Checklist SEO process

Search engine optimization (SEO) is the most important tool for acquiring new customers in many industries. Companies should therefore ensure that they are found in the top positions with the most important search terms on Google and other search engines.

You can either implement SEO yourself or delegate it to external agencies. In both cases, it is worth attending a course in which the basics of search engine optimization are explained.

Process of an SEO campaign:

  • Which business topics have the highest priority?
  • How are these topics queried on Google.ch?
    • Clarifications with the Google AdWords keyword planner
    • Clarifications based on Google AdWords campaigns: Which search terms achieve the highest click and conversion rates?
    • Definition of further search terms or search term combinations
    • It is better to choose specific search terms or search term combinations (e.g. find a vocation) than generic terms that are highly competitive (e.g. vocation)
  • How well are we already found on Google for the defined search terms?
    • It makes no sense to optimize search terms for which we are already found in the top 5.
  • What is attractive content on these topics or search terms from the perspective of potential customers?
    • Tips, questions and answers, checklists, guides, tests, ideas, picture galleries, videos, success stories, games, etc.
  • Creation of landing pages analogous to the defined search terms
    • Landing page = topic-specific and search engine optimized landing page
    • Content: Develop attractive content as described above
    • "SEO craft": Integrate search terms in URLs, title tags, H1 titles, H2 titles, body text, file names of images, alt tags of images, etc.
    • Ensure that interactions (clicks, downloads, prints, long dwell time, low bounce rate, etc.) take place on the landing pages. This is becoming increasingly important for SEO.
    • Attractive design
    • Pay attention to the optimization of the conversion rate: Click prompts, offer various dialog options, etc.
  • Link the landing page internally as high as possible in the page hierarchy
    • Best option: From the start page if possible
    • Best time variant: From a subpage (keyword directory, sitemap)
    • Search term in link text
  • Provide external signals
    • Ensure external links and mentions through online PR and social media activities
  • Continuously monitor search engine positions
    • For a few search terms by hand with Excel table
    • For many search terms with professional tools (Xovi, Sistrix etc.)
  • Measuring business success
    • Conversions (form inquiries, telephone inquiries, etc.) before and after
    • Tools: Google Analytics (set up conversion goals)
  • Carry out further optimizations if the top 10 positions are not reached
    • Example: Display additional content and link from the corresponding landing page

Overview SEO courses