Website and SEO: Organic reach via search engines

Your website is your business card on the Internet. People who have met you can find out about your brand and your offer on your website.

But your website should also be used to attract new contacts. To do this, it must be referred to in the places where your target customers move around the Internet. With Search Engine Optimization (SEO), you can position your offer with the search engines on the Internet in such a way that your target customers, if possible, find your offer among the first search results displayed when they search for relevant terms.

You can use onpage and offpage measures to achieve this.

Onpage optimization

Onpage measures include a clever selection of keywords. Keywords are suitable if they not only contain the core of your own service, but are also frequently searched for by your target groups. SEO experts can determine the search volume of keywords with analysis tools. They also recognize correlations between the measures and the search results and can continuously optimize the SEO procedure.

These keywords can then be used in a targeted manner on search-engine-optimized landing pages with so-called “pillar content” and in headlines on the website. The landing pages are linked to the offer of the website or the store or trading platform. However, avoid building attractive “bridge pages” that have the sole purpose of directing visitors to completely different content pages. By doing so, you would even risk being delisted from search engines. SEO professionals are familiar with the ever-changing search mechanisms of search engines and know how to design websites technically, structurally and from the point of view of content to make them visible to your target customers.

However, the effect of SEO takes time. Search engines behave sluggishly and only gradually accept changes that you make to your website. Basically, the livelier you keep your website and the more meaningful and structured content you offer, the higher your ranking with search engines will be. And the more traffic you have on your website and the longer users stay on pages, the higher the search engine ranking. As you can see, you can start a spiral of success.

You can determine, monitor and optimize the success of online activities such as SEO and SEA with web analysis and traffic analysis applications. Online marketing experts can support you in this.

The technical implementation, for example of headers and tags, can also help to make your website more visible to your target customers. A very important decision criterion for ranking in search engines is how well the website works on different devices, including mobile devices (responsive design). Update your content regularly and adapt it to the search behavior of your target customers. It’s best to get support from professionals (content specialists) because search engine preferences require a specific writing style.

Offpage optimization

With off-page measures you can optimize the link popularity of your website. This is at least as important as the design of the website itself. The more links pointing to your website, the higher the probability that your website will be visited by target customers. In addition, the number of high-quality hyperlinks to your website (backlinks) also increases your ranking in search engines. Success depends, among other things, on the quality of the so-called “anchor texts” in the link. You “earn” your ranking through attractive content and meaningful linking (link partnerships) with others.


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