website success guide … · content. foreword ..... 2 introduction..... 4

i

WebsiteSuccess

Guide

Content

Foreword 2Introduction 4Point 1 Optimization goals and KPIs 6Point 2 Do I supply products or information 7Point 3 The market 8Point 4 Target group 9Point 5 Branding 11Point 6 Increase visitor flow13Point 7 Increase conversion rate14Point 8 Keyword strategy 15Point 9 Monitoring the goals 17Point 10 Determine and observe competitors 19Point 11 Strategic competitor analysis 19Point 12 Competitor research 20Point 13 Starting in competition 21Point 14 Google updates 22Point 15 Keywords 24Point 16 Finding the right keywords 25Point 17 Short tail keywords 27Point 18 Long tail keywords 27Point 19 Tools for keyword research 29Point 20 Export keyword data 33Point 21 Keyword databases 34Point 22 SingularPlural synonyms special characters 35Point 23 Google Suggest as keyword source 36Point 24 Own keyword set 37Point 25 The ranking 38Point 26 Ranking data in the Google Search Console 41Point 27 Ranking fluctuations 42Point 28 Keyword focus 43Point 29 Website hosting 44Point 30 What is website hosting 44Point 31 The domain name45Point 32 Finding a suitable host47Point 33 With www or without www 48Point 34 HTML 49Point 35 Edit HTML code 50Point 36 Format HTML code 51Point 37 Meta tags53Point 38 The title tag 53Point 39 The description tag 56Point 40 The robots tag 58Point 41 The language tag59Point 42 Optimize images 61Point 43 The alt attribute 61Point 44 File name 63Point 45 Image size 63Point 46 Image dimensions 64Point 47 Prevent images from appearing in image search 65Point 48 Website architectureaccessibility 65Point 49 URL structure 67Point 50 Redirects 69Point 51 Status codes 71

Point 52 robotstxt file 73Point 53 Sitemapxml 76Point 54 htaccess 80Point 55 Redirect from ldquowith wwwrdquo to ldquowithout wwwrdquo 81Point 56 Protect your own images 82Point 57 Forward an old URL to the new URL 83Point 58 Structured data 84Point 59 Markup with Schemaorg 84Point 60 Rich snippets85Point 61 Data Highlighter89Point 62 Content optimization 91Point 63 Text enhancement 92Point 64 Duplicate content 95Point 65 Canonical tag 96Point 66 H-headings 97Point 67 Text highlighting 98Point 68 Performance and how to minimize response times 99Point 69 Optimization of the source textpage content 99Point 70 Optimization of the stylecss 100Point 71 Optimization of the JavaScript files 101Point 72 Server amp hosting 101Point 73 Minimize file size 102Point 74 Links 106Point 75 Hyperlinks 106Point 76 Internal links 108Point 77 Internal link texts110Point 78 Number of internal links 111Point 79 External links 112Point 80 Link building 112Point 81 Content marketing 114Punkt 82 Shopping 116Point 83 Special features of the shop systems 116Punkt 84 Individual- vs standard software 117Point 85 Order process and payment 118Point 86 Category pages 118Point 87 Pagination 119Point 88 Objective ratings 120Point 89 Content Management Systems 120Point 90 Community 122Point 91 Create a blog with WordPress 123Point 92 Create a blog with Blogger 126Point 93 Successfully market the blog 127Point 94 Web tracking 128Point 95 Integrate Google Analytics 129Point 96 Create e-commerce tracking 132Point 97 Conversions 133Point 98 AB and multivariate tests 136Point 99 Usability 137Point 100 Mobile optimization 140Conclusion Love Your Website 141About the authors 142

2

Foreword

ForewordThe work of search engine optimizers is subject to constant change Google claims to be changing their ranking algorithms at least 500 times per year to improve the quality of its search results Many of these so-called updates are not announced in advance and they are often on-going A clean on-page optimization of your website is therefore the basis for sustainable search engine optimization - just like a house a website needs a solid foundation

You should optimize your website carefully so that Google and other search engines can crawl it efficiently clearly understand its content and ultimately better assign the website to specific search queries

In addition your website needs interesting high-quality content that encourages visitors to stay on the page and potentially recommend it for example by sharing a link In the past search engine optimization was aimed primarily at search engine ldquomanipulationrdquo The focus was never really on the user - the aim was usually to try and exploit gaps in the algorithm to achieve better rankings for your website At the end of the day search engine optimization is not about optimizing your website for search engine crawlers but for the users of the websites Google can now accurately measure how users interact with a particular search result On the basis of click behavior average time on page and analysis of further search behavior reliable conclusions as to what is really best for the user can be drawn which are difficult to manipulate

After all Google does not want the website that has the best SEO or the biggest SEO budget to rank in the top position but the one that gives the best search results to the user

However successful online marketing is more than the sum of all its parts You do not have to be a proven expert in every area to be successful online but you must be able to handle all the tools in the online marketing toolbox to achieve long term success on the internet To help you make your website even better we have compiled several tips to improve your chance of success Here you will find many pointers and practical tips from different areas of the Online Marketing Toolbox ndash SEO is meaningful and sustainable in interaction with all online marketing options

3

Foreword

Marcus Tandler

100 Tips for Website Success

The most important tip is the most simple but will provide the best results in the long run - LOVE your website

I wish you lots of success joy and passion for this exciting topic and of course an enjoyable and informative time with this e-book

Marcus Tandler

4

Introduction

IntroductionToday the internet fulfills a variety of functions We purchase items exchange thoughts become informed or we surf the web for entertainment purposes Search engines provide central access to the World Wide Web So that your website can be found more easily on the internet it should have unique content with added value a clean optimized source code and high-quality inbound links

With this handy e-book you will obtain detailed suggestions for optimizing your website that are easy to implement The goal is not only to achieve better placements in the search results in the short term but to optimize your website sustainably through better usability and stronger performance thus generating more visitors and increasing sales

In this guide we explain the most important website optimization terms and give you real-life examples and tips on how to make your website structured and informativeThis will help you to increase your websitersquos reputation and brand image on search engines The Website Success Guide is quite simple Chapter by chapter you can pick out the information that is useful for your business The tips that appear throughout the book will help you

5

Introduction

WHO IS THIS E-BOOK AIMED ATThe Website Success Guide is aimed at anyone who wants to improve their content and technical expertise It doesnrsquot matter if you have years of experience or if yoursquore just doing an internship in online marketing the contents of this practice-oriented e-book are equally suitable for ambitious beginners and professionals

COMPLETE BEGINNERThe practical guide will help you to get started in the topic of website optimization In 100 relevant points you will find numerous recommendations how to improve your website Donrsquot worry all technical terms and complicated issues are explained easily and understandably You will become a pro step-by-step even if you currently donrsquot know much about website optimization

AMBITIOUS NEWCOMERSAre you after a career in online marketing and would like to familiarize yourself as quickly and comprehensively as possible You can find the basics for SEO and Online Marketing right here This will give you an overview of the most important topics

THE COOL ADVANCED USERAre you already a professional in the areas of online marketing and search engine optimization We would still recommend this e-book to you as it could show you methods and alternatives that you may not have yet considered Make a checklist out of the plan This way you can better structure your work without forgetting important aspects You can always look up certain topics and get new ideas

AMBITIOUS LEADERSDistribute the Website Success e-book to your new trainees students or employees This will give them a great introduction into the topic of website optimization and will allow everyone to be on the same page with SEO basics This will make collaboration in the team significantly easier because you wonrsquot have to explain every technical term or situation again

Letrsquos get started Good luck with the Website Success Guide for sustainable successful website optimization

6

Point 1 Optimization goals and KPIs

Point 1 Optimization goals and KPIsA business without goals is like a ship without a wheel Every SEO or website operator should always set specific goals that can be defined using specific metrics These key figures are referred to as KPIs (Key Performance Indicators) Webmasters can use these key figures to determine the success of the optimization process or to assess other marketing measures

Without well-defined goals it will be difficult for you to derive the right measures for website optimization You should therefore set clear goals before starting your optimization Always keep an eye on the key figures and remember that you should set the goals individually for your business model A pure informational website for example may differ significantly from an online shop in terms of objectives

TIPIt is always advisable to set a goal for a certain period of time We recommend short medium and long-term goals Weekly or monthly reports can serve as an effective basis for checking the achievement of goals

7

Point 2 Do I supply products or information

Point 2 Do I supply products or informationYour business goals will depend on whether you sell products or provide informationAn online shop is geared primarily to the sale of products and the profit from this A possible goal for an online shop could be for example

ldquoIncrease the conversion rate by 5 in a given product categoryrdquo

Information websites may have different objectives Some websites want to earn money through advertisements while others only want to achieve the highest possible reach Both have the desire for more visitors in common A concrete objective would be

ldquoIncrease visitor numbers by 20 within the next three monthsrdquo In practice the goals of information websites with monetary intentions and online shops cannot always be clearly separated Ultimately both are about making money on the internet They differ only in the way revenue is earned While the online shop sells directly over the web services are often booked through request forms on information websites

Not to be forgotten are websites that offer services They are structured in a similar way to online shops and therefore pursue the same goal You would then have to consider with which

concrete measures these goals can be achieved so that the approach is on target

8

Point 3 The market

Point 3 The marketIn the classical sense the market defines the place where demand and supply meet In the online area this is not a physical location Users search via search engines for companies or suppliers who offer and sell the product Examples of such platforms would be Amazon or eBay but also any other online shop that has the product you are looking for

Your goal should be to find out if there is already a market for your products Are there any competitors Your job is to analyze the market and identify the competitors Determine how big the existing market is how it has developed in recent years and what potential can be expected Can the market still grow or is it already stagnating All this information is important to plan better later

You can also find a market or demand for an information website In the end your success also depends on how many other news websites there are already in your area

TIPIdentify your main competitors and watch them permanently Also compare the above-mentioned KPls with that of your competitors Competition enlivens business - thatrsquos often true

9

Point 4 Target group

Point 4 Target groupA target group usually consists of a collection of people with the same interests and characteristics Your goal is to filter out exactly the group of people who are interested in your products services or information How you successfully address your visitors or customers depends very much on the properties they have

Properties for your target groups could be for example

bull Genderbull Agebull Marital statusbull Interestsbull Educationbull Place of workbull Salarybull Course of studiesbull Hobbies

Defining your target group is an important prerequisite for later optimization measures You can only develop a meaningful optimization strategy if you know exactly what type of users you want to address

TIPCompile your team to collect all the characteristics of potential audiences Create a virtual test subject from the collected information that represents your target audience It will be worth it

10


EXAMPLE

You run a fashion blog and write articles about current fashion news The virtual subject could have

the following characteristics

bull Female

bull Between 18 and 30 years old

bull Resident in a big city

bull Wealthy

bull Interested in the latest fashion trends

bull Reads vogue and cosmopolitan

This will give you a better picture of your target group and you will be able to better understand

and classify the needs of your visitorscustomers This target group definition is referred to as the

lsquoPersonarsquo These are special user models which as mentioned above have certain characteristics

Personas are often worked out very concretely They often have their own names and their own

rsquostoryrsquo

11

Point 5 Branding

Point 5 BrandingBranding is the market development and expansion of brand awareness Branding is an important marketing tool and also plays a role in search engine optimization

Brands have an advantage in search engines because the trust of visitorscustomers in a branded product is stronger from a search engine perspective than with ldquono-namerdquo products Experience shows that a brand produces a lot of useful content is known is recommended by independents is accepted among consumersusers and does not spread spam

Tests also show that branding has a positive effect Branding is strengthened by the following elements

bull Brand colorsbull Formbull Fontsbull Logobull Brand name

One of the best examples of brand recognition is Coca-Cola Thanks to the unmistakable lettering the logo can be recognized from a long distance If people see polar bears they probably think a lot about the Coca-Cola advertising with the polar bears

Google has also classified Coca-Cola as a brand Enter ldquoCoca-Colardquo into Google On the right side next to the search results an information box appears with information about the brand

Fig 1 Web results for ldquoCoca-Colardquo (source Google httpwwwgooglecom)

12

Point 5 Branding

Branding should be an important goal for each of your projects Show your customers and the search engines that this is a strong brand But how do you build your brand Well thatrsquos certainly not done in one day By implementing recognition features and brand elements you can increase brand awareness Think about how your company can stand out from the competition and what marketing measures you could use for it This first step can be accomplished through a uniform corporate identity which runs through the entire website Use a company logo and bring the company name into the minds of your visitors and prospects You can succeed using classic marketing measures but patience is required Also Coca-Cola and Apple were initially unknown brands

13

Point 6 Increase visitor flow

Point 6 Increase visitor flowUnlike on the road high traffic on a website is welcome Traffic is the number of visitors to a web page Visitor traffic plays a major role especially for information platforms This is about reaching as many users as possible For a shop the focus is more on turning a visitor into a customer

An important goal should therefore be to increase the number of visitors to your site This means you increase the visitor frequency and maybe you even manage to get the visitors back to your website

The flow of visitors is a particularly important measure and reflects the use of the website There are different traffic sources Visitors who come from search engines are referred to as search engine traffic and brand traffic is often counted as the visitors who type in the domain directly in the browser In order to be able to reasonably analyze the flow of visitors you should give the key figure a temporal reference Frequently visitorsday or visitorsweek as well as visitorsmonth are counted

TIPTraffic is often used as the most important measure in the optimization of websites as you often cannot directly allocate the sales Include the measure traffic in your KPI list and watch the development BUT Traffic alone does not make a good website It is only the prerequisite for users to deal with their content

14

Point 7 Increase conversion rate


A conversion is the conversion of a website visitor into a buyercustomersubscriber When a visitor subscribes to a newsletter after a few clicks they are ldquoconvertedrdquo from visitor to subscriber so to speak

The conversion rate is an important measure of success in online marketing especially for online shops Conversions also play a role in search engine optimization albeit a downstream one The increase in the conversion rate could therefore be set as a secondary goal after increasing the number of visitors It measures the ratio of conversions to the total number of visitors coming through search engines Search engine traffic is significantly less costly than other traffic sources so customers can be acquired at a reasonable expense More detailed information about conversions can be found in ldquoPoint 97 Conversionsrdquo

15

Point 8 Keyword strategy

Point 8 Keyword strategyIn order to be able to optimize a website successfully and sustainably you first need the right keyword strategy Keywords are the terms that a user enters into the search engine to find specific information services or products

You can generally choose between two strategic directions The short tail strategy or the long tail strategy

Searches that usually consist of one word are referred to as short tail When searching for such terms it is often an information search or a search for explanations These keywords are highly competitive and usually have a high search volume and a high click price Optimizing for such keywords can be challenging and time-consuming as well as costly due to the high optimization effort

Long tail search terms are the opposite of the short tail and consist of several words

Fig 2 Search with only one word ndash short tail keyword (source Google Search - googlecom)

Fig 3 Search with several words long tail keyword (source Google Search - googlecom)

16


Since Googlersquos Hummingbird update Google has been able to understand more and more searches semantically So if you search for ldquoWhat do Manolo Blahnik pumps in blue costrdquo the search engines can now interpret that ndash the trend is moving from short to long tail

Now is the time to identify important keywords for your online business Place yourself in the mindset of the user After finding suitable keywords the challenge is to identify the keywords with the most potential These keywords are best used for targeting your website and for trying to improve its ranking How to research important keywords for this and how you should proceed will be covered in ldquoPoint 19 Tools for keyword researchrdquo

TIPYour keyword strategy does not have to focus exclusively on short or long tail It can also be a mixture of both This is your own keyword set It is important to identify which keywords will give your website the most visitors who are potentially interested in your informationservicesproducts

17

Point 9 Monitoring the goals

Point 9 Monitoring the goalsMonitoring is the observation control and evaluation of your website data Using visitor data you can analyze visitor flows as well as observe plan and optimize various key figures

