Online Marketing SEO

SEO Tips – An Overview

To be assessed by search engines as well and land on the higher places in search results, a lot of things are to do. This includes the on page and off page optimization. Therefore, in this article some SEO tips are discussed. The following SEO tips are ordered according to their importance. That’s a personal opinion, based on own and other experiences. It can certainly be argued about the importance, because some factors have an equal status. For each point an estimation of the importance 1-10 was made. The value 10 corresponds to the highest priority, the value 1 to the lowest.

Onpage SEO tips

“Content is King” [Importance: 10/10]

Believe it or not, one of the really key principles in the page optimization is called: “Content is King”. This means that it really matters to create and publish good and unique content. Equally important is the regular publication of new content. Others would probably appeal first the importance of meta-data, sitemaps, etc. Although these activities are also a decisive factor, but without good and unique content it is considerably difficult to obtain good positions in search engine results.

The algorithm of search engines is much smarter than in the past. Factors like meta data (description, keywords, etc.) and backlinks (no matter from where) were a criterion for good websites in the past. Nowadays other factors are decisive. Search engines see the user at the center and want to offer him the best possible results. Therefore, especially content and its quality is evaluated. You as a user of a search engine want to get the right results with little effort, isn’t it?

Another important point that speaks for the importance of the content, are external links, so-called backlinks. Good and unique content is usually greatly appreciated by readers, or want this with other parts. Pages with good and unique content are automatically linked by others in the normal case, at best, even through social channels. The factor social channels is discussed in detail later (s.a. Offpage SEO tips). The factor content is also taken up again later, as it plays a crucial role for the off page optimization.

Internal Links [Importance 8/10]

What do you think, why internal links are important? This question is not related to the search engine algorithm, but must be considered in general. Probably it is a banal question, but in my opinion, every operator of a website should consider this. An estimated 99.9% of Internet users who are looking for specific information, are grateful by internal links or references to other content of the page. Because often the searched content is found through internal links. If you have other experiences, then I congratulate you and wish that it remains that way.

Nevertheless, it is necessary to link fitting the content. This supports the understanding of the content by the users on the one hand and on the second-hand by search engines. Since nowadays the user is at the center of search engines, a webpage with sensibly used internal linking get a better rating. The more you give the user a better understanding of the content the better search engines will understand it.

Meta-Data – Title, Description, Keywords, etc. [Importance 6/10]

General Meta-Data

Meta-data help search engines to categorize the content better. The meta-data of a webpage are located in the region of each page and provide information about the content. Basically, the title (<title& gt; tag) is inserted. The title should have, at best, a maximum of 65 characters, otherwise it will be truncated in the representation of search engine results. Of course, it is not always possible to adhere to the length, but it should be tried.

The description belongs in the . With an overall length of 156 characters the representation in search engines results is truncated. Both in the description, as well as in the title the most important keywords should be used. If the length of the meta-data is exceeded, you should try to put the keywords in the front area.

Another meta tag is destined for the keywords: . All keywords are separated with a comma. In earlier times, the meta-tag was a crucial factor for SEO. From other sources and in consideration of other sites with good SEO settings, the HTML tag is missing completely. Google and other search engines seem to ignore the meta tag information and it seems that they almost put the information out of the content. Some SEO analysis tools indicate that the meta tag is missing. Because I am not 100% sure if an entry is really necessary, I would simply recommend to set the keyword meta tag. The cost of the installation is relatively low. The meta tag is also build in this webpage.

Social Meta-Data

For social media channels some different data has to be installed. The marks (1) in the HTML code conduct comments on (1) and breaks a comment (2). The comments in the following code are placed so that you can copy the code with some information to the tags.

<meta property="og:locale" content="de_DE" /> 
<meta property="og:type" content="object" />
<meta property="og:title" content="{title}" /> 
<meta property="og:url" content="{URL}" /> 
<meta property="og:site_name" content="{title of the webpage}" /> 
<meta name="twitter:card" content=summary/article" /> 
<meta name="twitter:title" content="{Title}" /> 

The values property=”og:[type]” are for Facebook. The og shortcode stands for Open Graph. Twitter probably speaks for itself. If you have not set this meta-information, I would advise you to set them. The cost is extremely low and can help much for the small effort. On the websites of social channels more information can certainly be found.

Alternatives For Different Languages With The Same Content

If you manage a website with different languages, then it is surely necessary that the alternatives of the languages with the same content is marked. The reason for this is an exclusion of duplicate content. Imagine for a moment that you would manage a website that represents a brand and the associated countries to the brand. The contents of each country are relatively identical and may have the same languages, e.g. USA and England. Now the english version for the United States has exactly the same content as for England. Search engines view this as duplicate content and penalize it. With the meta information of the language alternatives on multiple content will not be punished.

