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Search Engine Optimization (SEO) – What is this?


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


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