Why is Local SEO your best friend

Search engine optimization (SEO)

SEO is irreplaceable in online marketing. But what is the discipline all about? And what makes a good search engine optimization? This post is everything you need to know.

Jump straight to the paragraph: SEO definition, optimization, analysis and KPIs

Search engine optimization: what exactly does SEO mean?

"SEO" stands for "Search Engine Optimization", in German: Search engine optimization. In this respect, the expression that is often to be read is "SEO optimization" repeated unnecessarily. This online marketing discipline is about increasing the unpaid (organic) visibility in the search engine. This works, for example, with the Google ranking. So you focus on the best possible results in the search for which you do not have to pay any money to the search engine. It's different with ads like SEA. Since Google is by far the most important search engine in Germany, SEO in this country is primarily about improving the positions within the Google ranking.

What else is there besides Google SEO?

However, the SEO online marketing of many companies is by no means limited to Google SEO. Search engine optimization is used wherever there is a search. In addition to search engine optimization for Google, the goal can also be in the Optimization for other search engines consist. If your company is set up internationally, you can z. B. optimize for search engines like Bing, Yandex and Baidu.

And not only that: Even if you are only active in the German market, your SEO can relate to much more than just classic search engines. In this way, the descriptions of your products or services can be aligned with the search function of Amazon or app stores in the same way as you can optimize them for the Google search. Consequently, Amazon SEO is also about optimizing the products in this way. The aim is that they are displayed as high up as possible. App Store Optimization (ASO) is about pushing your app so that searching users can find it.

In addition, with SEO for Google you can not only optimize for normal search results. With the image search, the local search results (Local SEO) in the map overlays or with videos (YouTube SEO) you can ensure that you make it into the top 10 thanks to search engine optimization. All of this is summarized under search engine marketing (SEM).

Why is SEO important?

Search engine optimization can be used for almost all business models. It is therefore very likely that SEO is a relevant discipline for you too. Compared to other marketing measures, your wastage is very low. Ultimately, users are actively looking for specific information. So it's just a matter of giving them the best answers to their questions. SEO marketing is therefore a "pull channel". Other activities, such as display advertising, are about attracting attention. On such a "push channel" you will usually be shown to many people who are not interested in you at all. The wastage here is therefore greater than with SEO.

Search engine optimization is also comparatively inexpensive. If you do it right, you have to take some money into your hand at the beginning. However, you will benefit from it in the long term without having to invest a lot of money again and again. Don't get this wrong: You still need to stay tuned. But unlike search ads (SEA), which are gone as soon as you turn off the money, the ranking successes are retained with SEO and the traffic can continue to flow. In this regard, SEO is a sustainable measure in website optimization that becomes even cheaper over time.


SEO requires a lot of investment at the beginning, but the return is long-term.

Advantages of search engine optimization:

  • Most affordable channel in the long term
  • sustainability
  • Virtually no wastage
  • Well calculable costs
  • Suitable for almost all business models.

What is the catch?

The catch with search engine optimization is the search engine itself. For example, Google takes into account over 200 ranking factors that are weighted differently and are responsible for how your keywords rank. So you never know exactly how long it will take certain SEO measures in marketing Bear fruit. In addition, it is often unclear which optimizations were exactly responsible for the harvested fruit. If Google changes something in its algorithm, so certain factors are suddenly weighted differently, you may slip out of the top 10 despite good search engine optimization. So you will lose a lot of traffic - even though you haven't done anything wrong so far. This is why it is so important (not only with regard to Google) to do SEO continuously. You have to keep an eye on the ranking development as an SEO measure.

Disadvantages of search engine optimization:

  • Nobody knows the algorithm from Google, Bing and Co.
  • The algorithms are constantly changing, so some work is required.
  • Success doesn't just depend on one's own efforts.
  • Many departments / stakeholders are involved.

It is important to understand these disadvantages and to minimize them. But that's not difficult with good SEO.

