SEO – Search Engine Optimization
“I'll have to google that quickly.” Who doesn't know and use this phrase? With a market share of over 90%, Google is the most widely used search engine in the world. Other search engines such as Bing, DuckDuckGo, Yahoo! or Ecosia come much later. However, the function and mechanisms of the search engines are similar for all providers.
When a query is made with specific keywords, they search the internet and display the results to users in order of relevance. This relevance can be influenced by so-called search engine optimisation of web content.
But what exactly is search engine optimisation (SEO)? What is it all about and how can content be optimised? In this article, we provide a brief overview.
What is SEO?
Search engine optimisation, or SEO for short, refers to everything that helps a website to rank better on search engines such as Google. This means that the website is displayed as high up as possible in the results for a search query on a specific topic. For example, if you enter a keyword on Google, the paid advertisements are listed at the top, followed by the pages classified by Google as the most relevant websites on the topic in question. How relevant a page is depends on various factors. These need to be optimised in SEO.
In contrast to SEA (Search Engine Advertising), which refers to paid advertising measures to increase visibility, SEO refers to organic optimisation.
How does SEO work?
How well a specific website ranks, i.e. how high it appears in the list of search results, depends on various factors. During the so-called crawling process, search engines comb through websites on the internet, classify them by topic and rate them according to their relevance.
For a website to perform well in crawling, it is important that it is well structured and provides clear content. Factors such as the loading speed of a website, the use of keywords, meta tags and backlinks contribute to the relevance of the page.
Which factors are relevant?
How well a specific website ranks, i.e. how high it appears in the list of search results, depends on various factors. During the so-called crawling process, search engines comb through websites on the internet, classify them by topic and rate them according to their relevance.
For a website to perform well in crawling, it is important that it is well structured and provides clear content. Factors such as the loading speed of a website, the use of keywords, meta tags and backlinks contribute to the relevance of the page.