Search engine optimization (SEO)

SEO, the abbreviation for Search Engine Optimization (Suchmaschinenoptimierung), includes all measures aimed at improving the visibility of a website in the organic search results of search engines like Google. The goal is to generate more qualified traffic by optimizing the ranking of a website for relevant search terms.

A key focus of SEO is on-page optimization. This involves improving content and technical aspects directly on the website, such as optimizing headings, meta tags, images, and internal links. Keyword research and the integration of relevant terms also play a central role in ensuring that the content is both understandable and engaging for search engines and users.

Another important component is off-page optimization. This includes measures outside of your own website, such as building backlinks, which are links from other websites that serve as trust signals for search engines. A strong off-page strategy increases the authority and credibility of the website on the internet.

Example: An online shop for sportswear could use SEO to rank better for search terms like “functional running jackets” or “best sportswear for winter.” By optimizing product descriptions, creating a blog with training and care tips, and building backlinks from fitness blogs, the shop's visibility could increase significantly.

SEO is a long-term strategy that includes both technical and content-related aspects. With targeted optimizations, companies can increase their reach, better address their target audience, and sustainably enhance the success of their website.