Search engine optimisation (SEO) - the ultimate Guide 2024!

How does Google work?

To create a website for the Google search it is important to understand how the search engine works in principle. As it is almost impossible to search all websites for a search query in real time and to optimise the most relevant websites Google regularly searches and stores them. The so-called Crawler searches the World Wide Web (www) automatically, downloads websites and analysed this. The aim of the analysis is to determine which websites are relevant for which search terms. This way structured index later serves as the basis for a search query. If a user enters a search term, the previously created index is searched and not the original data on the WWW servers.

 Google only loves you when everyone else loves you first. - Wendy Piersall

The ranking factors of Google

Not quite unexpectedly, Google does not make a list of all ranking factors freely available. On the contrary: a few years ago, there were some Reliable checklists of external providers and researchers that could be used as a guide, the factors now differ according to the User intentionbehind a specific search query. The ranking factors therefore differ between different sectors, such as finance, health, media or E-Commerce. Nobody, except Google itself, knows these ranking factors in detail. All information on possible ranking factors is therefore based on research, our own studies, tests and our own experience. The fact that the ranking factors change over time makes it all the more difficult.

 Dear Bing, We Have 10,000 Ranking Signals To Your 1,000. - Love, Google

Onpage optimisation

Search engine optimisation is basically divided into two main components: The Onpage optimisationthe measures that are taken directly on our website and which Offpage optimisationThese are all measures that we can take outside the website.

Part 1: Technical on-page optimisation

The following chapters describe the most important technical requirements that a website must fulfil in order to have any chance of achieving a good ranking.

Mobile optimisation

Whether a Website for mobile devicesoptimised for smartphones in particular, has been a officially confirmed ranking signal. This means that searches with mobile devices ("mobile search") for websites that are not optimised in this respect will result in ranking losses. While the desktop versions of websites were previously included in Google's index, these have been supplemented by the mobile versions since 26 March 2018. The so-called "mobile-first index" came into force. It is therefore more important than ever that the website is offered in an optimised mobile version. So that Google can recognise our website as "mobile-friendly" we should fulfil the following conditions:

1. The display size of the website automatically adapts to the screen and resolution of the device. The user does not have to zoom or scroll horizontally. Texts can be read comfortably on any device without zooming.
2. Adobe Flash is completely avoided.
3. The loading time of the website is generally an important ranking criterion, but is even more important in mobile searches, as the internet speed on mobile devices is generally slower. For this reason, the mobile version was optimised even more specifically for loading speed (more on this in section 3.1.4 "Page speed").

Whether a website is classified as "mobile-friendly" by Google can be determined using Google's tool "Mobile Friendly Test" check: https://search.google.com/test/mobile-friendly

Ideally, a test result would look like this:

Duplicate content

Duplicate content means that almost or exactly the same text or content is accessible under different URLs. Duplicate content should always be avoided, as the content of a page should only be accessible via one URL. Otherwise, it is not clear to the Google algorithm which of the different URLs should be displayed in the rankings. A distinction is made between internal and external duplicate content.

Internal duplicate content is created simply by the fact that the same content of a website is accessible under at least two different URLs within a website. From external duplicate content is used when the same content of a page is accessible under different domains.

Causes for duplicate content can be

• a website is updated to a new Server and moved to another domain, but did not delete the old website and domain.
• buying content so that the same or similar texts may appear on many websites.
• Texts are simply copied from other websites and thus appear on many different websites. A very good example of this is Wikipedia, these articles are very often copied to other websites.
• Texts and content are deliberately duplicated on other pages or domains in order to achieve a higher overall visibility in search engines. However, this is a clear attempt at manipulation and will be penalised by Google if detected or reported.

So there are many reasons for duplicate content and only in very few cases is it a deliberate attempt to manipulate the ranking. Google also knows this, of course, and so duplicate content does not immediately lead to a penalty and a loss of ranking. Nevertheless, it is important to avoid duplicate content, as it can lead to serious fluctuations in the rankings. SERPs as Google cannot distinguish which of the pages is the one with the more relevant content and therefore switches back and forth between the URLs.

