How do the Google algorithms find the best answers to search queries? Of course, the technical procedures are kept secret, but the basis of the evaluation is clear: the website must contain the search term that has just been entered and provide as much information as possible about the term being searched for.
So, it is not possible that a webpage is automatically ranked “further up” on Google. Of course, one can place Google Ads that look like a search hit and are displayed above the organic search result - but if you want to achieve a better search result in the long term, the only possibility is to optimize the content of your website specifically for selected keywords. This way your own website can get a better ranking for the respective search terms and will be sorted further up.
Professional Search Engine Optimization starts with an analysis of which keywords the target customers are entering in their google search.
General search terms like "plant" or "garden" are much more difficult than very specific ones (like "accordion case") due to the competition in the ranking. Furthermore, each sub-page of the website must be viewed separately. In addition, an accurate competitive analysis is very important. There might be a niche within an industry or product portfolio that can easily be filled.
The analysis and selection of the search terms (so-called "keyword targeting") has first priority because it also decides on the possible success of the SEO efforts. The basis is therefore a comprehensive marketing concept that includes the area of online activities. Regardless of the presence on the Internet, every company should know its strengths well and make them clear in its communication.
When you have finally selected the key words, texts have to be inserted, completed or revised on the individual pages of the website. "Content is king" is the motto and what is meant by that is the text. Images are very important for the effectiveness of the website in order to generate emotions - however, search algorithms cannot be convinced by them because text can be analysed much more easily whether it contains the information sought. Therefore, the selected search terms must be mentioned specifically and as often as possible.
In addition to relevance (how often the search terms occur), it is also about uniqueness. If you copy it, this is recognized as "duplicate content" and can be punished. Our blog post about “duplicate content” can be found here: read more. In the end it counts who was first in the search index with the content.
Duplicate content can also occur within your own page if you have the same text on several subpages. Different languages are an exception. However, these must be marked accordingly. In our horticultural sector in particular, there are a lot of websites where the offer is presented in multiple languages.
There are tools available for analysis and comparison with the competition that we are happy to use for you.
The first priority is working on the terms and content. We have the possibility to measure the relevance for the chosen search terms already during the text creation.
Perhaps you have noticed texts below the products in online shops that sound very technical or are hardly reader-friendly. If you just pack the search terms in simple sentences and repeat them in different sentence order, it seems like “artificially generated” - from the point of view of SEO optimization, the procedure makes sense, because the product images that are important for sales only play a subordinate role in the ranking.
The principle “content is king” still applies: more text is better than less text, if, for example, the product name is the same. If you enter the term hydrangea, the search result will appear after the paid advertising hits in a sort order in which, in Google's view, the most valuable offer comes first. In the example of the hydrangea, such a page will not only contain a beautiful picture, but also a lot of text with as much information as possible about sources of supply, ideal location, maintenance measures and much more.
We look forward discussing the topic of SEO with you and helping you achieving a better ranking.