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The most important facts in a nutshell
If you want to be visible on the web today, you need to understand how search engines like Google work and how to optimize your website so that exactly the right users find you. But how does that work? Where do you start? At SEO Galaxy, we have supported countless projects from a wide range of industries, from small blogs to complex online shops to international websites. We therefore know from experience what works in practice and what doesn't. In this article, we share exactly this knowledge with you, supplemented with examples, tips, tools and strategies that have proven effective in real projects. This gives you all the SEO basics you need to rank high up very soon.
SEO in the marketing mix: What does search engine optimization actually mean?
SEO, or advertised: Search Engine Optimization, is not an isolated part of your marketing, but closely linked to almost all other channels. Whether it's content marketing, social media, paid ads or email marketing: SEO is effective wherever content is created, distributed or optimized. It influences how visible your brand is online, how many users reach your pages and whether these users actually become customers. Compared to paid ads (SEA), SEO has the big advantage that it has a long-term effect. So you don't have to pay for every click, but build up organic visibility over time. If you start SEO today, you won't be in first place tomorrow, but you will benefit massively in the medium and especially in the long term.
Especially in competitive markets, it is important that your website is found under relevant keywords. This includes general terms such as “online shop” or “service XY” as well as specific long-tail keywords with clear search intent. If you manage to be present on these searches, your website will not only get more traffic, but also attract better-quality visitors.
What is the difference between SEO and SEA?
A common mistake is confusing or mixing SEO with SEA. However, while SEO is aimed at the organic results of the search engine, SEA (Search Engine Advertising) is about paid ads that appear above or below the organic results. So in the end, two completely different things, even when it comes to showing your content in Google search results.
However, both channels have their right to exist; they just work differently. SEA gives you immediate visibility. But only as long as you pay. SEO, on the other hand, builds up an authority on your website over months, which has a lasting effect. It will therefore be particularly exciting when you combine both strategies intelligently. This allows you to push short-term campaigns with SEA while ensuring long-term rankings through SEO.
An example: You run an online shop for sustainable clothing. With SEA, you can specifically promote your bestsellers and achieve immediate sales. At the same time, you will use SEO to develop targeted landing pages on topics such as “sustainable jeans,” “fair fashion for men,” or “environmental protection through clothing.” Over time, these sites become important sources of traffic and bring you new users over and over again, without any further advertising costs.
Why is search engine optimization so crucial for companies?
It's simple: Because potential customers almost always search Google first. And anyone who doesn't show up there is virtually no existence in the digital space. Search results pages (SERPs) are today's digital shop window, and only the best results make it to page 1. Everything else goes unseen. That means no traffic, no inquiries, no sales. This is particularly fatal in highly competitive industries, because the competition never sleeps and has often been consistently optimizing their visibility for years.
With the right strategy, however, you can reach exactly the people who are looking for your products or services at the exact moment when they have a specific interest. You no longer have to laboriously convince them with advertising messages, but will be found because you offer the best answer to their question. And one more thing: SEO doesn't just have an effect on the outside world. Internally, companies also benefit from a clean SEO strategy. In fact, it forces you to clearly structure your content, sharpen your USP, set up your website technically clean and make it user-friendly. SEO therefore also indirectly ensures that you offer a better digital product. In the end, everyone benefits from this: your team, your customers, your turnover.
The most important SEO basics at a glance
If you want to be visible online, there is no way around SEO. But many underestimate how important the basics are, and precisely these are the key to sustainable success. We have summarized the central components for your SEO in an overview:
Onpage optimization: This is where you start your SEO strategy
When we talk about SEO, we always start with on-page optimization. Why Because it is the part of search engine optimization that you have completely in your own hands. This is about all measures that are implemented directly on your website, from technical foundations to content to structure.