Google Analytics offers a free and effective way to collect and evaluate data on your own website All you have to do is create a JavaScript snippet in the code in the ltheadgt and Google Analytics registers how many visits your page has and where the visitors come from The evaluations of Google Analytics are in-depth and allow a substantive data analysis Google has very well-prepared material for using Analytics httpsanalyticsgooglecomanalyticsacademy

By default the code element for implementing Google Analytics looks like this

The key figures will help you optimize your website

For example you can control how visitor behavior evolves over time and ultimately how profitable the website is for your business

ltscriptgt

(function(isogram)i[lsquoGoogleAnalyticsObjectrsquo]=ri[r]=i[r]||function()

(i[r]q=i[r]q||[])push(arguments)i[r]l=1new Date()a=screateElement(o)

m=sgetElementsByTagName(o)[0]aasync=1asrc=gmparentNode

insertBefore(am)

)(windowdocumentrsquoscriptrsquorsquohttpswwwgoogle-analyticscomanalytics

jsrsquorsquogarsquo)

ga(lsquocreatersquo lsquoUA-XXXXXX-XXrsquo lsquoautorsquo)

ga(lsquosendrsquo lsquopageviewrsquo)

ltscriptgt

18


Here you can see the top section of the homepage of Google Analytics Here you can put together different key figures individually In the example the graphic on the left shows you how many users visited your page in the last seven days On the right you can see how many visitors are currently on the page The monitoring is not only important for the analysis of visitor flows but can also show you errors

Google Analytics is not only good because itrsquos free With this tool you can merge all data from Google Adwords the Google Search Console Google Firebase or other data sources In addition tests can be run or appealing reports for customers or investors can be created with just a few clicks

TIPFor some time now Google Analytics has not been showing which keywords are used by visitors to reach your website However you can link Google Search Console to Google Analytics to see which keyword clicks have led a visitor to a page

Fig 4 Google Analytics Code Snippet httpwwwgooglecomanalytics

19

Point 10 Determine and observe competitors

Point 10 Determine and observe competitorsAs a website operator you should know your competitors well because only then you can accurately assess how your website is compared to other classifications or in what context optimization measures are required The greater the competition in the search results pages the harder it will be to take top positions there It is therefore advisable to observe your competitors at regular intervals Ideally you target two of your competitors that most closely match your business model Observe their marketing and sales activities and especially their market development and visibility in search result lists

Point 11 Strategic competitor analysisBefore you start with the actual analysis you should be clear about what you want to do with it Possible goals for such a competitor analysis are

bull Determine the competitorrsquos goalsbull Determine the competitorrsquos SEO strategybull Determine the competitorrsquos strengthsweaknessesbull Developimprove marketing measuresbull Developimprove sales strategiesbull Improve service bull Determine your own positioning on the market

Your competitorrsquos strategies can be

bull Be a bestseller they want to offer the cheapest pricebull Occupy a nichebull Have a lot of market sharebull Offer the best qualitybull hellip

Once the goals are known you can start the actual analysis All data is needed so that you can correctly interpret it later and derive concrete measures from them

20

Point 12 Competitor research

Point 12 Competitor researchIn a competitor analysis research is the alpha and omega You will probably come up with some competitors right away However itrsquos possible that you have competitors that yoursquore not aware of yet for example websites and portals of other industries This is helped by automated tools that have a competitor analytics function These determine competing web pages within a keyword set

Collect all possible competitor figures and data in a clear format for example in an Excel spreadsheet Do not forget to enter the analysis date We also recommend a screenshot of the analyzed page

TIPKeep an eye on your competitors What strategies are they pursuing How are they developing and what positions do they occupy in the ranking What makes the competition better than you What is your strength All this information is necessary for overtaking your competitors later

ATTENTIONDo not forget to document the corresponding data from your website so that you can make a detailed comparison later

21

Point 13 Starting in competition

The starting point for an analysis can be a simple Google search Enter one of your central search terms and start the search Then click on the top 5 results First act like a new visitor

bull What is special about this websitebull What do you noticebull Are there any things missing on your website

Then you can dive deeper into the analysis Itrsquos best to follow all the SEO basics step-by-step

bull Title and descriptionbull Contentbull Images

For every popular browser there are free SEO plug-ins that show you the central data in one clickThen check the technical characteristics Here for example a first analysis with Google PageSpeed Insights can help httpsdevelopersgooglecomspeedpagespeedinsightshl=en

If yoursquore using Google Chrome or Firefox the Firebug plug-in is a good way to analyze key engineering and build metrics

Point 13 Starting in competitionHave you found out who your direct competitors are and what strategies they are pursuing Then you can now develop measures on how you can overtake these websites or companies in the market Think about how you can do things even better than your competitors do Such measures can be for example exciting social media and marketing activities or better press work to increase awareness of the competition It is also possible that your competitors only have low quality content Do better Be innovative and make sure your campaigns are as good as they can be

22

Point 14 Google updates

Point 14 Google updatesIn the previous points Google and Google Tools were often mentioned This search engine is the market leader so you should focus on optimization for Google The Google search engine is continually being improved and its search algorithm is under constant development If the Google Team makes changes to the algorithm this is what is known as a Google Update Each update is an attempt to improve the quality of the search results or to combat spam sites You find the most important updates listed chronologically here The implementation of new updates can always lead to ranking changes

FLORIDA UPDATE NOVEMBER 2003

With the Florida Update Google took action against spam sites that had potential to be in the top spots in the search results due to purchased or rented external links Purchased or rented links that could be detected were depreciated while links from relevant websites became more important

PANDA UPDATE FEBRUARY 2011

The Panda Update is a regular update which was implemented for the first time in February 2011 It is directed against low-quality pages and sets them down in the ranking Unlike previous updates the Panda Update affects not only subpages but the whole website These websites quickly lose their visibility Today the Panda update is part of Googlersquos core algorithm and is continually updated

FRESHNESS UPDATE NOVEMBER 2011

As the name of this update suggests it is about topicality Current websites are more likely to be given a top spot in the rankings

Fun Fact The update names are given internally by Google You might think that Google is particularly fond of animals as they seem to name the updates after animals However the Panda update is actually named after its developer Nabil Panda

23


VENICE UPDATE FEBRUARY 2012

The Venice update involved the regionalization of the search results Google uses the IP addresses through which users access a page Then different results are shown according to the location of the user This update made search highly individualized

PENGUIN UPDATE APRIL 2012

The goal of the Penguin update was to stem Webspam In doing so pages that violate Googlersquos guidelines have been penalized and downgraded Pages with an unnatural backlink profile or keyword accumulations on the website itself were affected by this update

HUMMINGBIRD UPDATE AUGUST 2013

In mid-2013 the so-called Hummingbird Update began The aim of this update was a better interpretation of complex search queries to be able to provide better search results in response This is closely related to the advanced search information from the Google Knowledge Graph The Knowledge Graph provides the user with information on the Google search results page meaning that the user doesnrsquot have to navigate to another website

SSL UPDATE AUGUST 2014

The SSL encryption of websites has been a ranking factor for Google since this update in August 2014

MOBILE UPDATE 22 APRIL 2015

This was the first update Google announced with an exact date This turned mobile friendliness into a ranking factor

RANK BRAIN OCTOBER 2015

Rank Brain was not technically an update to Googlersquos algorithm However at the time Google announced that the search engine was using artificial intelligence for 15 percent of all searches and that it was a self-learning algorithm

24

Point 15 Keywords

Point 15 KeywordsA keyword (key phrase) refers to an expression that is entered into the search box of the search engine to trigger a search and get results The search engine tries to find out if the keyword yoursquore looking for is on a website and used in the right context Only then does a website have a chance to rank for that keyword

Search queries can be of a different nature Information-related navigation-related or transaction-driven (with the intention to buy) One uses the information-related keywords in the search for very general information about products or companies (eg do-it-yourself Halloween costume alteration) The result of the search is a do-it-yourself guide or general information about tailoring costumes Usually the searcher who inputs the information-oriented search query has a question for which they expect an answer

Navigation-related keywords are search queries such as ldquoFacebookrdquo ldquoTwitterrdquo or ldquoGooglerdquo The searcher would like to use these keywords to reach a specific website They do not want information about these companies but want to use the search to go to a particular website of a company or brand These searches are also called ldquobrand keywordsrdquo

Transactional keywords are requests to the search engine that involve a clear purchase intent The user wants to actively buy something or make a transaction Such transactions may be newsletter subscriptions orders reservations bookings downloads or actual purchases Most of the time you can recognize such keywords in combination with other keywords like ldquobuyrdquo ldquoreserverdquo ldquoorderrdquo or ldquodownloadrdquo

So itrsquos a good idea to find out whatrsquos behind the searchersrsquo search query so you can show them an appropriate website in the search results

25

Point 16 Finding the right keywords

Point 16 Finding the right keywordsAnyone looking for something specific on search engines would like to solve a problem or get an answer to a question Finally developing your keyword strategy requires finding the right keywords to meet the needs of your target audience Good and detailed keyword research is the basis for a successful optimization and helps to avoid mistakes in the keyword selection But how do you find matching keywords

To better understand the user it helps to empathize with the visitor to your site Identify their wishes and needs What motivates them What would they search for to find a solution to a specific problem If you have created personas this task should be easier for you (see ldquoPoint 4 Target grouprdquo)

Singular or plural word order and synonyms play a role here If you think longer about the topic you can cluster the found keywords in a meaningful way

EXAMPLEYou want to buy a Batman costume for a Halloween party Here you tell the search engine your

intention and describe your problem ie the lack of a Halloween costume In the search slot you enter

Order Halloween Costume Batman This search query is an important keyword for a costume online

shop

Now it is important to find all possible query variants and to find out how the same search intention

could be expressed differently

Keyword variants help

bull Batman costume Halloween

bull Buy costume

bull Buy Batman costume online

bull Batman disguise Halloween

bull Order carnival costume

bull Order carnival costume Batman

26


EXAMPLE

Costume Costume Batman Batman costume

Buy costume Buy Batman costume buy Batman-costume

Buy costume online Buy Batman costume online Batman costume online oder batman

costume online

und so weiter

TIPKeyword clusters also help to make your own pages meaningful and to rethink the web page structure More on this in ldquoPoint 28 Keyword focusrdquo

27

Point 17 Short tail keywords

Point 17 Short tail keywordsAs mentioned above keywords are defined as short tail (or head tail) if they consist of one word are very generic (ie general) and bring a lot of visitor traffic Short tail keywords are highly competitive have a high click price and a high search volume

The keyword is searched by users very often because they appear in all search intentions and are not further specified If you choose to optimize for a short tail keyword (eg costume or car) then keep in mind the number of competitors who are also optimizing for this keyword This means that you will have a harder time attracting real users who are actually interested in your products or services Analyze your keyword environment and decide if it makes sense to optimize for generic keywords

Point 18 Long tail keywordsLong tail keywords unlike short tail keywords are composed of several terms They describe the search intent of the user because a long tail keyword might include for example more exact product names prices locations or product numbersLong tail keywords usually have a lower search volume than short tails The longer and more specific the search query the smaller the search volume and the lower the number of competitors against which your website has to assert itself for a good ranking

The following graphic shows how the search volume changes with increasing keyword length You can clearly see that the more words the keyword contains the lower the search volume

Example costume

28


For longtail keywords product names are can be combined with words such as buy shop online store buy online cheap free shipping or the manufacturer name An example would be ldquoHalloween costumes online shop free shippingrdquo

Fig 5 Long Tail SEO This is how search phrases compare to cost risk conversion and search volume

29

Point 19 Tools for keyword research

Point 19 Tools for keyword researchThere are several tools that can help you with keyword selection The Google Keyword Planner is very helpful On request it provides variants of the entered term as well as several numerical values on search volume competition and the respective CPC (cost per click)

Enter the keyword in the field provided Under the heading ldquoTargetingrdquo you can set country location and language

Fig 6 Keyword research with the Google Keyword Planner (Source Google AdWords)

30


If you press the button ldquoGet ideasrdquo you will receive a list of data after a few seconds This contains the entered search term as well as keyword ideas These are suggestions that could match the entered search term For all keywords the Google Keyword Planner provides competition data average searches per month and a click price

COMPETITION How competitive is the keyword currently in the search result lists in the paid text ads

AVERAGE MONTHLY SEARCHES Search frequency of the keyword as part of the AdWords program

The suggested bid will be interesting for you if you want to run Google AdWords ads ie paid ads Herersquos an excerpt from the Google Keyword Planner For the queried keywords you will see the three mentioned key figures

You can easily visualize the comparison of search queries per month and competition using a bar chart Itrsquos easy to see which keyword has the biggest ranking potential

Fig 7 Specify search queries per month and other metrics in the Google Keyword Planner (Source Google AdWords)

31


From this data you can filter out relevant keywords for you It would be optimal of course if the keywords that interest you had a high search volume and low competition (many inquiries low competition) That would mean that many users search with this keyword but only a few website operators offer a suitable result The bars in the middle show that supply and demand are balanced which poses a bigger challenge in the ranking Finally the last two bars show that there is an oversupply In this case it will be a lot harder to rank well in the SERPs

You can also query multiple keywords at once To do this just type these together one keyword per line

You can also use the Keyword Planner to identify possible keywords from the content of your page Google searches your website and lists possible search terms

Fig 9 Enter keywords in the Google Keyword Planner (Source Google AdWords)


32


Enter your URL in the field ldquoYour landing pagerdquo and press the button ldquoSearchrdquo The Google Keyword Planner will show you a list of keywords that might be interesting as keywords due to your page content

Since 2016 the Google Keyword Planner is no longer providing accurate traffic data when a user is not serving ads Nevertheless the tool helps with initial orientation

Below is a list of other useful tools for successful keyword research

bull googlecomtrendsbull thesauruscombull ubersuggestorgbull semrushcombull searchmetricscombull ahrefscom

However some of these tools do charge a fee

Fig 10 Enter the landing page in the Google Keyword Planner (Source Google AdWords)

TIPBefore you consult Googlersquos keyword planner first try to find potential keywords yourself or as a team Often a first selection of keywords can easily be put together with mind-mapping and a little brain storming A human being thinks like a human being much better than a machine (a tool) does

33

Point 20 Export keyword data

Point 20 Export keyword dataSo that you can evaluate the data determined in Google you can export the entire list or a part of it You can work on this data later or upload it to other systems

First mark all interesting keywords After you have pressed the ldquoDownloadrdquo button the following window opens

Select the desired format and download the file Exporting and merging all the interesting keywords into CSV (Excel) is recommended because the data is then easily structured and can be converted into other forms

Open the CSV file in Excel Thanks to the sorting and filtering options you can prepare the data quickly and clearly

Sort the data by search volume in descending order At the top of your list is the term which is the most searched and at the bottom the least searched keyword

Fig 11 Export mask in the Google Keyword Planner (Source Google AdWords)

Fig 12 Filtering and sorting function in Microsoft Exel

34

Point 21 Keyword databases

Point 21 Keyword databases An alternative to the methods presented thus far would be to use the keyword databases in order to find relevant search terms for optimization A keyword database is a collection of search queries If you enter a keyword fitting similar terms are displayed that are frequently searched in search engines Depending on the tool the search volume and search queries used may also be shown This is how a keyword tool greatly simplifies the research work with a database

bull keywordmonitorcombull ubersuggestorgbull semrushcombull searchmetricscom

TIPUsing keyword databases you can save a lot of time on keyword research But beware Keyword databases can be incomplete andor cost money as most charge a fee

35

Point 22 Singularplural synonyms special characters

Point 22 Singularplural synonyms special charactersThere is no blanket rule as to whether search queries are more likely to be singular or plural It always depends on the corresponding query There is also no blanket rule about which word to use if there are synonyms A good example of this can be found in the real estate market for example whether people search for flats homes apartments or properties As you can see in the figure below therersquos a big difference between whether people serach for ldquohouses for sale in Londonrdquo or ldquoLondon real estate You should take these differences into account for keyword optimization

