What you can do to optimize your site for search engines

What helps Google to assess the relevance of a page

These questions relate not only to technical aspects (Is the page responsive? How quickly can it be loaded?) but also to the content (Do the keywords appear in the meta data? Is the page structured in a reader-friendly way?) The backlink structure is also of interest to Google.

Backlinks can come from all kinds of sites, for example from social media, from a Wikipedia entry, but also from mentions by other site operators. However, you should avoid too frequent link exchanges, which Google naturally recognises as such, as well as buying backlinks. The latter is not only prohibited, but has also been directly penalised since the Google update Fred. Sites referring to your site should definitely be trustworthy. If they are dodgy sites, the bad light will also fall on you. How are these different SEO measures usually managed?

For some SEO tasks, you need an

expertA developer

for

the technical aspects

a page. They are able to optimise a page so that it is almost perfectly aligned with the requirements of visitors and the search engine.

For the internal structure of the site, which should be as reader-friendly as possible, a service provider is also used in most cases for the initial creation. Content marketing belongs in the hands of experts who optimise the content for keywords based on data. Because what we instinctively perceive as relevant terms are often not.

Valuable backlinks are created over time when you network digitally with others and your interesting posts are shared. Of course, a service provider can also help you with backlink building, but building links is actually one of the tasks that you or someone from your team can take on. Backlinks should never appear in large numbers "overnight". Only organic growth has a positive effect on the search engine.

Doing search engine optimisation yourself can save a lot of money

The measures for an optimised site are complex and therefore cost-intensive. For the initial start and the launch or relaunch of a website, basic SEO optimisation by an external service provider is a good idea. Of course, we also create your website or shop in such a way that Google's technical requirements are met as perfectly as possible.

However, search engine optimisation is an ongoing process, which is not only due to the fact that Google is constantly adjusting its algorithm. Regularity is in the very nature of content marketing, for example. In order to position yourself as an expert, you need to keep publishing new and relevant content. The good news is that a page that is updated frequently is also crawled more often by Google. The search engine loves fresh content!

If you have dedicated employees who can make a significant contribution to the search engine optimisation of your site after a thorough briefing, you are laying the foundations for the long-term optimisation of your site. The fact is that a one-off action is not enough to be successful in the search results. The competition never sleeps and adjustments are always necessary.

Train your employees for search engine optimisation

Self-made SEO has a lot to do with social media. Only assign this task to employees who have a high affinity for social networks and are also familiar with them. It doesn't make much sense to assign your accountant to Pinterest by the hour, as they won't feel at home in this medium.

You don't have to be present everywhere, only use the channels that you can manage. Social media has a lot to do with communication, it is not enough to simply post messages. Get in touch with your prospective customers. However, there must be binding guidelines for your employees, for example on the important issue of how to deal with critical comments. If you have a busy Facebook channel, the employee responsible should also log in there after work from time to time. It is an advantage to respond quickly to enquiries, as this can give you a competitive advantage.

However, it is also important to be familiar with the functions of Google (and other search engines) in order to carry out effective search engine optimisation . Here, employees should receive competent training to learn how best to handle content on the site and the importance of linking for search engine optimisation.

How can employees specifically contribute to search engine optimisation?

Create content

Have knowledgeable employees write about developments in your industry. These can either be published on your website or uploaded to a separate blog. The advantage of a blog is that the language can be more personal and authentic than would be appropriate on a company website. A look behind the scenes and news from the company's everyday life can also be very interesting for your visitors. At the same time, you can strengthen your corporate identity in this way. Show your personal side and communicate your values. But beware: this task requires a lot of sensitivity and should be carried out by an employee who can always maintain the balance between personal - and too personal. Remember that you are always writing for your target group, not for yourself. Always keep their interests in mind and create added value.

Publish presentations

Topics that have been edited for a presentation can be prepared for the web and also published. This can either be done on a sharing platform or you can set up a PDF download on your website. Image brochures that were created offline for expensive money but are not yet online are also suitable for a presentation on the Internet and strengthen your public image.

Get backlinks

All social media channels on which your company's url can be specified are useful for generating backlinks and ensure a better rating by the search engines. Comments and a link can also be left in related blogs or forums. But beware: this should never be done clumsily and hastily in forums, but only once the employee has become part of the community there. Then, however, this type of advertising is priceless, not only because of the backlink, but also because it reaches the target group directly.

In company search engines and company directories , you can not only find business partners, but also present yourself. This not only increases visibility, but also provides backlinks. You can also ask business partners for a link.

In general, wherever you become visible on the internet in a positive way and get a link, you have gained a lot. Over time, you will build up an organic digital reputation that could hardly be realised by an external service provider. Sit down with your employees on a regular basis and let them make suggestions. Most people today are active on at least one social network and could represent the company there.