Search Engine Optimisation (SEO)

for your website

SEO Optimisation
Search engine optimisation for your website

We help you to make your website more visible on the web. For your better understanding, we explain all the steps that are relevant for search engine optimisation.

What does SEO mean?
Definition & basics, we explain to you in this article. This will shed light on search engine optimisation for your website.

The aim of search engine optimisation is to enable search engines to better understand the content of your website and present it positively for you

SEO 5 steps

Digitalisation continues to advance.

Therefore, it is a good decision on your part to have your website SEO optimised in order to be more present on the Internet and to stand up to the competition.

Through good search engine optimisation, higher traffic (visitor numbers) and increased turnover are just some of the advantages. What SEO actually is and what is behind the term, you can find out here in full.

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What is SEO anyway?

Search engine optimisation, or SEO for short, refers to all measures taken to optimise websites so that they appear as high as possible in the organic search engine rankings.

The aim is to increase the reach of the corresponding website so that potential customers can find it better. SEO is divided into off-page and on-page optimisation (a more detailed explanation will follow later).

The online marketing sector, which includes websites, is very extensive and only works if all instruments interact optimally with each other. Then your investment will lead to success in the long term.

If you notice that your website is missing

  • the necessary visibility
  • the desired number of visitors
  • the high ranking in the search engine
  • the turnover through good traffic

SEO is the ideal measure to improve all these points.

This is what search engine optimisation brings you

  • Target more visitors to your website
  • More awareness of your brand
  • Future-proof planning
  • Products are sold better and increase your turnover
  • Cost saving on advertisements

How does SEO work?

It is only understandable that one would also like to understand what is actually being optimised on one's own website or how it is being optimised.

Roughly speaking, everything depends on the search engines. Google and other search engines are constantly trying to understand the user better and to understand the search so well that the best and most suitable results for the search engine query are output.

To make this process possible, there are so-called algorithms that examine and evaluate websites according to defined criteria. The best ratings also result in the highest ranking. The examination of your website includes:

  • Design
  • Networking
  • Content
  • Technology

In addition, the algorithm is constantly changing. Things that were indispensable yesterday are no longer relevant in SEO today. That's why SEO is such a complex working process that is continuously geared towards optimising your website based on the algorithms.

We explain the individual steps of the flow chart below.

Why do I need SEO?

SEO basically serves to ensure that your website can be found at the top and quickly by potential customers. This is done through a series of measures that make your website relevant to search engines.

To shed more light on the usefulness of SEO, we offer you goals and benefits in the following overview.

  • Visibility
  • If you are at the top of the search engines through good SEO, you will be seen more quickly.
  • Higher traffic
  • The higher visibility therefore also means more traffic. If you are seen quickly, your website will be accessed more often.
  • Conversions & Turnover
  • If you then have more visitors on your website, these are also potential customers for you who increase your sales.
  • Branding & Image
  • Cost-efficient
  • Websites that rely on SEA pay a fixed amount for each click. They are displayed at the top and pay nothing for clicks through SEO.
  • Long-lasting
  • SEO works in the long term. All measures taken should continue to be beneficial for you in the future.
  • Flexible & measurable
  • SEO is easy to measure and if you see that your ranking values are dropping, countermeasures can be taken directly.
  • Basis for more

Definition Onpage Optimisation

Onpage optimisation is the counterpart to offpage optimisation. Here, everything takes place on one's own website. This refers to all measures that are taken on the website to make it relevant for search engines.

What the measures on the website are now can be described in three sub-areas:

  • Content or content design
  • State of the art
  • User Experience and Design

Definition Offpage Optimisation

As the name suggests, off-page optimisation includes everything outside of your own website. Among other things, this is the so-called link building, which helps to rise in the ranking.

For your website, this means that during offpage optimisation, other pages refer to your page via a link - through so-called backlinks. The Google algorithm sees these links from other pages as a kind of recommendation, which is why you automatically become more relevant for Google.

