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Search Engine Optimization
Search Engine Optimization

What is a search engine and how does it work?

Before we go into search engine optimization in detail, we would first like to address the general operation of a search engine so that you can better understand the later steps of optimization.

The search engines, which include the Internet giant Google, are a search service on the World Wide Web that - based on a user's query - searches the vastness of the Internet and provides corresponding references (hyperlinks) to HTML documents in a list that could be relevant to the search query.

These result lists (also called "Search Engine Result Page" - SERP ) are compiled according to certain criteria and factors and sorted using an algorithm according to relevance for the user and his search query. This creates a ranking of the delivered references, which positions the most relevant results at the top.

The basis of such a search engine is a huge database in which lots of links to HTML documents are cataloged. In order to be able to provide you with the desired results, the search engines work with a so-called index . All relevant results are recorded in these, so that they can be called up in less than a second if the user enters a certain keyword.

To fill the index, the search engines work with so-called crawlers. These "robots" search the Internet automatically for relevant content and save everything that appears "important" to them in a cache so that it can be called up again at lightning speed and made available to the user within the search results.

But how does the bot know whether it could be a relevant page on a particular topic? For this purpose, the so-called meta data, to which the meta title and the meta description belong, are read out. You can assign these yourself when creating the respective website and ideally insert the most important keywords.

If a user enters the desired keyword or the keyword combination that you have processed both in your optimized texts and in the metadata , Google can search specifically for results that contain this term. In the best case scenario, Google will perceive your website as relevant to the search query and display it in a prominent position in the results pages.

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By using different keywords in a targeted manner, you can positively influence the ranking in the SERPs.

In the best case scenario, a website will be ranked in the top ten results. This result is desirable because more than 80 percent of all Internet users only look at the first ten results that can be found on the first results page of the search engine.

Search Engine Marketing (SEM) comes into play in the effort to achieve these popular rankings, which we will explain to you in more detail below.

SEO, SEA or SEM: what are the differences?

Search engine marketing (“SEM” for short) is a sub-area of ​​online marketing that deals with all measures by which a website can be positioned in the search engine results pages. Search engine marketing consists of search engine optimization (SEO) and search engine advertising (SEA).
SEM = SEA + SEO

Under the search engine optimization (short "SEO") is the optimization of websites for better positioning / delivery in the organic (unpaid) Results of a search engine. In SEO, a distinction is made between on- page optimization (all adjustments to a website) and off-page optimization (all external factors of a website, e.g. backlinks).

Search engine advertising (short "SEA") is limited to paid activities (eg. switching of advertisements) for better presence of companies / brands within the search engine results pages. This concerns all online forms of advertising that are billed via clicks (cost per click).

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Search engine optimization ("SEO" for short) comprises all measures for optimizing websites for better positioning in organic search engine rankings.

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Search Engine Optimization
Search Engine Optimization

What is SEO (Search Engine Optimization)?

Search engine optimization ("SEO" for short) comprises all measures for optimizing websites for better positioning in organic search engine rankings.

Website content that can be indexed by search engines is optimized in such a way that the website is delivered in the best possible positions for content-relevant search queries from users.

The aim is to encourage the user to click on the link to their own website in the search results. This can be achieved through optimized metadata, which signals to the user that the content of the website is most relevant to his search query.

The following applies: The better the ranking in the SERPs (“Search Engine Result Page” - SERP), the more you benefit from high visibility, which consequently leads to higher click rates, which in turn can have a positive effect on your company's sales figures. The result can also be an increase in awareness.

It is important that the website and its content are optimized to really meet the user's expectations after they have reached the page via the search engine results page.

In order for SEO to bring about the desired success as possible, it must be very well prepared. A comprehensive SEO analysis should therefore be carried out before starting the actual work. A detailed competition analysis is also recommended to get an impression of the positioning in the market, as well as opportunities and risks.

Which SEO areas are there?

Search engine optimization consists of two important pillars - on-page and off-page optimization. Both pillars are important and should be considered equally in order to achieve the best possible success for your website. In most cases the Off Page optimization is preceded by the On Page optimization.

The On Page SEO includes all adjustments to the site, such as content optimization (eg. in terms of format, quality, headings, keywords), and the optimization of technical aspects, such as meta data, URL structure, broken pages, and many more.

When Off Page SEO covers actions that take place outside to be optimized page, the so-called external factors of a website. In most cases these are backlinks / external links. These are still one of the most important ranking factors and therefore extremely important for a good placement in the organic ranking.

