How to do Search Engine Optimization: SEO

How to do Search Engine Optimization (SEO)

OnPage Customization

Even Inventrieur is part of its own website on page seo. As mentioned earlier, effective search engine optimization should always start with on-page factors. Anyone who frequently visits relevant forums for search engine optimization and Internet marketing will repeatedly come to the opinion that on-page optimization can now be completely ignored. Of course, no one can say exactly to what extent Google still takes individual optimization factors and areas into consideration in the context of OnPage seo, but serious search engine optimization always includes all the variable factors – and in which OnPage Customization is included. Furthermore, it can usually be applied very quickly and does not require a particularly large amount of effort. So what does it speak against
How to do Search Engine Optimization: SEO
How to do Search Engine Optimization: SEO

Choosing the Right Domain Name

Before starting work on the site, it would be advisable to first see the correct domain name for the website. This can certainly affect the success of overall search engine optimization. If webmasters have already created a website, they should register a specific domain for which the site can now be found. However, regarding search engine optimization, this question arises: does this domain contribute to the success of the website or is it a negative factor?

To do this, it is necessary to first clarify what the optimal domain for a website might look like. Some experts believe that domain names should be as short and easy as possible for potential visitors. This should help the visitor to keep the name in mind, increasing the likelihood that he or she will visit the site again later. Unfortunately, this hope is mostly in vain. Due to the incredible abundance of various websites, offers, and information possibilities on the Internet, only a small number of visitors remember a website’s name or enter it independently into the search mask again.

A domain name does not have to be short and memorable. Since the chosen keywords of a website are crucial to search engine rankings, it is appropriate to include them in the domain name. Ideally, webmasters therefore choose a domain that contains the main keyword of the website.

Example: a website about psoriasis

The ideal domain for this purpose would be Since it is a relatively well-known term, webmasters may assume that the name is no longer independent. Therefore, some creativity is required. In this case, it is best to add a word for the main keyword and separate the words from one line to another. It might look something like this:
With a little imagination, there are many other combinations of words that make up a good domain. After making a decision, website operators should check with their web host or deny if the desired domain name is free. If this is not the case, webmasters may simply switch to another combination.

What should you look for when choosing a domain extension?

If webmasters operate a German-language website, they should prefer a .de domain. On the one hand, the website appears more serious to the visitor, on the other hand, many webmasters also believe that engines prefer a .de domain in relation to a German-German website. Although this assumption has not been proved, no one has yet been able to make it beyond doubt. Webmasters should only switch to another domain extension if they cannot actually find a suitable .de domain for their website. In this case, it is appropriate to select a .com, .net or .org domain. All other available endings are possible, but never the first choice.

Optimize Website Source Code

Before webmasters dedicate themselves to the actual content of the website, they must first analyze whether the source text (source code) on which the entire website is based can also be adapted. However, this requires at least a basic knowledge of the site’s programming or display language. Mostly it concerns HTML and possibly CSS or the programming language PHP. First, let’s take a look at how such source code is basically structured. In most cases it has two parts:

How to do Search Engine Optimization: SEO
How to do Search Engine Optimization: SEO

Page header, which contains meta information, as well as
The “body” area, in which commands are placed which ensure the representation of individual elements on the website.

For optimization of metadata, we have summarized the best tips and tricks under “Optimizing Metadata” (below). We address this issue under the menu item SEO Tips for Source Code and Meta Element E.  However, webmasters can not only optimize metadata in the source code of a website. A closer look at the source code shows that many websites clearly still offer customization capabilities. On many sites, the source code contains many incomplete and brilliant commands as well as faulty components that do not appear in the browser display on the actual website, but still corrupt the source code. But even though these errors do not appear on the website shown, it is advisable to take care of them: If the source text contains many errors, the search engine may have problems indexing the page content.

In this case it may well be that the machine cannot withstand the wrong content and the indexing stops at some points in the source code. Results: Webmasters can wait forever to find a relevant website in search results. To prevent this problem, webmasters should first check the entire source code for faulty elements and either remove them completely or rewrite them. If you do not feel confident enough to do this on your own, you can use one of the so-called verifiers, which are usually available on the Internet for free (for example webmasters must first search for faulty elements throughout You should check the source code and either delete them completely or rewrite them.

If you don’t feel confident enough to do this on your own, you can use one of the so-called verifiers, Which are usually available on the Internet for free (for example webmasters should first do a thorough investigation. The source code for the faulty elements either remove them completely or rewrite them. If you do enough to do this on your own If you do not feel confident, you can use one of the so-called validators, which are usually available on the Internet for free ( These are software programs that automatically check the source code of a website Scan and determine which errors it contains Huh. The verifier then displays all errors in an explicit form. Some of these programs have also been developed. Enter ext that they also provide the possibility to correct them with error display. After this process, the source code usually looks much better.

