How can I improve my SEO sense
SEO measures: tips, examples, mistakes - and how to do it better
B: Today we're talking about typical SEO measures that, yes, from our point of view, are real for the bin. So a lot of scorched earth that you can see that way, and today we want to talk a little bit about it. # 00: 00: 31-3 #
Q: When I look at what we've written down. It has developed a bit from our experience of the last few weeks, because we had a lot of customer business again, made a lot of SEO concepts, analyzed a lot of pages, and then you keep stumbling over remnants of, yes, old SEO measures that were then implemented by colleagues, sometimes many years ago, and when you then partially see how optimization is still being done today, and what is being sold as search engine optimization, that's really pretty cruel, I have to say. # 00: 01: 12-7 #
So, it's going to be a bit of a bashing. But we also go forward and say how we would do it.
B: Well, it's going to be a bit of a bashing. But we also go forward and say how we would do it. B: We talked about it too, are we going to do this or not? But it's the reality. And I mean, we just have to talk about that now. Because this is what many of you are confronted with and you have to decide whether what is being proposed makes sense or not. And we would like to talk about it, so that you can perhaps better assess it for yourself. # 00: 01: 49-0 #
Let's start with the first point. First of all, let's take on the so-called on-page optimization. So everything that happens on the site, so to speak. And there, Fabian, get started with the crawling madness, as you called it. # 00: 02: 03-4 #
Q: Yes. So, of course, crawling in and of itself is a super important thing. So, yes, everything we talk about today already has a right to exist, as we have already discussed with Markus Hövener, for example.
But I think the question is always how do you deal with it? It is often the case that a page is crawled and that this crawl is, so to speak, the basis for work for the next two or three years. And that is usually much too granular, what is then derived from the crawl, yes, as an optimization, so to speak, as a measure.
In any case, you always have these traffic lights that tell you, oh, what do I know you have here a million pictures without alt tags. "
What do I mean specifically now? Especially when you have a larger project and the crawl is just beginning, things naturally come up that are worth optimizing. Whether you do that with an SEO tool like the Screaming Frog, which of course goes very deep, or you get a software solution. In any case, you always have these traffic lights or some kind of signals that tell you, oh, what do I know you have here a million pictures without alt tags.
Or you have so and so many links that go nowhere. Or you have so and so many orphaned pages that are not linked so often. And then you grab it, and everyone is happy, because that's work for the next two years, so to speak, to remodel or rebuild or optimize everything. And simply without questioning these one million images are then given an alt tag, ideally someone hired who is then only busy processing the results of this crawl. And that is not questioned, does it even make sense to add alt tags to a million images now? Or maybe I have a problem in a completely different place? Yes. # 00: 03: 46-4 #
B: Well, such a tool is used, and then you have a traffic light, and everyone takes care of getting the traffic light back on, right? Well, what we had recently was also nice, such a WordPress SEO plugin that always tells you, yes, you have to put a lot of links at the beginning. So internal links. And then everything is full of internal links, and that's totally illegible.
Q: What madness! You have a lot of work that is actually not the right lever at all. # 00: 04: 25-6 #
B: Yes, I mean, also in terms of usability. The user comes to my site because they want information from me. He doesn't want to click away, he doesn't want to click on an internal link and go somewhere else! But the first thing is that he first finds his way around the page, and looks, what is there anyway?
