SEO ist tot – Schon wieder?

SEO (Suchmaschinenoptimierung) wurde schon oftmals von zahlreichen “Experten” für “tot” erklärt. Wir decken auf, ob SEO wirklich unnütz ist oder eventuell großes Potenzial darin liegt.

Das ewige Rätsel um den Abgang von SEO

 

Wenn du viel in den sozialen Medien unterwegs bist, dann ist dir vielleicht schon folgendes Gerücht begegnet: Suchmaschinenoptimierungist tot. Zumindest behaupten dies einige selbsternannte “Experten” seit Anbeginn der SEO-Zeit. Ob das stimmt und was ich von dieser Aussage halte, erfährst du hier.

Zuerst einmal möchte ich erwähnen, dass ich ein riesen Verfechter von Social Media Advertising bin. Dort liegen meine Kernkompetenz und Leidenschaft. Bei ONLINE MARKETING VOGG haben wir ganz klar auch Experten für andere Kernbereiche, um die volle Bandbreite der Online-Marketing-Disziplinen abzudecken – doch die Leidenschaft für Performance Advertising hat sich bei mir schon früh gebildet und ist auch immer bestehen geblieben. 

Diese wichtigen Faktoren werden oft übersehen

 

Wenn ich bei ONLINE MARKETING VOGG nun einen neuen Kunden aufnehme, dann schaue ich mir allerdings nicht zuallererst seinen Facebook-Account an. Denn viel wichtiger ist es in den meisten Fällen, erst einmal die Webseite zu betrachten. Hier analysiere ich, wie gut die Website für Suchmaschinen und vor allem auch für den Nutzer optimiert ist. 

 

Oftmals hapert es an der Ladezeit der Seite. Beträgt diese nun 10 Sekunden oder sogar mehr, dann bringt es auch nicht den gewünschten Effekt, wenn sich der Kunde einfach Facebook- oder Instagram-Traffic einkauft. Denn der eingekaufte Traffic sollte auf einer guten, SEO-optimierten Webseite landen. Ansonsten war es das ganz schnell mit den Webseiten-Besuchern und die Absprungraten schießen schneller in die Höhe als du “Suchmaschinenoptimierung” sagen kannst. 

Die Grundlage liegt in gutem SEO

 

Wenn es an der Website mangelt, dann wird es, wie bereits erwähnt, mit den Trafficproblemen nicht besser. Dies wiederum führt dazu, dass auch die Conversions zu wünschen übrig lassen. Dementsprechend sollte eine Website zuerst SEO-technisch aufbereitet werden, bevor es an andere Marketing-Maßnahmen geht. Überlege doch mal: Was bringt dir ein Haus ohne solides Fundament? Früher oder später kippt das Ganze. SEO ist also das Fundament für eine langfristig erfolgreiche Online-Performance.

Natürlich kannst du auf kurze Sicht auch ohne SEO sehr gute Ergebnisse durch bezahlte Werbung erzielen. Doch Online-Marketing-Strategien sollten immer nachhaltig sein, denn als Unternehmen möchtest du höchstwahrscheinlich ja auch langfristig bestehen. Vor allem als E-Commerce Unternehmen ist es sinnvoll, früh mit der Suchmaschinenoptimierungzu beginnen.

Es lohnt sich, Linkaufbau zu betreiben und deine Website durch Onpage-Maßnahmen zu optimieren, denn über organischen Google-Traffic kommt in den meisten Fällen auch immer noch die größte Zahl an Kunden. In vielen Fällen ist es sogar so, dass Kunden, die vorher durch eine Werbeanzeige auf dich aufmerksam gemacht worden sind, dein Unternehmen später bei Google suchen und erst dann konvertieren.

SEO ist eine komplex Angelegenheit

Zugegeben, SEO war früher um einiges einfacher. Wo man damals noch den Quelltext ordentlich mit Keywords vollstopfen konnte, um sein Ranking zu verbessern, gehört heute schon weitaus mehr dazu. Was viele Menschen wohl vor der Suchmaschinenoptimierungzurückschreckt, ist ihre Komplexität. Über 200 Ranking-Faktoren bestimmen mittlerweile die Platzierung einer Website. Allein die Onpage-Faktoren sind schon extrem vielfältig. Ich empfehle es Unternehmen dennoch ausdrücklich, in den meisten Fällen SEO zu betreiben. Selbst ein Minimum an Optimierung ist hier schon besser als gar nichts. Auch wenn du nur auf dein Brand Keyword optimierst, ist das schon mal ein Anfang. Denn wenn dich deine Kunden nicht über deinen Brand Name auf Google finden können, macht das schon mal kein sehr gutes Bild. 

Hat SEO nun einen Abgang gemacht oder nicht?

Wenn Google mal wieder – wie jedes Jahr mehrmals – ein Core-Update an den Start bringt, dann ist die Zeit der Skeptiker da, die scheinbar wie aus dem Nichts aus ihren Höhlen gekrochen kommen und sich wie so oft zu Wort melden wollen. “SEO ist tot!” heißt es dann. Dass dies bisher noch nicht der Fall war, betont auch SEO-Experte und Google-Mitarbeiter Danny Sullivan nach eigener Aussage seit etlichen Jahren:

https://twitter.com/dannysullivan/status/973962878976864256

Eine passende Aussage wäre “SEO verändert sich ständig”. Wer nicht mit dieser Veränderung mitgeht, der büßt unter Umständen gute Rankings ein und könnte zu dem Trugschluss gelangen, dass Suchmaschinenoptimierungnicht mehr funktioniert. Google wird auch weiterhin seinen Nutzern die passenden Suchergebnisse liefern wollen. Wenn man sich wirklich damit auseinandersetzt, auf welche Faktoren die Suchmaschine dabei Wert legt und flexibel gegenüber Veränderungen bleibt, dann wird man auch langfristig mit SEO erfolgreich sein. 

Auf den Untergang von SEO können wir – meiner Meinung nach – zum Glück noch lange warten. Wie stehst du zu dem Thema? Hinterlasse gerne einen Kommentar!

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