If duplicate content on a website cannot be prevented, there is a way to show Google which of the pages is the original and will give it preferential treatment in the SERPs. Google refers to this as "authorised pages", which can be defined as follows:

To determine which is the preferred version, add the following to the of all other pages with the same or similar content HTML-day:

URL optimisation

We will start with the topic of URL optimisation with an example URL that can be found in a similar form many times on the Internet:

http://firmenname.de/post?ID=77&483fhv829

In my opinion, this is an almost perfect example of a very bad URL where even a layman would recognise that this URL is neither useful for a user nor a search engine. But let's take a closer look at this link. The part of the URL we are talking about is highlighted in blue.

http://firmenname.de/post?ID=77&483fhv829

First of all, the protocol used, marked in blue here. For a long time, http was the standard. However, not only for security and legal reasons (https is mandatory under the new EUGDPR mandatory for almost all websites), https is the first choice, but also from the point of view of search engine optimisation. It is considered fairly certain that website encryption is a Ranking factor is. However, there is not only a risk of losing rankings if the website is not converted to https, but also a loss of all or at least a large part of the traffic. This is because more and more web browsers are warning about websites without encryption or even blocking these sites completely. So please always set a SSL encryption in!

http://firmenname.de/post?ID=77&483fhv829

There is nothing wrong with the domain name. Short and sweet, the user knows who they are landing on when they click on the link. Keep the domain as short as possible and avoid hyphens.

http://firmenname.de/post?ID=77&483fhv829

There is nothing wrong with the .de top-level domain either.

http://firmenname.de/post?ID=77&483fhv829

However, the biggest problem with this URL is clearly the path. It's not just Google that has problems understanding what's behind this link. Potential website visitors are also reluctant to click on a link whose destination is not even remotely recognisable. So this is where we need to start.

The perfect URL could look like this: https://firmenname.de/thema

As already discussed, we are of course using https and retaining our domain. However, the path looks slightly different than before and it is immediately clear to everyone and every search engine what the target page is about.

In an interview with Matt Cutts (software developer at Google), he revealed the perfect length for this path, namely 3-5 words. Each additional word is given less weight. These words should ideally be separated by hyphens, not underscores. The Keywordwhich we would like to have listed in the search results for this article, is at the very beginning of the path. The URL is readable for humans and search engines and therefore fulfils all the requirements of a good URL.

Page speed optimisation

Website users hate slow websites. Google knows this too, which is why the loading speed of a website is a very important ranking factor. Google measures the performance of a website very precisely and rewards faster websites with a better ranking. This effect seems to have increased more and more in recent years. But what is fast and what is slow for Google?

Once again, there is no official figure from Google. John Mueller, Senior Webmaster Trend Analyst at Google, gave us a hint via Twitter in 2016. In this tweet, he said that he had estimated a loading time of about 2 to 3 seconds goals. We can therefore assume that our site is considered fast by Google if we are in this region.

The following describes how the Loading time of a website can be optimised. Google provides us with a tool to help us check the loading times, the so-called Pagespeed Insights. This tool provides good pointers and important tips for optimisation. Here the Website performance on a scale of 0-100. It is important to note that you should not blindly try to work through all the optimisation suggestions. Not all suggestions are applicable to the website to be optimised or may not be suitable for it. even damage. Google usually suggests HTML, CSS or JS files, which is generally a sensible idea. Depending on the use case, however, it can lead to Damage to the website come. Furthermore, not all suggestions lead directly to shorter loading times and it generally makes little sense to spend several hours or even days compressing already small HTML or CSS files if we have to load a 4 MB image on the homepage. It is therefore essential to prioritise and not blindly working through Google's list be. To ensure that your website loads quickly, adhere to the following points:

• Optimise images: In most cases the most important point for a faster website. Some websites contain many, large and very high-quality photos. So here we need to find a balance between file size and quality. Reduce the image size so that you are still satisfied with the quality result. If you do not have Photoshop or other image editing software, you can use the following tools to reduce the size of your images:
  - https://compressjpeg.com
  - https://www.bildverkleinern.com
• CSS, HTML and Javascript Reduce files: As already mentioned, it makes sense to reduce or summarise CSS, HTML or Javascript files. This task should be urgently leave it to a programmer and never use automatic tools or plugins if you are not aware of the damage you are causing or how you can repair it. Google even offers ready-optimised files for direct download after you have downloaded the Page Speed Test has carried out. The same applies here: leave this work to a programmer.
• Reduce the response time of the server: A problem that can have an incredible number of causes. Possible reasons include slow database queries, CPU bottlenecks or a lack of memory. In general, you should make sure that your website is set to fast and highly available servers to host. For our projects, we rely exclusively on servers with a dedicated SSD hard drive, which we usually use frequently. saves more than one second of loading time. Of course, this is not always necessary; optimising a weaker, existing server can also solve the problem and optimise loading times. Incidentally, Google recommends a server response time of less than 200ms.