And then a plugin comes up and says: “Yes, then send it to five other pages first.” That doesn't make any sense at all. But that is not questioned. Rather, the plugin then says that, and then it is simply done, and we saw that in this particular case. And I think, yes, we'll talk later about how to deal with it, or how to deal with it better. But just to anticipate that a bit, it is of course important to always question that. Whether that also makes sense for you, and for your own website. # 00: 05: 09-3 #
Q: So that was with the plugin, no, and I also find the other one with the crawling, then they say: Yes, then we have to do 10,000 H2 headings now, one more time, or something. And then they are missing there, and the alarm, the alarm, the giant siren goes on, and, yes, and then you kind of mess around for three years, or what? # 00: 05: 31-1 #
There is just a mountain of monsters at work almost, I would say, artificially created and then somehow tinkered with it. "
B: That is not classified at all, is that really the most important thing or not? Instead, a mountain of monsters is almost, I would say, artificially created, and somehow it is tinkered with. # 00: 05: 46-1 #
Q: Yes. So these are things too, I don't know for how many years and decades these headlines have landed on the table again and again, that that would now be the wisdom of the SEO Olympus, that one now, yes, even more headings, or that one a wrong heading structure is also very common, right? "
Yes, then you have, then there is the H2 in front of the H1 or then you have two H1s on the side ”, and then you do the doctoring for years, and it doesn't do anything, because it simply has a homoeopathic effect on the ranking Has. Yes? That the headings are out of order. # 00: 06: 28-3 #
B: These are all technical measures, but where the big framework - the SEO strategy - is actually missing. # 00: 06: 35-6 #
Q: Yes. The big one / Well of course you have to differentiate a bit. Of course, it makes sense to name your alt tags sensibly and also to have a good structure. We once spoke to Lars Stetten, the search engine optimizer who is blind. And especially for people who are on the move with a screen reader, it of course makes sense that the page has a reasonable structure, and a reasonable technology and such. Yes? Nor do I want to say that it doesn't make sense to deal with it, in general. Or to find out for yourself that there is a problem. But then, whether it makes sense to just work blindly or to think about it, maybe, yes, other things make more sense, that is the problem with this crawling and this onpage story. That it is just such a lemming behavior, and such a belief in technology, without questioning it. That's the problem. # 00: 07: 25-2 #
B: Let's go straight to the next topic, where we also see a lot of lemming behavior, that's link building. # 00: 07: 30-6 #
Q: Yes, exactly, it was also the case again that link exchanges and link purchases were made. We ask: why are you doing this? The answer: Yes, my competitors do that too, and that's how you do it.
And yes. Well. And then you just have a lot of bought links, and the page is almost listed, yes, or in any case it is already at risk, so, through all this link building, which just doesn't comply with Google guidelines, and that will stop but still done. And often from a situation where you say, yes, we don't really know how else to build links.
B: Well, you also have to say that, of course, these are primarily customers who are still not a brand, right? Yes, the topic does not have a big brand. But anyone who also starts a new project, or just, yes, isn't a really big brand, the question arises. And then there is just such a pressure, yes, the competitors do it. Or there are also a lot of instructions that you swap links without Google noticing, and no idea how, yes? And you're hanging in there again. # 00: 08: 55-0 #
Q: Well, that it still exists. My head always hits the tabletop, when I look at someone, they say: "Yes, here, that is, so I got it, last year I got these links from service provider XY". Yes?
And then you look at that, and then those are catalog entries, and some expired domains, yes, that is, deregistered domains that some grabber got again, I did that 15 years ago. Yes? So domains spidered and then rebuilt and SEO texts on it, and then there were links from, now I almost said, sold, of course I never did that, but put on someone else who paid something in return. Yes? So and that was 2019. Yes, and then it is said: “Yes, but everyone does it like that.” Yes? And then I want to have my link from there too. Yes, how much sense it makes then to put yourself in the same row as the competition, we can talk about it again right away.
