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SEO-Strategie erstellen: einfache Anleitung [für Anfänger]
You will learn how to set up a simple
SEO concept. At the end you have a timetable or
strategic plan that just needs to be implemented. Have fun! My name is Alexander Rus
and SEO is my bread and butter. On this channel we chat
about SEO and content marketing. If you want to learn how you can sustainably acquire
customers through your website, then subscribe to this channel right now. Actually, when it comes to SEO, it's
all about how you compare to the competition. That's why in this episode we
talk about the basic building blocks of your SEO concept, the selection of your competitors for the
comparison, the most meaningful comparison values, the interpretation of the comparison and
last but not least the basic documents that every SEO concept should have. Let's start with the basic building blocks.
Actually, SEO as a concept is relatively easy to explain and can be traced back to three
basic building blocks. On the one hand: content or keyword coverage.
This simply means that your site has content covering keywords
relevant to your business.
Then, links or authority.
Simply means the influence that your website or individual
pages have on search engines. And then the point of user experience. The point of user experience is of
course very extensive, because a lot belongs to user experience.
Therefore, here are a few examples of what goes with this point.
Namely: Technology, that means, for example, loading times
or unexpected changes in the layout. Then architecture, for example website structure
, i.e. the structure of your entire website or page structure, i.e. the structure of individual
pages, i.e. what elements are on it. Then of course design. This even includes things
like logo, colors, design and so on. Those are the basic building blocks. Of course, then there's something
like you're Google's darling by making sure the
index is always maintained. What I mean by that is: what should actually be
in the index, that is, that is relevant for search engines or what is actually in the index.
This is often a discrepancy for online stores, but for most websites
this point is not that important.
That means we can actually boil it down to
these three basic building blocks. So. Then it is very important if
we develop an SEO concept and want to look at: Where do we need to
improve, where are we lagging behind? First of all, we identify the right competitors
and that is not always entirely trivial. How we do it when we
now do a quick analysis for a potential prospect is:
We look at what are the 10 most important keywords for this project.
Ideally, they are of course relevant to the company. This means that they are
still reasonably close to conversion and actually bring in money and at the same time have
a relatively high search volume. These are basic parameters that
I use to just look at myself during a quick search:
"Hey, these 10 keywords, that's what it's all about." And then I use a
tool like Ahrefs (I'll explain that in a moment) to determine what are my top 5 competitors for this project.
That said, what you can do with Ahrefs: you can now specify multiple keywords here in the keyword explorer
.
The maximum where the comparison
works is the 10 keywords. And there I pick the top 10 keywords
and then I go to “Traffic share – By domains” and then I see who are the big players who are
getting the most traffic in this industry. What is very important now when
selecting the competitors: it is not the case now that I am evergreenmedia.at,
that I take these five sites here.
But I look at who
is comparable to me. As an example: There are specialists who are
niche players and there are generalists. That means Wikipedia is of course
the ultimate generalist. Should I Compare My Website
With Wikipedia? no Then, something like wko.at is
a state website , I will not
compare my website with it either. ionos.at is an Internet provider. I
won't compare myself to it either – is a publisher. That means I will now compare
evergreenmedia.at with promomasters.at, seocon.at, suchhelden.at and omsag.de.
Then I have, I think, top 5 competitors in Austria who are competing for my
most important keywords. A basic rule for me is always: Don't compare yourself to Amazon,
ebay, Wikipedia and such players. If we want to make a comparison,
we need values that we can compare.
That means we talk
about our comparison values. In the area of content and keyword coverage:
What I always look at are two important values.
On the one hand indexed URLs. I can look at the indexed URLs of a page
easily, but not perfectly precisely (but it's still a good metric, because
it's not about knowing exactly how many there are) with the site operator.
That is, I enter "site:" and then my domain or the competitor's domain.
Then I now see, for example: at evergreenmedia.at there are now
319 results "approximately" in the index. I use this to make a comparison and
ideally prepare it in an Excel spreadsheet or a Google spreadsheet/Google
spreadsheet so that I can then compare it nicely.
My competitors are in the columns
and there I have my comparative values. Then I look at the number of top 10 rankings under the item
Content or Keyword Coverage .
You can look at this with any SEO tool. In this case, I looked at it
with SEMrush. Any other tool can do it – Sistrix,
Ahrefs, Searchmetrics etc. I have now filtered
by top 10 results , i.e. the rankings that this domain has.
Then I see there are 214 top 10 rankings. Then I write in my field
: 214 top 10 rankings. Then we come to our
basic building block links or authority. I'll take a look at the domain authority.
