Good search engine optimisation has many facets
To properly understand SEO, the basic steps that a digital advertising agency performs should be understood. If the construction of a new website or the relaunch of an existing web presence is desired, the SEO process begins with a comprehensive analysis of the target group, customer wishes and more. On this basis, the concept of a website is created that is convincing in terms of technology and design.
The basic construction from web development to the development or modernisation of a web design has to be done once. Once this work is done, the website is up and running and is considered a professional website by human visitors and Google. After this, constant maintenance of the website and its content is necessary. This can include the renewal or addition of texts, the integration of images and videos as well as many other measures.
In all these steps, SEO plays a role in increasing the prospects of top rankings on Google and other search engines. An important difference lies in how often these measures are to be carried out by oneself or by the digital advertising agency.
Technical SEO – the essential foundation
Technical search engine optimisation is the basis for success in putting successful websites on the web. As a rule, it can only be carried out by an experienced web developer or an expert SEO agency. Technical SEO measures are tasks and processes that are based on a technical or technological approach. Here are some examples:
- Server and Hosting
The selection of a reputable hosting partner with individually suitable server structures forms the basis of technical SEO. The uptime of the servers should be as close to 100% as possible. Server-side caches should accelerate the availability of page content, and the loading time (“pagespeed”) is also influenced by powerful servers.
- Software
Most websites and online shops are based on a content management system (CMS). This special software should meet the dimensions of the website, not unnecessarily lengthen the loading times and create a basis for the content-related SEO of individual websites. Regular updates should ensure that the website is technically up-to-date.
- Source text
The basics of the source code for the structure of all web pages are created by the CMS. For the individual adaptation of content and design, independent intervention in the source text is common in web development. Here, clean and error-free text with as little redundancy as possible should be used. Google and other search engines pay attention to flawless programming and quickly penalise unprofessional actions.
How important is technical SEO?
Anyone who diligently takes care of monthly search engine optimisation will suffer little from moderate, technical SEO. Technical measures are essential if the competition in one’s own industry is great. Here, small things decide whether a placement in top positions on Google takes place.
An essential part of technical SEO is done in the development phase of the website. In the long term, the operator of a website has to ensure that the CMS used is up to date, that regular updates take place and that the quality of the server and hosting does not suffer. This does not mean that technical SEO can be neglected in the long term. In contrast to monthly SEO, however, it takes a back seat after the introductory phase.
Monthly SEO – the ongoing duty
For good performance and top rankings on Google or Bing, no website operator should rely on technical SEO alone. Constant maintenance of the website with all its content is crucial to achieve and permanently maintain good positions.
Two reasons speak for the regular continuation of the optimisation within the framework of a monthly SEO.
- On the one hand, search engines like Google are constantly adapting their algorithm. What is sufficient today for a top position in a search query can lose relevance in the course of weeks and months.
- On the other hand, the competition does not take it lying down that top positions are achieved by competitors. These constantly adapt their own search engine optimisation strategy, which leads to shifts in the rankings. This can be prevented by monthly SEO. If statistical evaluations show that the competition is active, this should be responded to promptly.
What are typical measures of monthly SEO?
- Content planning and creation
Modern online marketing involves continuously providing old and new customers with exciting content. Checking the content of a website for relevance is part of this, as is the integration of new, exciting content. This can be done via a company blog, social media articles and other communication channels.
- Setting up the link structure
The external linking of one’s own website should be constantly promoted. Google is paying increasing attention to the quality of the websites whose outgoing links refer to your own website. A thematic relevance should be recognisable, and the linking page itself should have a certain quality.
- Design and Usability
Adjustments in design show that there is a desire for constant renewal. This does not always have to lead to radical changes such as the switch to responsive Web Design, which is more closely related to technical SEO. Even small renewals of graphic elements or the integration of new images in high quality helps. The same applies to reviewing the menu navigation and other elements that contribute to the user-friendliness of the page.
With an SEO agency to the perfect mix
Technical and monthly SEO should not be seen separately. They complement each other meaningfully, with one area initiating and the other ongoing. The maintenance of a website in the context of monthly search engine optimisation takes time and effort. These are gladly handed over to an experienced SEO agency.
As a digital advertising agency, ONELINE is familiar with the requirements of both SEO areas. We accompany our partners on a long-term basis and ensure a frequent look at the technical aspects of the website in addition to the monthly SEO. In this way, problems with servers, hosting or software can be detected, which otherwise stand in the way of website success without being noticed.
