SEO or search engine optimization refers to measures aimed at placing the content of your website at the top positions in the organic and thus unpaid search engine ranking of various search engines such as Google. To explain this SEO definition we made a small video:
Step 1: Ensure safety
In the meantime, websites with SSL encryption have become a fixed standard that must also be observed for the topic of search engine optimization. People also take this for granted. A page with SSL certificate clearly says something about the site operator, namely that he has the topic of security on the screen. Since 2014, Google has confirmed HTTPS as a ranking signal and now Google Chrome even displays the following: “The connection to this site is not secure”. Would you trust such a website? I don’t think so. So if you haven’t already done so, make sure you switch to HTTPS sooner rather than later. Google agrees and could punish your SEO efforts by downgrading your rankings and thus your organic visibility for lack of site security.
Step 2: Optimize loading times
People don’t like waiting, search engines don’t either. Almost every user expects a fast loading page and will be disappointed if this expectation is not fulfilled. And it looks similar to Google: Why waste valuable resources on slow pages? With a slow website you risk the success of your SEO work. Basically you should have the following points on the screen:
- Reducing HTTP Requests
- Reduce file size
- Correct order of resources
You can get an initial overview with the Google “Mobile Website Speed Testing Tool”. The nice thing about this Google tool is that you get clear recommendations to make your site perform better.
Also a look at the free webpagest.org is worthwhile itself, in order to look the Website once completely roughly under the hood:
Especially important: take a close look at your competition. If your competitors have faster websites, they have a clear advantage when it comes to search engine optimization. More information about faster websites can be found here or here.
Step 3: Optimizing Mobile Display
How important the topic “mobile” is in connection with SEO should be clear at the latest with the statement that Google goes the step to “mobile first” and no longer wants to distinguish between desktop index and mobile index. Tool providers such as SISTRIX also follow suit and analyze a special visibility index for mobile devices. It has not yet been determined when this will actually take place. However, one should be prepared for this, rather too early than too late.
Rules of thumb for good mobile usability and thus SEO basics:
- Fast loading time (again)
- Recognizable font sizes
- “Sausage finger” usability
If you want to deal with the topics of mobile and usability in addition to search engine optimization, we recommend that you take a look at the SEO agentur Hamburg website.
Step 4: Making Content Accessible
People are supposed to find certain content, so make it as easy as possible for them. Here too, search engines like Google want exactly the same thing. Ensure a clean information architecture and a flat hierarchy of your website, because this definitely has a positive effect on your SEO results. In practical terms, that means:
- Share content with search engines
- Make any content accessible with 3-4 clicks
As banal as that sounds, check whether your website is even approved for search engines. Often it is enough to set or forget only a small check mark and the page flies out of the Google index.
We’re not done yet. Go to part 2 of our SEO fundamentals course!