Any backlink checker can do that, but has its own metric for it. In our case we are using Ahrefs and
here we see the domain rating now. That describes the domain authority.
I get this value and write it down again for my site and for
the sites of my competitors. What's really cool about having Ahrefs
is that you can also see how their domain ratings have
evolved over the past few months. This is relatively vague, because this value
is ultimately not the value that Google uses, but only an approximation of
reality or what this backlink checker tool believes that reality is.
But it's the best value we have.
What I like to do is
look at the last three months , then calculate an average and see
how steep the gradient has been over the last few months. That means I look over the last three
months, from month to month, how big was the increase in the domain rating (in Ahrefs in this case
), then form a nice average and then I see: "Hey, trending Is
the domain evolving like this lately?” Of course, I can do this over a longer period of
time, it's up to you, but why this metric is important,
the domain authority tells us, "Hey, this is the current one State of affairs.” And the
other tells us: how is the development.
That means I see it's either going downhill, that means the domain is actually
losing authority, or it's going uphill, that means they're actively investing in
backlink building and that's very, very important for the comparison, because then you
'll see also how fast you have to build backlinks. Because if you are extremely far behind now
and have to catch up, then you have to build backlinks faster than your top competitors,
because otherwise you will never, ever catch up with them. Then we come to our third basic building block
and the comparison values that make sense here. The first point might be
a bit surprising, but it fits best into
the user experience point: the number of monthly brand searches.
In other words, how often is this brand searched for? You can also check with any keyword tool.
I prefer to check this with the keyword finder because the overview is simply beautiful.
I now see that evergreen media is searched 780 times a month, then I see
other brand searches, I would now add them all up and then I would see:
There are a total of 870 brand searches in Germany per month for terms related to Evergreen Media.
Then you see here (you could also tend to include this) the growth
over the years, because then you can see how the brand is developing.
That's an important metric.
Then we take a look at the Core Web Vitals (this is
now really the high road). We can look at that with Google
Page Speed Insights. That is, Largest Contentful Paint (LCP), First
Input Delay (FID), Cumulative Layout Shift (CLS). It's not primarily
about you understanding what these values mean, it's just about seeing where you
currently stand compared to the competition. Then you can
commission a dev later anyway, who will improve you or your site
in this matter. And what is of course also incredibly
important, so we have now looked at the brand search queries, i.e.
how the brand is developing, then we have looked at fundamentally technical aspects of the
user experience and the third, which is essential under the point of user
experience is, is user behavior.
In order for us to see this from other
websites, we obviously need a tool. We use SimilarWeb for this (
there is a free Pro version). This will load very briefly. That
was not to be expected now. Anyway, what SimilarWeb tells you
is, across the site, roughly how long users are on the site. It's finally open now. I see across the entire website, which means
you unfortunately cannot define it from individual subpages, how long are people on
the site, i.e. length of stay, then how many pages do they look at per
session and how high is the bounce rate . This allows me to make a nice
comparison with the competition again. What is very, very important, with SimilarWeb,
it works via click stream data, which means that these are not exact values, but
you get something meaningful out of the comparison. That means what I wouldn't do: you take
the Google Analytics data from your website and compare it with SimilarWeb data, but you
simply take uniform data from SimilarWeb so that you can see: In
comparison, I stand here and here.
And now we have a nice overview
based on these benchmarks of how we rank in terms of content, how we rank in terms of links, and how
we rank in terms of user experience. Of course, you can include many
other metrics. It always depends
on the level at which you operate or want to operate SEO and how
strong your competition is. That means the more crass
level you're currently doing SEO at, the more metrics you'll add.
But these values are sufficient for a simple SEO concept and,
as already mentioned at the beginning, it makes sense to do the whole thing in an Excel
or Google table/Google spreadsheet so that you can easily compare everything
with each other.
So that's all very nice now.
You have your domain in there, you have your five competing domains in there, you
have these comparative values – what now? Now, of course, it is about the
interpretation of these values. That's what it's all about. We can now see: this is where we are strong and this is where
we are weak compared to the competition. But of course the whole thing is just
a comparison from the mountaintop and doesn't care about the details.
This is just for now to form a basic SEO concept
where we need to improve.
Now it's not like: oh, we should
create this specific page. So what is dangerous now, at this point, is:
you have this chart and your biggest enemy is now (as in
normal life) the comfort zone. And in the SEO field, like in everyday life, she gets everyone. What happened: When you're tech-savvy and you
love tech, all you do is tech. If you like and
love content, you just make content. If you love link building,
you only do link building. And this is the ultimate trap.
