SEO is the English abbreviation for Search Engine Optimization. The German translation is search engine optimization. People working in the SEO field are commonly referred to as “an SEO”.

Search engine optimization refers to measures that help to achieve better rankings in search engines such as Google and Alexa. The aim of search engine optimization is to meet user expectations and achieve a high level of correspondence between the search term and the page content. This ranks websites better on organic search results pages.

Search engine optimization consists above all of continuous analysis of a website, market and competitor analysis, optimization of the content of the pages and content structure. In addition, with regular analysis of website traffic and various SEO tools, trends and opportunities are identified at an early stage.

Search engine optimization is based on more than 200 different factors of a website. These are evaluated differently by search engine algorithms. By now, the most important ranking factor is the actual content. If users send negative signals, such as a high bounce rate, a website will not rank well in search engines.

By consciously influencing websites, headlines, texts, images and other content, search engines can increase their reach and achieve better placements in the search results pages. Good website optimization also includes technical aspects such as loading speed or optimization for mobile devices and voice assistants.

Changing mobile search behavior is also having an impact on search engine optimization (SEO) for voice searches. By 2020, every second search will be voice-based.

In contrast to text-based searches, where short keywords (“short head”) are used for the most part, voice searches are based on complete sentences (“long tail”). Since language assistants communicate in the same way as with another person, users primarily ask complete questions that usually begin with who, where, how, what, etc.

SEO for mobile devices is becoming increasingly important as more people use cell phones with internet access. Mobile user numbers on the Internet are now over 60 percent. Modern search engines work according to the “mobile first” principle and pay increased attention to optimized mobile websites. It is recommended to develop responsive websites whose display automatically adapts to different screen sizes.

The times when keyword density still played a role are long gone. Search engines now recognize variants and synonyms of a word and understand the semantics. This allows the quality of a text to be assessed much better than through increased keyword repetitions.

AMP pages are particularly fast websites that are stored by Google and delivered from there. However, since AMP is a relatively closed Google system, the use of page elements is very limited. Therefore, it is usually more worthwhile to optimize the normal mobile website for the best possible loading times.