Fig 13 Which synonym to use Search volume Sample evaluation in the Google Keyword Planner (Source Google AdWords)

TIPSearch engines easily recognize synonyms and consider them in the evaluation So use related terms to your keywords in the texts These not only have a positive influence on the language but also create a topic-relevant environment for your keywords This could also have a positive effect on the ranking

36

Point 23 Google Suggest as keyword source

Point 23 Google Suggest as keyword sourceGoogle Suggest (also Google Autocomplete) is a feature in Google Search that is implemented using Ajax technology If you enter a search query there in most cases Google will suggest similar search terms for each typed letter that has the corresponding prefix This feature has been available in Google since April 2009 and its purpose is to facilitate the search Even with misspelled words Googlersquos algorithm suggests correct spellingGoogle Suggest can be used in keyword research to include potentially relevant similar terms in your own keyword set The keywords suggested by Google Suggest are typically high in search volume or suspected of high relevance It may therefore be worth optimizing for the search terms in Google Suggest

The figure shows that the terms ldquoHalloweenrdquo and ldquoHalloween costumesrdquo are already displayed when entering the letters ldquohallowerdquo Therefore it is very likely that many users are looking for the term ldquoHalloween costumesrdquo

Fig 14 Search term input with Suggest on Google (Source googlecom)

37


If you are logged in with a Google account most of the time your own web protocol is activated Google Autocomplete can also display search terms from past searches

TIPIf you want to search as ldquoneutralrdquo as possible for suitable keywords with Google Suggest or generally with the Google search you should definitely delete your web history or search log

Point 24 Own keyword setNow you have extensively researched the main keywords clustered and merged all the keyword data This collection of important keywords now forms your own so-called ldquokeyword setrdquo This set is very individual and geared only to your business Now you can watch the terms in the ranking Many SEO tools provide an evaluation of visibility using your keyword set This KPI shows how visible your website is within the industry using your keyword set

IMPORTANTIt makes sense to keep an eye on the placements of selected keywords However never consider the keyword set as a completed list The list often needs to be adjusted regularly for example with online shops when new products are added At the same time try to keep your keyword sets clear and do not include too many keywords

38

Point 25 The ranking

Point 25 The rankingA search engine compiles a ranking of web pages for each search query The website that has the highest relevance to the typed search term is placed in position 1

The position of your page in the organic search results is therefore decisive If your page is on page 1 it is very likely that many searchers will click on the result and your page will therefore receive many visitors

The structure of the search result lists of the search engine Google is usually different depending on the location or the type of search query The area of interest to you are the organic results (see Fig 15 Seite 39)

ATTENTIONIncreasing the rankings of individual subpages and the associated visibility of your entire website is the top priority of search engine optimization It is therefore essential to observe the rankings and to act when the rankings fluctuate strongly or slip off

39


This is the scope of the organic index of the search engine The two paid advertising sections are enriched with ads from Google AdWords and are available for a monetary bid

Using a tool rankings of a website can be quickly determined In the following example picture you can see a part of the determined data Different monitors have different ways of representation The relevant KPIs are the keyword the position in the search results and the corresponding subpage In most cases the tools update their evaluations weekly A data history is also possible depending on the provider

Fig 15 Organic and paid results on Google (Source Googlecom)

40


Fig 16 Ranking in Ryte Tool (Source httprytecom)

TIPAs yoursquove seen Googlersquos front positions in search queries are mostly populated by four text ads as well as the right-hand column of Google AdWords product ads It is therefore all the more important that you are ranked in the best positions in organic search in order to even have a chance of getting clicks

41

Point 26 Ranking data in the Google Search Console

Point 26 Ranking data in the Google Search ConsoleProbably the most reliable ranking data comes directly from the Google Search Console In order to use this data you need to confirm and create your website for free in the Search Console Although Google does not reveal all the data you can be sure that the data is reliable

Fig 17 Search analytics in the Google Search Console

TIPSearch Console data are stored in the tool for only 90 days If you want to benefit from it over a longer period of time you have to export the data regularly for example With Ryte you have the opportunity to keep real ranking data in the tool permanently available

42

Point 27 Ranking fluctuations

Point 27 Ranking fluctuationsGoogle is constantly updating rankings in search results Today the positions in the search result lists are no longer static but depend on various factors Depending on the location time or user different search results can be displayed Therefore there may be permanent fluctuations in your own website positions in the search results

A possible reason for the fluctuations could also be recent changes to websites After making changes to your page rankings might also change Therefore it is advisable to document the measures taken on the page (OnPage) to make it easier to draw conclusions about ranking changes

The user behavior (user intent) is often responsible for fluctuations If certain keywords are found in higher positions users will most often click on them However if users do not stay on these pages for long and go back to the search results page the search engine can easily measure this and if necessary adjusts the rankings again

TIPIn the Google Search Console you can use the CTR measure as the basis to see how your page is clicked on in the search results

43

Point 28 Keyword focus

Point 28 Keyword focusIn order to achieve better positions in the ranking you should optimize the subpages for the anticipated search terms It is ideal if a sub-page ranks for specific and closely related keywords

In this way a page has its own focus on a specific search term

Now you have a good overview of the possibilities of keyword research Later in this e-book you will learn how to make your website fit for your business Letrsquos go on

EXAMPLE

You own the domain wwwhalloween-costumecom

The URL of the product page with the Batman costume reads

httpwwwhalloween-costumecomproductbatman-costume-12

wwwhalloween-costumecomproductbatman-costume-12

The individual elements of the page are thus aligned to the keyword Batman costume The keyword

appears in the meta-description in the title in the headline in the text and so on

The wwwhalloween-costumecomproductbatman-costume-12 page has the keyword Focus

Batman costume

44

Point 29 Website hosting

Point 29 Website hostingIn order for your website to be easily accessible on the Internet you need a place where it exists ie a place to host your site Hosting means that an internet service provider (provider of services content or technical services) provides you with a so-called webspace and places your website on a web server

Point 30 What is website hostingFor the hosting of your website you need a webspace and a domain The web space is space on a server provided by the web hosting provider You can rent this web space there Hiring web space is useful because running your own server is very expensive and time consuming In addition you can benefit from a web-hosting providerrsquos fast connections and good hardware You can count on the system running safely and stably because these providers are specialized in this service You make files available on the Internet via the server

In order for your website to be found on the net you need a domain You have to register this first For this you should first think about the right domain name

Fig 18 This illustration shows the procedure of hosting

45

Point 31 The domain name

Point 31 The domain nameThe domain name is the name of your website Under this name or the associated URL your page is accessible to visitors The user can enter the URL of your page in their browser and get to your page

When choosing your domain name you should consider the following points

LENGTHYour domain name should be as short as possible Not only will it be easy to remember there is less potential for errors when a potential visitor wants to type in the domain name directly in the browser You can also build a brand with your URL

SIMPLICITYYour domain name should be simple ndash it should be easy to understand to write and to remember (branding)

IMPORTANCEMake sure that your domain name has a meaning and that it matches the contents of the website This allows the visitor to memorize the domain name later Of course fantasy names are also possible They stand out and are memorable

LOCATIONIf your website has a local reference you can include the appropriate region or city in your domain name

BRANDIf your company is already a well-known brand be sure to name the domain by brand It can be advantageous for ranking if you are recognized by search engines as a so-called brand This will also boost your confidence

Fig 19 Domain name in the browser input window

46


TOP LEVEL DOMAINWhen choosing the top level domain you should ideally use the following endings

bull combull couk or the appropriate extension of the countrybull net

When you have considered a suitable domain name check with this domain name is free You can find this out with httpsinstantdomainsearchcom

There you enter your desired domain name and see if it is available If this is the case you can register the domain with a registrar pay for it and then use it Most domains require an annual fee This can be very different in price If the domain name is given but the content on the website is very outdated one can assume that the domain is for sale In that case it helps to ask the owner of the domain You can also find out the domain owners from the registrar for example the who-is query There the data of the domain owner are deposited

Fig 20 An example of a well-chosen domain name Brand name and product

Fig 21 A rather bad example of a domain name At first glance it is not clear that this is a shoe shop

Fig 22 Query at instantdomainsearchcom if the domain name is available

(Source httpsinstantdomainsearchcom)

47

Point 32 Finding a suitable host

Point 32 Finding a suitable hostWhen choosing your website host you should consider several points Here is an overview of what is important

SUPPORTYour host should always offer 24-hour support Only then can you be sure that problems can be solved quickly and at any time

BACKUPA good web host should perform a daily backup of your site so that you can be sure you wonrsquot lose any important data

TRAFFICMake sure your host has no traffic restrictions Otherwise you may have to pay a lot of money if your website has unusually high traffic

BANDWIDTHNote also possible bandwidth limitations when choosing your website host Otherwise your website may slow down when many users are accessing it at the same time

E-MAILThink about which e-mail functions you would like to use and whether the possible host makes them available Both the number of e-mail addresses contained in the hosting package or the storage capacity can be decisive criteria

DATABASE ACCESSIf you want to use data from a database for your website you should check if the host supports it

MEMORYEach HTML page will consume a different amount of space on your web space depending on which and how much content (picturesvideos) you use on the page Orient yourself best by the number of your URLs and choose the appropriate package from the host A storage upgrade is usually available for an additional fee

All of these factors play an important role in the selection Compare several providers to ensure that you make the best possible choice for you

48

Point 33 With www or without www

Point 33 With www or without wwwYou can set a default variant for your domain This raises the question of whether you should list your domain with or without www Above all it is important that you decide on one variant and forward the other variant to it If you decide for wwwdomaincom you should redirect domaincom with a 301 redirect to the variant with www This redirect is also very important for the search engines ndash otherwise they will treat both variants as separate pages and may not index the version you prefer

Since users have already learned that a URL starts with www it makes sense to prefer the variant with www The version without www has the advantage of less effort when typing

You can specify the redirect via the htaccess file The associated code would look like this

The redirect is necessary because it means that you avoid duplicate content If the same website can be seen on both variants the search engines will probably index either one or the other variant Further information about the htaccess file can be found in ldquoPoint 54 htaccessrdquo The specifics of Duplicate Content can be found under ldquoPoint 64 Duplicate contentrdquo

After completing all of these steps you can begin to create matching and interesting content These must be created in HTML documents and then uploaded to the web server

Rewrite Engine On

RewriteCond HTTP_HOST ^wwwdomaincom$ [NC]

RewriteRule ^()$ httpwwwdomaincom [LR=301]

49

Point 34 HTML

Point 34 HTMLMany websites on the WWW consist of HTML documents HTML is an acronym for Hypertext Markup Language and a common markup language in which most websites are programmed these days HTML documents are usually the same and consist of two parts the head and the body The body contains all content that you can see when a page is called up The header contains information that is of interest to search engines and the browser

Each area is framed with an opening and a closing tag If you look at the header it starts with ltheadgt when opened and ends with ltheadgt when closed again This defines the document type declaration (which HTML version is used) as well as meta information (page title page description robotic statements etc) Illustratively the structure would look like this

You can reach the page source code or the code with which the website is programmed by clicking with the right mouse button on your website If you click on view page source text window (like here in Google Chrome) the HTML code of your page will appear

lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt

Fig 23 Source code view on Google Chrome

50

Point 35 Edit HTML code

Point 35 Edit HTML codeTo edit your HTML pages you can download them from the file server (where your website is located) and open them with an HTML editor

First open an FTP program (FTP = File Transfer Protocol) eg Filezilla An FTP program makes it possible to access the server and thus the data in order to edit it To connect you must enter the server using the username and the password This is usually provided by your web host

If the connection was successful you will see all of your websitersquos pages in the right area You can open or edit it by right-clicking

For editing a HTML editor is required The best way to find an HTML editor is to recognize the code and highlight it in color For a Windows PC Notepad ++ would be recommended For Mac for example there is TextWrangler If you have opened the respective HTML page with the editor you can edit the source code as you like

After saving the changes you can upload the document back to the web server once you have made any adjustments to the page For this you can simply drag the document into the area at the bottom right The existing document is overwritten and thus updated

Fig 24 Login to the web server at Filezilla (Source Filezilla)

Fig 25 Updating the HTML files at Filezilla (Source Filezilla)

51

Point 36 Format HTML code

Point 36 Format HTML codeSimilar to a school essay certain parts of the text such as headlines or quotes are highlighted Every reader immediately realizes that this is not a simple text but a headline Also in a HTML document you should specifically mark the different components of a text HTML offers you various options so-called markups to format your content

The formatting plays a role for the reader by making the text easier to read and to grasp Also for search engines the formatting gives important hints for the structure of a HTML document and thus the relevance of certain search terms

In this table you will find the most common formatting in a HTML document

lth1gtheadinglth1gt Main heading of the page

lth2gtheading2lth2gt Subheadings (also h3 h4 h6)

ltpgttextltpgt Mark text passage

lta href=rdquoLinkrdquo alt=rdquo ldquogtlink textlt

agtInclude link

ltimg src=rdquoSourcerdquo alt=rdquo ldquo gt Embed image

ltbrgt Insert paragraph

lt-- Comment --gt Insert comment

ltstronggttextltstronggt Format text ldquoboldrdquo

ltemgttextltemgt Format text in ldquoitalicsrdquo

52


Example of formatted HTML text

lth1gtheadinglth1gtltpgtTextTextTextltpgt

lth2gtsubheadinglth2gtltpgtTextTextTextltpgt


The basics of HTML documents are easy to understand and comparatively easy to learn Even if you have not programmed the website yourself or used a template you can easily check if important tags have been set for search engines

In many cases you do not have to edit the HTML code of your individual URLs with an editor Most content management systems like WordPress or Joomla have so-called WYSIWYG editors This allows you to edit content without knowing HTML tags However some basic HTML skills are important for understanding websites and SEO Thatrsquos why we show you the most important tags and markups here

Heading TextTextText

Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags

Point 37 Meta tagsCertain information can be stored in the header of a page These are for example instructions for servers web browsers crawlers search engines but also document type declarations or voice prompts

Some of this data is specified in the so-called meta tags Some meta tags are important to search engines and should therefore be defined on every page The common meta tags are for example the title the description the robots tag and the language tag The meta information is not visible to the user and can only be viewed in the source code Search engines use the meta tags to rate pages and determine the ranking for specific search terms in the search result lists

Point 38 The title tagThe title is located in the header area of an HTML page The contents of the header area are defined by an opening tag lttitlegt and a closing tag lttitlegt

The title appears in the tab of a browserIn the search results the title has an important function It forms the headline of the search result display and is decisive for the ranking

lttitlegtHalloween costume - Halloween costumes Halloweencostumes Halloween

dress - Karneval-Megastorecomlttitlegt

Fig 26 Title is visible in various places in the browser and in the search results

54

Point 37 Meta tags

The ideal title contains relevant search terms and animates when clicked To optimize the title tag of your site you should do the following

Open the HTML page to be optimized in an HTML editor (eg text editor such as TextWrangler or Bluefish) In the next step you search for the title in the header This will open with lttitlegt as well as closing with lttitlegt

Here you can customize the title tag of each subpage The displayed title has a maximum number of characters displayed both in the browser tab and in the search result lists For this Google calculates the sum of the pixel width of each letter Using the keyword in the title can be beneficial for your site

If the keyword appears in the title it will be displayed in bold and stands out particularly conspicuously The emphasis of the search terms can have an influence on the CTR of your site and provide more traffic

Fig 27 Highlighting the searched items Halloween Costumes cheap in the search result (Source Google)

TIPThe page title of each subpage should be unique thus only used once The title reflects the title of the HTML document and serves the user for a better overview in the browser The title tag is an important ranking factor and should ideally be three to five words long