B: And the result is, you say, so brutal, if you do the same thing as the competitor, like the competition, then you are at most as good as the competition, right? So it doesn't get any better than that. If you buy the same links as the other five before. Yo. So apart from that, you're in the same juggernaut. (So if that's there? # 00: 10: 23-0 #) # 00: 10: 23-0 #
So I think it's crazy to say to yourself: I'm not gaining any advantage over my competition, I just do exactly what they do. "
Q: And that is being sold as a strategy. This is then the strategy of doing a competition analysis, where and who is linking to the competitor? And then says: "Yes, you can get a link from there." Yes, I mean, that's totally crazy. So I think it's crazy to say to yourself: I'm not gaining any advantage over my competition, I just do exactly what they do. And then in such a sensitive area, where you've actually been officially violating Google guidelines for almost ten years, actually always. Also / # 00: 10: 55-5 #
B: That is the second point. And the third point is the content. We're still doing that now, right? # 00: 11: 04-1 #
Q: Yes. # 00: 11: 04-8 #
B: Well, the situation again and again, so first of all in advance. Any company, whether it's a solo freelancer, or someone with five or ten employees, or someone with a thousand employees. We have the whole range. Yes? And all of them have a certain expertise, have a brand identity, have certain strengths, have certain products. And you have to be careful with that, I'll say, yes?
It's not for nothing that everything that concerns content is always political, right? So you have to look internally, how do we argue, what are our strengths, what and how can we position ourselves? That is / you need a bit of sensitivity for that. And what we see over and over again is that this old SEO text squad is still very strong and they say: "Yes, come on, we're just gossiping a nonsense text like that ( bam? # 00: 11: 59-0 #) on the side on it. And yes, and then the customers say, or at the end the company says: “Yes, we can't do anything with that. Yes, we don't want that on our side. "# 00: 12: 12-5 #
Q: So that you sort of / // Yes, thank God, exactly. The fact that content that is completely unusable and that does not fit into the company at all, so to speak, is simply slapped on it. So. And that just doesn't work. And you get that over and over again. Or, as it were, the little crown upstairs. # 00: 12: 34-0 #
B: To top it off, yes. Yes, then, yes, what is it called, some texts on my site were changed without my being aware of it, and there are now some keywords in it, but they do not correspond to my expertise at all and I also have to be careful, that I am not being reprimanded for now. # 00: 12: 51-0 #
Q: That was a technically sensitive area, yes? In the medical field ...
B: In the medical sector, the SEO was still fiddling with keywords in treatment areas that weren't even offered. You have to imagine this. Yes? Just so that a long tail ranking can still be achieved for the keyword somewhere or something. But you can't do that. Without consultation with the customer! # 00: 13: 17-8 #
Q: And the keyword was ultimately irrelevant, yes? In other words, because it didn't, exactly, not pay off where the customer really, let me put it, achieved their relevant sales in the end. So there keywords from an unknown keyword research are flanged into the content without prior consultation, and that's all that totally contradicts us. Yes?
Rather, you have to, if you do SEO, and if you do content, it has to pay for you - for the whole company. So. Yes? And in the end a user comes up and reads it. Yes? And the user then logs in from the back and buys something. That's how it has to be. But you can't just flange something in there that easily. # 00: 14: 01-9 #
B: Yes, and then he says: “No, we don't even offer that.” And especially in the medical field, it's still brutally simple. # 00: 14: 09-2 #
B: Yes. So then we now have these three beautiful packages. We kind of do a crawl and say, yes, we still have to add a million H2 headings, and then we buy you links, and then we add keywords that have nothing to do with you, or some SEO- Texts.
Yes. And the whole thing, let's take it to the extreme, we'll do the whole thing in a two-year contract for, I don't know, so and so many thousands of euros. And in the end you don't really know what is being done there, yes, and there are, yes / But you just kind of hang in there, and now you have such an SEO optimization. # 00: 14: 50-7 #
Q: Exactly. So in the worst case you don't even know what is being done. And im, well, I mean, these are actually all bad cases. But in the not so bad case, services are derived from these problematic measures, for example from the crawl or link building, which are then somehow reported monthly. Yes, we made three catalog entries for you (da? # 00: 15: 10-6 #), organized a guest article, and added 100,000 alt tags. Yes? And that is / And yes. And that is then, so to speak, spread over the next two years, every month then as a lump sum. # 00: 15: 25-3 #
B: Yes. And most of the time it's not really clear at all when someone says: “Yes, actually we don't even know what is happening, and actually we don't even understand it.” Then, of course, of course is in many companies then it's the management, or head of marketing, or a marketing manager, a marketing manager and so on.
