SEO – what is it?

SEO, orsearch engine optimization, describes measures that improve the ranking of a website and its content in theorganicsearch resultsof asearch engine, thereby increasing its visibility.

SEO is the only online marketing strategy that increases websitetrafficin the long term, even when no further investment is made.

On-page search engine optimization involves optimizing everything that can be found on the website itself. This includescontent creation, i.e., the creation of new texts and the optimization of existing texts with the help of keywords and meta descriptions. Technical SEO is also part of on-page optimization, which involves designing the website in such a way that search engines can easily access and crawl andindexit without any problems.

Off-page optimization deals with factors outside the website that influenceorganicsearch enginerankings. Among other things, link building is used for this purpose (more on this in the article onoff-page optimization).

If you want your company to appear on Google or other search engines so that customers can find you and you can gain an advantage over your competitors, there's no way around SEO.

UnlikeCPC measuressuch as Google Ads, which bring short-term success,SEO successes do not disappear as soon as investment stops. Once a website has been optimized, this has a long-lasting positive effect on ranking and traffic.

However, the content of a website should remain "alive" and be constantly updated or expanded in order to achieve a good ranking in the long term.