SEO is the abbreviation for the English term “Search Engine Optimization”, to US or USA search engine optimization. SEO and search engine optimization is on everyone’s lips. It is obviously possible to optimize sites so that they actually get a better ranking in search engines. So far so good. But what is SEO exactly? What measures are covered by SEO and which are “normal optimizations”, ie those that have not been realized for machines, but for the benefit of people? How important is SEO at all for the success of a website?
Create websites for people or machines?
Websites are made for people. Even if SEO is a better ranking in the search engines striven, it is finally people who are to be found via Google and Co. on the website. The focus in creating a website should therefore always be on the users who visit the site. The praised word is called Content. It is important to offer visitors interesting information.
How to optimize a page? Accessible!
If you want to optimize your website, you should start by asking which people might have problems. These are often people who perceive differently as the website creator. As a rule, it is people who classify the mass as disabled (in whatever form). In the article “Google is an obstacle to optimize Web site for blind people“, I have described how a blind person is surfing the Internet.
How to optimize a website barrier-free is clearly defined by the W3C. I only mention the most important guidelines:
- Meaningful page title
- Clear sematic structure: structure by heading, paragraphs and
- navigation bars
- Important in the beginning
- Link texts expressive
- Images with alt-texts
- Tables not for layout, but for table data
Whoever adheres to these rules will also have good chances for a good placement on Google and other search engines. It is not without reason that websites commissioned by public institutions need to be barrier-free.
Until now, this has nothing to do with search engine optimization. And yet these are the essential prerequisites for successful ranking. Because basically the algorithm of a search engine tries to replicate a prototypical, completely handicapped people. Frequently the barrier-free optimization is offered as “search engine optimization”, which I however for nonsense.
Websites without SEO can be super
Instead, there are numerous examples that can also rank websites that are no search engines optimized. Anyone who is able to put permanently and many interesting and relevant content into the web, does not have to worry about search engine optimization. Good maintained and continuously growing websites are almost “auto-SEO”. If the content is interesting enough, they will automatically attract links. Which brings us to the “trickiest” point for a good ranking: the links. For search engines – especially for Google – the number and importance of links pointing to a page is an important criterion.
SEO is primarily link building
If the website does not offer exciting content, it will not generate automatic linking. And then – and only then – comes SEO is game. The search engine optimizer then ensures that a link is created manually. This can be quite simple about entering into web catalogs. However, this alone hardly leads to a ranking gain nowadays. Just like a one-man bookmarking network with hundreds of pseudo-identities.
Then there is the method, via Linktausch to thematically appropriate links to come. Or the SEO buys a certain number of links, that is, it pays the linking page for the link. The best, because the safest and longest successful method is certainly a mixture of marketing and networking. (The “search in search engines”, which is actually still offered today, is a complete mumpitz.) The big search engines are looking for their contents themselves, it is only important that they have at least one incoming link from an indexed page So difficult)
One thing is clear in search engine optimization: the self-generating link does not work – it needs to be helped. Google does not like that. Logical. Whoever gets caught loses with a penalty – that is, with a penalty-back transfer. Successful SEO work is based on concealing one’s own links. “Natural Linkbuilding” is the keyword: one varies link texts, sets both follow- and nofollow links, also a banner can be used as a link and so on. So diversity. This is intended to make Google more difficult to find targeted manipulation.
It is no wonder that search engine optimization is such a dubious reputation. The targeted setting of links (which are actually an independent recommendation), which are still veiled, are not exactly fine style. At least, according to Hausmütterchen-Stammtisch-Moral.
What else does SEO do?
- Here are a few keywords:
- Meta tags
- XML Sitemap
- Keyword analysis
- Keyword optimization
- Nofollow links
- Canonicalization (source-reference)
A few remarks about this: Meta tags reads except for search engines and some crazy webmasters no one. The Robots.txt file tells the search engines what data they can crawl and which are not. Without indexing, they index everything they find. XML Sitemapt can affect the speed at which new pages are indexed. But as far as I know, they do not have an effect on the ranking. Keyword analysis means finding the “most rewarding” terms that have the most search volume.
Keyword optimization then modifies the content accordingly. In the worst case, you name keyword stuffing. The text is then overloaded with the term and is basically unreadable. Typical case of optimization for a search engine, whereby the SEO has forgotten that also search engine optimization should lead to more visitors. Nofollow links indicate whether the search engine should follow the link or not. This is completely irrelevant for every normal person. The redirection of pages, whose URL has been modified, is useful in the short term, but in the long run Google is also regulated without redirect.
In short: all these SEO measures are irrelevant to the human user of a page. And I assert that they have only a minimal influence on the ranking. For an SEO to engage, is usually not worthwhile.
For which website is SEO worthwhile?
Seo is a business. And Seo costs resources and time – money. As a rule, Google is able to place good content from clean websites independently in the ranking – without any SEO in the page or the linking would have invaded. Search engine optimization is only necessary if the content is unreliable, but there is a lucrative interest in finding it. This is generally the case with shops. And here, of course, the competition is greatest. But if several seos are active in a market, the thing is rocking quite comfortably. The operators of the websites must then pay attention that the rising profit also surpasses the rising SEO costs. It is predictable – if not in some industries already the case – that the end of this spiral is reached at some point. From then on SEO is also worthwhile for shop owners no longer.
Conclusion: SEO is overvalued
For most websites a search engine optimization is completely superfluous. The editors for creating and deploying websites are getting better in the sense of the W3C standards. And thus content automatically gets the ranking they deserve. Only when the profit to be expected through SEO is greater than the expenses for the search engine optimization, SEO is to be considered. But this, globally, should be a small, rather small number of pages. The current hype certainly fires a series of initiatives that believe they could earn money in and / or on the Internet. I think this is largely for eyewash, which is not least also fueled by the SEO scene. But: that’s business …
How will SEO evolve?
In my opinion, SEO will “shrink” in the next few years. There will be some major agencies that are primarily link-building specialists. In my opinion, only the area of “content optimization” (keyword search and onpage text optimization) will be implemented. All the methods and tricks that are offered today as “SEO” will lose importance in the foreseeable future.
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