Technical optimization: crawling, indexing, and load time
Before content even has a chance to rank on Google, it must be technically accessible. Google works with so-called crawlers, automated bots that analyze your website. If your site structure is convoluted, load times are poor, or content is indexed incorrectly, Google simply won't understand it correctly. A good example of this: Many online shops use variant items, such as a T-shirt in several colors. If no canonical tags are set here, Google evaluates each variant as a separate page with identical content. This results in duplicate content, which damages your ranking and wastes the crawling budget. This is a massive problem, especially for large shops. This requires a clean technical SEO strategy that ensures that only the relevant pages are indexed.
Technical on-page optimization also includes:
- Mobile optimization (responsive design)
- HTTPS encryption
- XML site maps
- robots.txt
- structured data (Schema.org)
- Core Web Vitals (load time, interactivity, visual stability)
W-W-W: The perfect content strategy for your target group
Unfortunately, it's not enough just to write about keywords. You need to understand HOW your target audience thinks, WHAT they want to know, and HOW you can best answer their questions. A buyer persona can help you with that. To do this, analyze comments on forums and watch discussions on social media for valuable insights. And then? Speak to your target group in their words. Use terms she knows. Explain what is unclear. And give clear, practical tips that can be implemented immediately. At SEO Galaxy, we often work with content briefings that precisely define the following points:
- Search intent
- Target group
- Keyword focus
- Text length
- structure and tonality
- Media used (images, videos, tables)
- internal and external links
The result: content that is found, read and shared, and that is exactly the core of successful SEO texts.
Content creation with a focus on user intent
Good SEO content starts with a simple question: What do users really want to know? It is not enough to include keywords indiscriminately in texts. You need to understand the search intent behind a term. Does anyone want to find out more, compare or buy? The better you do that, the higher the chance that your content will actually rank. Of course, you should also include your keywords and ensure a clear structure with subheadings, lists and images. It is also recommended to add value that goes beyond what you find on the first three Google results. This could be an example from your daily practice, a tool tip or a personal experience.
Internal links and page structure
Internal linking is also an often underrated component of on-page optimization. However, Google uses links to understand the structure of your site. So when you specifically link important content internally, you strengthen its relevance and visibility. At the same time, you help your users find their way around your website better. Also make sure that your most important pages are linked from as many relevant other sites as possible and use descriptive anchor texts. In this way, Google knows directly what it is about. By the way, categories and tags can also help by forming thematic clusters.
Offpage SEO: Building authority through backlinks
If you want to get the most out of your SEO strategy, offpage SEO is next on the agenda. While on-page optimization has focused on your own site, off-page optimization is about everything that happens outside of your website, especially backlinks. For Google, they are a signal of trust, relevance, and authority. The more high-quality pages link to you, the better your own site will be rated in search results. However, it is not the number of links that is important, but their quality. A backlink from a reputable online marketing website brings you more than ten links from some dubious web directories. You'll get the best links when your content is really helpful. Then others link them all by themselves. Therefore, produce content that contains data, opinions, or guidelines that do not yet exist. This type of content is often linked to by media, blogs or specialist portals. And guest articles on topic-relevant websites or mentions in interviews are also excellent sources of backlinks.
Another part of offpage SEO that is gaining in importance is also E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. Google wants to see content from real experts that is trustworthy and comprehensible. That's why it's worth making your expert profile clearly visible: with an “about us” page, author boxes, sources and clear contact information.
If you want to be visible on the web today, you need to understand how search engines like Google work and how to optimize your website so that exactly the right users find you. But how does that work? Where do you start? At SEO Galaxy, we have supported countless projects from a wide range of industries, from small blogs to complex online shops to international websites. We therefore know from experience what works in practice and what doesn't. In this article, we share exactly this knowledge with you, supplemented with examples, tips, tools and strategies that have proven effective in real projects. This gives you all the SEO basics you need to rank high up very soon.
SEO in the marketing mix: What does search engine optimization actually mean?
