FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 20 Tip: The more often synonyms and paraphrases of a keyword appear in your text, the more relevant the site is for search engines. But do not overdo it! A keyword density of more than 6% is quickly classified as spam and leads to the devaluation of your page. The op- timum is around 3-4%. In addition to on-page optimization the off-page optimization also plays an important role in SEO. It is essentially about creating so-called backlinks. This means that other websites, for example, forum entries, publications or articles in social media portals, link to your own web page. The better the quality of these backlinks, the more users will land on your website. The access times on your web page will go up as well. Access times increasing in a healthy ratio are also recognized by search engines in a positive way. However, always make sure that quality comes before quantity. That is why you should carefully choose the pages on which you want to put backlinks to your website. Our recommendations for search engine optimization Tip 1: Search engine optimization first starts on your website. Develop a website structure that is simple and user-friendly (not overlapping) and with only a few sub-pages. It always helps to look a little on the internet and sometimes to take a closer look on the websites of other fortresses. Are the design and structure appealing? Can you immediately find information that is relevant and interesting for you? You can find both positive and negative aspects of competitors' websites and optimize your own website accordingly. Tip 2: Do a keyword analysis. It does not make sense to enhance texts and content for key- words that no one is looking for on the internet. You should speak the language of your users. Find out which keywords your target groups look for and base your content on them. Use relevant keywords for your topic in variations, for example: "Where to stay in the castle" "Stay in a fortress" "Hostel Fortress" "Holiday at the Fortress" "Wellness Hotel Fortress" "Hotel in Fortress" Tip 3: Use individual and unique keyword texts. All your documents must have content that is relevant, current, structured and understandable. The best way is to have only one main theme with a maximum of two keywords per subpage. Keywords can and should appear in variations on all landing pages. Tip 4: Use free analysis tools for the measurement of specific indicators on your pages, e.g. the keyword density.