13 SEO basics that will still work in 2023

Search engine optimization (SEO) is an indispensable part of online marketing! It is considered THE key to success, as it is an effective means of drawing consumers' attention to your company. With the right SEO measures, it is possible for you to ...
  • improve the ranking of your website on Google, Yahoo and other search engines,
  • generate more leads,
  • Increase your sales,
  • get more readers interested in your blog,
  • and any other individual goal with your website.


The interesting thing about all SEO measures is that you don't have to reinvent the SEO wheel, because in 2023 the classic SEO basics still set the tone. These are the basics that have been known for many years. So this is what the SEO measures of 2023 demand of you: no miracle cures and new super tricks to improve your ranking, but disciplined adherence to the basics! For this reason, I have taken a close look at the SEO basics for 2023 in the following article and collected all the relevant information.


I will refresh your basic SEO knowledge with the following tips and instructions. I will show you which SEO measures are necessary for you to stand out from the competition and achieve your individual goals with your website. With the help of the SEO basics explained in this article, you will be able to realize your professional and private SEO goals as a beginner as well as a professional. Let's go!


For your web success: 13 SEO basics for 2023

It cannot be denied that Google regularly updates and changes its algorithm, but the core of search engine optimization remains the same. The situation is similar for the operators of other search engines such as Yahoo and Bing.

As part of the updates and changes, the previous SEO principles are not being turned upside down, but are merely being given a "modern twist"; in addition, the focus of SEO has shifted to the user experience (UX ) in recent years.


If you apply the basics of search engine optimization, your products, services and web content are sure to find themselves in the spotlight of the World Wide Web over time. The following 13 sections will focus on these basics, the SEO basics for 2023. These basics are a concrete guide for anyone who wants to give their business and website the long-awaited upgrade in 2023.


Here is an overview of the aspects covered by the 13 SEO basics:


  • Page structure
  • URLs
  • Technical ranking factors
  • Title tag and meta description
  • Keywords
  • Content
  • Loosening up the texts
  • Pictures
  • Backlinks
  • Brand authority
  • Innovations
  • Page Experience
  • Videos


Even if you are already familiar with some of the aspects, I recommend that you read the following topics carefully. You are sure to find suitable tips here and there.


If you are not yet familiar with the specialist field of search engine optimization and would like to learn more general information, then read through our sections with general knowledge about search engine optimization [Attention: insert skip to H2 "What is SEO?"] before studying the 13 SEO basics for 2023.



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#1: A good page structure is a must


As the saying goes, "You eat with your eyes." What applies to food can also be applied to websites: a website with a proper structure is easier to use and looks more appealing. A good page structure is also a ranking criterion for search engines (Google, Yahoo, Bing etc.).

A good navigation structure increases the user's motivation to stay on the website for a long time. This reduces the risk of high bounce rates. At the same time, the probability of winning users as regular readers of the blog or persuading them to make purchases in the online store increases.


How do you achieve a good page structure? Among other things, the following SEO basics 2023 should be taken into account.


  • Creating easy-to-understand navigation: All pages on the website should be accessible via internal links with as few clicks as possible.
  • Establish a hierarchical structure: Link the individual pages in the menu and in texts in such a way that a meaningful hierarchy is created and users can navigate from general to specific content.
  • Prioritize pages: Important subpages of the website should be accessible from the homepage. This makes these pages more visible to users and search engines.
  • Brevity is the spice of life: Use concise and precise text links. This makes it easier for users to find their way around. The search engine crawlers also have an easier time with shorter text links.

#2: Speaking URLs based on the page structure

A good URL provides users and search engines with a clue as to which topic is covered on the target page. For this reason, it is advisable to use URLs that are short and easy to understand. The implementation of the main keyword in the URL is the be-all and end-all. The keyword can be concretized with meaningful details.

General example: example-url.com/main-keyword/secondary-keyword


For a concrete example, let's assume that a website is operated for the sale of jewelry. A separate category page is created in the store for "bracelets", which has the topic or main keyword "bracelets". A secondary keyword for which a subpage with corresponding products is created is "bracelet white gold". The following URL would be a good example:


schmuck.de/Armbaender/Weißgold [Attention: Do not insert as a link, otherwise a broken link to schmuck.de will be created].