SEO, or advertised: Search Engine Optimization, is not an isolated part of your marketing, but closely linked to almost all other channels. Whether it's content marketing, social media, paid ads or email marketing: SEO is effective wherever content is created, distributed or optimized. It influences how visible your brand is online, how many users reach your pages and whether these users actually become customers. Compared to paid ads (SEA), SEO has the big advantage that it has a long-term effect. So you don't have to pay for every click, but build up organic visibility over time. If you start SEO today, you won't be in first place tomorrow, but you will benefit massively in the medium and especially in the long term.
Especially in competitive markets, it is important that your website is found under relevant keywords. This includes general terms such as “online shop” or “service XY” as well as specific long-tail keywords with clear search intent. If you manage to be present on these searches, your website will not only get more traffic, but also attract better-quality visitors.
What is the difference between SEO and SEA?
A common mistake is confusing or mixing SEO with SEA. However, while SEO is aimed at the organic results of the search engine, SEA (Search Engine Advertising) is about paid ads that appear above or below the organic results. So in the end, two completely different things, even when it comes to showing your content in Google search results.
However, both channels have their right to exist; they just work differently. SEA gives you immediate visibility. But only as long as you pay. SEO, on the other hand, builds up an authority on your website over months, which has a lasting effect. It will therefore be particularly exciting when you combine both strategies intelligently. This allows you to push short-term campaigns with SEA while ensuring long-term rankings through SEO.
An example: You run an online shop for sustainable clothing. With SEA, you can specifically promote your bestsellers and achieve immediate sales. At the same time, you will use SEO to develop targeted landing pages on topics such as “sustainable jeans,” “fair fashion for men,” or “environmental protection through clothing.” Over time, these sites become important sources of traffic and bring you new users over and over again, without any further advertising costs.
Why is search engine optimization so crucial for companies?
It's simple: Because potential customers almost always search Google first. And anyone who doesn't show up there is virtually no existence in the digital space. Search results pages (SERPs) are today's digital shop window, and only the best results make it to page 1. Everything else goes unseen. That means no traffic, no inquiries, no sales. This is particularly fatal in highly competitive industries, because the competition never sleeps and has often been consistently optimizing their visibility for years.
With the right strategy, however, you can reach exactly the people who are looking for your products or services at the exact moment when they have a specific interest. You no longer have to laboriously convince them with advertising messages, but will be found because you offer the best answer to their question. And one more thing: SEO doesn't just have an effect on the outside world. Internally, companies also benefit from a clean SEO strategy. In fact, it forces you to clearly structure your content, sharpen your USP, set up your website technically clean and make it user-friendly. SEO therefore also indirectly ensures that you offer a better digital product. In the end, everyone benefits from this: your team, your customers, your turnover.
The most important SEO basics at a glance
If you want to be visible online, there is no way around SEO. But many underestimate how important the basics are, and precisely these are the key to sustainable success. We have summarized the central components for your SEO in an overview:
Onpage optimization: This is where you start your SEO strategy
When we talk about SEO, we always start with on-page optimization. Why Because it is the part of search engine optimization that you have completely in your own hands. This is about all measures that are implemented directly on your website, from technical foundations to content to structure.
Technical optimization: crawling, indexing, and load time
Before content even has a chance to rank on Google, it must be technically accessible. Google works with so-called crawlers, automated bots that analyze your website. If your site structure is convoluted, load times are poor, or content is indexed incorrectly, Google simply won't understand it correctly. A good example of this: Many online shops use variant items, such as a T-shirt in several colors. If no canonical tags are set here, Google evaluates each variant as a separate page with identical content. This results in duplicate content, which damages your ranking and wastes the crawling budget. This is a massive problem, especially for large shops. This requires a clean technical SEO strategy that ensures that only the relevant pages are indexed.
