Search Engine Optimization is a very important tool and you should use it in any case to be found easier and better on the web of countless possibilities.
Basics
In general, there are two target groups: The website visitors, i.e. potential customers, and the so-called crawlers, software programs of the various search engines that crawl the Internet. Please note that the content of your website is optimally oriented towards the needs of both groups and that these groups have different requirements. Major search engines, such as Google, explain in their guidelines, which requirements they have for websites.
Offsite- and Onsite Optimization
Offsite SEO basically describes all measures on external websites to increase the importance or rank of your own website. One of the most important tools of offsite search engine optimization are backlinks. Backlinks are nothing more than hyperlinks on the websites of third parties that link to your own homepage. In general, the more backlinks there are, the higher the link popularity and accordingly the rating or ranking by the crawlers. Furthermore, you can write in blogs, participate in discussion groups or itemize web articles (of course with appropriate links) to improve your ranking. Furthermore, linking your social networks, so-called social signs, is becoming more and more important. Onsite SEO In general, one distinguishes between onsite and onpage search engine optimization. The former aims at the technical components of the website. Important here is e.g. a clear and logical structure of the URL or technical factors such as the infrastructure and the hosting of your website. Onpage SEO describes measures on your own website to improve the content or structure of your website and thus achieve an optimal ranking in search engines. Important instruments for this are above all the use of keywords, so-called keywords, or the preparation of the content by using multimedia content. In the following we will also list the principles of the Onpage search engine optimization:
Be honest and direct - e.g. content and keywords should match
Be organized - set clear priorities when presenting the content on your website
Repeat the most important points - try to avoid synonyms as much as possible and adapt to the jargon of your customers
Be precise - avoid long explanations, keep it short and use pictures and enumerations optimally
Which programs can I use for SEO?
There are of course various programs that scan your website and give you recommendations on what you can improve. Common programs are for example Varvy, SEO SiteCheckup or seosmalltools.