Important factors that determine the placement of a website in the search engines, there are several hundred, and it is hardly possible in a short review to enumerate all factors. Overall, search engine optimisation is a complex topic.
However, in this article, I try to give an overview of the most critical factors.
The following sequence of factors is just an enumeration and is not a ranking. First of all, I will mention a few selected factors of on-page optimisation (i.e. actions that can be done on the page itself to improve the ranking). Off-page optimisation includes measures that affect the website from the outside.
The on-page optimisation
The domain name and URLs
If possible, the domain name should contain the most important keyword.
The individual pages of the web page, i.e. the other URLs should, if possible, contain no special characters and tend to be self-explanatory, e.g. www.landauer-fahnenfabrik.de/werbefahnen leads to the article “Advertising flags”.
Speed/loading time of a website
The loading time of a site plays an essential role in the Google ranking. The more load-intensive elements on a website, the worse the ranking. The speed of loading depends not only on the load-intensive factors on your page but also on the speed of the server on which you have placed your website. In this sense, the choice of the right provider is also crucial for SEO success.
The content and its structure of a website are very relevant to the ranking. The relevant keyword should be included. A first-degree headline should be included and other second degree headlines also. The keyword should be bold and be included in a list, but it must not exceed a certain percentage of the total text. Otherwise, you run the risk again that the search engines suspect that the fact of the keyword spamming is given.
The title is one of the first elements that the search engines “see” from a website. Therefore, the title deserves a special position. Ideally, it starts with the important keyword and is no longer than 80 characters.
You should provide the search engines with a sitemap (sitemap.xml) of your website and inform the search engines about it (for example, with Google Webmaster Tools).
File names of images, linked pdf files, etc. should have a self-explanatory name. So not “image4711.jpg” but “wuffi-beim-pee.jpg” or something like that.
The off page optimisation
- External Links: Number and quality of links leading to your site from other websites.
- Link building: Where do the external links come from, will your site be featured in important catalogues like DMOZ, Alexa et al. mentioned?
- Alexa Traffic Rank
- Visitor behaviour, e.g. Visit duration, attendance u.a.
- Continuity and timeliness of the website
Google Webmaster Tools: Log in to Google Webmaster Tools. You can see if your website has been indexed by Google, what the most common searches are, and most importantly if there are any problems (for example technical issues) with your website! Simply log in to the webmaster tools. Google will provide you with a verification code that you will implement into your site, ultimately confirming the ownership. Within Webmaster Tools, let Google know the address of their sitemap.
Google Alert: Use this service to stay up to date on specific topics that are edited and published on the Internet.
Versionista: Information service about website changes, see https://versionista.com/
Even more information about search engine optimization
Googling the topic e.g. with “Ranking factors search engines” or “Search engine optimization” or “Tools search engine optimization”.
A visit to Youtube is certainly worth it: also on the subject of SEO, there are certainly interesting videos.
Please also have a look to the article “What is a good website?“