Search engine optimization

By ranking high in the search engines, you want to increase visitor numbers; this is also known as search engine optimization. You are looking for an online marketing partner to advise you on this, take parts of the work off your hands and ensure sustainable growth.

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At Convident, we have a lot of experience with search engine optimization and all other forms of online marketing. We like to think along with our clients and can also provide technical support if necessary. The ideal combination for a successful website or webshop.

What is search engine optimization?

Search engine optimization or SEO means optimizing a business owner’s website or webshop for better findability. Optimizing your page aims to rank higher in the organic search results in search engines. There are a number of different common search engines. These include Google, Bing, Ask, Baidu, DuckDuckGo, Ecosia, Lycos or Startpage. In the Netherlands, however, about 95% of internet users use Google as their search engine.

So when we talk about search engine optimization, we often mean optimizing your platform for Google. Google’s algorithm determines how websites and online shops are ranked in its search results. Knowing exactly what this algorithm entails is impossible. Partly because it contains hundreds of different factors, all with their own different weighting factors. Moreover, Google likes to keep its algorithm a secret from everyone. Fortunately, we hold a lot of knowledge and have mastered various search engine optimization components to optimize your website or webshop.

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"Rise in the organic search results with search engine optimization"

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What does search engine optimization consist of?

As mentioned above, search engine optimization contains all different components. However, these can be divided into the three pillars of search engine optimization:

  • Technical optimization (SEO)
  • Content optimization
  • Link building

What is technical SEO?

In technical SEO or technical search engine optimization, the focus is on the technical aspects of the page. The technology behind this environment is very important because it is what makes or breaks the content. Without strong technology, Google will not show the site or will show it very low in the organic search results. So as a business owner, you may have developed very relevant content, but if the technology lags behind, the content will not be shown to the internet users. Often the search engine optimization process also starts with technical optimization (SEO). Because let’s be honest, when was the last time you made a purchase or quote request via a slow shop?

Technical SEO will ensure that various technical aspects are identified. These include loading speed, security or redirects. In addition to its online marketing department, Convident also has a web development and support department. The cooperation between our departments allows us to ensure a targeted approach to the search engine optimization process. For instance, our specialists from the web development department ensure that the technical SEO is rock-solid. Convident clients are therefore always one step ahead of the competition!

More information?

Would you like more information or are you convinced that Convident is the online marketing partner you need? Contact us by phone or email!

What is content optimisation?

Content optimization or on-page SEO focuses on optimizing the texts, images and other components on the site. A website already contains a large number of different pages, categories and other archives. A webshop contains hundreds of different products to optimize. So content optimization can be a big job, but with the right plan of action, it can also be very profitable. We see it as one of the building blocks. Interesting and qualitative content not only ensures better findability but also makes visitors stick around longer. After all, optimized content allows website visitors to find the answer to their question. Google, through their clever algorithm, notices that web visitors value this answer. Google’s goal is to give the right answers to questions. If your site delivers these answers, then you come out on top. But how do you make sure you give the right answer and what does Google pay attention to?

Content does not only consist of textual pieces. It also consists of images, videos, listings or tools. Nowadays, technological advances mean there are more options for making content more comprehensive. For instance, interactive images are being developed, there are special sliders that determine the amount of a mortgage or graphs in which the user can apply his or her own filters. All content aims to make it as easy and user-friendly as possible for the user. Therefore, when creating content, write for your website visitor, and make sure the content matches the visitor’s search query.

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In addition, it is good to keep in mind that you optimize content not only for your visitors, but also for the search engines. Search engines read the content first and then determine for which internet users this content is relevant. Search engines do this by using ‘Natural Language Processing’.

Natural Language Processing, also called computational linguistics, deals with the interactions between computers and human language. Search engines need this to process and analyze large amounts of natural language data (content). Through this, Google knows what the information on your page is about. It will then analyze whether the website visitor also perceives this information positively. If this is all good then you will rank high in Google and receive organic visitors.

