OnPage optimization: getting your own site on track

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One more note on competitors: Don't just think about the competitors you know, your "real competitors". There are also "virtual competitors". These are companies that rank above you for certain search terms, even if they are not real competitors. For example, if you have a car repair shop and rent out your lifting platform to hobby mechanics, you will notice that the search term "rent lifting platform" initially shows companies that rent out cherry pickers, work platforms and forklifts. These are virtual competitors, even if your target group is completely different.

Now think about how you can formulate your Why Content Marketing is the New Supreme Discipline
offer so that the right people come to your site. The keyword "rental workshop" would be clearer in this case. Conversely, under the search term "car repair shop (your location)" you can find your real competitors and look at their pages in order to do better yourself and rank higher. It is relatively utopian to want to land on the first page for generic terms such as "VW" or "car repair shop" without a location.

For more information on SEO and a glossary of the most important terms in online marketing, see our Website Relaunch Guide.

The most important data for on-page optimization are frequently visited pages, visit duration and the bounce rate, summarized as visitor behavior. This allows you to see which of your pages are particularly popular and whether people find what they are looking for on them. This directly influences your ranking on the major search engines. If visitors leave your page after a few seconds, the search engine concludes that the content does not meet expectations.

visit duration and bounce rate
The more visitors you have, the more meaningful this data is. If only two people viewed your website in the last month and one of them clicked away after 5 seconds, that's a 50% bounce rate. In reality, there could be plenty of reasons for this that have nothing to do with your site. Maybe the postman just rang the bell. But if you have a bounce rate just as high with 200 visitors, you should think about the keywords and structure of your website. Visitors are obviously not finding what they are looking for, at least not at first glance. Internet users are impatient, make it easy for them!