55

Point 37 Meta tags

Letrsquos say you run an online shop for carnival costumes so the following title would be possible

The title is not actually a tag but actually the title of the HTML document Nevertheless the title is usually called title tag

lttitlegtBuy great Halloween costumes online mdash halloween-costumecomlttitlegt

Checklist The perfect titlebull 5-7 words including important keywordsbull Maximum 70 charactersbull Keywords at the beginningbull Concise headlinebull Informative and high qualitybull Uniquely chosen for each page

56

Point 39 The description tag

Point 39 The description tagUnlike the title description does not play a major role in the ranking of the page However the meta description for the searcher is also visible in the search result snippet and can have a positive effect on the CTR (Click-Through-Rate)

For this reason you should also place special significance on the description You should not exceed 300 characters as excess characters will not be displayed in the search results list and are cut off in the snippet

Fig 28 Self-saved description with call-to-action (Source googlecom)

TIPFor websites it is often the case that several identical descriptions are stored If you are not able to save unique descriptions just leave the description tag empty Google will even create a description of existing content which will then be unique per page Of course this is not an optimal solution as the search engine may simply string words together without forming meaningful sentences However this approach is acceptable and prevents duplicates in page descriptions

57


If you want to edit your descriptions then open the applicable HTML page in a text editor and search the header for the description tag This will open with ltmeta name = ldquoDescriptionrdquo and closing with gt

Save the HTML file and upload it back to the web server once you have made all adjustments For example a possible description for a costume shop might look like this

Checklist The perfect meta description tagbull Different and unique on each pagebull Maximum 300 charactersbull Summarizes the subject of the page succinctlybull Contains an important keyword for the pagebull Informative and high qualitybull Animates users to click (= call-to-action)

ltmeta name=rdquoDescriptionrdquo content=rdquoWide variety of great costumes for Carnival

Halloween and themed parties can be found at the shop Come look and buy the

right costume onlinerdquo gt

TIPIf you try to summarize the content of the page succinctly then you will have a good description Formulate the description with as much meaning as possible while keeping it interesting for the user Challenge him and animate to click

58

Point 40 The robots tag

Point 40 The robots tagYou can provide instructions to search engine crawlers in the source codeThis is done using the meta tag robots The search engine crawler receives the necessary information for checking and indexing the page so that the webmaster can actively control which pages should be crawled

If no meta robots tag is set the bot assumes that both the pages should be indexed and the links should be followed index follow

The meta tag robots can also be found in the header area of the source code

The robots tag is defined in the source code of the page as follows

The content attribute gives you several options for giving the search engines instructionsbull FOLLOW - all links on the page should be followedbull INDEX - the page should be indexedbull NOFOLLOW - all links on the page should NOT be followedbull NOINDEX - the page should NOT be indexedbull NOSNIPPET - no search result nick appears in the search resultsbull NOARCHIVE - prevents the cached links of a page from being displayedbull NOIMAGEINDEX - allows you to choose not to display your page as a referrer to an

image that appears in Googlersquos search resultsbull NONE - corresponds to noindex nofollow

Fig 29 Robots tag in source code

ltmeta name=rdquorobotsrdquo content=rdquoindexfollowrdquo gt

59

Point 41 The language tag

Of course individual instructions can also be combined with each other An example would be that the crawler should neither include the page in the index nor follow the hyperlinks To do this the meta tag robots should look like this

If you made the desired changes you can upload the HTML page back to the web server From this point on the newly established rules for search engines apply

What happens if the robots tag is not set

The index is set as follows by default If you did not implement the robots tag on the pages they will still be indexed and all links will be followed

Point 41 The language tagVia the language tag you convey to the search engines the language in which the content of the page is created For example the same keywords are defined in German US English British English and French The attribute is long used to specify the language The HTML code for the language tag looks like this

If a searcher uses the option pages in German Google uses the language tag

ltmeta name=rdquolanguagerdquo content=rdquoen-ENrdquo gt

ltmeta name=rdquorobotsrdquo content=rdquonoindex nofollowrdquo gt

60


Here is a list of possible language codes

DA - DanishDenmark IT - ItalianItaly DE - GermanGermany FR - French GeneralEN - English general FR-CA FrenchCanadianEN-GB - EnglishBritish FR-FR - FrenchFranceEN-US - EnglishUSA NL - DutchNetherlands

Fig 30 If a searcher uses the option pages in German Google uses the language tag

TIPParticularly if a page contains several languages you should use the language tag to specify the language used for each subpage Using the tag is not important for rankings because Google ignores all language tagging in the code and relies on its own speech recognition logic Nevertheless you can give the search engine a hint and possibly simplify crawling There is another tag you can use to ensure that Google and other search engines can allocate your contents perfectly the hreflang tag It shows Google which country and language region your page is targeted for

61

Point 42 Optimize images

Point 42 Optimize imagesIn addition to the classic search (search on the web) image search is the second most frequently used search function Google has created the largest image collection in the world with image search The goal of the image search is to provide the user with relevant information So if a user wants to view an item he will probably prefer the image searchMost images that appear on search engines are protected by copyright and may not be used elsewhere Optimizing the image is important for webmasters since incorrect poorly resolved or too small images can lead to ranking losses If you use copyrighted images and there is a complaint with Google this can also lead to ranking deterioration

A well-optimized website relies on high-quality consistently accessible and enlargeable images You should save as much information as possible about the images in the search engine

Point 43 The alt attributeYou can use the alt attribute (alternative tag) to convey to the search engines whatrsquos in the picture Search engines are not yet perfect at interpreting the contents of images like a human being Another advantage of the alt attribute If your image cannot be displayed due to server problems the stored alt attribute (alternative text) will be displayed instead The visitor of the page can thus at least guess what content should be displayed This aspect is particularly user-friendly from an accessibility point of view because people with poor visibility are able to have the text of an alt attribute read out to them by screen readers

The HTML code for an image looks like this

The picture source is listed under ldquosrcrdquo After it you will find the Alt attribute You can now fill this with a meaningful text Consciously avoid the stringing together of keywords in the alt tag but use a visitor-friendly variant

ltimg src=rdquohttprytecomrytepngrdquo alt=rdquoMr Ryterdquo gt

62


TIPUse the Alt attribute You can therefore convey the content of the image to the user and the search engine and ensure accessibility on your side

ATTENTIONDo not put any text in the picture Text content in the image is unreadable and useless for search engines Texts belong in the ltbodygt of your page where the search engine can easily identify these as text content

63

Point 44 File name

Point 44 File nameThe allocation of file names also plays an important role in image optimization The file name at best describes what can be seen in the picture A standard name such as DSC1758287 is not meaningful for search engines or users Itrsquos best to combine multiple words in the file name with a hyphenExample colorful-halloweencostumejpg

Point 45 Image sizeThe size of an image affects the loading time of a page The more storage space an image needs the longer the image will take to load Having many images integrated on a page can lead to very long loading times Since the loading time is an important ranking factor you should pay attention to the image optimization Of course the picture should not be so small that the content is no longer recognizable The most common file formats on the internet such as JPG or PNG are recommended

TIPImages can usually be scaled down well without losing image quality You should host very large images on an external file server to reduce the load time

64

Point 46 Image dimensions

Point 46 Image dimensionsThe dimensions of the images are crucial for Google The content on pictures should be easily recognizable Image dimensions smaller than 200 pixels should be avoided

ATTENTIONAvoid scaling down the images on your website using width and height in your HTML documents The images should be stored in their original size on the file server instead

ATTENTIONWhen users access your site with their smartphone the internet connection is not always optimal If the images on your site are too large they will cause slow loading times especially on mobile devices Experience shows that users do not wait very long for a page to open If your website takes too long to load your users will probably leave your page quickly

65

Point 47 Prevent images from appearing in image search

Point 47 Prevent images from appearing in image searchThere is the possibility to exclude the images of your own website from image search This requires a command in the robotstxt file (see ldquoPoint 52 robotstxt filerdquo) which is usually located in the root directory Here you can exclude the images from the indexing by the search engine

This is done with the following command

Do you want to exclude only a certain picture Then enter the following command

Point 48 Website architectureaccessibilityThe website architecture describes the structure of your website A website is mostly hierarchical and connects several subpages to a tree structure The website architecture is divided into several levels

User-agent Googlebot-Image

Disallow


Disallow picturesmountain-panoramajpg

66


Example of building a website

You should take a lot of time to plan the website architecture Think about how you want to build your page Your website should be suitable for potential customers Therefore evaluate exactly what the customer wants and how the navigation is easiest for them

According to studies a click path length of three to four clicks is recommended The click path length is the number of clicks from the homepage to the desired page However it has been shown that site visitors also like to go a long way when they realize they are getting closer and closer to their destination

Fig 31 Page structure in the form of a structure tree

TIPIt is recommended to use a so-called ldquobreadcrumb navigationrdquo on a website It always shows the user the click path and helps them orientate themself on the page At the same time you help search engines ldquonavigaterdquo through the page

67

Point 49 URL structure

Point 49 URL structureIn order to access your website the visitor types in the address of your page in the browser The address of your page is called a URL (Uniform Resource Locator) Each sub-page of a website has its own address under which it can be reachedThe URL consists of several parts From the protocol (http or https) the domain or server name ( wwwdomaincom or 22334455) the directory (category products) and the file name (my-pagehtml) after it additional parameters or bookmarks can be added

Similar to the web page structure the URL structure should be simple and understandable Ideally category and product pages should have meaningful names and it is best to use the most meaningful URLs A descriptive URL shows the user exactly where they are on your website and may even be embedded in the userrsquos memory

There are basically two different types of URLs Static and dynamic

The difference between a dynamic and a static URL are the so-called URL parameters The parameters are only passed to the server upon request which means that the URL is only generated at the time of the server request

This allows the server to always provide up-to-date data from the database The dynamic version is often used in online shops Pages that do not change often have mostly static URLs Which variant uses your page does not matter for their ranking

For example a dynamic URL could be structured as follows

wwwexample-shopcomWomenTrousersTrouser-hugo-boss32

Construction

wwwexample-shopcomCategorysubcategoryProductxyz

wwwexample-shopcomcategoryid=12productid=43

68


Easy to read

Harder to read

Also make sure that users can cut off the end of a URL and still reach a functioning sub-page eg category page landing page

It would not be very user friendly if the user ends up on an error page because the page does not exist Ensure that pages are also accessible when the URL can be easily changed by users

ATTENTIONConverting a dynamic URL to a static URL has no advantage in ranking If you have dynamic URLs you do not necessarily have to transform them

httpwwwexample-shopcomMenTrouserslong-trousers

httpwwwexample-shopcomMenTrousers32longtrousers

A user turns this URL


into this URL

httpwwwexample-shopcomMen

TIPSince URLs are saved and linked as bookmarks you should not change an address once defined In order to prevent such changes you should think about your URLs in advance If changing a URL is mandatory you should set up a 301 redirect

69

Point 50 Redirects

Point 50 RedirectsA redirect works in a similar way to a mailing request For example if you move to another city you can let the post office know If someone sends you a mail to the old address it will be automatically forwarded to your new mailing address The same principle applies to websites ndash URLs can be forwarded with a redirect You can use redirects if the structure of your website changes and a subpage is reachable under a new address

For example you introduce a new category on your blog You decide that a post written some time ago fits better into the new category Now you move the article into the new category

As a result the address of the post inevitably changes If a user has saved the post in their bookmarks they would end up on an error page if you just move the post into the different category To prevent this you should redirect to the postrsquos new URL

There are different types of redirecting that can be performed on the server side For this you need some technical knowledge If your website is located on the Apache server you can specify redirects through the htaccess file The most important redirects that you should know about are these two

301 (permanently moved) The site is permanently accessible under a different address302 (temporary moved) The site is temporarily accessible at a different address

These are particularly relevant to search engines Make sure you use them correctly

70

Point 50 Redirects

These are particularly relevant to search engines Make sure you use them correctly ldquoPoint 54 htaccessrdquo

You should avoid having several redirects in a row If you switch too many pages via redirect one after the other the a lot more effort is required from the search engine crawlers After about four redirects the Googlebot does not keep track anymore Make sure you use redirects in a meaningful way

Specify the redirect type 301 Page to be redirected URL to redirect to

71

Point 51 Status codes

Point 51 Status codesEach time you call a web page up in the browser a request is sent to the respective server A request is made for the page to be displayed

The status code is the serverrsquos response to a request If you want to visit the page httpenrytecom the server responds by means of a status code whether it can display the page

The various status codes are divided into different status classes The most important status classes are

STATUS CLASS 2The status code 200 is returned if the request can be successfully processed the requested data exists on the server and can be transmitted In short you call up a page and it is displayed correctly

STATUS CLASS 3Codes from the 3rd status class are redirects (see ldquoPoint 50 Redirectsrdquo) They are used when content is reachable under a different URL

STATUS CLASS 4A status code from the 4th class indicates that there is a client-side error Ie a faulty request by the client

Yoursquove probably already come across this status code - the 404 error It states that the site is unavailable and therefore cannot be displayed

User Server

Request from the client

Server reply in the header Status code in the bodywebsite

User Server


72


STATUS CLASS 5Server-side errors are identified by a 5XX error In most cases this error means that the web server is currently unable to process the clientrsquos request

Fig 32 404 error page with an interesting design

Fig 33 Identification and display of the status codes of a website at Ryte (Source Rytecom)

TIPStandard 404 error messages are out You can create your own error page and tell your visitors that the page is no longer available Think up something funny - the users will enjoy it )

73

Point 52 robotstxt file

The graphic shows which status codes your pages return If pages show a 404 error you should promptly check these You should also check if the 302 redirects are necessary or if a 301 redirect would be more useful Under certain circumstances the redirect may be obsolete and could be completely removed

Point 52 robotstxt fileThe robotstxt is a simple text file that provides specific instructions for search engine crawlers browsers and other robots This must be saved in the root directory of the FTP server so that the bot finds it The robotstxt file is very easy to create and helps you to enter useful search engine statements or block dangerous spambots

You can also specify which pages and directories should not be crawled by the search engine bot (eg the payment area on your website) Before a bot starts crawling your page it searches for the robotstxt and interprets its contents To create a robotstxt file first open a blank document in your text editor Each block consists of the selection of the search engine (UserAgent) and the rules (eg Disallow)

TIPYou can use a free tool to easily retrieve the current status codes of a website for example with statuscodesnet

TIPType the following in the address bar of your browser to see whatrsquos currently in your robotstxt or even if one is being used httpyourdomaincom robotstxt

74


In the first step you determine for which search engine bot the following rules apply If the rules apply to all bots you define that with a ldquordquo wildcard

The next two lines of the example exclude a category and a subpage - prohibiting access for bots Of course more pages or directories can be excluded

It is also possible to address individual special crawlers

Only pages for the Google bot are excluded here Instrutions for other bots can be included below each with the attributes ldquoUser-Agentrdquo and ldquoDisallowrdquo

User-Agent

User-Agent

Disallow category1page1html

Disallow category2

User-Agent Googlebot


Disallow category2


Disallow categorypage1html


User-Agent Yahoobot



75


Keep in mind that the pages specified in the robotstxt file may not be crawled by the bot but the bot can still index these pages

Once yoursquove defined all the rules you add the text file to the root directory of the domain on the FTP server with the name ldquorobotstxtrdquo

You can check your robotstxt with the Google Search Console For this your page must be saved in the console

ATTENTIONMake sure you donrsquot accidentally exclude important directories in the robotstxt because the search engine bot will ignore these pages and they will no longer rank Be particularly careful regarding what you exclude and check multiple times to ensure the entries are correct

Fig 34 Checking robotstxt with the Google Search Console

76

Point 53 Sitemapxml

Point 53 SitemapxmlIn addition to the robotstxt file the sitemapxml plays an important role in optimizing a page The sitemapxml is a file that contains a machine-readable table of contents of your page In this file you can show the structure of your website to search engines