Technical on-page optimization also includes:
- Mobile optimization (responsive design)
- HTTPS encryption
- XML site maps
- robots.txt
- structured data (Schema.org)
- Core Web Vitals (load time, interactivity, visual stability)
W-W-W: The perfect content strategy for your target group
Unfortunately, it's not enough just to write about keywords. You need to understand HOW your target audience thinks, WHAT they want to know, and HOW you can best answer their questions. A buyer persona can help you with that. To do this, analyze comments on forums and watch discussions on social media for valuable insights. And then? Speak to your target group in their words. Use terms she knows. Explain what is unclear. And give clear, practical tips that can be implemented immediately. At SEO Galaxy, we often work with content briefings that precisely define the following points:
- Search intent
- Target group
- Keyword focus
- Text length
- structure and tonality
- Media used (images, videos, tables)
- internal and external links
The result: content that is found, read and shared, and that is exactly the core of successful SEO texts.
Content creation with a focus on user intent
Good SEO content starts with a simple question: What do users really want to know? It is not enough to include keywords indiscriminately in texts. You need to understand the search intent behind a term. Does anyone want to find out more, compare or buy? The better you do that, the higher the chance that your content will actually rank. Of course, you should also include your keywords and ensure a clear structure with subheadings, lists and images. It is also recommended to add value that goes beyond what you find on the first three Google results. This could be an example from your daily practice, a tool tip or a personal experience.
Internal links and page structure
Internal linking is also an often underrated component of on-page optimization. However, Google uses links to understand the structure of your site. So when you specifically link important content internally, you strengthen its relevance and visibility. At the same time, you help your users find their way around your website better. Also make sure that your most important pages are linked from as many relevant other sites as possible and use descriptive anchor texts. In this way, Google knows directly what it is about. By the way, categories and tags can also help by forming thematic clusters.
Offpage SEO: Building authority through backlinks
If you want to get the most out of your SEO strategy, offpage SEO is next on the agenda. While on-page optimization has focused on your own site, off-page optimization is about everything that happens outside of your website, especially backlinks. For Google, they are a signal of trust, relevance, and authority. The more high-quality pages link to you, the better your own site will be rated in search results. However, it is not the number of links that is important, but their quality. A backlink from a reputable online marketing website brings you more than ten links from some dubious web directories. You'll get the best links when your content is really helpful. Then others link them all by themselves. Therefore, produce content that contains data, opinions, or guidelines that do not yet exist. This type of content is often linked to by media, blogs or specialist portals. And guest articles on topic-relevant websites or mentions in interviews are also excellent sources of backlinks.
Another part of offpage SEO that is gaining in importance is also E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness. Google wants to see content from real experts that is trustworthy and comprehensible. That's why it's worth making your expert profile clearly visible: with an “about us” page, author boxes, sources and clear contact information.
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Then now is the right time! Together we will turn your website into your strongest sales channel - with a clear strategy and measurable growth.
Get free adviceSEO for beginners and SEO beginners: How to start your SEO journey
When you're at the very beginning of your SEO journey, the variety of terms, tools, and techniques quickly seems overwhelming. But don't worry, every SEO expert started out as a beginner. It is important that you understand the basics correctly and follow a clear strategy.
1. Start with a clear goal
As a beginner, you should also first understand your goal. What exactly do you want to achieve with your website? Examples of typical goals include:
- sell products or services (via online shop, booking system)
- Generate inquiries (e.g. as a coach or service provider)
- Build up expertise (e.g. blog or advice portal)
- Build a community (e.g. forum, member area)
Why is that so important? Because your SEO measures must be geared accordingly. For example, an online shop needs different content and page structures than a blog and a local service provider must optimize differently than an international provider.
2. Learn the language of your target group
SEO always starts with understanding, and not from Google, but from your potential visitors. So ask yourself:
- How would they search for my offer?
- What questions do they ask themselves beforehand?
- What terms do they use for this?
