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What is an SEO Analysis?

An SEO analysis makes it possible to determine the status quo of your website and helps to identify technical errors or page structure more easily. Common SEO tools are used, such as Screaming Frog SEO Spider, Ahrefs or SEMrush. The fixes and every small change to your website could lead to significant improvements in the organic search results. During an SEO analysis, the HTML coding of your site is checked, a backlink portfolio is created and an SEO strategy is proposed.

How should you carry out search engine optimization in order to get to the first places in organic search?

What is more important – to make your pages user-friendly or just optimize them for search engines? The answer is very simple: you have to pay attention to both. A slow page on which not all page elements appear at the same time results in a poor user experience (UX) and a higher bounce rate. The user experience is further explained on the SEO seminar page. Good website optimization is a big challenge for every SEO manager. The Google algorithm is constantly changing and has become more and more complex due to many updates over the past 15 years. In the summer of 2021, Google announced the new ranking factor, the Core Web Vitalis. You can find detailed information about Core Web Vitalis on the Onpage SEO page.


The basic SEO measures are the first steps in search engine optimization


Connect your domain with google search console

It is highly recommended to connect your website to the free Google Search Console. When you register, you will be asked to create your domain as a so-called property. The Google Search Console offers you an analysis of important metrics of your domain, such as the CTR (click-through rate), the impression, and much more.

Why should you perform an SEO analysis with Google Analytics?

Google Analytics will enable you to display many metrics in detail. Such a basic analysis is essential to understand how users come to your site and which channels are used more often. To be able to carry out a basic SEO analysis, you have to connect your domain to Google Analytics. A detailed description of how to set up Google Analytics can be found on the Google Marketing Platform.

When should you use Google Tag Manager?

The Google Tag Manager can help you to turn the leads you have won into customers. Good lead analysis is essential for the success of your company. The information such as the length of stay, form submissions, or which products have been removed from the shopping cart are very valuable for your company. The Tag Manager can extract such information and, in combination with Google Analytics, collect the data. We recommend using Google Analytics to optimize your online shop or website. For this reason, it is important to set up a Google Analytics account and link it to the Google Tag Manager.


Install the SEO Yoast plugin (WordPress)

The WordPress plugin Yoast SEO is the most popular SEO tool worldwide and allows you to have many individual settings on your websites. With this plugin you can control and adjust the title tags and meta descriptions that appear in search results. This plugin helps you with the creation of a sitemap, a canonical tag, breadcrumbs and much more. If you use a WP-CMS (WordPress Customer Management System), then you can install the Yoast SEO plugin for free.

What is sitemap_index.xml?

The sitemap is one of the basic SEO measures and is essential for every domain. A sitemap is a list of important URLs of a domain and shows the web crawler what the structural overview and the structure of a website look like. You can create the sitemap with the WordPress plugin Yoast SEO or with the online sitemap generator. A generated XML sitemap is uploaded to the main directory (root) and can be called up under your own domain: It is recommended to enter the XML sitemap URL in the Robots.txt directory, but more about that in the next few lines.


What is Robots.txt?

The Robots.txt file is a file used to control the web crawlers. It is a plain text file that contains the rules and instructions for certain crawlers. The basic Google guidelines for robots.txt files, you can find in the full syntax of robotx.txt files. The txt file can be tested with the robots.txt tester file from Google. It is important that in addition to the web crawler instructions, the sitemap URL is also included in the txt file in order to let the web crawlers know which important indexed URLs your website has.


How important is detailed keyword research?

Professional search engine optimization is unfortunately not possible without extensive keyword research. In practice, keyword research is repeatedly skipped with the argument: “We already know which terms or keywords our customers are looking for”. This leads to unused potential due to unused and unknown keywords on your page.

The search engine optimization of a website does not only mean optimization of the technical SEO area, but also thorough keyword research. The keywords found to play a decisive role for your company and are the “key” of your web page. It is important to emphasize here that there are no right or wrong keywords.

The choice of keywords between informational, navigational, and transactional keywords depends on various factors:

  • Your potential customer (the searcher) asks general questions with the intention of understanding possible ways to a solution (informational keywords or i-want-to-know). For example “types of sports shoes/sprint shoe types”
  • The customer is interested in navigating to a specific destination, e.g. B. a brand website, a product page, a target page for solutions (navigational keywords or i-want-to-go). For example “Sports shoes Hamburg”
  • The customer has an identified need or solution to the urgency of the transaction. Furthermore, the customer is purchase-oriented (transactional keywords or i-want-to-buy). For example “buy sports shoes”

What is user intention?

Before you start doing keyword research, it makes sense to define a goal and analyze the target group. It is advisable to put yourself in the perspective of the searcher and act as your target group for Google searches. A brainstorming session with many keyword suggestions that are relevant to your company is also part of professional keyword research.

