007_SEO-Marketing (1)
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nd the authority of the profiles to determine your overall authority, which may be used as a ranking factor.

Number of profiles: pure tweets, Facebook likes, Facebook shares (strong similarity with links)

Authority of the profiles: Twitter user (many followers), Facebook user (many friends and activity)

Mobile-optimized websites are given priority over non-mobile-optimized sites in mobile searches. In addition, the label “mobile-friendly”/”For mobile devices” has been added to the mobile search results.

Mobile-friendliness is realized through a responsive design or a mobile website version.

Google criteria

  • Texts are easy to read (no zooming necessary)
  • Links are easily clickable
  • Content optimally adapted to the smartphone screen size
User Experience

Content and user experience belong together and have a lot to do with your ranking.

Click rate: indicates the percentage of users who click on a specific result within the search results.

Dwell time: indicates how long your visitor stays on your site on average. Especially how long they stay on your site when they come from a Google search.

Bounce rate: shows you the percentage of visitors who did not stay after clicking on a search result. This indicates that the visitor may not have been satisfied with the search result and had to continue searching.

Links: are an important component of search engines and their evaluation procedures, these are difficult to manipulate. Popularity, i.e. the number and relevance, are the most important factors here, but there are also others:

Number of links:

  • External links are links that lead to you from outside.
  • Internal links are links that point from your existing content to other content of yours.

Relevance of the links:

  • External links from pages relevant to the topic are stronger than links from pages unrelated to the topic.
  • Internal links from topic-relevant pages are more relevant than links from off-topic content.

Domain of the links: the number and relevance of the domains that link to you. Links from a popular and relevant domain are weighted more.

Anchor text of the links: external/internal links, the anchor text is another factor. These are relevant for the search engine because they provide a clean description of the page.

Trust rank of the links: Removal from a highly trusted website.

Broken links: these make crawling and therefore indexing more difficult for the search engine. And it makes navigation more difficult for the user.

Link profile: this should appear “natural”, because unnatural and artificial is declared as spam by the search engine.


Here, of course, there are also criteria that are important for the search engines, e.g:

the code: Your HTML code may contain errors, which would indicate poor quality.

the sitemap: helps the search engine to index the individual pages and thus increase visibility in the results.

the page load: the speed of your page is relevant, you can achieve an increase through e.g. error-free HTML codes and compressed content (images/videos).

the Top Level Domain (TLD): can be useful for specific countries.


the weighting of the brand is also a criterion. Don’t create a generic blog, create a customized blog to build your brand. The search engine ranks large brands better, which you can achieve by, among other things:

  • Brand anchor texts: are link texts with a brand name
  • Brand search: is the search for your brand name.
  • Brand mentions: are pure mentions of your brand.


As already mentioned, this is just an excerpt from many more possible criteria. Here is a brief summary. Always create high-quality content. Know what the customer wants! Always create high-quality content that is target-oriented, including in the area of social media. Your customers want to be able to find their way around and navigate easily. Create an optimal user experience. Quality is more important than quantity. Focus on external and internal links from high-quality and relevant sources. Simply avoid extreme errors in and with the technology. Create a customized brand, your brand, without overloading the website with keywords.