SEO stands for Search Engine Optimisation, in German Search engine optimisation. The term covers all measures taken to design and optimise websites so that they appear as high as possible in search engines’ organic search results.
The aim of SEO is to reach relevant users precisely when they are searching for specific information, products, services or solutions.
SEO can be divided into three key areas:
| Area | Meaning |
| On-page SEO | Optimisation of content, headings, keywords, images and internal links |
| Technical SEO | Improvements to loading times, mobile display, page structure and technical discoverability |
| Off-page SEO | Building trust and authority, for example through backlinks from other websites |
Typical SEO measures include:
- research relevant search terms
- create helpful and easy-to-understand content
- Structure headings clearly
- Optimising page titles and meta descriptions
- Use short and easy-to-understand URLs
- Create internal links
- Add appropriate descriptions to the images
- Improving loading times and mobile display
- Revise duplicate or out-of-date content
For start-ups, SEO can help by:
- to increase digital visibility in the long term
- to reach relevant target groups
- attracting qualified visitors to the website
- Building trust and professional authority
- To generate leads and enquiries
- to reduce reliance on paid advertising
Unlike Search Engine Advertising (SEA), SEO does not involve purchasing ad space:
| SEO | SEA |
| unpaid search results | paid search adverts |
| Effects are usually medium- to long-term | rapid visibility possible |
| no direct cost per click | Costs are often charged per click |
| Visibility can be sustained in the long term | Visibility usually comes to an end when the advertising budget runs out |
Good SEO content should not be written solely for search engines. The focus should be on users’ questions and needs. Content should answer search queries directly, be structured in a way that is easy to understand, and offer tangible added value.
A common mistake is to include keywords as often as possible in a text. This so-called ‘keyword stuffing’ reduces readability and does not automatically lead to better rankings. Nor are long texts necessarily more successful. What matters most are relevance, quality, structure and expert credibility.
SEO is a long-term endeavour. Search behaviour, competition, content and technical requirements are constantly changing. Companies should therefore regularly analyse their rankings, visitor numbers and conversions, and continue to develop their content.
innoWerft helps start-up founders to better understand their target audiences and their information needs, to develop a clear positioning, and to create relevant content and communication strategies to boost their digital visibility and attract customers.