How to optimize my website for search engines

How to optimize my website for search engines?

With this 10-step process, we want to show you how to optimize your website for search engines.

  • 1. Analyze your website
  • 2. Checking the pages of competitors
  • 3. Research keywords
  • 4. Strategic placement of keywords
  • 5. Use meta and title tags
  • 6. Create traffic reports
  • 7. Provide new content on a constant basis
  • 8. Build backlinks
  • 9. Create a sitemap
  • 10. Validate your HTML code

1. Analyze your website

What changes are necessary?
To find out you have to analyze your own website in the first step of search engine optimization (SEO). This should also include assessing page navigation, context and global design.

Why navigation and page structure also play a role?
Quite simply, if users feel uncomfortable on your site and can't find their way around, they will also leave your site quickly, which in turn leads to a short dwell time. Google & Co. Interpret this as if the user could not be helped on your site and may not place you in the same position in the search engine results pages (SERPs) again for the next similar search query. So the usability and the page structure should be user-friendly and self-explanatory.

The goal of the analysis is also to get an overall view of your website and what the weak points and problems are.

  • It is advisable to create a task sheet in order to maintain an overview
  • You should also keep in mind that search engines pay supportive attention to domain names, title tags and header tags to rank a website depending on relevance. Therefore, it is important to maintain consistency between the text and the content of a page.

2. Review of competitor pages

Why my competition ranks better?
Knowing your competitors gives you a deeper understanding of what exactly you need to achieve to rank as well or even better. In the first step, it is very helpful to identify the top 5 to 10 of your competitors and find out where their target audience is, what channels they use, what methods and procedures they use for search engine optimization, in addition to the selected keywords and page structure.

3. Research keywords

Identify keywords that are related to your site content. These can be popular or common search terms that led visitors to your site, words related to your main topics and content, or the topic of a particular subpage or blog post. If you are not sure which keywords are the most common search terms, there are online services such as z.B. that can assist you in determining the same.

4. Strategic placement of keywords

The key to getting a better ranking in the SERPs is to provide keyword-rich content. However, some search engine crawlers may penalize you for keyword spamming, i.e. stuffing text, links and metadata to artificially increase keyword relevance – make an effort to incorporate your keywords strategically.

Why not focus on keywords alone?

  • Use abundant keywords on your home page
  • Use keywords in header tags, title tags and meta tags
  • Use keywords in the URL of new pages

5. Use meta and title tags

Meta tags in HTML do not change the visible content of a page – they only exist for search engines and other "bots" and serve to briefly summarize the content of a document. The following points should help you improve your search engine ranking through the use of meta tags:

  • Place a meta title tag at the top of each page to make search engines aware of your page's content.
  • Write a concise meta description, as this is often displayed by search engines in SERPs to describe your page content.
  • Add a meta keyword tag to each page to make the most important keywords known to search engines (but keep in mind that, unlike some other search engine crawlers, Google does not consider meta keywords.)

6. Create traffic reports

These reports will be used to determine the current traffic (volume of visitors) to your site, what types of activity is taking place, where your traffic is coming from, and which pages have been viewed the most as well as they are currently ranked.

Why are SEO or. Traffic reports so important?
Because the reports help you to assess and evaluate your work. However, they are not only helpful but essential, because search engine optimization is not a one-time thing but continuous maintenance and expansion of your SEO measures. With reports, you can see the activity in specific time periods, e.g.B. before and after optimization, measure and compare. The advantage of this is that you are always up to date on your optimization work.

7. Constantly provide new content

To keep the interest of website visitors and make them return, new content is a crucial factor. As mentioned earlier, search engines interpret this to mean that the content on your pages is helpful to searchers, and that in turn leads to a higher ranking in the SERPs. When creating new content, keep in mind that each page should contain at least 350 words. For best results, content should be updated at least once a week.

8. Build backlinks

Building good inbound links or backlinks can increase search engine rankings and website traffic. Submit your website to relevant directories and forums and cooperate with websites that cover similar topics and could link to your content.

Why are backlinks so important?
Most major search engines rank web pages based in part on the number and quality of inbound links. Remember, however, that SEO is not just about backlinks, but about searchers and users. Networking and quality content will also result in valuable links for you over time.

9. Create a sitemap

Sitemaps are XML files that contain each URL of your website and are an important part of SEO optimization.

What are sitemaps for and what advantage do they offer??
By using an XML sitemap, you make it easier for search engines to crawl your website and find your information. This can improve crawling, especially for larger websites.

It should also be said that an XML sitemap has no direct influence on search engine rankings, but much more ensures that all submitted pages are most likely to be indexed correctly and to their full extent.

Using the following link, you can validate an online service such as z.B. to create a sitemap for your site. Once all your pages are listed, upload the sitemap to your root directory on your server.

10. Validate your HTML code

Although search engines do not consider whether your HTML code is error-free, they do rely on the correctness of the code to determine which parts of your website will be included in the index. If your HTML code contains errors it is possible that only parts of your website will be included in search engine databases. For example, you can submit your HTML code to W3C ( or another site validate.


The points mentioned here should in the end ensure that your page ranking increases and your target group finds you. But also points like page architecture, mobile optimization (responsive design) and user experience design are important factors when it comes to search engine optimization. By doing so, you will keep your website visitors on your pages longer and prevent a high bounce rate, which in turn will cause search engines to rank you less frequently in the SERPs.

Nowadays, search engine optimization means focusing on the user and his interests. If the visitor gets the information he needs on your site, he will stay longer on your website and he will visit it again – this is what Google & Co. reward. with a better ranking.

If you follow these steps, you will have laid a foundation for further, more in-depth SEO measures. THiiiNK will be happy to assist you in finding the right SEO strategy, customized to your company, size and goals.

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