What are some SEO tips for startups

10 tips for optimizing your SEO content

Regardless of whether it is a web shop, news portal or hobby project: anyone who has their own homepage on the Internet wants to be found using search engines such as Google, Bing or Yahoo. Because fewer and fewer users are bothering to access websites via the address field of the browser - instead, a certain search term is usually entered in the search engines mentioned. If a user enters a certain phrase into the search mask, the search engine then spits out an individual list of results with the websites that best match the search terms used.

The competition among website operators to rank as well as possible for frequently used keywords and thus to appear in a prominent position in the search results is correspondingly great. One key to this is that Content optimization. The following ten tips should help you to write SEO texts in such a way that human readers can become aware of your web content via search engines.

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1. Offer the readers of your SEO texts content with added value

There are numerous measures with which texts can be optimized according to SEO-relevant criteria. However, all of them come to nothing if the human reader is ignored. The basic concern of any search engine is to provide the user with the best possible results on his request. Google, Bing and Co. use algorithms that try to understand the relevance of a website for the user. This is largely related to the content that a website makes available.

SEO content should therefore thematically match the search query for which it was optimized, also be easy to read and offer the user added value. In the best case, the content contains the answer to the corresponding search query. If you want to create high-quality SEO content, you should concentrate on a specific topic per website and provide useful information on relevant issues.

2. Avoid SEO texts with duplicate content

Not only the human reader, but also the search engine loves new content. And this should first and foremost be unique - we then speak of a so-called Unique content. On the Internet, however, it is widespread practice to copy ready-made product descriptions or pre-formulated press releases one-to-one for your own website. But websites don't get to the top of the SERPs (Search Engine Result Pages) in this way. Plagiarism is not only bad style, it is also recognized by the search engine and punished mercilessly.

When creating search engine-optimized website content, it is therefore important to avoid duplicate content - this also includes your own texts that should not be published multiple times on your own site. The reason for this is the search engine's algorithm, which tries to provide the user with results with different content when a search query is made. If identical content is found on two different URLs, only one version appears in the SERPs - usually the one with the original content.

Web projects that present duplicates slide down in the search results or, in the worst case, are deleted from the search index entirely. It should also be noted that duplicate content does not only affect individual subpages, but also the relevance and trustworthiness can affect an entire domain.

3. Adjust the scope of your SEO content to the respective topic

Since the Panda update of the Google search engine, the motto has been in SEO circles: "Content is king". If text lengths of 200 to 300 words were previously sufficient, you should now create significantly longer SEO texts in order to achieve a good ranking. But the Panda quality update is not only aimed at the scope of the web content. Thanks to sophisticated algorithms, search engines like Google are now able to assess the information content of a text and thus the added value for the reader.

Laying the foundation for it semantic analysis and User metrics that show, for example, the length of stay on the page. Since it is impossible to squeeze every subject area of ​​a website into the rigid framework of a minimum number of words, the scope of your SEO texts should be appropriate to the complexity of the respective topic. More content does not mean a better ranking here. Instead, search engines reward well-researched content with a coherent argumentation structure and trustworthy sources.

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4. Use a balanced keyword density

To determine the relevance of a page for a search query, search engines use keywords, among other things. These keywords make it possible to assign a website text to a specific topic. Before you create SEO texts, it is therefore important to define relevant subject areas for your own websites and to research the key keywords for your topics, products or services. It is advisable to Cluster keywords into related keyword sets. Each of these clusters is then available as a basic framework for a search engine optimized website.

When integrating the keywords in the SEO text, however, it is important to ensure a balanced keyword density. A general distribution of 1 to 3 percent is recommended here. Ultimately, however, the individual case decides on a meaningful distribution in the text. Here, too, the writer should orient himself towards the human reader. A conspicuous keyword accumulation should be in the interest of Readability be avoided. Instead, it is advisable to use synonyms, variations, related terms and inflected forms in order to cover the entire semantic field of a topic.

5. Structure SEO content using design elements

Not only content-related aspects such as the information content and the keyword density of a text are relevant for the search engine, the division of the content into sections of meaning also improves the ranking. Main headings and subheadings play a key role. These are marked with the HTML codes “h1” to “h6” in accordance with the English term “headline”. The most important design element is the main heading. The "h1" is in a prominent position in the source code and should therefore always contain the main keyword of a text.