We don't want to get caught up in that. We really want to
look at and analyze this based on data: this is where we are strong, this is where we are weak and if we
catch up with the competition on a metric, then this metric is handled for us for the time being.
Then we're there and don't worry about it again, let's say we
load as fast as the competition and now we're trying with huge effort to get
another 100 milliseconds out. No no no, no no no,
no no no, no! So, when it comes to the interpretation now
, let's go through it again according to the basic building blocks.
So content, links & user experience.
Point 1 is content. We look at:
What are the top pages of the competition? Do I also cover these
keywords and rank here too? That means we jump into a tool like
Ahrefs (actually any SEO tool can do it) and look at our top pages.
(In our case it is these) That is, “What is SEO?”
This is the page that gets the most organic traffic,
then the homepage, then shop, backlinks, WordPress SEO, SEO copywriting, and so on. We look at our site: Do we
already have these sites and do we already rank these sites? If no, then we either need to
create (if it doesn't exist) or revise that content.
That's the simplest measure.
As I said, SEO is not that difficult
if you just approach it systematically. Then, the point on the left. So the question I ask myself is: Do I
have comparable domain authority compared to my top competitors.
As a reminder: if we are a specialist, we only compare ourselves to specialists
and preferably only to similar specialists. If I have a comparable
domain authority there, then increasing domain authority
through backlinks is not my focus. If not, then of course we want to
build backlinks. By the way, there is a video
where I show 7 very simple tactics on how to build your first backlinks. Then we come to point three.
Just the user experience. So. First point is: Do I have a
comparable number of trademark searches? If not, then I'll take a look at my
marketing concept. Of course, it could also be that I haven't been on the market that long.
Or I look at myself: "Hey, should I expand my marketing measures?"
That can take place online and offline, of course. Do I have comparable user signals?
That was what we looked at before. Namely length of stay, bounce rate, etc.
If my user signals are significantly
worse, then it might make sense to commission UX testing to
determine what is wrong and why users are
not so happy with my website. In Germany there is the
provider rapidusertests.com, which makes it relatively easy to
carry out UX and usability tests for websites. Then: We also looked at the Core Web Vitals
, which means we look at whether I have comparable Core Web Vitals. If not, unfortunately that's a bit tedious,
I'll have to hire a dev who implements the recommendations from
Google Page Speed Insights for my website.
Of course, if I now have a small WordPress project,
it's probably relatively easy.
If I have a huge portal, then it will be significantly more work
and more expensive. And as you can see now,
thanks to this comparison table, you always know what you should currently be working on and where
the next levers are potentially. Of course, when you have more
metrics, you have more items to work on and you can
dig into the finer details, but for most simpler, smaller
projects, this comparison should suffice. Last but not least, we're
going to talk about the basic documents that you absolutely need to have a sensible
roadmap, where you always know, that's priority now, that's priority
now, I should work on that now and so on. That's three points again,
like our three basic building blocks. For one, the fundamental most important
document on the planet for anyone doing SEO is keyword research including
website structure planning and content strategy.
That means it might include a
tab with keywords that I'm interested in. Then there is a tab where
all these keywords are mapped to URLs, so that we know exactly, we cover this keyword
with this page and from this, of course, a content strategy
or an editorial plan is derived, which pages are to be written so that
we cover our keywords sensibly. Then, document number 2:
the prioritized SEO audit This is mostly divided into OnPage, which
means that it is now about HTML headings and such bells and whistles and
technology. Then it really goes into the details again, such as
loading times, URL management and so on. The practical thing is when I have these two
documents, then on the one hand I have exactly "What needs to be written or
revised so that it ranks better for content?" and I know exactly "What else needs to
happen technically on my website – on the one hand OnPage and on the other hand, it's really tech,
where you might need a dev." And the third document, which we
've actually already worked out in a way at a low level
, is a competitor analysis.
By the way, there is a video where I explain at which levels it makes sense
to compare yourself with the competition. But of course we need a
competitive analysis that we can update regularly so that we can always see: are
we catching up with the competition or not? So yes, on the one hand, the
rankings for our keywords tell us where we currently are, but it is important to
also have a document where we can see : We are open to the competition in terms of loading time, in terms
of the indexed pages
so are we in a similar area, from the domain authority
we are in a similar area.
The rankings basically tell us nothing.
They don't tell us what's wrong. But these comparison metrics tell
us exactly where the problems are. And these documents should
ideally be worked out at the beginning and then continuously updated (depending on the level at which
you do SEO). They are your ultimate roadmap and always show you "Where am I currently and
what must the next steps be?" Thank you very much for watching
and I hope you enjoyed the video.
Until next time. Bye!.
