SEO (Search Engine Optimization), or search engine optimization, refers to the measures taken to improve visibility in search engines.
Why is search engine optimization important?
Advertising requires ongoing costs, but search engine optimization produces results over the long term. It provides a more steady flow of customers without dependence on social media algorithms. Through search engines it is possible to reach broad audiences, and they reach people in an active information-seeking phase.
How does Google work?
Google crawlers browse the web and index content. The algorithm prioritizes pages with over 500 changes per year. Backlinks (links from other sites) act as references. The relevance and quality of content are critical, especially in the age of artificial intelligence.
What are keywords?
Keywords are words and phrases that users type to search for information. Google Keyword Planner helps with researching them. Choose keywords from the customer's perspective, taking into account locality and conversion potential.
Guide to choosing keywords
- Check the search volumes
- Avoid overly competitive words at first
- Make sure the keyword matches purchase intent
On-Page SEO
Optimizing a page for visibility:
- Include the keyword in the title (max 60 characters)
- Use descriptive subheadings and internal links to other pages
- Better readability requires a large font, easy-to-read words and images
- Optimize images with names and alt texts
- URL slugs should be short and descriptive
Link Building
The goal is to get links from other sites to your own pages.
Four ways to build links
- Self-created links by participating in online communities
- Buying links (against Google's rules, not recommended)
- Earned links through valuable content
- Exchanging links with other websites
Relevant links from reputable sources are the best.
Technical SEO
Implementing the site technically in a search-engine-friendly way:
- Make sure indexing is enabled in the site settings
- Use sensible robots.txt rules
- Implement an XML sitemap
- Make use of clear and permanent URL structures
Page speed
Speed is a critical factor. 53% of users leave if loading takes more than three seconds on mobile.
Other factors
- HTTPS and SSL certificate
- Mobile friendliness
- Core Web Vitals values
- E-E-A-T metric (experience, expertise, authoritativeness, trustworthiness)