5 of the best SEO Tools to improve your rankings

If you want to optimize your online shop for Google yourself, you need a good SEO tool. Because SEO tools are the basis of every search engine optimization. Here are the 5 best SEO tools in my opinion:

XOVI – The All-in-one SEO Tool


XOVI’s SEO tool contains a total of about a dozen tools. Keyword Tool, Monitoring, Onpage, Link Tool, Disavow, Link Manager, Search Analytics, SEA, Affiliate, Social Analytics, Social Signals Tool, Reporting. This means that with the help of XOVI you have all possibilities for OnPage and OffPage optimization. Whether it’s content creation using WDF*IDF, competitor analysis, removal of toxic links or social media analysis. Try it, the test is free.

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SEMrush – The winner of the SEMY Award


In 2018, the SEO tool from the USA was honored as the best SEO suite for the USA, UK and Europe at the SEMY Awards. You can use SEMrush for all SEO activities, OnPage and OffPage optimization, for your Google Ads strategy, social media strategy, content and PR. 

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Mangools – The Low Budget SEO Tool


Mangools is an SEO toolset from Bratislava for the small wallet. The SEO-Tool consists of the Keywordfinder, the Serpchecker, the Serpwatcher, the Linkminer and the Siteprofiler. The full version is available from about 25 Euro per month, i.e. much cheaper than other SEO tools. In addition, there are permanently free basic versions with a few queries per day. Try the keyword finder here on the page directly to find longtail keywords that you can use to quickly rank.

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SE RANKING – SEO-Tool from 3 Euro per month


A cheaper SEO-Tool might be hard to find, because SE Ranking starts at 3 Euro per month. Therefore you can track your 50 most important keywords with a weekly update. Also included are an onpage analysis tool, backlink monitoring, a keyword tool, a competitor PPC tool and a report generator. The larger packages contain significantly more features. You can test SE Ranking 14 days for free.

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Bei dem Anbieter aus Nürnberg kannst du zwischen einem dauerhaft kostenlosen Basisaccount und einem Premiumaccount für circa 39 Euro wählen. Mit dem kostenlosen Account kannst du bis zu 10 Keywords tracken, OnPage Analysen deiner Website durchführen, 3 Mitbewerber beobachten und deinen Content mit Hilfe eines WDF*IDF-Tools optimieren.

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Read more:

Shopsysteme, um selber einen Onlineshop zu erstellen

Eines der beliebtesten Shopsysteme: Shopify

Rechtstexte für den Onlineshop von Janolaw

Homepage- und Onlineshop Baukasten für Kleinunternehmer: Jimdo

Small SEO Guide for Beginners

If you want to optimize your website or your online shop for Google yourself, you need a little background knowledge in addition to an SEO tool. Therefore here is a small guide for your start in search engine optimization of your website.

What does SEO mean?

The abbreviation SEO - who wonders - comes from English and stands for Search Engine Optimization. In German search engine optimization. The aim of search engine optimization is to improve the ranking of your website. You define search terms under which your site is to be found and try to improve the ranking for these terms. The goal is to land on page 1 of Google with the desired keywords, because today hardly anyone searches on page 2 or even further back.

How Google and Bing rate your website

Google uses about 200 factors to judge your website. These are technical factors, content, links, etc. If your ranking is bad, you can use it as some kind of feedback. Apparently, the Google algorithm is convinced that there are a lot of pages that are significantly better than your website. In order to improve your rankings, you must first improve your website according to Google's criteria. The easiest way to do this is with an appropriate SEO tool. Because the tools automatically show you which factors can cause problems. If you correct these errors, this is a first step to bring your site forward in the ranking.

Optimize for the user

For Google, it is especially important to remain the number 1 search engine. This is only possible if Google makes it easy for its users to find the most relevant search results right at the top. For you, this means that in all SEO measures, you should above all always optimize for the user. Because if your website provides the visitor with exactly what he is looking for, your chances are good that Google will reward this with a better ranking. However, this does not mean that you should limit your SEO measures exclusively to OnPage (technology, structure, content). OffPage, i.e. the creation of backlinks, is still an important ranking factor and should therefore be considered by you just like OnPage.

Abkürzungen im Onlinemarketing

CPA: Cost per Action - Advertising costs for which the user is paid for a defined reaction.

CPC: Cost per Click - Here are the costs for each click on your ad due

CRO: Conversion Rate Optimization - Optimization of the conversion rate

DTOX: Link Detox - Removing harmful links

PPC: Pay per click - The same as Cost per Click

SEA: Search Engine Advertisement - Indicates ad placement on Google, Bing and other search engines.