In addition, webmasters should ensure that the connection between the command and the text content in the source text is not very large:
If a website contains only small text, but the display of countless commands such as tables, graphics, or navigation elements, it can prove to be detrimental to effective search engine optimization – as far as possible some commands are better, but Lots of textual content. This makes it easier for search engines to find out what the site is about and classify it accordingly.

But what are the options for source code optimization?
A good solution is to outsource all design elements to an external CSS file. However, for this, a basic knowledge of display language is required. Thanks to an external CSS file, the actual source text of the website includes almost only textual content, while all design elements are continuously outsourced.

Metadata Optimization

Meta information (also called “meta tag”) is always located above the “body” area in the source text. This information contains commands that only the search engine can read, that is, the website visitor cannot see. Here, for example, it is specified according to which standard the website is programmed, in which language it is written and what exactly is the text content.

There has been a lot of speculation in recent years about optimizing these meta tags. Some webmasters are now of the opinion that this information is not relevant to search engine optimization. However, the fact that investing a few minutes of optimization work in these elements certainly cannot hurt. It is appropriate to focus primarily on “keywords” and “descriptions”; As a rule, all other details do not require any changes.


Search engines attach no importance to Google information, but some users switch to other search engines – webmasters should spend a few minutes on it until it is clear which search engines read the keywords. The most important keywords of the website’s text content can be adjusted under the “Keyword” item. Between five and a maximum of ten different words is the norm here. It is also possible to use the same words and list them once in the singular and in the plural. However, webmasters should not use more than ten keywords, as the search engine may view the large collection of keywords in the meta tag as spam. For more information on what a keyword means, see Keyword SEO Tips.


The situation is the same with the description. It contains a brief description of the content of the website, that is, not a collection of keywords, but a small body of text that shows in simple terms what the website is about. The most important key words can also be found in this text. The length of the description should be limited to a maximum of 150 characters, otherwise it will not be displayed in full.
How to do Search Engine Optimization: SEO
How to do Search Engine Optimization: SEO

Here’s another important tip about meta tags:

Each individual sub-page of a website must have its own meta tag; Ideally, webmasters match the keywords in the text of the e-mail. Do the same with the individual subpages and descriptions. The same description and keywords for each sub-page of the website are sub-forms for search engine optimization and should therefore be avoided.

Optimization of navigation

The navigation of a website should be as simple, clear and self-explanatory as possible for the visitor. At first glance, it seems that there is no need to optimize navigation Is not there. First, webmasters should ensure that the navigation of their website specifically includes text links. Of course, it is attractive to use beautiful graphic elements as navigation buttons so that visitors do not just click on a text. However, it is not ideal for search engine optimization.

Reason: Search engines cannot read graphic elements. So you don’t even know what text the navigation button in question takes. Since each link must be provided with the corresponding link text for efficient search engine optimization, a problem arises that can be most easily solved by the website operator – as already indicated – of navigation elements. Using text links in the form. Whoever subtracts this option should provide the corresponding graphic elements with at least one optional text that visitors can see when they move the mouse cursor over them. To do this, webmasters simply embed the “alt” attribute in a command to display a graphic.

Optimization of internal linking

Many webmasters are of the opinion that navigation and internal linking of one website are one and the same; However, this is not the case. A website can be linked internally in many ways, navigation is only an option. The optimization of navigation elements has already been discussed. Now it remains to be clarified how webmasters can improve the overall navigation structure of a website.

But what does this mean in concrete terms?

Let’s assume a small and simple website with five sub-pages. From the start page, the webmaster sets a link to each individual sub-page as part of the navigation, ie each sub-page can be accessed directly from the start page. It is the ideal internal linking structure. Unfortunately, this approach is only possible for small and simple structured websites.

In the case of more complex websites – especially in online shops – it is necessary to subdivide separate sub-pages into categories and possibly assign different sub-categories to them again. The result is a relatively complex structure that is rarely transparent on many websites. This means that some sub-pages can only be obtained from the start page with ten clickers and are even more achievable. This is not so easy for search engine robots; They have to fight their way through all the sub-pages from the start page on several different paths and not ignore any links if possible. Unfortunately, this often goes wrong, and therefore individual sub-sequences are also not indexed.

In this way, your own website can be clearly and well structured for the visitor as well as optimized for the searcher’s robot:

Internal connecting structure

First, webmasters should ensure that the structure of the internal link does not go too deep: each individual subpage must be accessible from the start page with a maximum of five clicks. In an emergency, webmasters must exclude navigation on the home page so that the visitor has to click on fewer subpages.

