Basics of Search Engine Optimization
One of the biggest advantages of search engine optimization is the very good cost-benefit ratio. The high positioning on Google is not bought, but achieved through good optimization. To obtain this, a lot of work and cost have to be invested. But in comparison to keyword-advertising, the financial implications are relatively small. If Google realizes that customers and readers often visit the site, buy products, and recommend the shop to others, your site starts to build an online reputation, which in turn increases your ranking.
An additional advantage: using numerous SEO analysis tools makes it possible to not only monitor your own success, but also that of your competitor, while simultaneously receiving helpful tips from them. Tools like SISTRIX and Searchmetrics provide a detailed analysis of your competitor. You can find more information about this topic in the text entitled ‘SEO Tools’.
There are also disadvantages when it comes to SEO: you are dependent on Google. An SEO strategy that is successful at the moment could end up being invalid when the next algorithm update takes place. Building a reputation can be a long process that can take weeks or months, so it is difficult to calculate how much time and money will be spent. Paid ads show results within a few hours or days. If you stop SEA, the visibility of your site will quickly decrease again. Search engine optimization, however, is a very