SEO: Search Engine Optimization 

SEM: Search engine marketing, i.e. all measures to generate visitors

SERP/SERPs: Search Engine Result Page(s) - The result pages for a search query

Also read:

Wie du selber einen Onlineshop erstellen kannst

Welche Shopsysteme es für kleine und mittelständische 

Unternehmen es gibt

Der ausführliche Jimdo Review

Wie kann ich mein Ranking bei Google verbessern


Why search engine optimization is important

SEO has one main advantage: SEO brings free traffic to your website. Well-placed pages with better visibility get more visitors and therefore make more sales. Because no matter who belongs to your target group, if customers are looking for something, Google is the first place to go to get information. This means that with every additional keyword you use to reach the top positions, the number of website visitors in your shop will increase noticeably. Best of all, the placement in Google's organic search results is free.

Optimization on Longtail Keywords

A popular mistake by beginners in SEO is trying to rank for hardcore keywords. You can try that, in the rarest cases you will have success with it. Because the competition is simply too high. Instead, you should focus on optimizing longtail keywords at the beginning. These are keywords that are composed of several terms. Because for longtail keywords you will rank faster and have better chances to achieve a conversion.

Strengthen marketing independently of Google

At first it may sound paradoxical, but a better ranking can also help you to strengthen marketing measures that are independent of Google. In online marketing you should never put everything on one card. Above all, you should not be dependent on a single source of traffic. That's why it makes sense to use the traffic generated by optimization and turn your visitors into newsletter recipients or followers. This opens up further possibilities for direct marketing and you strengthen your independence from external traffic sources in the medium term.

More sales

If you want to make money in your online shop, you need traffic. Logically. More traffic through suitable SEO measures also means more sales. Focus your SEO optimization on the generation of relevant traffic. Because only with this you will achieve a good conversion rate.

Using SEO as Part of Inbound Strategy

We all like to spend money, but we don't like it at all when someone actively wants to sell us something. That's why inbound marketing works so much better than advertising, for example. With SEO as part of an inbound strategy, you reach your target group exactly when they are looking for the products you offer. This means that the likelihood of purchase is also higher with traffic generated by SEO. This is especially true if the traffic is generated by matching longtail keywords.

The Most Important SEO Measures

An SEO optimization can be roughly divided into 2 areas: OnPage and OffPage optimization. The OnPage Optimization contains a whole series of measures. This includes the technical optimization, the optimization of the page structure as well as the content. The OffPage Optimization deals with measures outside the own page, i.e. with the construction of external links.

OnPage Optimization

Let's take a look at OnPage and see what technology, structure and content mean. Technology includes the loading speed of your page, correct links, the URL structure, optimization of meta tags, redirects, keywords in the title, alt attributes, header structure, number of CSS and JavaScript files and internal links. The topic structure is about designing your website in such a way that every subpage is accessible to the user with as few clicks as possible. So it's about improving usability.

Create relevant content

The contents have a special relevance in the OnPage area. While in the past it mainly depended on the backlinks, since the Panda update the content is one of the most important ranking factors. This means that you should create content that has the highest possible relevance for your target group. Ideally, your content is better than that of your competitors. Keyword research, competitor analysis and keyword optimization can support you in creating relevant content.

OffPage Optimization

OffPage optimization on the other hand deals with link analysis, link detox, competitor analysis and the creation of high-quality links. In addition to the content, the backlink structure is also responsible for the ranking of your site. If you are now building links, it is important to pay attention to a natural link structure. Ideally, this means that the contents on your website are so interesting for your target group that they link to them. If you work actively on the acquisition of links, make sure that you get high-quality links from relevant sites. OffPage SEO also includes social media activities, blogging, publishing PR articles, videos and participating in discussions in relevant forums.

Mobile first: Optimize for mobile devices

Meanwhile it should be a matter of course, but for the sake of completeness the topic should be mentioned. Since the use of mobile devices is constantly increasing, an optimization for mobile devices is absolutely necessary. Pages that are not optimized for mobile devices will be punished. From Google and from the user. Google misses pages that are not optimized for mobile devices a worse ranking. At the same time, mobile users punish non-optimized websites with a high bounce rate. Not sure if your site is optimized for mobile devices? Then use the test for optimization for mobile devices from Google

Voice Search in Search Engine Optimization

With all your SEO activities you should also consider the voice search. Because the use of search engines by voice input will continue to increase in the future. Already now Siri, Ok Google, Cortana, Alexa & Co are used quite naturally. After all, the corresponding apps are pre-installed on every smartphone. Important for you in search engine optimization: Voice Search is used differently than conventional search. Voice search no longer searches for individual terms. Instead, users formulate complete questions. This means that you should always answer possible questions from your target group during search engine optimization.

