SEO - definition and meaning of search engine optimization

SEO stands for "Search Engine Optimization". The aim is to improve the ranking of a website in the organic (i.e. unpaid) results of search engines. The aim is to prepare relevant page content for search queries in such a way that it is considered particularly useful and of high quality by search engines.

SEO is not a one-off task, but a continuous process that combines technical know-how, strategic thinking and editorial expertise. A plumbing company from Münster that wants to be found for "heating emergency service Münster", for example, must optimize its website content, structure and metadata specifically for this search query.

An understanding of how search engines work is necessary for SEO to be targeted. The process is roughly divided into three phases:

First, so-called crawlers search the internet by following links and collecting information about websites. In the second stage, this collected data is stored in an index. There, the search engine analyzes content, structure and technical quality. The third step is the ranking: the search engine determines the most relevant results for a specific search query and ranks them according to relevance.

SEO can be divided into three central areas: on-page optimization, off-page optimization and technical SEO.

On-page optimization

On-page optimization includes all measures on the website itself. This includes the quality of the content, the use of relevant keywords, the clean structure of the headings and well thought-out internal linking. User-friendliness (usability) and user experience (UX) also play a major role here.

Off-page optimization

Off-page optimization takes place outside the website. The main focus here is on building high-quality backlinks, i.e. incoming links from external websites. Other relevant aspects are online PR, mentions of the brand (even without a link) and, indirectly, social signals.

Technical SEO

Technical SEO lays the foundation for all other measures. This includes a fast loading time, mobile optimization, correct indexing by search engines and the use of structured data. Security aspects such as HTTPS encryption are also included.

Good content is not only well written, but also fulfills a number of criteria: It is relevant to the target group, logically structured and easy to read. Keywords are integrated in a meaningful way without impairing readability. In addition, images, infographics or videos enhance the content. Sensible internal linking ensures that users discover further content and stay on the page for longer.

It is fundamentally important that the content fulfills the search intent of the targeted users and is optimally tailored to it. Every search engine user wants to get to the best result quickly. Search engines like Google want to enable their users to do just that. Based on user behavior, a search engine like Google knows exactly how a piece of content will perform in this regard. So if a publisher delivers target group-optimized content that precisely matches the search intent of the previously researched keywords, the chance of a top ranking is high.

A tried and tested tip: blog posts that answer common user questions or deal with a topic comprehensively often achieve better rankings than short product descriptions.

Backlinks are a central component of off-page optimization. Search engines interpret them as recommendations - similar to citations in scientific papers. The more high-quality and thematically relevant websites link to your content, the better your chances of a good ranking.

Links from specialist portals, high-authority blogs, reputable business directories or media that report on your company are particularly valuable. However, caution is advised: Buying links or exchanging links en masse is against Google guidelines and can lead to penalties.

Technical SEO forms the backbone of your entire SEO strategy. A page can only reach its full potential if it works flawlessly and has a clean structure.

Since 2021, Google has been measuring the page experience with the Core Web Vitals, among other things. These evaluate the loading time, responsiveness and stability of the website. Key figures such as the Largest Contentful Paint (LCP), the First Input Delay (FID) and the Cumulative Layout Shift (CLS) are particularly important.

In addition, your website should be mobile-optimized, as Google now primarily uses the mobile version for evaluation. The robots.txt file and meta tags can also be used to specifically control which content may be recorded by search engines. The Google Search Console helps to identify technical errors at an early stage.

Technical SEO is therefore the relevant basis for other search engine optimization disciplines to take effect. However, an overemphasis or marginal optimization of technical SEO only devours budget and often brings no additional benefit. The focus should be on content and structure.

The role of artificial intelligence in the search engine world is constantly growing. With technologies such as BERT, MUM and Gemini, Google increasingly understands content contextually and can better assess user needs. The introduction of Google SGE (Search Generative Experience) and AI Overviews shows that search engines are evolving into answer engines.

Content that not only contains keywords but also provides real added value is becoming increasingly important as a result. At the same time, the relevance of E-E-A-T, i.e. the combination of experience, expertise, authority and trustworthiness, is growing.

No optimization without analysis. Continuous monitoring of relevant KPIs shows whether your SEO measures are working. Important key figures include visibility in the search results, the positions of your keywords, the click-through rate (CTR), the dwell time and the conversion rate.

Tools such as the Google Search Console and Google Analytics provide important data for this. In addition, tools such as ahrefs, SEMrush or SISTRIX offer professional insights into rankings, backlinks and competitor analyses.

Search engine optimization is in a constant state of change. Zero-click searches, where users receive answers directly on the search results page, are on the rise. Voice-activated search queries (voice search) are changing keyword structures. YouTube is gaining SEO relevance as the second largest search engine. In addition, longer, comprehensive content ("long-form content") is increasingly preferred. Entity SEO, where Google thinks in terms, is also becoming increasingly important.