SEO - What you should know about search engine optimization

SEO, or search engine optimization, refers to measures that aim to rank a particular website at the top of a search engine (e.g. Google) using important search terms.

Many of the self-proclaimed "SEO specialists" try to make almost outrageous offers, which could lead to the assumption that SEO is witchcraft. However, search engine optimization is a very solid craft. Certain statements made by various "SEO gurus" should not be taken seriously. We will now explain these so that search engine optimization is also successful for you.

1. "The more links, the more success!"

   This statement is not true. For a long time now, the number of links has no longer been the decisive factor in search engine optimization. Quality is much more important. In the meantime, really good links have become a scarce commodity. It is particularly important to ensure that buying links on websites violates the guidelines of many search engine providers. As a general rule, the number of links does not help to bring a website to the top of a search engine. What is more important is the degree of quality. If a link is so good in terms of quality that it fits perfectly with the content of a website, then it will be placed by other people without any compulsion. Such links will only be created if the website or one of the subpages on a topic is considered important and provides added value. Content with added value that is really worth linking to is therefore much better than lots of links.

2. "In 1st place on Google - within a month!"

   This is possible under certain circumstances. However, such a ranking is difficult to achieve for really interesting keywords. You can actually assume that this statement is quite general, because it is by no means possible to get a page to number 1 in a highly competitive area in a single month. Although you can be successful with SEO, it is not possible to guarantee a quick ranking in first place.

3. "SEO is completely sufficient!"

   Many self-proclaimed SEO professionals try to explain to their customers that SEO alone is completely sufficient. This may well be the case for small websites for a specific search term. However, it is not possible for 99 percent of cases, because alternatives are necessary to generate reach. This is the only way to create security. This is where the saying "You can't stand on one leg" comes into play. Several traffic sources are important in order to be able to compensate for the loss of one mainstay. A real SEO professional will also always be a good online marketer.

4. "Google updates are not important!"

   This statement is simply wrong! As soon as Google rolls out an update, website operators should take a closer look. With proper SEO work, you don't actually have to worry about updates. Google strives to improve search results with its updates and penalizes low-quality content as well as dubious websites and links with fraudulent intentions. Of course, rule changes can also lead to a loss of ranking. Google updates should therefore always be followed and the website should always be kept up to date.

5. "Registration of the website on thousands of search engines"

   This statement is complete nonsense. The relevant search engine in Germany is Google with a market share of almost 95 percent. All of the remaining 5 percent also obtain their results from Google. Yahoo and Bing have a market share of two percent, so a first place on Bing may look nice, but it doesn't bring any traffic. "Thousands" of search engines are of absolutely no use if no traffic can be generated with them. Success is not achieved by being listed on many websites, but by adding value to the pages.

6. "SEO techniques are very complicated and cannot be explained"

   Those who offer really good search engine optimization can also explain to you what they do, why and how, and what goal they are trying to achieve. Whether you understand it yourself is another matter. For someone without any knowledge of SEO, it can sound very complicated, but a good SEO will always be able to explain the advantages of the respective measures as clearly as possible. Only those who are interested can recognize whether the SEO is doing a good job. It is often difficult to rectify poor work in particular. It therefore makes sense to familiarize yourself with the topic.

7. All niches work the same with SEO"

   Of course, there are also universal rules for search engine optimization. For example, every website needs a page title, a heading and a meta description. However, the competition varies depending on the industry. For example, websites on the subject of "sports equipment" probably have less competition than websites on the subject of "financial services". The familiar "formula F" should therefore be treated with caution. The analysis of the industry is therefore a particular priority for good SEO. The competition should also be closely examined and analyzed. Questions such as "Who is the competition?" or "Does the competition have a big lead and can this be made up?" should be asked. By answering these questions, a good strategy can then be developed that will lead to success.

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