SEO online marketing

SEO is an abbreviation frequently used in the world of online marketing. The abbreviation stands for Search Engine Optimisation. The term is very comprehensive and actually includes everything that contributes to improving the position within Google. By gaining knowledge about the use of SEO techniques and applying the techniques that are most effective for your company, you can ensure that your website is easier to find. The easier the company is found, the greater the chance of more customers and therefore more turnover.

By making effective use of SEO techniques, you not only ensure that there are more visitors, but also that the right visitors can find your web pages. Important elements of SEO include link building, writing good content for the website and using the right keywords.
There is a lot to be said about SEO. But how does it work exactly? What techniques can you use to improve your company's SEO marketing?

Important algorithms with which Google works 

Google is the best known and most used search engine in the world. In order to maintain this position, it is extremely important for Google to share qualitative information. This means that the websites that end up high in the search results also actually provide the information that was searched for. Quality websites and informative content, in other words. It is of course impossible to judge every website personally. The world wide web is simply too big for that. Therefore, the Google search engine works with a number of important algorithms. It is estimated that Google works with about 250 different algorithms. The operation of many algorithms is not (or hardly) known. However, it is clear what they are used for and how you can ensure that you stand out and score high within these algorithms. This is where SEO online marketing comes in. 

PageRank algorithm 

One of the most important algorithms that Google works with is the so-called PageRank algorithm. Search results are filtered on the relevance and importance of the webpage. Simply put: is the information given on a webpage relevant enough and does it come from a reliable, quality website? With the arrival of this algorithm, a previously known phenomenon can be prevented. A huge number of backlinks were placed to empty web pages. Something that does not benefit the relevance of a webpage. 

The PageRank algorithm is of course only one of the few factors that determine the Google ranking of your website. The exact working of each Google algorithm is kept secret as much as possible to avoid spam and less qualitative content. It is for this reason that SEO (the way in which you can improve the findability of your website) is a complex branch of online marketing. Something that is better done by professionals. 

Different SEO techniques 

Fully understanding how SEO works is virtually impossible for outsiders. However, we can better explain some SEO techniques. This will give you a good idea of the things that can be done to improve the Google ranking of your web page. However, there is a small caveat here. Only understanding these different SEO techniques is often not enough. Applying them is usually a different skill. That is why it is good not only to gain additional information, but also to leave the SEO online marketing to professionals where necessary. That way, you can be sure that it is done in the right way and the position of your website will improve dramatically. Below we list the different strategies and explain them in more detail. 

Write qualitative content 

Throughout the years, a lot has changed in Google's algorithms. About ten years ago, you could easily achieve a good position in Google if you simply sprinkled some important keywords around. The more keywords, the better. The result? Most websites did not improve in quality. Keywords were used all over the place in an attempt to optimise the website. Attention was paid only to the Google Ranking and not so much to informing the reader. 

Fortunately, Google has managed to put a stop to this over the years. By now, the algorithm knows very well how to detect when keywords are being scattered unnecessarily and whether the content is actually relevant enough to score higher. Search engines like Google therefore first look at which keywords are used and to what extent visitors value the content. For example, how long do they stay on the same page? Do they really read the information provided or do they quickly switch off? Based on this information, Google will adjust the ranking. 

Remember that you always write for the reader. Content should not have the sole purpose of optimising the website. You write for the reader, you may use some keywords for this, but the content remains the most important. 

Scoring on important keywords 

This does not mean that you do not have to pay attention to keywords at all. However, this should be approached more subtly than before. The aim of SEO online marketing is to show Google that you want to score on important keywords and at the same time share relevant information. Showing that you have a quality website is by far the most important thing. 

Before you start optimising your website, it is important to know which keywords you want to score on. It is important to use clear and targeted keywords. Try not to score on keywords that are too general. As a hairdresser, you don't want to work with keywords like 'Hairdresser', 'Haircut' or 'Colouring'. This is simply too general. You just can't handle the competition. That's why it's good to choose clear and targeted keywords. Think for example of 'Hairdresser in Utrecht'. Then the competition is already much more focused. Moreover, this way you can be sure that the people who end up on your website will actually benefit from making an appointment (and not live somewhere in Friesland). 

