Can I learn about SEO here?

SEO concept: these are the most important building blocks

B: Today we're talking about the SEO concept. Basically, it's about how you plan your overall SEO success. Plan systematically once. And there we have three core problems that we keep encountering. And we would like to describe our approach to you. This is what it looks like. # 00: 00: 37-2 #

Q: This is what it looks like. So for one or the other there might be a little surprise when we deal with the problems. Because they are probably not the ones you usually run into in the field of SEO, I could imagine. Because I always find that we're also a little bit different now for the episode / topics that are being discussed out there, those are not necessarily the ones that are really important at the beginning, yes. I mean, load times and SEO, for example, are also always a very popular topic in the SEO scene.

But these are real things that you can save for later. Sure, you need a good loading time, but you first have to take care of the base, take care of the foundation. Yes, and there all these topics, which are being discussed on the platforms at the moment, can cloud the view a little, I think, on the things that should actually be dealt with first. And let's talk a little bit about that today. What problems do you have when you start and, yes, what can you do to strategically tackle SEO, tackle the topic of SEO. # 00: 01: 41-5 #

B: I think you always notice that. So we recently discussed CTR optimization. It's really like that, yes, it's just an advanced topic, in quotation marks, or for the SEO scene. And I think you listened out a bit, you shake your head about it sometimes, because we often notice in everyday life that many people simply lack this basic strategy, i.e. the basic timetable.

And that is what you work out with an SEO concept. And from our point of view that is really THE lever so that all the energy afterwards really goes in the right direction. Yes, and that's why we decided to talk about the three, yes, core topics or core problems and our approach. Yes. Let's jump right in, right? # 00: 02: 30-8 #

A central keyword set is missing

Q: Yes, very much. So the first problem is that there are often no keywords to optimize for. Yes, so that you might / that, yes, the person responsible for the website might have a rough idea of ​​the topics for which you want a good ranking. Often it is also the case that you check the Google results yourself a little for the product names you have or, no, if you have any special names, that you look at how we stand on Google because that could be our customers are looking for.

But there is no strategy behind it and, above all, there is no completeness. Yes, so there is no complete overview of all the search terms that customers could potentially search for. Yes, and somehow / sometimes there are also wrong terms in it, so wrong in that there may also be synonyms that are also searched for in other areas that are not at all relevant to my business. Yes, well and yes, because it has not been professionally researched, that means that there is no search volume behind the terms. That means there is also no prioritization.

This means that online you also have no feeling for which areas there is which demand. Yes, that is often in B2B companies, of course the sales department has a feeling for where you can sell your products well. But online there is actually no feeling for which search rooms, with which terms, there is which volume. And yes, what makes customers tick, no, and what they're looking for. That is // a little often the problem. # 00: 04: 10-7 #

B: I also think // well it is often so brief, no. Then a keyword comes up and behind it there is a whole search space with I don't know, fifty, one hundred or several hundred terms, which overall are really connected with a large search volume. And then to do some deep research and understand that, that's often missing. # 00: 04: 35-6 #

Q: Yes, or it is the case that you just doctor and work around on a term that is actually not that much in demand. Or, often the request is made by yourself, yes. So the company itself is often looking for this one term and the competition also often looks for this one term, because these are also technical terms. But the customers aren't looking for them, yes. So she's looking for other terms. # 00: 04: 58-5 #

B: Very simple terms, often, no. You notice it again and again, no. And I think what is behind it, of course, is that for a reasonable keyword research in depth and in keyword analysis you need tools and you need experience to research it really quickly. So or to research systematically. And then there is simply a very classic / it is also a classic question of know-how, isn't it. Which SEO tools do we use, where is the database good? That's what you're always dealing with. What do these tools actually use? Do they deliver useful results and, yes, can we systematically research and process keywords for them? # 00: 05: 46-0 #

Q: Exactly. So just as an example: Which market do I want to play in? It is very important when choosing a tool because the tools have a different database depending on which country you are in, no. There are tools that are absolutely great for the German area, totally great, but many companies are on the move internationally and you need other tools that then provide better data. And that is of course difficult to distinguish and differentiate and then to make a selection. And the tools also cost money, no, so there is often a reluctance to free up a budget for them first. You don't even know exactly what the tool will bring you then. So there is often a lot of uncertainty, yes. Exactly, that's one thing. But from these keywords an architecture for the website develops, right? # 00: 06: 34-9 #

Website architecture is not geared towards SEO

B: Exactly. And that is, so to speak, the second topic. Many companies invest in their website, and it is often a very good advertisement. So we have a good design. A lot has been put into it, in terms of the layout. That looks good. And one is proud of the website, too, and rightly so, yes. But it just has nothing to do with SEO properly, yes.

Often there are product pages that have been created. And on the product pages there is also a bit of text, for example that was once produced. And then you know, yes, okay, but somehow we maybe want to do a few more topics around it. And somehow with SEO, we also need more extensive, holistic content.