Avoid special characters, umlauts and spaces in URLs. Replace umlauts with "ae" (for "ä"), "oe" (for "ö") and "ue" (for "ü"). Hyphens are a simple means of replacing spaces and joining words. The slashes in URLs - i.e. "/" - are used to clarify the hierarchy of the pages.


  • After the homepage there is a slash that separates the main keyword or topic of the homepage from the main keywords and topics of the category pages. Example: schmuck.de/Armbaender [Attention: Do not insert as a link, otherwise a broken link to schmuck.de will be created].
  • The category pages, which are subordinate to the homepage, are followed on many websites by further subpages. These are the second-order subpages. Here comes another slash that separates the topic or main keyword of these subpages from the parent page: schmuck.de/Armbaender/Weißgold [Attention: Do not insert as a link, otherwise a broken link to schmuck.de will be created].
  • This continues with the names of the URLs, so that the URLs ideally reflect the page structure from tip #1 of the 13 SEO basics. This creates a very good URL structure with meaningful URLs.



#3: Optimization of technical factors

An important ranking factor for the Google algorithm and users is the loading time of the page accessed (page speed). If the content cannot be read within a fraction of a second, there is a page speed deficit. The longer the waiting time, the higher the probability that users will leave the website and visit the competition.

Various SEO tools can be used to measure the loading time. Several measures can be considered for load time optimization, the necessity of which is determined in an SEO test. Here are three examples of how loading time optimization could be implemented :


  • Acquisition of a security certificate for the website
  • Use of a small number of plugins
  • Compression of media elements


In addition to page speed, responsiveness is a key factor in technical search engine optimization (technical SEO). All pages and content on websites should be readable on smaller devices. The majority of users nowadays carry out mobile search queries on smartphones and tablets, making mobile optimization an absolute core criterion for the success of a website.


Whether on the bus, on the train, at work, doing sport or at university: mobile search is very popular! Mobile-friendly website design is therefore the be-all and end-all for every website operator. For such a design, it is important to either use responsive templates for WordPress, Joomla and other content management systems from the outset or to have the existing website designed responsively by an IT specialist.


#4: Optimize title tag and meta description


  • The SERP snippet is made up of the title tag (also incorrectly called "meta title") and the meta description.
  • "SERP" stands for "Search Engine Result Page", which means "search engine results page".
  • "Snippet" means "snippet".


The SERP snippet with the title tag and the meta description is, so to speak, the shop window to the website for users. If both meta data are well designed, they arouse the interest of users and increase the click rate on the corresponding page. The Google snippet should contain relevant keywords and the visitor should get a taste of the content of the page. You can check the maximum lengths for the title tag and meta description, which you should not exceed, with the SERP generator from Sistrix.


[insert info box "Attention"]: Although the design of metadata is about attracting users to your site, you should never lure them in with false promises. This is most likely to disappoint users' expectations and put your company in a bad light. Since Google's Helpful Content Update at the end of 2022, there is even a risk that the website will be penalized if users are presented with misleading content.


#5: Keyword research and strategy

Keywords enable search engines to match pages to search queries. The texts on your website should be peppered with the most important keywords. To find out which keywords you should create pages and texts for, carry out keyword research and identify the terms relevant to your target group. During the research, you choose a main keyword that is intended as the topic of the page. Starting from this main keyword, you find the other subordinate terms as secondary keywords.


Following the keyword research, you create the pages and enter the keywords in your content: It is particularly important to include the main keyword in the title tag, in the H1 heading, in the URL, in some subheadings, in the first paragraph of your text and several times in the body text. Secondary keywords should also be included, whereby some of the subheadings and the body text are suitable for inclusion.


Sometimes secondary keywords have such a high search volume that it is worth writing separate subpages for the secondary keywords and using these secondary keywords as main keywords on the subpages. This is how the page structures of websites are created: By analyzing the keyword potential and recognizing for which topics or keywords separate pages should be created.


