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What is important in a sustainable SEO strategy

Search engine optimization (SEO) is often an area for website operators that are either given great importance or that many are still skeptical about. The focus is usually on questions such as: What does SEO bring and how do I do it right?

The spectrum of emotions on the part of the website operator is in any case very broad when it comes to SEO. Often, the operators of websites with SEO ambition either lack specialist knowledge or have dangerous half-knowledge that has been accumulated at some point through a lot of Googling.

Nowadays, those interested in SEO quickly find what they are looking for online when they go looking for information: Tips and tricks for optimizing your own website can be found with little effort. If you do it right, the measures can also be successful in the short term. But what do you do when rankings and visibility suddenly slide down and you think you’ve already exhausted your potential?

Here at the latest, an SEO expert who has mastered sustainable SEO is needed.

In this article, you will find out why search engine optimization should be sustainable and how SEO experts can proceed here.

Even if search engine optimization is sometimes viewed with uncertainty, the importance of search engines for everyone who has their own website is undisputed. Search engines navigate their users through the web and help to find the most suitable content for the search query.

Obtaining the best possible placement on the search engine results pages is, therefore, the great goal of SEO. The following conclusion arises for website operators: good results in the ranking > more traffic on their own site > more sales.

From the top 10 to the top 3

It is important to get into the “TOP 10” of the search engine rankings with relevant search terms. This corresponds to the first page of search results. Those who are particularly ambitious aim for the “TOP 3”, the so-called “Golden Triangle”. Because this is where the probability that users will click on the search result is highest.

With a market share of around 92% (who would like to know exactly: 91.46%; as of November 2020; source: Statista), Google has dominated the search engine landscape and SEO for a long time.

The search engine giant has set itself the goal of offering high-quality search results that match the user’s search intent as closely as possible. In order to record and categorize the content of the websites, Google sends bots that crawl the pages and assess their quality according to criteria precisely defined in algorithms.

The basic idea of ​​SEO is first of all: The more precisely a page adheres to the criteria defined by Google, the higher it is rated by Google and the higher up it will appear on the search results page for certain search terms.

Simple goal – complicated implementation

As simple as this may seem at first, it is just as complicated to implement. The criteria that Google uses are not only incredibly diverse but also partly unknown. Google guards its algorithms like a state secret and keeps them under lock and key from the curious.

As already mentioned, you can of course find all kinds of (sometimes more, sometimes less detailed) starting points and instructions for search engine optimization online and also from SEO company Los Angeles.

The following tips can help:

The list can be continued for a long time.

What are insider tips and instructions worth?

The sheer flood of “insider” knowledge and step-by-step instructions on SEO is deceptive: SEO belongs in the hands of an expert if it is to be successful in the long term. Because SEO is a complex process that does not work through a mere collection of various measures, with which one only has short-term success at best.

Not only are the complete ranking criteria from Google unknown, but the search engine giant also changes them without notice and often surprises with updates to its algorithm, which often leads to considerable fluctuations in the rankings of websites and to which their operators react with confusion or panic.

The environment in which SEO takes place is dynamic and unpredictable even without algorithm updates. The individual ranking also depends on which other websites you are competing with within your industry for the same keyword and how the competition is developing. It also plays a role in how often the keywords that are important for your own site are searched for and how much the search volume can change.

It is therefore all the more important to operate SEO sustainably. That means: Away from the rigid sequence of short-term measures and towards an adaptive, intelligent process model, which combines methods and tools in a meaningful way and does justice to the wishes and goals of website operators.

It ensures the best possible results in the long term, even with short-term fluctuations in the ranking.

So how do you build a sustainable SEO process?

  1. The first step is to record the wishes and goals of the website operator. Open communication is the be-all and end-all here. The goals are usually: increased visibility, more sales, more traffic, more keywords in the TOP 10.
  2. In the next step, the SEO expert now has to transform the stated goals into specific tasks and summarize those SEO measures that can contribute to achieving the goals. This requires specialist knowledge and very good knowledge of the range of SEO measures in order to find the most suitable ones and to formulate the right optimization approaches.
  3. In the third step, however, the expert must also take into account the limitations that are decisive for the use of the measures: If the site operator does not want any changes to the content, for example, content optimization is omitted and other measures must be placed in the foreground. Are there any technical limitations? These can, for example, be specified by the CMS used and cannot be avoided. This also influences the optimization process and the selection of SEO measures.

Step by step, you feel your way to the optimal measures that represent the interface between the goals and the technical possibilities.

  1. In the fourth step, those optimization measures can then be discussed with the site operator and implemented later, which can contribute to achieving the goal.
  2. Of course, it is not always possible to predict which measure will actually be successful. This makes it all the more important to use and skillfully combine different analysis tools in order to track the development of the website during the optimization. This is the only way to see what works and what doesn’t.

The information obtained should be used to continuously reflect on the entire process in order to identify specifically tailored measures that will bring long-term success.

Experience shows: Only those who proceed in a sustainable and process-oriented manner in SEO and who can optimally use expert knowledge will also be successful in the long term.

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