Then a blog or a magazine is often attached, it is now called. And that's where articles are published from time to time. And that is often the starting point. And what we mean by architecture is that we have researched and systematized all of these keywords, once we have systematized them, so that they get their place on a website. And that's often not there yet. There is no architecture in the sense of saying: Ah, okay, we have so many sub-pages and that is where the keywords come in, but it's just a classic figurehead. And, yes, and this architecture that we need doesn't exist yet. Because afterwards the customer then somehow enters two or three search terms and we want to be at the front with a certain subpage. And then, as a rule, none of this is given. # 00: 08: 17-9 #

Q: Yes, it is often the case that the structure is also dictated to a certain extent by the search terms. And the experience that we have made is that it is actually quite grateful that you finally have a performance approach for your content marketing that shows you a bit the way the page is structured afterwards , no. But we're going to go on it in a moment. We still have a third problem. # 00: 08: 40-2 #

B: Very briefly: I also think that there is often always a bit of frustration involved, no. Because the website usually cost a lot of money, of course. And then, when it stands, then comes this question: Yes, and what does that bring us now? How do we get visitors on it now? Yes, at the beginning it is like this: Yes, we need a good, stylish, modern website that also works on the go, for example, all these requirements. But when that is there, then at the latest it will be like this: Yes, but now / we want to have visitors on it, yes. And we often feel this frustration, no. And the thing is chic, but how do we get a revenue lever on it, yes. And that's kind of the crux of the matter. And then you just go into the architecture. # 00: 09: 26-8 #

Q: I think it is also right. So the question is rightly asked, also often by the management: Yes, what do we do with the site now? It was expensive. Yes, what is happening now? And on the other hand you also need a basis for the budget, I think yes. So if you release employees in marketing and not release them from the labor market (laughs), but instead release them to work on one side or hire or release the budget for it, then there has to be a plan on the table: What are we going to do with it now , Yes? And then somehow I find it a little too little to say, yes, then we'll do a magazine, like that. Without a performance approach, no, well. Rather, the question must also be able to be answered, what do we want to achieve with it? What kind of visibility do we want to get with it? Visitors and maybe even leads and sales afterwards. # 00: 10: 14-4 #

B: Yes, and how do we measure that too? # 00: 10: 16-2 #

Q: And how do we measure it? And such a concept is incredibly helpful and important that you say: This is our battle plan for the time being. That is the direction we would like to go. This is really super important. # 00: 10: 29-3 #

Missing content design

B: And the third point, we can actually add that very nicely. Now you said earlier: So, yes, a blog. A lot of people say, ah, okay, if we do SEO now, we're going to make a dead end and pour a lot of text into it. And this text is somehow supplied by someone. And then you already notice that everyone is pulling together like that, yes. So what do we do now? How do we get these keywords into the website now? And we still have the companies, that is usually the case / We also work for branded companies, yes. There is also a lot going on there / that is highly political. How do we communicate with the outside world? And how would we like to be visible in the market or present ourselves to the outside world? These are all these questions that come together. And in the end it often happens that there is no real one, we call it content design, yes. So what does a single subpage look like then? How is it structured? How do you get started? How is the middle part? How's the end, yeah? And how do I get keywords in and at the same time also my brand topics? And that is what is also often missing. And then you sit there and say: Yes, how do we take the term now and put it in an H2 heading, right? No, so. (laughs) # 00: 11: 51-2 #

Q: So technical then, right? So SEO text approach, yes. # 00: 11: 54-6 #

B: A little. And no, at the same time there is also the problem that you really don't know how to approach a single topic now? And for that, yes, there is no structure. There is no template according to which I work off a single subpage or a single topic as a content manager, so to speak. And that's the third big problem. # 00: 12: 15-5 #

Q: Yes, funnily enough, SEO stops at some point beforehand, no, so with many. So keywords okay, architecture, mhm, maybe still, but ultimately this third part, which, as you said, is often the most important politically. That people or that the companies say - not just brands, but all companies say - yes, but nothing can go on my side. That must also look like something. Our company spokesman, our corporate identity, our color spaces, no, our design has to take over that. Well, that doesn't stop there, but I think you have to think the process through to the end and say: In the end, the finished result has to be on the side. And that has to be conceptually covered right up to the end. That one says: This is how it will look afterwards, the result, no. So if that is missing, then somehow a piece of the goal is missing on the home straight, so to speak. # 00: 13: 09-4 #

B: Yes, those are the three core problems that we see. Now let's go over or further and - we always say over because we always have a mind map (laughs). And on the mind map, it's on the other side, so to speak. That's why we always say over. But actually it's “let's go over to the solution corner”, so to speak. And the first topic is yes / we said there are no keywords. And the solution, or our approach, is that there really is a central keyword list. Fabian tell me. You are the one who creates it, who researches it and does it. # 00: 13: 45-9 #

Q: Yes, this is a central working document, yes, it is created by me as part of the SEO concept. This is a finished Excel spreadsheet. It may actually be that there are thousands of terms in it, all of which are relevant to the company and the product. And these terms are not just there in alphabetical order, they are clustered. They are arranged thematically. Behind this is the search volume, in the best case even the prices that you might pay with Google Ads if you place ads for it. Just to get a weight, how important are these terms? How important are the individual topics? If you classify the terms in topics, then this total search volume also results in an importance for the topic. These are often very exciting findings. Which topic is asked how often in the market?

