SEO Agency in India to Improve Your Keyword Rankings in Google
Search engine optimization – a holistic introduction
The topic SEO is for many companies still a constantly developing book with seven seals. Theyear 2021 also brings further challenges.
The technical SEO such as e.g. B. Code structures that lead to better loading times and thus to a more pleasant user experience overall are increasingly linked to content-related topics and usability optimization. This presents many website operators with the challenge that their developers are forced to work even more closely with the web owners, who in turn have to cooperate with the editorial text creation. And everything that is strategically decided for the general online marketing concept can and will have a lasting influence on organic visibility.
As a web agency, we are therefore repeatedly asked by many interested parties:
“What does SEO mean?”
We reveal the secret, so that you can find your way in the sometimes mystical world of search engine optimization from now on.
With our tips and tricks, you will quickly realize: SEO has little to do with hocus-pocus or a capricious search engine. A sophisticated strategy, a lot of hard work and patience are the cornerstones of any professional search engine optimization.
SEO OPTIMIZATION – THE RELEVANT BASICS
At the beginning there are three letters: SEO. This is the abbreviation for Search Engine Optimization and includes all methods that should help to increase the visibility of a website in the search engine results (SERPs for short).
SEO is roughly divided into two sub-areas: Onpage– and offpage optimization.
By its current definition, Ersteres includes all measures for the technical and content improvement ofa webpage, while Letzteres aims to expand the position of a page in the SERPs through reputation.
The relevance of SEO
You may be wondering why search engine optimization is so important. Quite simply: Search engines are still the first point of contact for users when it comes to obtaining information on a wide range of topics and products.
A survey conducted by the Arbeitsgemeinschaft Online Forschung in June 2017 showed that using search engines is the most common way to use the Internet. Accordingly, a proud 92.9 percent of respondents stated that search engines were used frequently or at least occasionally.
Top-3 – or invisible on the net
In order for as many interested parties as possible to find their offer in the vastness of the Internet, professional search engine optimization is indispensable. why? Eye tracking studies on user behavior in the search results make it clear that interest in the displayed posts continues to decline from top to bottom.
The following figure illustrates succinctly that the first three search engine results in particular are the focus of attention. The other contributions are only addressed by the user later – if at all. These are a few seconds that decide on a click and thus on a conversion.
With a sophisticated strategy for website optimization, you ensure that your content moves more into the field of vision of your potential customers. The higher the individual pages are placed in the organic search results, the more users can access your content. This in turn increases the click-through rate and traffic.
But which principles exactly are responsible for the fact that one side ranks better than the other? To answer this question, it is helpful to understand how a search engine works.
“Google SEO” – the market leadership of a search engine
A look at the market position of the Search Engine Google makes it clear why search engine optimization makes sense, especially for Google.
The global market shares of search engines (as of September 2018)
Google, the giant. What began in 1998 as a university research project in a garage has now secured first place on the search engine market in the long term.
For every request, Google makes use of a huge stock of stored data, its so-called index. This now comprises more than a trillion entries, which are diligently collected by so-called crawlers. And there are more and more!
With this amount, of course, there are thousands and thousands of pieces of information about a request. In order to filter out the most suitable data and to provide the user with the best possible result, Google evaluates and lists the individual entries based on their awareness, seriousness, timeliness and added value.
More than 200 different ranking factors play a role!
In this video, Matt Cutts, former head of the Google web spam team, explains how the Google search engine works.
In order to prevent the manipulations of the ranking, the exact variables of the Google search algorithm are not known, but the Google ranking can be improved with a few tricks – without violating the official Google Webmaster Guidelines.
In order to expand the online visibility of your own website, you need to convince Google that your website provides exactly the content that users are looking for for certain search terms.
How does this work? With the following SEO measures – just read on!
Search engine optimization
hands-on: tips and tricks for practice
Of course, you want users to actually find your websites. Therefore, make sure that the content of your website is actually retrievable. Because even a small, incorrectly set line in the meta tags ensures that Google’s Robot does not index the corresponding page, which ultimately makes the content disappear in the deep web.
We are talking about the noindex tag, which is specified as follows in the source code:
However, if you do not want to manually check every single source code of your versatile website, you have the easy option, for example, to find out via a site query whether all your webpages can be found in the Google search engine results. To do this, simply enter the command “site:domain.tld” in the search slot, where “tld” stands for your so-called top-level domain (for example .de or .com).
Furthermore, you now have the opportunity to view a detailed report on index coverage in the Google Search Console (formerly: Google Webmaster Tools). Here are all URLs that have been bugged or where there are problems with inclusion in Google’s index.
