SEO – Search Engine Optimization

Search engine optimisation, or "SEO" for short, is indispensable these days, as almost every online session starts with a search. Visibility, rankings and page visits are crucial.

SEO means Search Engine Optimisation, i.e. optimisation of websites for search engines such as Google. The higher a website is ranked, the higher its visibility. In the long term, this increases the level of awareness of the page and thus also the traffic or page visits.  

Visibility always refers to corresponding keywords, i.e. search terms that are entered in the search engine. These keywords can either be short, concise terms or "long-tail keywords", such as those that occur in a spoken search on a smartphone. 


Search engine algorithms are becoming more and more complex, placing more and more emphasis on the content quality of websites. 

SEO includes both technical and content elements. Technical elements serve as the basis for optimisation and can be optimised more quickly. Content optimisation must be continuous and long-term. Search engine optimisation is not only based on keywords and page content, but also includes onpage and offpage optimisations. Only if content and off-page measures are optimised in the long term can significant effects be achieved. In addition, search engine optimisation can also be extended to images and documents. 

Search engine optimisation is effective if, on the one hand, the website has no technical errors and, on the other hand, conveys the content quickly and precisely to the target group. The better a page is optimised, the better it will be accepted by visitors. This in turn increases visibility and traffic to the site. In the long term, companies can thus place themselves at the top of the search results for their most important search terms and displace the competition.  

If a company manages to rank very high for the most important keywords and to maintain this status, it will clearly set itself apart from the competition in the long term. This pays off in a higher conversion rate. 

SEO is a long-term measure, but elementary for the success of a website.

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