search engineoptimization

According to a ARD and ZDF online study 69,4 % of all Germans are using the internet. This corresponds to 49 Mio. of German internet users. Up to 83 % of the internet users are regularly using search engines to orientate themselves in the World Wide Web. Thereby Google is the most important search engine. Furthermore the study proves that 47 % of the internet users are searching offers and enterprises in a target-oriented manner. However, having a web site is not sufficient, because even the best web site has to be found. This is not easy with regard to 30 Mio. of new web sites every year.

Apart from a good on page optimization it is important to implement a continuous off page optimization to improve the perception of an online presence and establish links.

costs & ROI

Search engine optimization does not mean focusing only on increasing the number of visitors, but also on optimizing on qualified visitors.

An example:

The website of businessman K. has 5000 visitors because it is placed on the first position at Google entering the search term “buying lamps”. The conclusion rate is at 2 %, which means that 2 out of 100 users have bought a lamp.

The website of company U has 20.000 visitors due to an optimization on the keyword “lamp” and is placed on the first position at Google. As there are a lot more hits on this search term, the optimization is significantly more elaborate. The conclusion rate is at 0.5 %, which means that 0.5 out of 100 visitors have bought a lamp.

The following fact is remarkable:
Both parties sold 100 lamps, although businessman K has less visitors. The decisive factor is the keyword. The search term “buying lamps” constitutes a qualified request, whereas also persons who are not willing to buy are searching for the keyword “lamp”.

ROI:
Efforts of businessman K: approx. 200 Euro per month.
Efforts of company U: approx. 1000 Euro per month

If every lamp has a profit of 30 Euros, K has a ROI of profits (30.000) / costs (200) x 100 = 15.000 % and U of profit (30.000) / costs (1.000) x 100 = 3.000 %

K’s optimization is significantly more profitable!