This is the basis for discussion that you can talk about, so that the customer then says: yes, but, no, the topic, it does not fit professionally, yes. Also to delimit things. Simply that you once have a central document that covers the entire search area of ​​the company, which you can discuss and from which you can then derive further steps. This is extremely important. It is a lot of work to first research that, as we have already said, about the tools, for example, and work it up. But once you've got it, a lot of it emerges for later too. // This is very important. # 00: 15: 16-1 #

B: That is the basis on which we then say, for example: Okay, we would put energy into these subject areas because we see great potential there. Or no, how is the competition? So on this database you make decisions, which then also include all of the working time and energy. And a central document / and the Excel table - I always have the impression that I don't know, maybe it's just because I'm the content person here - Excel tables that don't flash me like that now, yes (laughs ), so I'm always happy that you do that. And when it's finished and then discussing it and evaluating it and thinking about it, I have fun again. But driving around in Excel, there I am, yes, I don't get that out of hand and I don't enjoy it that much, // to be honest. # 00: 16: 15-5 #

Q: You also have to // develop a certain passion for. I've also dealt a lot with databases. In the end it is nothing more than a database that you fill in, structure and sort, simply to get clarity afterwards. And yes, I enjoy it. I have to say quite honestly. I enjoy having this clarity in front of my eyes at some point, so that I can simply prove everything with arguments that, no, we have just said: Often the search terms are not that clear, and they just feel that way , no, what a felt reality. And then reality becomes plastic and real. And then you can say: No, sorry, but there aren't that many searches in this area. These are different areas, different topics. And that also helps in the discussion about the content and the architecture later, so that this timetable can also be argued. That they say: We actually have to work in this direction so that we have the greatest effect on the company. # 00: 17: 10-9 #

B: Exactly. And the next step is this architecture that we are developing.So what do we do with all these keywords now? For example, do we pack them on ten sub-pages and then have ten different topics and each topic covers so many keywords? Or will it be fifty or will it be a hundred? But we then develop a / Or do we also take the existing structure and then work into this existing structure.

Perhaps there are already sub-pages that are already ranking quite well. We don't know that. You always have to look at that, depending on the project. But basically an architecture develops from this, where we say: Okay, we now have our, yes, areas, our sub-pages, and we then work on them. And through the keyword list, we can then estimate the search volume: Is the topic large, is the topic small? What kind of business relevance does this have for the company? That is also a super exciting question. If you say, yes, we are now making a very high margin, yes, then maybe we'll start there too, yes. And then we just develop this architecture. And that's something completely different from saying, for example, yes, we do two blog articles every week. And then all of a sudden we have such a huge salad, yes, and actually don't even know what it was. And we advocate saying: A subject area, so to speak, a subpage, and then you have a set of subpages and you work on them. They are also optimized towards the rear. # 00: 18: 52-1 #

Q: Yes. Well, they can be optimized much better than on a blog that contains a thousand articles, no. Because it is simply a limited set of content that you have there and that you can optimize again and again. One point that you mentioned is also particularly important to me. It all sounds very structured and restrictive now. But it's quite the opposite, it also gives you a lot of freedom and also the freedom to say: We already have three or four pages, no, they might be ranking quite well. That you don't throw that away, but that you keep working on it, no.

That you also develop the existing page, which is already there, and not do everything all over again. That can also come out in such a concept that you simply refine the content again, no, on the basis of this keyword list. Yes, that is also highly individual, I always find what is being worked out. And it always has a lot to do with the customer's business, the company. What also happens very often is that the company and the specialist departments reflect that this topic is not relevant to us. The product cannot cover that at all. Yes, that means, you will also have feedback through this structured approach, which may exclude irrelevant traffic from the outset. Yes, that's a bit negative now, but in the end it is also a good result when you say very clearly, as you already said: These topics have a high margin, a high business impact, and we are helping , that's where we start. And these topics, which our product cannot cover at all, we take them out. This is only possible if you prepare in a structured manner, if an architecture is developed from the keywords that can be discussed again. Yes. Exactly. And that you can also monitor at the back, no. Wherever you can look, how are the rankings developing on the individual URLs and so on. # 00: 20: 44-8 #