Networking helps with search engine optimization
Being found in Google - that's no problem with an accessible website. Accessible websites are naturally search engine transparent, i.e. Google will find all content. But if you want to be in the first place, you have to do a little more. Search engine optimization is the art of bringing internet sites forward against the competition in Google.
Keywords - words that matter
Keywords are the search terms under which you want to be found. Some keywords are easier than others. If an author is called Bornemann-Jeske - a concise name that only exists once - you don't have to optimize a lot. It gets more difficult when it comes to a term like accessible web design, for which there are competitors who push me to page 3 in the Google search result. What if my audience doesn't know any technical terms, but is generally looking for an internet agency that does a good job and is close by? Then the whole repertoire of search engine optimization is necessary.
So the first step in search engine optimization is to determine the keywords that you want to optimize for. Do you know the search terms your readers type into Google? They are not necessarily the words that you use as a professional. You know a lot about your readers, do a brainstorming session: in which situations do they look for your offer and which terms do they use? Then research which of these words are used the most, e.g. with Google Adwords and with the user statistics of your web server. Discover niches - keyword combinations - in which you can hold your own against the competition. How to work out your keyword list.
Structure of the website
Once you have your keyword list, use it to build the structure of your website. The rule of thumb is: wide in the menu, pointed on the side. All the important keywords are in the menu, and each page is optimized for a single keyword. Google is getting better and better at semantic searches, which is why similar terms (synonyms, generic terms, differentiations) are useful. In addition, you can include overviews and cross-references, thus ensuring that your pages are well networked with one another.
Now comes the most important thing: attractive content that will interest your readers. As many and current as possible of them. Texts that present the keywords in the appropriate combination and weighting and are easy to read. Images with keywords in the subtitle. Special attractions that attract links from other websites (see backlinks below). At bit.informationsdesign the page IWP 8/2005 is the link catcher, here you can download the issue of accessibility from the internet of the IWP magazine.
Editorial search engine optimization
Everything that has been said so far is meant when by editorial search engine optimization the speech is.
- Keyword optimization
- Website structure
- Attractive, up-to-date content
A barrier-free page is search engine transparent, i.e. Google finds all texts. It is important that you work semantically correct. You have to make sure that the keywords are tagged with the right HTML elements: titles, headings, accents, link terms. This is how we show Google which words are important. Not to forget the web addresses, also the domain and the names of the individual pages should contain a keyword. This requires a CMS that allows search engine friendly URLs.
That wasn't much about programming - and it really is that simple. Simple but essential. Those who ignore the standard-compliant programming or are prevented from doing so by their CMS have to struggle all the more with the other components of search engine optimization.
Backlinks - Referral Marketing
Networking is the be-all and end-all on the Internet. There are search engine optimizers who focus their art on backlinks alone. Have you not already had invitations to exchange links from strangers in your mailbox? With an accessible, well-structured, up-to-date website, you have a solid base and can do without such desperate actions. You only need a few backlinks from websites on similar topics to increase your ranking on Google.
That is why networking is so popular on the Internet. Of course, attractive content (see above) that attracts backlinks by itself is particularly effective. Recommendation from colleagues, entry in business directories and participation in discussion forums also help. The effort is only worthwhile with partner websites that are also programmed to be search engine transparent.
News - blogs, Twitter and Co.
You attract your readers with up-to-date information, and Google also comes by more often and places your pages in better places. Blog software like WordPress is helpful. A blog makes it easy for you to post new articles on the Internet and to network with the blogosphere. With Facebook, Google plus and Twitter you can easily bring new news into the world. A well-balanced social media strategy helps companies with online marketing and search engine optimization.
Search engine optimization - a triad
We have shown the hard core of search engine optimization, there are three components:
- editorial work on the content
- standard-compliant programming
- Networking through backlinks
All three components influence your ranking on Google and work best together. It takes a lot of detailed knowledge, many individual measures that have to be implemented correctly.
Stay on the ball with SEO tools
What is the status of your website and what can be done to bring it forward? SEO tools, tools for search engine optimization, help to answer this question. Which search queries reach my website, who has set links on my pages, what position do I have in various search engines, what are my competitors doing better than me, what was the result of my last blog entry? SEO tools evaluate the user statistics of the web server, analyze the movements in the search engines and the strategies of the competition. This way we get our work under control.
Search engine optimization is an empirical science based on precise observation and systematic tests. It is still a young discipline - until the competition for the Hommingberger cheetah trout in 2005, search engine optimization had the reputation of only practicing black magic with dirty tricks. Today there is a large network for beginners and advanced learners to exchange experiences.
Search engine optimization - a cycle
Finally landed on number 1, ready? Unfortunately it is not like that. The search engines are constantly changing the ranking algorithms, and your competition never sleeps either. Over time, you will inevitably slip again - especially if you have fought your way forward with questionable tricks. In order to survive in the market, you always have to stay up to date.
Search engine optimization can be learned. If you are looking for experienced and imaginative support, please contact us! We help with analyzes and workshops and also take on the practical daily work. Some of the projects that we manage with great success are holiday apartments in Olaho, Sexualmedizinische Praxis Dr. Sievers, massage and meditation in Hamburg.
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