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Technology, links & content – SEO comprises many sub-areas

The functionality of the crawler can already be used to determine which components of a website are relevant for the crawler:

  1. Technology: Is the website easily accessible for the crawler or is it prevented by technical settings or problems from reading it? If the crawler cannot crawl a page, it will not index it and it will not appear in search results.
  2. Content: The content of a page determines the search requests for which the page is displayed. If the crawler can capture the relevant keywords of a page quickly and easily, this increases the probability of being taken into account in the respective search queries.
  3. Backlinks: Backlinks are links from other websites. For Google, links from other pages are an important factor in evaluating the website, as good content tends to be linked frequently.

In search engine optimization, the interaction between these three areas is important. Although individual measures can already achieve success, a holistic SEO strategy always takes all three areas into account in order to achieve the best possible result. The following graphic shows these sub-areas in more detail and differentiates between on-page and off-page SEO:

While OnPage SEO refers to all measures that are carried out on your own site, OffPage measures refer to factors that lie outside your own website and are accordingly more difficult to influence. An example here are backlinks – i.e. when another website links to your own page.

What is technical SEO?

Technical SEO is the basis for all further SEO measures. If the basis is not right, optimizations in the content area or in the link structure cannot work. Technical SEO includes a variety of measures, such as:

  • Control of crawling: The robots.txt file is used to give the search engine crawler instructions – for example, which directories it is allowed to view and which not (eg a login area or shopping carts).
  • Control of the indexing: With the robots-meta-tags individual pages can be excluded from the indexing, for this the command noindex is used. Important pages may therefore only be identified by index tag and not by noindex.
  • Sitemaps: The complete URL structure of the page or individual important URLs can be listed in the sitemap. It serves as a kind of guide for the crawler about the domain. This ensures that all important URLs can be found by the crawler.
  • Website structure: Are all important pages accessible with just a few clicks or is relevant content hidden deep in the website structure? A clear structure makes it easier for the crawler to capture all content.
  • SSL certificate: Is the data transmitted securely via https and is https correctly implemented? Do http and https pages exist in parallel? This can lead to inconsistencies and cause the crawler to downgrade the pages in the ranking.
  • Redirects: If a content changes the URL, the old URL can be redirected to the new one. This ensures that the crawler can establish the connection between the old and new URL and that no rankings are lost. This is a common SEO practice, but it can also lead to errors.
  • Mobile optimization: The mobile presentation of a website is particularly important for Google. For some time now, Google has been pursuing a “mobile-first” strategy and evaluating pages based on their mobile version, i.e. how they are displayed on the smartphone.
  • PageSpeed: Particularly long page loading times are rated negatively by Google and should therefore be avoided. A website that loads quickly not only gets a positive rating from Google, it also makes users happier.

This brief outline of technical SEO can of course not fully represent the variety of measures, but is only intended to provide an overview. Technical SEO requires a distinctive know-how and the larger the website, the more the work resembles a detective search for technical problems and errors that could affect the performance of the site.

What is content optimization?

Users visit a website mainly to find specific content. Content has therefore always been of great importance for search engines. A few years ago, content optimization was mainly about filling the website text with keywords as often as possible in order to increase the relevance for the search engine. This practice led to content that was very bumpy and unnatural to read for the user, because the texts were written for search engines and not for people. Therefore, in its efforts to provide really relevant search results, Google has now come closer to the needs of users. Therefore, the following applies today: first the reader, then the algorithm! Content should be written for the user. Are they relevant to the seo companies in delhi,What is the content actually? Content includes all content that can be found on a page, apart from navigation, footers and advertisements. So the content is more than just plain text on the page. The content includes:

  • Url
  • Meta Title & Description
  • Headings & sub-headings
  • photos
  • Internal links
  • Texts
  • If you would like to delve deeper into the subject of “content optimization”, I recommend our blog article ” content optimization for search engines”. How to write the perfect meta data is explained in our blog post ” Snippet Optimization: Formulating Google Snippets Correctly “. Image Optimization Have you ever wondered how Google’s image search works? Of course, Google can now also recognize text on images and interpret content. The best way to rank with an image is, however, the sensible labeling of your own images using the alt tag. We have summarized the exact procedure for image optimization in our article on image SEO .

·         What is link optimization?

  • Link optimization can be divided into two areas: OnPage and OffPage. As already described, the crawler uses links to move across a website and through the network.

·         Internal links

  • The crawler should be able to reach every important subpage of the domain via the internal link structure. If a URL is frequently linked internally, this signals to the crawler that it is particularly relevant. A well-developed and well thought-out internal link structure can thus specifically strengthen individual website areas or URLs. The link texts (also called anchor texts), i.e. the text parts that are linked, should always match the linked page. This content should ideally be found behind a link text such as “Set up Google Tag Manager”.
  • The crawler only ever evaluates the first link in the content. Links that are placed higher up in the text are rated more important than links at the end of the text. A subpage does not have to be linked as often as possible on the same page, but on different URLs. Links from the running text are rated higher than links from the navigation or the footer. Important URLs should always be linked with the appropriate link text, as high as possible in the text. Link texts such as “Get information here” or “More …” should be avoided.

·         External links

  • External links (backlinks), on the other hand, are located on other domains and refer to the content of our website. The optimization of the backlink profile is therefore part of the OffPage optimization.
  • In the early days of Google, the search engine mainly used backlinks as a sign of how relevant a page is. The assumption that a page that is frequently linked on the Internet must be particularly important is initially logical. However, this led to a real backlink trade and website operators buying backlinks on a large scale in order to increase the relevance of their own site. Google recognized this problem and adapted its algorithm accordingly. Although Google continues to include backlinks in the evaluation of a website, it also evaluates the quality of the backlinks and penalizes suspected manipulation. The affected websites then often disappear completely from the index until the problem has been resolved. Show external links to internal 404 error pages,


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