As an alternative to Google Page Speed Insights, I recommend the Pingdom tool (pingdom.com). This allows an even deeper insight into the page load structure.

Crawling and Indexing

So that Google now also includes our website in the index and can be found in the search, we help the crawler (it would also find our website by itself if it is linked. However, this usually takes much longer) by creating a XML Sitemap to Google. This XMLSitemap is directly controlled via the so-called Google Search Console registered. If you are not yet using the Google Search Console, you can activate your website there free of charge (www.google.com/webmasters/tools/?hl=de). Under Optimisation -> Sitemaps, we have the option of uploading our XML sitemap. This XML file is a list of all our URLs that are available on the website. Such a file can be created by a programmer or by various online tools (e.g. https://www.xml-sitemaps.com/) can be created.

Another way to make the crawler's work easier is to install a HTML sitemap on website. This is basically a table of contents and is not only helpful for the search engine, but also for users. This file helps the crawler to find pages with few links or pages that are very deeply nested in the menu more quickly. Most CMS offer a creation of the Sitemap directly in the Backend otherwise various online tools can also help here (here, too, the https://www.xml-sitemaps.com/ excellent).

User Signals

User signals are the signals that a user unconsciously sends to Google when using the website. These signals play an important role in search engine optimisation and also ensure that a good user experience is optimised. Common user signals include the length of time spent on a website, the CTR (Click-through rate(i.e. the percentage of people who find our site in Google and click on it) and the so-called Bounce rate (also Bounce rate is the number of users who leave our website after the first page view). However, the bounce rate should be treated with caution, as it is not necessarily a bad sign if a user leaves the website after the first page. They may have received the information they were looking for immediately or they may be dissatisfied with the website for various reasons (it takes too long to load, it is not optimised for mobile devices or the desired content is not available). How can we influence these user signals? The following measures User Signals we can carry out:

Optimise website for mobile devices
Optimise loading times
Optimisation of the meta description and title
Optimisation of the content

Part 2: On-page content optimisation

After we started with the technical Onpage optimisation have created the basis for a good position in the search engines, it is now time for the On-page optimisation of content. To be successful here, it is necessary to provide good content, i.e. content that is correct and useful for the user. A few years ago, the technical aspects were often sufficient to achieve a good ranking. Even with weak content, this was possible with some technical tricks possible. However, these times are now over and the algorithm can recognise very well whether our page is really relevant or whether we are just aiming for a good ranking. In future, this point will be increasingly important and it is worth investing most of your time in this area.

Keywords and keyword research

The basis of every content-related search engine optimisation are the Keywords and the Keyword research. So we have to think about which Search terms our website should be found. Proceed as follows:

Step 1: If you already have a website, take a look at the Google Search Console shows for which search terms the website is currently being found. After you have logged in, click on "Performance" in the menu on the left. Here you can see which search terms users are searching for to find your website. You can find out how often searches have been made for certain search terms for which your website has been displayed and how often your website is clicked on.

Step 2: In the next step, we also make use of Google. Here you simply enter your company name (for this guide I'll use one of our customers, Dr Jung Zahnklinik, as an example) in the search mask and look at two specific areas. Let's start at the top:

Google beats us here even before we start our search query some Search term extensions that other users frequently searched for. In our example, the topics of costs, opening hours, reviews and the branch in Frankfurt seem to be of interest. In this very simple way, we can quickly find out which topics related to our search term are of interest to other users. interesting for potential website visitors could be.

Of course, we can later apply this method to all our other found Keywords to find other interesting topics and keywords for this term. If we now activate the search and scroll all the way down, we will find an area that Google "Similar search queries" calls. With "Similar search queries", Google shows us which other search terms are related to ours. Here, too, we find some very interesting keywords that we add to our collection for the time being.

Step 3: In the next step, we will look at the Google Keyword Planner. With this tool, we can find new search terms as well as the Search volume query. In our example, we are looking for new search terms relating to the topic "Invisalign".

The Keyword Planner provides us with a large number of keywords that are related to our topic. It also gives us an insight into the monthly search queries (in our example limited to the federal state of Hesse) and in the competitive situation. These are two very important indicators of whether it is worth optimising for a keyword later on.

