SEO tips for optimized rankings

The time of blanket ranking factors is over. Today, different ranking factors exist for individual industries, even for each search query, and these factors are constantly changing. The reason for this lies in the development and application of machine learning algorithms, which are used in the evaluation of websites and search queries by Google. At the same time, there is a great need for SEOs and online marketers to explain to what extent the evaluation of websites by Google has changed, and what this means in concrete terms for their daily work.Simple tricks, in any case, are usually no longer enough to influence the search engine. Instead, real added value must be created for the user and a different approach must be taken to search engine optimization. The Search Engine Result Pages (SERPs) are now dependent on individual factors such as the user's intention, the time of day, the season and the weather, as well as the user's peer group. Whereas digital marketers used to search for suitable keywords, now it's all about suitable answers.Dario Mühle, Consultant and SEO expert at Namics, provides tips on how marketers should address these changes to continue optimizing their rankings in the new year.1. SEO strategy along the user journeyWhereas digital marketers used to search for suitable keywords, the focus is now on suitable answers. It is no longer the individual keyword that counts, but the intention that the user has with his search query. Based on machine learning, search engines have learned to assess the relevance of a page based on its content. Mühle therefore recommends that marketers no longer work with simple checklists, but think in terms of comprehensive user journeys.2. relevant content as the key to successThe new challenge for marketers is to identify users' questions and deliver the right answers to them - both in the right scope and in the appropriate format. Search engines now recognize from the search query whether a short or long answer is required and whether images or videos represent added value. For example, the search query "tie a tie" automatically displays images with instructions and videos.3. relevance through personalizationOne way to increase the relevance and added value for the user is to personalize your site. New visitors can be greeted differently than returning ones. Users who are already familiar with the site can also be provided with additional, more detailed information. The registration with a login makes the visited website a personal offer. This improves the user experience and interaction with the website. This leads to regular visitors and sends positive signals to the search engine.4. technology is and remains an important factorOften the technology is neglected in SEO. However, technology is and remains an important factor. A technically cleanly maintained website remains a basic requirement for a good ranking. In addition, mobile devices are so important today that attention must also be paid to this. For example, the optimization of the loading time.