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Search Engine Optimization

SEO (Search Engine Optimization) or search engine optimization pursues the goal of improving the findability of one’s own page in the organic search results of search engines such as Google & Co. The higher a page ranks for relevant search terms, the more often it is clicked on. With the help of the snippet, which represents the textual preview of the website content in the search results, users are motivated to click on the page. In the best case, their search intention is finally fulfilled there.

Apart from the common search engines such as Google, Bing, Yahoo, or Yandex, there are also specialized search engines, such as:

• Amazon for product searches
• Indeed for job searches
• Booking.com for hotel searches

In addition, SEO optimization can target other types of search engines besides those mentioned, such as:

• Image search
• Video search
• News search
• Shopping search

With the help of SEO, companies can secure a long-term visible positioning in search engines such as Google & Co. Particularly in the first phase of the customer journey, many potential customers turn to search engines to find out about specific products or services. Regardless of whether it is a matter of research in preparation for a purchase or whether there is already a concrete interest in buying – precisely fitting content in combination with good SEO contributes to the fact that the users are very likely to convert in the end. Thus, SEO plays an extremely important role in the online marketing mix.

SEO is not only a lot of work and effort, but it also takes a lot of time until the first results become visible. In addition, SEO is a continuous process that will never be finally completed. So of course the question arises: Is it worth the effort at all? These five reasons (and many more) speak for SEO:

1. High visibility = high reach. Websites that rank in the top 3 on Google & Co. have high visibility and can thus achieve many clicks and a high reach. Because most users click directly on one of the top results in their search and don’t bother to scroll down, let alone go to page 2 of the search results.
2. SEO promotes trust. Organic search results are not perceived by users as advertising and are consciously clicked on. The higher the ranking, the more trustworthy and relevant a website appears to searchers, and thus also the corresponding company.
3. Even the smallest online store has a chance. The great thing about SEO is that really any website can rank for its own relevant keywords and here not only large corporations have a chance. Even the smallest store can rank high as long as the site is SEO optimized and has a good user experience.
4. SEO is sustainable. Unlike paid ads, an optimized website can reap long-term success and even generate high-quality traffic for years.
5. Save costs with SEO. While SEO is not always cheap, it is cost-effective. Because instead of regularly investing in digital advertisements, the investments here flow into qualified employees.

Search engine optimization is suitable for everyone. Whether small startups, medium-sized companies, large corporations, online stores, and many more – everyone can benefit from SEO. However, the goals and results can vary depending on the company. For this reason, the SEO strategy should be approached correctly from the start and with the support of qualified professionals.

An SEO agency supports its customers in achieving a high organic ranking with their websites in the search results of relevant search engines. This is to attract potential customers and lead them to the website, where they eventually convert. To achieve this, an SEO agency focuses on content creation, backlink building, or technical SEO, depending on the customer’s goal. Meanwhile, SEO agencies often take on other tasks, such as setting up an SEO strategy, PR campaigns (in the area of digital PR), tracking implementation, content design and graphics creation, and conversion rate optimization.

How long it takes until the first successes due to SEO measures become visible varies and depends on different factors. For example, sometimes the first results can be seen after just a few weeks, while for others it takes several months. In general, search engine optimization should be seen as a continuous process that is optimized regularly and over a longer period of time.

When it comes to search engine marketing (SEM), many companies are often faced with the question of whether they should invest more in SEO, or more in SEA (search engine advertising), or both. The answer: In a well-considered search engine marketing mix, a combination of SEO and SEA should come into play. This is because while SEO aims for long-term results, SEA already ensures short-term success. With targeted optimization, the two disciplines can therefore complement each other well and together ensure more visibility, traffic, leads, and sales. The saying “SEO is not a sprint, but a marathon” is fitting here, as SEO is primarily about long-term results and success does not wait around the next bend. In contrast, SEA is more of a sprint, where the results become visible much faster.