Search Engine Optimization at SPOTLIGHTSEO
NTERVIEW & BASIC SETUP
KICK-OFF & ANALYTICS
MONITORING & CONTROLLING
Organic Traffic - Increase
Bounce Rate - Decrease
Average Visit Duration - Increase
Pages Per Session - Increase
We draw on a catalog of contemporary SEO measures and our extensive experience. We work exclusively according to the current onpage and offpage standards as well as the official SEO guidelines of relevant search engines.
Take the chance to push your company on the web and generate valuable leads that lead to real conversions.
Everything you need in terms of SEO services is available from us as a convenient complete SEO package . That is why we position ourselves as a full-service provider.
In order to guarantee you the highest quality standards, we use established SEO suites such as XOVI for keyword analysis , Sistrix and SEMrush .
We stand up for your backlink profile! It is our goal that your link picture sets a good example and stays healthy.
The copywriters in our in-house editorial team create content for you that inspires users and bots at the same time. Are you afraid of duplicate content or keyword stuffing? Not with us - we focus on quality instead of quantity!
MONITORING & CONTROLLING
We closely monitor how the SEO processes that are set in motion affect your rankings and your traffic and, in the event of a loss of results, intervene “ASAP” - with new or varied measures.
After that, we ensure, among other things, with short loading times, with security via SSL certificate and user- and crawler-friendly page structures that surfers feel completely at home with you - thanks to 100% responsive DEO friendly design on all end devices(mobiles and desktop).
We like to take the time to provide our customers with more detailed information about what is currently useful in terms of optimization and what is not. Our support team will be happy to help and advise you at any time.
Does your competition in online business depend on you? Is your website falling further and further behind in search engines like Google or Bing? This is exactly where SEO can help, because with its help you can influence the ranking of your websites (landing pages) in the organic search results.
In general, the aim is to provide the “robots” of a search engine with the content that they “find good”, and also to make it easier for the bots to understand this content – if you can do both better than your competitors, you will improve with it the time your rankings in search results. And that is crucial because:
The better your page positions on average, the higher the traffic probability and ultimately the higher the chance of winning customers.
Search engine optimization is next to search engine advertising your most important weapon for success on the World Wide Web. Seize it – with a strong online marketing agency by your side!
What distinguishes a professional SEO service provider like SPOTLIGHTSEO? There are several criteria that every good SEO agency should adopt in 2021 in order to achieve the best possible results for their clients!
We see this as a must-have for every SEO company in 2021:
An optimization strategy that is perfectly tailored to your needs and goals is essential for your online success. In order to develop these, your SEO partner not only needs to know your company, but also your target audience and competitors.
A detailed introductory meeting should therefore be the basis of every catalog of measures. If you have the impression that the peculiarities that characterize your company are not being properly perceived or are being considered irrelevant, you should look around for another agency.
The success of search engine optimization can be measured. Serious providers will always guarantee you full insight into the course of your optimization values.
A personal customer account is the best solution so that you can monitor your traffic rate and SERP positions at all times. True to the motto “Trust is good, control is better”. You should refrain from SEO companies who only provide you with optimization processes and figures orally.
“We’ll get you to number 1 on Google in no time!”
Search engine optimization is an intensely competitive area of marketing that, in addition to a sophisticated strategy, needs one thing above all: time.
The basis of cooperation should be based on realistic goals that are based on your needs. So stay skeptical and don’t let “the blue of the sky” promise you.
Every SEO agency should aim to provide its customers with detailed information about individual optimization processes and to answer any queries in detail.
Do you get the feeling that your questions are not being taken seriously or that something is being hidden from you? Then you should decline cooperation!
Official certificates and awards are an important indicator of the standards and performance of each agency. However, experience reports and references are even more valuable.
So check with which companies the respective provider already has successful projects. And also research customer opinions.
As an SEO service provider, we offer you even more advantages:
The higher your rankings, the higher the probability that interested search engine users will find your offer on the web.
On the basis of certain keywords and the latest SEO standards, we optimize your website so that its ranking situation in the most relevant search engines can improve.