You can use tools such as Ubersuggest, Answer the Public or Google Keyword Planner to do this. So-called long-tail keywords, i.e. search terms with three to four words, such as “vegan sneakers women white” instead of just “sneakers”, are also particularly important. This allows you to reach users with specific intent.
3. Build an SEO-friendly site structure
A simple, logical site structure is a hugely important point when it comes to your SEO. Ideally, you have:
- a homepage that makes it clear what your website is about
- a clear menu structure (max. 5—7 main items)
- Category pages that bundle thematically (e.g. “women's fashion” → “dresses” → “summer dresses”)
- Detailed pages that are optimized for a specific topic
- a blog or advice section if you want to inform
As a rule of thumb, any content should be accessible with a maximum of three clicks.
4. Create content that really helps
If you know what your audience is looking for, you can create content that answers exactly those questions. Pay attention to:
- a clear structure (headings, paragraphs, lists, images)
- natural keyword usage (don't exaggerate!)
- Added value through own experiences, examples, tools or quotes
For example, a blog post about “Meal Prep for Beginners” works best with an introduction, step-by-step instructions, a shopping list, and a checklist to download.
5. Optimize meta data and snippets
Perhaps you knew about it, but because it is important, it should definitely not be missing from our list. Meta data is responsible for how often your content is clicked at the end. But the good thing is that you can easily create them yourself. Either manually in your CMS or with tools such as Yoast SEO or Rank Math on WordPress. The meta data consists of
- a concise title (max. 60 characters), such as “Meal Prep for Beginners — 7 Easy Steps” and
- a meaningful meta description (max. 160 characters), e.g. “Start now with healthy food in stock | Includes instructions & shopping list”
6. Maintain technical cleanliness
Don't worry, you don't need any developer knowledge to implement the most important technical SEO basics, especially if you're using a CMS like WordPress or Shopify. Pay attention here:
- HTTPS: Secure your site with an SSL certificate
- charging time: Compress images, use caching, reduce JavaScript
- Mobile optimization: Your site should work perfectly on a smartphone
- XML site map and robots.txt: Let Google know which pages are important
Sounds complicated? It doesn't have to be that way. We recommend free tools such as Google PageSpeed Insights, Google Mobile-Friendly Test and Google Search Console. There, you will receive all important data in a structured and often at a glance, so that you can optimize your website in a targeted manner.
7. Build your internal link
Always link specifically to related content on your site in your texts. This helps Google understand your page structure and allows users to discover more suitable content. An example: A post about “Meal Prep” could link to other articles such as “Shopping list for 1 week” or “The best storage boxes.”
8. Think long term, SEO is not a sprint
A common mistake among SEO beginners: They expect quick results. But SEO is a marathon. Building visibility takes time, especially with new pages. However, anyone who continuously works on their content, technology and user-friendliness is rewarded with permanent, free traffic.
And so that you can get started right away, here is an overview of measures that you can implement week by week:
Your 8-week plan: Implement SEO basics step by step
Week 1:
- Define SEO goal (What do you want to achieve?)
- Check/adjust home page and menu structure
Objective: Set the basis and direction
Week 2:
- First keyword research (5-10 terms)
- Note down longtail variants
- Understanding search intent per keyword
Goal: Target content to real search queries
Week 3:
- structure 1 focus landing page (e.g. offer/service)
- Formulate meta title & description
Objective: Make your first page search engine friendly
Week 4:
- Optimize images (compression, alt tags)
- Check load speed with PageSpeed Insights
Objective: Improve technical principles
Week 5:
- Create a blog or advice structure
- Write your first blog post with an SEO focus
Goal: Build visibility & cover keywords
Week 6:
- Add internal links (3-5 useful links)
- Revise more meta titles + descriptions
Objective: Improve structure & CTR
Week 7:
- check or create an XML sitemap and robots.txt
- Connect Google Search Console and submit a sitemap
Goal: Enable Google crawling
Week 8:
- Organize initial backlinks (directories, partner sites)
- Initiate reviews (e.g. Google, ProvenExpert)
Objective: Build authority and trust
SEO basics for local businesses
If you run a local business, be it a restaurant, a hair salon or a craft business, you need different SEO measures than a supra-regional online shop. That's because local search engine optimization (local SEO) follows its own rules. It's not just the content that counts here, but above all where you are. Google wants to give users the best results near them and that's where you need to be visible.