Backlinks are therefore very valuable, which is why you should not underestimate optimising away from your own website. Moreover, this is a long-term process that must be well planned. After all, backlinks should always be on reputable websites and positively support your image.

State of the art of the website

Here, everything concerning the technical scope of the website is thoroughly checked and optimised. Is the metadata set according to the search engine standard and sensible?

How fast is the website? Long loading times are very negative, especially with the orientation towards "mobile first".

These are only a few factors, the aspect of technical SEO optimisation. There are many others that make the site fast and attractive for customers.

Content on your own website

This is about the questions:

  • Do the texts on your website make sense and contain important keywords?
  • Is there duplicate content that is declared as spam by Google search engines?
  • Do you address the user?

After all, you want the visitor to your website to be convinced enough to become a customer (so-called conversion).

Even if the search engine does not understand content correctly, formal errors will lead to a strong devaluation of your website.

User Experience and Design

No user will stay long on your website if the garish colours hurt their eyes, a thousand pop-ups make it difficult to use the page or everything is placed in a confusing and unstructured way. If you have a good ranking and are found by potential customers, it is even more frustrating if the user experience and the design fail. Therefore, the design of your website is also one of the tasks of search engine optimisation.

So it takes a lot more than putting together a few keywords to be successful.

The process of search engine optimisation

Search engine optimisation can be divided into the following phases, which build on each other:

  • Analysis
  • Onpage optimisation with content/ technology/ architecture/ mobile
  • Offpage optimisation
  • Controlling

The analysis

It is not a sensible step to simply optimise - logically. First of all, it is necessary to find out how your site is doing. So it is checked for technology, content, user experience and design. Once the condition of your website has been determined, it is now analysed what needs to be done to optimise it ideally and in a way that is suitable for search engines.

Certain tools from Google itself can also be used to collect the most important data for planning search engine optimisation. These include the Google Search Console, Google Analytics and the Google Keyword Planner (Ubersuggest). With all this evaluated data, which shows you exactly what is expected of your website in the Google search engine, you can now carry out high-quality search engine optimisation.

Not to forget, it is also important to discuss how much budget and resources will be used and how the keywording will be designed. It is important to have a long-term plan with which specific keywords you want to stay in the top 10 of the search engines. Local, national or international focus have an influence on search engine optimisation.

Finally, a flawless SEO strategy with close reference to the analysis is set up together with you.

Their goals are defined and serve as a measure of goal achievement with controlling and monitoring.


The content on your website is ultimately what convinces the user to become a customer, after all other aspects of SEO have been coherently optimised and led the user to you. But what makes good content?

Empty texts without deep content do not convince the user as much as a text that contains a lot of valid information. Content that stands out with added value is more relevant.

Also try to convince with uniqueness. If you have a USP or other special features to stand out, apply them to the content.

Also use your keywords and define main keywords that you include in the content. Think about your target group as well.

Language level is the key word. Stay consistent. Do you want to address your users as "you" or "you"? Do you use colloquial language? Stay true to your chosen style. Interaction with users in the form of answering reading questions also gives you content that makes users feel good.

Technical SEO

It is essential that your page is recorded by Google at all - that it is crawlable. For the sake of understanding, crawlers are programmes that make you detectable for search engines. This allows the website to be indexed and ranked by Google. In this way, it is possible to optimise the website by understanding how it was crawled.

Furthermore, pagespeed is an enormous ranking factor. A website should be optimised so that the loading time is at most 1.5 to 3 seconds. This is because if the loading time is too long, the user will usually not continue to use the page, which is also noticed by the search engine and the website will rank accordingly.

You should definitely also focus on security.

Anyone who does not use SSL encryption (i.e. HTTPs) is classified as an insecure website. For search engines as well as users, this is a big ranking factor since 2018. We would be happy to convert your website to SSL encryption.

Architecture websites

The structure of your website will be the framework that holds everything together and navigates the user through all your content. This should happen without problems and confusion on the part of the user. Because no one likes to search for their answers for a long time.

