Search engine optimization, how does that actually work? Today we want to take a closer look at the topic of search engine optimization, or SEO. So that you understand how the mechanism (PageRank) and algorithm behind search engines like Google or Bing, Yandex and Duck Duck Go Go works. Of course with a clear focus on Google, the largest search engine in the world. Billions of search queries are launched via Google every day, but this is also where the search for information starts, when buying products. Around 3.45 billion search queries are currently made every day. Accordingly, search engine optimization is interesting for the entire field in e-commerce!
Not only in e-commerce, but also for agencies, service providers and much more, rankings at the top of the search results are extremely interesting. Today we take a close look at the topic SEO, SEA and SEM. What means SEO, what are impressions, clicks and how does content marketing? How to write good SEO texts? How long must texts be? We answer the most important questions that reach us as an agency! Our basic SEO check for you!
How does a search engine work simply explained?
Search engines have the ultimate goal to provide their users with the best and most informative content.
In order to find the best results, you look at the contents of the Internet with your algorithm and evaluate the individual pages using the “PageRank” method, an analysis procedure that we will go into in more detail later. The evaluation of the pages then leads to the listing of the individual pages, sorted by relevance, in a list (the search results). Whoever offers users the most added value and information is placed at the top of the search results. The better the text, the more extensive the overall work, the more linked the structure, the faster the page loading speed, the higher the rankings.
As soon as users place a search query on a portal, the results are displayed within milliseconds. The algorithm of the search engines works 7 days a week, 24 hours a day and constantly re-evaluates the pages of the Internet.
Through these constant updates, operators guarantee Google that their users only receive relevant results. That is why search engines pay so much attention to the quality of the internet pages. Accordingly, texts have to be optimized and prepared before they are published in the blog, on the homepage or in the online shop.
Tip! We have 10 extremely good and easy to implement SEO tips for you!
- The goal of search engine operators is to provide the best information available
- The algorithm evaluates individual pages, PageRank method
- Results are sorted by relevance, sorted means
- Many factors are included in the evaluation: text length, loading speed, links, etc.
- Financing of the operators through advanced placements, e.g. Google Adwords
How many searches are there per day?
Around 3.45 billion search queries are currently made every day. In Germany, for example, 9 out of 10 search queries are made on Google. Nobody leaves page 1, 86% do not click further on page 2, which shows the relevance of the first page. 68% only look at the first 5 of 10 search results
- 3.45 billion searches per day
- 9 out of 10 Germans use Google for search queries
- 86% leave page 1 not
- 68% only look at the first 5 of 10 search results (page 1)
What is SEO optimization?
How does “Search Engine Optimization” work? If you want your own website or e-commerce to be placed high in the search engine results, you have to do search engine optimization, that’s clear.
Search engine optimization means good SEO texts! SEO texts are created by SEO Manager in the company or in the commissioned agency, here it is not only about the continuous text, but about the whole structure and the setup behind it, as described above. Because only by the good basic structure of individual texts, can later large systems be created.
Key figures that give a good overview of the success are, among other things, keywords such as internal links, but also the time spent on the page and the number of pages visited. The longer a user stays on the page, the higher the dwell time. An extremely important key figure in search engine optimization.
Key figure in search engine optimization
- Retention time – How long does a user stay on the page?
- Interaction – When the user actively performs actions (interaction), such as scrolling the page, opening images, clicking links, etc.
- Average number of pages – how many pages do visitors open on average?
- Demographic data – what is the target audience of the site (age, country, city, interests, etc.)
What is SEO content?
The success of search engine optimization is measured by the SEO key figures (above). The basis for success in the search engine is SEO content (texts). Creating content means content beyond the text. As you can see in our 10 tips for the search engine, it is about more than just continuous text. From a clean text layout to information with added value, to internal linking or even image SEO, there are many construction sites on a homepage or in e-commerce.
