That sounds a bit dramatic, but it is real for many companies.
Those who make it to the first page of Google can look forward to a regular stream of website visitors (traffic).
Small businesses in particular benefit from the free potential prospects that come from organic Google search.
Not everyone has the ability to simply invest in Google ads to easily solve the problem of being found.
So is it worth doing search engine optimization in order to appear on the first search results page?
In 2015 found in a study that:
- The top three organic positions in Google search results get over 80% of clicks
- only about 0.17% of Google users switch to the second page.
Other studies, e.g. B. Advanced Web Ranking show a different distribution and lower click rates for the first positions (just over 50%).
This has to do with different factors, such as B. Culture, industry, season. The number of search results paid for, the quality of the search snippet in the search, the type of device used to google play a role in how often the top results are clicked on.
But there is general agreement that the first page gets almost all clicks and that the results on the top half of the search results page get significantly more clicks than the bottom ones .
I have customers who have seen a significant increase in sales, which is solely due to the improvement in the search results.
So how do you manage to get the best positions on Google?
THIS DIFFERENTIATES WEBSITES ON THE FIRST PAGE FROM ALL OTHERS
Google’s policy is to provide search engine users with the best results for a search query.
This includes that the content of a website offers the most accurate search query solution possible, that the content is easy to read and that readers find their way around.
Search engine optimization, or SEO for short, consists of two aspects:
- Optimizations on the website itself (on-page optimization): Everything to do with the division of the pages, the keywords, the content and with technical aspects.
- Measures outside the website (off-page optimization): e.g. B. backlinks, mentions, Google MyBusiness.
Here are the individual points of the on- and offpage SEO measures. It is not an enumeration of all possible ranking factors.
STRUCTURE YOUR WEBSITE for FIRST PAGE ON GOOGLE
Your website should have a logical and easily understandable structure so that website visitors and search engines can find their way around.
Google reads every page on your website and tries to understand which pages stand for which content and for which search queries the respective page fits.
The search engine can also understand links between the individual pages . The search engine follows links that are in your texts. You should always link important pages to your content.
If you divide your website thematically and create a separate subpage for each of your offers, services and specialist areas, you make it easier for Google to show this page when there are suitable search queries.
Because Google always selects a page of your website for the ranking of a search query. If you optimize all of your relevant pages, you can achieve a good ranking for more search queries and thus reach more website visitors overall.
The home page is always suitable for the topic that summarizes your offer.
The room designer Ilsa Berg offers advice on color design in rooms and FengShui advice. She creates a subpage for her color design offer and a subpage for FengShui on her website. This gives them the opportunity to describe their performance on the respective offer page and to work with the keywords (see below). On her homepage she uses the keyword “room design” as an umbrella term for both. It has a good layout and structure on the website, readers can find their way around, and Google understands which page is best for which search queries.
CHOOSE THE RIGHT KEYWORDS for FIRST PAGE ON GOOGLE
It is no longer enough to simply store the keywords in the meta information. Google has not read these keywords since 2009.
Keywords should be used in the text on the website.
It can help to place important keywords that match the topic of the respective subpage in very prominent places . For example:
- in the headings
- in the text, ideally in the first section of the continuous text
- in the URL (www.beispiel.ch/wichtigstes-keyword)
- in the page title (meta title) of the individual subpages of the website
- in the page description (meta description) of the respective subpage
By the way, you don’t just choose your keywords based on gut feeling.
It is important that you do a keyword search to get an overview of which terms are actually searched for on Google and which are not.
We often make the mistake of inferring our customers from ourselves. But our customers may use completely different (search) terms.
In addition, a keyword search helps you to find out whether your offer is being searched on Google at all. The effort to optimize your website should be worth it, so that as many as possible find you.
A detailed guide to keyword research including free tools to help you find the best keywords can be found here .
DETERMINE YOUR SEARCH RESULT ON GOOGLE YOURSELF
At first glance they are not visible. But they are important, because they make up the so-called snippet, the search result .
With your own page title and page description, you can easily determine what the search results will look like in Google search.
An individual page title and page description should be created for each individual subpage on the website that is relevant for the ranking (except for pages such as data protection, contact or imprint).
The snippet sums up what the reader can expect when clicking on the result.
Make sure to provide the most important information, especially in the page title. B. Indications of regionality.
CREATE THE BEST CONTENT for FIRST PAGE ON GOOGLE
What do you mean with that?