As if that weren’t enough, the Search Console provides a URL checking tool that outputs a wealth of data on every single URL. This includes the time of the last crawl, the admissibility of indexing and the crawling permission – information that can be worth its weight in gold for a webmaster!
A secure connection creates trust – especially in times when data protection is intensively discussed. No wonder that the switch from HTTP to HTTPs is no longer a freestyle, but a duty for good search engine optimization.
Websites that do not have a corresponding SSL certificate can be recognized on the one hand by a missing green padlock in the browser line. On the other hand, when clicking on the info icon in the browser line, the visitor receives the disturbing message “The connection to this website is not secure”.
Since the Google Chrome browser version 68, the vulnerability of affected websites has been presented even more transparently for visitors. The warning “Not safe” is then prefixed to the actual URL in the browser line.
It is understandable that potential customers could recoil with regard to such reports and switch to the competition. The increased bounce rate that a missing SSL encryption can generate will also have a negative effect on the rankings of the page in the worst case.
So show your visitors that you are concerned about their safety when surfing.
Find the right search terms
Google indexes websites mainly based on their readable content. By interweaving topic-relevant search terms, in modern German “keywords”, Google recognizes that the corresponding page is relevant for this content.
The search and evaluation of search engine-relevant keywords is subject to certain criteria that contribute significantly to the ranking success of webpages:
Spelling (plural or singular)
Synonyms (semantically similar terms)
Keyword research and analysis requires a high degree of technical know-how in dealing with various analysis programs. For this reason, SEO specialists are usually used for this task.
In the meantime, if you want to go on a keyword hunt yourself, even if it is out of pure curiosity, you should visit Google Trends. With this free tool, you gain an initial overview of topics and search terms that are currently often searched for via Google.
Alternatively, there are many third-party keyword utilities, but they are usually subject to a charge. After all, you can get a clear impression of their performance with the KWFinder from Mangools, which delivers a useful selection of information for search terms – to a certain extent even free of charge.
Attention: Avoid search term “stuffing”
Once the appropriate keywords have been found, it is important to keep a measure. Unfortunately, the misconception of bygone SEO days is still circulating that web texts must contain as many keywords as possible in order for the page to rank well.
You can’t just leave it like that these days. So-called keyword stuffing annoys not only human readers, but also Google. Want a taste? Gladly – here is an example from the Google quality guidelines for the use of these so-called superfluous keywords, in which one has meant it a bit too well with the accommodation of the term “individual humiders”:
Under certain circumstances, a page with such content could be viewed negatively. Google is less and less happy when a page seems overoptimized (you could also say: unnatural) – whereby keyword stuffing is only one aspect of such over-optimizations.
Depending on the severity of violations of Google’s Webmaster Guidelines, there may be a lowering of individual rankings, website-wide penalties or even permanent site removal from the search index.
Therefore, do not overdo it with keyword density. Where your search terms should nevertheless be placed, you can see here:
in the page title
in page content
in file or directory names
in link texts
in the meta-data
in ALT attributes of images
Convince with useful, unique content
For Google, the following applies today more than ever: The positive experience of the user (Page Experience) is clearly in the foreground. Google’s main goal is to provide its users with high-quality search results, but this also means that after clicking on the result, the user will find the information or offer on the landing page that he expected in his search.
In short: “Excellent content deserves the best places in the SERPs.”
Among other things, the Panda update, which was rolled out for the first time in February 2011, ensures that pages with inferior content achieve worse ranking results than those that offer the user real added value. Meanwhile, the Panda update is an integral part of Google’s core algorithm – so rely on high-quality content!
But what is “high-quality content”?
Try to put yourself in the position of your users. Does your visitor receive the information they want on their search query? The more precisely and/or originally you respond to the needs of users with your content, the more likely Google is to reward your efforts with a good ranking.
Profitable Content is characterized by the following features:
answers user questions holistically
target group-oriented writing style
not only contains keywords, but also explains them if necessary
Users are addressed directly
sensibly structured by headings and paragraphs
loosened up by thematically appropriate graphics and images
grammatically and orthographically correct
further helpful suggestions can be found here from Google itself
In addition, refrain from putting your company in the best possible light for better or for worse. Better focus on what your customers are looking for. Show them what supporting role you can take.
Last but not least: To ensure that your texts not only shine on the desktop, but also look good for mobile devices, you should use responsive design for your website. With this application, the presentation of your website automatically adapts to the respective device.