You can either create the sitemapxml file yourself or use a tool that generates it automatically

One tool for creating your own sitemap is xml-sitemapscom There you can enter the URL of your website and create a few more settings After clicking on the Start button your sitemapxml will be created It is important that you tell the search engine your most important subpages even if they are deep in the hierarchy level

TIPMake the sitemap available to the search engine This makes it easier for your website to be crawled and important subpages of your domain can be more easily identified

77

Point 53 Sitemapxml

Fig 35 Tool for creating your own Sitemap (Source xml-sitemapscom)

TIPIf you use Wordpress you can also install a plug-in (eg SEO Yoast) that will generate a sitemapxml

78

Point 53 Sitemapxml

Then upload the finished sitemap file to the main directory of your websiteNext register your sitemap with Google Log in to the Google Search Console with your Google account and navigate under the item Crawling to the sub-item Sitemaps

Here you will find the button ldquoAdd Sitemaprdquo Click on it and it will open a window

There you enter the URL under which your sitemapxml is reachableSearch Console will then show you a graph showing how many pages are in your sitemap and how many have been indexed by Google

Fig 36 Sitemap section in the Google Search Console (Source Google Search Console)

Fig 37 Add a Sitemap to Google WebmasterTools (Source Google Search Console)

79

Point 53 Sitemapxml

Tools such as Ryte can help you determine which pages are not in your sitemap or which ones you need to delete from the sitemap

Fig 38 Sitemapxml evaluation - which pages are already included and which are not (Source Rytecom)

ATTENTIONYou should always keep your sitemap up-to-date and add new pages or remove pages that no longer exist

80

Point 54 htaccess

Point 54 htaccessThe htaccess file is usually also in the root directory of your domain You can use the htaccess file to rewrite URLs control access to files or directories and redirect individual pages for example

The htaccess is only used in combination with an Apache server An Apache Server is one of the most commonly used web servers Once you make a change in the htaccess and put the file back on the web server all changes will take effect immediately

If there is no htaccess on your web server you can create it using a text editor Open a new text file named ldquohtaccessrdquo in your text editor Strictly speaking the file has no name only the file extension

With the following examples you get an overview of the most common possibilities that can be implemented in the htaccess For example when calling ldquopage_85htmlrdquo the pagephp Id = 85 should be called-up

As a user you will see the following URL in your browser

The URL in the browser gives the impression of being on a page with a static URL In fact hiding behind the static URL is a dynamic URL The whole point is that a static URL looks ldquofriendlierrdquo to the visitor The code in the htaccess converts the enteredinvoked URL

This happens with the lines of code

81

Point 55 Redirect from ldquowith wwwrdquo to ldquowithout wwwrdquo

Point 55 Redirect from ldquowith wwwrdquo to ldquowithout wwwrdquoAs mentioned above there are two different ways to call up the domain with and without the prefix www (see ldquoPoint 30 What is website hostingrdquo)

As a website operator you should ensure that users can access the desired page via both variants (with ldquowwwrdquo and ldquowithout wwwrdquo) The htaccess helps you to implement this In this example code anyone who wants ldquowwwrdquo on your page should be redirected to the ldquowithout wwwrdquo variant

Simplified the following happens

RewriteEngine OnRewriteRule ^page_([0-9]+) html$ pagephpid=$1

Old page with anynumber consisting ofdigits between 0 and 9

There must be at leastone digit The parenthesesframe the contenes ofvairable $1

The variable within thebrackets is saved in $here ldquo85rdquo

Newconstructionof the URL

The numver from thefront is inserted hereas a variable here theldquo85rdquo

ldquowwwyour-domaincomrdquo ldquoyour-domaincomrdquo

You enter

You get

via htaccess

82

Point 56 Protect your own images

There are only three lines of code behind this procedure

Point 56 Protect your own imagesJust as in real life it is extremely annoying to have something stolen on the Internet Theft is also not uncommon on the internet ndash here it is called content theft If you use images on your website other webmasters may include them on their website If the images are called up on their website they are still loaded from your web server essentially using up bandwidth to load content on foreign pages

With the lines of code below you prevent images from being delivered to third-party sites via your web server

RewriteEngine OnRewriteCond HTTP_HOST ^wwwyour-domaincom$RewriteRule ^()$ httpyour-domaincom$1 [LR=301]

Rule Everything starting from the dollar from the condition is appended to the new ULR

Activate the rule Condition The user comes from the domain between the A and the $

Here a 301 redirect is used

YourWeb server

otherwebsite Client

wants to open the picture

displays image

unloads data from yourserver -gt uses your bandwidth

83

Point 57 Forward an old URL to the new URL

One way to show the user that the images used on the page are not from the website owner is to have a page with graphics that indicate this

Point 57 Forward an old URL to the new URLLetrsquos assume that you want to move your page content to a new domain That would not be a problem in itself If a user has saved your page as a bookmark in the browser however they will get a 404 error-page as soon as they try to access it Reason your old page does not exist anymore To prevent this you have to redirect all URLs of your old page to the new domain - of course search engine friendly via 301 redirect

In shortIf a visitor visits your old page the same content is displayed to them but on the new domain

RewriteEngine OnRewriteCond HTTP_REFERER ^$RewriteCond HTTP_REFERER ^http(www)your-domaincom$ [NC]RewriteRule (gif|jpeg|png|bmp)$ httpyour-domaincom

If the condition applies the rule is executed

Enable executing the rule

84

Point 58 Structured data

These four lines of code redirect users to the new URL without getting a 404 error message

It is by and large only a simple 301 redirect but the command in the htaccess means that each page does not have to be redirected individually

Point 58 Structured dataSearch engines understand the content and data better if they are structured in the source code This means that you can integrate text and certain data such as ratings appointments or images directly into the search results This is done by using markups in the source code Structured data helps the webmaster define additional meanings for the website data

Point 59 Markup with SchemaorgSchemaorg is an initiative of Google Bing Yahoo and Yandex The four search engines have defined a uniform procedure for the markup of data on websites On Schemaorg you can find a collection of HTML tags and markups meaning that ldquorich snippetsrdquo can be displayed in the search result lists Search engines prefer to process structured data You can mark data and thus expand the snippet of your page in the SERPs More information can be found athttpsdevelopersgooglecom

RewriteEngine On

RewriteBase

RewriteCond HTTP_HOST new-Domaincom$ [NC]

RewriteRule ^()$ httpwwwnew-domaincom$1 [LR=301]

85

Point 60 Rich snippets

Point 60 Rich snippetsUsually every result in the SERPs consists of the title the description and a URL Using Rich Snippets the search result of your site can be expanded and thus become more noticeable for users

Other rich snippets can be among other things the display of ratings prices or event data

Users therefore get a better overview of the page content without it being annoying The contents are displayed much more prominently than the ldquonormalrdquo results Search results of this kind are more dominant and more tempting to click Shop owners have the opportunity to generate even more visitors via search engines

THE FOLLOWING TYPES OF RICH SNIPPETS CURRENTLY EXIST

1 Events2 Organizational data (eg location)3 Bread crumbs4 AuthorsPeople5 Recipes

6 Software Apps 7 Reviews 8 Song titles9 Products 10 Posts

In order to be able to display rich snippets the affected source text sections must be specially labelled for which HTML code must be created This code encases the information of each snippet

Fig 39 Rich snippets (Source Google)

86


The data of each rich snippet should be integrated in a ltdivgt (defined area in an HTML document) In the opening part itemscope itemtype and itemprop have to be defined

ITEMSCOPE Initiates the labelITEMTYPE Refers to the type of data (person film event)ITEMPROP Contains the properties of the itemtype (for person name age)

ONE SAMPLE IMPLEMENTATION FOR ONE PERSON

1 You can see the original code here

ltdivgt

lth1gtPersonlth1gt

ltspangtMichael Millerltspangt

ltspangtage 31ltspangt

ltspangtprofession lawyerltspangt

EXAMPLE As in a CV you first enter the data type (name address age) in two columns The second column is

followed by the data (Michael Miller 4 London Road 31)

87


2 You expand the original code to the ldquoitemscoperdquo in the opening ltdivgt

3 In the next step you add the code part (link) for the type of data in this case the one person

4 Lastly you frame the personal data with ldquoitemproprdquo

Now you have the code rebuilt so that Google can interpret and use the data

ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt

ltdiv itemscope itemtype=httpschemaorgPersongt

lth1gtPersonlth1gt




ltdivgt


lth1 itemprop=ldquoMembershipldquogtPersonlth1gt

ltspan itemprop=ldquonameldquogtMichael Millerltspangt

ltspan itemprop=ldquoageldquogtage 31ltspangt

ltspan itemprop=ldquoprofessionldquogtprofession lawyerltspangt

ltdivgt

88


OTHER USEFUL CODE CUSTOMIZATIONS EVENT DATE

Original code

Edited code for rich snippets

At httpschemaorgdocsgshtml you can find all the data you can declare with Schemaorg

lttime datetime=ldquo2013-07-03T1120ldquogt3 July 1120lttimegt

TIPAs you can see in the example the amount of code increases even with smaller amounts of data Therefore start by specifically rebuilding data for snippets and do not try to adjust all data at once

ATTENTIONAlways pay attention to the file size of your HTML documents Be careful that the code doesnrsquot get out of hand The loading time of a page is very important for the ranking But more on that later (see Point 74 Links)

lttime itemprop=ldquoDateOfBirthldquo datetime=ldquo2013-07-03T1120ldquogt3 July 1120

lttimegt

89

Point 61 Data Highlighter

Point 61 Data HighlighterThe Data Highlighter is an alternative way for Google to highlight data in the search results

With this variant you label text parts on your page and assign a data type You therefore do not need to install any additional codeFor example if you label an event you can mark the name place and date

THE FOLLOWING DATA TYPES ARE SUPPORTED AS WELL

bull Itemsbull Eventbull Local businessesbull Restaurantsbull Productsbull Software applicationsbull Moviesbull TV-Episodesbull Books

Letrsquos say you want to tag your blog posts with the Data Highlighter to see them as rich snippets in Googlersquos search results

First log on to wwwgooglecomwebmasterstools hl=en in the Google Search Console

Fig 40 Data Highlighter in Google Search Console (Source Google Search Console)

90


In the dashboard go to ldquoSearch appearancerdquo and click on the sub-item ldquoData Highlighterrdquo

Then you can click on the button ldquoStart highlightingrdquo to open the settings for your labelling

Now enter the URL of your domain Below the domain you can decide whether only this one page should be tagged or whether Google may automatically tag similar data on other subpages as well When you have decided on your desired settings you only have to press ldquoOKrdquo to start the highlighting Now the previously entered page opens and you can mark page contents and assign them to the respective attribute You see the marked data on the right part of the page

Nun oumlffnet sich die vorher eingegebene Seite und Du kannst Seiteninhalte markieren und dem jeweiligen Attribut zuordnen Die markierten Daten siehst Du im rechten Bereich der Seite

In the screenshot you can see that the title is a mandatory field

When you have assigned all data confirm with the button ldquoDonerdquo

Fig 41 Data Highlighter Settings (Source Google Search Console)

Fig 42 Data Highlighter Data (Source Google Search Console)

91

Point 62 Content optimization

If you have chosen to tag similar pages as well editing with the Data Highlighter takes a bit longer First you mark the data in a post In the following steps you can select other posts that are similar or formatted

You have the option of checking the correct recognition of the individual data Finally you conclude the process with the button ldquoPublishrdquo

Point 62 Content optimizationSearch engines want to provide relevant information to a user They therefore recommend a website that delivers the content the user is looking for If you want to watch a new movie in the cinema you would enter ldquoCinema Ticketsrdquo in the search engine and you would expect to see a suitable website with the ticket sales for a cinema in your area

The website of the cinema should therefore have the appropriate content ready for the user ndash this is the website operatorrsquos task The most important thing to consider is that the contents should solve the userrsquos problem

Search engines usually search the source code of the page and distinguish clearly between the actual content and the source code The actual content is analyzed evaluated for relevance and placed in the search results In this assessment many onpage factors such as H1 headings or alt tags for images play a role but so-called ldquosoft factorsrdquo such as user experience user intent social interaction and ultimately the websitersquos traffic also play an important role

So try to tailor your content for your target audience There are many different types of content that you can provide to your visitors The most common types are

Fig 43 Data highlighter steps (Source Google Search Console)

92

Point 63 Text enhancement

bull Press releasebull Imagesbull Technical Papersbull Product descriptionsbull E-Booksbull Infographicsbull Videosbull Presentationsbull Newslettersbull Webinarsbull Checklists

bull White Papersbull Survey and studies bull Sweepstakesbull QampAbull Podcastsbull FAQsbull Instructions and guidelinesbull Interviewsbull Ranking comparisonsbull and whatever seems relevant to your

users

Point 63 Text enhancementIn text optimization the occurrence of certain search terms is usually particularly relevant The search engine not only counts the words but uses sophisticated calculations to interpret the meaning and theme of the text For example if certain search terms occur too frequently (keyword stuffing) this can have a negative effect on the ranking because the search engine interprets the text content as spam So how do you get the balance right

The search engine uses certain methods for automated text interpretation analysis and relevance assessment Many search engines use the calculation of keyword frequency analyze the occurrence of synonyms and take into account the keyword environment in the text Internally the search enginersquos calculations are much more refined Due to an increase in spam Googlersquos algorithms are already very good and reliably filter bad and thin content from the search engine index

The WDF p IDF calculation comes close to Googlersquos relevancy calculation and can help with text optimization The formula is used to express the weighting of a document The higher the value the more often the keyword appears in the document

93


i j reflects how often the keyword appears in the documentL indicates how many words the document consists ofThe +1 only serves to prevent the calculator from giving 0 if the search term does not appear in the document

Letrsquos say one of your documents has a total of 12000 words The term dog food occurs a total of 23 times If you fill in the formula with the given values the following calculation results

The calculated result is WDF = 03 (rounded)

IDF means Inverse Document Frequency The number of documents is calculated in relation to the number of documents containing the search term

N is the number of documents on the WebThe variable f returns the number of documents containing the search term

A TFIDF analysis could look like this

For example if you want to rank for the term ldquoSEO 2018rdquo you enter the keyword in the field provided

Fig 44 Term weight analysis (Source Rytecom)

94


If you press ldquoStart analysisrdquo you will see the following graph

According to the Content Success tool the pages in the top 10 have used the listed words in their content The number of words on the page that used them most is shown in a list The number is also an indicator of how often the word can be used without risking a penalty

Fig 45 Term weight analysis with the TFIDF formula (Source Rytecom)

TIPWhen formulating your content always remember that the content should be written for your readers not for search engines

95

Point 64 Duplicate content

Point 64 Duplicate contentThe term ldquoduplicate contentrdquo is used when almost the same content exists on at least two subpages Duplicate content is one of the biggest challenges for webmasters especially shop owners Many shop systems dynamically generate many similar pages and this can cause duplicate content

There are other ways in which ldquoduplicate contentrdquo can arise

bull Print viewsbull Automatically generated PDFsbull Lack of server configuration (modRewrite withwithout www)bull No 301 redirectbull Page is accessible via http and httpsbull Page is available with and without at the endbull Page is case-sensitivebull Extensive footer content and sidebars

Duplicate content does not lead to a search engine penalty as is often assumed However the search engine might index the wrong URL for example indexing the version with http instead of https variant You should ensure that all of your content is as accessible as possible under a single URL

Fig 46 Determination of duplicate content at Ryte (Source Rytecom)

96

Point 65 Canonical tag

The Website Success Module in Ryte can evaluate the uniqueness of your content There is very little unique content on this sample page

You can redirect duplicate content with a 301 redirect to the page that should be prioritized or you can set affected pages to noindex via meta tag Another way to prevent duplicate content is to use a Canonical tag This will be described in below in ldquoPoint 53 Sitemapxmlrdquo

