Want to boost your web performance on Google yourself? With these 5 practical and detailed tips you can succeed.

Google search console settings

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Search Engine Optimization? Most have heard of this term, but very few use their knowledge to maximize their business success. Reasons often given are that it is too complex and difficult to implement and requires years of experience to do. This article provides you with a number of valuable tips and shows how you can boost your web performance even with little knowledge of SEO & Co.


In order for your website to be included in Google's search results, registration in the Google Search Console is not absolutely necessary, but highly recommended. Because with this little extra effort, you can easily keep an eye on your website. This service is free of charge and allows you to better understand how your website is seen by potential customers, so that you can adapt it to your target group as needed. The following services are integrated in Google Search Console:

  • You can see if Google can find and crawl your website in the first place; I'll explain exactly what crawling means in a bit.
  • It also lets you know which pages are linking to your site, because you'll get instant alerts if Google encounters any problems on your page, such as indexing errors or spam.
  • You can see how often your website appeared in Google search and you get insight into the click-through rate and can track which search queries led to your website. This is necessary to adjust the keywords and bring your website further up in Google.

1.1 Confirm Property

Google Search Console Property Type

Screenshot Hetzenegger, NYBA

Wondering how the registration process works? In order to use Google Search Console, you need to add your website in the first step. Use this link. For the implementation you have two options:

  • Domain: All URLs in all subdomains and https or http included.
  • URL prefix: Only URLs under entered address and under special protocol are preserved.

It is best to choose the variant where all subdomains and URLs are included in https or http. This saves you from having to add all variants individually. Add your domain without subdomains and https in the free field.

1.2 Editing the DNS Settings

Wondering how the registration process works? To use Google Search Console, you need to add your website in the first step. Use this link. For the implementation you have two options:

Google Search Console DNS Settings

Screenshot Hetzenegger, NYBA

To add the TXT record to your domain's DNS settings, simply log in to a hosting provider you trust, select the correct domain and click on the DNS settings. Go to "Create new DNS record" and use the TXT type:

All Incl DNS Server Settings

Screenshot Hetzenegger, NYBA

Now you can go back to Search Console and confirm the domain ownership.
Attention: Experience shows that it can take a minute or two until the domain is confirmed. Now you can use Google Search Console to its fullest extent. And that's exactly where we'll start now.

1.3 Perform crawling

With the Google Bot, or the Google Crawler, web content is automatically downloaded and fed to the search engine. With this procedure, the search engine is then informed about new HTML pages or changes to the advertising texts. This is a computer program that adds new content, such as inbound links, text updates, changed URLs, and site structure to the Google database. However, the amount of time and accuracy it takes to examine the content on a website can vary greatly. All of this is done with the help of an algorithm that crawls the website, so to speak. To perform a Google crawl, you select the third menu item "URL check" in Google Search Console, as seen from the top, and add your domain in the top menu section. You can then click on "Request indexing" as shown in the image below:

Start Google Search Console crawling manually

Screenshot Hetzenegger, NYBA

1.4 Submit Sitemap

A sitemap is a file that is read by search engines like Google to crawl your website more intelligently. In it, you enter information about pages, videos and other files, for example. The sitemap helps the crawler to search the website better. It shows the crawler the structure, so that contents of the website can be found better. This also offers the possibility to put the primary focus on certain topics of the website and thus tell the search engine which sections are important. But when do you need a sitemap at all? Generally speaking, this can be done if your website meets one of the criteria listed below:

  • Your site has a very large scope, so crawling may miss a new or recently updated page.
  • Your website has only existed for a short time, so it has only a few external links. This ultimately leads to the fact that it can happen that the website is not recognized, because as described above, the crawler jumps on the basis of a link of a page to another.
  • Your site uses rich media content, is visible in Google News, or has other annotations that match Sitemaps.
  • Many of your content pages are separated from each other or not linked. Here it makes sense to use a sitemap, so that you do not run the risk that a page is skipped by Google.