Take these tips to heart, increase the chances that your visitors will stay on your website as long as possible. This not only improves the relevance for Google, but also the probability that visitors will ultimately become customers.
Mobile First – can your website be mobile?
The fact that mobile devices, such as smartphones and tablets, make up a large part of website visitors should no longer be a secret. Google has been announcing the topic of “Mobile First” for several years and plans to rate websites that have designed their content only on desktop worse or even remove them from the index.
Most recently, Google announced in the summer of 2020that the final changeover will take place in March 2021 and that there may even be problems with separate URLs for desktop and mobile versions (such as so.B so-called .M-Dot websites).
Google has already published initial information on the review and procedure. .B It is recommended, for example, to use the same robots meta tags in the desktop and mobile versions and to prevent lazy loading (content/objects only when a request is made from the data source) in the mobile area. Google also provides some best practices here.
Page Speed Optimization (PSO) – because long loading times are real conversion killers
Nowadays, it is no longer a secret that the fast accessibility of websites is crucial for users.
No one likes to wait for something – and with a wink we can say: The number of patient surfers on the World Wide Web has declined at least as rapidly over the past ten years as the number of smartphone users has increased rapidly.
One therefore likes to speak of a loading time upper limit of 3 seconds. And even if this “3-second rule” is only half the story,Google, fueled by the ongoing mobile boom, is increasingly ungracious to slow websites.
Google Page Speed Test von testmysite.io in 3 Sekunden
So it’s better not to be one of the snails of the Internet!
With the free tool Google PageSpeed Insights you can check the speed of individual webpages or the average performance of your entire site (using the operator “origin:”). In addition to specifying the loading speed, this tool also gives you concrete optimization suggestions with which you can improve the loading speed of your page – for both the desktop and mobile versions.
For page speed optimization, there are three Core Web Vitals, which in all probability have a high influence on the rankings:
LCP – Largest Contentful Paint – describes the loading speed of the largest single object on a page
FID – First Input Delay – describes the response time of the page to the first user input
CLS — Cumulative Layout Shift — describes the measure of how much the content of the page jumps as more content loads.
Unfortunately, it is not possible to make a general statement in advance as to which measures will have the greatest impact. As always, we need to test what works and what doesn’t. However, the CLS in particular can have a great influence on the user experience. It is very exhausting for the reader to follow an exciting article when you are repeatedly interrupted or unexpected advertisements are displayed. Google is getting better and better at collecting users’ data and including it in the rating.
Image optimization also plays a very important role in terms of loading times. Website operators should provide technical solutions (such as.B alternative image formats [webp etc.], optimized file sizes, progressive storage, etc.) that cover this topic.
Use search engine and user-friendly URLs
Surely you know these URLs, which because of all the cryptic signs do not even give an idea of what they have in store for visitors. Here is an example:
So-called talking URLs make it easier for users and search engines to quickly understand what content is waiting for them here. For this purpose, it is necessary that the keywords that reflect the topic area of the corresponding domain are part of the URL.
This allows not only the user, but also the search engine to read the corresponding URL better. Also, pay attention to a legible, unconlacable structure of your URLs.
The optimization of our example URL could therefore look like this:
Much better, right?
The metadata of a URL consists, among other things, of a title and a description. The meta information is used to transmit information or commands about a website to the browser or Google bot.
The title gives the search engine and the user information about the parent topic of the landing page, while the description briefly outlines the content. With this data, search engine crawlers can assign websites thematically appropriate.
Titles and descriptions are usually displayed to the user as a snippet in the SERPs. You are therefore the figurehead of your website in the search engine results. For this reason, the content should be as concise and appealing as possible – almost so irresistible that the user can’t help but click on it.
Practical tips for your basic metadata:
Each URL should have a description and a title.
The titles and descriptions of the pages should not be repeated.
Title and description should not exceed a certain number of characters or pixel width.
Both the title and the description should contain the keyword you want to rank with for this page.
By the way: With the help of a SERP snippet generator, you can display how your website’s search hit is displayed in the search engine results. Try it out with a free SERP snippet tool!
Other examples of meta-data:
Viewport command to adjust the display dimensions
Robots command to control indexing and set links to nofollow
Authorship statement , which informs the bot about the author of the content
various geo-data containing data on the region and coordinates.
All in all, there are many different ways to specify or expand the content with meta tags. However, it is also important here: Do not build in as much as possible, but decide on a case-by-case basis which information makes sense at all.
By the way: Have you ever wondered how some page managers manage to get rating stars in the search results? Such extensions are also based on metadata, more precisely on extended structured data or’rich snippets’. The secret of enriched snippets in general – and the stars in particular – is vividly revealed here, for example. (Reading recommendation for advanced!)
