Search engine optimisation (SEO)

As Google is the world's best-known and most-used search engine, the word Google optimisation is also used as a synonym for search engine optimisation.

Why is my website not being found on Google?

Do you have an attractive website or a web shop with a top offer that you are 100% convinced of, but your website is still not being found on Google? Then it's high time for search engine optimisation (SEO). In this article, we have summarised what you can do yourself, how an SEO agency can help you professionally and why it will save you money in the long term.

What exactly does SEO optimisation involve?

SEO optimisation is about making people who don't yet know you aware of your website. SEO-optimised texts with suitable keywords, page titles and meta descriptions are an essential cornerstone for your offer to appear on the first Google page. This area is known as on-page SEO. This means that these adjustments are made directly on the website. We explain why this is so important in this SEO basics video:

In the video, our Managing Director Sebastian Prohaska also reveals another secret ingredient that will make you really visible on Google with search engine optimisation. In addition to your own top content and your search engine optimised website, Google also analyses how present your company is on the internet in general. This part is part of off-page SEO, i.e. it takes place outside of your website. Through valuable backlinks, i.e. links from other websites to your own site, Google recognises that you have a sought-after expertise in your field. The higher level of activity will give you a better ranking position.

Google has also developed a fairly complex algorithm that analyses search queries according to many criteria and matches them with the most relevant results. By the way, professionals refer to search results pages as SERPs. This abbreviation stands for "Search Engine Result Page". Whether your website is ranked at the top of the first Google results page depends, among other things, on the quality of your texts. Google pays particular attention to high-quality and well-structured content. This should not only be informative, but also contain relevant and strategically well-distributed keywords. If everything fits together in search engine optimisation, Google will rank your website on the first page of results. And that's perfect for your customers to find you directly.

Important SEO tip for beginners

SEO is a powerful tool with many levers. If you are still at the very beginning, we would like to emphasise one aspect in particular: Get to know your target group! What are your customers looking for? Which of their problems can you solve? What do they want to buy? In short, what words do your customers type into the Google search box?

If you know the search intent of your target group, you can carry out comprehensive keyword research and make your texts relevant accordingly. You will also know better how to formulate meta texts such as titles and descriptions so that they are really catchy. The title (HTML title tag) is linked directly to your website on the search results page and has a significant influence on whether someone actually clicks on the link. The meta description (HTML description tag) is the description directly below it. This short text also has an influence on whether someone feels addressed by the offer.

Image: A complete SERP snippet with title (title tag), meta description, star rating & site links

Search engine optimisation in the year 2024

In the past, search engine optimisation was mainly about packing as many keywords as possible into the text. Today, thanks to AI, Google is increasingly able to recognise whether your texts are written fluently and offer the target group added value. Content written with the help of artificial intelligence is sometimes even penalised. A Google penalty means that your website will fall further and further down the Google rankings or will not appear in the search results at all.

Read our guide article Google Ranking Factors 2024 + Optimisation Tips to find out more about the SEO methods that lead to success today.

Why are AI-generated texts not good for SEO?

On the one hand, content production has become easier thanks to AI, but there are more and more Google updates that want to put an end to AI-generated texts on the web. For you as an entrepreneur, it is therefore essential to know how you can make the most of ChatGPT & Co. and still ensure that your website is found easily. AI is ideal for gathering information and providing you with an overview. You can then use the information provided by ChatGPT to create a self-written text that reflects your own approach. If you need support with this step, we are here for you as an SEO agency specialising in search engine optimised texts.

Google prioritises quality and trustworthiness over quantity when it comes to website content. So it's not primarily about lots of text, but about the right text. Of course, the best content is always the content that your customers are looking for right now. Google algorithms are now getting better at recognising what a search query is aimed at, i.e. the "why" behind it. This means that content must not only contain keywords, but also fulfil the purpose of a search.

Search engine optimisation for advanced users

You can find our SEO best practices for websites, YouTube and Amazon as well as tips on search engine optimisation for images on our YouTube channel and in our blog. The starting guide to search engine optimisation from Google itself also provides you with insightful background information that can be helpful for both beginners and advanced users.

Your website is not at the top of Google?

Even though you:

• have already written your content in a search engine optimised way,
• paid attention to appropriate keywords and
• formulated the meta texts sensibly?

There may be several reasons for this. Firstly, it often takes several months before your site actually ranks properly. Secondly, search engine optimisation is not a one-off process. As soon as your site is SEO-optimised, you should take a closer look at the user behaviour of your target group using analysis tools. Based on these results, you can then make sensible changes step by step. However, technical errors and long loading times may also have an impact on the performance of your website. In this case, we recommend that you bring an SEO agency with programming expertise on board.

Tackle search engine optimisation together

Anyone who actively deals with the SEO optimisation of their own website is right in the middle of target group-oriented marketing. For small businesses and SMEs in particular, this process is a valuable component in driving their own business forward. The following applies: search engine optimisation requires constant attention. You will achieve the best results if you consciously plan your SEO activities into your weekly agenda.

We have created a free SEO community so that you are always up to date with the latest developments and can exchange ideas with other SEO enthusiasts. Here you can take your SEO skills to the next level and become part of an inspiring network at the same time. If you want to deepen your SEO knowledge even further and learn directly from professionals, our SEO Masterclass is open to you. Here you will receive exactly the tools you need to take SEO into your own hands.

How can you make SEO even better?

The user experience is also closely scrutinised by Google. Fast loading times, good mobile operation and a technically cleanly programmed website are the be-all and end-all for good rankings. Another important aspect that is still underestimated by many companies is local SEO. In our blog article on local SEO, you can find out ten great tips on how Google My Business, industry-relevant directories and positive reviews can catapult your website to the top of the results lists.

SEO support from a professional

A good SEO strategy is constantly adapted to the latest developments in search engines. This requires expertise and, above all, time. If you can't or don't want to free up this time, you can rely on professional SEO support and sustainable success at the same time. Because in the medium and long term, your offer will be more visible on Google, enquiries will increase and you will achieve better sales.

An SEO agency also helps you to successfully combine SEO with SEA. While paid search engine advertising - SEA (search engine advertising) for short - is used for quick success and targeted campaigns, search engine optimisation (SEO) generates organic traffic to your website. With this well thought-out mix, you can make targeted use of your advertising budget and Google can no longer ignore you. In the long term, you will save money and target your campaigns precisely.

SEO to sprinkle on top

Are you interested in AI and SEO or urgently need SEO tips for WordPress that really work? You'll find comprehensive and well-researched information on specific topics in our blog.

Are you more of an auditory type and like to listen to podcasts on the side? At our SEO Talk in Vienna, you can expect fascinating success stories, proven strategies and inspiring interviews every fortnight.