SEO for Google with TYPO3

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At the top of Google...

Search engine optimisation (SEO) aims to improve the website ranking for certain search terms. Technically formulated. In fact, it is about getting the right visitors to the website.

In contrast to search engine marketing (SEM), where advertisements (so-called ads) can be placed in the search event and costs are incurred for a click, SEO deals with the discoverability in the generic search result (i.e. the normal search results).

Taking into account the Google guidelines for webmasters and refraining from prohibited practices, we guarantee our clients sustainable success with search engines (so-called "white-hat SEO").

For us, SEO is the most important success factor in the "toolbox" of internet marketing with regard to new customer acquisition and conversions (= "lead generation"). As specialists for TYPO3 and search engine optimisation, we can support you effectively and significantly increase the number of qualified visitors and thus the number of leads.

Monitoring and analysis with Search Console

We use Search Console from Google as the central tool for analysing and monitoring the search engine performance of our pages. It is the only reliable source regarding visitor flows (clicks), visibility (impressions) and performance (position) related to individual keywords:

In our view, this evaluation is the most valuable source when it comes to search engine optimisation and its success control.

 

SEO for TYPO3 editors

Basic terms and important editorial measures that are part of day-to-day business, require little extra effort and have a high impact:

 

NAMING AND ORGANISING URL'S

Everything you need to know about domains, URLs & slugs

Use meta-data sensibly

How to improve semantics for search engines and ensure more accessibility

The right way to deal with images

Shorter loading times and better semantics for more visibility in search engines

Performance for the search term "typo3"

Current example: We have achieved a performance worth seeing for the - from our point of view - most important term of all, typo3:

 

One thing in particular becomes apparent from this analysis:


In February 2020 compared to February 2019:

  • A WACON page 20,550 vs. 2,806, i.e. approx. 7.5 times more frequently displayed
  • A link to a WACON page 107 vs. 7, i.e. clicked more than 15 times!

Technical search engine optimisation with TYPO3

Technical search engine optimisation (SEO) refers - as the name suggests - to technical optimisations of your website that improve its search engine friendliness.

This includes:

  • the improvement of page speed through code optimisations
  • Improving technical readability through code streamlining and error corrections (source code validity)
  • improving semantic readability through the use of semantic HTML and schema.org
  • the creation of the technical basis for editorial OnPage optimisation

Technical SEO proceeds in 2 phases:

1. SEO Audit

First, we analyse the website:

  • OnPage analysis (title tags, description tag, image alt, H1, H2): missing, duplicates
  • Test for mobile suitability & Use of modern technologies such as AMP & PWA
  • PageSpeed analysis (mobile/desktop)
  • Font audit (read more about the topic fonts here).
  • Test for structured data
  • Data protection aspects (SSL, cookie notice, OptOut/OptIn, etc.)
  • Other (http2, unnecessary 301 redirects, usability aspects, functional errors)
  • Tool recommendations: Which tools should you use yourself for lasting success?
  • Analysis report with recommendations for action and detailed cost estimate
  • The costs for an SEO audit are approx. 6-12 working hours

2. Technical optimisation

Based on the SEO audit, you can decide whether and which measures we should implement to optimise your website. In this way, you can have targeted optimisations carried out that correspond to your budget. 

Limits of technical SEO

Technical search engine optimisation is an important measure. It speeds up your website - so it benefits the visitor. And it helps search engines to better understand the website's content. Both are rewarded with a better ranking in any case..

However, you should not expect miracles from technical optimisation. At some point there comes a point where the effort is simply no longer worth it. We have visualised this in the following graphic:

The average return is shown here in linear form, which does not necessarily correspond to reality. But it doesn't really matter: the graph is meant to show that investments in technical search engine optimisation (whether with or without TYPO3) are only worthwhile up to a certain point, since the marginal benefit (in the form of an improved ranking) is extremely flat. To give an example: Whether your website reaches a value of 95/100 or 99/100 in terms of pagespeed no longer plays a major role.

Much more important, on the other hand, is how you deal with the content of your website, i.e. the editorial measures...

Editorial search engine optimisation with TYPO3

The editorial search engine optimisation includes all measures that can also be carried out by NON-technicians:

  • OnPage optimisations (assignment of meta tags, text links, image optimisations)
  • Optimisation of the google myBusiness entry (local SEO)
  • Promotion in social networks
  • Generation and placement of a Google sitemap

When it comes to editorial search engine optimisation, it's all about you. Or rather, on YOUR content:

Read here how you can optimise your website for Google as a TYPO3 editor without technical knowledge!

We are happy to give you a SEO training so that you master the above points perfectly.

Web analysis and reporting with TYPO3

The web reporting and the analysis of visitor flows complete our range of services in the field of search engine optimisation:

  • Administration of the Google Tag Manager (GTM), the Google Search Console and the GoogleAnalytics account
  • Keyword research
  • Keyword monitoring
  • Visibility reporting
  • Competition analyses
  • Creation of individual, monthly reports
  • Administration and optimisation of the AdWords account (as part of SEA measures)
  • Regular telephone feedback and advice

SEO topics 2019: AMP and PageSpeed

Another measure to increase the visibility of your website in search engines is the use of AMP technology. AMP steht für Accelerated Mobile Pages and is a method for accelerating the delivery of web pages. It is a project that is primarily developed and driven by google (more detailed information on the project site at https://www.ampproject.org).

We deal with the topic of TYPO3 with AMP in a separate article.

In any case, the loading times of websites, the so-called pagespeed, are important. With TYPO3, there are numerous ways to optimise pagespeed. You can find out more about this topic in our article Pagespeed optimisation with TYPO3.

Training on search engine optimisation (SEO) and TYPO3

You get the best ranking by being proactive, i.e. by creating qualitative and exclusive content. We show you:

  • what to look out for in search engine optimisation?
  • how content in general is maintained in TYPO3 in a search engine friendly way?
  • which promotion possibilities are there and how to use them?
  • which analysis tools are there and how are the figures to be interpreted?

After the training, you will have mastered the most important adjusting screws of search engine optimisation and will be able to use them in a target-oriented TYPO3 way.