Google’s algorithm doesn’t stand still. New changes some 500 to 600 times per year pose new challenges for developers and users alike on an ongoing basis. In general, it is fair to assume that about 60% of website visitors come from search engines like Google. This rate is even slightly higher for the engelvoelkers.com website. Efficient and long-term search engine optimisation is therefore a top priority in order to collect a permanently high number of visitors from the search engines, and to direct them to the various landing pages on the shops.
Definition of SEO
First, we need to be clear what exactly we mean by SEO:
Search engine optimisation is the process of optimising your own website in such a way that search engines can read them well, assess them correctly and categorise them. As a result, your website will be ranked higher and thus more search engine users will reach your website. So-called “web crawlers” trawl the web and, according to Google, are currently searching around 60 trillion pages – and rising. These pages are then categorised by the search engines based on their content, among other factors, and rated. Thereafter, the results are ranked based on currently about 200 different factors.
On-page & off-page
In principle, SEO activities can be divided into two different areas: on-page and off-page. The on-page section refers to all activities related to improving the search engine result which are carried out on your own website. These include factors such as the website speed, the title of the web pages and the URL structure. Off-page, on the other hand, refers to all activities that take place on other/third-party websites in order to boost your own page’s relevance. This includes topics such as search engine friendly links from other websites.
Basic SEO steps
The basic aspects in terms of content cover the optimisation of the page titles, headings, editorial copy and SEO copy on the individual landing pages. If these basics are covered well, the pages stand a good chance of achieving high positions in the search engine rankings.
Examples of relevant content
Google decided that a page should provide relevant content in order to be and remain of interest to users. This makes quality content in any form a must. Engel & Völkers has therefore responded promptly and is making professionally created content available to the licence partners on a regular basis. Going forward, copy alone will no longer suffice. Google is evaluating interactive elements such as images, videos and interactive add-ons as relevant factors for achieving good positions. This keeps users on the page for longer – an important signal for Google that the page is relevant.
Professional search engine optimisation involves various factors and goes far beyond the basic steps. The new digital packages give our licence partners the best tools and the best prerequisites to be found by a broad base of users. Good multimedia content is still a trump card and a key component of all standard SEO activities.