Search Engine Optimization describe measures that pursue the goal of placing websites as high as possible in the organic (unpaid) search result pages of well-known search engines, such as Google.
The overall objective of improving the visibility in search engines is to increase the traffic on your own website.
The approach to search engine optimization can be divided into two main pillars: Onpage optimization and Offpage optimization.
Onpage optimization describes website related, i.e. internal adjustments. A higher ranking in the search results can be achieved with the help of technical, content-related and structural improvements of the own web page. Content-related optimizations include the creation of relevant, up-to-date and high-quality content (unique content) as well as the selection of the right keywords. Technical optimizations should, among other things, ensure that this content can be used properly by the user. Structural optimizations also include, e.g., setting internal links.
As the second important pillar of search engine optimization, Offpage optimization comprises measures for improving search engine rankings that do not depend on websites, i.e. external measures. This includes the number and quality of backlinks, which have a decisive influence on the reputation of a website.
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