It was like this in 2008, when two lovers hung a lock on the Hohenzollern Bridge in Cologne, sinking the key in the Rhine and swore eternal love with it. It is not known who made the beginning, but other couples followed the romantic custom, which incidentally originated in Italy. Today, the love castles on the Hohenzollern Bridge are one of the most famous sights in Cologne.

And the moral of the story? Well, we do not know if, thanks to the love locks, all the couples are still together. But it is clear that a single castle would indeed not become a tourist attraction. By contrast, thousands of love locks already.

Translated into online marketing, this means that a single useful post on your website will not have a big impact on your SEO performance. It is the sum of many search engine optimized contents that pokes your site forward in Google & Co.’s search results.

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We want to help you with this. Here are 6 facts about SEO – for a successful and happy future in your search engine marketing.

Search Engine Optimization is 75% OffPage and 25% OnPage

Two elements are relevant to your SEO performance: getting more links to your pages and matching your content to the terms your relevant audiences are looking for. The former is also called ” OffPage optimization,” second ” OnPage optimization.”

Of course, it’s important to tailor your website content to those keywords that are relevant to your business. But this so-called OnPage optimization alone is not enough to get your website up front in Google’s search results.

Because search engines also pay attention to how often links from other sites to your website. It depends not only on the quality backlinks but also on “social signals” such as “likes,” “comments” or “shares” on Facebook. This feedback from other Internet users signals to search engines that your content is considered helpful by others. And that, in turn, makes your site popular with Google.

No search without search engine

82% of Internet users in Germany use a search engine at least once a week. Internet searching is so important that potential customers will even notice you. If your website is not search engine optimized, you will be invisible in search engines. In the perception of prospective customers and potential new customers, you are thus not existent.

Page names are the most important element of OnPage optimization in addition to content

The biggest potential for better SEO performance is in the page names of your website. In addition to the actual contents of the page, name is thus the most important element in search engine optimization of your pages.

You will always see the page title at the top of the window of your web browser. It’s also the same name that you see in Google’s results list.

However, relevant keywords should not only appear in the page title, but also in the headings on the page (especially in the H1 headings), in the alt tags of pictures and, of course, in the body text (paragraph text) on the page.

Crisp meta-descriptions with less than 156 characters improve the clickthrough rate

The meta-description is the short description that appears in the search results below the page title and the link. The Internet users can see directly what they expect when they click on the link. Therefore, a crisp meta-description is enormously important. You will not get a better ranking in the search results, but more clicks on your pages.

Create an individual meta description for each page. So you get more clicks on the pages, depending on what the users have just searched. Matt Cutts, who is responsible for Google’s Webspam theme, recently said it would be better not to populate meta-descriptions than to duplicate them.

And how do you find out which meta description is best for your site? Just test it! For example, show ads on Google or Facebook and see which texts arrive the best. You should then use them as meta-descriptions.
And remember, your meta-descriptions must be crisp. After 156 characters Google cuts off the rest of the text and puts a clip with dots next to it.

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The first 5 hits on Google get 75% of the clicks

If your website is to become a real attraction, then it is not enough to be just one of many points on the map of the internet. You have to be better than the rest.

The online advertising network Chitika analyzed the click behavior in Google search and found that over 75% of the clicks on the first 5 hits accounted for. For your search engine marketing, this means focusing on the most important keywords and optimizing your content accordingly for those terms. Less (keywords) are more (relevant traffic) here.

Facebook and Google+ play the most important role for SEO

As social media became more and more important for everyday communication in recent years, the search engines began to individualize results on the basis of social networks. Thus, for example, recommendations and preferences from your personal network are included in the search.

In this individualized search content is rated higher if there is a personal connection to you. This can be, for example, a video that someone from your circle of friends liked, shared or commented on Facebook. Or a blog post that someone in your circles on Google+ rated as “Plus 1”.

How can you use this for your search engine marketing? Connect with people who have a social role in the topics and keywords that are relevant to you. Once your content has been shared, commented on, liked, or +1ed, chances are better than pages will rank better in the individualized search results of other users.

Searchmetrics has taken a close look at the impact of social media on search results, placing Facebook at the top of the league. At Moz, Google+ plays the most important role as a multiplier for SEO. However, this also raises the hen-and-egg question: are well-ranked pages often shared via social media, or are pages that are often shared ranked better? The topic is currently hotly debated, but one thing is clear: Social media has an impact on SEO.

To improve your search engine marketing through social media, create a list of important keywords for you. Are these keywords reflected in the content you share on social media and in your blog? Again, focus on one or two search terms and think about how to create the right content for others to share through social media.

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Step by step to better search results

In 2008, when the unknown couple hung his love palace on the Hohenzollern Bridge in Cologne, it hardly had in mind that years later would become an attraction. But thousands of other couples who did the same made a simple bridge a tourist attraction.

You too can turn your website into an attraction in search engines. The secret is a mix of optimizing your current pages and creating new content that is linked by others and shared through social media.