SEO (search engine optimization) is a sub-area of ​​online marketing that is becoming increasingly important to be successful in the long term. Especially in highly competitive market segments, it is difficult today to achieve a competitive advantage over competitors without being able to do without SEO. The increasing digitization and the Internet of Things are factors that will further increase the relevance of SEO in the coming years. Changing user habits, new communication options and ever shorter development cycles for new products require constant optimization of the SEO strategy.

Why is SEO so important?

Search engines like Google are the gateway to the Internet. Most online sessions start with a search query and most of all Internet users use Google as their default search engine. This means: Internet users rarely enter a website address into their browser. So, if you are not found on Google under certain search terms, you have little chance that your own website can be found and thus visited at all. Positioning within the search results is therefore of central importance for the success of any company or private website operator. The higher up the website, the higher the chance that someone will click on it.

Technical changes require flexible strategies.

Search engine optimization has been an integral part of online marketing for some time. Numerous strategies are pursued to place a certain website as high as possible within the search results and thus increase the findability. However, this is not a one-off, singular process, but rather an ongoing process that constantly presents SEO specialists with new challenges. Overall, SEO is divided into various sub-areas, including keywording, technical SEO, on-page and off-page SEO. All these areas are always linked to the latest technical developments. For example, before almost everyone had a mobile device, i.e., a smartphone or tablet, mobile SEO, which optimizes content for display on smaller screens, was of rather subordinate importance.

Experience as a decisive success factor

To be able to operate SEO successfully, experience is crucial in addition to extensive technical knowledge. Even if you cannot avoid constant innovations, knowledge of the basic structures of search engine optimization is essential. Large companies employ their own SEO specialists or even entire departments to cover all areas as optimally as possible. For many, especially smaller companies, it is often not worthwhile to hire an additional full-time employee. Using a freelancer in the field of SEO has numerous advantages if it is not an internationally operating company. Self-employed SEO freelancer usually have a wealth of experience. Because they usually work on many different projects, they meet a wide range of different tasks, which allows them to react very flexibly to new challenges. They also offer the advantage that they can be used for specific individual tasks as well as to develop a comprehensive SEO strategy. In this way, the work performance can always be adapted to the respective needs.

What should be considered in general about SEO?

The content of a page still comes first. If the content is not of high quality and offers the user real added value, no SEO strategy, however well thought out, can bring the decisive advantages. Admittedly, high quality is not a generally applicable term, but it sets the following conditions for the content:

  • Content must always be up to date, and current developments in politics, society and science must also be considered.
  • Multimedia content can supplement plain text.
  • Content should be created by a person with real knowledge of the topic at hand.

It does not make much sense to offer a user content that they were not even looking for. Therefore, the keywords must be selected as best as possible for the respective topic and vice versa. If a user realizes that the respective page does not offer him any answers or more detailed information on a topic, he will leave it quickly and not keep it positive in the back of his mind. In the future, it will be increasingly important to take a holistic view of the user or the relevant target group. In what way are they looking? What exactly are you looking for? Which search terms do you use to get to the goal? Based on an analysis of user behavior, the respective website can be specifically optimized for this user group. In the years to come, the relevance of SEO to a company’s success will continue to grow.

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