Video Marketing

If you sell products in your online shop that require explanation, tutorial videos are an excellent way to improve your Google ranking. First of all, tutorial videos increase the engagement on your site. Visitors are happy about clear instructions and information. The bounce rate decreases. If the videos are informative, you will collect backlinks. The result: Video marketing improves your placement. But above all, your customers are happy about Tutorial Video.

Link Tool

Search Engine Optimization Step by Step

Log in to the Google Search Console

Before you start with search engine optimization, submit your website to the Google Search Console. The Search Console is a free tool provided by Google. It gives you extensive data about your site, allowing you to track and analyze traffic development. Data provided by Google includes the number of impressions, the number of clicks, the average click-through rate and the average keyword position. You can break down information by subpages, keywords, time periods, countries, devices, and more.

Crawling Request

You can also get information about security problems on your website, penalties, internal links, backlinks and crawling statistics via the Search Console. If you have made major changes, you can also use the Search Console to request a new crawl. This way you can make sure that the Google Index always contains the latest version of your content. Currently - in July 2018 - a new version of the Search Console is in beta.

OnPage first

After you have logged in to the Search Console, start optimizing your OnPage. We start the OnPage optimization for the following reasons: You have complete control over what you do on your own websites. This means that once you've optimized web pages, you can have Google crawl them again. Thus your OnPage optimization pays off much faster in better rankings than the OffPage optimization. The second reason why we start with OnPage: Link marketing is much easier if your website is technically ok and offers good content. Because who likes to link to a website that is bad or mediocre?

Perform a technical analysis

To find mistakes in technology, content and structure on your website, you need one of the numerous SEO tools. For this you can spend money or simply use a free one. Among my favorites for OnPage analysis are Yoast, Seobility and Sistrix Smart. These 3 tools are available for a fee in the full version, but the beginner versions are permanently free. For a first technical analysis the free versions are sufficient. The tools are easy to use. You enter your URL, let the tool crawl the website and shortly afterwards you will automatically receive an analysis. This shows problems, errors and to-dos to optimize your website for search engines.

Title Tag and Meta Description Tag

If you have filled in the Title Tag and Metag Description, the SEO Tools will give you an ok. Take a close look at both anyway. Because the contents of the title and meta description appear as a preview in the results of the search engines. This allows them to decide whether users click on your website or opt for a different search result. Title tag and meta description are also important ranking factors. Note that each URL has its own title and that the targeted keyword should be present in the title.

Optimize images

The optimisation of images is particularly important in online trading. Because many users who intend to buy use the image search to find interesting products. By optimizing your product images you can increase the traffic in your shop. At the same time you reach visitors who have a concrete interest in one of your products. In order to achieve a good ranking with your product photos in the picture SEO, the file name of the picture should reflect exactly what can be seen on the product picture. In addition to the file name, the image size is also important for the ranking. The loading speed is also an important ranking factor. Not least because more and more users are mobile online. 

Content - How to create content for your website

Now we come to a central topic of website optimization: Content. You already know that the content on your website is one of the decisive factors for ranking in search engines. But what exactly does that mean? Should you stuff your articles with keywords? Please don't. Above all, Google wants users to get the best possible search results for their query. That means high quality articles, get a better ranking than empty texts.

Note the search intention of the user

Maybe now you're wondering how Google recognizes a high-quality article. Clear answer: That depends. The rating factors are now so sophisticated that different criteria apply depending on the context. A simple example: Someone googling the lotto just wants to see the results of the last draw. That's why a long text doesn't make sense here. The average word count for the top 10 results for Lotto is 777 words. The situation is completely different with the keyword SEO. If you google for SEO, you are probably looking for tips and want to understand the topic. Here a detailed article makes sense. That's why the texts in the top 10 for the keyword SEO are extremely long. On average 4848 words. One of these pages even has over 12,000 words.

The text length 

Of course you don't have to write such extremely long lyrics. Because just because a text is long, it doesn't automatically get a good ranking. The text must be long enough for Google to understand what the page is about. 100 or 200 words are not enough. Yoast SEO recommends a minimum of 300 words per page. Most pages with top 10 rankings have between 1,000 and 3,000 words.

