Search engine ranking

Search engine placement (ranking) brings traffic. You will improve with faster, mobile technology, clean structure, unique content tailored to search intent, appropriate keywords/meta-data, and high-quality backlinks (no stuffing, no link farms).

The search engine placement—also known by the English term ranking—plays a major role in the success of a website: Only with a good search engine placement among the top five search results will the website truly receive a lot of traffic—this was shown in several studies by Google, which reviewed which search results were clicked on and which were not.

This is how optimal search engine placement is achieved

When "search engines" are mentioned, it naturally refers to Google, the all-dominating search engine on the internet. Companies, from large corporations to small online retailers, are investing a lot of time and money today in a good search engine placement to attract traffic to their sites. This is achieved with the help of search engine optimization (SEO): Those who follow all the rules of Google are rewarded with correspondingly high rankings in the search results.

Important factors include good texts, optimal keyword density, and many good "inbound links," i.e., links on other sites that lead to one's own site.

Tips to improve the ranking

While Google keeps the specific algorithms for ranking websites in search results strictly secret, most website owners find it helpful to consider the three points above: Links have a great influence on search engine placement, because Google thinks “if many people link to this page, it must be a good page worth ranking high.” However, because many webmasters and SEO experts use tricks to get as many inbound links as possible, Google has continued to refine the assessment of links in recent years: Links on so-called “link farms” and in “link directories” are far less valuable than links that appear organically on other related websites. An unnaturally fast link-building, which suggests SEO activities, is also penalized by Google.

The correct use of keywords is also important to achieve a good search engine ranking: The keyword should appear several times for Google to recognize it as such, but "keyword stuffing"—the keyword appears extremely frequently—will be penalized.

And finally, the content itself also plays a big role: Anyone who simply copies texts from other sites will likewise be penalized with a poor ranking. On the other hand, those who take the trouble to write new texts themselves (so-called unique content), in which the keywords naturally appear and provide real value to the reader, will be rewarded by Google. Good informative texts are then gladly linked to on other websites, leading to the backlinks that every webmaster longs for.