Google SEO 2022 - The ultimate guide

Nicolà von Goetze,  November 30, 2021
5 Min. reading time

With a market share of 92,26% (as of April 2021), Google is by far the most widely used search engine in the world. So if you want to have more visitors (traffic) on your page, SEO (Search Engine Optimisation) for Google is one of the most effective ways to achieve this goal. Because if Google likes your site, it will show up high in the search results. There are many different ways to optimise your website. Here it is important to keep the focus on the important things. While some factors have little weight and their optimisation to perfection brings about rather minor improvements, others are indispensable and should definitely be taken into account if your goal is to have more visitors on your website on a regular basis.

What makes a good website from Google's point of view?

In general, it can be said that Google is the user's advocate: Google is interested in showing website visitors exactly what they want to see in a way that is optimised for their user experience (UX). This results in the SEO guidelines, i.e. the factors to which Google gives the most weight when it comes to assessing the quality of a website. The Google ranking, i.e. your position in the list that is displayed when a potential customer searches for your service, is then based on this assessment.

The following statistic shows how decisive your ranking is in this list:

According to a recent study by ahref (https://ahrefs.com/blog/search-traffic-study/), which examined more than 1 billion websites, 90.63% of all websites receive no traffic at all!

This is because most Google searchers do not go further than page 2 or 3, because the sophisticated Google algorithm already shows them what they were looking for among the first search results.

Now, of course, the question of all questions arises:

How can you also be displayed on the first or best: the first page on Google?

Technical SEO for Google

Fast loading times

The basic prerequisite for a well-performing website is, of course, that it functions perfectly from a technical point of view. If it takes several seconds to load before the first content is displayed, common sense (and numerous studies) tells us that many impatient website visitors prefer to look elsewhere.

Error free website

Of course, it is also important that the website does not contain any errors (bugs) on the programming side. A clean and modern source code is therefore also a must in order to rank well on all search engines.

Google uses a sophisticated algorithm called the Google Crawler to rank websites. When your website goes online and it is not specified otherwise in the settings, this crawler will go through your website, evaluate it and index it at the end. A modern source code makes the Google crawler's work easier, which is why Google also rewards the use of, for example, semantic HTML (HTML = the hypertext markup language that is the basic framework of every website) with a higher ranking.

Accessibility of the site

A stable server infrastructure with many fallback options ensures that your site is always accessible. When looking for a service provider, it is advisable to choose one that has been established on the market for years. These are usually very reliable.

Optimise mobile responsiveness

With a modern website, it is mandatory that the layout of the page adapts to different screen sizes so that the content of the website is always displayed perfectly. In recent years, the number of users accessing websites from mobile devices has continued to increase. In 2020, the proportion of website visitors accessing them from desktop PCs was 36%, but the proportion of mobile visitors was 61% - and the trend is rising (https://www.perficient.com/insights/research-hub/mobile-vs-desktop-usage).

For this reason, Google has moved to the motto "mobile first" in recent years; the mobile user experience is now a decisive factor in how successful your site is.

Security of your website

If you take a closer look at the next website you visit, you will most likely see a small lock symbol in the upper left corner of the browser right next to the domain. This indicates that the website is being accessed in a secure manner. When you click on a website on Google, or use a feature such as a contact box, requests are made from your computer to the server where the website is located. Nowadays, it is standard for every trustworthy website to have an SSL or TLS certificate. This makes it possible to transmit encrypted information to the server via https, e.g. your search query, and also to receive encrypted information from it. This ensures that no one somewhere in between can read your data.

Content is King - even in 2022 your content will remain crucial

Up-to-date & regularly expanded content

A website that is regularly maintained and on which up-to-date content is always published is rated better by Google than a website from 2010 that deals with topics that have not been up-to-date for a long time.

In order to create content on a regular basis, it makes sense to have a blog on practically every website where a service is sold. In this blog, you can always write articles on current topics that are relevant to your target group.

Content that gets to the point and offers maximum added value

The added value that your articles have for your target group should be in the foreground for you. For this reason, it is worth taking a close look at your target groups. What do they want, what are they interested in? From this, you can then develop the topics for which you create content.

Unique content for your website

If you provide unique and relevant information on your page that your website visitors can't find anywhere else, they will automatically land on you.

A good approach here is a comprehensive keyword analysis. With this analysis, you can find out what your potential customers are looking for, but also which questions do not yet have answers.

Well structured content - short, clear sections

If we want to get information, we want it as quickly as possible. So when a visitor is on your site, he wants to be presented with what he wants to see directly and without detours, otherwise he will simply look elsewhere. To keep your visitor on your website, it is advisable to have a good structure with appropriate headlines as well as short and crisp text sections.

Social trust in search engine optimisation

  1. Google reviews

Since the user experience is paramount for search engines, feedback from your visitors is also important for Google. This happens both indirectly, e.g. by measuring the time visitors spend on the website, and directly through ratings.

If you do high-quality work and your clients are satisfied, it makes sense to inform them of the existence of this evaluation option.

2. backlinks

If you have made a name for yourself and provide high-quality, unique content, it is highly likely that other websites will link to your articles. The more important and higher they rank, the better it is for your reputation.

Conclusion

If your website has a solid technical base, is regularly updated, you create unique and relevant content for your target group and receive more and more social trust due to your quality, you are well on your way to a high Google ranking.

You need to be a little patient, though, because your website has to prove that it can keep attracting visitors and some aspects, such as Google reviews, simply evolve over time.

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