Understanding local search intent
Local searches have a clear purpose: Users want to find something in their area, quickly, specifically and with little effort. Typical examples include:
- “Bakery nearby”
- “Dentist Berlin Charlottenburg”
- “Emergency Locksmith Cologne”
Such inquiries often contain location references (“nearby”, district names) or can be derived from the user's location. That is why it is so important that you also send local signals, i.e. make it clear where you are and for which location your service is relevant.
Google business profile as a foundation
A complete and well-maintained Google Business profile (formerly Google My Business) is a must for local visibility. It is not only the basis for the so-called Local Pack (the map view with the three top local results), but often also the first point of contact for your customers. Important components of a successful GMB profile include:
- Name, address, phone: Consistent with website & listings (NAP data)
- Opening times: Always up to date, including holidays
- Description: Clear text with keywords & USP
- Pictures: Your own photos of the interior, team, products
- Posts: Use the post function for news, promotions or events
- Reviews: Actively promote, answer politely, even when criticized
A well-maintained entry also strengthens user trust, as many customers decide for or against a provider based on reviews and photos before they visit.
Create local content
While your Google profile provides a quick overview, you also need locally optimized content on your website in order to rank well in the organic search index (the regular Google results). That could be:
- District-specific landing pages: e.g. “Kanalreinigung Berlin-Kreuzberg”
- Blog posts with local references: e.g. “5 tips for changing winter tires in Cologne”
- Success stories and customer testimonials from the region
- Local events or activities
Simple, directly implementable measures for greater visibility
It is often the small things that have a big impact. You should therefore definitely include the following steps on your SEO checklist for local SEO:
Include local keywords
- Use combinations such as “Industry + District” or “Offer + City.”
- Avoid mere enumerations, but include references to locations sensibly in text and headings.
Keep NAP data consistent
- Name, address, and telephone number must be the same everywhere, such as on your website, GMB, in business directories and on social media, as discrepancies have a negative impact on your local credibility.
Build local backlinks
- Subscribe to relevant business directories (e.g. Das Örtliche, 11880, city business directory)
- Collaborate with local media, associations or organizers
- Link, for example, through sponsorships, interviews, campaigns or local events
With these measures, you are laying the foundation for long-term visibility in your region, even with strong competition.
SEO is not a one-time project, but a process
One of the biggest misconceptions in SEO: “I optimize my site once and then it works.” Unfortunately (or fortunately), SEO is never completed. Why Because...
1. Google updates are changing the rules of the game
Google changes its algorithm several times a year, causing some content to unexpectedly lose visibility, while others suddenly rank better without optimizations. Only those who analyse and react regularly will therefore stay ahead.
2. The competition never sleeps
New competitors are entering the market almost every day and existing sites are also constantly improving. Anyone who does not remain active automatically slips down the ranking.
3. Content becomes obsolete
Pricing, statistics, screenshots, opening hours — many things quickly become obsolete. Outdated pages lose relevance, clicks and trust as a result. You should therefore always keep in mind which pages need to be updated regularly and manually check your content from time to time so that you don't miss anything and keep everything up to date.
We therefore recommend planning a fixed SEO time every month, even if it is only 1-2 hours. The effect is enormous in the long term.
