Best ranking without adwords
When we moved to Gera in Thuringia in 2019, we wanted something quick. We urgently needed a new homepage. Of course, we also wanted something chic, with a great, responsive web design. We didn't care about the content management system (CMS for short, such as Wordpress, typo3, joomla or Drupal) at first. Since archium is not an advertising agency, we started looking for a professional web designer. We had many discussions about how to reach our target group. Two central questions kept coming up: How do customers who don't know us find archium? How do customers find a product they aren't looking for? So we realized that the most beautiful and expensive homepage would be of no use if we weren't already well known as a brand.
Henry Ford is credited with the following quote: "If I had asked people what they wanted, they would have said 'faster horses'."
This statement describes the challenge very clearly. It was clear that only targeted advertising would be the solution. So how much money should you invest in advertising?
“If you are going to put a dollar into your business, you must have another dollar ready to spread the word.” (Henry Ford)
Can you imagine that? We certainly can't.
At first glance, AdWords in Google seemed like a welcome solution. The system works in simple terms like this: you give Google keywords under which you want your product to be found, as well as a fixed monthly amount. This gives you control over your calculated advertising budget. You also tell the search engine the maximum amount you are willing to pay when someone visits your site. As soon as someone enters the search term you have placed into the search mask, Google auctions off the positioning of the advertisements. The keyword with the highest bid is therefore at the top. If the ad is clicked, the amount is deducted from your budget. No click, no costs. Sounds fair at first.
However, Google also registers when your ad is displayed (impression) but not clicked. Worse still: a potential customer clicks on your page and immediately leaves again because the content is confusing or irrelevant. If these cases occur frequently, your page's ranking will drop. You can compensate for this with even higher bids per ad. In the end, Google always wins. Popular keywords often cost between one and ten euros per click. So it quickly becomes an expensive affair if someone studies your homepage without immediately making a sale.
Google isn't the only company that offers ways to place advertising tailored to your target group. You can also easily make a five-figure sum every month with social media marketing on Google Plus, Facebook, Instagram, Twitter, YouTube, TikTok, and many more. This is perfectly normal for established companies with large advertising budgets, and it serves its purpose. Added to this are the monthly costs for the marketing staff who deal exclusively with such issues. If you outsource these tasks to an internet agency, you should budget at least €1,000 a month for this. Around €500 of this goes towards the effort of dividing the budget between the platforms, target groups, and keywords.
This realization was sobering. Every year we should spend at least 12,000 EUR on advertising. The costs for the homepage are not included in this. A small, undemanding website usually costs around 3,000 EUR. The customer has to provide the texts themselves. Most customers find it difficult to write appealing texts themselves. Instead, they rely on meaningless images, huge headlines and the same old phrases. Anyone who does not pay for online advertising on a regular basis simply disappears from the scene.
So we took on the task of being a web designer ourselves and developed a completely different strategy. We create a web design concept from the outset so that search engines really like the new website. To do this, we use a little trick: we show Google exactly what the algorithm is looking for. Content, i.e. relevant content, is the most important thing of all. Google has only become the largest search engine in the world because the attractiveness of the search engine is tied to its benefit to the user. The better the content of the search results, the more attractive the search engine. Actually logical, isn't it?
Let's be honest. When we search for something online, we want to save time. Searched, found, done. Everything relevant in one place! Hardly anyone bothers to look further than page 3 when doing searches with search engines. Everyone wants to be in the top 10 on page 1. Of course, that's not possible. Or is it?
SEO agencies understand the criteria by which search engines sort their search results. SEO optimization is the consideration of this knowledge when programming a homepage. Depending on the competition for a keyword, the effort required is more or less. A variety of factors play a role. Here is a small excerpt:
These questions are relevant for each individual keyword that the page is targeting. Since you cannot know what your customer will be searching for, you need to spread possible keywords and variations widely. At archium, we have processed over 500 relevant keywords. Of these, 180 keywords landed in the top 100 and 25 in the top 10. And all of this for free without Google AdWords! That's why our focus has been clearly on the content and SEO text right from the start. We deliberately avoid sensationalism with expensive photo shoots and long loading times due to complex controls. Loving design details may be nice to look at, but they have no influence on whether your company is found. And that's what matters in the end, isn't it?
Web design Gera is a new service from archium GmbH. Our focus is on creating HTML pages or homepages with SEO-optimized texts from the start. Our preferred content management system (CMS) is Wordpress. Alternatively, we are proficient in using Mediwiki (the basic software for Wikipedia). We can also produce flyers and business cards based on your design. This way, you will not only make a good impression online. Would you like to modernize your existing homepage? Do you want to improve your position in search engine rankings? Are you new to the market and want to be found quickly? Then our SEO agency is the right place for you!
In an initial discussion, we find out what goals you are pursuing with the new website. You give us an insight into your business model. Together, we analyze your competitors and determine the first relevant search terms for your topic clusters. We discuss your ideas about web design. With this information, we create an initial concept.
We analyze the topics and texts you provide us with based on your specifications. We then make suggestions for changing or expanding your content. Our creativity is your source for SEO-optimized texts.
In this phase, we write the SEO texts and determine the basic structure and navigation between the individual contents. We define the title and description of each page that should be displayed on Google. This also includes a legally compliant imprint and an individual data protection declaration in accordance with the GDPR.
If you are satisfied with the content, we will incorporate your images into the existing structure. We will then make suggestions for colors and fonts. Your new site will have a so-called "responsive design" so that it is easy to read on all common screen formats. We will test extensively to see whether the new web design meets Google's requirements. This increases the chances of a better ranking and thus the visibility of your offer.
After you have given your approval for your new homepage, it can be hosted at archium Webdesign Gera. Through continuous monitoring, we always keep an eye on your ranking values and inform you in good time about necessary adjustments. Not only does Google regularly change its evaluation guidelines, customers also change their search behavior due to new search terms. As soon as competitors update and expand pages, this can lead to a loss in ranking for your homepage. Constant up-to-dateness is therefore a factor that should not be underestimated!
The answer to this question naturally depends on the scope of the order, the existing competition on the topic and the quality of the information available. We need around 2 weeks to implement a smaller homepage with 10 pages. Projects that require more analysis and research for meaningful landing pages can take 3-6 months. After that, we recommend continuous monitoring of the keywords.
Many hours of work go into every new homepage. The more search engine friendly, more meaningful and more appealing a page is designed, the more attractive it is for Google. If you want to be visible on the Internet, your offer must be listed in the top 10 search results. To do this, you can invest either in AdWords or in the attractiveness of your own domain. If you calculate the monthly costs of €500 for Internet advertising over 3 years, this already comes to €18,000. For a fraction of this amount, you can get an SEO-optimized Internet presence from archium Webdesign Gera, which will ensure the necessary visibility on a permanent basis without advertising costs.
We have not yet gained any experience with the CMS technologies typo3, Joomla or Drupal or the shop system Magento. We also do not currently offer the programming of a web shop. In Thuringia, we are also happy to be there for customers in Jena, Meerane, Glauchau, Zwickau, Altenburg and Chemnitz!
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