Breadcrumb navigation

The site also has the option to create a so-called breadcrumb navigation. These are navigation elements, which expand with each subpage, so that visitors can practically see black and white to see which pages it has reached the corresponding sub-page. Hence the name “breadcrumbs”. The visitor actually sees where he has come from and how he can find his way to the previous pages. Such navigation is usually arranged as a horizontal bar above the actual text content of the related page. It goes without saying that this is only one additional element; The actual main navigation remains normal.

Link to content

Another possibility with which the internal linking of the website can be improved is to add different words to other sub-pages in the text content of the related page. For this, webmasters ideally use a word that matches the text content of the subpage to which they want to link. This can be done on the entire website, but it is advised not to overdo it – two to three links on each page are sufficient for the other sub-pages of the website.

Site map

Last but not least, the secret thing of all webmasters: Sitemaps. With this, webmasters can easily and transparently display the internal structure of websites that are too complex for search engines. The whole thing works very simply: webmasters create an additional subpage and list all other pages of their website on it. They provide each list item with a link to the corresponding page. This practically creates a map from which each individual subpage can be accessed with one click. Website operators then link this sitemap directly to the homepage, for example in the footer. As a result, search engine robots only have to call the sitemap from the home page and from there can visit all sub-pages of the website. This creates optimal conditions so that search engines can quickly and safely index all pages.
How to do Search Engine Optimization: SEO
How to do Search Engine Optimization: SEO

Optimization of text content (content)

Now we come to the main part of every website: text content. all this Something that a visitor can read in their browser after calling the website. Optimization of these factors is important not only for search engines, but also for users. No matter how well the texts are optimized for search engines, a website cannot succeed in the long term if the visitor does not find useful and user-friendly text content. We deal in detail with the subject of “the right texts for your website” under the menu item “Content”.

Optimize website content

Webmasters should always optimize their website primarily for visitors and only then for search engines. Operators can earn money on a website only if the visitor uses the content in some way. This can be done, for example, by clicking on an ad offering, but also by purchasing a product directly on the website or as part of affiliate programs on other linked sites. With the right approach and the necessary tips and tricks, webmasters can easily customize the textual content of their website so that it is as optimally tailored to the visitor as possible and is still easily found by search engines.


Ideally, the text content of a website should be structured with headings and highlighted words so that it conforms to the visitor’s expectation. But the heading also serves other functions. Search engines attach special importance to the titles on the website, as it usually shows for which topic the site is relevant. Therefore optimization of titles is a particularly important part of search engine optimization. In addition, individual keywords can also be marked by the highlighted words in the running text, so that the search engine considers them particularly important. In the HTML display language, it has become common to arrange headings in their hierarchy with appropriate commands. This is done using the so-called <h> tag.

How it looks in practice: The largest and most important title for the website’s content is given the command <h1>, the second most important is marked by <h2>, and so on. For pages with relatively short textual content, it is certainly not necessary to specify all four title categories. Here the commands <h1> and <h2> can be completely sufficient. If possible, however, webmasters should include the keywords that are most relevant to the site in the respective headings without changing the hierarchy chosen; Namely, the most important keyword goes in the title <h1>, the second most important in the title <h2>, and so on.

It is advisable to use the title <h1> only once on each subpage. Webmasters may use all other titles more than once. Multiple <h1> headings, which may also contain different keywords, can cause confusion for search engines, as it can no longer properly classify which topic the site is most relevant to. With the help of this structure, webmasters kill two birds with one stone: on the one hand, the search engine recognizes a clear hierarchy based on the <h> tag and can thus assess which topic the most related site is on. Relevant, on which, on the other hand, the user also benefits from such title design. The texts are well structured so that they are better readable to the visitor.

shed light on

As already indicated, however, there are other ways at the same time to make the text content easier for visitors to read and to give the search engines a little boost. For example, individual words in the running text can be highlighted accordingly, for example by displaying them in bold; Words in italics also carry out this function. Of course, it makes sense to use these functions to highlight the most important keywords in the text. However, webmasters should not overdo it with this technique. As a guideline: According to 100 words of continuous text, the corresponding commands should not exceed one or two words.

Running text

The main part of a website has a golden rule: text content should provide visitors with as much useful content as possible. The more informative and valuable the text content, the longer the visitor will stay on the website and the more likely it is that they will come back later.

What are the rules for body text? It stands for the argument: keyword.

The previous section already shows that it is appropriate to periodically highlight keywords in ongoing text, if possible. But how often should relevant keywords appear in n textual content? Search engine optimizers had been arguing about this for a long time. The fact is that the correct keyword density (the number of keywords in relation to the rest of the text content) is a relatively fine line.