In addition to On Page & Off Page SEO, we also speak of local SEO (local search engine optimization) , international SEO (international search engine optimization) and mobile SEO in the context of search engine optimization .

Which measures make the most sense in your case depends entirely on your company, your goals and your target group.

Why a good ranking in search results is so important

How often do you search for a specific term on Google? Probably several times a week, if not daily. And how often do you only look at the results that you find on the first page? Probably very often, as is the case with most users.

Hardly anyone pays attention to the second page and the chances of being found by users decrease the further back your website is placed in the search results of a search engine.

If you run a successful company and want to continue to assert yourself against the competition, there is hardly any way around search engines these days. There is almost no other way to be noticed by the potential target group than to be found on Google. Because, let's be honest - only very few people use business directories.

Through targeted search engine optimization and the resulting improved ranking in the organic SERPs, you increase your visibility enormously, so that your potential target group can find you more often.

As a result of this better findability, the traffic and interactions on your website will also increase. The users are interested in you and your products and will make more purchases, which increases your company's sales.

However, anyone who does not do SEO these days and is therefore not or only very difficult to find on the search engines Google, Bing or Yahoo is giving away a lucrative opportunity to increase the company's success and letting the competition take precedence.
But even half-hearted search engine optimization and the resultant mediocre placement in the search results is unfortunately of no use, because: Only those who are represented in the top 10 on Google will be successful in the long term.

However, you should keep in mind that professional search engine optimization is not a flash in the pan. Rather, it is a constant optimization process that continues even after the basic optimization has been completed. SEO is a sustainable affair that should be given adequate time and energy on a consistent basis.

What are SEO KPIs and which are the most important?

The KPIs are the key performance indicators that play a major role nowadays if you want to measure the success of your SEO strategy. Since there are various KPIs, all of which are more or less important, we would like to explain the most important factors to you below. However, you should know in advance that SEO parameters are only relevant if you can determine them regularly and, above all, reliably.

The visibility index
Using the visibility index, you can see how “visible” a page is in the results of a search engine. The respective keywords serve as the "measurement basis".

This KPI is particularly suitable if you want to carry out a competition comparison.

The indexing
The indexation rate also proves to be a good factor for measuring the success or failure of a page. It compares the ratio of submitted and indexed pages, from which the indexation rate is determined.

The page performance
The page performance provides information on, among other things, how fast the loading times and the server response times are. The faster the pages can be accessed, the better this affects the ranking in the search engine.

The ranking development
This can be used to derive which adjustments must be made to the content so that the website continues to rank among the top rankings. Remember that the ranking will change again and again, also because the competition is also doing SEO. It is therefore important to constantly monitor developments and, for example, to create suitable landing pages for new keywords.

The CTR (click-through rate)
The click-through rate is also known as the "click rate". The Google Search Console gives you access to this important value, which you can use to see how good or bad the traffic to certain content is. A bad CTR shouldn't discourage you, but rather encourage you to optimize content so that the CTR will improve in the future.

The page views
The page views serve as an important indicator of the channel through which the users reach your website and where there is a need for improvement. For example, you can determine whether the access was obtained through paid or organic sources.

Length of stay and bounce rates
These are also two important indicators that can provide information about the quality of your page and its content. The faster a user leaves the page and the less they can be encouraged to click or buy, the faster you should find the errors, because it can be assumed that the website is not user-friendly enough.

Remember: the lower the bounce rate and the longer the users stay on your website, the better this can affect the Google ranking.

Who is SEO for?

It can be said that SEO is really suitable for anyone who wants to increase their organic visibility in the search engine or who want to take their business success to a new level .

SEO is a very good tool to get yourself noticed whether you are a greengrocer in a small town, run a sports club, or run a huge, world-famous company.

Through SEO, you can achieve the following:

Increase your future customer inquiries by incorporating certain search terms that are relevant to your company into the content of your website.
Increase your income by addressing even more prospects through relevant content.
Become more visible to the potential customers who are in your vicinity.
In order for all of this to work, you should optimize it regularly. Don't forget to constantly optimize the content of your website. To find out the most important search terms, you can use the monthly search volume of individual keywords as a guide. This search volume indicates how often a keyword or keyword combination is searched for.

As you can see: SEO is suitable for advertisers, for service providers, for sole proprietorships and for medium-sized as well as large companies. Even creative people, doctors or lawyers, workshops and kindergartens - everyone can benefit from professional search engine optimization .

