Content: SEO Best Practices, SEO Basics, Technical SEO, On-Page SEO
What exactly is SEO?
You see the term “SEO” so often these days that almost no one even knows what it actually is anymore. Yet it’s quite simple to explain what search engine optimization really is: namely indispensable. The simple truth is that hardly anyone uses the browser’s address bar anymore. Even when users know which website they want to visit, they often prefer typing the name into Google rather than entering the URL manually. “Wait, was it marcoaures.ch with or without www?”
Search engines are therefore the main gateway to the internet for most people. If you're not found on Google, you can do excellent marketing in every other regard and still not be successful. And yes, mentioning “Google” specifically is intentional. The megacorporation from Silicon Valley is the undisputed market leader, although for B2B companies it can sometimes make sense to optimize their site for Bing as well, since some companies have it set as the default search engine.
But I still want to answer the actual question of what SEO really is: SEO is more than just playing with search terms. It is the interaction of many factors:
- Technical SEO, which deals with aspects like loading times and metadata;
- User experience, which includes accessibility and mobile friendliness;
- And last but not least content, which makes your website attractive to search engines and users through targeted keyword use and clear structure.
I often use a comparison to explain when to focus on what. Reaching the top spot on Google is a bit like mountain climbing. At the beginning and the final few meters, you mainly deal with technique and equipment — at first acquiring it and later using it skillfully. And the long stretch in the middle simply takes effort and patience.
What you need to consider with SEO
The biggest misunderstanding regarding SEO is that it is not a one-time task, but a continuous process. It’s not enough to optimize your website once and then leave it alone. Online, you are constantly competing with others who also want to improve their position. If your competitors publish fresh, high-quality content, your site can quickly fall behind. Keywords are also subject to trends; what is relevant today and searched for by 1,000 people per day may tomorrow be replaced by new terms or synonyms.
It’s equally important to realize that SEO success does not appear overnight. It often takes weeks, sometimes months, until the effects of your optimizations become visible. This means patience is required: SEO is a cycle of observation, adjustment, and further development. Only in this way can you build on successes and learn from mistakes to steadily improve your website’s ranking. As an example, I like to show how long it takes for a blog to rank consistently:
Finally, the complexity of search engine algorithms, especially Google’s, comes into play. Which pages, tricks, and strategies Google “likes” changes regularly. To keep up, staying current is essential. That’s why ongoing checks and adjustments to your SEO strategy are necessary to keep your website up to date.
Please be aware that because of all this, search engine optimization is not a “first-aid kit” but requires consistent effort before long-term success appears.
My offer for you
You may now be wondering whether SEO can really make a difference for your website. I can assure you that for most businesses, SEO is a positive investment in the company’s long-term future. Often, there are even so-called “low-hanging fruits” that can bring noticeable short- to medium-term improvements with little effort.
That is precisely why I have an offer for you: I provide a free, basic SEO audit. In a compact overview, I analyze the most important aspects of your website:
- Technical audit
- Keyword and ranking analysis
- Content and structure analysis
- Recommendations for action
Don’t worry, it’s straightforward, and normally I don’t need any access from you. Afterwards, I’ll happily explain the results to you in a video call, and if you're interested, I will create a customized offer — tailored to your goals and budget.
Curious now? Then you’ll find an introduction to the practical side of SEO in my 5 tips for SEO beginners. And if you’re already convinced, I look forward to your inquiry. Simply tell me which website it concerns and what your online marketing goals are, and I’ll get to work for you.