By optimizing for user-relevant keywords that match the search queries of your potential customers, wastage is effectively reduced.
In other words: At your side, we ensure that your content is actually displayed to users who are genuinely interested in your products or services.
Highly visible websites are clicked more often and benefit from more traffic from the organic search results. With SEO, you are literally always one visitor click ahead of your competition!
We support you with a comprehensive and contemporary optimization to be able to record this success for yourself!
As an experienced internet agency, we help you with targeted SEO measures to make more interested users aware of your content. We are thus laying an important foundation for your online success.
Because: The more website visitors you generate, the higher the chance that prospects will ultimately become real customers.
As a full-service SEO agency, we not only help your online business to be more successful on a technical level.
Holistic search engine optimization also includes the creation of exemplary content that expresses your expertise in the best possible way. This will score points with users and search engines alike!
Our SEO services include obtaining reliable links that refer to your website.
With the link building (link building) by our agency you have the possibility to demonstrate your professional competence beyond your own website and to present yourself to customers as a competent contact person.
Our aim is not only to support you in advancing your business on the web. We won’t leave you alone with your questions! As a demanding SEO agency, we rely on complete transparency in all of our work.
You can use your personal customer menu to view and track the current position of your search terms. In addition, with a quick look at your customer account, you will know in which phase of optimization we are currently working hard for you.
IN LOVE WITH RANKING
Your SPOTLIGHTSEO- for you at the cutting edge
We have explained for you above what basics a good SEO agency should bring. But search engines like Google are becoming more and more intelligent, so that “proven” SEO measures must also be regularly put to the test.
With what was common in the industry ten years ago, search engines are no longer necessarily convincing.
The year 2020 also saw new changes in the area of Search Engine Optimization
You can see in the following section which of these changes are among the most important.
Overview: SEO 2021- 5 trending topics
SEARCH BY VOICE ENTRY
Whether Siri, Cortana, Alexa or Google Voice Search: As early as 2014, a Google study gave
This results in a number of new possibilities that can be optimally used with contemporary SEO.
For a long time, typical search entries often looked like this:
Frankfurt Zoo opening times
Online Marketing Eschborn
Key service 24h emergency service
Voice Search brings the naturalness of language to the fore. This often changes the formulation of the search considerably:
OK Google, when does the Frankfurt Zoo open?
Alexa, what is the best online marketing service provider in Eschborn?
Hey Siri, I need a locksmith right now!
You should therefore use long-tail keywords in particular, which give the search engine differentiated interpretation options. You can also optimize specifically for frequently asked questions from users.
The Internet offers an abundance of so-called W-question tools (such as this ) that show you the most frequently asked questions on certain search terms.
A welcome side effect: those who optimize content for voice search also increase the chance of getting into a featured snippet box on Google.
OPTIMIZATION FOR MOBILE END DEVICES
The number of users of the mobile Internet is increasing rapidly. So it is not surprising that mobile optimization is at the top of the list of Google’s ranking factors.
In 2018, the search engine giant added one more thing to this with the so-called “Mobile-First-Index”: Once the index has been completely rolled out , all web content is assessed without exception according to the extent to which it is optimized for mobile devices.
So it’s high time to get your own website ready for mobile devices. And that means: to make it responsive, super-fast and absolutely clear. “Smooth” usability is just as essential!
Agencies that have their finger on the pulse of the times have long known that there are also alternative options. One of Google’s magic words is Accelerated Mobile Pages (AMP for short).
The HTML derivative specially developed for mobile devices enables mobile web browsers to call up websites listed in search results even faster thanks to special AMP HTML, strict design restrictions and intelligent caching and rendering architecture.
DIRECT ANSWERS TO POSITION ZERO
Featured snippets (also: “Direct Answers”) are a summary of the content of the target URL highlighted in the SERPs, which is presented to the user as an answer to his search query.
Featured snippets are also often labeled as “Rank #Zero” in the SEO scene. Because the great thing about them: They are in position zero in the SERPs – the best position ever! There is no question that they are particularly prestigious for the provider of the underlying content.