Monthly to-do list for sustainable results
To make maintenance easier for you, here is a compact overview of what you should do regularly in the future:
1. Check rankings: Do you see upward or downward trends? Are there any new opportunities?
2. Update content: Adjust outdated content → better ranking & higher CTR
3. Check backlink options: Use new collaborations, mentions or media
4. Go through Google Search Console: Identify crawling errors, index issues, or new keywords
5. Identify new questions from the target group: Use trends or recurring questions as content ideas
SEO content marketing: content that brings visibility
Your goal must be to produce content that is relevant to both users and search engines. This means: They must meet the search intent, offer real added value, be up-to-date and be neatly structured. Good content starts with keyword research and we consciously repeat that at this point. You need terms that people actually search for. But then comes the decisive next step: understand what users mean by these terms. Does anyone want to buy, compare or find out more? This distinction influences the structure, style, and depth of your content. An example: For the keyword “best power banks 2025,” users do not expect a general guide, but an up-to-date list of test winners, comparison tables and buying advice. That is exactly what you need to deliver and not less. Also rely on different types of content, such as:
- Instructions and step-by-step guides
- Checklists and templates
- Comparative tables
- testimonials
- Interactive tools
These formats not only ensure better rankings, but are also linked more frequently, a win-win for your SEO.
Evergreen content vs. news: The right mix as a sustainable traffic source
A well-thought-out content strategy is not just about what You publish but also when and How long content remains relevant. A rough distinction is made between two types of content: evergreen content and news/trend content (current topics).
What is evergreen content?
Evergreen content is content that remains relevant in the long term, i.e. is regularly searched for and found regardless of seasonal trends or short-term events. They answer timeless questions or provide basic knowledge that is still valid even months or years from now. Typical examples:
- “Pilates for beginners: How to start right”
- “What is a canonical tag? ”
- “How does a steam cleaner work? ”
- “Step-by-step guide to building a tree house”
These blog posts work like a stable component of your SEO strategy. They answer frequent search queries that are constantly recurring, for example because people regularly search for guidelines or because a problem comes up again and again (e.g. “taxes as a self-employed person”).
Evergreen content...
- This brings organic traffic via search results in the long term,
- can be updated and pushed again regularly
- is ideal for internal links,
- strengthens your authority as an expert in a subject area and
- provides ideal foundations for further content formats (FAQs, guides, landing pages).
Especially in combination with SEO plugins such as Rank Math or Yoast, you can specifically optimize such content, for example through suitable meta data, structured subheadings, reader-friendly paragraphs and a clear keyword strategy. And structured data (Schema.org) can also be easily integrated here, for example to appear as a rich snippet in the SERPs.
What is news or trending content?
In contrast to evergreen content, there is so-called news content, i.e. content that relates to current events, trends or time-limited developments. These can be, for example, the following formats:
- Updates on Google algorithms and ranking factors
- Trends in the industry (e.g. “autumn cinnamon recipes”)
- Reviews of events, conferences or studies
- new features in products
- personal insights, hind-the-scenes, current reactions
This content is aimed at current search queries and usually creates short-term peaks in traffic. But even though they rarely stay at the top of search results permanently, they are extremely valuable for:
- Your brand building and visibility in real time
- Social media distribution (e.g. LinkedIn, Instagram, Twitter)
- Building up expert status in your niche
- Identifying and addressing new target group questions
A well-written trend post can also serve as a door opener for other content formats, such as a follow-up analysis, an interview or a permanent evergreen guide that deepens the topic.
