Search engine optimization (SEO for short) is often equated with  keyword-overloaded texts. If you follow a few tips in drafting, however, you will be rewarded with appealing and informative content – and the ranking on Google & Co. improves anyway.

First of all, a distinction is made between search engine optimization on one's own website (on-page) and outside the website (off-page). The first category includes, for example, the use of keywords and the improvement of the URL structure, the latter includes backlinks and social media. This blog post focuses on on-page SEO.

1. One website, one topic

No matter if Google, Ecosia or Bing, search engines do not like a proliferation of topics. Therefore, make sure you focus on one topic on each subpage, both your readers and the search engines will thank you for it. At the same time, you prevent duplicate content on your website which is consitently penalized by search engines.

2. Write from the user's point of view

Provide answers to search queries that your target group might make. This way you create clear added value and increase the relevance of your website. Write texts as simply and clearly as possible, make short paragraphs and use lists and internal linking whenever possible.

3. Use keywords selectively

Imagining potential search queries also helps to define relevant keywords. What are users looking for? Do they want to get information, buy something, or get to a specific website whose URL they don't know? Always be aware of the goal you want to achieve per subpage. Depending on the intention and goal, different types of keywords are suitable:

• Informational keyword: e.g. "What is search engine optimization?"
• Transactional keyword: e.g. "Buy book search engine optimization"
• Navigational keyword: e.g. "Communicators"

Do not focus on a keyword that consists of only one word as the competition there is enormous. Therefore it is recommended to optimize keywords with 2 to 3 words.

Also, remember: appealing SEO texts have a keyword density of around 3 to 4%, not more.

4. Do not cheat

To integrate as many keywords as possible into a website, some hide parts of texts with white font. If search engines discover this, the ranking will deteriorate significantly. Also not recommended are purchased links. So be patient with link building – other websites will not link to your content overnight. However, you can speed up this process with the help of social media activities.

5. Measure the SEO performance

It is always worth monitoring the results you achieve with your SEO strategy. This allows you to adjust the different elements if necessary. Also, do not implement several measures at once. Otherwise, it becomes almost impossible to see the effect of the individual SEO elements.

6. Stay up to date

Google periodically adjusts its search algorithm. Keep an eye on these core updates, for example here. That way, you can react should your website's ranking quickly deteriorate sharply. And read SEO blogs such as those from Ryte (in English), Seokratie (in German), or Searchmetrics (in English).

Unfortunately, your website will not always rank #1. Depending on the person, place, topic, time and device, it will perform better at one time and worse at another. Do not let this get you down. Stay curious and continuously work on your SEO strategy. It is worth it.