How long does SEO take?

The first search engine optimization measures will certainly be completed in a few weeks. This means that analyzes are made and evaluated and an SEO concept is developed. The first part of the on-page and off-page optimization can also be tackled, so that you will notice the first positive effects after a few weeks or a few months.

However, you should keep in mind that SEO is a lengthy affair that must be pursued continuously if the desired success is to persist in the long term .

Search engine optimization is constantly changing and therefore always requires rapid intervention, because on the one hand the competition does not sleep, so that you have to readjust again and again in direct competition in order to maintain the good position in the search engine.

On the other hand, the algorithms of Google and other search engines change regularly, which can make it necessary to intervene to compensate for a loss of ranking.

SEO is therefore not a flash in the pan, but a permanent matter, which is, however, very worthwhile, so that the expenses for SEO can usually be put into perspective without any problems. Ultimately, you increase your visibility and, as a result, the turnover of your company.

Should I do SEO myself or hire a service provider to do it?

There are certainly some measures that you can easily implement yourself. However, SEO is much more than just building keywords into a text, because various technical aspects must also be taken into account.

The following reasons speak in favor of hiring a service provider:
You save time and human resources and can concentrate on your day-to-day business.
You leave the entire elaboration and implementation as well as the reporting to an expert.
The service provider has all the necessary knowledge to implement SEO within a short time, while you would probably have to familiarize yourself with it for a long time without ultimately guaranteeing success.

The service provider can access numerous important tools (including paid ones).

The service provider is familiar with the new regulations regarding GDPR and search engine optimization.

As you can see, if you do SEO yourself, you might save some money at first glance. But this often turns out to be a fallacy, because while you or your employees are busy with search engine optimization, you cannot do your actual work. Apart from that, experience has shown that it will take longer before you achieve success even after some training period, so that a short-term investment can be more worthwhile.

And the most important thing: If you do SEO yourself, but do not see the desired success in the long term, you have lost a lot of time, in which you might have generated new customers and thus sales by commissioning a professional service provider.

What really matters in SEO
The misconception that search engine optimization is all about getting a good position in the Google ranking persists. You can only maintain this good ranking over the long term if you offer the user a unique experience.

He must feel comfortable on your website and feel like looking around and finding out more. He must feel that he is in good hands with you. This means: You have to completely satisfy the needs of the user if you want to be successful in the long term.

However, you won't get that by sprinkling a few keywords into pieced together content. Rather, the user must be able to obtain comprehensive information about everything that moves him.

You should also prepare the content optimally so that it is appealing to the user. So it is also part of enriching text with images or graphics and making the entire website as user-friendly and comprehensible as possible.

The navigation must be coherent and the user should feel "picked up" at his starting point at all times. Only then will it move around and interact with your website for a long time, which has a lasting positive effect on the targeted, good Google ranking. The pure textual optimization, on the other hand, will in all probability not be crowned with lasting success.

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The 5 Biggest SEO Myths

The advantages of SEO at a glance
Long-term success on the internet
Consolidation of the market position in the World Wide Web
Generating better rankings in organic search
Increasing the number of visitors to your own website
Generating higher sales through better placements
With a well-optimized site you are one step ahead of the competition
SEO with Hanser Ranking:
We analyze your website
We check the current situation with regard to the most important ranking factors
We identify the optimization potential of your website
Together with you we optimize your website
We will keep you informed about the status of the optimizations

Numerous myths persist around the topic of "SEO". We have picked out the 5 biggest mistakes for you.

What Our Clients Say About us

We are so proud of our newly designed website at St. Joseph's Catholic School. Nicholas collaborated with us every step of the way to tell our story online. He has gone above and beyond to help us boost our social media and digital presence. We have now moved on to phase two with Southern Digital Consulting; Search Engine Optimization (SEO).
Contracting Southern Digital Consulting has been one of the best marketing decisions we have made for St. Joseph's Catholic School.

SeoRunnerz is an internet seo company whose purpose is to help businesses improve their online presence in search and social media in order to acquire new customers and build their brand online. We’ve been in business for over 10 years and between all our team members, we have more than 15 years experience in the search engine marketing industry. We have clients all over the US including but not limited to Los Angeles, New York, Atlanta, Dallas, Chicago, Miami and Nashville. We also work with International companies based all over the world.

What’s an SEO company and how does it work?