Focus on the user 

Above all, it is important that you satisfy the search intention of the visitors as much as possible. Think about which questions your users are concerned with and then answer these questions on your website. You can also look at the pages of your competitors, but only to think about how you can better answer the question. Don't get the idea to steal. Google immediately recognizes this as duplicate content and then that's it for you with a good search engine ranking. You'd better create personas and ask yourself what these users are interested in. What do they expect from their web search? Forget the search engines for a moment and focus completely on the user when creating content. Because that pays off in any case.

The WDF*IDF Formula for Text Optimization

The WDF*IDF formula can help you create content. In simple terms, it analyzes which terms are relevant in connection with your keyword. This means that these terms should have a certain weighting in your text. If you want to be supported by the WDF*IDF formula when creating your text, you need an appropriate tool. With Seobility, 5 WDF*IDF analyses per day are possible in the free basic membership. Ryte and Xovi also have corresponding tools. Here however only in the context of a paid membership. If you want to work with one of the tools, be aware that different values will be spit out depending on the tool. Therefore, in my opinion, you don't have to stick slavishly to these values. Rather use WDF*IDF as an idea supplier to define a text structure.

Writing product texts

An individual text for each product? Depending on the number of products in the online shop, this is difficult to implement. No wonder that many shops simply take over the texts from the manufacturer. Of course you can't score with search engines or visitors. Therefore, try to create a description for each product. Ask yourself which product features are interesting for the customer. Why is he interested in a certain product? And what use must it have for them to buy? If you think about this and produce corresponding texts, this will have a positive effect on the search results and the conversion rate.

Artificial intelligence that writes product texts

Product texts are no longer all written by hand. Some of the big shops use a technology here - Natural Language Generation - which enables the automated creation of product texts. However, the use of this technology is only suitable for the large shops due to the costs involved. The provider names AX Semantics windeln.de, Euronics and home24 as references. If you doubt the quality of the automatically generated texts, you should have a look at the reference list of the competitor Retresco. Here axel springer syndication, FAZ and Grunder+Jahr are mentioned. As ingenious as the automated text generation for online trading is, it also shows what different means are used to fight here.

Keyword research: How to get ideas for new keywords

An important part of the content creation is the keyword research. You will get to the first keywords automatically. Let's assume you have a webshop for bicycle accessories. Terms like bicycle bag, bicycle seat, bicycle computer, bicycle basket etc. are obvious. So you write an interesting text for each of these keywords to help your customers choose the right product. The customer is happy, so is the search engine, your ranking gets better. But at some point you run out of ideas. What are you doing? The easiest way: You use a tool like Semrush or Xovi.

Search volume of your keywords

In these tools you enter the URL of a competitor and you can see for which keywords your competitor is ranked. At the same time you can also see in the tools how high the search volume and the competition for these terms is. So you can see whether it's worth ranking for this keyword at all. In addition, you can estimate the amount of optimization effort. The only disadvantage of this type of keyword research is that this feature is only available in the paid version. A free alternative for keyword research is keyword.io. Here you won't find out the keywords of your competitors, but you will also get ideas.

Use the Google Keywordplaner

The free AdWords keyword planner can also give you ideas. Another possibility: Enter your competitor at Google site:URL. Now all pages of your competitor will be displayed. Even those that are not accessible via the menu. Take a look at the URLs. This might give you ideas for other keywords and landing pages. But remember again: Never steal, just get inspired and do better.

Heading structure: How many H1 and H2 headings?

From an SEO point of view, the H1 heading is particularly important. There should be exactly one per page. This H1 heading should also contain your targeted keyword. The number of H2 headings or also H3, H4, H5 and H6 is not fixed. Ideally the structure should make sense. Just imagine the structure of a book. H1 corresponds to the title of the book. This means that it should show what it is all about. H2 are the headings for the individual chapters. H3, if there are further subchapters within the chapters. H4-H6 would be further subchapters. In my opinion H4-H6 are irrelevant for most websites and especially for SEO. Pay particular attention to a correct H1 heading.

The importance of links in search engine optimization

Internal links

When it comes to link structure and SEO, many think primarily of backlinks. But also a good internal linking can have an enormous influence on your ranking. The best example of perfect internal links is probably Wikipedia. In every Wikipedia article you will find links in the form of internal text links to relevant pages. Take a closer look at a few Wikipedia pages and use them as your reference for your own internal links. This means that the anchor text should be clearly formulated.