In contrast to rich snippets , featured snippets cannot be pre-formatted in the source code. Whether the content of a website is displayed as a featured snippet is entirely up to the search engine. However, that does not mean that influence cannot be exerted here anyway.
The top priority of search engines like Google or Bing is to show users the most relevant content for their search queries. Take advantage of this and try to answer the most common questions that are related to your service or your products precisely.
Do not optimize just for keywords, but also for search phrases in the form of questions. That doesn’t have to be done with a thumbs-up: SEO tools such as ahrefs or SEMrush now contain functions and diagnoses that specifically help optimize featured snippets.
Direct Answers do not necessarily have to be read by the user themselves. The brand new Google Assistant specification “Speakable” is a meta tag that opens up completely new SEO paths. With the implementation of this tag, web content can be marked in order to inform a voice assistant: This content is suitable for being read aloud in response to a user question.
Just imagine: a user asks Google a question and the voice assistant plays your web content aloud as an answer!
At the moment (as of August 2018) Speakable is still in beta (test phase) and can only be used in English for news articles. In addition, this markup is no guarantee that it will actually be used by the Google crawler – as the search engine giant itself emphasizes.
And yet: The Speakable specification definitely has the potential to develop into an indispensable SEO must-have!
ORIENTATION ON THE USER’S SEARCH INTENTION
As I said, the endeavor of Google, Bing and Co. is to always present the user with the best information about his query. For this reason, search engines not only examine a query based on the set of keywords, but also interpret the semantic meaning and context.
In short: the search algorithm wants to recognize the user intention behind the search.
That is why contemporary SEO agencies are increasingly relying on content in 2018 that is based on user intention. The content that matches the intention can be a holistic text, many lines long, or a brief overview in bullet points, depending on the situation. It can consist mainly of images or just a video plus accompanying text.
In short, the key to successfully performing content is to know about the intention of your own target group.
FOCUS ON REGIONAL RANKINGS
A comprehensive optimization also includes the representation of your own company in the local search.
The local search results appear on Google, for example, below the Google Ads ads in a highlighted “Local Box”. Only the first three results are displayed in full; the others can only be viewed by clicking on the extension icon.
The same applies here: content is king. Provide users with consistent and complete information (keyword “NAP”: name, address, phone number) about your business on your website and in Google Maps. And if you also build up local backlinks, you increase the likelihood of reaching Google’s coveted regional top 3 – also known as the “Google Local 3-Pack”.
For example, “local backlinks” are:
- Entries in high-quality regional business directories
- References that are based on local commitment (e.g. sponsoring, club work, trade fair presence)
- Consideration for regionally important sites, such as the websites of cities, schools or regional newspapers
- Links from regional cooperation partners
Search Engine Optimization – A Holistic Introduction
Like every year, the topic of SEO is still a book with seven seals for many companies. As a web agency, many interested people keep asking us:
“What does or what does SEO mean?”
We’ll reveal the secret so that you can find your way better in the sometimes mystical world of search engine optimization.
With our tips and tricks you will quickly find out: SEO has little to do with hocus-pocus or a moody search engine. A sophisticated strategy, a lot of hard work and patience are the cornerstones of any professional search engine optimization.
SEO optimization – the relevant basics
It starts with three letters: SEO is the abbreviation for Search Engine Optimization and includes all methods that are intended to help increase the visibility of a website in search engine results (SERPs for short).
SEO is roughly divided into two sub-areas: on-page and off-page optimization.
According to its current definition, the former includes all measures for the technical and content improvement of a webpage, while the latter aims to expand the position of a page in the SERPs through reputation. This is done by building relevant, high-quality backlinks.
The relevance of SEO
You may be wondering why search engine optimization is so important. Quite simply: Search engines are still the first point of contact for users when it comes to obtaining information on a wide range of topics and products.
A survey by the Online Research Working Group in June 2017 showed that the use of search engines is the most common way of using the Internet. Accordingly, a proud 92.9 percent of those surveyed stated that they use search engines frequently or at least occasionally.
