How many SEO clients do you have
From diva-e Advertising (formerly: One Advertising) you always hear the slogan “We set everything to 1”, but how do they do it? Christian Paavo Spieker and his team from diva-e Advertising, the best SEO agency (SEMY AWARD Winner) reveal their ranking factors for 2021.
What is SEO The 5 SEO success factors for 2021
Who are you optimizing for? For Google or the customer?
SEO is essential to the success of any website. The user experience is also an important factor in online marketing - and thus makes up a large part of successful SEO work. One reason why the interests, feelings and satisfaction of the users will determine the SEO of the future is that these ranking signals can hardly be manipulated.
A large part of the web shops are concerned with improving the user experience and taking this metric more into account. The focus should be more on the data that is recorded in connection with user satisfaction.
The same applies to Google, which with every algorithm update aims to present customers with the best possible information in search results.
Have you ever heard of the Landing Page Experience belongs? This is a key ranking factor in AdWords ads.
"It refers to how good we think the user experience will be when you visit your landing page." (Google)
To avoid misunderstandings: This is by no means just an AdWords ranking factor.
How does Google identify the best search results? Of course, there are sophisticated algorithms that can analyze texts, put entire websites into context and evaluate backlinks. But Google doesn't just rely on artificial intelligence, deep learning, and big data. Google still learns most from the behavior of real users and has been evaluating this behavior for many years.
It is therefore quite obvious that the ranking, among other things, depends on whether visitors click certain search results more often than others.
This measured value - the user engagement - influences the position in the SERPs more than is generally assumed. Once you have done your technical OnPage homework, it's all about the user.
We have been doing tests here for some time:
Advertising.de has been ranking for the keyword for yearsSEO agencysomewhere in the top 20. However, a top position (1-3) was never achieved. When we started our test in mid-2018, we were in 11th place. Within a few weeks, we reached 1st place. The only thing we did here was tweak the snippet onBest SEO Agency 2018 *- One advertisingThis significantly increased the CTR on our search results, as you could see in the Search Console.
One can draw the following conclusion from this:
a lowering of theReturn to SERP rateleads to a better ranking
an increase in the number of clicks on a search result leads to a better ranking
Google cannot measure the bounce rate
Make it into the top 10 - no matter how!
Of course, without a top 10 ranking, the clicks on a search result cannot be measurably increased. So it's still true: the best place to hide a corpse is on the second Google search results page. The first goal is therefore to get into the top 10 search results at all. The familiar points remain the basis here:
1. Clean technical on-page optimization
2. Good and relevant content
3. Sufficient backlinks or a growing backlink profile
And exactly in this order, because without the technical foundation, Google won't crawl the content and without good content nobody will link to me. A top 10 ranking is only possible when these factors are correct.
SEO success factor No. 1: Engagement & CTR
When I do a Google search and get the result, I usually first scan through the search results page. I never click directly on the first or second result. I read the description briefly to see if I can find a straightforward answer to my question. On average, just over 20% of users click on the first search result and almost 80% on the one that most closely matches their search intention.
Relevant and easily understandable content in the title and meta description improve the CTR here. You can pimp the SERPs with structured data, but the title tag and meta description, which can be seen in the SERPs, are still the measure of all things. So if I want to get the click, I have to primarily take care of these two pieces of information and set myself apart from competitors on the same keyword.
Basically it's like in a row of shops. Everyone has the same shop window, everyone is selling the same product. How do I get customers into my shop if I only have limited design options?
What is the USP of MY product, website or service? What am I doing better than the competition? Is the offer z. B. cheap, one-time, fast delivery? Ask yourself why the user should click on your snippet and speak to them directly.
If I don't have a USP, an original, clever or target group-oriented approach helps. It is important that I stand out and be more interesting than the competition. We call the SERP Snippet Design and attach great importance to it.
Which SERP appeals to you most when you search for “Hotel Rom”?
SEO success factor No. 2: user experience
A good ranking should win customers and increase sales. Even with thousands or even millions of page impressions, a bad user experience will lead to poor conversion and higher bounce rates.
In the end, shops earn from users and their orders and not from search engines. So when optimizing the website, the audience should always be the focus. We applied this principle ourselves when designing our landing page in order to set ourselves apart from other SEO agencies.
And of course, the content will then also be found more easily by the users in the organic SERPs. Because the longer users stay on a website, the more satisfied they are from Google's point of view.
