The importance of SEO for successful businesses

The importance of SEO optimisation sounds somewhat abstract at first glance, but in practice it is a simple process. The abbreviation “SEO” is the English term “Search Engine Optimisation”. The idea behind it is to influence the process of optimising a website in order to increase its visibility and its ranking in the search engine results. In other words, the aim is to create relevant and high-quality content that is recognised by the search engines’ algorithm and suggested to users in the top bars.

How does SEO optimisation affect your website?
An SEO-optimised website has a number of advantages.

A good ranking in the search engine results has a high value, since most questions are typed into the search engines today. The German Institute for Marketing has published a study according to which the search result contains 30 per cent of all clicks of a Google search query, with only 14 per cent coming to the second result. Even only every tenth person is interested in the third result and a whole 70 percent of Google users only look at the first page.

Through effective SEO, companies are able to improve their visibility and appear on the top positions and the first page of search engine results.

Reaching the goal with the right tips
Which methods of SEO optimisation will lead to the goal for you should be analysed thoroughly in advance, preferably with the help of subject matter experts. The following are some well-proven methods to support you in SEO optimisation:

● Keyword research: With a very thorough keyword research, you lay the foundation for successful SEO optimisation. Find relevant keywords and phrases that are searched for by the target group in order to identify the circle of users. Use tools such as Google Keyword Planner or SEMrush.

Next, optimising your own website (so-called on-page optimisation) is a very good method. Here, content is strategically placed in appropriate places. This includes interesting headlines, page titles and meta descriptions. Links in particular can help to improve navigation and thus make research easier for the user.

● Another aspect is the technically flawless functioning of the website. Frequent crashes and connection problems extremely inhibit interest and trust. Check whether all pages are indexed correctly and optimise the loading time if necessary.

● Many underestimate creating high-quality and relevant content. Specifically, targeted marketing can retain a certain clientele to the website by regularly publishing new articles or blog posts. Using various social media channels also helps to attract customers, as a lot of relevant content is moved to these pages.

● Last but not least, an essential criterion is the user experience. Search engines prefer positive reviews. Therefore, the website should be designed in a user-friendly way, without various ramifications or an overload of technology. Here, less is more. A good structure and simple navigation are more likely to lead to success.

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