Top 3 – or invisible on the net
Professional search engine optimization is essential so that as many interested parties as possible can find your offer in the vastness of the Internet . How so? Eye tracking studies on user behavior in the search results make it clear that interest in the articles displayed continues to decrease from top to bottom.
The following figure clearly shows that the first three search engine results in particular are the focus of attention. The user only devotes himself to the other contributions later – if at all. These are a few seconds that decide about a click and thus a conversion .
With a sophisticated strategy for website optimization, you ensure that your content moves more into the field of vision of your potential customers. The higher the individual pages are placed in the organic search results, the more users can access your content. This in turn increases the click rate and the traffic.
But which principles are it exactly that are responsible for one side ranking better than the other? To answer this question, it is helpful to understand how a search engine works.
With a look at the market position of the search engine Google, it becomes clear why search engine optimization is particularly useful for Google.
The global market shares of search engines
- Google (92.31%)
- Bing (2.27%)
- Yahoo! (2.51%)
Google the giant. What began in 1998 as a university research project in a garage has meanwhile secured first place on the search engine market in the long term.
With every request, Google uses a huge pool of stored data, its so-called index. This now includes more than a trillion entries, which are diligently compiled by so-called crawlers. And there are more and more!
With this amount of information there is of course thousands upon thousands of information on one request. In order to filter out the most suitable data and provide the user with the best possible result, Google evaluates and lists the individual entries based on their awareness, reliability, topicality and their added value.
More than 200 different ranking factors play a role!
In order to prevent manipulation of the ranking, the exact variables of the Google search algorithm are not known, but the Google ranking can still be improved with a few tricks – without violating the official Google Webmaster Guidelines .
In order to expand the online visibility of your own website, you have to convince Google that your website has exactly the content available for certain search terms that users are looking for.
How it works? With The Following SEO Measures – Just Read On!
Of course, you want users to actually find your website. So make sure that the content of your website is actually available. Because even a small, incorrectly placed line in the meta tags ensures that Google’s robot does not index the corresponding page, which ultimately causes the content to disappear in the deep web. We are talking about the noindex tag.
But if you don’t want to manually check every single source code of your versatile website, you have the simple option of using a site query to find out whether all your web pages can be found in the Google search engine results. To do this, simply enter the command “site: domain.tld” in the search box, where “tld” stands for your so-called top-level domain (for example.com).
Furthermore, you now have the option of viewing a detailed report on index coverage in the new Google Search Console (back then: Google Webmaster Tools) . All URLs are listed here that have errors or that have problems with inclusion in Google’s index.
As if that weren’t enough, the new Search Console now even includes a URL checking tool that outputs a wealth of data on every single URL. This includes the time of the last crawl, the permissibility of indexing and the crawling permission – information that can be gold for a webmaster!
Make sure you are safe
A secure connection creates trust – especially in times when data protection is discussed intensively. No wonder that the switch from HTTP to HTTPs is no longer an optional extra , but a requirement for good search engine optimization.
Websites that do not have a corresponding SSL certificate can be recognized by a missing green padlock in the browser line. On the other hand, when the visitor clicks on the info icon in the browser line, he receives the alarming message “The connection to this website is not secure”.
With the Google Chrome Browser Version 68, the security gap of affected websites is to become even more transparent for visitors. The warning “Not sure” is then placed in front of the actual URL in the browser line.
It is understandable that potential customers may shy away from such reports and switch to the competition. The increased bounce rate that a lack of SSL encryption can generate will, in the worst case, also have a negative effect on the rankings of the site.
So show your visitors that you care about their safety while surfing.
Find the appropriate search terms
Google indexes websites mainly based on their readable content. By integrating topic-relevant search terms, or “keywords”, Google recognizes that the corresponding page is relevant for this very content.
The search and evaluation of search engine relevant keywords is subject to certain criteria that contribute significantly to the ranking success of web pages:
- Search volume
- Conversion rates
- Notation (plural or singular)
- Synonyms (semantically similar terms)
The keyword research and analysis requires a high degree of technical know-how in dealing with various analysis programs. For this reason, SEO specialists are usually used for this task.