In the best case scenario, further keywords are placed in the subheadings "h2" and "h3". Outlines beyond the third level of the hierarchy are rare and should only be used in exceptional cases for reasons of readability. Instead, enumerations and list elements can be used. Another means of structuring SEO texts is Fatings. These can be implemented using the HTML tags "b" and "strong", whereby only the strong tag informs the search engine of the relevance of the bold phrase.

6. Use internal links to strengthen your SEO content

As described above, SEO texts are ideally optimized for a specific topic. At the same time, search engine optimized websites can be used to control the link flow of a web project and to strengthen the relevant pages of a domain. Internal and external links offer the opportunity to increase the user-friendliness of a page and to refer readers to further information on other websites. It should be noted that each link contains the Link popularity a website to a certain extent on the link target inherited. Before you link external websites, you should therefore check whether there is a thematically appropriate link target within your own domain. In this way, you can also strengthen the subpages of your domain that have no links from external websites.

With both internal and external links, you should make sure that you use meaningful anchor texts to make it easier for the search engine to assign them by topic. References to third-party websites should also be given the so-called NoFollow attribute, i.e. an HTML instruction for Google and Co. not to take the external link into account when calculating the link popularity. This keeps the link flow on your own domain.

7. Update your SEO content at regular intervals

Even the most beautiful SEO content is of little use if it is completely out of date. Also the Topicality of your website is used by the search engine as a ranking criterion. Domains that regularly have new content on current topics perform significantly better in the SERPs than websites that neglect the point of being up to date. Of course, it is almost impossible for web projects such as online shops or company websites to rewrite product and category texts or descriptions of the range of services at regular intervals. Such an effort is not even necessary. Instead, special news sections, press areas or integrated blogs offer the possibility of providing website visitors with new content at regular intervals.

8. Use multimedia elements to enhance your SEO texts

In addition to structural elements such as headings, lists and enumerations, there are images and Multimedia elements to loosen up SEO texts. In addition, multimedia content provides the site visitor with added value thanks to its audiovisual character, as information is offered via several channels. The search engine, which wants to present its user with the best possible website, also rates multimedia elements positively. User metrics such as these show that site visitors accept embedded videos or graphics well Length of staywhich in turn affect the ranking. It is also possible through search engine optimized images and videos Generate trafficwhich is not fed by organic web searches, but rather by image and video search engines.

9. Optimize images according to SEO-relevant criteria

In order to optimize your website for the search engine, you should not only consider SEO criteria when writing SEO texts. Also with the Integration of images and graphics There are certain basic rules to be observed in order to guarantee the findability via image search engines. In principle, search engines cannot evaluate images on their own: It is therefore important to convey to the crawler what can be seen in the respective image using the information provided. If you also want to achieve a good ranking in the image search, you should use appropriate Keywords in both the file name and the caption be included.

In addition, most search engines rate large images better than small ones. It is therefore advisable to use high-resolution graphics. In order to signal to the search engine that an image deals with a certain topic, it is also useful to use appropriate keywords in the HTML code of the image. This applies to both the title (Title tag) as well as the description (Alt-Tag) of the image. The title tag is displayed, for example, when you move the mouse over the image. The alt tag, on the other hand, provides the browser with a brief description of the content that takes the place of the image if it cannot be displayed for technical reasons.

10. Enrich your SEO content with keyword-optimized meta tags

If a user enters a term in the search mask of Google, Bing and Co., he gets a compilation of search results in the form of Snippets displayed. These are short text excerpts from the individual websites. These are always presented in the same form: headline (title), description (description) and URL. It should be noted here that these snippets are not generated automatically by the search engine, but must be created manually by the copywriter. Usually, the snippet is the first thing a visitor sees from your website. It should therefore contain a brief summary of the page content and the main keyword.

To avoid that your snippet is only partially displayed in the search results, we recommend a title length of max. 55 to 60 characters. The description should be based on a length of approx. 160 characters. It is best to use the free online tool from SISTRIX to check whether your snippets are the ideal length.

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