Link to central pages internally

Let's assume that you run a shop for bicycle accessories. Maybe you have written a detailed report about bicycle helmets. With this text your visitors get a detailed consultation to bicycle helmets. So they can decide better when buying. Surely you would like to be placed well in search engines for this topic side. Therefore you link in the continuous text of the product descriptions of bicycle helmets on this topic side. This link helps your customer to decide for the right helmet. This link helps you to rank better. Important for internal links: The number of internal links should be in reasonable proportion to the length of the text. Also remember to set the internal links to follow so that the Link Juice can be passed on.

How do you get backlinks?

Your website is as good as it can be - without backlinks it is hard to get a good ranking. Because search engines consider backlinks as recommendations of other users. The more users refer to a page, the higher Google estimates its value. The result is a higher ranking. Therefore, the topic is still enormously important for SEO. The question that arises is, how do you get high-quality links? In the past you could simply buy links, but today all search engines punish this. Therefore a competitor analysis offers itself to the link structure.

Link analysis of your competitors

You can use various tools to see which pages link to your competitors. The quality of the tools is very different in this area. Probably the best results are obtained with the Linkresearchtools tool. However, this is a SEO tool for professionals, correspondingly expensive and complex to use. But there are also free Backlink Checker, for example from SEO United. If you have analyzed the backlinks of your competitors with one of the tools, you can consider in the next step how you manage to be placed on these pages. If your competitor has written a guest article, you can try the same way to get a recommendation from this site.

Link Detox

If your website has been around for some time, you probably already have some backlinks. Some of these links may be harmful. Malicious links are those that Google classifies as unnatural. This means you can get a penalty for these links. The result is poor rankings and less traffic. Therefore, existing websites should always have a link detox before building new backlinks. This link detox you get as a layman in my opinion not alone. For this you need an experienced agency that identifies negative links and devalues them with a Disavow. Important: The agency should be really good, otherwise your ranking can be completely shot.

How long does it take for SEO measures to take effect?

Your side's tiptop. You have optimized everything and now you realize that the website is still not on page 1. You are probably wondering how long it will take for search engine optimization to be successful. The answer is clear: it depends. A small craft business that wants to be found locally and has hardly any competition online may make it to page 1 in a few weeks or months. An online shop competing against strong competition may take months or years to achieve a good ranking. Maybe he won't make it at all. In 2017, tool provider Ahrefs analyzed 2 million pages in the Google Top 10. The result: Most of the top 10 search results belong to websites that have been online for years. In the case of new websites, less than 6% make it into the top 10 search results within the first year.


WordPress SEO

Meanwhile 30 percent of all websites are created with WordPress. Of course, there are also numerous SEO plugins. If you search WordPress plugins for SEO, 3,400 plugins are displayed. By far the most popular plugin for search engine optimization is Yoast SEO. If you also use WordPress, you should download Yoast SEO right away. The plugin is easy to use and displays the most important OnPage SEO factors. For example, you can enter SEO title and meta description via Yoast. Immediately you get a preview of the snippets. Content and keyword density are also automatically analyzed with Yoast SEO. If your text is difficult to read or if you have used a keyword too often, you will get a hint. A small traffic light indicates whether the page is technically ok. Yoast SEO is available in 2 versions: Free of charge as well as Premium. The premium version costs once 79,- Euro. For most users the free version of Yoast SEO should be sufficient.

SEO Agencies - Which SEO Agency?

If you can't get any further with search engine optimization alone, professional support by a professional makes sense. Because search engine optimization is a lot of work, requires a lot of knowledge and requires permanent learning. The support by an agency therefore makes sense. The question is, how do you find a good SEO agency? Most of them use - not surprisingly - Google to find an agency. Who can show good rankings in the search results of Google, must understand something about SEO. So the thought. Basically correct, but does not automatically mean that the customer will be happy here. I would also rely only to a limited extent on online reviews. Most agencies don't only know something about search engine optimization, but also about marketing. The one or other evaluation might be written there also already times.

Why you should not search your SEO agency via Google

My recommendation: Take part in industry events such as eCommerce Day, OMX or SEO Day. Exchange ideas with other participants and get recommendations for an SEO agency. Also smaller events like the IHK, Meetups or Xing Events are well suited to get tips for an SEO agency. 

How much does search engine optimization cost?

Here, too, the rule of thumb is: It depends. If you charge by the hour, the hourly rate tends to be between 80 and 150 euros. The number of necessary hours depends among other things on the actual state of your website, your goals, the industry and the competition. The lower limit would be half a day to one man-day per month. But you may also need a lot more capacity to improve your rankings.


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