Even the best texts are of little use if they cannot be found. And even the most beautiful website makes little sense if it doesn’t bring any conversions. But how does content have to be designed so that it can bring traffic to the site on the one hand and achieve the set goals on the other? Two key words: search engine optimization (SEO) and conversion rate optimization (CRO) – the two best go hand in hand.

The starting shot for better content

Before you can start optimizing, you have to do a few homework: Which people do you want to reach with which type of content? How could it be searched for? For which search terms and keywords do you want to be visible? And what should users ultimately do on the site?