[insert infobox "Attention"]: While keyword stuffing was used in earlier days and as a result as many keywords as possible were used in texts, nowadays such practices are penalized by Google.


#6: Good content with added value

Users want to read texts that help them with their concerns as quickly as possible. This concern can be the solution to a problem (How do I produce a certain type of document?), the search for a good product (What should I look out for when buying this product?) or something else.

The content that helps the user most quickly and accurately with the respective topic is recognized by search engines better than ever before. With featured snippets, rich snippets and a variety of other functions, Google ensures that content offering added value is already displayed in the Google search results without the user having to visit the website to find out anything useful.


In order to meet the high requirements of Google search and other search engines and also to satisfy users, you are best advised to publish only high-quality content on your website. It should be unique content with helpful and informative advice, tips and information. Research what the competition is doing right on the top 5-10 websites for each main keyword and publish your own texts on your website that surpass the content quality of the competition - this can be your strategy!


In order to maintain your ranking in the search engine, it also makes sense to update your website regularly. Therefore, always check your texts and other content for topicality, correctness and potential for improvement.


#7: Headline structure and other elements to break things up

Good content that outperforms the competition in terms of quality is not the only thing that matters in content marketing. It is also important to ensure that the texts are well structured and clearly laid out. In line with the aforementioned motto "The eye eats with you", the user does not want to fight against a huge wall of text on the page, but wants to consume an easy-to-read article.


You can achieve an easy-to-read article primarily through a clear headline structure that divides the article or topic into several sub-topics. In this way, you also clarify the central theme of the article. Enumerations, tables, images and videos are also appealing and encourage reading. Bold markings are also welcome, although it should be noted that bold markings should be used in a maximum of every fifth line.


Furthermore, the content in WordPress or similar content management systems can easily be provided with links. Internal links ensure that visitors are directed to another page that provides further information. For example, if you present a sub-topic in an article that you explain in more detail on a page of your website, you can be brief in this article by only mentioning a few sentences on the sub-topic and linking to the other page for more detailed information.


#8: Optimization measures for images

Images enhance texts and websites in general. They breathe life into content and attract attention. In the context of SEO, it should be noted that media elements such as images must be prepared for search engines.Keep the following in mind when optimizing your images:

  • Choose a suitable picture name.
  • Integrate the main keyword into the title of the image.
  • The alt tag conveys the media content to visually impaired people using a voice browser. Describe the image as accurately as possible with a few words in the alt tag.
  • The file size should not exceed the 200 KB limit.
  • Include only license-free images.


[insert info box "Info"]: Image optimization is a potential that you should exploit - even if it won't improve your ranking overnight.


#9: Backlinks with quality

SEO efforts should not only focus on content, structural and technical improvements on your own website. Outside of your own website, there is a potential that is also one of the most important SEO measures of all: backlinks. These are part of off-page optimization, as you receive backlinks from external websites. It is therefore an SEO measure that you cannot carry out on your own website, but that you receive from other websites.


Backlinks are like recommendations: A third-party website operator places a link to one of your pages on one of their pages because they consider the content on your page to be helpful and good. Search engines notice links such as these, whereupon they also assume that your site is particularly helpful - your chances of a good ranking increase.


The more links from other websites point to different pages of yours, the more likely it is that the links will have a positive effect on your entire website. External links create trust and are an indicator for Google of the competence of your website. You benefit most from links that come from websites with a high level of authority. Links from website owners whose website is only on the 20th page of Google searches are better than nothing as a link provider, but they are unlikely to have a significant impact on SEO.


[insert info box "Attention"]: Some website operators do not want to build backlinks organically and buy links. If Google notices this, the affected page or even the entire website will be penalized.


#10: Build and gradually expand brand authority

In SEO, a lot revolves around brand authority. If you stick to the SEO basics, you will rise in the rankings and gradually gain the trust of your customers. The wheel of success will then set in, as your brand becomes increasingly well-known as the number of visitors increases: The moment users type your brand name into Google search and don't come across your business in a roundabout way is the moment search engine algorithms start to view your brand as an authority.