<link rel="alternate" hreflang="x-default" href="{general URL}" title="{general title of the weebsite}" />   
<link rel="alternate" hreflang="de-de" href="{URL of german page}" title="{title} Germany" />
<link rel="alternate" hreflang="de-at" href={URL of Austria} title="{title} Austria" /> 
<link rel="alternate" hreflang="en-gb" href="{URL to England}" title="{title} England" />  
<link rel="alternate" hreflang="en-us" href={URL to USA} title="{title} USA" /> 
<link rel="alternate" hreflang="de" href="{URL to the german version}" title="{title of german alternative}" />
<link rel="alternate" hreflang="en" href="{URL to engl. variants}" title="{title of engl. alternative}" />

Even if only language alternatives are used, for example english and german, the alternatives should be marked as meta information. The alternate URLs have to be the exact URLs to each page. It is not enough to provide the general URL of the individual variants. This would be a wrong entry.

Page Speed Optimization [Importance 6/10]

In my opinion, the Page Speed optimization is an extremely important part. Although the importance is ranked lower than other listed SEO tips, but it should not be underestimated. The loading speed of a website depends on many factors and the optimization is an individual matter. However, there are certain things that almost always have a positive impact.

This includes the compression of images, CSS and JavaScript files. The provision of CSS rules and other scripts at the bottom of the HTML-code also help. Another way to increase the speed is the loading of the files after the web page has been loaded (the DOM has been completely build). The tool Pagespeed Insight can certainly help you to optimize the speed of your website.

Off Page SEO Tips

The following SEO tips deal with the off page optimization. These SEO tips are relatively general because they could be used for every webpage. The published advises for the off page optimization give some hints for: what can I do to get positive impacts and want should I NEVER DO. Basically, the off page optimization is about collecting backlinks from other webpages. The more quality backlinks a website has from other webpages, the better and more credible the website is evaluated. The focus must be on really high quality backlinks. A high number of backlinks is simply not enough. The author of each backlink plays a decisive role. It should not be forgotten that backlinks can have both positive and negative effects on the ranking, too. In the first part problematic cases are being discussed and then suggestions are made, which should have a positive impact.

Problematic Approach – DON’Ts

As mentioned above, it did not matter from where comes an external link in earlier times. This was changed a long time ago (years in SEO history is a very long time). Therefore, you should never use techniques such as link farms or other dubious offers. I also would not recommended to use a so-called automatically generate backlink-system. Mostly this leads to bad results and a website which is using such techniques is possibly listed as “bad” website. This undo is associated with a very high cost. Although building quality backlinks is much more complex, but it is more worthwhile than risking a bad classification.

So called bots which creates comments, forum entries or similar post somewhere are parts of automatic generation of backlinks. There are two things to note here. The punishment by search engines here relates not only to the own website, but especially the owner of the website will be punished. The operator of such a website will delete the auto-generated entries, so he will not get punished. Be careful because the algorithms of search engines are very good, it will be easy to detect such cases for it.

Good Practices

The automatic generations of backlinks is really the wrong way. But there are other ways. Although they are much more complex, but help enormously in my opinion, not just in the SEO field. If you adhere to the following SEO tips, not only the SEO will get better, but probably also the reputation of the website or the author using this practices.

Previously I spoke in the on page optimization of the importance of the content on your website. This is also true for external content. It is really very important to place good external content. To this end, it is often necessary to have good contacts with other webmasters, bloggers or other website operators. For example, it would be easier to post guest posts on the topic of your website. While the effort for a guest article is not quite low because the contribution should not only scratch the surface of the topic, yet it is a really worthwhile effort. With the use of guest articles you can first distinguish yourself as a writer and second get a backlink to your website. If you have no or only a few good contacts with other website owners, you should take care of it slowly.

In addition to guest articles, forum entries help to strengthen your position, too. If you answer questions and solve problems that are suitable to your topic, this also strengthens your own position and its own website. These few SEO tips for off page optimization are already helping tremendously. However, before you venture out to the off page optimization, your website should even have good content and good on page optimization settings.


It is easy to see that SEO is a fascinating subject, while also consuming if you want to have good results. To achieve good results, it is firstly necessary to stay always on the ball. This includes well-prepared content, and secondly, it is necessary to keep the current methods and practices in mind. What is true today may tomorrow be wrong. So be every time up-to-date. More SEO Tips can be found in the PDF Search Engine Optimization Starter Guide.