Sure, she doesn't want SEO, maybe she doesn't have time to understand SEO in depth. But just briefly again classify what is really a really important measure here, and what is more like that now, actually only homeopathic effects. This, yes, this strategic understanding, so to speak, is not clear, but something is simply being done. # 00: 16: 17-8 #
Q: So what annoys me most of all, often, is that all of the people you just spoke to are making them feel like they're too stupid to understand. And that's why it has to be implemented that way. Yes? Often then all of these Magic topics are just as simple. Even just those that derive from a crawl, with then somehow parameters and canonical and what do I know, what kind of cloud of mist wafts around the desk.
Is then explained in such a complicated way that nobody understands it, and then an inexperienced colleague simply says: "Yes, well, I did not understand that, but I also don't dare to say:" Please explain it to me. "And then it will just implemented. It doesn't matter what it brings then. And I think that's a very, very nasty scam. It's totally stupid not to explain what you're doing. And to leave the other in the dark, so to speak, and then make a deal on it.
Mainly because these are measures that are sometimes simply problematic. That is a business risk of buying links. But that is not said. Because it's against Google's guidelines. And then they say: “Yes, you have to do that, everyone does it like that.” And that is simply wrong, and that is dangerous for the company. And you can actually do that, you can't leave it at that. # 00: 17: 35-1 #
B: Yes, of course that's your story too, you say, I did that as an SEO consultant 15 years ago, and ten years ago we all saw the pages smeared and entire companies crashed over it, right? Of course, that's an experience too, yes. That’s, once you’ve had such an experience, you don’t forget it anymore. And of course that's your background too, isn't it?
So, and there have, many may not have had this experience yet. But I also think, and, well you say, on the one hand it's Magic, and on the other hand, when it comes to content, I think it's just a lot of coordination. You have to do something, you have to understand it, really. Especially, yes, you just have to dive deeper into the company. Then it's not just simply, a keyword is not just a keyword, but you have to check whether it really fits the customer, really fits the company, and what the expertise is there. And as far as the search intention is concerned - a topic that we have already discussed with Johannes Beus. Yes, all of these issues.
B: Exactly. No, but now we don't want to anticipate. So we already have, now we have been pounding the shit, and we had to be, because it was just real, it had to get out somehow. And now, but we're never like we just hit it, we always say how we would do it. And we always like to discuss that. And here we go through again, I would say, like / So these three big topics, on-page optimization, link building and content. And now we're starting again with the onpage. So what do you say about crawling now? # 00: 19: 13-5 #
Q: Yes, that is a very important thing, and we have spoken about it many times, most recently with Markus Hövener, who is really a super expert in this area. It's not a mistake to crawl. And it's not a mistake to do this regularly. That is simply part of learning SEO.
But I think my experience now, from a technical point of view, is that in 80 percent of the cases there are no serious problems. In the field of technology. And that has to do with the fact that many companies work with software, with content management systems, with ready-made solutions such as WordPress, Typo3 or Drupal or many shops now have Shopify or Shopware. I mean, they didn’t just start to technically optimize their site yesterday. These are established solutions that have all worked well for years. There's not that much wrong, usually. Yes? And most companies don't have any extreme special cases with a shop that has been developed in-house, or with a ten-language website or something like that.
So it is of course important to check all of these topics as well. And I don't even want to deny that it is important to keep an eye on this and to do a crawl, and if there are mistakes, to take care of these mistakes as well. Yes? But in many cases it will just be pushed forward. And then work steps are derived from this that are simply nonsensical. Yes? And yet of course you have to do things like, for example, when you work on-page, you have to make sure that you have a reasonable loading time
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