Optimize URLs: Users want to understand what's behind a URL the first time they look at it. That's why Google also expects this. The shorter and more concise the URL, the better. In addition, words should always be separated by hyphens for better readability.
A good example of a short, unique URL is for example: www.coco-content-marketing.de/content-erstellung/
Optimize structure and navigation: The easier it is for users to find their way around the website, the better. Google also rates a clear structure positively. Therefore, you should make sure that all subpages are easily accessible.
SSL certificate: This certificate secures the website and the user data. Therefore, it is now a basic requirement by Google to rank at all. If you click on a page without an SSL certificate, Google will display a warning that the page is insecure. You can recognize pages that are protected by SSL by the https page structure (in contrast to http without SSL).
Breadcrumbs: Breadcrumb navigation allows users to find their way around the website. This way, you always know where you are on the website and you can easily get back to where you came from. Breadcrumb navigation is rated very positively by Google for its user-friendliness.
robots.txt: This text file determines which pages Google is allowed to crawl and which are not. In some cases, certain pages are blocked, which Google considers negative. All pages that should rank must be freely accessible to Google.
404-Page The 404 error page appears when the user arrives at a page that no longer exists. This should not happen in the best case, but of course it can still happen. For example, if someone types the URL incorrectly. Therefore, the 404 page should contain a simple navigation back to the home page as well as the normal menu of the website. Most WordPress themes already contain a predefined 404 page, so in this case usually nothing more needs to be done.
Pagespeed: The loading speed of the website is a basic requirement for good rankings. After all, a page that takes too long to load is viewed very negatively by users. Optimizing the pagespeed includes numerous smaller technical SEO optimizations. For example, compressing images and choosing a reliable hoster.