As we can see in our example, "braces adults" has relatively few search queries and a high competition. This keyword will therefore not be in our focus, at least at the beginning. However, the keyword "braces" is much more interesting, with 1,900 monthly search queries and low competition. Important: The competition figure should only be used as a guide. This information actually refers to Google Ads and does not necessarily have to be Organic search are connected. As a rule, however, contested ad placements at AdWords an indication of a High level of competition in the organic search.

Step 4: Another good tool for keyword research is ubersuggest (https://neilpatel.com/de/ubersuggest/), which works in a similar way to the Keyword Planner.

After these 4 steps quickly a lot of keywords together. So it's time to sort them. We now divide our keywords into 4 different categories:

1.) Transactional Search (DO): A transaction should be achieved with these search terms. Some examples from our project are

"Dr Jung dental clinic appointment"
"Dental clinic Jung telephone number"
"Jung Dental Clinic Contact"

2.) Informational Search (Know): The user searches for static information without wanting to interact. For example:

"Invisalign"
"Dental implants"
"Dental anxiety"

3.) Simple Informational Search (Know Simple): The user is looking for a quick answer to a simple question.

"How often should I have my teeth cleaned?"
"How many teeth does a person have?"

4.) Navigational Search (GO): The user is looking for a specific website.

"Dr Jung Dental Clinic"
"Jung Pfungstadt Dental Clinic"

Next, we divide our keyword groups into 3 different categories: Head, mid and longtail keywords. Headkeywords are very general, short keywords with a high search volume but low probability of conversion, in our example these would be

"Dental clinic"
"Dentist"

Examples of midkeywordswhich have a slightly lower search volume and a higher probability of conversion:

"Dental clinic in Darmstadt"
"Dentist in Frankfurt"
"Dental clinic for dental anxiety"

Our most valuable keywords are the so-called Longtail keywords. Although these usually have a relatively low search volume, the competition is lower and the probability of a conversion is very high:

"Dental clinic Darmstadt Make an appointment"
"best dentist in 64319 Pfungstadt"
"Dentist for anxiety patients Frankfurt"

With the Keyword analysis we have now laid the foundation for our on-page content optimisation.

Search snippets

The first point of contact of a searcher with a website, the so-called Search snippetwhich consists of Title URL and Meta description exists.

If we do not provide Google with a title and a meta description, Google will not use this information. generate independently and (not always) select suitable information from our target page. Both the title and the meta description are among the most important elements of search engine optimisation and should therefore always be specified by us. However, if the title and meta description have nothing to do with the content itself or deviate too much from the actual content, we will not be able to optimise them. this recognised by Google and the algorithm generates this information itself. The search snippet is made up of the following elements:

Page title

The title is for Google the most important labelling element of the website and therefore a very important part of search engine optimisation. In the title, we signal to the search engine which topic our target page is about. But what characterises a good title out?

• Each URL should have its own individual title.
• The keyword we want to rank for (in this case "Invisalign") should appear in the title, if possible in the first position.
• The title should be optimised for the user, i.e. offer added value and encourage the user to click.
• The optimum length consists of a maximum of 55 characters

Meta description

Although the meta description in itself only sends a weak ranking signal to Google, by using a attractive description but the CTR which is not only positive for our direct traffic, but also plays a role for the User Signals which in turn plays an important Ranking factors are. A good meta description is therefore part of search engine optimisation. The following applies to a good meta description:

• Each page should have its own individual description.
• No more than 156 characters, the rest will be cut off.
• The most important keywords of the target page should appear.

In our example, the optimised search snippet looks like this:

Rich snippets

Rich Snippets are an extension of the standard snippets title, URL and meta description. These can, for example Rating stars (as in our example above), Links, Price details or Dates be. This information must be Source code However, they are only seen by search engines, which automatically select and display them. The ratings are not just an indication of the quality of the product or service, but also of the quality of the service. Eyecatcher in the search results, but with correspondingly good ratings also a confidence signal and thus encourage clicking.