Using good meta data 

The meta data of a website is used to read websites. Please realise that Google is not run by a large number of people who read new content every hour of the day. That is simply not possible. Google consists largely of robots that scan websites for relevance. To make it as easy as possible for these robots, it is important to use decent meta data. 

Meta data can consist of different parts. Think of it like this: 

  • URLs
  • Internal links
  • Meta descriptions
  • Good, catchy titles 

If the robots of Google can read your website better, this will ultimately have a positive effect on the ranking. 

Link building

Link building is one of the most important forms of SEO online marketing. Without link building, an optimal position in Google is almost impossible. It is therefore not for nothing that most entrepreneurs are interested in obtaining as many backlinks as possible. But even here it should not be forgotten that Google has a very clever algorithm. Buying backlinks to empty pages is pointless. The links must be relevant and come from qualitative websites. Only then will they have a real effect. 

Looking at the amount of links placed to your webpage helps Google understand which pages are more relevant than others. For example, if a popular topic is posted on a widely read blog and there is a link to your webpage, Google will rank the information on your webpage higher than other similar webpages. 

Why is SEO online marketing so important? 

Internet is everywhere. People use it every day. Even when we need something or are looking for a specific service. Think about how often you place a search request in Google. Probably every day. Just to look up certain facts or because you need certain products or services. Of course, you are not alone in this. In fact, more than 90% of all Dutch people start their search for products or services via Google. Just with a simple search query. A search that sometimes yields thousands of hits. 

However, research shows that most people do not click further than the second page. Most of the time, they do not even look beyond the top three websites. It is therefore important to be as high as possible in the searches. The higher, the better. This way you reach a very large number of people. With a better findability it is easier to compete. As soon as you are more visible, this will eventually lead to more customers and therefore also to more turnover. 

Keep in mind that only investing in SEO online marketing is not enough. The website must also be fully optimised. It makes no sense to optimise keywords on your website if the rest of the website is not tackled. The website must be both relevant and qualitative to really stand a chance in the search results. Moreover, you also need to appeal to the right audience. It makes no sense for a bakery in one province to advertise across the country. Most customers will still come from people in the neighbourhood. Therefore, make sure that your website is not only better findable, but also that it is better found by the people who really benefit from it and from whom you can expect actions. Only then will you really benefit from the advantages of an SEO optimised website.

SEO outsourcing or doing it yourself?

When it comes to SEO optimisation, it is good to make some important considerations. Do you outsource SEO or do you take care of some SEO techniques yourself?
SEO is an indispensable part of your marketing strategy. Therefore, it is important that it is done in the right way. Of course, we can well imagine that (especially if you have a very small budget) you would rather save money by doing a lot yourself. However, consider carefully whether this is the best choice. SEO online marketing is extremely complex and huge changes can be made at any time. It is important to be aware of the latest SEO trends and also to know how to best apply such techniques. And that is exactly where it often goes wrong. Not out of unwillingness, but simply because there is too little time to read up on it. Moreover, there is also a lack of experience, which makes it harder to assess which SEO techniques are suitable or not.


Outsourcing SEO online marketing is often preferred. That way you know for sure that the SEO techniques are applied in the right way. Moreover, it also saves you a lot of time. Time you can then put into the ups and downs of the company. Of course it costs money to hire an expert, but it also delivers a lot of extra. If the findability of your website has become much better, this will undoubtedly also have an effect on your turnover. Therefore, outsourcing SEO is simply a smart investment to let your business grow.

Doing it yourself

If you choose to do SEO yourself, it is a good idea to read up on it first and seek advice from professionals if necessary. You can also choose to leave part of the SEO to professionals and apply the simpler SEO techniques yourself. It may take some time to find your preferred method, but a good SEO is worth a lot of your time!

Do not hesitate to ask for advice from an SEO marketing agency. Many SEO specialists will assess without obligation how your website can be improved. Be sure to take advantage of this.


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