If the running text contains too few keywords, the search engine may not be able to clearly identify the terms for which the related site is relevant. However, if the density of the keyword is too high, the search engine may exclude it as spam and exclude the site from indexmove or at least give a poor list in their results. In our experience, the optimal keyword density is around five to six percent. This means that, e.g. Therefore, a text with a length of 300 words should contain about 15 to 18 keywords for this page. Of course, this rule is the gray principle. More important is that the text is meaningful and easy for the visitor to read.

Optimization of images and graphics

Now we come to a difficult field of search engine optimization – the optimization of images and graphics on a website. Of course, the website should not look like a pure text mess, but should be loose with appropriate images and / or graphics and thus designed in a user-friendly manner. Studies have often shown that texts opened by pictures or graphics leave a much better impression on the reader and are therefore often read more. For user-friendliness of a website, it is therefore ideal if the texts contain some images and graphics.

How to do Search Engine Optimization: SEO
How to do Search Engine Optimization: SEO

Another topic in this context is search engine optimization: although the technology is so advanced, search engines are still not able to read the content of an image or graphic; Pictures and graphics are practically invisible to him. Therefore, optimizing images and graphics on a website should be quite difficult. If a website consists entirely of images and graphics, then no search engine in the world will be able to tell what this site is about. For this reason, Internet pages that are designed primarily with Flash or other graphic elements are more difficult to customize than text-heavy HTML sites. But there are always small tricks from which you can get the most out of photographs and graphics,

<Alt> attribute

HTML is a special command in the display language with which an image or graphic can be assigned to alternative text. This command was originally intended for the condition that an image cannot be displayed on the website. If the visitor now hovers their mouse cursor over the image, this command will display an optional text with which the webmaster can describe the picture content. Incidentally, such a command is also useful so that blind people can fully understand the website. There are special software programs for this which read the entire contents of the website to the blind.

In the case of images with optional text, the software can also read this image description aloud. Apart from these uses, it is <Old> – but it is also a great benefit for search engine optimization: the search engine can still find out what it is about through alternative text. Clever webmasters can also include the most important keyword of the page in this alternate text. However, it is important to ensure that this keyword is included in a meaningful descriptive text for the image or graphic.

Tip: select titles for pictures

Another trick with which images and graphics on a website can be readable to search engines is the use of the “title” attribute. Incidentally, it is used not only on the Internet, but in almost all print media: magazines usually contain a small descriptive text under a printed image; This is the title for the image in question. Webmasters typically place this “title” tag in a relatively small italic font directly below the image. The title should be kept as short as possible, at most one line of text. Of course, the most important keywords for the related page can also be included here.

Links to Other Web Sites

Almost every website has links to other websites. Many webmasters want to provide the best possible service to their visitors and are therefore happy to provide links to further websites. But even if webmasters exchange links with each other, for example, they have to place it somewhere on their website. Sometimes it happens that a website contains hundreds of such links. These are also known as “outbound links” because they actually exit a website. At first glance, these links may not be of any importance to your website, as these are not relevant backlinks to search engine optimization.

But search engines evaluate every factor of a website and thus also the number and quality of outgoing links. In general, the following applies here: Search engines rate a website higher, less outgoing and more incoming links. It is therefore advisable to keep the number of outgoing links as small as possible, ideally. In the eyes of Se, Arc Engine, every outbound link weakens the reputation of that website.

So what is to be done?

Strictly avoiding outbound links is not the best approach, as this too will limit the service for visitors. In addition, webmasters must also include links to reciprocal website recommendations (link exchanges). Nevertheless, website owners should follow some advice to get the most out of their outbound links.

Low priority links: “nofollow”

There is a command in HTML language with which webmasters can mark any link as irrelevant so that search engines do not forward it. We are talking about the so-called “nofollow” attribute. This can be embedded in the corresponding command text for the link in the form rel = “nofollow”. Webmasters can use this feature for all outgoing links on their website, which are not necessarily relevant to search engines, e.g. B. Links to websites that forward to visitors Act as offering.

Note: Anyone who has exchanged links with other webmasters should avoid adding the “nofollow” attribute to the link on their website. This makes the link completely useless for exchange partners, about which they should be properly offended and as a result remove the related outgoing links on their site as well.

Useful External Links: “Follow”

In addition, it is important to ensure that the remaining links marked with “nofollow” are not evenly distributed across all sub-pages of the website; There should be no more than five outbound links on any subpage. Thus, website operators avoid individual subtopics being penalized by search engines through the accumulation of outgoing links, which in turn can negatively impact the entire website. If, for example, a webmaster has 400 words and 10 outgoing links on a subpage, the search engine has to ask themselves what the operator values ‚Äč‚Äčtheir site – the notion quickly arises that the webmaster is in their own right. What the content considers so insignificant is the frequent visits to external sites referenced.

Tags:- How to do Search Engine Optimization, How to do SEO

Leave a Comment