Point 65 Canonical tagA Canonical tag is defined in the header area of an HTML document It refers search engines to the page containing the original or preferred content The following example explains the meaning of a canonical tag

For example you own an online shop that sells dog food On a subpage visitors can see all of the dog food products The products can be sorted by price and manufacturer Therefore three variants of the overview page (unsorted sorted by price and by manufacturer) all have identical content Without the Canonical tag Google would see three different pages with identical content

TIPContent is King Write unique and interesting texts for your website visitors and distinguish yourself from competitors The more creative your content the more attention and traffic your website will receive

97

Point 66 H-headings

To solve this problem you the owner decide that the price-based page is most relevant to searchers You therefore insert the following code on the other two pages in the head area

You show the search engines with this code snippet that the page entered here is more helpful and it should therefore be displayed in the search resultsYou can also use the Canonical tag to prevent print views PDF versions of subpages or pages with selectable font size from landing in the index

Point 66 H-headingsHeadings are defined in code using H1 to H6 tags The headlines give readers an oversight of the content helps them to quickly grasp what the text is about and they help readers decide for themselves which sections are interesting and relevant The numbers reflect the importance of the headings with H1 being the most important heading

Search engines give the H1 tag the greatest weighting You should therefore include the main topic of the page and the most important search terms under which the page is to be found in this heading Make sure you only use one h1 heading per page

The H2 H3 H4 etc tags are also important These are subheadings that organize the HTML document and divide it into sections semantically As you read through your content users will decide for themselves which section is interesting

Sub-headings are typically used for minor keywords and keywords that extend the topic of the main keyword

Fig 47 Headings in the code and in the visible area on the website

ltlink rel=rdquocanonicalrdquo href=rdquohttpwwwexample-shopcomProdukteampsort=preiserdquogt

98

Point 67 Text highlighting

Point 67 Text highlightingAs in books content that has a special meaning is highlighted in different ways in the text You can mark important key words and passages in bold underline them indent them or display them as bullet points

The background is simple If a place in the text is highlighted it is probably of particular relevance to the user and may facilitate reading Formatting with bullet points and tables improves the reading flow and presents the contents clearly

EXAMPLEWhen using the Strong tag the text on the web page is displayed in bold The tag strong shows that

semantically it is an important text and therefore its content is of great importance

Fig 48 Highlighting the text with specific tags will alert the search engine that it is important content

99

Point 68 Performance and how to minimize response times

Point 68 Performance and how to minimize response timesResponse time is the time taken for a page to load completely after being called up Since 2010 the page speed has been an official ranking factor ndash this has also been confirmed by Google Itrsquos importance for ranking is however not particularly significant but you should ensure that performance of your website remains as high as possible particularly in regard to usability A user who has to wait too long for your website to be loaded will in many cases leave the website possibly visit the page of your competitors instead or break off the search altogether

In terms of performance optimization you should take a closer look at the following areas

bull Source textpage content of an HTML pagebull Optimization stylecssbull Optimization JavaScriptbull ServerHostingbull File sizes

Point 69 Optimization of the source textpage contentThe size of your HTML documents plays an important role in the loading time of your site If your HTML documents consist largely of comments this could be having an impact on the loading time Delete all comments from the source code of your pages

Create HTML documents according to W3C standard and use the inheritance possibilities in the CSS

100

Point 70 Optimization of the stylecss

Point 70 Optimization of the stylecssAvoid defining style information called inline styles in your HTML documents The layout and structuring areas should be treated as separate as possible Also check if parts of the instructions in the stylecss may no longer be needed and delete them Such code elements increase the load time of your page unnecessarily As with your HTML documents it is also important to remove unnecessary blank lines and comments

TIPTry to use as few stylecss files as possible This can help you prevent many unnecessary server requests

TIPYou can put the HTML documents with comments on your computer and access the commented on areas if necessary Likewise you should not use blank lines

101

Point 71 Optimization of the JavaScript files

Point 71 Optimization of the JavaScript filesFor the sake of simplicity complete libraries are often included However you should only use the parts of a library that you need Of course adding new elements of code is time-consuming but this extra effort has a positive effect on the loading time of your website If possible you should include all JavaScripts in one file to avoid unnecessary server requests Also note whether the Java scripts have to be right at the beginning of the source code If they can be loaded at the end of the HTML document you should do this The sooner the page content is delivered to the user the less likely it is that they leave the site annoyed and calls up the competitorrsquos website just a click away

Point 72 Server amp hostingHere you can decide whether you want to order a relatively cheap package with a website hoster or whether to operate your own server(dedicated server) If many websites are located on one server the server can be overloaded quickly If the other websites have a lot of visitors the maximum processor performance is reached quickly Of course a separate server would be much more expensive

TIPThere is always a lively discussion in SEO circles about the benefits of personal servers It is essentially an advantage if your website does not have to share its IP address with hundreds of other websites as this could lead to a ldquobad neighborhoodrdquo which would reduce the trust of your website It would be a Bad Neighborhood for example if your website is located on a server that is used by spam sites

102

Point 73 Minimize file size

Point 73 Minimize file sizeAs explained in the image optimization section file sizes affect the loading times of your website enormously However files are not just pictures or videosMass installation of tables (lttablegt) can also lead to an increase in the loading time

Testing the current load times

Sign in to the Google Search Console first Via the navigation point ldquoCrawlingrdquo and the sub-item ldquoCrawling statisticsrdquo you can see the loading times of your website

TIPTry to keep the file size of your HTML pages images and videos as small as possible Loading time also plays a particularly important role with mobile devices

Fig 49 Crawling navigation in the GSC (Source Google Search Console)

103


The third graph is crucial

You can understand and evaluate the loading time of the last months on the basis of this graphic Right next to it you will find the maximum minimum and average values

According to Google the load time should be below 500 milliseconds In the example shown here the average value is clearly above this limit

Another way to check your page load times is PageSpeed Insights PageSpeed Insights which you can also use through the Google Search Console allows you to test your site for mobile devices as well as for desktop

The tool can be found via the navigation point ldquoOther resourcesrdquo Then you choose ldquoPageSpeed Insightsrdquo

Fig 50 Graphical representation of the download time of a page in the GSC (Source Google Search Console)

Fig 51 Further statistics in the GSC (Source Google Search Console)

Fig 52 Additional statistics in the GSC (Source Google Search Console)

104


Enter the URL of your domain hereAfter a short loading time you will be given suggestions for improvement for mobile devices and desktop This could look like this for example

The green bars give you guidelines regarding how good the loading time is on different devices

Below the customization options the three possible classifications are explained in more detail

Fig 53 Other resources in the GSC (Source Google Search Console)

Fig 54 Suggestions for website optimization in the GSC (Source Google Search Console)

105


With Ryte you can also control the performance of your website You can find the report in the section ldquoPerformancerdquo and ldquoLoading timesrdquo

Fig 55 Check charging speed with Ryte

106

Point 74 Links

Point 74 LinksLinks are the salt in the WWW soup The web only exists through hyperlinks ie connections between the web pages The search engines use the links as a basis for evaluating the reputation and strength of a page Incoming and outgoing links are analyzed It is therefore important to know how the links on your site are internally structured and which external links point to your domain But letrsquos start over

Point 75 HyperlinksA link is a link between two web pages or two subpages Visitors to your page will be redirected from the current page to another page by clicking on a link A hyperlink is structured in the HTML code as follows

The code starts with an opening tag indicating that it is a link ( ltagt) This is followed by an attribute (href =) that represents the target of the link The quotation marks are followed by the URL of the page You can then separate the directory in which the page is located as well as the individual page by a slash () After the opening tag with the attribute href the link text follows which is then visible on the page At the end the tag will be closed again (ltagt)

Links can referencebull From one subpage to another subpage of your website = INTERNAL LINKbull From another website to your own = INCOMING LINKbull From your own website to another = OUTGOING LINK

Fig 56 Structure of a hyperlink in source code

lta href=rdquohttpwwwyou-are-awesomecomfoldersubpagehtmlrdquogtLink textltagt

opening tag closing taglink target Link text

107

Point 74 Links

In addition to the attribute href other optional attributes can be assigned to the link For example you can tag them in HTML with the rel = ldquonofollowrdquo attribute This will tell the search engine that it should not follow this link The page is then usually not considered by the search engine during the review but can still be crawledreviewed In HTML notation such a nofollow link looks like this

It makes sense to provide a link with the Nofollow attribute if you canrsquot guarantee the quality of the content of the linked page for example because any user can write their own content on the linked-to page An example would be if you want to link to a forum where users can discuss and leave links You cannot be sure that this page is free from spam

Google also recommends using the nofollow attribute if you do not want to be suspect of ldquolink swappingrdquo or ldquolink buyingrdquo httpssupportgooglecomwebmastersanswer96569hl=en

lta href=rdquohttpexamplecomrdquo rel=rdquonofollowrdquogtexampleltagt

108

Point 76 Internal links

Point 76 Internal linksInternal linking includes all links from subpages to other subpages of a website Internal linking is an important ranking factor and can affect the rating of your page in Googlersquos search results Through internal linking you show the search engine which subpages are particularly important The number of links is crucial The more internal links point to a subpage the more important the page appears within the entire website

Example The start page is often the most linked-to page as each additional page contains a link back to the start page

If you want to know how many incoming links refer to specific pages you can monitor this with relevant tools These show you how many pages are not linked to ie pages to which there is not a single link from other pages This is called an orphaned page and it probably will not be found within the link structure by search engines Search engines crawl the page link by link If there is no link to a page the bot cannot record it and include it in the index

ATTENTIONMake sure the links on your website do not point to pages that no longer exist Being directed to an empty page or page that no longer exists is annoying for your visitors and useless for the Googlebot

TIPLink particularly important subpages (eg the so-called Topseller) of your domain on the start page and emphasize their importance

109


If you mark the links in the code as nofollow you tell the search engine bot that these links do not have to be followed because for example the information is less relevant for the userInternal links have the goal of linking the individual subpages and passing on the power through the linking Therefore the links for the search engine should not be declared as nofollow ndash the search engine should be able to search your website without any problems

Fig 57 Pages without incoming links - Analysis by Ryte (Source Rytecom)

ATTENTIONThe nofollow attribute is used to identify links that should not be tracked by search engines However the search engine can still take these into account despite the tag Important links should therefore always be marked with the ldquoFollowrdquo attribute to ensure that the search engine follows them

Fig 58 Links with nofollow attribute (Source Rytecom)

110

Point 77 Internal link texts

Point 77 Internal link textsThe link text is defined in a link and it is as significant as the name or description of the linked page The texts of the internal link help the user navigate the website because these anchor texts will ideally clearly describe the landing page that is being linked to This also allows the search engines to better categorize the link and visitors know immediately what is on the linked-to page It is not a disadvantage if the link texts are frequently repeated or consist of a single word

Fig 59 Examples of link texts in the footer - each link leads to another subpage in the website (Source Rytecom)

TIPBe sure to check the internal links for meaningful link texts These are very important for your page visitors The link text is the text between the opening ltagt and closing ltagt tags Link texts like ldquohererdquo or ldquoclick nowrdquo are less useful because they do not describe the page Better ldquoTo the tourrdquo or ldquoto the press areardquo

111

Point 78 Number of internal links

Point 78 Number of internal linksOften the question is how many links should be placed per subpage It is important not to overdo it If a page has too many links it quickly becomes complex and difficult to use Keep the continuative links ie the page structure simple and clear You can monitor the number of links from your pages to other pages with many analysis tools There is no upper or lower limit to the number of links Always ask yourself if your internal links offer the user added value

TIPThe myth ldquo100 links per pagerdquo has long been history Place as many links as are necessary for your user The search engine Google looks more at the relevance of the linked pages Whether there are fewer or more than 100 links does not matter

Fig 60 Visualized number of links per page (Source Rytecom)

112

Point 79 External links

Point 79 External linksExternal links are links from your own page to other websites These help the user to find similar or related content on other sites that provide more information

It pays to think about what content will help website visitors Where can the visitor get more information and can we offer useful products or services related to the topic If the bigger picture is consistent it is understandable for the search engine and it is therefore rated positively Check in advance if the page which receives your link is trustworthy If you link to spam pages for example this can have a negative effect on the domain trust and lead to ranking losses

Point 80 Link buildingLink building is a term for all measures for generating external links that lead to your own page These links are called back links If a website receives many relevant links from other sites the reputation and popularity of the domain increases The search engine rates this as very positive and can improve the ranking of the pages in total or individually for certain keywords of this domain

Link building belongs to off page optimization ie to all measures that happen outside of the actual website and are often not directly influenced by webmasters (in contrast to OnPage optimization)

ATTENTIONYou should monitor the landing pages to which external links from your site lead in case the linked page no longer exists or has changed hands and is now a spam or malware page

113


In the past many unauthorized methods have been used to manipulate the growth of backlinks and attempts have even been made to create links through spamming However search engines especially Google value natural growth and generic linking Google for example argues that a page that has good content is linked by other internet participants based on the quality of the content alone In the past the following measures were often implemented to increase the growth of backlinks

bull Link buying Purchase of links from other sites for a feebull Link exchange Reciprocal linking between two or more pagesbull Link exchange programs Automated exchange with multiple pagesbull Link rental Renting links for a certain period of timebull Linkbait Actions that collect links to the targetbull Guest posts Publishing content on other websites incl linking back to your own pagebull Article directories Registrationbull Blog comments Targeted commenting in blogs to leave a linkbull Infographics widgets mailingsbull Forum links and personas

Although these methods are still occasionally used today they do pose a risk of being targeted by Google and could potentially end up in the Google filter The time of manipulative link building methods is long gone What counts in search engines today is the content which should be created especially for the users of the site

TIPGood link building happens in the header Be creative and think about how to attract visitors to your site Think of meaningful marketing measures that advance your website The links will follow

114

Point 81 Content marketing

The number of backlinks and growth can be monitored by many free or paid tools In SEO tool suite solutions (such as Searchmetrics or Sistrix) there is often a separate link analysis that identifies various KPIs such as link growth domain and IP popularity of the links or link strength Keep an eye on the development of your links and regularly check which external websites link to your site

Point 81 Content marketingInternet users search for answers in search engines because they want to solve a problem They enter this into the search slot discuss it in forums use social media and get in touch with other users The contents on websites and portals plays a decisive role If the content is up-to-date appealing and well-prepared the user is more likely to spend more time on the website redistribute the content on social networks or recommend it on their own website

Content marketing helps to provide and market high quality content helping to alert the visitors to the website Common forms of content marketing include guest contributions tutorials guidebook pages product videos and more Content marketing has now become a necessary way of increasing reach

Content marketing allows a company to position itself as an expert and helps enable the company to not only benefits from better search engine rankings but also from an improved reputation on the internet in general Brand building(see above) is also a consequence of good content marketing measures

ATTENTIONStay away from manipulative link building methods Google now recognizes which links occur naturally which are bought or exchanged and those which are generated automatically If you use manipulative link building methods your domain could be excluded from indexing or penalized

115


How can you market your content in the most effective way Be creative different and above all innovative Forget about pure text that is 300 words long Remember that the user wants to be excited ndash only then will they return to your website

Here are some ways you can create your website content to make it original and unique This content can then generally be marketed well

bull Added value added value added value Determine the needs of your users and work out what content is of interest to them

bull Offer the unexpected What does the user not know yet What can surprise thembull Be funny without exaggerating present funny and amazing factors from time to timebull Content with a lot of effort Show your users that you value their time and that you

carefully prepare your contentbull Work visually Show your visitors videos big pictures graphics illustrations and good

designbull FAQs Top Lists Q amp A Interviews Surveys and Rankings - these are the types of

content on a topic that users want to learn about

TIPIn recent years content marketing has been seen as hype In the end good marketing of your websitersquos content is the alpha and omega of a successful business and will remain so for the next few years Content marketing is the key to a successful website