• On many pages, we include content that our competitors do not use directly in this context, but that we do. added value see in it.
• Our keyword, for which our page should rank, may and should of course occur. However, we make sure that we use this in a natural measure use. We also use similar versions and word variations of our main keyword. Important places for our main keyword are in the Heading (h1)and, if possible, at the beginning and within the first one or two sentences of our text.
• We avoid text deserts and design our site in a varied way. We use Enumerationsmark important words (not only, but also our main keyword) bold, use where possible meaningful pictures, Graphics and Videos. Here, too, it is important to ensure that everything is natural framework to hold. Every time the keyword bold or marking entire sentences is not useful for Google or the user.
• Another important factor is the so-called Freshness. We try as far as possible to keep our pages as up-to-date as possible to signal to Google that our site is well maintained and offers up-to-date content.
• If it makes sense to link to an external site, this is fine. However, we make sure that advertising links with the "nofollow" attribute.

Internal linking

Internal linking, i.e. the linking between the individual pages of the website, is not only useful for the users, but also for the organisation. also an important component of search engine optimisation. Good internal linking can lead to better and faster indexing of subpages. Please note the following:

• The most important links are located in the content area of the website, not in a sidebar or in the Footer.
• All links are clearly recognisable as links (coloured and/or bold or underlined)
• We choose a comprehensible anchor text so that the user can imagine what content the target page contains.
• All links are directly related to the text.

Pictures

Images and graphics can Influence the ranking of a pageif they appear in the area that is visible to users at first glance and are thematically relevant to the topic. The Image analysis of Google is now so sophisticated that Google is able to recognise what an image represents. Images are also part of a varied media mix and, if used correctly and appropriate to the theme, increase the Attractiveness one side. As the Charging time a very important ranking factor the images should definitely be compressed. We also choose meaningful file names, with "image1.jpg" Google can only find do little with it. So we also use keywords for our file names, of course only if they fit thematically.

With the so-called "alt attribute" we describe the image in more detail. This description is displayed if the browser is unable to display the image for technical reasons. We make sure that Main keyword to use. Images optimised for search engines not only help our website to better rankingbut can also be used in the Google image search good positions, which in turn will help our website more traffic is a gift.

Videos

The presence of a video on a website is an important factor for Google. Ranking signalbecause in most cases it increases the utility value for visitors. We therefore try to enhance our most important content pages with videos. We pay attention to the following points:

• The videos are at least For 20 seconds
• We pay attention to technical and content quality. If we cannot guarantee this, we prefer not to produce a video.
• Of course, the content of the video must be related to the content of the page.

Other website content

Flash: We completely dispense with Flash content on our website. As Flash is not supported on Apple's iOS operating system and is also causing problems in more and more browsers or even completely blocked little is known about Flash as a ranking factor. For the reasons mentioned above, however, Flash should be avoided anyway.

pdf files: PDF files can also be indexed by Google and even appear relatively frequently in the search results. In general, the same applies to the content of these files as for our website. However, we also pay attention to the following things:

• Text within images cannot be recognised. We therefore take care to include any relevant text as text.
• We choose good compression when saving our file in order to keep the database as small as possible. Loading times also play a role with pdf files.
• The most important keywords should appear in the name of the pdf file.
• We fill all Metadata such as title, author, subject and keywords.

Offpage optimisation

Now that we have created many technical and content-related prerequisites for a good Google ranking in on-page optimisation, we will now turn our attention to the second major pillar of search engine optimisation: the Offpage optimisation. Off-page optimisation is about the external influences on our website, i.e. external links, also known as backlinks.

Backlinks and Linkjuice

Even though the content of a website and the user experience are gaining more and more influence, backlinks are still one of the most important factors for the success of a website. most important signals for Google. Links are weighted and evaluated differently by Google. Both the quantity and, above all, the quality of these links plays a major role. So if we receive a link from a high-quality website, this link will award so-called "Linkjuice" to our website. Linkjuice refers to all properties that are transferred with a link from one website to another. These properties are, for example PageRank (no longer publicly listed by Google since 2016, but describes the value of a website on a scale of 0-10) Various third-party tools continue to calculate this value, e.g. sistrix.com. Also the TrustRank (In the TrustRank procedure, websites that are linked from trustworthy pages are themselves classified as trustworthy) is passed on.

We must also differentiate between so-called "follow" and "nofollow" Links. Links that are labelled as "nofollow" do not pass on their linkjuice and are not taken into account by the crawler. As a rule, it is essential that untrustworthy content or paid links should be labelled with "nofollow". Even if "nofollow" links do not pass on any link juice, they are not completely useless. On the one hand, they contribute to a healthy and natural Link image because websites that only have "follow" links quickly become suspicious. On the other hand, links always generate traffic to our website, which should not be ignored in all search engine optimisation. After all, the ultimate aim is to increase traffic to our website. So we take all the (good) links we can get.