How does search engine optimization work?

It is especially important for search engine optimization to be clear about an SEO strategy. A thorough SEO check is necessary for this. Among other things, you will carry out a keyword research in which you will find and classify the keywords that are most important to you. Only when you know what the members of your target audience are looking for can you take the next steps.

Search engine optimization can be roughly divided into on-page optimization and off-page SEO measures.

  • To Onpage optimization belongs to everything you can change on your website yourself.
  • Under Offpage optimization one understands such activities of SEO marketing, which are not aimed directly at your own website, but have an indirect influence on its ranking position on Google and Co. This includes building backlinks, for example.

Keyword Research: What Is It And How To Do It?

Keyword research is very important in preparation for search engine optimization. It is the foundation for later Ranking successes of your SEO measures. Only after you have found out which keywords your users enter into Google or other search engines can you decide how to proceed. Which subject areas do you have to cover, which content do you have to provide? If you want to know how to find the right keywords, you can read about it in our OMR report “Beginners Guide to SEO”.


The more specific the search term, the smaller the competition. However, the search volume for long-tail keywords is also small.

Onpage Optimization: Technical SEO and Content

You take the first concrete steps of onpage optimization in the area of ​​technical SEO. As part of this, you ensure that your website is set up and configured in such a way that the search engine can find its way there. It is necessary to be able to find and interpret the most important pages properly. For this, it is important, for example, that your page loads quickly (page speed). This is especially true for users of mobile devices.

You also have to make sure that your most important pages are sufficiently heavily considered in the internal linking. You can find out how best to do this and what other aspects you should take into account in technical search engine optimization in the OMR report “Professionals Guide to SEO”.

SEO optimization on the page

Then the content on your website needs to be optimized. This can be done, for example, in terms of content marketing. Here it is important to provide all the information that is important for your readers or potential customers. In addition, you have to target certain content elements specifically to their typical search terms (your keywords!). These include the title and the meta description, which are displayed together with the URL of a page as a so-called snippet in the search results. If you do your thing well, your snippets will not only be rewarded with attractive ranking positions. They also have a high click rate. Because the better the snippets, the more users will actually visit your pages.

In order for the search engine to be able to display your content in a targeted manner in response to user queries, you have to help it understand what your pages are about through content optimization. You do this by using certain keywords that are particularly relevant for the content of different pages. Avoiding duplicate content is also important.

Offpage optimization: what exactly is it doing?

When you have good and well-optimized content on your site, you have done a significant part of the work in SEO. The optimization now goes "offpage", ie at another point. As part of the offpage optimization, you try to get links from other websites (other domains) to your pages. However, it is not the number, but above all the "quality" of these backlinks that is decisive. This in turn depends on the "quality" of the linked websites. The higher the reputation of a domain, the better it is in the Google ranking. The more valuable are the links that you receive. Link building can help with this.

So first think about which websites you want to get backlinks from. Ask yourself how your content might be relevant to this blog, magazine, or other website. Now all you have to do is convince the operators to set their links to you. You can find out exactly how the domain analysis for this SEO measure works in our professional guide. There you will also find the best way to go about setting up your backlink profile as part of online PR.

Key KPIs: How to Measure SEO Success

Basically, search engine optimization (whether for Google or one of the competitors) is about placing your own pages as high as possible within the search results. For the success of SEO, the ranking positions are the most meaningful key figures for you. In addition, individual SEO tool providers provide a so-called “Visibility Index” or “SEO Visibility” as an analysis tool. Among other things, the ranking positions of your pages are taken into account. At the end, a key figure is output that allows a comparison with competitors. Tools for analyzing your homepage are, for example, Sistrix, Screaming Frog SEO Spider, Ahrefs, SEMrush, Searchmetrics and many more.

Overall, there are a number of key performance indicators (KPI) that you can use to measure the success of your SEO measures: traffic, clicks, impressions, backlink profile. Tools can help you identify and interpret the performance data obtained.

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