Google uses complex algorithms and evaluation criteria to evaluate websites, which are not publicly communicated and are regularly changed. (Photo: © Lician Milasan/123RF.com)
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Digital Crafts - Theme specials
March 2017
Industry 4.0: How do new customers find their way to the company website? Ideally via search engines – provided you rank highly in the search results.
Every trades business wants to be found more easily with Google. Not only are there many new customers waiting online looking for reliable service providers, but an online shop with high-selling products can also generate additional revenue in the long term. For an online strategy to work, however, new customers must first find your website. Studies show that if you aren't at the top of Google's search results, you'll rarely be found. Around 70 percent of all internet surfers only click on search results on the first page. When you consider that for many years now, over 90 percent of all searches have been conducted exclusively via Google, there's only one path to online success: optimizing your website for Google.
The most important task in optimization is always the correct selection of the desired search terms for which the website should later rank high on Google – ideally in connection with your own city or region. Furthermore, different measures are required for optimizing websites searched on laptops and PCs than for search results on smartphones. When searching on mobile devices, Google gives higher ratings to websites that can be displayed optimally on small screens.
To best meet all criteria, the help of experts who are familiar with search engine optimization (SEO) is usually necessary. Specialized SEO agencies analyze websites, improve programming, and use tools such as linking to rank higher for specific search terms. The problem: Google uses complex algorithms and evaluation criteria to evaluate websites. These criteria are not publicly communicated and are regularly changed. Therefore, SEO agencies try to decipher these criteria and optimize websites so that Google classifies the content found as particularly relevant.
Anyone who requests quotes from search engine agencies will quickly realize that, depending on the scope and desired services, SEO optimization can easily cost several hundred euros. Most reputable SEO agencies don't offer flat rates, but rather offer customized quotes. The effort required for optimization always depends on the desired keywords: For rare terms like "installing solar pumps," good results are achieved very quickly, but for popular keywords like "electrician," achieving a good ranking is much more difficult. The costs for a one-time SEO optimization start at around €700; for ongoing optimizations, agencies usually charge monthly flat rates starting at €200.
Operations management
Operations management
Operations management
Especially for small businesses, these costs can quickly exceed budgets. Therefore, there's always a second option: taking search engine optimization into your own hands. Many small, individual measures often result in significantly better rankings. This includes, for example, registering your business free of charge in business databases like Google My Business (google.de/business). Furthermore, so-called "on-page" measures are quickly implemented, such as consistent text optimization for a specific keyword. But off-page measures, such as building text links, also bring success: These are links from other websites that point to your own site – for example, from industry directories and forums. Anyone who wants to take on the optimization of their website themselves should definitely read up on the topic in more detail and, if necessary, use special online tools that can be very helpful (see below).
Online tools for search engine optimization
Page rating
A free quick website evaluation: The "Page Value Quick" field below analyzes, among other things, the Google ranking and technical details. seitwert.de
keyword density
Here you can determine the frequency of certain keywords in texts free of charge. seo-semantix.de
Search engine position
You can use this online tool to check where your website ranks for a specific search term. ranking-spy.com/ranking
Backlink check
Online test to check which and how many links point to your website. backlinktest.com
rankingCoach
Optimize your website for search engines yourself: This software accompanies small businesses as a virtual trainer (14-day free trial, then €24,95 net per month). rankingcoach.com
Access analysis
Online tool for free analysis of website traffic. However, privacy advocates warn that Google can evaluate all data itself. google.com/analytics
Success control
A paid (from 19 euros net per month) and data-secure alternative to access analysis. etracker.de
Mobile-friendly pages
- Your website layout is optimized for small smartphone displays, so all content is visible – without zooming or horizontal scrolling.
- The optimal implementation: A responsive web design that automatically adapts content to the display size. An alternative to a separate mobile website: automatic redirects to each individual website.
- All navigation elements and links are easy to use via touchscreen. - Text is easy to read even without zooming.
- Videos and images load or play quickly.
- Plug-ins (e.g. in Flash format) are largely avoided.
- The "robots.txt" file ensures that JavaScript, CSS, and image files are indexed by Googlebot.
- The integration of videos and animations complies with the HTML5 standard. - Your website loads quickly overall (test: https://developers.google.com/speed/pagespeed/insights)
Reputable SEO agencies
- The SEO agency's website is ranked among the top 20 on Google for keywords related to search engine optimization.
- A consultant will take the time for a detailed discussion and explain the planned optimizations for your website in a clear manner.
- The Google Webmaster Guidelines are implemented without exception (google.com/support/webmasters/bin/answer.py?answer=35769).
- The agency will provide you with keyword-related, verifiable references. - Research other clients' experiences with the SEO agency online. Discuss any negative reviews with your consultant.
- Have you been promised top search engine rankings? Then you should agree on a performance-based fee—without any additional overhead.
- Ask about a money-back guarantee if agreed goals are not met.
- After the service has been completed, check whether your websites have been optimized for smartphone displays (test: google.com/webmasters/tools/mobile-friendly)
Directories with search engine optimizers
Allesklar.de Directory with around 275 listing services and search engine optimizers.
Seo-United.de Directory of SEO agencies throughout Germany.
iBusiness.de Directory of the "100 most important German-speaking SEO service providers".
Technical terms
Backlinks
Links from external websites to your own website.
keywords
The keywords are components of the meta tags and contain search terms under which a website should be found in search engines.
Link popularity
Link popularity, or domain popularity, indicates how many external websites your website is linked to. The more links, the better your site will rank in search engines.
Meta Tags
Meta information, or meta tags, define the properties of a website. Meta tags contain information such as the page title, a brief page description, and important keywords. This information in an HTML document is relevant to search engines and is sometimes displayed in search results.
On-page/off-page optimizations
On-page optimization refers to all optimization measures on a website (e.g. page titles, formatting of headings, keyword density), while off-page optimization includes external measures such as building link popularity.
Page Rank
The Google search engine uses Page Rank (PR) as a measure of the importance of a website. Possible values range from 1 (low) to 10 (high).
SEM
Abbreviation for "Search Engine Marketing." This term describes all measures aimed at using search engines to acquire customers.
SEO
Abbreviation for "Search Engine Optimization." A term for all measures aimed at improving a website's ranking in search engines.
Tracking
The automatic logging and evaluation of visitor numbers and activities.
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