SEO basics

How should a website be structured?

The complete guide to an optimal page structure

From meta data to heading hierarchy to images with alt texts: everything you need to know for a search-engine-friendly website.

Table of contents

1. Meta Title – The most important SEO factor

The meta title is the first thing users see in search results. It is one of the most important ranking factors for Google.

Best practices for the meta title

  • Length: 50-60 characters (max. 580 pixels)
  • Keyword: Place the most important keyword at the beginning
  • Unique: Every page needs its own title
  • Brand: Optionally at the end with " | Brand name"

Good example

Webseite Struktur: SEO-Leitfaden für optimalen Aufbau | WebAufbau

Bad example

Startseite - Willkommen auf unserer Website
Important: Avoid keyword stuffing. The title must be naturally readable and invite clicks.

2. Meta Description – Your sales text in search

The meta description appears below the title in search results. It does not directly influence ranking, but strongly influences the click-through rate (CTR).

Best practices for the meta description

  • Length: 150-160 characters (max. 920 pixels)
  • Call-to-action: Include a call to action
  • Relevance: Must match the page content
  • Keyword: Include naturally (will be highlighted in bold)
  • Unique: Do not use duplicates

Good example

Lerne, wie du deine Webseite optimal strukturierst. Von Meta-Daten über H1-H6 Hierarchie bis zu Bildern - der komplette SEO-Leitfaden. Jetzt lesen!

3. Heading hierarchy (H1-H6)

The heading structure is essential for SEO and accessibility. It shows search engines and users the content organisation.

The golden rule

Only ONE H1 per page! The H1 is the main title and must precisely describe the page content.

Correct hierarchy structure

H1Main title of the pageOnly once per page – describes the main topic
H2Main sectionsDivides the page into topic areas
H3SubsectionsDetails of the H2 sections
H3Another subsection
H2Next main section

Common mistakes

  • Skipping levels: Don't jump from H2 directly to H4
  • Styling instead of structure: H tags are for structure, not font size
  • Multiple H1: Only use one H1 per page
  • Empty headings: Every H heading must have content
Why is this important?

The heading hierarchy does not serve visual styling, but semantic structuring. Screen readers navigate using headings. Search engines thereby understand the topic weighting. CSS defines the appearance – HTML the meaning.

4. Optimising images with alt text

Images improve the user experience, but must be optimised for search engines and accessibility.

Image optimisation checklist

  • Alt text: Describes the image for screen readers and search engines
  • File name: Descriptive name instead of "IMG_1234.jpg"
  • File size: Compress for fast loading times
  • Format: WebP or AVIF for modern browsers
  • Dimensions: Specify width and height attributes

Alt text best practices

Good alt texts

  • alt="Übersicht der HTML-Überschriften-Hierarchie von H1 bis H6"
  • alt="Screenshot: Meta Title in Google Suchergebnissen"
  • alt="Diagramm: Optimale Webseitenstruktur für SEO"

Bad alt texts

  • alt="Bild" - zu unspezifisch
  • alt="SEO SEO SEO Keywords Ranking Google" - Keyword-Stuffing
  • alt="" - nur für dekorative Bilder erlaubt
Accessibility: About 285 million people worldwide are visually impaired. Alt texts enable them to understand image content.

5. Content structure and readability

Well-structured content is read better, viewed longer and shared more often.

Paragraphs

  • Max. 3-4 sentences per paragraph
  • One thought per paragraph
  • Whitespace for separation

Lists

  • Use for enumerations
  • Improve scannability
  • Structure information

Internal links

  • Link to relevant pages
  • Descriptive anchor texts
  • Helps with navigation

Emphasis

  • Fett Bold for important terms
  • Kursiv Italic for emphasis
  • Use sparingly

The connection to SEO

Google measures "dwell time" and "bounce rate". Well-structured content keeps visitors on the page longer – a positive signal for ranking.

6. Technical SEO basics

In addition to content, technical factors are crucial for good rankings.

Google primarily indexes the mobile version of your website. Make sure your site works perfectly on smartphones: responsive design, readable fonts, clickable buttons.

Core Web Vitals are a ranking factor. Optimise: compress images, minimise CSS/JS, use caching, choose fast hosting. Goal: LCP under 2.5 seconds.

SSL encryption is mandatory. Google favours secure websites. A missing HTTPS leads to browser warnings and loss of trust with visitors.

Use descriptive URLs: /website-structure instead of /page?id=123. Keep them short, include keywords, use hyphens as separators.

7. Checklist: Review your website

Use this checklist for every new page you create.

Do you need support?

I am happy to help you optimally structure your website and optimise it for search engines.

Get in touchSEO optimisation