What documents should an SEO company have

SEOHow company websites can be found better on Google

For company websites that should be easily found on Google, there are over 200 ranking factors for search engine optimization (SEO). Not all factors are suitable for all companies. Depending on the target group, the intention of the website and the scope of the content, there are always new challenges. What about existing company websites or new pages? Which SEO factors influence the ranking in particular and should be used and prioritized to increase organic traffic?

The following measures are aimed at companies and their Internet presence - not at operators of web shops or e-commerce platforms.

Optimize metadata

The metadata includes, among other things, the titles and descriptions. The title is one of the direct ranking factors and the optimization should not be approached half-heartedly. Important terms, keyword combinations and phrases in the form of questions should be taken into account. The meta description itself does not directly influence the ranking, but the click behavior of the user. It's like a brand message. If it doesn't go down well or if you walk past it carelessly, you lose traffic. Titles and descriptions should be unique and describe each individual page individually. This is often done wrong not only with new pages, but also with existing pages.

In the case of websites with thousands of individual pages, you cannot of course edit the data manually afterwards. In cooperation with IT, automatic filling with the help of an If rule that automatically includes certain terms on the page is relevant.

Define a uniform URL structure

Regardless of whether holistic content, pillar pages or only small offer pages are created, a uniform URL structure is important for the findability of the pages and for optimal crawl behavior. An optimal URL structure includes speaking URLs with clear words, avoiding special characters and capital letters, avoiding filler words and avoiding unnecessary directories. Also often neglected: URLs should be able to be found under a unique URL and not under several variations (e.g. http & https, www. & Without www.).

Optimize website architecture

The information architecture must also be taken into account. It is not the same as the URL structure, but focuses on the click depth. It is important to clarify: Can the pages be set up with a flat website structure (as few clicks as possible from the start page) or is the website so complex that some pages can only be reached via several click paths? Either way, it should be ensured that important pages are linked internally more often.

For websites with a large scope and many individual pages that would have to be readjusted due to the URL structure or the architecture, a technical department is a great advantage for fast and efficient optimization. If the page is newly created and the SEO manager or the editorial team can influence the URL structures, a plan for the website structure is important in advance.

Optimize internal link structure

Relevant pages should be linked more internally. According to the link juice model, which describes the value of a link and thus its link power, a high number of incoming internal links is a good signal for Google. The pages are given more consideration when crawling. Internal links can be created in a number of ways. Links via menu directories and breadcrumbs are typical. Automatically generated quick links in the text or on the pages as a list are also advantageous. Internal links from the body of the text also have a lot of weight. A good example is Wikipedia! Wikipedia links in its texts to several topic-relevant terms and represents a prime example of an optimal link structure.

The internal link structure can be adjusted manually for small pages. If you create a website for your company with a manageable number of pages, the best pages can be brought into focus through appropriate analyzes and can also be linked internally from other pages. For pages with greater complexity and a much higher number of pages, an internal linking plan must be drawn up.

Avoid duplicate content

One of the most common mistakes people make in SEO is duplicate content. This is not uncommon for both small websites and large pages. Duplicate pages often arise from the fact that page structures are constantly changing, different people write on the same topic, new pages are created over and over and pages are duplicated through IT adjustments.

The identification of duplicate content is in the hands of the SEO manager. Adjustments, corrections and improvements in the system are hardly possible without IT support if the website is characterized by many indexed individual pages.

Build up heading structure hierarchically

The heading structure is often forgotten or underestimated, but it is of enormous importance. A neat hierarchical heading structure is based on an H1 heading and the following subheadings in H2. If several sections fall under the area with the H2 heading, further subordinate headings are possible in H3.

When building large pages, a clear structure should be built with short sections in simple language. This is not only beneficial for the reader when reading, but also for the search engine. Google and Bing also analyze certain sections of the text and, if they are of high quality, pull them into the rich snippets in the organic search results pages. But also in the search results you can always see the jump labels to the individual areas of a single page. Structure the content so that it is logically structured like a table of contents.

