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How does SEO work? The 4 Pillars of SEO

How does SEO work

What benefits can SEO bring to my business? How does SEO work? SEO is more than just a generation of backlinks! Rather, modern search engine optimization deals with several disciplines that are more or less strongly independent and influence each other.

“SEO doesn’t have to be too complex. But there are four key areas of SEO to consider, and there is a methodical and structured process that can be followed. ”

The 4 pillars of seo For me the 4 most important pillars for SEO: Onpage-SEO, Offpage-SEO, Content Marketing and UX.

What is SEO anyway? How does SEO work?

SEO stands for Search Engine Optimization. This definition includes all the measures that help a website to be better found by a search engine like Google. So I “optimize” a website for a search engine. Therefore, “SEO optimization”, which is frequently used, is actually an unattractive duplication: “search engine optimization”.

How does Google search work?

To understand how SEO works, it is useful to first understand how Google works: Googlebot, a program of Google engineers, “eats” through Internet pages and follows all the links it finds and can follow (technical term: Googlebot websites “tracks”).

Add these pages to Google’s “index” and thus form a huge database of stored URLs. Now enter a search query in Google and press Enter. Google calculates the list of live search results and tries to achieve your search intent as precisely as possible. Google shows you a selection of the best results (in your opinion) for your search and search intent.

With “mixed” intentions, a mix of different types of pages often appears in search results. For example, if my Google search query isn’t clear whether I want to buy something or search for information, the results of the stores (transaction-oriented pages) and explanatory content (information-oriented) often appear.

SERP example for transactions and information Searching for “aphid remedies” shows information-oriented results (“Home Remedies Guide”) as well as transactional pages (Obi).

How does Google calculate the relevance of the pages?

To decide which web pages correspond to a term in position 1, 5 or 80, Google uses a very complex algorithm that contains more than 200 factors. Unfortunately, what they are in detail and how they are weighted remains a mystery in detail. However, the most important factors are known under SEOs (or at least we all assume we know them…!) And can be divided into two areas, which are also known as the “classic” SEO disciplines: Onpage and Offpage.

What is SEO for?

Ultimately, you probably want to achieve what we all want with SEO: To be found better on Google, to get more (or better?) Visitors to your website, and to generate more sales or leads. In his blog post on SEO KPIs

Off-page factors

In “Off-page SEO“. Broadly speaking, it’s always about links from other pages to your own website – so-called backlinks. Google includes the number and quality of the reference pages in the calculation of the results.

Link building

The valuable backlinks have a positive influence on the ranking. Consequently, there was – and still is – a large market for so-called link building. This means creating backlinks to your own website. You can be more or less creative and buy or exchange links or earn money with good content. It’s not just about quantity, but also quality.

If this leaves something to be desired, links can also have a negative effect on ranking. For this reason, we strongly advocate natural backlinks through content marketing, which is primarily operated for the sake of the content itself. Therefore, links are often a welcome side effect.

Link Audits and Dismantling of Links

If you suspect that “bad” backlinks point to your site, then it’s time for the second off-page area of ​​search engine optimization: link audits, link deletion, and link evaluation. With the help of tools (eg Sistrix, MOZ, Ahrefs, LinkResearchTools) as many links to your website as possible are determined and subsequently evaluated. If a link is identified as possibly “toxic”, you can ask the webmaster of the link’s website to remove it (which is often unsuccessful) or invalidate the link using Google’s Disavow tool. How to proceed with an audit.

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