To build and expand your brand authority, follow the 13 SEO basics for 2023 presented here. These will help you to make your brand better known. It also makes sense to take further measures to increase your brand authority:


  • In social media marketing, you can set up your own profile, gain followers and link to your website from your profile. You can also commission influencers to promote your brand and link to your website.
  • With Google My Business, you enter your company with an address, telephone number and any other details. This allows Google - and other search engines with their business functions - to recognize your company as an independent brand. If users carry out a local Google search, they will be shown companies in the vicinity, which could soon include your company...
  • Search engine advertising: In addition to search engine optimization (SEO), search engine advertising(SEA) is another method for increasing your visibility in search results. Here you place paid advertising to be displayed above the organic rankings in the search engine results. Although SEA does not directly contribute to the optimization of your organic rankings, it may do so in a roundabout way, as you gain more awareness, visibility, traffic and brand authority thanks to the increased traffic generated by the advertising.

#11: React to innovations

Society is constantly changing, because technological progress never stands still. New trends are constantly flooding the market and innovations are revolutionizing the usual approach. It's true that the same SEO basics that were important years ago are still of paramount importance in 2023. Nevertheless, you should always take a look at the latest developments and changes in order to meet the demands and interests of your customers.

You can use the SERPs as a guide:


  1. Put yourself in the shoes of your customers and go in search of exciting topics.
  2. Take a look at the competition and pay special attention to the top 5 websites in the Google search results.
  3. If you find out exactly why these websites occupy the top positions, then you have discovered the recipe for success and can make adjustments to your website in order to outperform the quality of your competitors' websites. This will improve the ranking of your website.

#12: Offer users an experience through good page experience

User experience has been a top priority for Google since the Page Experience Update at the latest. It states that pages must be adapted to the needs of visitors . A clear structure, an appealing design and content tailored to the target group are just some of the keywords in connection with the user experience. In February 2022, the page experience was extended from mobile to desktop.

You should attach importance to these points:


  • HTTPs
  • FID
  • Optimization for mobile devices
  • CLS
  • LCP
  • Avoiding interstitials

#13: Video content as the new secret weapon

The integration of images is now a standard feature of content marketing and SEO. The integration of video content is also nothing new: several years ago, many affiliate marketers and other internet entrepreneurs were already making efforts not only to sell products, but also to provide their customers with a helpful video tutorial on the product here and there.


Recent findings indicate that more and more users prefer to watch a video rather than read a text. While embedding YouTube videos is better than not providing videos at all, all indications are that in the coming years the popularity of videos will increase so much that it will be worthwhile for many entrepreneurs and website operators to invest in creating their own videos.



In a free SEO strategy consultation, we uncover untapped potential and develop a strategy to make you more successful on Google. 



What is SEO?

Search engine optimization (SEO), like email marketing and social media marketing, is part of online marketing. In contrast to the other two disciplines, SEO deals with ways and means of positively influencing the ranking of websites in search engine results.


Over the years, search engine operators have developed their own algorithm to determine the order of search results. The best known and most important in Europe is the Google search engine. The Google algorithm is a well-kept secret, but Google is open about tips for improving website rankings and website owners have plenty of opportunities to improve their website ranking through their own SEO measures.


How exactly does search engine optimization work?

When search queries are started, the search engines focus on the words entered in the search mask (keywords). These keywords serve as a starting point for understanding the user's search intention. With the support of the independently programmed crawlers, the search engines scan various pages for the appropriate keyword.


Pages with suitable content are displayed in the search results (SERPs; Search Engine Result Pages) depending on their relevance, quality and other ranking factors. The positioning of the pages from position 1 down to the last position is determined by the search engine's algorithm, which is based on ranking factors.


Overview of some ranking factors

The ranking factors include technical and content-related aspects of each page examined. Here is a brief overview of some of the factors:

  • OnPage optimization: website structure, implementation of keywords, integration of metadata, and more
  • OffPage optimization: Collecting backlinks, registration with Google My Business, and more
  • Technical SEO: Improvement of page loading speed, no expired or broken links, regular updates, and more


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Why is SEO so important?