Company pages usually have a uniform structure that is specified by the system. If these structures are faulty, the web designer or the IT department must carry out the optimizations.

Local SEO for local businesses

If the business has a visiting address with opening times, local SEO is a must. With local SEO measures, your locations for visitors, for example a shop, a practice or a restaurant, can be seen in the organic search results within a very short time. This includes measures such as maintaining a Google My Business profile with a good description, complete address and completely filled in data, as well as linking to other links on the Internet such as social networks.

Local SEO also includes entry in the relevant business directories. There are several large portals in which you can register for free. Optimizing with structured data on the website itself can also provide an advantage. If news or events are on the site, they can be made recognizable on Google My Business or with the help of markups.

Local SEO can be promoted independently by the search engine optimizer. However, it must be ensured here that images, posts, contact email addresses are available and approved. Local SEO is a particularly effective method for new businesses and new websites that are locally represented and rely on customers.

Minimize the loading time of the website

One of the biggest technical challenges in the field of technical SEO optimization is improving the loading time. This is a complex subject area that requires both knowledge of search engine optimization and IT skills. Page speed optimization is a continuous optimization process. Server-side optimizations are primarily an IT matter here. Some areas of server optimization can also be activated by the SEO Manager with the help of .htaccess files such as gzip compression. However, server-side optimization depends on the type of server.

Client-side optimization requires a basic understanding of how browser caching or source code optimization such as merging CSS or JavaScript files work. Images on the website can be optimized in various ways: With WordPress, plugins can be helpful for image compression, for outsourcing images in content delivery networking or for lazy loading. All of these aspects are part of page speed optimization; Before you venture into this big topic, an inventory analysis of the websites should be made.

Analyze keywords for content planning

Nowadays, the analysis of individual terms or the fixation on 2-word or 3-word combinations is not always up-to-date, as Google better understands the connections between words, synonyms and their relationships to one another due to the ongoing changes to its algorithm. This also applies to the formulation of W-questions, longer search phrases or command actions such as “play the song x” in the area of ​​voice search.

You do not optimize the respective pages for a special selection of words (keywords), but for a multitude of combinations and phrases. However, since many SEO tools cannot take into account the number of combinations, one restricts oneself to the traditional way in order to make the optimization work more measurable. Therefore, keyword analysis is of great importance at the beginning.

In keyword analysis, one looks at various metrics such as search volume, rankings, click rate or competition between keywords. You also look at search terms for which you are not well positioned in contrast to your direct competitor. During the analysis, it is advisable to list categories or higher-level directories as well as the assignment to the URLs. This analysis does not yet influence the ranking, but it is the basis for a rough timetable, which terms come to the fore. Keyword analysis is usually the job of the responsible SEO manager. But feedback and opinions from content managers and management are also very important.

Build backlinks

Link building and backlinks belong to the large sub-discipline of SEO offpage optimization. If a website receives links from multiple domains, which in turn are of high quality, then the rankings for keywords and combinations of search terms in the organic results are positively influenced. A good backlink comes from websites with high topic relevance, has many organic rankings, has high power and trust values ​​when viewed and therefore has a high level of visitor numbers. Dubious methods such as buying links, exchanging links or automated bots that generate links on pages violate Google guidelines. Pages can be penalized for this or the links are completely ignored and the SEO manager is responsible for the costs.

Plan a content audit

A content audit is a cleanup of websites in which pages without added value and strong performance characteristics, i.e. with a high bounce rate, few clicks, and low topicality are removed. This has the advantage that the Google Crawler concentrates on the content that is relevant to the user. A quality analysis also provides information on what is not working and what should be the focus of future text creation.

Keep an eye on trends

What is commonplace in search engine optimization today may be scrapped tomorrow. The basic measures and tasks of search engine optimization remain essentially the same. Google likes technically flawless pages with user-friendly, topic-relevant content and links from other websites are advantageous for the ranking. Due to updates and changes in the SERP ads, there will always be new features that will come into focus. Accordingly, it is important that you continue to educate yourself and keep an eye on the SEO scene.