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By optimizing the content, search engines and visitors are going to value the written content more. A higher rating will lead to an improvement in authority of the page. High authority helps in achieving a good position in Google. Some more things to consider during content optimisation:

  • Optimization of the HTML headings in your content (H1, H2 and H3)
  • Unique and relevant written content (watch out for duplicate content)
  • Use of the correct keywords
  • Readability of content
  • Optimisation of images

"Link building is also a very important part of search engine optimization"

What is link building?

Link building is a very important part of the search engine optimization process. Link building is all about placing links to your content on external websites. Entrepreneurs often see link building as a somewhat vague concept that takes a lot of time and energy to implement. That is why it is regularly neglected, which is a real shame for your search engine optimization. Through link building, you ensure that search engines rank your page higher in the organic search results of search engines such as Google. But how does link building work and where do you place your backlinks?

In link building, our online marketers place links on external websites. These links should be relevant and qualitative for the business. A relevant link means that a link is placed on an external website that your target audience(s) can interact with. The external websites are active in the same field or post content related to your products/services. Placing a qualitative link means placing it on an external website with authority. The authority of these external pages is analyzed by our online marketers. They look at domain authority, spam score and relevance to your company. But where are these relevant and high-quality links placed on external websites?

The best backlinks are links that Google cannot detect that you are actively engaged in link building. However, you still want to grow your backlink profile. Therefore, it is important to find a balance between the quantity and quality of backlinks. At Convident, we use three methods to place backlinks. Read on below to see which ones.

1. Link on the homepage

Where, so on what page, your backlink is placed affects its value. A link on the homepage of an external website has enormous value because visitors immediately see your link when they arrive. Moreover, the homepage is often considered the most powerful by search engines. However, it is rare in practice that a backlink can be placed on the homepage of an external website.

2. Link in the form of a blog

At Convident, we prefer to place a link on an external website in the form of a blog. With a blog, certain topics relevant to your business can be discussed in depth. Visitors to the external website can read your blog, get interested and click through to your page. Moreover, preferably several backlinks can be applied in one blog article.

3. Link on a partner page

Nowadays, many websites or webshops contain a so-called partner page. Partner page is a page on your website that is actually somewhat hidden. Because entrepreneurs often know that link building is incredibly important, they create a partner page to place backlinks. This partner page simply consists of a list of hyperlinks that redirect the user to other websites/webshops. Links on partner pages are less in value, but can certainly add to the strength of your link profile if there are large numbers.

The importance of search engine optimization

With the right approach, search engine optimization can be very relevant to your business.

Why is it important?

Within search engines, there are several ways to get visitors to your site. This is made possible by the organic search results and the paid search results of search engines. Google’s paid search results are shown at the top of the search results page, followed by the organic search results. To display a website or webshop in the paid search results, you need to set up advertising campaigns that require payment to Google. Search engine advertising (SEA) is a short-term means of generating traffic. Search engine optimization, on the other hand, is a long-term means of generating traffic. Moreover, it is tactical not to focus only on one way of generating visitors to your website/webshop. Search engine optimization combined with search engine advertising results in a stronger business model.

As can be read, search engine optimization contains numerous possibilities. Where do you start, what is most important in SEO and which part gives the most return? These are all relevant questions and certainly difficult to answer just like that. Because for a good search engine optimization strategy, you need to tackle all parts and not just implement one extensively and ignore the rest. It can therefore be more efficient and therefore more profitable to outsource search engine optimization. Fortunately, Convident’s online marketers have the knowledge and expertise to develop a solid search engine optimization strategy for your company. Together with you, we look at what SEO issues are already going well within the company and what issues can be improved. At Convident, we also find it important that our clients understand what is happening on their website/shop and therefore know why it is important. So we also like to give advice to our clients and try to make sure that he/she can also assign or perform search engine optimization activities in the future.

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