3 10X SEO-Tipps für Einsteiger & Fortgeschrittene
You will learn what I think are the three
most important SEO recommendations, based on hundreds of
customer projects and SEO checks. Have fun! My name is Alexander Rus and
SEO is my daily bread. We chatted about
SEO and content marketing on this channel. If you want to learn how to
gain sustainable customers through your website, then subscribe to this channel right now. In my experience, it always fails because
of these three basics. Even for those who call themselves advanced
or professionals. I see that every day with our customers
and it doesn't matter whether they make a million sales a year or ten billion a year. And I see that in all the SEO
checks I did for this channel. But what are the tips? Let's get started right away.
Point number 1:
Determine what type of website you are running. We will logically put this in more concrete terms,
because this tip does not say anything. Are you B2B or B2C? That means you have to differentiate between
the search volume. In B2B, the
search volume tends to be much lower, but the
transaction volume is larger. Then:
Are you a B2B website, an online shop, a platform (by platform I mean something
like a specific niche search engine such as booking.com) or a blog? Do you offer products or services
and is there a need for advice at all for these products or services? Because that decides whether I
need non-commercial content at all or, if it's a trivial product, then of
course I don't need any non-commercial content. Then I have to focus on my commercial
side. So. And now it's getting more concrete. Depending on what type your website
is, it's either content-driven or inventory-driven. And what that means,
I will now briefly explain: Inventory-driven,
to make it a bit more concrete with an example: In a shop, for example, the relevant pages
are the product category pages (where the products are listed)
on different levels.
So also like filter category pages. For example, you have a category for "
men's ankle boots", which is a main category, and then you might have another filter category,
such as "brown men's ankle boots". And the inventory you have
is basically your content. This means inventory must be viewed in a
differentiated manner. Inventory can be products. Inventory can also be something like
booking.com, the registered hotels, which you can then list as booking.com.
What is very important and where I recently
had a discussion with a customer: The same inventory can of course be accessed via
different entry points. What I mean by that is: It's not like this, I have this
inventory now and there are only these categories and each product can only appear in one
category, but a product can also naturally appear in other categories. That's not a problem, because different
people naturally filter differently. That means, for example, let's say I
sell containers, then I might have a category that might just be called
Containers. But then I also have an “office container” category,
which can also contain the products from the main category , just already filtered
“only office containers” and then it can be filtered again and displayed as a
category. Something like "office container 20 feet". Just to explain.
So. Then what is content-driven? Typically, every blog or B2B website,
like ours, is content-driven. And with a B2B website, there may be
commercial service pages, which means that if you are a service provider, there are some
service pages, like ours for example "SEO support" to explain the offer in more detail
and maybe there are also small keywords , but mostly the keywords are
very small. What is more the case, because there is
a great need for advice in the B2B area, are non-commercial advisors to advise the interested party
and to cover this need for advice .
And what is the content? The content is the content. That means I don't have an inventory that
I can use in any way, which is actually already the content (i.e. products), but
I usually have to write some texts. Of course
, these can also be graphics, but in principle: the content is the content. This means that the questions of the target group
mainly determine your content strategy and the questions are of course keywords again. And so that everything is now a bit
clearer, three small examples: The first example is the keyword "safety knife"
on google.de. We recently did
a small SEO check with curt-tools.com and we can see at first glance that
this is of course a very commercial, product-focused keyword and the pages that rank here,
number 1 is easy a product category page, that is a product category page and that too
is a product category page.
That is, what is the type of website and
page I then need to provide here for that keyword ? A product category page. Can I rank here with a guide? No I can not. Example number 2: “wordpress seo” We are currently
ranking first in Germany. What is that? I would tend to say that this is a
B2B keyword, but not a commercial keyword, but a consulting keyword. And it is very important that you
provide a guide or a blog article here. Then let's look at example number 3. This is a local keyword: "hotel achensee" Of course hotels are now ranking
in the hotel finder, but otherwise something like booking.com is ranking in the organic search. And booking.com (as we said before)
is an inventory-driven platform. That means they live from it, what is the content? The content is actually all the
entries they have about hotels. Very important to distinguish. And as a small gold nugget as the end point for
this first tip:
Technical SEO tends to be an important aspect of the SEO strategy for inventory-driven websites, i.e.
Shops and platforms. Now, on a content-driven site, technical
SEO isn't really a growth driver. Of course there are always exceptions, but that
is what generally applies. So, let's get to point number 2,
which is : Before you build a page
, look at the search results for that keyword, look at the top-ranked pages, and determine what
their purpose is. So if I look now (we'll
do an example then), we have a keyword, we look at the search results in the country
we're ranking in, and then we determine: This #1 page, what
is the goal of this page? What are they trying to achieve? Is this commercial or non-commercial? What is the page type of the page? Is this a homepage that ranks here? Is it a performance page? Is it a product category page? Is it a product page? Is it a guide or a blog post? Is it a listing site? That's what I would call booking.com
now and so on.
