Quick overview:
SEO, aber richtig – Das sollten Shop- und Webseitenbetreiber wissen
The path to self-employment has never been as easy as it is today. Whether it's creating your own website, starting a career as an influencer or setting up an online store - all of this requires work, but the hurdles to starting your own business are significantly lower than they were 20 years ago. However, before strapping on the wings of entrepreneurial freedom, it's time to go to the drawing board: will your project be successful? What needs to be considered? How can you use your rather small budget wisely?
Especially at the beginning, it is often too expensive to place sufficient advertising to reach potential customers. In this context, search engine optimization could therefore offer a starting point. But if you want to go down this path, you should do it right. The most important aspects are outlined in more detail here.
Abbildung 1: Suchmaschinenoptimierung stellt auch heute noch ein mächtiges Werkzeug bei der Kundengewinnung dar. Bildquelle: @ Carlos Muza / Unsplash.com
Suchmaschinenoptimierung – was ist das eigentlich?
Suchmaschinenoptimierung wird auch als SEO bezeichnet und ist nicht selten ein Buch mit sieben Siegeln. „Es hat irgendwas mit Google zu tun“ ist keine allzu seltene Antwort von Laien. Grundsätzlich beschreibt SEO alle Maßnahmen, die dazu dienen, ein eigenes digitales Asset (z.B. Website, Profil, Kanal, Shop) in den Ergebnissen der Suchmaschinen besser zu platzieren.
These measures can be divided into different areas:
- On-Page-Optimierung
On-page optimization comprises the optimization measures that directly affect the respective asset. These include
- Contents of the website
- Keyword strategy
- Meta tags
- Internal links
Technische SEO als Unterkategorie
Teil der On-Page-Optimierung ist die technische SEO. Hierbei geht es darum, dass eine Website gut von den Suchmaschinen indexiert werden kann sowie die mobile Darstellung. Zu guter Letzt soll technische SEO auch Fehler auf der Website beseitigen sowie datenschutzrechtliche Vorgaben technisch möglich machen.
- Off-Page-Optimierung
Die Off-Page-Optimierung beinhaltet alle Maßnahmen zur Steigerung der Sichtbarkeit in Suchmaschinen, die nicht direkt Veränderungen des digitalen Assets nach sich ziehen. Hierbei geht es also in erster Linie darum, die Bekanntheit zu steigern - und besonders sollte man die Backlinks nicht missachten.. Dies funktioniert über verschiedene Strategien:
- Content marketing
- Linkbuilding
- Press relations
- Social media marketing
Welche Fehler können im Bereich SEO gemacht werden?
Anyone interested in improving their website or profile in the search results of popular search engines will inevitably have to deal with SEO. However, there are some errors and mistakes that can ultimately lead to problems.
These include, among others:
- SEO ist nicht kostenfrei
In contrast to placed advertisements, visitors who come to your website via search engines are free of charge. There is therefore no billing per visitor. Nevertheless, SEO measures themselves are not free of charge. The individual optimization measures often have to be initiated, which either costs money or time.
- SEO ist keine kurzfristige Angelegenheit
Search engine optimization is never completely finished. A successful SEO strategy therefore does not work according to the motto: "Set and forget". Rather, it is about continuous development, which also includes constant monitoring. This allows you to react accordingly to changes in the search algorithm. Moreover, the measures themselves do not take effect overnight. Depending on the type of measure and the individual circumstances surrounding the website, it can take several weeks for the optimization to be reflected in changes to the search results.
- Dem Inhalt nicht genug Beachtung schenken
Visitors click on search results because they hope that the results will help them with their questions, problems and wishes. For this reason, it is important to fulfill the expectations of visitors when they make a search query. If this is not the case, users will quickly leave the website again. Search engines such as Google track user behavior and rank a website lower if this happens more frequently. For this reason, the following applies: Know user intentions and create tailor-made, high-quality content.
SEO: Eine wichtige Stellschraube im Online-Marketing
The bottom line is that search engine optimization is a powerful tool for increasing your visibility within your target group. However, anyone interested in this should avoid a few glaring mistakes right from the start. For example, it is of little use to regard SEO as a one-off action. If you want to be successful in the long term, you should implement SEO measures on a permanent basis and adapt to changes accordingly. If you do it yourself, this means dealing with a rather complex subject area in detail. Alternatively, specialists such as agencies can be hired to develop and implement a suitable SEO strategy. Used correctly, search engine optimization is still very worthwhile today.
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