How do you get good backlinks?

We have now looked at how to distinguish good links from bad ones. So now the question arises: How do you get good backlinks? Matt Cutts once said: "Your goal shouldn't be to make links look natural. Your goal should be to make your links natural!".

It therefore makes little sense to buy links or to use dubious sources and make them look as natural as possible. Even if this is often tempting and various providers advertise "rank 1 in 30 days": don't fall for it. Even if we could have short-term success with these methods, in the long run it harms the website and we have not only wasted time and money, but it costs more time and money to repair this possible damage. The best method to natural and good backlinks Google tells us: generate high-quality content. Readable content is linked to on the Internet all by itself. These are, of course, our most valuable links.

Further methods and tips for generating high-quality backlinks using our Dr Jung Dental Clinic as an example, which of course also apply to all other websites:

• We utilise our relationships. The head physicians at the dental clinic regularly publish articles or give lectures. This is an excellent way to generate good links.
• We write and publish articles in relevant newspapers or blogs, in our example zwp-online.info or dentalmagazin.de or the medical and health sections of major newspapers such as Focus or Bild. Even if there are usually only "nofollow" links here, we can negotiate from time to time for very good and unique content.
• Infographics often get more attention than plain text and are also very popular. As the source must be indicated, we have a good opportunity here to obtain good links from sources relevant to the topic.
• The Dr Jung Dental Clinic makes donations to aid organisations. Most of these organisations thank us with a link.
• Link exchange: Not an easy topic, as a link exchange can normally no longer be considered natural. However, there are exceptions, in our example a co-operation with a cosmetic surgeon. As there are some patients who visit both the cosmetic surgeon and the clinic, we also utilise this synergy in our backlink building.
• We look at our competitors, preferably those who occupy important positions ahead of us. We should also try to get good and very good backlinks from our competitors.

In conclusion, it remains to be said: when building backlinks, focus on quality rather than quantity.

Recognising link quality and visibility index

But this naturally raises the question: What are good links? How can I assess the quality of a link? There are many factorsby which we can recognise a good link:

• The linking website itself appears in the Google index. If this is not the case, we should definitely keep our hands off it.
• The website generally has few outgoing links. Link portals or "link slingers" that link thousands of websites are of little value.
• The linking website offers high-quality and, in the best case, unique content.
• The linking site itself has many high-quality backlinks.
• The link is not a "nofollow" link. Although these links are not completely worthless, it makes little sense from a search engine optimisation point of view to strive for such links. We therefore leave them out of our optimisation unless they are extremely high-traffic websites such as wikipedia, Focus.de or other sites.
• The link text should be thematically relevant. A "click here" or a keyword that has nothing to do with the linked text is less useful.
• The link comes from the content area of the linking website, not from the footer or the sidebar.
• Last but not least, we simply use our common sense and look at the website from the user's point of view. Is the website reputable? Would we visit this website ourselves and click on this link? Does this website link to us voluntarily?

Purchased links are usually created by Google recognised. In the worst case, this can lead to penalties or even to our site being completely removed from the Google index will! Also loads of links from dubious sources can be penalised.

Let's take a look at some examples of the Dr Jung Dental Clinic. We can either view backlinks to our website via the Google Search Console or find them via external providers such as Sistrix.

Example 1: https://www.pfungstadt.de/

A fairly simple example of a very good link are links from official city or municipal websites or authorities. The TrustRank of such sites is particularly high and a link from such a site makes our site very trustworthy. In addition, this link is labelled as a "follow" link and thus passes on its linkjuice to our website. We can accept links from these official sources without hesitation.

Example 2: http://moemesto.ru/

A simple example of a good link is followed by a simple example of a bad link. Even if the dental clinic treats some Russian patients and the website is even available in Russian, websites from abroad (especially from Russia, China or India) are only once suspicious for us and should be examined more closely. On closer inspection, we realise that this page is a pure Backlink-Website is about. Furthermore, the link is not even to the Russian site, but to the German version. In the case of a natural link, we could assume that a Russian website also links to the Russian version of our website.

So, to save ourselves a lot of hard work, we pay attention to right from the start on the quality of our links. Of course, we are not always responsible for all these links ourselves, it happens from time to time that we receive links from sites that we do not know and with which we have nothing to do. We therefore always keep a close eye on our link profile.