In addition, the entire structure behind the individual texts comes with their search engine optimization. This structure is summarized briefly and clearly in an editorial plan. This editorial plan is the basis for the cooperation between the agency and you as a customer. It offers a temporal advance planning, but it also conveys the basic strategic considerations of the keywords and topics. The editorial plan serves as an orientation, also for all employees involved.
However, if you want to understand the absolute basics of SEO, we recommend the 10 tips that follow immediately! Because with them you will understand the methodology behind first SEO content relatively quickly and easily.
Keywords – Best Practice: Creative Content Marketing
Before we come to the top 10 SEO tips, here is a quick reminder of the key terms in search engine optimization: keywords!
Keywords are certain terms that are ultimately the objective of a single text. This article could use as a central keyboard for example the term: “SEO text” or more generally “SEO agency”. Clear and focused, as this is about search engine optimization.
About keywords you could write whole books, very simple and nice as an understandable example, I find misspelled terms. They show that a single SEO text can be specifically interpreted. Do you want a small example of creative SEO content?
For example, if a keyword like “SEO Angentur” (yes, you read correctly) is searched for over 2,500 times a month, then good SEO managers get that keyword. In fact, over 2,500 people in Germany search for “SEO Angentur” every month! In the year this is a total of 30.000 searches, for a spelling mistake, which most of them certainly do not take into account! Theoretically, 30,000 potential customers for your SEO agency. The following headline is intended to make Google pay attention to our site for this particular keyword.
SEO Angentur (Best Practice “Spelling Mistakes in SEO”)
Last month there were actually 2,900 search queries on Google.de for the keyword “SEO Angentur”. We have exactly the same here for “Influenza Agency”, because many people confuse the spelling of “Influencer” and “Influenza”, either through ignorance or through auto-correction on the smartphone. Little test? Just search for “Influenza Agentur”! Our social media agency is ranked number 1 in the search results.
SEO example: 472 % performance increase in 12 months
In a social media agency, it’s all about good content, in photo & video productions, but also in search engine optimization, or SEO for short. Content marketing is the magic word, plus a few quality backlinks – but is it really that simple? And does SEO actually work? Here’s a little insight into a customer project we started roundabout 12 months ago. More precisely, a best practice in the area of e-commerce (travel). Total +372 % performance increase or in other words: Partially sold out!
How does the PageRank work?
PageRank algorithm – The so-called PageRank algorithm is a specific procedure to evaluate a large number of linked documents, such as Internet pages, blogs and online shops on the World Wide Web, based on their structure.
How can you improve your ranking on Google? Top 10
Now we have the ultimate 10 SEO tips for your homepage or e-commerce. The answer to the big question, especially for small businesses that need cheap SEO and can’t afford an SEO agency: “How can I make my homepage visible on Google? – here is the answer! 10 SEO agency tips for your homepage and online shop:
- Keywords – Define your keywords, preferably in an editorial plan
- Focus – Focus on one keyword per page
- Internal linking – Set meaningful links in the text
- URL – Create good URLs by title and without filler words (am, im, and, …)
- Other elements – Use bullets, numbering and tables
- Image SEO – graphics, photos and images should be optimized before uploading (compression, file name, etc.)
- External link – links from other pages (backlinks)
- Google Ads – Use Google AdWords to get targeted attention
What does a good SEO optimization cost?
What does search engine marketing cost? The question about the costs of search engine optimization cannot be answered in a generalized way. After all, search engine optimization is a qualitative service, not a quantitative one.
Would be immediately calculable SEO texts offered, can not be serious. Compare only texts for an online shop, e.g. in the area of “pet food” or “holidays”, on the other hand you have SEO texts for demanding topics, e.g. “lawyers and law”, “real estate” or even “capital investments”, the quality and the demand varies with each project and topic.
Accordingly, SEO texts cannot be measured by word count alone. Quality is a high commodity, after all, texts are online for weeks, months and years. This is also about reputation for your company. The quality must be right, not only the algorithm of Google, but also your visitors appreciate that. So you will quickly return to the key figures for success: length of stay, interaction and the average visited pages show.
Quality pays off!