And then it is very important to ask yourself the
question: Can I really be relevant here with my website or my brand
? A good example so you can understand, because by
now everyone is probably thinking, "yeah, I'm relevant if I
think it's a good keyword." Let's say you want a product category
page to rank for any keyword and all of yours Competitors have >20 products in this category
and you have 2 products.
Then you can't be relevant here, because
the user tends to want to have a choice here (also based on what ranks). And if your company doesn't have a selection to
offer, then this may not be the ideal keyword for you to
search organically. That means, of course, you can place Google ads
there and generate traffic, but Google will be reluctant to rank you here. So. The central mindset for
this second tip is: In the first instance, when you start to think about your
SEO strategy, where do you generate content or where do you do
your pages? Because as I said, we were content- and
inventory-driven: Forget your wishes, your needs,
your products, your company and ask yourself: What does the user want to see here? What does the user need? What would convince him extremely,
what would be helpful for him? And once you have determined that, then you can
try to bring the needs of the user on track with your needs as a second instance
, but not: your needs and then the user
don't matter anyway – whatever.
No, no, no,
let it be. Two examples to make this even
more concrete: We look at the keyword
"men's ankle boots" in Germany. What ranks there logically? Shops or product category pages
and in this case Zalando naturally ranks here and what do I need here now to
rank here? Exactly that. That is, this is exactly the same page type,
same again and again. Will I now be able to rank here with a guide about
"ankle boots for men"? No, I will not. Then, let's look at keyword "erp system"
again in Germany. Then we see a featured
snippet from SAP in first place: “What is ERP?” SAP, ERP – a little mix-up. The article “What is ERP?”, then
we have Wikipedia, then we have “ERP systems: All providers at a glance”. All these three pieces of content are basic entry-level content
in the form of a guide , meaning non-commercial. Can I
rank in the top 3 with a commercial site? No I can not.
Should I try this? No, I shouldn't! If you now want to learn more about how you can
really determine the user intention or this search intention so specifically
, then there is a video about it and we will go on to point three: Check whether a new page is necessary for a keyword
. What I like to do with it, because it's not
always trivial. I think in this case I'll start with
the examples. "seo" vs. "search engine optimization" Can I rank this keyword with the same
page? If you would think:
"Yes, it's the same." But it's not that simple. So my tip, if you have something like that,
a situation where you're not quite sure, then you enter both keywords in a
Google search and then look at the top 3, because that's
what you want we're creeping in and look at how much overlap there's going on here.
So you compare how big the overlap of
the sides is. And when I say overlap, I don't mean domains
or websites, but concrete URLs, and we're going to look at that in ahrefs
because it's clearer there. The example I already mentioned: This is now for "seo", I see
the top 3 there. For now, let's ignore the other bells and whistles
that Google is now generating. 1st place is Wikipedia, 2nd place is Google
and 3rd place is sem-deutschland.de for “seo”. Unfortunately, evergreenmedia.at is only there. Then we look at the keyword “search engine optimization
”: 1st place is Wikipedia, 2nd place is omsag.de
with this URL and sumax.de. That is, the overlap is 1/3. Can I rank here with a page now? It's hard to say. Apparently very few make it,
so you probably have to look at the search intention again very specifically. Why is that at all? What is the difference between these page types? And you may actually have to generate two pages in
order to really generate a top ranking for both keywords.
Example number 2, also something from one of our
customers: "kreditrechner" vs. "kreditrechner haus" And we're going to look at that
now in Austria, because I'm more familiar with Austria. We now see Bawag P.S.K.
with this URL, onlinerechner.haude.at/kreditrechner, infina.at/kreditrechner. These are the top 3 for the
generic keyword “credit calculator”. Then we look at the second keyword
“kreditrechner haus”: 1st place is durchblicker.at/kreditrechner,
then infina.at, but with a different URL, i.e. the overlap
is still 0. sparkasse.at with any URL. Let's go back a little bit because I
couldn't remember.
Ok, the overlap in the top 3 is 0/3. This means that I need different pages for these two keywords
“credit calculator” and “credit calculator house” . It's quite logical, because you can take loans
for a car and for all sorts of things, and not just for a house. That means it's something specific: "home loan
calculator" vs. "credit calculator" = generic, which can of course affect a great many different loans
. And that's exactly how you should think about it. If you are now asking yourself: "Yes, that all sounds really cool,
but when do I need a separate page for a keyword?" Then there is a video where I
explain it in detail and also give percentage values for how to do it best compares. So if you follow these 3 tips now,
I can say from my experience that you will beat 99% of the competition.
How so? Almost nobody understands what users
want to see about a keyword. Almost nobody understands the concept of relevance at all
. And almost everyone believes that content
is worth nothing – it's just text and you just have to shoot out and
just put in keywords and that's it. But it's just so much more. I hope you enjoyed the video! If so, please be sure to like and I look
forward to feedback and tips in the comments and otherwise thank you very much for watching
and see you next time. Bye!.
