SEO and World Domination – Eternal Interference
Anyone who has worked in medium or even larger internet companies will know that SEO always interferes everywhere. The reason for this is simple: As Google and its competitors in the search engine market become
- Server selection, hosting, domain selection, etc.
- Technology:
- Speed and loading times; management of resources such as Javascript, CSS, images
- Clean HTML structure (semantics)
- Slim media management (images, films, etc.)
- Index Management: What should and can be indexed and what should not – and the avoidance of collisions in this area
- Directory depth and crawling
- Content:
- Avoidance of duplicate content (Duplicate Content)
- Handling of search queries and search intentions (Keywords/Rankings)
- Creation of relevant content
- Silo management (in which navigation branch should what be summarized)
- Monitoring of User Engagement (Time on Site, Bounces/Exits)
- Optimization of outdated content
- Expansion of the site structure (Blog, Lexicon, Glossary)
- Drafting new texts (at least contributing to the briefing)
- Research and identification of new keywords and search phrases
- Outreach:
- Devaluation of harmful links (from “criminal” networks or from networks that contradict the search engine code)
- Linkbuilding of organic backlinks (but do not buy)
- Collaboration with
- Google Ads (SEA) – new keywords and inquiries
- Social Media – Content Distribution
- Press Department – Creating Unique Content
- Technology: Optimization of technical performance
- Usability (UX) – Optimization of usage signals
- Market research – Identifying new competitors
- Web analysis
All these areas of activity and trades contribute to a good performance in organic search, and that is why SEO gets involved here to advise, optimize, and analyze. Since this annoys most other departments, SEO must primarily be one thing: a diplomat! And because the areas are so diverse, an SEO specialist is not a genius but is capable of sharing their knowledge well to help the professionals do a good (search engine) job. SEO gets involved in the initial conception right away and then consistently accompanies the operation of the online shop or portal, sometimes more and sometimes less.
SEO costs something and is still inexpensive
Anyone who believes SEO is a one-time thing, free, or only needed in phases is mistaken. The claim that SEO costs nothing keeps coming up. That is also not correct! For search engine optimization, you need experts, training, time, and resources (at least temporarily) in other departments. This costs money. This discipline cannot be free, but since SEO is sustainable, meaning that once implemented measures are effective over the long term, it is relatively to very inexpensive compared to any other online marketing channel. 80 percent of all internet sessions begin with a search (whether paid or organic). The traffic share of ‘SEO’ is globally about 60 percent in the entire digital marketing mix bezahlter Suche paid search anderen Kanälen other channels Quality factor in SEA. This “Quality Score” is used by Google, for example, in Google Adsto assess the extent to which the respective landing page has sufficient to good quality for the respective ad. Here, the technical and content quality, which can result from good search engine optimization, also counts. The consequence in this case would be a lower click price for Google ads (CPC). In this sense, search engine optimization is also the foundation for good online marketing, as even retargeting ads, affiliate advertising etc. benefit from high quality.
Do you want to engage in SEO marketing and need support? Then contact us! Do you want to learn more or have your team trained on this topic? Then check out our analytics seminars.
