10 Reasons Explaining the Relevance of SEO

SEO — for many a book with seven seals. What is Search Engine Optimization actually, why is it preferable to placing ads, and how do you get more visitors to your website? How does SEO work, how relevant is SEO, and what are on-page and off-page SEO? Questions upon questions. We’re putting up a spotlight today and will bring light into the inky SEO darkness.

What Does SEO Mean?

You probably know this from your experience — you are looking for something on the internet and go to Google, enter your search term, and get matching pages displayed. Usually, you click on one of the links on the first page of the search results, and in the best case you have found exactly what you were looking for.

This is where SEO comes into play — at least from the site operator’s perspective. To appear in a top position in the search results, the company behind the page has to do SEO, i.e., search engine optimization. The better and the more carefully this is done, the higher the chances of landing high up in the list.

SEO consists of many steps and measures and has the goal of getting as much organic traffic as possible to a page. Organic in this context means that the visitors have not become aware of the page through advertising or backlinks, but just through the search results.

Although there are many search engines, Google has such a strong market position that we will talk about Google in this article in the further course. But first, here are two nice SEO nerd jokes for you:

1. What is the best place to hide a body? Page 2 on Google.
2. What is a safe place to hide a body? Somewhere on Bing.

What Is the Difference Between On-page and Off-page SEO?

The goals of SEO are clear, but the means are very diverse. A rough distinction is made between on-page and off-page SEO. But what is the difference?

By the way, nobody knows exactly how many factors influence the ranking on Google. However, experts assume that there are around 200 different metrics, which refer to factors on the website itself as well as those that happen outside the page.

On-page SEO

As the name suggests, these measures are those that are undertaken directly on one’s own internet presence. Google’s search algorithms should not be underestimated.

They can distinguish whether these activities make sense and are really relevant, or whether they are just bumbling attempts to get a better ranking in the search results. The most common measures for on-page SEO include:

Writing Relevant Content With the Right Keywords

Among the most important characteristics of a good website is relevant content. Only when readers are actually offered added value does a website have the potential to appear in the top search results.

Building Internal Links to Other Pages of the Website

Internal links show Google a certain structure and also enable a longer stay on the page.

Optimization of the Page Title (Meta Title or Title Tag)

Great importance is attached to the page title. It tells Google what the page is about and allows it to check the content.

Writing the Best Possible and Appropriate Description of the Page (Meta Description)

The description is not only very relevant for Google, but it is also the first impression a potential user gets of the page, as this description appears in the search results.

Improving Page Speed

It seems like page speed is essential to Google. Slow pages decrease the user experience and are therefore penalized in the ranking.

Optimizing the Mobile View of the Page

Mobile First — About two years ago, Google officially announced that the mobile side of a web presence is evaluated first, followed by the web version. Therefore, it is important to optimize your pages for mobile devices.

Integrating Structured Data Such As Tables or Lists

The integration of structured data gives a text more clarity, makes it easier to read and easier to understand. Google appreciates this with better rankings.

Off-page SEO

By analogy, off-page SEO refers to all activities that do not take place directly on the website itself, but on the Internet in general. Three main measures can be identified here:

Link Building (Backlinks)

Link building creates relevance for one’s own website. The more frequently one’s own site is referred to by high-quality sites, the more significant it appears to be.

Basically, a distinction is made between organic links — i.e., those that arise due to excellent content that others like to refer to — and organized backlinks. The latter are created, among other things, through active collaboration with other sites. In our blog post on the subject of backlinks, you can learn the exact background to this.

Social Signals

This refers to links that link to a website from social media. It’s about likes, retweets etc. Whether comments or ratings are also included in the ranking is not certain.

Public Relations and Branding

The stronger a brand is, the higher the chances of being ranked well. However, exactly how branding can be generated is equally not assured. One factor could be Google searches for a brand name, as well as many backlinks.

Why Should You Do SEO Instead of Placing Ads?

SEO vs. advertising — in this contest, the relevance of SEO clearly surpasses the one of placing ads — for the following reasons:

1. SEO has a direct impact on the ranking.
2. Organic traffic does not cost money (except for the SEO measures, of course).
3. SEO activities can be carried out very well and in a structured way.
4. SEO brings the right customers (target group).
5. Search engine optimization can be done by anyone, no matter if it is a corporation or a small online shop.
6. Organic results create trust.
7. Measures in Search Engine Optimization can be measured excellently.
8. Thanks to good SEO, you do not leave the field to your competitors.
9. You have the chance to present yourself as an expert in a field.
10. Everyone uses search engines.

Let’s take a closer look at these reasons and their backgrounds:

1. SEO Has a Direct Effect on the Ranking

Advertising may bring traffic to the site, but ads have no effect on ranking. Instead of advertising, you should do targeted SEO to generate long-term and sustainable organic reach and traffic.

2. Organic Traffic Does Not Cost Money

Another superb reason why you should take SEO seriously is the cost factor. Except for performing SEO, organic search results don’t cost any money.

3. SEO Activities Can Be Carried Out Very Well and in a Structured Way

Many who deal with Google advertising claim that it requires a PhD because the possible settings are huge and highly complex. By the way, the same applies to advertising on Facebook (Meta).

SEO activities, on the other hand, can be carried out in a simple and structured way — for the most part, even by laymen. For optimal results, however, the involvement of a specialized agency, content writers and SEO experts is advantageous.

4. SEO Brings the Right Customers (Target Group)

Through the content you create and the keywords you use, you define who will find you. Your target group will search for exactly these terms and topics and will find you. Advertising, on the other hand, is usually more widely distributed and is also displayed to people who are not interested in your product or service.

5. Search Engine Optimization Can Be Done by Anyone, No Matter If It Is a Corporation or a Small Online Shop

You don’t have to have a considerable budget to do SEO as a company. Unlike advertising, which can quickly cost tens of thousands of dollars, search engine optimization can be done with relatively small means. Another reason explaining the high relevance of SEO for almost every business.

6. Organic Results Create Trust

You probably feel the same way — if you have the choice to click on either a sponsored or organic link, you’d rather take the organic one. It’s honest, and it will most likely match your search query better. Until the link has made it to the top of the ranking so that you click on it, it had to withstand the hard criteria of Google’s algorithms.

7. Measures in Search Engine Optimization Can Be Measured Excellently

Much better than advertising, the success of SEO can be measured. You can retrieve countless key figures such as the ranking, the click rate, the bounce rate or the loading times. The free Google tool called Google Analytics is great for this purpose.

8. Thanks to Good SEO, You Do Not Leave the Field to Your Competitors

Your competitors will definitely do SEO. If you don’t want to leave the field and especially the top positions in the ranking to them, you should also become active. At the same time, you will strengthen your brand and may even be perceived as an expert eventually.

9. You Have the Chance to Present Yourself As an Expert in a Field

If you, as a user of a search engine, search for a certain topic and the page of a certain provider appears again and again in the top search results, this provider appears to be an expert in this field. If you can do the same, people will perceive you as an expert, bookmark your page and come back again and again.

10. Everybody Uses Search Engines

Google has about 3.5 trillion search queries per year — that’s a number with 12 zeros. With almost 8 billion people, this means that each person — whether baby or old — searches for a term around 437 times a year. So, there should be a real chance for you to get a piece of the pie.

We hope that with these 10 valid arguments, we could showcase you the relevance of good SEO.

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