If we have previously described measures from the SEO field of on-page optimization, we now come to offpage optimization.
The main discipline of this SEO subarea is the so-called link building, which aims to improve the ranking by building backlinks (referrals).
If the links come from thematically relevant and trustworthy domains, they contribute to the Google crawler finding websites better, visiting them more often and especially classifying them as more valuable.
Visitors can also be lured by cleverly placed, further links to their own online content.
As with onsite content, the following has long been the case for backlinks: Quality comes before quantity!
Google’s algorithm nowadays also detects low-quality links, so unfair link building (such as purchased links from abroad) can lead to a penalty.
Note: The subsection SEO offsite is already quite complex and multifaceted in itself – that’s why we have given it its own introduction and published a BIEG guide on the subject of link building in cooperation with the IHK Hessen – take a look!
Don’t succumb to the dark side of SEO!
As already mentioned, overoptimized pages are rated negatively by Google. There were times when Google could still be tricked with different factors, so that a webpage could be “pushed” into the top rankings relatively easily, using schematic tactics.
But thanks to the algorithm updates “Panda” and “Penguin”, the Google ranking can no longer be sustainably manipulated by shady methods such as keyword stuffing. Rather, the deliberate violation of Google’s search engine guidelines can lead to being excluded from the Google index.
And believe us: Google recognizes and evaluates all data that could be associated with web spam – this applies to page content as well as backlinks!
Therefore, make a wide arc around agencies that work with so-called BlackHat SEO methods to manipulate the ranking. You only risk that Google punishes your website and in the worst case it is no longer findable for your users.
Search engine optimization has been very data-driven for years and this trend is clearly continuing in 2021. In times of GDPR guidelines, where the measurable amounts of data have been reduced by 60% and more, there is a major challenge for search engine optimizers and web analysts. What data is actually still available and how can it continue to be used sensibly? Many data sources (Google Search Console, Google Analytics but also third-party data sources and tools from the SEO environment) must be connected to each other and interpreted sensibly in order to design an optimal SEO strategy and incorporate it into an online marketing concept.
Practice patience; the SEO impact latency
You have taken all our tips to heart and are now wondering how long it will take for these SEO measures to improve your Google results? Maybe you just impatiently click again and again on the update icon in the search engine results?
Let that be. When exactly an SEO brings first results, can not be determined in a general way.
The duration until the first ranking improvements occur is influenced by many different factors, such as how much the keywords you use are courted. Even if you as a website operator have only just gained a foothold in the World Wide Web, Google must first get to know your content and classify it as “trustworthy”.
How long does it take for the optimization to take effect?
In the following video from the Google Webmaster Channel on YouTube, Maile Ohye gives a guideline for how long it takes on average for SEO measures to lead to changes: between four and 12 months.
Also keep in mind: Many SEO factors revolve around the question of what experience users make with your website. This user behavior must first be collected and analyzed by the search engines.
Only in this way can Google consider whether your content delivers the results that users actually want in relation to their request. Of course, this process takes some time – especially with off-page measures such as link building, you have to prove your staying power.
Local SEO / Local SEO – a question of reach
You now have a first overview of some SEO measures that you can use to improve the rankings in Google search results in general.
Also for business models that want to focus on a specific region, there is a special SEO solution: the local search engine optimization.
This fulfils the task of displaying the user the most detailed information possible about service providers in his immediate vicinity. Local SEO is therefore basically interesting for every company size, as the optimization primarily wants to reach potential new customers regionally.
Are you also interested in improving your Google ranking in local search? The first step in getting your website to appear on Google Maps is to sign in to Google My Businessfor free.
The most important things again in brief
The search engine Google has undergone a major transformation in recent years. Thanks to intelligent algorithms, the age of Google trickery is finally over.
Although keyword analyses and backlinks are still relevant from a technical point of view, the focus is now on usability and user experience,i.e. the added value that truly excellent content offers.
Holistic SEO therefore always means the well thought-out interaction of interdisciplinary processes. SEO is also a dynamic specialty of online marketing.
What is current today may already contradict Google’s algorithm tomorrow. You have to stay on the ball all the time in order not to lose track here. SEO is a full-time job.
We are happy to support you in the project to offer your visitors unprecedented, creative content that is currently in demand.
You can find even more interesting facts from the world of online marketing in our blog. If you would like to learn more about search engine advertising, SEO and social media marketing, we would be pleased to get to know you personally!