Google SEO

Google SEO optimizes websites according to Google's guidelines to help them rank better. Focus: technology, content quality, user intent, and natural links. Since Google continually makes updates, SEO is an ongoing process.

Since the search engine Google holds a market share of 94% in Germany, a large part of website adjustments relates to the requirements of the American company, which is why in terms of search engine optimization, there is often talk of Google SEO. The criteria of the search engine have been generalized in many regions of the world due to the high market share.

Basics of Google SEO

In Google SEO, various factors form the basis, which on one hand are created by the search engine itself—such as the so-called Webmaster Guidelines—and on the other hand are continually "reviewed" by international experts. The reason for this is that although the search engine discloses certain criteria for a good ranking, it remains silent about the extent of individual factors. SEOs and analysts regularly attempt to break down the different ranking factors and develop a weighting that provides insight into the individual significance of the criteria for the overall ranking.

Until a few years ago, the basics of Google SEO were still very technically oriented. The aim was to incorporate certain keywords as frequently as possible into meta tags, links, and body text without paying attention to whether this added any value for readers and site visitors. Google has been addressing this situation for some time now by placing particular emphasis on the content of a website. Specific requirements apply here regarding keywords, thematic relevance (including on linked websites), as well as semantic connections.

Challenges in Google SEO

Serious SEOs and optimization experts have always tried not to violate existing Google SEO guidelines, while also finding a way to "overtake" competitor pages. Here, very individual aspects come into play, which are different for each website. For example, the age of a linking domain plays a role when it comes to a page's backlink structure. Certainly, a single backlink will not weigh heavily, yet this example illustrates that even the smallest details, such as the age of a linking domain, play an important role in Google SEO. The challenge is that factors may have different weights for each website, which is why each optimization is an independent process and is usually not comparable to previous ones. At the same time, SEO experts must always adapt to innovations from search engines and take into account the changed demand or search behavior of users in order to successfully place websites in the top positions. Not to be forgotten are the efforts of competitors, which naturally affect one's own ranking. It turns into an ongoing process.