Simply put, it’s about creating an informative page that provides content that really interests the reader .
The more really helpful and relevant information you give, the more likely readers will build trust and desire to get in touch with you.
So that your page can be found in the best positions, pay attention to these points when designing the content:
- Text on your page should be well structured with different headings and sections of text .
- Graphics and pictures on the page or a short video are ideal . Simply write your keyword in the file names of the files you upload, e.g. B. fengshuhi-schlafzimmer.jpg for a picture on one page about Fengshui advice for bedrooms.
- Make sure that the images and files are only as large as necessary , cut your photos and graphics. A DPI number of 72 is completely sufficient for websites. This way you avoid long loading times .
- The text on the page should be detailed and contain a lot of added value . Do not confuse “better” with “more” – it is not about creating as much content as possible. If you pick up your readers better and respond to their questions, it’s better than if you just publish a lot of empty content.
The length of time the reader stays on your website will increase, fewer visitors will jump off quickly. Your page will be more interesting.
This will also be recognized by Google’s algorithm and this can increase the ranking for this page .
BE TECHNICALLY UP TO DATE
Technical SEO is a very special and very extensive part of search engine optimization.
Therefore, I limit myself here to the points that, in my experience, are the most important for a page-1 ranking and can also be implemented by laypersons without an agency or programmer.
Your website should be visible on mobile devices such as cell phones or tablets without having to “swipe” or grow a little.
If you have two versions, one for the desktop and one for mobile devices, you should know that Google is now using the content of the mobile version for the ranking .
Ideally you use a responsive web design . The content of your website adapts to the size of the screen. Columns appear e.g. B. on mobile devices with each other and not next to each other as on the desktop.
Fast loading times are an advantage. Aimed at the thumb, a page should load the most important content within 1 second. The most important content is at the top, which is often called “above the fold”.
Three easy-to-implement tips for fast loading times:
- Do n’t use elaborate animations right at the top of the page. Sliders are often used that take far too long to load the images. The result is that your pictures are either not seen because people are already scrolling. Or that they jump off immediately. Nobody wants to sit in front of a loading bar and turn their thumbs.
- Reduce the size of your files (pictures, graphics) to the necessary pixel size. Websites do not need 3000 x 4000 pixel image files. A third of it is enough. And a DPI of 72 is enough.
- If you use videos on your website, do not upload the video files directly, this is far too much data that has to be loaded. Instead, upload your videos to Vimeo and only include the streaming link on your website.
An SSL encryption of Web pages is now part of the standard. This means that data is transmitted securely. You can tell if a website uses an https protocol instead of http. You can also see it when you visit a website in the Chrome browser at the lock symbol.
FIND BETTER REGIONALLY WITH GOOGLE MYBUSINESS FIRST PAGE ON GOOGLE
Another off-page optimization measure that is particularly important for regional companies is registration with Google MyBusiness.
This is a kind of business directory entry on Google, and it has the advantage that your company appears on Google Maps and can also appear in the search results, even without your website already having good rankings.
You see, now I have your attention again after the boring technical topics
DO PR FOR YOUR WEBSITE
Now, off-page optimization is about making the website known and getting so-called backlinks .
These are links that point from other websites to your own website. Google evaluates such links as a kind of recommendation, like citing sources in a scientific paper.
The result of backlinks may be that your own website receives an upgrade from Google and thus an improvement in the ranking.
However, so that the link is actually classified as high quality by Google, you should note that the links come from a thematically suitable website and are linked to high quality text.
A good example
Beate Zimmer is a financial advisor. Someone writes a post about financial advisors in a blog about financial tips and this post links to their page.
A bad example
A friend of Beate Zimmer’s nail salons. She links from her website to that of Beate Zimmer. This link is certainly not seen as very high quality, since the nail salon cannot be seen as a good source for Beate Zimmer’s financial advice.
I advise against buying links or registering in dubious web catalogs that only serve to optimize search engines.
CONCLUSION – REACH THE FIRST PAGE ON GOOGLE
Relevant to be found on the first page are primarily the website structure and the content of your website.
Everything else is the icing on the cake and the cherry on top.
If there is a lot of competition or if the market in your industry is very competitive, then you will have to do more and cannot avoid technical finesse and a lot of backlink construction.
In most cases, and especially with regional providers, it is sufficient to concentrate on the essentials and that is the content with added value and a thematically logical division.
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