How do you set up a sitemap? Click in the Google Search Console on the fifth menu item "Sitemaps" and add your domain with the extension /sitemap.xml including the subdomain. If you have an SSL certificate integrated on the site, use https, otherwise just http. Then click the "Submit" button and you have submitted your sitemap:

Enter Google Search Console Sitemap

Screenshot Hetzenegger, NYBA

1.5 Analyze Website Performance

If you have set everything up correctly, you can now view your website performance, which is usually displayed two days delayed. Under the menu item "Performance" you can not only see the clicks, impressions, average CTR and position of your website, but also see on which search queries your website ranks. You don't rank for the right search queries? The search terms are not 100 percent relevant to your topic? Don't worry. In point three of this article, tools are mentioned with which you can conduct a professional keyword research and then optimise your website optimally.Tip: You should be able to see clicks, impressions and the position in the column with the search queries. You can change this via the menu item "Filter rows".


With Google My Business, you can quickly and easily create free business listings on Google Maps and then manage them. When a potential buyer does a local search, they will see your business. In general, Google My Business allows you to add your business information to Google Maps by creating and confirming your business, and to add business information that will be displayed on Google, Google Maps and Google Earth when a user Googles your business. With the help of the location extensions, the business name, address and phone number will be clearly displayed in your ad. If you don't have a Google My Business account yet, but would like to create one or simply edit your listing, click on this link.To create the Google Business Listing, follow Google's very simple and intuitive process and create a Google Business Profile. You will then need to confirm the address of your business. Google will send you a code for this, which you can simply request in the registration process. Experience shows that this takes two to three working days.

2.1 Professional appearance

The Google Business Listing is your online business card in addition to your website. Anyone searching for your business in any way will come into contact with this business listing. It's almost scary how often I see business listings for businesses with a pixelated logo, one that isn't cropped properly, or sometimes no logo at all. What does that say about your business if your online business card is already so half-assed? So I urge you to take this time and work on your appearance, believe me, the results won't be long in coming.

2.2 Google Reviews

Reviews are essential. Good reviews not only have a very positive effect on your ranking, but are also the best advertising for potential new customers. It is important that the reviews are genuine and authentic. So please don't let the new intern create 50 new Google accounts. I know that existing or former clients aren't lining up to leave you a positive Google review with text, even asking with "Could you please type in "XY" on Google and then clicking on reviews in the right hand window you should then see, often leads to moderate success. It is a little easier to simply sendyour customers a linkthat directly opens the window with "Write review". Here you can simply insert your own Place ID (location ID). You can find it as follows: Enter your business in the Places API on the Google Maps platform, copy the Place ID and paste it into the review link.

2.3 Q&A

Google My Business also gives you the opportunity to publicly answer questions from customers. If you repeatedly get the same handful of questions from your customers, the business listing is exactly the right place to place them. You can also activate the chat function in the Google My Business app. This allows potential customers to send you "WhatsApp style" messages. This is not a must, but definitely a "nice-to-have".

2.4 Adding Attributes

The addition of so-called attributes is particularly useful for public institutions such as restaurants, shops, museums, etc.. There you can specify, for example, whether you have a disabled entrance, whether your restaurant is also suitable for vegetarians or whether it is cozy and casual. These are then displayed in a visually appealing way with certain emojis and lead to potential customers becoming aware of you even earlier.

2.5 Company description

The business listing also offers the possibility to describe your company with a maximum of 250 words. This is often neglected or not fully utilized, as it appears relatively far down on Google My Business and is therefore not too conspicuous. Nevertheless, it should definitely be used in detail.


In order not to lose the overview with all the offered tools for keyword research, I would like to introduce you in the following some relevant and for most completely sufficient tools once briefly.