There are some basic rules for this, such as click depth. There is a golden rule that says that the most important pages should not be more than 3 clicks away from the start page.

This form of navigation through the individual pages begins with the URLs. They should have a uniform structure that succinctly contains only the important keywords and is easy for users and search engines to read. This means no special characters, use hyphens to separate words and avoid capital letters.

Another point of structuring is siloing. Here it is important to develop a structure of superordinate and subordinate topics and let something like a hierarchy emerge. If you are looking for office supplies, you might be looking for furniture equipment and specifically want new desk chairs.

In addition to this form of structure, there are also internal links. With links within your own website, you link the areas sensibly according to topics. Be careful not to link too much. This confuses both crawlers and users, and in this case less is often more. It is not uncommon for you to lose track of your link structure or even the structure itself. Try to link accordingly in the header or in the text according to keywords and you will have a manageable structure that is crawler- and user-friendly.

Mobile SEO

Mobile phones are also becoming more and more relevant, which is why a responsive web design that adapts to mobile phone screens and increases user experience is indispensable!

Use AMPs for this, Google configures important pages so that they are available faster in the mobile version. Otherwise, mobile SEO plays by the same criteria as search engine optimisation usually does.


These are displayed by Google in the SERPs and will be the first thing users see of your website. So it's important to stand out visually in a positive way. No titles that are too long, no descriptions that are too long. You want to win the user as a customer, so the metadata must also be optimised individually.


Backlinks are a good way to build relevance and increase ranking. After all, another website has recommended you. But to get backlinks you have to consider some points.

Backlinks should...

  1. Be from trustworthy, reputable websites.
  2. Be from a website that is relevant to the topic.
  3. Address the content accordingly.

So for successful link building it is recommended:

Content Seeding
This means that you get your link networking via bloggers and portals. If the website deals with your product or service according to the topic, this is the ideal place for a backlink.

Show expert knowledge

Have you perhaps given an interview in your field or otherwise represented yourself with expert knowledge?

Then you have already used a successful method for a backlink strategy.


Now everything is optimised, but whether it is optimised correctly must be measured. Essential SEO tools can now be used to check to what extent something may still need to be optimised or whether there is no need for improvement on your website.

So we check:

  1. Is visibility increased?
  2. Do all backlinks work?
  3. Has the range been increased?
  4. Is the ranking for the search terms high?
  5. Does your website load quickly?
  6. Are fewer users bailing out?
  7. Have more users become customers?

SEO & Google - All about the Google algorithm

Google is the search engine par excellence. When you talk about search engines, most people probably think of Google. But Google is just as much a complex algorithm that needs to be understood, because it ultimately determines how relevant your website is and whether all criteria are optimised well enough to appear at the top of the rankings.

So it's easy to see why we optimise your website so that it favours Google.

But why are there updates to the algorithm?

Google wants to deliver the best quality search results in order to be a search engine that is accessed by as many users as possible. Search results should therefore be as precise and accurate as possible and show results that are relevant and interesting for the user.

Over time, many have exploited and manipulated SEO to still rank high. So to keep it to relevant search queries only, Google must constantly update to counteract the manipulations.

This also means for search engine optimisation that is not manipulatively designed, to pay attention to the updates and to adapt the search engine optimisation accordingly. What were previously indispensable optimisations for SEO can quickly become irrelevant due to updates.

Therefore, it is important to always keep an eye on search engine optimisation and to continue it continuously so that your website never loses the relevance it has gained.

SEO summarised:

In summary, what do you need to pay attention to now? Pay attention to your users! What are potential queries? What do users hope to find with a particular search query?

How should you get there and is the website designed accordingly (visually, technically as well as user-friendly)? You want to answer the needs and questions and adapt the individual topics accordingly.

You optimise for people! Of course, many things go hand in hand with the search engine like Google, but ultimately search engines and you have the same goal: to be qualitatively appealing to users. So if you cater to your users from the outset, you are doing exactly what the search engine ultimately values. So put some thought into it right from the start - and leave the rest to us!

Team Seo Marketing Koeln