In the meantime, if you want to hunt keywords yourself, even if it is out of curiosity, you should take a look at Google Trends . This free tool gives you an initial overview of topics and search terms that are currently often searched for on Google.
Alternatively, there are many third-party keyword tools available, but they are usually paid for. You can at least get a clear impression of their performance with the KWFinder from Mangools, which provides a useful selection of information on search terms – to a certain extent even free of charge.
Caution: Avoid keyword “stuffing”
Once the right keywords are found, it is important to be moderate. Unfortunately, the misconception of bygone SEO days is still circulating that web texts must contain as many keywords as possible in order for the page to rank well.
You can’t just leave it like that nowadays. So-called keyword stuffing annoys not only human readers, but also Google. Need a taste? Gladly – here is an example from the Google Quality Guidelines for the use of these so-called superfluous keywords, in which the term “individual humidors” was meant a little too well:
Under certain circumstances, a page with such content could be rated negatively. Google is less and less happy when a page appears over-optimized (one could also say: unnatural) – with keyword stuffing only being one aspect of such over-optimization.
Depending on the severity of violations of Google’s webmaster guidelines , individual rankings may be lowered, website-wide penalties or even permanent site removal from the search index.
So don’t overdo it with keyword density. Here you can see where your search terms should nevertheless be placed:
- in the page title
- in headings
- in the page content
- in file or directory names
- in link texts
- in the meta information
- in ALT attributes of images
Convince with useful, unique content
For Google today more than ever:
Excellent content deserves the best spots in the SERPs.
Among other things, the Panda update , which was rolled out for the first time in February 2011, ensures that pages with inferior content achieve worse ranking results than those that offer the user real added value . The Panda update has now become an integral part of Google’s core algorithm – so rely on high-quality content!
But what is “high quality content”?
Try to put yourself in the shoes of your users. Does your visitor get the information they want in response to their search query? The more precisely and / or originally you respond to the needs of users with your content, the more likely Google will reward your efforts with a good ranking.
Profitable Content is characterized by the following features:
- unique content
- answers user questions holistically
- Target group-oriented writing style
- not only contains keywords, but also explains them if necessary
- Users are addressed directly
- meaningfully structured by headings and paragraphs
- loosened up by thematically appropriate graphics and images
- grammatically and orthographically correct
- There are other helpful suggestions here from Google itself
You should also refrain from presenting your company in the best possible light for better or for worse. Better focus on what your customers are looking for. Show them what supporting role you can take.
Last but not least: so that your texts not only shine on the desktop, but also look good on mobile devices, you should use responsive design for your website. With this application, the display of your website automatically adapts to the respective device.
If you take these tips to heart, you increase the chances that your visitors will stay on your website for as long as possible. This not only improves the relevance for Google, but also the likelihood that visitors will ultimately become customers.
Page Speed Optimization (PSO) – because long loading times are real conversion killers
Nowadays it has long been no secret that the quick accessibility of websites is crucial for users.
Nobody likes to wait for something – and with a wink we can say: The number of patient surfers on the World Wide Web has decreased over the past ten years at least as rapidly as the number of smartphone users has increased rapidly.
One likes to speak of an upper limit of loading times of 3 seconds. And even if this “3-second rule” is only half the story , Google, fueled by the ongoing mobile boom, is becoming increasingly ungracious towards slow websites.
So better not be one of the snails of the internet!
With the free tool Google PageSpeed Insights you can check the speed of individual web pages or the average performance of your entire site (using the “origin:” operator). In addition to specifying the loading speed, this tool also gives you specific optimization suggestions that you can use to improve the loading speed of your page – for both the desktop and mobile version.
Use search engine and user friendly URLs
You are probably familiar with these URLs, which, because of all the cryptic characters, do not even suggest what they have in store for visitors. Here’s an example:
So-called speaking URLs make it easier for users and search engines to quickly understand what content is waiting for them. For this it is necessary that the keywords that reflect the subject field of the corresponding domain are part of the URL.
In this way, not only the user but also the search engine can read out the corresponding URL better. Also make sure that your URLs are structured so that they are easy to read and not too nested.
The optimization of our example URL could therefore look like this:
Much better, isn’t it?