An analysis of the searcher intention (user intention) of your well-ranking pages helps you to understand how you can be found in the SERPs. Do your target keywords have an i-want-to-know, i-want-to-go, i-want-to-do, or i-want-to-buy search intention? The search intention cannot always be clearly classified, there are also mixed forms. This classification of the keywords will help you to better understand the user intentions and to adapt your websites accordingly.

Brainstorming is part of professional and thorough keyword research

What is an SEO competition analysis?

The next step in detailed keyword research would be to analyze the competition in organic search results. SEO tools like Ahref or Sumrash can help you to identify your competitors more easily. SEO analysis of your competitors can help you to close keyword gaps and improve your website ranking.

The SEO competitor analysis allows you to get a better overview of the main competitor and at the same time to make your site even more competitive. The decisive strategy in a competition analysis is to “match” your keyword set with the first three SERPs competitors.


Questions for an SEO competition analysis

An SEO competition analysis should answer the following questions:

  • Which keyword should you place on your page that you haven’t used yet?
  • What content should your site contain in order to remain competitive?
  • How could this content be optimized?
  • Where does your competition get their backlinks from?

Plan SEO Competition Analysis thoroughly

In order to be able to answer these questions well, you should thoroughly plan an SEO competition analysis:

  1. The first step is to determine which competitor is your main competitor or “top competitor”?
  2. The second step is to identify a “keyword gap”. The keyword gap tells us how big the keyword gap is between us and our competition. This SEO analysis can help us determine with which keywords that we do not use our competition improves their ranking. The goal is to make this gap as small as possible or even to close it with suitable keywords. Integration of the relevant keywords found by us in the content is essential.
  3. The third step is to establish a link gap. Here the backlinks of our competition are analyzed and compared with our backlinks. It is important that the analysis is not done at the domain level, but at the page level.
  4. The fourth step is the so-called top content analysis. Analyze which content your competition ranks well with and try to create better content.


Nowadays, a keyword planner is indispensable for extensive keyword research. This free Google tool can help you discover new keywords. The keyword search volume (number of Google search queries by users for the relevant keyword) is shown in the keyword planner as a monthly search query average and is an important parameter when discovering new keywords.

A money keyword hypothesis could be: The higher the competition for this keyword, the more expensive the paid keywords in Google Ads are. For organic search, this means hypothetically that heavily advertised ads keywords are also highly competitive in organic results. A good keyword strategy also includes an analysis of the money keywords, taking into account important organic keywords on your website.


Use the keyword planner to do a detailed keyword research

How important is relevant content for SEO?

Creating relevant content that appears relevant to the search engines and is also well received by users is the art of good SEO optimization. In order to evaluate the relevance of a page, Google evaluates more than 200 signals.

The question arises when content is perceived as relevant. This is the case if he:

  • is unique
  • the website is very popular with search engines
  • the website is updated frequently

What is duplicate content?

You should avoid duplicate content or identical information on your pages. In the case of duplicate content, only one URL is usually saved and displayed in the results list (SERPs). It may be that the duplicate content is not indexed multiple times by Google. The user who is looking for information should get the best possible page result for the information sought. Duplicate content offers no added value for the searcher and should be avoided. A solution for your duplicate content would be the <canonical> tag or canonical attribute. You can find more about the canonical attribute on the Onpage SEO page.

When creating content, you should rely on unique and holistic content. Holistic content (holistic content) is essential for search engine optimization. Each content should present a topic extensively and in detail in order to provide users with answers to the questions asked from different perspectives.

Avoid duplicate content and rely on unique content


The primary goal of search engine optimization (SEO) is to improve the organic ranking in the search engine result pages (SERPs) through SEO measures. The organic ranking represents the positioning of the page in the list of search results that are not paid. There are usually three SEO practices used namely Onpage SEO, Technical SEO, and Offpage SEO.

Offpage SEO refers to the external measures that take place outside of your website and that cannot be directly influenced by the web developer. Offpage optimization is often called link building and is an important ranking factor. The diversity of the backlink profile from external websites, or rather the incoming links from other websites, could give your domain decisive relevance. You can find more detailed information about backlinks on the Offpage SEO page.

SEO depends on many factors that ultimately make up the final ranking. Onpage SEO describes the practices that can be influenced by an SEO itself. This includes the page title, title and meta tags, images, internal links, URL structure, and page loading speed. The page loading speed is part of the technical SEO area, but cannot be easily separated from the Onpage SEO. More information on this can be found on the Onpage SEO page.

Checking the indexing is very important to see if all pages are on index / follow. The meta robots instruction in HTML codes index / follow (<meta name = “robots“ content = “index, follow“>) is used by the web crawler and tells him that the crawler can crawl and index your pages. There are different methods of checking all URLs of a domain, such as the Chrome Extension SeeRobots, Google Search Console or the URL Status Code for a ScreamingFrog crawl.

The bounce rate is very important! A high bounce rate can have several reasons and could, for example, show you that your site does not offer any real added value for searchers.

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