Everything you need to know about search engine optimization - from basics to advanced strategies.
1 What is SEO?
SEO (Search Engine Optimization) refers to all measures designed to improve the visibility of a website in the organic (unpaid) search results of search engines like Google.
The goal is to appear as high as possible in search results for relevant search terms to drive more qualified traffic to the website.
Why is SEO Important?
93% of all online experiences begin with a search engine
75% of users never scroll past the first page
Organic traffic is more cost-effective in the long run than paid advertising
Trust: Users trust organic results more than ads
Practical Tip:
SEO is a marathon, not a sprint. Expect 6-12 months before significant results become visible. Consistency and quality pay off in the long run.
2 Keyword Research
Keyword research is the foundation of any SEO strategy. You identify what your target audience is searching for and how you can serve these search queries.
Types of Keywords
Short-Tail: 1-2 words, high search volume, strong competition (e.g., "SEO")
Long-Tail: 3+ words, lower volume, more specific (e.g., "SEO agency Köln downtown")
Transactional: Purchase intent (e.g., "book SEO consultation")
Informational: Knowledge seeking (e.g., "What is SEO?")
Keyword Research Checklist
Brainstorming: What would your customers search for?
Use Google Suggest for ideas
Check search volume and competition
Analyze competitor keywords
Group keywords by search intent
3 On-Page SEO
On-Page SEO encompasses all optimizations made directly on your website. These measures help search engines better understand and index your content.
Title Tags
The title tag is one of the most important ranking factors. It appears in search results as the clickable headline.
Optimal: 50-60 characters
Most important keyword at the beginning
Unique for each page
Appealing to users
Meta Descriptions
The meta description is the short description below the title in search results. It influences click-through rate.
Optimal: 150-160 characters
Contains a call-to-action
Precisely describes the page content
Heading Structure
A clear hierarchy (H1, H2, H3) helps search engines and users understand your content.
Only one H1 per page
Maintain logical hierarchy
Integrate keywords naturally
Practical Tip:
Write for people first, then for search engines. Over-optimized texts scare users away and are recognized by Google.
4 Technical SEO
Technical SEO ensures that search engines can crawl and index your website without problems.
Important Factors
Loading Speed: Google's Core Web Vitals as a ranking factor
Mobile-First: Google primarily indexes the mobile version
SSL/HTTPS: Security as a ranking factor
XML Sitemap: Helps search engines find all pages
Robots.txt: Controls what should be crawled
Canonical Tags: Avoids duplicate content
Technical SEO Audit
Test PageSpeed Insights (target: 90+)
Check mobile-friendliness
Identify broken links
Check indexing status in Search Console
Implement Schema Markup
5 Content Strategy
Content is king - but only when it's relevant, helpful, and unique. A good content strategy combines SEO goals with user needs.
E-E-A-T Principle
Google evaluates content based on:
Experience: Real experience with the topic
Expertise: Professional competence
Authoritativeness: Authority in the industry
Trustworthiness: Trustworthiness
Content Types for SEO
Blog articles for informational keywords
Landing pages for transactional keywords
Guides and how-tos for long-tail keywords
FAQ pages for featured snippets
Practical Tip:
Update existing content regularly. Google prefers fresh, up-to-date information. A content audit every 6 months is recommended.
6 Link Building
Backlinks are still one of the most important ranking factors. They signal to Google that other websites consider your content valuable.
Quality Over Quantity
One link from an authoritative, topic-relevant website is worth more than a hundred links from low-quality sites.
Link Building Strategies
Content Marketing: Create link-worthy content
Guest Posts: Write for relevant industry blogs
Broken Link Building: Replace broken links on other sites
Digital PR: Press work for natural links
Local Directories: Important for Local SEO
Warning:
Avoid link buying and link farms. Google recognizes unnatural link profiles and penalizes them with ranking losses.
7 Local SEO
For businesses with a physical location, Local SEO is essential. It ensures visibility in local searches and on Google Maps.
Google Business Profile
The Google Business Profile (formerly Google My Business) is the heart of Local SEO:
Complete and current information
Regular posts and updates
Add photos and videos
Respond to reviews
Local Ranking Factors
NAP Consistency: Name, Address, Phone identical everywhere
Local Keywords: Include city and district
Reviews: Number and quality of Google reviews
Local Backlinks: Links from local websites
Local SEO Checklist
Complete Google Business Profile fully
NAP on website in footer
Register in local directories
Actively ask customers for reviews
Create local landing pages
8 Measuring Success
Without measurement, no success. These tools and KPIs help you evaluate your SEO measures.
Important Tools
Google Search Console: Indexing, clicks, impressions, positions
Google Analytics: Traffic, user behavior, conversions
Ranking Tools: Sistrix, Ahrefs, SEMrush for keyword tracking
Important KPIs
Organic Traffic: Visitors from search engines
Keyword Rankings: Positions for target keywords
Visibility Index: Overall visibility of the domain
Click-Through Rate: Clicks / Impressions
Conversion Rate: Inquiries / Visitors
Bounce Rate: Exit rate
Practical Tip:
Create a monthly reporting dashboard. This way you can recognize trends early and react quickly.
Want Personal SEO Consultation?
Let's develop an SEO strategy for your business together.
