In the digital age, those who want to reach potential customers and buyers with their business not only via the conventional print marketing route cannot avoid a well thought-out, logically structured and thus search engine optimized website.

Competition on the Internet is growing continuously, and so is the need for strategic Internet consulting. In addition to SEO (Search Engine Optimization) and SEA (Search Engine Advertising), terms such as Google Optimization, Online Public Relations or Content Marketing are often used when it comes to increasing your own relevance and reputation on the Internet. See more details at kansas city search engine optimization agency –

But when it comes to shed more light on these terms and to understand the possible applications, there is still a need for clarification among many people, including those with an affinity for the Internet.

What is Search Engine Optimization (SEO)?

Basically, search engine marketing can be used as an umbrella term that includes any measures that are used to reach visitor flows on the Internet via search engines. While SEA refers to paid advertising on the net, which you can use if you want to reach specific target groups through targeted advertising in search engines, SEO deals with unpaid search results.

In principle, this is about improving the importance of the website on the Internet through certain onpage (i.e. directly related to your own page) and offpage (all indirectly related to your own page) measures in order to get a higher place in the search ads of the respective search engine.

Due to Google’s almost Europe-wide monopoly position on the Internet, people repeatedly speak of Google optimization, since many companies and website operators have set themselves the goal of appearing on Google, especially in the first search results.

To achieve this, not only the technology of the site should be right. Also the text contents should be prepared appealingly and search engine optimized (here the term content marketing comes into play). Google focuses on the user, so the user-friendliness of the own page should also be the focus.

Finally, the website still needs the necessary network, consisting of outgoing and incoming links, which can be achieved through various link strategies from the area of online public relations.

Optimizing your own website can be compared very well with building a house

You start with the foundation and gradually work your way up to the facade. Your home project will then be given its final polish with a pretty garden, where you can organize nice garden parties with the neighborhood and thus expand your social network.

The situation is similar with your website. At the beginning you should focus on the onpage measures – the technology of the site – in order to form a stable foundation. With a stable and contentwise appealing Website you dedicate yourself then to the Offpage measures and create yourselves a network from meaningful topic-relevant linkings.

If you maintain this network continuously and always pay attention to a clean facade and to the maintenance as well as topicality of the website, then nothing stands in the way of your success on the net.

With a penchant for detail: Technical optimisation of a website

Now let’s take a closer look at the technology or onpage measures of the website. Let’s start with the URL. Although this is not a direct ranking factor, experience has shown that shorter URLs peppered with relevant keywords are clicked on much more often than long, cumbersome URL names.

A website usually does not only mean a single page (so-called one-pager), but a page network with subpages, which usually always deal with a certain keyword (also called search term). In addition to using the appropriate keyword or search term, a user-friendly URL structure must also be created that provides the user with a kind of navigation.

Of Titles, Meta-Descriptions and Canonical Tags

The beginning is made – the URL structure was set up logically and with important keywords. Now it’s time to get down to business. Let’s turn here to the HTML body, i.e. the document structure of the website.

The meta-title, also called title tag, is often referred to as the most important meta element of a website. In addition to the use of a suitable keyword, the length of the title also plays an important role in the SERPs (Search engine result pages). The meta title should not exceed 62 characters, longer titles are abbreviated by the search engine and are not fully rated.

Although the meta-description is not considered a direct ranking factor, it still plays an important role in giving the user a brief insight into what he/she will expect on the particular page and whether the search result can also meet the expectations of his/her search. Also be sure to include keywords that are considered important for the site.

As with the meta-title, the length of the characters (including spaces) plays a role in the meta-description so that the text is displayed completely as a snippet (a snippet is a short teaser text that describes search results in search engines) in the search results. Make sure that the text does not exceed 140 characters. Optimizing Titles and Co. is still often neglected, but is an essential basis for a positive ranking.

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