Conversely, high return to SERP rates speak for a bad user experience and Google punishes this with a bad ranking. For example, if your website is very slow, visitors are more likely to switch to the competition before waiting for your website to load.
An optimization for people is always an optimization for the search engines. Conversely, this means that if you only optimize for the bot, the website might appear on the first page of the SERPs, but does that also bring clicks and, above all, conversions?
SEO Success Factor # 3: Great Websites
However, once we have won the click war, we have to offer something. Too often a loveless website is presented to you with sparse information and a lousy layout. Or the content has little to do with the user's expectation and the hard-won click turns into a return to SERP.
In addition to the SERP snippet design, I need a really good website and a website is good if it does not flood the user with information, but makes it easier for them to get started and offers comprehensible user guidance. To do this, the site must pursue a specific objective. Would we like the user to subscribe to something or buy a product after reading the content? Then this objective must also be absolutely in focus.
The following questions help to assess the usability of a website:
What is the goal of the landing page?
Is the content prepared appropriately?
Does the layout distract from the content?
Do the font size and spacing make it easy to read?
Is the text easy to skim thanks to subheadings?
Is there a table of contents with jump labels?
Are the users motivated to click through via call-to-actions and links?
Did I pick up my personas? Some prefer to read, others prefer to watch videos, does a graphic help?
An attractive preparation of the content not only leads to a better user experience, but also generates backlinks, thereby increasing SEO success and increasing your sales.
Instead of bombarding site visitors with popups, flyouts, unnecessary links, color gradients and complicated forms, you should concentrate on the essentials. Less is more: Let us let the user grasp the content in peace and not terrorize him with popups or offers that he does not want to have. Millions of pages are annoying today with requests to subscribe to a newsletter, join a chat or ask to be allowed to send push messages in the future. But nobody will want to order the newsletter advertised there the first time they visit your website, let alone want to receive push notifications.
Your customers visit your website with specific expectations, concerns, feelings, questions, and influences. They try to understand what you are trying to tell them - but their attention spans are limited. Every design element, graphic, product option, unanswered question, misalignment, and block of text contributes to this limit being reached. Huge menus, areas with social media buttons, logins and login options, etc. have to be scrolled away before you can get to the content.
Texts with a suitable font and a good paragraph structure are pleasant to read. To do this, we leave space in the page and avoid text wastes. The page becomes easier to read if it contains graphics, lists or tables. The content can be captured so quickly and we don't waste the visitors' time.
At the end you have to ask the user to take an action. This is where the objective of the content comes into play again. Do we want to motivate people to download a PDF? Should the user go to the checkout? Should he rate the page? Then we have to expressly ask him to do so. A visually good call-to-action is a must.
SEO Success Factor No. 4: Reduce Complexity
Is your website easy or complicated to use? Is the navigation system complex? Can visitors see at a glance what we offer on our website? All [IR1] of these points contribute to whether users linger and a conversion takes place. Various studies show that the more complex it is, the less attractive a website is.
A website must be designed in such a way that the user does not need a guide to find his way around.
It should be easy to use. In this objective, design and SEO often do not differ. If both go hand in hand, the maximum effect can be achieved.
In case of doubt WE will guide the user. If filters are too complicated to use, products do not show a specific difference at first glance, or options are too diverse, we lose some of the users again.
So we don't distract the user! Cross-selling is not prohibited. But if a customer wants to get a cell phone contract, we shouldn't try to sell a hosting package as well.
At best, we offer highly relevant products that match the selection. A suitable cover for a cell phone or additional data packets for a cell phone contract, for example.
The checkout must be quick and easy. Why force the buyer to create a user account? Why is data requested that you don't need? When checking out via Paypal you can z. B. obtain all address information directly from PayPal. The purchase is as quick and easy as possible for the customer.
The user should stay on the site until he “converts”. Traffic is nice, but basically worthless if you don't close it. Fight for the user, both in the SERPs and on the website. Build the best website you know. Tell the customer directly and without further ado why they should buy the product from you. Confirm that he has landed on exactly the right page and leave no doubt that he is making the right decision with you.
And exactly the same goes for the SERPs. Take a close look at the top 10 for a keyword, check what your competition says there and work out your USP in the snippet.
Google is increasingly able to understand websites like a user. That's why you no longer optimize for the bot, but for people.
