What is SEO? Search engine Optimization (SEO)

Search engine Optimization (SEO) includes all the measures that are used to make Web pages appear on the results pages of search engines in higher places. Search engine optimization takes into account how web crawlers of various search engines search websites, their contents read and processed, the criteria according to which they are evaluated and how search results are compiled and sorted (search engine ranking). The operation of the sorting algorithms is kept secret by the search engine operators and is often modified to make misuse difficult and only to provide the user with really relevant results. It must therefore be closed indirectly by analyzing the search results. On the other hand, the search and reading of the contents of Web pages follows well-known HTML standards of the Web, whose adherence to the creation of Web pages represents the first and essential step of an optimization.

Another step is to select the appropriate keywords.

The meta tags, which can be included in the head of a homepage, are losing more and more importance. In order to ensure correct search results, these are hardly noticed by major search engines like Google.

Important are:

A lot of text in the relevant Internet presence to be able to guarantee as many Keywordphrasen as possible.

The words that appear in the page title (title tag), in designated headings (H1, H2 tags, and so on), in text links (including those that refer to the page in question), and within the URL.

Traditional Search engine Optimization

Traditional search engine optimization(Website SEO Analysis) typically optimizes a page for one or two search words. Often a large page is split into several single pages to optimize it for different search terms. The search words are combined with the corresponding contents. This (classic) area is part of the so-called “onpage optimization”; This describes all the methods and possibilities that can be performed on the content and structure of a Web site.

In the meantime, it is no longer enough to increase the relevance of websites. A good listing and good visibility in search engines as well as the quantity and quality of incoming links to a website (backlinks) should be considered with. This area of search engine optimization is called “OffPage optimization”.

Free online tools can be used to explore the potential of websites. Often small changes suffice to find themselves in search engines on a much better ranking.


Pages designed purely graphically, with films, images and graphically embedded texts, such as the programming in Flash allows, provide the search engines with hardly any usable text code. The programming of a website exclusively in Flash is therefore not recommended from the point of view of search engine optimization. In order to enable the design potential of animated start pages or entire Internet sites in flash without ranking loss, partially automated redirects are set up, which contain specially created text pages for search engines. However, this method of working with so-called bridge pages contradicts the guidelines of most search engines. As soon as they are noticed, such “optimized” landing pages are excluded from search engine operators.


Methods that bring non-relevant web pages to front sites of search engine results pages are referred to as search engine spamming; They violate rules that provide search engines with protection against the manipulation of their search results. Ethically flawless search engine optimization avoids spamming. Cases discovered by search engine operators often have the effect of banning the page in question.

“White hat search engine optimization” does not allow for prohibited practices such as the use of bridge pages or a Linkfarm and follows the directives of the individual search engines. The aim is to avoid punishments by the search engines, such as an exclusion from the index or the downgrade in the search results pages.

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