{"id":8465,"date":"2022-11-22T17:52:00","date_gmt":"2022-11-22T16:52:00","guid":{"rendered":"https:\/\/svaerm.com\/projects\/klimaschutz-frankfurt-seo-content-marketing\/"},"modified":"2023-07-21T17:54:15","modified_gmt":"2023-07-21T15:54:15","slug":"klimaschutz-frankfurt-seo-content-marketing","status":"publish","type":"post","link":"https:\/\/svaerm.com\/en\/klimaschutz-frankfurt-seo-content-marketing\/","title":{"rendered":"SEO content for Frankfurt\u2019s Climate Protection Website"},"content":{"rendered":"\n

Accompanying the relaunch of klimaschutz-frankfurt.de<\/a>, svaerm created SEO content to improve the organic Google visibility of the website.<\/p>\n\n\n\n

Note to our English-speaking readers: klimaschutz-frankfurt.de is the Climate Protection Website of the City of Frankfurt. It is operated by the local Energy Department.<\/p>\n\n\n\n

Good to know: SEO briefly explained<\/h2>\n\n\n\n

SEO is a systematic process to increase the organic visibility of web pages in Google and other search engines<\/strong>. \u201cOrganic\u201d refers to visibility that is not generated by paid advertisements. The latter are clearly distinguished from SEO (Search Engine Optimization) by the term \u201cSEA\u201d (Search Engine Advertising).<\/p>\n\n\n\n

Strategic context<\/h2>\n\n\n\n

Our clients from the Energy Department Frankfurt already had an initial awareness of SEO. Therefore, there was already a service module \u201cSEO\u201d in the tender document, which was mainly focused on Technical SEO<\/strong> (e.g. loading time optimization of the web pages) and Onpage SEO<\/strong> (e.g. maintenance of page titles, headlines and meta descriptions).<\/p>\n\n\n\n

However, there is much more to SEO than these two disciplines. In Germany, many marketing professionals only have a superficial knowledge of SEO<\/strong>, both in the private sector and in public institutions. For most marketing and PR managers, it is not reasonable to also familiarize themselves with the complex field of SEO parallel to their daily business.<\/p>\n\n\n\n

Moreover, every SEO agency advertises SEO with SEO. That\u2019s why masses of guidebook articles are written on the subject of SEO, which do not take account of the complexity of SEO as we understand it<\/strong>.<\/p>\n\n\n\n

Because with attributes like \u201csimple\u201d, \u201cfast\u201d and \u201ccost-efficient\u201d, many a landing page can be embellished, which then converts its prospects better, but at the same time distorts reality. So, it can happen that SEO gets lost as a subordinate \u201cfringe aspect\u201d in a tender document or briefing<\/strong>.<\/p>\n\n\n\n

This is exactly the advice we give our clients.<\/p>\n\n\n\n

The main takeaway: Web pages that are to be found under a specific search term must be optimized for the user\u2019s search intent<\/strong>. The search intent<\/strong><\/a> describes what users want to see when they enter the search term.<\/p>\n\n\n\n

Instead of the website operator, it is effectively the users who decide on the content of web pages<\/strong> \u2013 averaged by the Google algorithm, which is supposed to interpret user behavior and provide the best possible search results.<\/p>\n\n\n\n

For many institutions and companies<\/strong>, this circumstance means a deep strategic cut in their way of working and marketing<\/strong>, if they have not taken SEO seriously enough so far or have regarded it as a technical fringe topic due to a lack of know-how.<\/p>\n\n\n\n

Anyone who wants to generate sustainable organic Google visibility must operate SEO at a high quality level in the long term. That ties up resources. No customer can follow all SEO recommendations a 100%<\/strong> \u2013 experience shows that.<\/p>\n\n\n\n

The Energy Department thus decided to optimize only part of the content<\/strong> on klimaschutz-frankfurt.de for search engine users.<\/p>\n\n\n\n

Plan content marketing<\/h2>\n\n\n\n

The decision as to which content should be SEO-optimized does not lie solely with the customer. In terms of their SEO potential, certain topics and editorial approaches are better or worse suited.<\/p>\n\n\n\n

This is how the SEO overview<\/strong> succeeds at klimaschutz-frankfurt.de:<\/p>\n\n\n\n

  1. Document content inventory<\/li>
  2. Record keyword ideas (seed keywords)<\/li>
  3. Analyze competitors (competitor keywords)<\/li><\/ol>\n\n\n\n
    \n

    Content inventory<\/h3>\n\n\n\n
    \"\"<\/figure><\/div>\n\n\n\n

    The content inventory documents the status quo,<\/strong> which articles, glossary entries, landing pages, etc. already exist on klimaschutz-frankfurt.de.<\/p>\n\n\n\n

    Since a website relaunch is always accompanied by opportunities and risks for the visibility of the existing content<\/strong>, it is important to complement the content inventory with meaningful KPIs from web analytics<\/strong> (e.g. click numbers, dwell time, conversions). This way, 301 redirects can also be set up at the time of the relaunch so that existing traffic is largely retained.<\/p>\n\n\n\n

    Web pages that have already been created with SEO in mind and do not yet rank on page 1 of Google\u2019s search results can be re-optimized<\/strong> if necessary and led to success.<\/p>\n\n\n\n

    For texts that are created without taking SEO requirements into account, re-optimization is difficult or even impossible<\/strong>. A colleague puts it like this:<\/p>\n\n\n\n

    \u201eOptimizing a non-SEO text for keywords afterwards is like getting a bad term paper back and expecting to get a top grade by changing a few words. If you’ve missed the point from the start, keywords won\u2019t do you any good either.\u201d \u2013 Alexander Rus<\/a> (quoted freely)<\/p>\n\n\n\n

    The content inventory showed that the previous content was not created with SEO in mind<\/strong>:<\/p>\n\n\n\n