An SEO company is made up of a team of professionals who work to improve every aspect of a business’s digital presence. SEO agencies optimize websites and online platforms to make businesses more discoverable to new customers.

There are several steps that go into a beautifully crafted, successful website. It starts with basic security measures that make your website safe for visitors. Just as preliminary, websites need careful construction, including HTML, linking, and structural details that make for appealing design and easy loading.

To optimize a website, SEO agencies work to craft informative content that generates customer interest. Without useful content, search engine algorithms will not assess a website as highly for display on search results pages.

One area of digital strategy that can boost websites even higher in search results is social media. Blogs and social platforms are an extra space for businesses to share content that promotes organic discovery. Organic customers are more likely to make a purchase or visit a location in-person than those who originated from an ad click. That’s why we bring together a team of writers who craft language intelligently for customers AND the algorithm.

SEO isn’t a one-and-done process. It takes time and patience to see results, but they’re often more intuitive. Reputable SEO agencies report tangible results to you on a predetermined, regular basis. At SeoRunnerz, we share detailed reports with our SEO customers monthly.

Analytics from organic customers can denote important information about target audiences that can influence future marketing tactics. SEO may seem complicated, but what makes it so clever is that it’s free to implement. Big tech does not profit from the updates an SEO company makes to your website.

If a customer wants to take their website a step further, SeoRunnerz also offers paid ad management. Paid digital marketing can offer an extra layer of customer insights and increase your site’s exposure.

Why is SEO essential for businesses today?

Organic customers are the holy grail of marketing. These are the searchers who discover businesses through their own research rather than taking the bait and clicking on paid ads. Optimizing your website for SEO provides an outlet for new customers to discover your business authentically.

SEO is essential for any business who wants to compete. No doubt, a small business may have trouble facing a multi-billion-dollar corporation in bids for ad placements. But a small or medium-sized business in partnership with an SEO agency will absolutely contend in local and regional markets for organic search results.

Simply put, if your business does not implement SEO, it is missing out on profits and loyal patrons earned via free advertising.

New customers are already looking for goods and services online, and a large group of them would rather find a small business to support themselves instead of choosing one who paid for their attention. That’s the beauty of SEO—people like to find you on their own, and now there is a space where they can do that more quickly than ever.

SEO increases your local presence, which is especially important if you have a brick-and-mortar location. Optimization, in short, is setting up a strong foundation for a website. This way, it can load seamlessly, be suggested more often, and discovered more easily.

What’s different about SeoRunnerz? Can I do SEO myself?

Anyone can do SEO, but the question is whether they can do it well. SeoRunnerz has delivered results to companies locally and nationally for years. Our team of in-house web designers, content creators, and writers put the same amount of energy and creativity into your website that we do with our own, because we want for your business to thrive.

We’re focused on successful campaigns, but our mission is to save you time and money. We want our efforts to enrich your customers’ experience and ease your workload as a business owner. By partnering with an independently operated SEO agency, you’ll have a personalized strategy, face time with professionals, quick response times, and final say on the most important elements of your web presence.

What does the SEO process look like?

Our specialty is customizing a digital strategy with tactics that ensure your business can flourish.

During your initial consultation, we will get to know you and your business. We want to answer any questions you have about the work we do, learn about your current digital presence, learn about challenges we can help you overcome with a digital strategy, and consider your short- and long-term objectives for your business.

Once we meet with you, we’ll conduct a full, inclusive audit of your business’s online presence. Based on the look and feel of your website and social media, we can suggest services to meet your goals and budget. We will assess potential improvements and ask questions that will assist us in customizing your strategic plan.

Next, we’ll discuss our findings and recommendations with you. At this point, we will prepare contracts for services we agree upon. We’ll also choose an appropriate time frame depending on the services you choose. Then, it’s go-time for our team!

Some of the steps we’ll take may involve:
onboarding your website to our securely hosted server
setting up your website for HTML editing using WordPress
gathering logos or creating new ones to your standards
collecting photos for web design or social media sharing
working with our in-house writers to craft page descriptions and blog content
requesting your clarification or approval before we move forward or publish.

Once we have completed our tasks and your website is live, we’ll schedule revisions and updates. Every month you’ll receive an SEO report, and additional information if paid advertising is a part of your strategy. If social media is part of your strategy, you’ll also have access to analytics that can inform you about your best performing content and target audience.

Our goal is to help your business prosper with a tailored digital strategy. Join our collaborative team to elevate your website to top-ranking status!

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