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SEO as online marketing measure with sustainable success

Search engine optimization is a long-term commitment and enables sustainable success if implemented consistently. From our experience as a reputable SEO firm, quick fixes and "quick wins" are often only positive in the short term. A solid SEO program is ultimately honest manual work. This consists of the triad of technical SEO, onpage SEO and offpage SEO. It is not absolutely necessary to categorize them too strongly, as there are always points of overlap, especially with technical and onpage SEO.

Technical SEO services as a solid base

Technical SEO is mainly about a clean technical implementation of the website, which should have a positive effect on the search engine positions. Important factors include a fast loading speed (page speed), the avoidance of crawling problems (including 404, 302, 301 status codes), the creation and updating of the robots.txt file or the so-called "meta robots" or the creation of an XML sitemap that can help the search engine bots with indexing. Furthermore, e.g. readable URLs are important, which should be kept as short and concise as possible. We consider an accumulation of important keywords in the URLs to be rather harmful, and in principle the website architecture should avoid an overly complex nesting of subpages, i.e. too many subcategories. Kapwa Marketing offers sustainable technical SEO services that will cover the most important technical aspects.

Onpage SEO: High quality content

With Onpage SEO we take into consideration all content elements; that means mainly written text, images or video content. In our assessment, good written content also includes optimized "meta titles" and "meta descriptions", which ideally should not only contain one of the focus keywords, but also a good call to action. SEO-optimized content these days is no longer generated by adhering to keyword density or formulas à la WDF*IDF, but must have one thing in mind above all: The potential visitors and their search intention when entering search terms in Google and other search engines. What does this mean? Ultimately, it is users who enter questions into the search slot, which should be answered as best as possible by the listed content. Google, Bing and other search engines particularly like it when possible W questions are answered briefly and concisely without sacrificing the necessary depth. Latent semantic optimization (LSO) has been very important since RankBrain at the latest, and modern SEO tools even allow semantic search engine optimization. It can be assumed that new "machine learning" approaches and complex AI algorithms based on adaptive neural networks will make future SEO even more dynamic. Some SEO companies assume that technical SEO will become less important, while onpage SEO will become more important. However, we consider the work sloppy if one of these areas is neglected. .

Offpage SEO: Backlinks, Social Media & PR

The third area in website optimization is off-page SEO, which concerns all measures outside of your own website. In the classic sense, this mainly involves the so-called "backlinks", i.e. the links that lead from other websites to your own website. One can also differentiate between the types of links, e.g. the particularly strong content links, forum links, footer links, commentary links and others. Furthermore, differences are also made between the pure number of backlinks and the domain popularity, i.e. the number of different domains from which one is linked, up to Class C popularity. Our philosophy as a best-practices SEO agency has always been that a link is only good if real people will click on it and find additional valuable information that is related to the topic. Google had introduced the "PageRank" quite early, which had a high importance in the rating of a website. Some SEOs assume that this PageRank is still one of the most important ranking factors, even if it is no longer displayed. And indeed, one can assume that good links can still have a positive effect. However, because Google is very cautious about the really relevant factors that influence search results, it can only carry out tests and draw its own conclusions. In any case, it is not a science, and every domain has its own history and reacts differently to certain measures. Apart from backlinks, the off-page SEO area also includes "social mentions", i.e. naming of the domain or company name / brand without linking, and indirectly also shares, likes and tweets on Facebook, Twitter, etc, whereby there may be correlations. But according to common opinion among the best SEO agencies, there is no causality. In short: a strong presence in social media often correlates strongly with good rankings - but one cannot assume an interaction here. To a certain extent, classic PR also belongs to this area, which naturally includes television, radio and print advertising. Ultimately, all measures that ensure a positive and targeted brand perception make sense - regardless of whether they are strong backlinks from authorities or good TV advertising that attracts more attention from the target group, which then searches for the offer on the Internet, finds it and, at best, links it from its own website.

SEO Audit: Review of the Status Quo

If you already have a website, we will first take it completely apart and subject it to a detailed test. This SEO audit will show you precisely where the problems lie, which we will then eliminate in order to improve rankings and entice more relevant visitors from Google, Bing and other search engines.

In-depth keyword research and competitive analysis

In our experience, logical, data-based keyword research must always be the first step. We start by collecting important keywords in a brainstorming session, which can also include input from various stakeholders and even acquaintances and friends. Often, people outside of the company have different search behaviours than internal employees, because they also have other expertise. With professional tools like Google Ads Keyword Planner and SEO tools like Sistrix, Ahrefs or even SEMrush we can refine the keyword analysis and complement it with strategic competitive analysis. This makes it possible to find market opportunities that can be capitalised on through consistent keyword-focused content creation.

Determining the first keyword allocation

Afterwards the found keywords are organized in so-called clusters. Keyword allocation is a complex process based on experience and industry knowledge. Sometimes it is not clear whether keywords should be grouped into different clusters or into the same keyword set. Here is where previous experience can make all the difference. Alternatively, you can simply ask Google and then analyze the current SERPs to make a decision. Keyword allocation should also be expanded dynamically, depending on new trends and insights.

Creating optimized SEO content

Based on results from the keyword research process, optimized content is created, which should primarily and as much as possible take into account the search intention of users. Google wants to deliver exactly the results that would best answer the specific questions. An orientation towards the W questions is helpful, ideally the target customer is always considered when creating content. What problems could the customers have? How can web content help to provide initial solutions? Of course, the SEO texts should then also contain the most important keywords: among others in the meta title, meta description, h1 and h2 headings, paragraphs, but also in images (file names, alt text, caption) or even in infographics or videos.

Constant data analysis and keyword monitoring

When the first rankings and ranking movements are determined, regular evaluation of the data is very important. Only by comparing visitor and keyword developments can data-based statements be made. The interpretation of the data is important and provides information about whether an SEO campaign is successful or not. In turn, consistent data analysis can identify "low hanging fruits", i.e. easy ranking chances or meaningful content extensions to be found in search engines for similar keywords.

Implementation of new data-driven decisions

Findings from the data analysis process should then in turn be implemented in the SEO strategy. Are new landing pages necessary or can I place the keywords on existing subpages and blog articles? Does it perhaps even make sense to create a completely new theme website? Or have I focused on incorrect keywords that do not convert at all? In many industries seasonal fluctuations are also noticeable, eCommerce websites often generate the highest sales around Christmas, for travel websites there are seasonal trends as well as for many other service providers and product manufacturers. At the beginning of the Corona crisis, for example, digital applications such as zoom, Skype and other software providers for conferences grew almost exponentially.