New trends in search engine optimization

Crafts 4.0: Current trends promise higher rankings in search results like Google. But how can craftspeople improve their position in search engines?

This article is part of the special topic Digital Crafts

When customers and professionals dive into the Internet, small search engines have little chance: According to the statistics site StatCounter was the Google's market share in Germany in January 2022 at 90,5 percent, For It is therefore particularly important for craftsmen, in the To occupy top positions in Google's search results – because this is the only way companies can in competition for customers and to attract the best specialists last long term.

To maintain good Google positions or to improve rankings, we recommend regular optimization of your own websitesBecause Google changes several times a year the algorithms for evaluating websites, so that tradespeople sometimes slip several hundred places overnight for important search terms. In addition, Competitors everything to to better position your own websites and online shops. The regular search engine optimization ("Search Engine Optimization" - short SEO) companies can either outsource to specialized agencies or with Learn basic programming skills yourself.

Focus on speed

Currently Google for example, special emphasis on the Optimizing websites for mobile useFor example, all pages load quickly and also optimally displayed on small displays – preferably via a automatic adaptation of the designBut even with search results on stationary devices, Google provides the Criterion of speed consistently in the center: For example, the search engine evaluates the Loading time of all contentthat are directly visible, as well as the time until the first possible interaction with the website. These times should be Ideally only a few milliseconds be.

User interaction is crucial

Another important criterion for Google is the interaction of users with a website. Many clicks on a search result in the medium term to better positioning at. The more time a surfer spends on the page, the better. Google always evaluates this time in relation to the content provided. The search engine also checks how many users leave a found page without interacting at all ("Bounce Rate") - and continues to devalue search results with high bounce rates. It follows that tradespeople should anticipate the needs of customers and professionals when optimising their search engines: Only one user-friendly design and really interesting content can attract interested parties to their own pages and keep them there for as long as possible.

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Arouse interest with videos

A special role According to experts, search engine optimization is expected to increase in the future in the area of ​​"video": Because many users search the Internet for moving images – and these are a good remedy to Keep interested parties on your website longer. For example, videos can be used to present your own products, services, or references. In addition, Videos also valuable for skilled workers and trainees, because for example authentic insights In order to attract the interest of potential trainees, a Trainee diary conceivable, in the current Young professionals get exciting insights into their everyday lives give.

Photo: © Thomas Busch

The decisive factor for good Google rankings is in the future a variety of criteriathat fit together seamlessly. To achieve a high ranking in search results, craft businesses should therefore ensure that they not only follow the usual SEO rules, but above all high-quality content provide – and at the same time for a positive user experience on your own websites. 

Checklist: Criteria for user-friendly websites

1. Loading time: The entire website, including videos and images, loads and displays quickly (test: developers.google.com/speed/pagespeed/insights).
2. Layout: The layout of all pages can be optimally displayed on any display size and adapts automatically – without zooming or horizontal scrolling.
3. Navigation: All navigation elements and links are immediately visible, intuitively designed, and easy to use with a mouse and touchscreen.
4. Text: All texts are easy to read at all times thanks to optimal font sizes, font styles, colors, and line spacing – without zooming.
5. Structure: Text and other content, such as photos and videos, are well structured and include headings and subheadings.
6. Interaction: There should be exciting interaction options on as many pages as possible so that users click on further content – ​​for example, videos, photo galleries, news/blog posts, online shop offers, surveys, downloads, configurators, online tools (e.g. for calculating prices, sizes, products, services), links, social media or contact forms.
7. Links: Links and external links are easily recognizable and clickable.
8. Search: A search function is available on all pages so that users can quickly find the content they are looking for throughout the entire website.
9. Plugins: All websites largely do without plug-ins.

Important 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.
• On-Page Optimization All optimization measures on a website itself (e.g. page titles, formatting of headings, keyword density).
• Page Rank The search engine Google uses Page Rank (PR) as a measure to determine the importance of a website.
• SEM Abbreviation for "Search Engine Marketing." This term encompasses all measures aimed at using search engines to acquire customers.
• SEO Abbreviation for "Search Engine Optimization." This term encompasses all measures aimed at improving a website's ranking in search engines.

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