Search engine optimization means measures to
optimize the website for Google & Co. Various areas such as technology and
content of the website are tailored to the specifications of search engines. No
matter whether it is about a short loading time of the page or about the depth
of content. In search engine optimization, the website is viewed holistically
so that the measures are effective.
The aim of all
SEO measures is always to get among the top 10 results on Google, to direct
searchers to your own website, and thereby generate traffic. As a rule, no one
clicks on page 2 of the results. In order to be listed at the top, it is
important to optimize all website components as well as possible.
SEO – the smart way to visibility
There are
various ways of attracting interested people to your own website: Paid
advertising measures, links from other websites or even generating visits via a
search engine.
Anyone who puts
a new website online cannot immediately count on getting visits via Google. The
pages of the website must first be viewed by the Google bot and included in the
Google index so that they can then appear in a search query.
Without tutoring you need patience
As a rule,
Google needs a few weeks to record all web pages on a page, evaluate them and
display them in the search results. In this case, it makes sense to place paid
search engine advertising in order to become “visible” for the relevant search
terms. But in order to appear in the unpaid area of Google in the long term,
pages with a high quality of content and relevance to the topic being treated
are needed. Search engine optimization increases the chance of one of the top
positions in the search results enormously.
The counterpart to SEO: Paid listings (Google Ads)
In the search
engine, paid “results” are also shown at the top and bottom of the page, these
are marked with “Advertisement”. If such search engine advertising (SEA) is
placed, costs are incurred per click on a search term. This means that you pay
an amount of money for each click that leads to a visit to the advertised
website.
If the website
were to be listed higher in the search results on Google thanks to SEO, the
dependence on paid advertising such as Google Ads could be reduced. This
approach assesses the value of SEO measures.
The numbers behind SEO
The value of a
Google positioning also results from the click behaviour of the users. As a
rule, up to 60 percent of all searchers click on the first search result on
Google. This position is therefore the most valuable and expensive one can
achieve.
All other
positions have a downwardly decreasing click rate and thus a lower value. For
example, only 0.73 percent of users 1) click on position 10.
Usually, only
the first 10 search result positions on Google are considered for calculating a
value. So we do also. For the calculation of valuable positions, the User only considers
search terms that are positioned in the top 10 on Google and that are also
searched for. These have a monthly search volume of more than 10 searches.
A calculation example
The SEO software
provider XOVI uses the following formula to calculate the «ranking value»:
position x search volume x CPC x traffic factor 2).
We now take the
“solar roof” search term as an example and assume that our website
occupies position 6 on Google. Then the value of that position would be
calculated as follows:
6 x 480 x 2.84 x
0.0239 = 195.48
We are in
position 6, the search term is searched 480 times a month, the price per click
that has to be paid for it on Google Ads is INR 261 on average, and the click
probability is 2.39 percent on the sixth search result position.
This improved
organic placement would allow savings of INR18000 per month on paid
advertisements – with the same visibility. Calculated over one year, this would
be a cost difference of INR 245000. Of course, the inquiries that are generated
in this way are also interesting and you should also record their value. This
gives you a good picture of the influence of SEO measures and improved Google
rankings.
Conclusion: Top 10 is the ultimate goal
In summary, one
can say that the goal of SEO measures is always to achieve the top 10 positions
for relevant keywords (search terms) that have a certain search volume.
Optimizing search terms that nobody is looking for is pointless. Therefore, the
first measure in the area of search engine optimization is always keyword
research to find the important search terms for your own industry and company
and to develop the content architecture of the website based on this.
Your SEO professionals for more traffic
We are happy to
help you with keyword research, content optimization in terms of SEO, and also
with paid search engine advertising with tools such as Google Ads. Because in
some particularly hard-fought areas, it is very difficult to get into the top
10 search results, even with sophisticated SEO measures. Here it can be useful
and even cheaper to place a paid advertisement on Google. However, the
long-term goal should always be to place yourself well in the organic search
results.
Keep going!
Unfortunately,
once a position has been taken, it does not last because the competition is
also active and trying to place their website better. Google is also constantly
making changes to its sorting algorithm, thereby permanently changing the
search results. SEO measures are therefore not a one-off affair but require
permanent and regular observation in order not to lose valuable placements
again. We are happy to accompany you. Your SEO professionals for more traffic