"Search engine optimization" are the magic words when it comes to increasing the visibility of your website on the Internet. The term covers all technical and content-related measures that serve to improve the ranking of your website and thus place it better in search engine results. A key factor here are keywords.

Keywords are words or phrases that internet users search for in search engines. If you want your website to be found under certain terms, these must be specifically integrated into the content of your website. The integration into the content should be done in a natural way and in the form of different variations of the keywords. However, which keywords to choose is not trivial. For example, if you're a financial services provider and you decide to use the popular keyword "investments" it's difficult to rank high for it because the term is highly contested. Rarer keywords such as the so-called long-tail keywords can achieve a better effect in this case.

Long-tail keywords are characterized by the fact that they consist of several words and have less competition than their short counterparts. The search intent here is more specific, indicating that users already know what they are looking for and are closer to making a purchase decision. Turning back to our example: As a financial services provider, it may be more effective to rank for the long-tail keyword "professional investment advice Lucerne" and include it in the content of the website. This way, you will probably be found by fewer users overall, but you are more likely to rank higher in the search results and visitors of your website are more likely to make a purchase.

But how do you find the optimal keywords for your company's website? Here, keyword research in the form of brainstorming or with the help of special online tools that analyze the keywords of the competition can help.