SEO stands for "Search Engine Optimization". It involves various measures and techniques designed to help improve the visibility and ranking of a website in the organic (non-paid) search results of search engines such as Google or Bing. The goal of SEO is to drive more qualified traffic, i.e. more interested visitors, to the corresponding website.
Why is SEO important?
A good ranking in search engine results is crucial, as users usually only pay attention to the first results of their search query. Companies that are listed in the top positions of the search results have a higher chance of more clicks, more website visitors and ultimately more potential customers and sales. SEO thus offers the opportunity to achieve a high reach in a cost-efficient way and to meet the demands of the various search engine algorithms.
On-page and off-page SEO
SEO measures can be divided into two main categories: On-Page and Off-Page SEO. On-page SEO includes all optimization measures that are taken directly on the website, such as structured content, the inclusion of keywords and the optimization of meta tags. Off-page SEO, on the other hand, refers to measures that take place outside of one's own website, such as entering into partnerships, generating backlinks, and being present on social networks.
The role of keywords
Keywords play an important role in SEO. They are the words and phrases that users enter into search engines to find information, products or services. A careful keyword research helps to identify relevant keywords for the own offer and to use them specifically in the content of the website. In this way, a better match with the users' search queries can be achieved and the website can be better placed in the search results.
Changes in the SEO area
SEO is a constantly changing field, as search engines are constantly adapting and refining their algorithms to provide users with the best possible results. Therefore, it is important to keep an eye on current SEO trends and adapt measures accordingly. Examples of such trends are the growing importance of mobile optimization or the increased consideration of user signals such as dwell time or click-through rate (CTR) by search engines.
