Every company works in a very special industry that has its own terminology: special keywords, product names and technical terms. Your potential customers will also be looking for these terms. 3 relevant search engines are used in Germany. In the first place, with over 95% of Internet users, is Google. Bing and Yahoo follow with almost 2%. Further search engines are in the range of less than 1%. Search engines use so-called spiders or robots, which read through the entire source text of a website and evaluate, index and store it in a database using a so-called ranking algorithm. The "lining" for a spider is the text-based page content. Graphics cannot be read. The search engines are constantly changing their algorithm. Each search engine uses its own algorithm, so this introduction is tailored to general optimization methods for the major and most important search engines.

 

Google AdWords and keyword research

To be successful means: to win customers! Buy (bid) on "Adwords" from Google and you will be rich or poor. The home page shows: € 25,000 per month for the term "listed property". An investment for large companies and corporations. Market your website and visitors and solvent customers will come.

A strategy needs a goal. This goal must be defined and measurable. So is the success of AdWords campaigns. Place an ad on Google. Two payment options: cost per click and cost per conversion. The cost per click shows the actual price an advertiser had to pay to click on their ads. This depends on the advertising rank of the advertiser under their own ad.

Long tail marketing

What is long tail marketing? Long-tail marketing is an inexpensive and very effective alternative. This term means the marketing of a website via the "less" used search terms, which are entered by users in the search engines and which then lead to your website. Under an entered term (one word search) such as "Insurance", "Mechanical Engineering" etc. ... over 17 million pages are displayed in the search results. If you want to be placed on the Google pages, the investment is correspondingly high. Long tail marketing describes the entry of search-relevant terms for the desired result and the use of several terms, the so-called "more word search".

 
Example:

A word search: doctor.
Two word search: doctor internist.
More word search: doctor, internist, Frankfurt.

 

Basics of search engine optimization: First the most important discipline, keyword research. You cannot start a professional SEO campaign without researching the right search terms for your business model. Because if you select the wrong search terms, you may achieve good rankings, but the wrong target group. In the past two years, most search engines have changed their search engine ranking algorithm. Nowadays search engine optimization doesn't just work with meta tags and titles. The design and the page structure of a website are also important elements in order to achieve a high search engine ranking.

In a recently published study, Google itself announced that around 20-25% of all searches made to Google are keyword combinations that have never been made before. This accounts for around 30 million search combinations every day that have never been searched for before. Visitors who land on your website with a term such as "urologist, Frankfurt, prostate, urinary behavior" are understandably the potentially better patients for them. Because this customer already knows exactly what he is looking for. If he finds what you are looking for, he will strike.

A customer who ends up on the same page with Google using the term "urologist, Frankfurt" is unlikely to achieve a conversion, for example making an appointment for an examination.