What users are looking for - SEO basics for modern search engine optimization

The most beautiful, most attractive and best site on the Internet is of no use to you if the site cannot be found. And that currently means on the Internet that your site must be search engine optimized so that it is listed among the first hits on Google. Otherwise you will disappear further and further into the back pages. But the SEO basics are not principles that have existed for decades but are subject to a constant flux. Find out what Google is demanding today here.

The SEO basics - about searching and being found on the web

A few years ago it was enough for them Search Engine Optimization, if you were able to fit as many keywords as possible into as little space as possible. Phrases like “You are looking for pizza in Berlin, then order your Berlin pizza to your door now” were clearly written only for algorithms. Google has long since realized this and such a high density of search terms leads to devaluation. Texts have to be written for people. Content is king also applies to search engine optimization. Of course, that doesn’t mean that search terms have completely disappeared, it’s just that they should be used with human density and where they count. These are structuring subheadings, headings and URL. First of all, you have to know what your (potential) users or customers are looking for. Research tools help to first find out what users are looking for in a product or service. The users are not always experts in the matter and for many hobby DIY enthusiasts, a squared timber is just a beam. This must be taken into account when creating the text. Using adverts placed on Google can be a good way to increase your organic reach via pure search results. But it should never be the method of choice. Search engine optimization is more important than search engine marketing in the long run, but that doesn’t mean paid ads shouldn’t complement optimization. You just have to find the balance.

Security and structure

Google (this also applies to other search engines, but due to the high number of users we will refer to Google here for the sake of simplicity) likes security and likes structures. Pages that have SSL certificates and thus guarantee Google users appropriate protection receive a better ranking than those with potential for damage. Ultimately, users save the negative experience as a mishap when Googling, which the search engine giant naturally wants to avoid. A page structure that is easy to navigate and easy to read by machine is also a tool for search engine optimization. A page structure like this can easily be created as a drawing without much practice. A hierarchical tree leads from one page to the corresponding subpages - this can also be built piece by piece. From the main pages to the secondary pages. Not only Google appreciates such clarity in structure and navigation, but the users of a site also want to understand how they should move through the pages. The structure also includes internal linking, which is particularly important because Google does not provide ranking signals for every subpage. Your site must be able to do this independently.

On Page - the optimization is on your side

There are several things that count beyond the pure text content on your page that can really give you a boost in search results. This includes the creation of meta descriptions that are individually tailored to each page. In addition, texts should be updated regularly; Google likes fresh content, for example in the form of a website blog. If the texts are then structured using subheadings, all the better. After all, they should allow people to immediately scan for relevant content with a quick scan. As with all other SEO tools, the same applies here: create a site for people, not machines. Google has long since figured out the cheapest tricks like keyword spamming. Media content is also an essential part of optimization. Remember that you want your site to be accessed on the go. This means not only the need for responsive design, but also the scalability of images. Gigantic photos and video intros are therefore not a good idea; a certain minimalism is required. On average, any impassability on your site also reduces the length of time your users stay. After all, why should they bother with a poorly structured, slow-loading website when the competition does it better? And Google also looks very closely at the length of stay. People like to stay on your site for a long time, then Google sees this as a sign of quality. And enhances you.

Confirmation from outside - become quotable

We all like it when people talk positively about us. This not only increases self-esteem, but also popularity. And that’s exactly how Google sees it when it comes to websites. SEO doesn’t just happen on the site itself, but also in the vastness of the World Wide Web. If your site is linked to other sites, Google sees this as a sign of quality. Others may quote you as an expert, give you positive references, or cite you as an answer to a question. Every single link no longer counts; here too, Google is working on learning to distinguish quality from quantity. So obscure Reddit forums are less relevant than high-quality news articles. If you consciously want to use external links as part of your SEO strategy, you should make sure that they lead to the most relevant page on your website and that you use different anchor texts. A social media presence is also becoming increasingly important. If you are active on Facebook, Twitter and Instagram, it will not only help you build your own brand, but also improve search engine rankings. Just show search engines that you are active and engaged.

Understanding SEO as a tool for people

Google’s rules are an exciting field and are constantly changing. The rules and basics for SEO are constantly changing, because of course Google tries to weed out the black sheep and prevent misuse of the algorithm. What you can do to really optimize your site for the future actually has less to do with Google. A well-optimized site must be easy to use, it must be structured logically, it must give users a quick and competent overview of the content and it must be kept up to date. In turn, this leads to external mentions and to users consuming the content on the page, which in turn increases Google’s ranking. Adjustments such as optimization for keywords, research into the exact habits of users and the placement of search engine advertising are then (almost) just the icing on the cake. Image source: unsplash.com