In the end, it’s all about conversion. With good search engine optimization you attract visitors to your offer, only one click away from buying.
Google it sounds exciting for you? It is! With Google Adwords you can reach specific people according to age, interests, place of residence and many other parameters. Food and therefore take a look at the systematics behind paid reach! Read more about Google AdWords and its advantages, costs and campaign management.
Calculation example, costs for search engine advertising
If you want to quantify the costs of search engine advertising, it is a good idea to calculate how much paid traffic (reach) costs, i.e. visitors through Google AdWords or similar models. We put these costs in relation to the organic reach that is gained through good SEO texts.
Let’s take the area “real estate” as an example. If there would be clicks here, i.e. visitors buy, pay more or less depending on the competition on the individual search term.
Click prices: Paid traffic
Here you can see the click price for certain search queries. But you can also see the difference in spelling. Briefly described: You book advertising spaces (individual keywords) with Google AdWords. The fewer advertising spaces are available, the higher the price. As you can see in the example “Buy a house Berlin” compared to “Buy a house Berlin” – 50% saved!
- “Buy a house Berlin” with 9,900 searches per month is at 1.10€ / click
- “Buying a house in Berlin” with 1,000 searches per month is at 1.19€ / click
- “Berlin Haus kaufen” with 720 searches per month is only 0,55€ / click
Those who manage to reach 10,000 visitors per month, can reach 120,000 visitors per year. 120,000 clicks that do not have to be financed by paid advertising. Accordingly, search engine optimization pays off extremely in the long run.
- 120.000 visitors per year at an average of 0,92€ / click = 110.400€ equivalent
A good SEO project, which attracts 120,000 visitors each over 5 years, reaches a total of 600,000 people, an equivalent of 552,000 €.
What does an SEO text cost? How many texts do you need?
Depending on the system and the client, the amount of text that needs to be created for good search engine optimization varies. Not only does the amount of text differ, but also the processing time. There are big differences between small, local companies and online shops with 10,000 articles.
Not only does the beginning of the text differ in individual branches, but also the amount of words, the topics, the publication time (frequency) and the amount of articles published in a certain period of time vary.
- Number of texts
- Number of words
- Theme selection
- Publication time and quantity
WordPress SEO: Text and Open Source System – Recommendation
If you are confronted with the topic of search engine optimization for the first time or at least for the first time intensively deal with the topic, soon you will have to build up a new system, you will soon be faced with the question, what is worthwhile? With which software can I build a good website or homepage and also online shop?
Our recommendation for homepages with good search engine optimization is WordPress! WordPress is a free tool, so-called open source software. With this content management system you can create excellent blogs and even online shops and thus create your own e-commerce system.
You want to know more about WordPress, here are good, basic tips for the open source content management system!
- WordPress: Create website and e-commerce for free
Seo managers take care of the entire strategy, structure and management of the project. Basic requirements for good SEO managers are above all knowledge and experience. Search engine optimization is constantly evolving, as are many other strategies and methods in online marketing. Every year there is new software, new updates, the algorithm is changed, but also the necessary conditions, for example due to increasing competition. A good SEO manager must have all these factors in mind to guarantee the success of a project.
Which search engine is the best?
The best search engine is Google. Apart from the Chinese market and Russia, Google dominates a large part of the market. In countries such as Germany or America, as many as 90% of people use Google for their search queries. 90% of all search queries in a country like Germany, where more than 60 million people are online, means 75% of the total population of 80 million. Accordingly, nearly 54 million people search for products, information and services via Google.de.
54 million search for information
In the large countries, the situation is no different; even in America, well over 90% of all search queries are solved with Google. Accordingly, not only the relevance in the field of search engine optimization is high, but also in the field of search engine marketing, i.e. advertising in search engines through ads, Google clearly plays the biggest role.
Here you can see the market shares of the most used search engines on the desktop according to page views worldwide in selected months from September 2015 to January 2020.
SEO Optimization: Agency, Check, Tools and Consulting
You want to optimize your homepage or your e-commerce? Get in touch with our agency and our contact persons!