116

Punkt 82 Shopping

Punkt 82 ShoppingElectronic commerce is undoubtedly one of the most important sales channels for any sales-oriented company Nine out of ten Internet users shop on the Internet on average a citizen orders something online every two weeks according to a study by The German E-Commerce and Distance Selling Trade Association (bevh) (Source Bundesverband E-Commerce und Versandhandel eV) The visitor potential of online shops is therefore enormously high Of course many online buyers are also looking on search engines In order to be findable on search engines and to present the user with good results and products as a shop owner you have to know a few tricks and take note of a few basic rules so that your online business can be successful and sales can continue to increase

Many entrepreneurs still maintain the rumor that e-commerce is much cheaper than brick-and-mortar stores and that success online can be achieved with significantly less effort In fact the costs hardly differ but itrsquos true that with an online shop you have the chance to sell your products to significantly more people and thus have the potential to make more sales and profit Thatrsquos why you should love what you do and work hard at it - success on the internet does not come by itself but is the result of hard work

Point 83 Special features of the shop systemsTo operate an online shop you need a shop system The shop system represents the basic structure of a shop and facilitates the creation and management of the online shop The software products currently available on the market have different characteristics and orientations and are partially adapted to specific purposes

117

Punkt 84 Individual vs standard software

Punkt 84 Individual vs standard softwareYou have to make an important decision whether to use a standard software or to have an individual software developed adapted specifically to your business The biggest difference is the price An individual software is much more expensive and will take longer to develop but will be completely adapted to your needs The advantage of the shop systems available on the market is that they are flexible adaptable easily customizable and will be quickly ready for use

COMMON SHOP SOFTWARE IN THE ENGLISH MARKET INCLUDE

bull Gambiobull Magentobull OpenCartbull osCommercebull oxid esalesbull plentymarketsbull Prestashop

bull Sage Shopbull SEOshopbull shopwarebull Virtuemartbull wp-shopifiedbull Zen Cart

You need to decide which shop software fulfills the requirements of your project and your own needs Itrsquos best to create a benchmark for yourself so that you can quickly find a suitable provider

TIPIf you want to sell your products in Germany you should also use a shop software developed in this country The German laws and regulations are usually already taken into account and are integrated accordingly

118

Point 85 Order process and payment

Widely distributed shop systems include for example Magento The advantage of this shop software is the existing community and the constant adaptation to current developments This type of support is denied to users of custom software in most cases

Point 85 Order process and paymentMost shop software products already have a predefined order process However you can adjust for example the payment options delivery settings and shipping costs to suit your needs Automation of the ordering process makes processing of order easier Make sure that the order process and the payment options in particular are legally sound and easy to use The success of your shop depends on this If the user breaks off the order process at these points they will probably not return to your website in a hurry

Point 86 Category pagesOn a category page of an online shop you will find an overview of all products in an area You should include a search field the main navigation and filter functions in addition to the products Possible options for filters include for example brands colors and sizes All of these features allow your store visitors to quickly find what they are looking for provided the filter functions work properly Far too often the filters do not work properly and show too few or too many products For example if you would like to see black shoes only you might end up not seeing all black shoes or also seeing brown shoes Filters are a great way for visitors to be guided more quickly to the desired product

TIPUse category pages to give customers the opportunity to create their own product overview But make sure that all filters are working properly - otherwise you could lose potential customers and conversions

119

Point 87 Pagination

View category pages like your own landing pages Each category page is then like its own small homepage for the appropriate product category and provides the user all relevant information

Point 87 PaginationEspecially with category pages or in forums content can be distributed over several pages If you offer 100 different external hard drives for example you should spread these across multiple pages The goal is to show Google that all pages are part of a series (product range) There are two ways of paginating

1 POSSIBILITY Pagination with View All Page and Canonical TagIn this variant a page is created on which all individual pages are combined The entire content of all your pages are now on a single page Using a canonical tag each paginated page references the View All Page ndash the View All Page will therefore be the only page indexed and listed in the search results

2 POSSIBILITY Pagination with NextPrev without View All PageA second option is to add a code snippet in the header area of each page of a series For this you add all affected pages to the ltheadgt area

The first page contains only a ldquorel = nextrdquo and the last page only a ldquorel = prevrdquo

ltlink rel=rdquoprevrdquo href=rdquoURL-previous-Pagerdquogt

ltlink rel=rdquonextrdquo href=rdquoURL-next-psgerdquogt

ltlink rel=rdquocanonicalrdquo href=rdquoURL-View-All-Pagerdquogt

PAGE 1 PAGE 2 PAGE 3

rel=rdquonextrdquo rel=rdquoprevrdquorel=rdquoprevrdquo rel=rdquonextrdquo

120

Point 88 Objective ratings

Point 88 Objective ratingsOffer your customers the opportunity to rate their products or purchases on your website This will increase the confidence in your offer and you could benefit from ldquorich snippetsrdquo for products with ratings Providers such as Trusted Shops or ekomi ensure the seriousness of your reviews

Point 89 Content Management SystemsCreating websites today does not require programming skills Thanks to various systems websites and online shops can be created very quickly

Of course you can create an HTML file for every single page However the effort for such a project is enormous and every small change in the source code must be made in each individual HTML document

A content management system makes managing a website a lot easier Through a user interface WYSIWYG editors (What You See Is What You Get) can easily manage the pages The pages or posts can be created edited or deleted with just a few clicks The design is set centrally and can be customized For minor adjustments you hardly need HTML or CSS knowledge You can usually easily choose colors and fonts with the click of a mouse

The most well-known examples of free CMS are Wordpress Typo 3 or Joomla

TIPOf course there are certain limitations of systems however many CMSs can be extended with plug-ins and widgets which is a great way to expand and personalize systems

121


Thanks to the multi-user capability of content management systems several people can be working in them at the same time Each individual user can be assigned roles and each user role has specific permissions regarding modifying publishing or deleting so you can ensure that everyone only has access to the data they need

SOME EXAMPLES OF USER ROLES WOULD BE

bull Administrator (can do everything)bull Author (can write articles and make changes)bull Webmaster (can make changes to the code)bull Editor (can write publish and delete articles)

With these many functions CMS systems are usable for almost everyone The blogging software Wordpress can also act as a content management system

In this picture you can see all menu items in the backend of Wordpress In the ldquoPagesrdquo section you can manage all of your domainrsquos pages The pages can be recreated edited deleted and their content can be customized With the ldquoDesignrdquo menu option you can determine the appearance of your page select templates and create the navigation So you see everything is possible

Fig 61 Navigation at Wordpress (Source Wordpresscom)

122

Point 90 Community

Point 90 CommunityA community is a community of internet subscribers such as a community of bloggers contributors to a forum or website operators A community communicates with each other and exchanges their thoughts experiences tips and hints on a specific topic The formation of a community plays an important role in online business and should be considered a sub-strategy

Community education helps webmasters constantly bring new and fresh content to their website or blog But not only that The community helps position your business strongly by enabling your users to provide feedback and reviews on your product So you play with open cards and gain confidence and authority in your subject area

There are various ways to initiate and develop a community This usually happens with the creation of a (corporate) blog With this tool you can interact with your users and discuss various current topics

TIPCreate a community around the relevant topic for your business Blogs are the most common tools for this They are easy to create and users like to read and share Blog articles are also a good way to do well in social media

123

Point 91 Create a blog with WordPress

Point 91 Create a blog with WordPressWordpress is a CMS (content management system) for websites and blogsYou can create and manage a website or a blog in word press without any previous knowledge in programming The following steps take you through the process of installing and configuring Wordpress

1 DOWNLOAD THE SOFTWARE to create a blog with WordPress You can find and download the software here httpswordpresscom

2OPEN THE ZIP FILE after Wordpress has downloaded ndash double-click on the folder (MAC) If you use Windows click with the right mouse button on the folder and select ldquoUnziprdquo

3OPEN FILEZILLA a program that gives you access to the data on your FTP server Log in with the log-in data of the FTP server The data you need for the login will be sent to you via email by your website hoster You can find out more information about hosting under ldquoPoint 29 Website hostingrdquo

Fig 62 Download Wordpress (Source Wordpresscom)

124


Once you have entered all login data press the button ldquoConnectrdquo

4 NOW SHIP THE COMPLETE CONTENT OF THE Wordpress Folder on the web server

5 TO CONFIGURE WORDPRESS change the name of the file ldquoconfig-samplephprdquo to ldquoconfigphprdquo

6 THE CONTENT OF THIS FILE still needs to be partially configured Open ldquoconfigphprdquo with a text editor by right-clicking on the option ldquoViewEditrdquo

Fig 63 FTP Directories (Source Filezillacom)

Fig 64 Editing a document located on the server (Source Filezillacom)

125


Now you should see a text file with code Find the following code snippet

You should now see a text file with code In the code snippet it will be clear where to enter the database data Look for the code snippets ldquodatabase_name_hererdquo ldquousername_hererdquo andrdquopassword_ hererdquo and replace these with the data from your web host

7 FURTHER DOWN you will find the following code under ldquoconfigphprdquoOpen the blue marked link in your browser and replace the red framed code snippet with the generated code from your browser window

Fig 65 Snippet

Fig 66 Code snippet (define)

126

Point 92 Create a blog with Blogger

8 SAVE THE FILE configphp and put it back on the FTP server Drag the file to Filezilla as in 4 above

9 NOW YOU CAN START THE LAST CONFIGURATION STEPOpen the browser and type in your domain in the address bar In addition you still append ldquo wp-adminrdquo If you call up this address the Wordpress configuration window will open Enter the data as desired All additional steps are almost self-explanatory

At the end of the configuration you can log in to the backend start creating your pages content and blog posts and interact with your customers and prospects

Wordpress is free easy to use and is used by millions around the world There are many plug-ins tutorials and extensions More information can be found at httpenwordpresscom

Point 92 Create a blog with BloggerWith Blogger Google gives you the opportunity to quickly and easily set up your own blog Blogger is a Google service and requires a Google account Go to the page httpswwwbloggercom and click on ldquoCreate Blogrdquo

Fig 67 Set up your own blog using Bloggercom (Source bloggercom)

127

Point 93 Successfully market the blog

After logging in with your Google Account you can choose the blog layout the blog name and more details and you can start blogging right awayWordPress is a good alternative ndash here you can start your own page with a low monthly budget httpsenwordpresscom

Point 93 Successfully market the blogAfter creating a blog it is important to make it known to your customers and prospective customers There are many different approaches for this

YOU CAN MAKE YOUR BLOG WELL KNOWN WITH THE FOLLOWING MEASURES

bull Guest contributions by opinion leaders and industry insidersbull Expert interviewsbull Contests and competitionsbull Latest newsbull Top listsbull hellip and many other actions

Be creative with your content to get your readersrsquo attention

TIPIt is not mandatory for the contents of the blog to be scientifically written or instructive The content can be entertaining for example an interview Above all itrsquos important to be aware of what your readers want and deliver content that interests them

128

Point 94 Web tracking

Point 94 Web trackingWeb tracking (also Web analytics) is the method of monitoring user behavior and visitor flows Web analytics is very important for the success of your business Whether you operate a blog or an online shop you still need to know and monitor your statistics and KPIs

With web tracking you can find out for example which websites your visitors come from whether they found you through via search engine and in this case which search terms they entered to come across your website In addition you can see how long the users stay on your page and ultimately if they have converted for example whether they made a purchase You can also see via tracking what they purchased There are a number of useful tools you can use to monitor your own metrics Web site tracking using Google Analytics is particularly popular - Google Analytics is free to use and evaluates key metrics in depth

TIPAlternatives to Google Analytics include eTracker and Piwik

ATTENTIONKeep in mind that fake postings thin content or spam comments are not part of the blog The community is only helpful to you if it is real and real people participate and share Therefore use the comment-release function in the respective blog systems and show only qualified comments

129

Point 95 Integrate Google Analytics

Point 95 Integrate Google AnalyticsGoogle Analytics is a free website tracking tool that provides webmasters with a variety of tracking methods In order to use the tool you need a Google Account and you need access to the source code of your website as you need to implement the analytics code there

Sign in to Google Analytics and add your website To do this click on ldquoAdminrdquo

Navigate to ldquoProperty Settingsrdquo

Fig 68 Navigation point ldquoAdminrdquo (Source Google Analytics)

Fig 69 Property Settings on Google Analytics (Source Google Analytics)

130


Now enter your website

Find out the code snippet and then integrate this into the HMTL code of your website

Click on ldquoadminrdquo and then ldquoTracking Informationrdquo

Fig 70 Property settings in detail on Google Analytics (Source Google Analytics)

Fig 71 Tracking information on Google Analytics (Source Google Analytics)

131


There you will see the code snippet that you have to install on your website in the header tag Then the tool collects the relevant data and you can use Google Analytics for web analytics

There are ready-made templates that you can easily insert in your imprint or on a separate page for privacy You can get these templates from an imprint generator

Privacy and Google Analytics

Add this line to your tracking code

after the ldquocreaterdquo parameter of the code

This will ensure that your visitorrsquos IP address is not fully communicated to Google The last 8 bits are only transmitted encrypted

ATTENTIONFrom a legal perspective it is important to point out on your website that you are using Google Analytics

ga(lsquosetrsquo lsquoanonymizeIprsquo true)

ga(lsquocreatersquo lsquoUA-XXXXXXX-Xrsquo lsquowebsitecomrsquo)



132

Point 96 Create e-commerce tracking

Point 96 Create e-commerce trackingWith e-commerce tracking in Google Analytics you can access even more data You can analyze which products were bought how often and what sales were made In addition you can see how many products were purchased per transaction and how long it took for the user to make the purchase

If you want to use e-commerce tracking you have to activate this in your Google Analytics account Log in to your account and press the ldquoAdministrationrdquo button Turn on e-commerce tracking under ldquoDetail view settingsrdquo

Then press ldquoSaverdquo The next step is to integrate the e-commerce tracking code into the source code of your website If you do not have sufficient knowledge or experience of this leave it to an expert For more details see the Google Developer Guide at developersgooglecom If the code is integrated into your source code the activities on your website will be counted and visible in the tool

Fig 72 Detailed view settings in Google Analytics (Source Google Analytics)

133

Point 97 Conversions

By setting up Google Analytics or a similar tracking software you lay the foundation for sustainable website monitoring and you can see important key figures of your web presence at a glance

Point 97 ConversionsWhen it comes to website optimization not only visitors play an important role Traffic is also a very important but not enough The visitor has to ldquoconvertrdquo on your site ie the visitor must become a customer a reader a buyer or a newsletter subscriber depending on the purpose of your website

Itrsquos important to deal with the topic of conversions and conversion optimization Conversion optimization essentially involves all measures that help to increase the conversion rateIn doing so you change the elements of your website andor content in such a way that the visitors make a transaction as soon as possible

EXAMPLES OF SUCH TRANSACTIONS (CONVERSIONS) ARE

bull Purchase of goods in an online shopbull Ordering a newsletterbull Sending a contact formbull Downloading a filebull Reading an article and pressing a ldquoSharerdquo buttonbull etc

Fig 73 E-commerce settings of the detail view in Google Analytics (Source Google Analytics)

134


Of course other actions can also be conversions ndash it depends on the goal of your site

The conversion rate can be easily calculated using a formula

This formula shows the percentage of visitors who have converted The higher this ratio the more successful the website is An acceptable value is usually 2-3 for online shops although of course there are website for which the conversion rate is significantly higherYou can easily monitor the conversions on your website by webtracking In Google Analytics you can set landing pages under ldquoConversionsrdquo and the sub-item ldquoGoalsrdquo where the number of visitors who have made a conversion is displayed This can be for example the page ldquoThank you for your orderrdquo (so-called check-out page)