While people used to consult the Yellow Pages, search through libraries or seek help from friends and family members, today's consumers have a much simpler and more reliable source of information: the internet. Thanks to search engines such as Google, Yahoo, Bing and others, all websites can be browsed for relevant data in a matter of seconds. This makes it possible to find the nearest restaurant, compare prices, order an urgently needed washing machine or use DIY instructions for the next gardening project - to name just a few examples.


But the World Wide Web is not only very useful for consumers. For companies, the Internet is the place where the majority of the target group can be found. If you understand how search engines work, you can use search engine optimization to lead customers to your own website. As Google accounts for around 75 percent of the international market share and 90 percent of the German market share, it makes sense to focus on this search engine.


Even though companies are often mentioned in connection with SEO, SEO is also an important discipline for sole traders, private bloggers and many other website owners: a good blog post that inspires readers. A product sale via the affiliate site. A new supporter for a political initiative. - All this and much more is best achieved by constantly working on the SEO of your own website.


The problem

In the Federal Republic of Germany, more than three million companies were liable for tax in 2022. They strive to increase their own brand awareness in order to bring their products and services to customers. However, it is difficult to attract customers' attention on the internet given the wide range of products and services on offer with plenty of competition.

The solution

Consistently implemented SEO measures help you to make your company stand out from the crowd of providers and bring your website to the attention of users. Search engine optimization actively supports you in the following areas:

  • Visibility: With the right SEO strategy, your company will be placed in a prominent position in Google searches. As users generally only look at the top search results, your goal should be to be ranked in the top 3.
  • Traffic: High visibility also increases the number of visitors to your website. You generate more traffic.
  • Consistency: The flow of visitors does not decrease with well thought-out SEO measures.
  • Sales: The higher the number of visitors, the greater the likelihood of conversions. Of course, your content and page structure must also be right for this.

How do the search engines work?

Search engines have built up a dense network of data over the last few decades. The internet is regularly searched for information with the help of crawlers. The hardware and software systems visit various websites and use links to meander through the virtual jungle. Relevant information is transferred to the index, which spits out relevant search results in the course of a search query.


The order of the search results is based on a developed algorithm that determines the weighting of the SERPs. The website that meets the most criteria is ranked first in the search results. Factors that influence the ranking include keywords, backlinks and the user experience of the website.


In general, all search engines use the same strategy: suitable results are delivered based on the search intention. However, Google is considered the absolute top dog in German-speaking countries and dominates the virtual search, so that in the course of SEO, people often only talk about the Google search engine. So if you want to be successful within national borders, you should pay more attention to Google's requirements.


In addition to the classic ranking factors, Google has been focusing on the mobile-friendliness of websites since the Panda update in 2011. Platforms, portals and all other types of websites should therefore be designed in such a way that they are responsive and browsing with mobile devices is not a problem.


For whom is search engine optimization (SEO) worthwhile?

Although search engine optimization is undoubtedly a powerful tool in online marketing, I would like to point out that not all industries, companies and website owners benefit equally from the SEO measures taken. SEO is particularly worthwhile in the following areas.

  • E-commerce: online stores, sales platforms, affiliate websites
  • Services in the upper price segment: agencies, medical practices, real estate agents, coaches, lawyers, etc.
  • Modern B2B area: including software, consulting
  • Local businesses: Craftsmen, hairdressers, regional traders


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Conclusion: Implement SEO basics in 2023 in any case or hire an agency!
If you want to increase your visibility and boost your sales, now is the right time to take the necessary measures. Proper SEO will give you a decisive edge over the competition and secure you a good position in the search results.


SEO involves a great deal of time and effort. In addition, a certain amount of know-how is required to carry out SEO measures correctly. Among other things, you need to understand exactly which levers and switches to pull in order to achieve the desired results.


Even if you understand the basics of SEO, it can be difficult to put theory into practice. That's why in most cases it pays to enlist the help of an agency or SEO freelancer. The experts have plenty of experience and specialist knowledge to provide you with the best possible support.



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