Why the right mix is crucial
A content strategy that only uses evergreen quickly appears static and not up-to-date. If you focus exclusively on news, on the other hand, you burn a lot of resources for content that loses relevance after a few days. The key therefore lies in the strategic balance of both formats. We therefore recommend the following distribution:
Evergreen content: 70%
Objective: Stable rankings and sustained traffic
Trending content: 20%
Objective: Visibility on current topics, relevance
Experimental content: 10%
Objective: testing new formats, interaction, feedback
SEO, SEA, Social Media & Co: When combinations are worthwhile
Even though SEO has many strengths, it only really has its full effect when you combine it strategically with other channels. After all, SEO is not a competitor to SEA, content or PR, but a catalyst. In the following, we have therefore summarized for you when which combination can make sense:
SEO + SEA = Maximum visibility
- Ideal for new pages, products or campaign launches
- SEA brings traffic immediately, SEO builds long-term rankings
- You cover short-term and long-term search intentions at the same time
- Extra tip: Use data from SEA (e.g. CTRs, keywords) to optimize your SEO strategy
SEO + content marketing = reach & added value
- Blog articles, advice pages and knowledge areas provide content for SEO
- You reach your target group at various stages of the customer journey
- Content also promotes backlinks, retention time, and internal linking
- Evergreen content (e.g. guides, comparisons, FAQs) brings visitors for years
SEO + PR = Trust & Authority (E-E-A-T)
- PR measures (e.g. interviews, press reports, expert tips) strengthen your brand
- Good PR brings high-quality backlinks from news portals or industry media
- You build up your expertise in a publicly visible way — this also strengthens your Google ranking
- Especially in the context of Google E-E-A-T (Experience, Expertise, Authority, Trust), this combination is worth its weight in gold
Conclusion on the basics of search engine optimization
You have now received a comprehensive overview of the most important SEO basics. From technology to content to off-page optimization. You know what Google pays attention to, how to create relevant content and which SEO measures work in the long term. Now it's just implementation that counts. It should also be clear that SEO is not a project with a fixed end point, but an ongoing process. You'll have to revise content over and over again, discover new opportunities, and adapt to changes such as Google updates.
And you might be thinking: That sounds like a lot of work... And yes, it is. But it's the kind of work that pays off in the long run. A website that consistently ranks well on Google not only brings you visitors, but also trust, brand authority and predictable sales. Especially now that paid advertising is becoming increasingly expensive, organic visibility is a real competitive advantage. That's why our advice: Take at least 30 minutes every week for your SEO maintenance. Check rankings, update content, add new internal links and continue optimizing step-by-step. This is how you develop a sustainable SEO system that grows, even if you're not actively working on it.
If you need assistance, we at SEO Galaxy are happy to help. As experienced SEO experts, we support you at every stage, from initial keyword research to conversion optimization.
Do you finally want to be visible on Google? Then start now. Your competition is already there.
FAQ: Frequently asked questions about SEO basics
Below you will find answers to the most common questions about SEO basics.
What is the difference between on-page SEO and off-page SEO?
Onpage SEO includes all measures directly on your website, such as technical optimization, content, internal links and user experience. Off page SEO refers to everything outside of your website, particularly backlinks from other sites. Both areas therefore complement each other and are decisive for sustainable rankings.
How long does it take for SEO to take effect?
SEO is a long-term process. In some cases, initial results can be seen after just a few weeks, but visible rankings usually take 3 to 6 months, depending on competition, keyword and website status. It can also take longer for highly competitive keywords.
Do I need SEO tools to get good results?
Yes, absolutely. Good SEO tools such as Google Search Console, Ahrefs, SEMrush or Screaming Frog provide you with important data about your website, search queries, rankings, and technical errors. They are ultimately essential for making well-founded decisions.
Is an SEO plugin like Yoast or RankMath enough for WordPress?
An SEO plugin is a good start, but it doesn't replace a comprehensive strategy. Instead, plugins help you with technical implementation, such as meta data, sitemaps, and structured data. But for real success, you also need content, structure, backlinks and a good understanding of user intent.
Is SEO still relevant in 2025?
More than ever Despite AI, social media and voice search, Google remains the first point of contact for many people to search for information. Whoever is visible there gains trust, clicks and customers. The rules may change, but the importance of SEO will certainly continue to grow over the next few years.
Are you ready for rocket growth?
Arrange your personal consultation now and find out how we can help you get ahead in search engine marketing. Whether you run a small company or are responsible for a large corporation - we will find the right solution for you.
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