A purchasing process (conversion funnel) can also be defined This allows you to easily determine where your visitor starts and which pages they click on before converting You can create the conversion funnel in Google Analytics under ldquoConversionsrdquo - ldquoGoalsrdquo - ldquoFunnel Visualizationrdquo This way you can see on which pages your visitors leave the so-called conversion path and why

TIPRemember to decide on the maximum cost per conversion ndash how much yoursquore willing to spend on a customer This way you donrsquot just keep an eye on your costs but you also aim to minimize your conversion costs

TIPYou can also monitor the conversions with the conversion funnel in Google Analytics Here you can see at a glance where the visitors of your website leave the conversion funnel Try to interpret why visitors leave the page A click or heat map can also help you here

135


With Conversion Optimization you donrsquot just analyze and improve website elements but also the purchasing process

bull Improvement of advertising materialbull Optimization of the wordingbull Creation and optimization of landing pagesbull Addition of product detailsbull Improvement of the shopping cartbull Up-selling and cross-sellingbull Usability measures

Fig 74 Funnel visualization in Google Analytics (Source Google Analytics)

TIPConversion optimization is not a one-time thing but an important process If you want to run a successful website sustainably and satisfy your customers permanently donrsquot forget the conversion optimization

136

Point 98 AB and multivariate tests

Point 98 AB and multivariate testsConversion tests help you to test different web page variations and find out which ones bring more visitors and which convert better First divide your page into different sections and elements Then you can make hypotheses A hypothesis could be

ldquoIncrease the conversion rate by 2 by replacing a green button with a red onerdquo

For this you create a new variant of this page (same page with a red button) Using a tool that alternately presents users with both variants both sides are tested against each other Such a test is also possible in Google Analytics Here you can implement the settings for the tests with different variants of your site

Then you build a tracking code on the original page which ensures that the test can be performed A proportion of the visitors see the original page and another proportion will see the new variant Google Analytics records the conversion data for the various pages The test ends when a version of the page has been identified as the winner of the test and the statistical significance has been reached

Fig 75 Settings for creating an AB test (Source Google Analytics)

137

Point 99 Usability

In addition to AB tests (two variants of the page) multivariate tests are also possible here Here several elements are changed and tested against the original page The multivariate test in Google Analytics works in a similar way to the AB tests In Google Analytics it is also possible to test up to six variants of your page against each other At the end of the test you can then see directly which variant scores the most conversions

Point 99 UsabilityUsability (ease of use) describes making the use of a website as easy as possible for a user Each website should be intuitive and easy to use for visitors Usability has a big impact on whether a user stays on your page or leaves Many visitors will be irritated with websites that have pages with a bad usability and will therefore leave them again after a short time The bounce rate will therefore increase which can also have a negative influence on your websitersquos ranking in search engines Creating a usability concept is a time-consuming task but it pays to invest this time Offer the user a platform on which they can quickly and easily find their way The user must immediately recognize the subject of the website and how they can navigate further

TIPIn order to achieve significant results your website ideally needs a lot of traffic The test result is therefore reached quickly and the results are valid For pages that are low in traffic it will take a long time to get good results and the long duration of the test may skew results due to other factors (eg seasonal events)

138

Point 99 Usability

To achieve these goals you should start with improving the usability of a collection of products or information you would like to offer and not with the homepage Ideally this will be done in a brainstorming session with your colleagues Next you together with your team should group the data together and form generic terms With the data collected so far you can start building the right page structure but you should constantly be questioning your page structure

bull Would the user intuitively go the right waybull Could the prospective customer be confused by your website structurebull Does the categorization make sense

However there are many more ways of developing a usability concept

Creating a survey for experts and real users can also help you develop a usability concept In particular your target group can uncover crucial weaknesses and potentials and contribute to improving the usability of your site

You should end up with a page structure which is designed for the needs of the users Make sure that everyone can understand the structure and intuitively makes the right decision to get to their goal as quickly as possible If you have achieved this you are a step ahead of many other website operators

TIPSurveying users will be very helpful If your target audience finds the usability of your website good yoursquore taken a step in the right direction

139

Point 99 Usability

Ask and test real people and potential customers Ask them to navigate through your pages The best way of doing this is to formulate a task such as ldquoCheck the availability of Womenrsquos Pants Silk in Brown for euro 9990rdquo Yoursquoll be amazed how many people find it difficult to navigate your website as well as how they behave on your website You can then draw useful conclusions from the results of these tests and then customize your pages accordingly

EYE TRACKING

One of the most expensive ways to test the usability of your pages is eye tracking For this the largest possible number of test persons (gt 100) is needed Each of these sits in front of a special screen which recognizes and records the eye movements via an integrated camera During the test the subject is asked to perform a specific task Every click and every eye movement is saved Upon request all candidates can be filmed to analyze gestures and facial expressions the benefits of which should not be underestimated Often we act unconsciously by rolling our eyes shaking our heads or gesturing with our arms All of these signs can be helpful for your usability analysis

At the end of such eye-tracking tasks you can use video to analyze and evaluate every eye movement perceived areas of the website and the procedure Yoursquoll get highly insightful results that will help you further improve the usability of your website and help you uncover unsuspected conversion killers

Process of an eye tracking analysisFirst ask for some basic data of the subjects This could be for example age occupation or average time spent on the internet per day This data can help you to classify the results from the eye tracking tests Then you should explain to the test persons in a few sentences which tasks they should complete Then the analysis can start

TIPUsability tests are sometimes very expensive Make sure you allow enough time for preparation and follow-up ndash only then will you be able to draw meaningful conclusions from your collected data

140

Point 100 Mobile optimization

Point 100 Mobile optimizationToday in many areas of the internet over 50 of users access it via smartphone Google has taken this development into account and has declared the mobile device friendliness of a website to be a ranking factor Google has since then announced that the mobile search engine index should become the primary index

So itrsquos even more important that your website is optimized for mobile devices You have three options

bull Responsive web designbull Dynamic servingbull Stand-alone mobile website

In most cases responsive web design is the best solution You benefit from the fact that you only have to maintain one system and the URLs are the same for mobile and desktop users

For mobile optimization remember that

bull The page must be operated with a touchscreen and the buttons should therefore be sufficiently large and not too close to each other

bull The bandwidth for mobile Internet connections is usually lower and file sizes therefore need to be smaller

We have compiled everything important about mobile optimization here in an eBook for you httpsenrytecomknowledge-basemobile-guide

141

Conclusion Love Your Website

Conclusion Love Your WebsiteWith the Website Success Guide for Better Websites you have all the basics on hand to help you optimize your website The most important thing to keep in mind Love Your Website No matter whether you are the operator of an online shop or you optimize the website of a large company create your content with love and dedication as the visitors will notice With attention to detail you win the hearts of your users and at the same time make the web a little bit better

TIPWith Ryte Magazine yoursquoll always be up to date on search engine optimization and online marketing httpsenrytecommagazine

142

About the authors

About the authors

LAYOUT Julia Hoyle

ILLUSTRATIONS Ramona Hartmann

INPUT amp MOTIVATION Marcus TandlerAndreas Bruckschloumlgl

TRANSLATION Olivia Willson

Irina Hey

Irina is a keynote speaker and an expert in the field of customer acquisition lead generation and data driven marketing Until April 2018 she worked as a Product Owner of Acquisitions and coordinated all strategic marketing activities at Ryte

Eva Wagner

Eva is an experienced content marketer Until May 2018 she was a member of online marketing team at Ryte Using her creativity and the knowledge of current topics she was responsible for the German Ryte Magazine and the Ryte Wiki

143

About the authors

Theory is good - but practice is betterAnalyze your website with Ryte for FREE

bull First-class assistance for better websites

bull Create successful content easily

bull Improve your visibility online

Reach Your Targets Efficiently

REGISTER FOR FREE

About the authorsAuthors

PUBLISHER

Ryte is a B2B software company based in Munich Ryte offers users a platform for holistic monitoring analysis and optimization of their digital assets Renowned e-commerce businesses such as Sixt Flixbus or mybestbrands agencies like Elephate Builtvisible and iProspect as well as major enterprises like Disney trust in the technology and the innovative strength of Ryte In the financial year 2016 Ryte achieved a turnover of 31 million and currently has 62 employees

Paul-Heyse-Str 2780336 MunichRepresented by Andreas Bruckschloumlgl Marcus Tandlerhttpenrytecom

Find us on Facebook Twitter LinkedIn

Ryte GmbH - All rights reserved

District Court of Munich Germany HRB 200042 VAT ID DE284700490

Management Andreas Bruckschloumlgl Marcus Tandler

Content

Foreword 2Introduction 4Point 1 Optimization goals and KPIs 6Point 2 Do I supply products or information 7Point 3 The market 8Point 4 Target group 9Point 5 Branding 11Point 6 Increase visitor flow13Point 7 Increase conversion rate14Point 8 Keyword strategy 15Point 9 Monitoring the goals 17Point 10 Determine and observe competitors 19Point 11 Strategic competitor analysis 19Point 12 Competitor research 20Point 13 Starting in competition 21Point 14 Google updates 22Point 15 Keywords 24Point 16 Finding the right keywords 25Point 17 Short tail keywords 27Point 18 Long tail keywords 27Point 19 Tools for keyword research 29Point 20 Export keyword data 33Point 21 Keyword databases 34Point 22 SingularPlural synonyms special characters 35Point 23 Google Suggest as keyword source 36Point 24 Own keyword set 37Point 25 The ranking 38Point 26 Ranking data in the Google Search Console 41Point 27 Ranking fluctuations 42Point 28 Keyword focus 43Point 29 Website hosting 44Point 30 What is website hosting 44Point 31 The domain name45Point 32 Finding a suitable host47Point 33 With www or without www 48Point 34 HTML 49Point 35 Edit HTML code 50Point 36 Format HTML code 51Point 37 Meta tags53Point 38 The title tag 53Point 39 The description tag 56Point 40 The robots tag 58Point 41 The language tag59Point 42 Optimize images 61Point 43 The alt attribute 61Point 44 File name 63Point 45 Image size 63Point 46 Image dimensions 64Point 47 Prevent images from appearing in image search 65Point 48 Website architectureaccessibility 65Point 49 URL structure 67Point 50 Redirects 69Point 51 Status codes 71

Point 52 robotstxt file 73Point 53 Sitemapxml 76Point 54 htaccess 80Point 55 Redirect from ldquowith wwwrdquo to ldquowithout wwwrdquo 81Point 56 Protect your own images 82Point 57 Forward an old URL to the new URL 83Point 58 Structured data 84Point 59 Markup with Schemaorg 84Point 60 Rich snippets85Point 61 Data Highlighter89Point 62 Content optimization 91Point 63 Text enhancement 92Point 64 Duplicate content 95Point 65 Canonical tag 96Point 66 H-headings 97Point 67 Text highlighting 98Point 68 Performance and how to minimize response times 99Point 69 Optimization of the source textpage content 99Point 70 Optimization of the stylecss 100Point 71 Optimization of the JavaScript files 101Point 72 Server amp hosting 101Point 73 Minimize file size 102Point 74 Links 106Point 75 Hyperlinks 106Point 76 Internal links 108Point 77 Internal link texts110Point 78 Number of internal links 111Point 79 External links 112Point 80 Link building 112Point 81 Content marketing 114Punkt 82 Shopping 116Point 83 Special features of the shop systems 116Punkt 84 Individual- vs standard software 117Point 85 Order process and payment 118Point 86 Category pages 118Point 87 Pagination 119Point 88 Objective ratings 120Point 89 Content Management Systems 120Point 90 Community 122Point 91 Create a blog with WordPress 123Point 92 Create a blog with Blogger 126Point 93 Successfully market the blog 127Point 94 Web tracking 128Point 95 Integrate Google Analytics 129Point 96 Create e-commerce tracking 132Point 97 Conversions 133Point 98 AB and multivariate tests 136Point 99 Usability 137Point 100 Mobile optimization 140Conclusion Love Your Website 141About the authors 142

2

Foreword






3

Foreword

Marcus Tandler




Marcus Tandler

4

Introduction




5

Introduction







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

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Point 5 Branding








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Point 5 Branding


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ltscriptgt




insertBefore(am)





ltscriptgt

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shop





bull Buy costume





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EXAMPLE




costume online

und so weiter


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Example costume

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EXAMPLE








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Rewrite Engine On



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Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








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Point 37 Meta tags







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Point 37 Meta tags





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Point 44 File name




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65







Disallow



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Construction



68


Easy to read

Harder to read








into this URL



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Point 50 Redirects







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Point 50 Redirects




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User Server



User Server


72






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User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



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Point 53 Sitemapxml





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Point 53 Sitemapxml



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Point 53 Sitemapxml






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Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






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ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


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ltdivgt

88



Original code







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89









90










91









92




users




93










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95







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Point 66 H-headings









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Point 74 Links








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Point 74 Links





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Punkt 82 Shopping




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Point 87 Pagination











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Point 90 Community





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Fig 65 Snippet


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Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







2

Foreword






3

Foreword

Marcus Tandler




Marcus Tandler

4

Introduction




5

Introduction







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







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132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







3

Foreword

Marcus Tandler




Marcus Tandler

4

Introduction




5

Introduction







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







4

Introduction




5

Introduction







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







5

Introduction







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







6





7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







7








8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







8

Point 3 The market





9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







9







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







10


EXAMPLE



bull Female



bull Wealthy







rsquostoryrsquo

11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







11

Point 5 Branding








12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







12

Point 5 Branding


13






14





15








16





17







ltscriptgt




insertBefore(am)





ltscriptgt

18






19








20






21









22










23














24

Point 15 Keywords






25








shop





bull Buy costume





26


EXAMPLE




costume online

und so weiter


27






Example costume

28




29





30








31







32









33









34





35





36





37






38






39





40




41





42






43





EXAMPLE








Batman costume

44






45










46










47











48







Rewrite Engine On



49

Point 34 HTML




lthtmlgt

ltheadgt

ltheadgt

ltbodygt

ltbodygt

lthtmlgt


50









51









agtInclude link






52









Subheading

TextTextText

Subheading

TextTextText

53

Point 37 Meta tags








54

Point 37 Meta tags







55

Point 37 Meta tags





56






57









58










59










60






61








62




63

Point 44 File name




64





65







Disallow



66







67









Construction



68


Easy to read

Harder to read








into this URL



69

Point 50 Redirects







70

Point 50 Redirects




71









User Server



User Server


72






73







74






User-Agent

User-Agent


Disallow category2



Disallow category2




User-Agent Yahoobot



75







76

Point 53 Sitemapxml





77

Point 53 Sitemapxml



78

Point 53 Sitemapxml






79

Point 53 Sitemapxml




80

Point 54 htaccess








81












You enter

You get

via htaccess

82









YourWeb server

otherwebsite Client


displays image


83








84






RewriteEngine On

RewriteBase



85










86






ltdivgt

lth1gtPersonlth1gt






87






ltdiv itemscopegt

lth1gtPersonlth1gt




ltdivgt


lth1gtPersonlth1gt




ltdivgt






ltdivgt

88



Original code







lttimegt

89









90










91









92




users




93










94






95







96







97

Point 66 H-headings









98







99







100





101





102







103










104







105




106

Point 74 Links








107

Point 74 Links





108







109






110





111





112







113






114







115










116

Punkt 82 Shopping




117








118






119

Point 87 Pagination











120








121








122

Point 90 Community





123







124








125





Fig 65 Snippet


126








127








128






129







130







131













132






133








134








135






136







137

Point 99 Usability




138

Point 99 Usability







139

Point 99 Usability


EYE TRACKING





140










141




142

About the authors

About the authors

LAYOUT Julia Hoyle




Irina Hey


Eva Wagner


143

About the authors






REGISTER FOR FREE


PUBLISHER







website success guide … · content. foreword ..... 2 introduction..... 4

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