The metadata of a URL consist of a title and a description, among other things. The metadata are used to send information or commands about a website to the browser or Google bot.
The title gives the search engine and the user information about the main topic of the target page, while the description briefly outlines the content. With this data, search engine crawlers can assign websites to thematically appropriate.
Titles and descriptions are usually displayed to the user as a text excerpt (snippet) in the SERPs. They are therefore your website’s figurehead in search engine results. For this reason, the content should be as concise and appealing as possible – so irresistible that the user cannot help but click on it.
Practical tips for your basic metadata:
- Every URL should have a description and a title.
- The titles and descriptions of the pages should not be repeated.
- Title and Description should not exceed a certain number of characters or pixel width.
- Both title and description should contain the keyword with which you want to rank this page.
By the way: With the help of a SERP snippet generator, you can see how the search hits for your website are displayed in the search engine results. Try it out with a free SERP snippet tool!
Further examples of meta information:
- Viewport command for adaptation to the display dimensions
- Robots command to control indexing and to set links to nofollow
- Authorship specification, which informs the bot about the author of the content
- various geographic information, which contains data on the region and coordinates
All in all, there are many different ways of specifying or expanding the content with meta tags. However, it is also important here: Do not incorporate as much as possible, but decide on a case-by-case basis which information is actually useful.
(By the way: Have you ever wondered how some page managers manage to get rating stars in search results?
Such extensions are also based on metadata, more precisely on extended structured data or “rich snippets“ . The secret of enriched snippets in general – and the stars in particular – is clearly revealed here , for example . Reading recommendation for advanced users!)
Don’t succumb to the dark side of SEO!
As already mentioned, over-optimized pages are rated negatively by Google. There were times when Google let itself be tricked with various factors, so that a webpage could be relatively easily “pushed” into the top rankings with the help of schematic tactics.
But thanks to the algorithm updates “Panda” and “Pinguin” , the Google ranking can no longer be manipulated sustainably using dodgy methods such as keyword stuffing. Rather, the deliberate violation of Google’s search engine guidelines can lead to being excluded from the Google index.
And believe us: Google recognizes and evaluates all data that could be associated with web spam – this applies to page content as well as backlinks!
You should therefore avoid agencies that use so-called Black Hat SEO methods to manipulate the ranking. You only risk that Google will penalize your website and, in the worst case, your users will no longer be able to find it at all.
Exercise patience; the SEO impact latency
You have taken all of our tips to heart and are now wondering how long it will take for these SEO measures to improve your Google results? Perhaps you’re impatiently clicking the update icon in the search engine results over and over again?
Let that be. When exactly an SEO brings the first results cannot be determined across the board.
The time it takes for the first ranking improvements to occur is influenced by many different factors, for example how heavily the keywords you use are advertised. Even if you as a website operator have only just gained a foothold on the World Wide Web, Google must first get to know your content and evaluate it as “trustworthy”.
You now have a first overview of some SEO measures with which you can improve the rankings in the Google search results in general.
There is also a special SEO solution for business models that want to focus on a specific region: local search engine optimization.
This fulfills the task of showing the user the most detailed information possible about service providers in their immediate vicinity. Local SEO is therefore basically of interest to any company size that primarily wants to reach regional customers.
Are you also interested in improving your Google ranking in local search? The first step in getting your website to appear on Google Maps is to sign up for Google My Business for free .
The search engine Google has undergone a major change in recent years. Thanks to intelligent algorithms, the age of Google trickery is finally over.
Keyword analyzes and backlinks are still relevant from a technical point of view, but the focus is now on usability and user experience , i.e. the added value that really excellent content offers.
Holistic SEO therefore always means the well thought-out interaction of interdisciplinary processes. SEO is also a dynamic specialty of online marketing.
What is current today can contradict the Google algorithm tomorrow. You have to stay on the ball all the time so as not to lose track of things. SEO is a full-time job.
We would be happy to support you in your plan to offer your visitors unprecedented, creative content that is currently in demand.
You can find even more interesting facts from the world of online marketing on our blog.
We would be happy to get to know you personally!
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