Glossary entry: SEO

SEO definition and explanation of the term 

The term search engine optimization includes measures that contribute to the better visibility of websites and webshops in search engines, such as Google, for example. The goal of SEO is to make web pages available among relevant search terms position on the first search results page. This visibility in search engines is called ranking. This can increase traffic and companies get more visibility and inquiries about the website.


SEO - Search Engine Optimization 

The search engine optimization (SEO) is a subarea of online marketing and refers to the measures for optimizing websites and online stores for search engines. SEO is not to be confused with SEA - in the case of SEA (search engine advertising) is about placing advertisements in the Google search engine. The goal of SEO, on the other hand, is to make websites and online stores stand out in the organic - to be well positioned in search results, i.e. unpaid search results. The optimization can take place through various measures, the optimization areas of SEO (English search engine optimization) are divided into Onpage optimization and offpage optimization separately.


SEO - Onpage optimization & Offpage optimization

In order to implement SEO for websites and online stores and to generate a good ranking in search engines, various measures are required. SEO optimizations are separated into the two subareas onpage and offpage SEO. 

Onpage measures are all measures that can be implemented either technically or in terms of content on the website. As the name suggests, the optimizations can be implemented directly on the website. This includes content optimizations such as image SEO, SEO texts or the optimization of title and meta description (SERP Snippet). The main focus of onpage measures is usually the content. Search engines like Google read the content of web pages, so the focus of search engine optimization must be mainly here. The content comprises the entire content of the website and must be adapted to the respective focus in order to meet the expectations of the searchers.

Offpage measure is the building of so-called backlinks - Backlink building accordingly refers to the building of links with other websites. It is essential how qualitative these links are. Not every website is equally "strong" - The strength of the respective websites can be checked with SEO tools. Building links with other websites can be very time consuming, as there is often a lot of communication involved. Usually, backlinks are built via (company) directories or guest articles, but recommendations from customers or partners can also be counted as backlinks.


SEO goals 

The primary goal of search engine optimization (SEO) is to position websites or webshops among the first organic search results of search engines like Google. The contents of a website (content), technical optimization, link building and also the usability of a website contribute to whether websites are positioned well in search engines like Google. Besides the goal of visibility in search engines, SEO has other goals:

  • More traffic: If a website is well positioned in search engines under one or more search terms, more users will click on the website. If more users click on the website, the website receives more user accesses - the traffic increases. 
  • More requests: If more users come to the website and the content of the page meets the expectations of the users, then the likelihood that more inquiries will be generated via the website increases.
  • More turnover: If more inquiries or sales (online stores) are generated, search engine optimization (SEO) can also generate more revenue. 
  • Branding / Brand Awareness: The awareness of a company can also be increased with search engine optimization. The company is associated with specific terms and thus receives more visibility on the web. 


SEO Definition: Conclusion

Search engine optimization (SEO) is a subarea of online marketing that aims to position websites and online stores well in search engines such as Google. Essential for a good ranking in Google are the content, the technology, the usability and the links with other websites. A good online marketing strategy should include search engine optimization (SEO), because SEO is a long-term and sustainable online marketing measure.

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SEO - Search Engine Optimization