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What is SEO and why is it important?

Hardy Haberland

Whether you’re a marketer, consultant or executive, SEO is important for businesses. Having an SEO strategy in place can lead to increased visibility for your website and make you more likely to be found by potential customers.

If you are creating content for your business and want to own a website with high rankings, then you need the most up-to-date SEO insights. It is therefore important to know how to optimize content for search engines in order to become visible.

SEO can also be used to build relationships with potential customers, position yourself as an authority and be seen as a trusted expert.

But what does SEO actually stand for exactly and what are all the factors why it’s important? You can find that and everything you need to know about SEO here. Let’s get straight to it.

What Is SEO?

Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines like Google. Higher search engine rankings lead to increased website traffic because search is one of the biggest mechanisms for people to find content online.


Keywords are the words and phrases that people type into search engines like Google to find what they are looking for. For example, if you’re looking for a content marketing agency, you might type the phrase “content marketing agency” into Google. Even if the phrase contains more than one word, it’s still a keyword.

You can discover the keywords your target audience is searching for through a keyword tool. Also, you can use Google Autocomplete to find relevant keywords for any topic. Google Autocomplete is a feature of Google. Through it, you can perform a search on Google in a faster way.

Keyword research is the process of finding keywords that your target audience is searching for. You can use this information to gain deep insights about your target audience and turn them into data-driven decisions.

You take the guesswork out of your marketing strategy through keyword research and can create the exact content your target audience is looking for. You just need to find keywords that your target audience is searching for. You can then create content around those keywords.


Online content is a collection of articles, media and resources. The goal is to get the attention of your target audience, gain their trust and thereby generate more customers.

Content is one of the best ways to promote your business and capture the interest of your potential customers.

Off-Page SEO

Off-page SEO is a tactic to increase a website’s rankings through external factors. These tactics include link building, infographics, social media marketing, and more. The goal of off-page SEO is to make search engines see your pages as more trustworthy.

Content is one of the best ways to spread the word about your business and pique the interest of your potential customers.

Local SEO

Local SEO helps your business become more visible in Google local search results. Any business that is in a physical location can benefit from local SEO.

If you own a gym, then you could use local SEO to make sure that people in your city find your website in search engines.

To see the best results for local SEO, you should use local keywords, create pages for your business, and submit your business to Google, among other things.

Content is one of the best ways to get your business noticed and get your potential customers interested.

Search Engine Marketing

Search Engine Marketing (SEM) is a way to get displayed in search engines through paid advertising.

SEM is not part of every SEO strategy, but it can help to reach your target audience faster.

Why is SEO important?
Visibility and rankings

The great advantage of SEO is that it increases your visibility. You can be found more easily by your potential customers through SEO. Your visibility depends on your ranking.

The higher you rank on the Search Engine Result Page (SERP), the more likely your potential customers will find you and click on your website. Approximately 25% of users do not click past the first SERP and therefore SEO is important to help you rank better in the search engines.


Page Authority (PA) is a factor that search engines take into consideration. If you have a website with a lot of authority, then it means to search engines that your website is trustworthy.

The ratings are commonly from 1 to 100, so the higher your PA is, the more authority your website has.

You can use tools like Ahrefs and MOZ to check the authority of your website.

Creating A Better User Experience

User experience is the foundation of websites and one of the most important factors of on-page SEO. The better your user experience is, the more likely you are to improve your visibility through increased Google rankings.

A poor user experience will make people more likely to leave your website and go to your competitors.

Good on-page SEO leads to improving the user experience of a website. If you improve the user experience on mobile devices, tablets, laptops or desktops, then you will rank higher on Google.

For example, if you also increase your page speed, you will reduce your bounce rate and increase your dwell time. Your Bounce Rate is the percentage of clicks on a website that leave your website after a single page. Your dwell time is the length of time a user analyzes a web page before returning to the search results. Optimizing these factors also leads to increased visibility of your website.

Website Views

SEO ermöglicht es dir, dass du neue Webseitenaufrufe generierst. Diese Klicks kannst du zu Kunden verwandeln. Aber nur, wenn deine Rankings hoch genug sind.

Studien seit 2006 haben konstant bewiesen, dass das erste organische Suchresultat auf der ersten Seite zirka 30% der Klicks bekommt. Die ersten drei Suchergebnisse bekommen zirka 50-60% der Klicks.

Das ultimative Ziel ist es, dass man in den “Feature Snippets” erscheint. Das sind Ausschnitte eines Textes, die von Google in der “Position 0” angezeigt werden. Sie geben Nutzern eine schnelle Antwort auf ihre Suchanfragen. Diese Ausschnitte werden Nutzern eher bei Internationalen Suchanfragen gezeigt.

Ein schlechtes Nutzererlebnis führt dazu, dass Menschen eher deine Webseite verlassen werden und zu deinen Konkurrenten gehen.

Gutes On-Page SEO führt dazu, dass das Nutzererlebnis von einer Webseite verbessert wird. Wenn du das Nutzererlebnis auf mobilen Geräten, Tablets, Laptops oder Desktops verbesserst, dann wirst du höher bei Google ranken.

Wenn du zum Beispiel auch deine Seitengeschwindigkeit erhöhst, dann wirst du deine Bounce Rate reduzieren und deine Dwell Time erhöhen. Deine Bounce Rate ist der Prozentanteil von Klicks auf einer Webseite, die nach nur einer Seite deine Webseite verlassen. Deine Dwell Time ist die Dauer, in der ein Nutzer eine Webseite analysiert, bevor er zurück auf die Suchresultate klickt. Die Optimierung dieser Faktoren führt auch zu einer erhöhten Sichtbarkeit deiner Webseite.


As most business owners know, the role of SEO is becoming increasingly important.

SEO helps businesses make potential customers more likely to find them and more likely to buy from them.

SEO comes with many hurdles, but it is one of the most valuable ways to secure yourself as a business today and in the future. Visibility has more advantages than disadvantages for any business.

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Imprint   |   Data Privacy

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