17 December 2020

SEO Tips: 10 Must-Dos for an Optimised Website

Search Engine Optimization is a broad field and affects different areas:

On-page SEO
Off-page SEO
Mobile SEO
Technical SEO
Voice Search SEO

Die wichtigsten SEO Tipps für die On-page website optimisation at a glance – we have ten must-dos for optimising Websites on-site compiled

SEO TIP 1: SECURE CONNECTIONS

It should be ensured that the website is set up for HTTPS. Websites with SSL encryption are now a firm and established standard. If a website does not have SSL encryption, it will be shown to the user as not sure displayed.

HTTPS ensures that no third parties can eavesdrop on the transmission of data, as it is encrypted.

HTTPS is seit dem Jahr 2014 Ranking-Faktor bei Google. It's only a weakly weighted ranking factor, but we don't build websites for search engines, we build them for our website visitors. And they trust a securely encrypted page more than an insecure website.

As a rule, an SSL certificate can be added at the domain host of your choice.

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SEO TIP 2: PAGESPEED OPTIMISATION

The speed at which content loads is very important for the user and therefore also a factor for Google rankings. This is because if content loads too slowly, the bounce rate automatically increases.

Websites with long dwell times, where visitors browse content for an extended period and delve deeper into the webpages, obviously have relevant Content for the user to find the answers to their questions right there.

For improving web speed, Google has a tool called „PageSpeed Insights“ entwickelt. Dieses praktische Tool gibt Ihrer Website einen Score und Ihnen sofort anwendbare Tipps für die Verbesserung der Performance Ihrer Website.

Google loves this and rewards the website with a better ranking.

SEO TIP 3: MOBILE DISPLAY

The fact that more and more users are making their search queries via mobile devices is no news.

This is why it has become absolute standard in 2020 to create websites with responsive design. More and more agencies are starting the development of internet presences with the mobile view, the so-called „mobile-first“ Konzept, erst darauf folgt das Webdesign für die Desktopgeräte.

For the creation of B2B websites, we start with the desktop view, as B2B customers use mobile devices to search for products or services more than laptops or PCs. In the B2C segment, it's the opposite, with more and more end customers searching for content via mobile smartphones and tablets.

This means the content remains the same, but is adapted to the end device in terms of size and display.

Project: First Aid School Berlin

SEO TIP 4: SHORT CLICK PATHS

Websites must be designed to be user-friendly and content must be quickly accessible.

Click paths that are too long lead to drop-offs. If a website has a clean information architecture, this has a positive effect on search engine results.

SEO TIP 5: UNIQUE URL

URLs should always consist of readable words and, ideally, main keywords.

Steht in der URL bereits das wichtigste Keyword – das Produkt, der Brand oder der Unternehmensname – hat die Internetseite beste Voraussetzungen vom Kunden gefunden zu werden, das Google diese Seiten bevorzugt auf den obersten Plätzen rankt.

Users should be able to guess approximately what awaits them on the website by the name; experts also call this speaking URLs.

SEO TIP 6: OPTIMISE TITLE TAGS

The title tag is part of the header information of the website and is a relevant on-page SEO factor.

Google evaluates it and displays it as the title in the search results.

However, it is not only displayed there, but also in the Google snippet or the browser tab, and social networks also use these title tags.

Why the title tag is important for Google – If the heading matches the search query, this increases the Clickthrough Rate (CTR). The CTR is an important factor for Google to evaluate the relevance of your website.

SEO TIP 7: OPTIMISE META DESCRIPTIONS

The meta descriptions are not visible to the user on the website.

They are displayed in the source code or in the Google search results. Although Google does not evaluate these, they influence user behaviour and contribute to click generation, which in turn has a positive effect on organic visibility.

Lately, Google has often ignored meta descriptions and selects the most relevant snippets from the article itself. However, optimising the meta description doesn't do any harm, and since it's a small effort, you should still do it.

SEO TIP 8: OPTIMISE HEADINGS

In heading creation, there is a hierarchy from H1 to H6.

The most significant heading comes in H1 and the least important in H6. It should be noted that only as many levels should be used as make sense for the text element.

Additionally, the headings should be consistent with the title tag and meta description, and also include keywords.

One can assume that Google will perceive a website that wildly mixes up the heading hierarchy, for example, starting with H6 and then using H2, as unstructured.

SEO TIP 9: EDITORIAL CONTENT WITH ADDED VALUE

Google will den Suchenden immer den relevantesten Content vorschlagen damit die Benutzer die Suchmaschine weiterbenutzen – und hatte seit den Anfängen des Internets Zeit diesen Prozess zu optimieren. Alternative Suchmaschinen wie Bing können diesbezüglich einfach nicht mithalten, obwohl die Suche dort nicht schlecht ist, trifft es nie exakt die Sucher-Intention, so wie es Google tut.

As Google is primarily a text-based search engine, the content should be as unique as possible.

It is important to note: Keyword density is not the decisive factor! While the text should contain keywords, the absolute priority is to offer the reader added value.

He wants to find the right content for his needs.

Damit halte ich ihn im besten Fall lange auf der Webseite und leite ihn zu einer Conversion: Ausfüllen des Kontaktformular, Kaufabwicklung, Download eines White Papers, Installation einer App etc.

High-quality content leads to successful lead generation.

SEO TIP 10: KEYWORDS FOR IMAGES

Even though, as already mentioned in Tip 9, Google is a text-based search engine, the naming of images should not be overlooked. Since Google displays its own ranking for images, images should be provided with the correct keywords.

Hierbei zählt auch wieder die Relevanz, um dem User einen Mehrwert zu liefern. Im Zuge der barrierefreien Darstellung von Webinhalten ist das Auslesen von Bildern das A und O, der Alt-Tag darf bei Bildern nicht fehlen.