SEO stands for search engine optimisation, in other words: the set of choices that help a website match what people search for in Google more closely.
This page explains the concepts and pillars. You will find the concrete steps in getting found in Google.
What is SEO?
SEO is not a single action, but a collection of content-related, technical and organisational choices. The goal: a search engine can find, understand and properly value your pages. Then they appear for relevant searches.
A paid position
- You pay for the position.
An earned position
- You earn the position because your page offers the best answer to a question.
- That makes the result more lasting, but also slower to build up.
The pillars of SEO
Good search visibility rests on a number of interconnected pillars. They reinforce one another: excelling on one point rarely makes up for falling behind on the rest.
Relevant content
The basis is text that really answers the visitor's question. A search engine tries to determine which page is the most helpful. Clear, complete and up-to-date content is the most important signal for that.
Technology and speed
A page has to load quickly, work flawlessly and be easy to use on any screen. Slow or technically flawed sites lose visitors and are rated lower. A secure connection via HTTPS is part of that as standard.
Structure
A logical structure helps both people and search engines. Think of a unique, descriptive page title, a clear heading hierarchy (H1, H2, H3) and internal links that connect related pages.
Keywords
These are the words and questions your target audience types in. If you know which terms people use, you can tailor titles and texts to their language, without forcing words in repeatedly.
Authority and links
References from other, trustworthy websites count as a recommendation. Together with a consistent online presence, they build the trust that allows pages to rise higher.
Technology is often built in from the start
A large part of the technical pillar is determined at the moment a site is made. How a website is built determines, for example, the loading speed and the quality of the code. You can read how that foundation is already taken into account in the design on the page web design that is easy to find in Google.
Realistic expectations
SEO is a matter of consistent good work, not of tricks.
Consistent good work
- Pages that really answer the visitor's question.
- A site that is fast, error-free and logically structured.
Misleading the search engine
- Hidden text.
- Bought link networks.
- Mass-produced pages.
Such tricks backfire in the long run and can even lead to a penalty.
Allow time
New or updated pages need weeks to months before the effect becomes visible.
Findability is maintenance
Search engines constantly adjust their methods. So findability is not a one-off project.
Ready to move from theory to practice? In getting found in Google we translate these pillars into concrete steps that you can take yourself.