SEO basics - the most important points of website optimization

SEO basics - what can every website owner pay attention to?

Search engine optimization is a topic that is not easy to understand for many people. But there are basic points that everyone can observe and influence, so that it also becomes easier for search engines to create the search results.

SEO Basics

We experience it almost every day that we hear from a customer, he has booked a SEO package with a company, but this did not bring the desired success. Why this is so, can have the most diverse reasons.

We want to give you a rough overview so that you:

  • either review or improve your own site
  • Understand what your agency does
  • Be able to roughly assess whether your agency or person in charge can work more effectively

What should be considered in principle?

Before you think about improving your website, you should consider the following points:

  • How much Work do I want to put into my website?
  • Who is my Target group?
  • Which Purpose am I pursuing with my website? (for example, bringing customers into my store, image building, giving members a way to interact, etc.?

Search engines are trying to adopt more and more human thought processes and behaviors. They develop algorhytms, which result from the data gained so far. Therefore, one can also be oriented to what we also want in everyday life:

  • Informationwhich speaks in my language and uses words that I understand
  • Comprehensive and correct information
  • Real assistance or added value of information

If you don't know your target group, you probably won't know what the intention of the person searching is. If you want to be successful, you have to understand the other person.. This then leads to the next step.

Keywords - the center


Keywords are the words that are entered into the search slot of the search engine. The art is to find the right keywords or search combinations, which are the basis for your desired purpose. Often people put more emphasis on design instead of thinking about the content.

How to find suitable search combinations?

A question which is often asked - there are different ways to do this. The simplest and most cost-effective method is to Google search engine yourself. If you enter a search term, you will often receive suggestions for completing the search term. Likewise, you will also find the field "Users also ask" and "similar queries". The disadvantage of this method is that you are not shown the frequency of use. Here you run the risk of spending a lot of effort on optimization for a keyword that is not often searched.

Therefore, there are other options how you can further select.

Use of special software

Keywords can be found by using special software. Depending on the software, there are different possibilities here (e.g. consideration of local results, use of SERP features, analysis of competitors, etc.). Depending on the scope of the software, the use of the software can be very costly.

Google Trends

At Google Trends can be used to query corresponding developments in search queries - whether the figures are reliable is questionable.

Google Ad

By creating an ad campaign, corresponding figures can be retrieved - however, the disadvantage is that a campaign must be created.

Manual search

If you enter your term in the search slot on Google, you will receive corresponding suggestions. In addition, on the search results page you will find the section "Similar search query".

Through the two combinations, you can build a corresponding collection.

Schemantic keywords & keyword clusters

Keyword cluster

Search engines such as Google, for example, have continued to evolve in recent years. The algorithms used are becoming more complex and more accurate (for example, the Google BERT update). In connection with the knowledge base, more and more combinations and dependencies of information can be displayed.

Since Google now considers the entirety of the web page, it is no longer necessary to hit the respective keyword 100 % - rather, the overall context of a web page must provide the conclusion that

  • the respective content is of high quality
  • the site is trustworthy
  • the provider is also familiar with the subject matter


If a plastic surgeon is going to write about breast augmentation, the content will be ranked higher than if a car dealer creates a page on the same topic, as there will most likely be other topics related to plastic surgery.


Another example of keyword cluster

If you look at the example, you will notice one thing:
You have searched for Lidstraffung Karlsruhe - however, you will also find results "Plastischer Chirurg".

Onpage optimization and offpage optimization

Once the target group and the corresponding keywords have been defined, the SEO work can begin. This is fundamentally divided into 2 areas:

Offpage optimization

Offpage optimization

Offpage optimization - improve your website Offpage optimization - what is it? Offpage optimization is the term used to describe measures that do not affect your own website locally.

Onpage optimization

Onpage optimization

Onpage optimization - measures to improve your website Onpage optimization - what is it exactly? Onpage optimization means all measures that are taken locally on the

Is onpage or offpage optimization more important?

One should not exclude the other. We ourselves always advise to optimize your own website first and then take the external measures.

However, this may occur in the Differentiate individual caseThere are initial situations in which it is necessary to check whether one has "bad links" or "spam links" on one's own page, which can have a negative effect on visibility. Unfortunately, there are now also strategies of individual programmers or agencies, which deliberately put negative links on pages, so that this is classified accordingly worse by the search engines.

Are there any rules that must be followed in SEO work?

Yes - Google has the "Webmaster Guide Lines" for example. In this quality guidelines and assistance are given, which can help the webmaster to create a good page.

To the Google guidelines for webmasters

Why do guidelines exist and what are their benefits?

In the past, there were and still are webmasters who try to deceive search engines by using various tricks. This is not beneficial for the users of the search engines in any way.

From this, measures and regulations have developed which help search engines to recognize SPAM and dubious websites. This does not always work 100% - however, the quality of search results via these measures and guidelines has become better and better in recent years.

In addition, Google or Bing is also increasingly researching the usage behavior of users. Google's free operating system Adroid and the Google browser Chrome alone can collect enormous amounts of data, which provide conclusions about how the respective user behaves. These guidelines also provide assistance that can help in the development of website content (e.g. font size, usability, etc.).


Anyone who offers a website should always be aware that the information can be accessed at any time. However, this must also have a Added value for users have - no matter which provider and which target group.

Content is king

Search engines are technical devices. They can create many links - but they can only evaluate the data they receive. In addition, the target group must also understand the information I want. Therefore, you should try to see the world from the user's eyes and always ask yourself, what would I want as a user? What information would help me as a user and is this information also findable and understandable.