3.1 XOVI

XOVI is a very comprehensive tool, which makes it easy for beginners to get an overview, because there is nothing missing for a comprehensive SEO analysis. In order to keep a clear overview of this amount of functions, here is a brief overview of the different areas of analysis options:

  • Keywords: In this section you can, for example, ensure rankings for individual keywords, carry out a keyword research or get an overview of the keywords with which you have a chance of achieving a top ranking.
  • Monitoring: The focus is on key figures such as the OVI, whereby the rankings of various keywords or domain analyses can be called up here.
  • Onpage (content adjustment of your website): Here you will find tools for optimizing texts, a snippet generator as well as a tool for the loading speed of your website.
  • Search Analytics: For this you should link the respective account with XOVI in order to be able to display data from the Google Search Console.
  • Links: Here, tracking of existing links takes place, with the help of the link manager, links can be managed that are to be built up or broken down, there is also the option of backlink analysis to identify harmful or risky links.
  • Social: There is the ability to get stats on common social media channels, monitor competitors, or even find influencers.
  • Ads and Affiliate: Here you get insight into ads placed, especially by competitors as well as participation in affiliate programs and their influencers.
  • Reporting: This provides you with a number of different reports. The white label option for agencies should be particularly interesting here.

3.2 Google Keyword Planner

The Google Keyword Planner has become a "must-have tool" nowadays, and is not only interesting for the placement of ads, but also for search engine optimization. In addition to relevant keywords for your Adwords ad, the Keyword Planner also provides you with relevant keywords for the search engine optimization of your website, the possibility to retrieve keyword forecasts or the search volume and much more.

3.3 Google Trends

Google Trends is just like the Keyword Planner a service of Google, which reflects the interest of users and allows forecasts. This represents the number of search terms in connection with the total search volume.

3.4 Google Analytics

Google Analytics is one of the most used web analytics tools in the world and requires a tracking code for use, which should be integrated into your website. In the basic version, this tool is free for you, with this you always have the development of your website in view to measurably increase the success. Because you have insight into a lot of statistical data such as the number of visitors, average duration of the visit, visit behavior, etc..


After you have thoroughly checked the optimization options with said tools, here we will go through the 5 most important criteria which are essential for a top ranking.

4.1 Meta Title & Meta Description

Make sure that both the meta title and meta description contain your most important keywords and that the full available length or number of lines is used.

4.2 Headlines

The headlines of your website should cover the keywords that are most important to you. Title tags are similar to the headlines of a magazine. They appear in the tab of your browser when you open a new website:

Markus Hetzenegger Angel Investor from Frankfurt am Main

Screenshot Hetzenegger, NYBA

4.3 Keyword-optimized texts

What is a search engine optimized text? A text that is designed to be understood and found good by Google. Here it is important to do a good keyword research beforehand and to frequently include the most important keywords for your business in your content. This way Google recognizes your content and classifies your content as relevant for this topic. Nevertheless, make sure not to write texts that are "only" stuffed with keywords, but primarily to produce really good content. This increases the UX enormously and is strongly promoted by Google. And keyword stuffing is a thorn in Google's side.

4.4 Loading speed

Another important factor is the loading speed of your website. Especially for the mobile version, Google attaches great importance to the fast loading of the content. To test the loading speed of your page, please go here: Google Page Speed Insights.
After analyzing your loading speed, Google shows you your performance using a point scale from 0 to 100. In addition, the analysis throws out suggestions for improvement. Classics are examples like the correct dimensioning of images. If your result is below 50, there is an urgent need for action.

4.5 Mobile Optimization & UX

A responsive website needs to be standard these days. Why? A website that is mobile optimized is not only promoted much more by Google - keyword mobile first indexing - but is also better accepted by visitors. There's also the fact that the trend has been moving towards mobile for years now, whether we're talking smartphone or tablet. A mobile website must load quickly, be easy and intuitive to use. Less is often more here:

Mobile UI / UX optimization

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The bottom line is this: In all search engine optimization, including keyword-optimized texts, you must not lose sight of the user experience.

With my guest post, I would like to give you a few practical tips so that you can improve your ranking on Google on your own. I wish you maximum success in implementing them. If you have any questions or suggestions, feel free to get in touch with me.

Published on: Dec 25, 2019 on https://onlinemarketing.de
Original Article:

Markus Hetzenegger
Founder and Managing Director
Markus Hetzenegger
Founder and Managing Director

Markus Hetzenegger is the founder and CEO of NYBA Media GmbH and shares his experience from almost 10 years of performance marketing and many millions of managed advertising budgets in presentations and this blog.