Search engine optimization, better known by the abbreviation "SEO", aims to make websites easier to find in search engines such as Google, which clearly dominates the market. The motto here is: the higher a website is found in the search engine results, the better. This is because an above-average click rate is recorded here.

However, in order to appear in the top ranks on Google, certain criteria must be met - this is where SEO comes into play. It takes measures that have a positive effect on Google's rating and thus improve the ranking of websites.

Some of the ranking factors are known, but Google does not make many of them public. This requires good skill and intuition, experience and, above all, a lot of patience. The well-known ranking factors that SEO deals with include, for example, the search for suitable keywords and their correct placement in the title tag, meta description, titles and text. However, optimizing the loading speed or mobile orientation are also key factors in search engine optimization. Another central aspect is the creation of appealing content, link building and positive user signals and much more.

If a company operates a website that is not listed well in the search results (SERPs) of the largest search engine, Google, it will find it difficult to assert itself against the competition. It is practically invisible on the Internet, which is not particularly advantageous for the company's success.

This is because the majority of users find the right websites from their search queries via search engines and their algorithms. It is important to appear on the first page of the SERPs - this is where the pages are clicked on more than average and there is the greatest chance that the products and services will be purchased. The further back a page is listed within the SERPs, the lower this probability becomes.

SEO, i.e. search engine optimization, is the most effective tool for actually appearing at the top of Google's rankings. A large number of factors and rules must be taken into account for this. Many evaluation factors are not even communicated publicly by Google. SEO is therefore very time-consuming and tedious work, but it definitely pays off for companies.

SEO is generally divided into two areas: onpage optimization on the one hand and offpage optimization on the other. The former focuses on measures that are carried out directly on the website, such as keyword embedding, URL structure or content creation. Off-page optimization, on the other hand, takes place "outside" the website, for example through link building or review management.

In addition to these two large areas, SEO has now been divided into many smaller sub-areas. For example, search engine optimization also includes content optimization, image optimization, conversion optimization, local SEO and, perhaps most importantly, mobile optimization.

The term or work relating to search engine optimization measures is often associated with Google. But of course it can also be carried out for other search engines such as Yahoo!, DuckDuckGo or Baidu.

SEO training, courses and workshops are basically suitable for anyone who is professionally involved in search engine optimization or is generally interested in it and wants to get started or deepen their knowledge.

There are training courses that are specially designed for beginners and those without experience. These usually teach a broad basic knowledge. SEO training courses for advanced learners usually build on the experience of the participants. They can vary in terms of the main topics covered. Some focus on content optimization, for example, while others deal in depth with link building.

In addition, SEO training often focuses on imparting theoretical knowledge, whereas an SEO workshop focuses on application using practical examples.

The learning content and main topics of an SEO course, workshop or training course can vary depending on the provider, type, target group and focus.

The following topics can be part of an SEO course, workshop or training:

• Appropriate keyword research
• Analyze and optimize the loading speed of a page
• Create suitable content, because content is king!
• Formulate SEO-compliant meta title and meta description
• Link building (checking the relevance and quality of links)
• Mobile optimization
• Reviews
• User signals
• Etc.

It is best to contact the provider of your choice directly and find out about the respective course content and where the focus lies.