SEO success factor No. 5: test, test, test!
It's not that our people don't have SEO test ideas. However, boss tests somehow have more priority :) In addition, our boss (although he is boss) always has a lot of good ideas about what to try. I'm talking about Christian Paavo Spieker: Although he is the CEO of diva-e Advertising GmbH, he is more of an SEO evangelist. His creativity and ideas in relation to the development of Google search lead to innovative SEO strategies, new SEO tools and a better understanding of Google. Without him, the OA would not have been voted the best SEO agency three times.
Take your time to test. Don't just trust what works for others. Be brave and experiment with your ideas. Define KPIs before the test and let the test run in small frames until it provides reliable data that can be compared with the initial values, and do not give up too early.
CPS SEO tips: My SEO recommendation for you:
Let's assume you've done your technical SEO homework. A sensible keywording has been created and you have no unrealistic ideas with regard to the ranking.
As long as your website is not an authority site or a strong brand, you have little chance of ousting big brands and long-established good websites.
Take the term Lego as an example. What reason should Google have your page ranking before the official Lego website or authorized retailers (who have good pages)? #NoBrandNoRank
The next step is to determine the status quo. Are your keywords ranked today? [https://www.advertising.de/oneproseo/seo-ranking-check/] Create a ranking monitoring and follow the development.
Look for five keywords with which you are not in the Google Top 10, but which are already ranked in the Top 100. Take keywords for which ranking is also worthwhile, i.e. terms with search volume and which where your website has the right offer.
Search these keywords in google. Check out the top 10 snippets. Go to your competitor's website. What are they doing better than you?
have the targeted titles and descriptions?
are the headings and content more meaningful / better?
are the offers more tempting, the prices or the service better?
is the site easier to navigate?
is the user well advised on his problem?
If you don't have the best Lego shop on the net and can beat all of your competitors on price point, offer and service (USPs) and no customer can get past you anyway, you have to approach it differently.
You need a so-calledInformational Authoritybecome. Customers have problems: the grandmother wants to buy a Lego Technic set for the 9 year old grandson, but which one is suitable? Another would like to know which Lego sets are exclusive or limited? The next person wants to buy a remote controllable model and doesn't know which is the ideal model. Help your users. Create purchase advisors, ensure a smooth shopping experience. Inform your customers so well that in the end it will be easy for them to make a decision and make a purchase.
Compared to the Google Top 10 you will find many factors that you can optimize on your own website. Start by understanding the user's problem. What does the user want when he is currently searching for this keyword in Google and what may he not find on your site?
Can you do things better on your website to give the user comprehensive advice on his problem and offer him a solution?
Measure the time on page, the bounce rate, the scroll depth, how many pages a user visits during his session. All of this gives you clues as to how well your site is performing. Try to increase these numbers. What does it take to prevent a quick jump? Don't just rely on your own intuition, ask your target group what they can expect.
Build great websites, create better content, and start outperforming your competitors. Step by step you will learn what works and what doesn't. In the medium term, this will be rewarded with more users, better CTRs and a better Google ranking.
MATTS SEO Tips: My technical SEO recommendations for you:
Besides the content, your site must be technically flawless. This is about whether your page is crawlable. Can Google capture and index all of the content on your site? What use is the most user-friendly page if it doesn't get into the Google index.
Use the Google Search Console. Work with it, correct any errors that Google shows you there. Check if Google is crawling all of your pages on a regular basis. If server or client errors (5xx and 4xx) are displayed, always correct them as soon as possible. Does the number of pages from the Search Console match the number your website physically generates? If it is more than what the Search Console knows, you have a problem because you are likely to generate duplicates, and if it is less you also have a problem because Google is probably unable to crawl your page completely.
If you use structured data (JSON-LD, Microdata), validate them. The URL check or the functionAccess as with Googlein the Search Console provides further valuable services. Here you can see immediately whether your pages can be crawled properly.
What is the loading time of your website? Both users and Google don't like slow sites. Google will crawl your page less and users won't have to wait several seconds for the page to be displayed. Your page should take a maximum of 4-5 seconds for a full page load.
Is the mobile version of your website working properly? Google recommends building the site responsive here. Are all contents of the desktop version also accessible in the mobile version? Over 50% of Google searches are carried out on mobile devices.
Even if you are not a developer yourself. Learn the basics and try to understand what affects ranking and what doesn't.
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