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Lukas Grabalowski has been supporting the SEO team at internetwarriors since October 2021. He has a broad range of knowledge in both technical and editorial SEO. Whether it's about analyses or writing creative and SEO-optimized content, visibility in organic rankings is what really matters.

Lukas
Knowledge

- Blog Posts

Lukas Grabalowski has been supporting the SEO team at internetwarriors since October 2021. He has a broad range of knowledge in both technical and editorial SEO. Whether it's about analyses or writing creative and SEO-optimized content, visibility in organic rankings is what really matters.

Lukas
Knowledge

- Blog Posts

Lukas Grabalowski has been supporting the SEO team at internetwarriors since October 2021. He has a broad range of knowledge in both technical and editorial SEO. Whether it's about analyses or writing creative and SEO-optimized content, visibility in organic rankings is what really matters.

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Top 5 SEO Tools for the Browser

Nov 27, 2023

Lukas

Grabalowski

Category:

SEO

In search engine optimization , analyzing the HTML code is crucial. Browser-based SEO tools significantly facilitate this task through their functionality. However, given the wide range of tools available, it's often challenging to keep track. In this section, we present five outstanding SEO browser extensions that stand out for their efficiency, user-friendliness, and comprehensive functionalities. Browser Extensions in General Meta descriptions, title tags, heading structures, multilingualism, and many other factors are part of the daily work area of search engine optimization. SEO browser extensions are extremely helpful for this and make the work easier with their functionality. Browser tools or browser extensions serve as work tools. They enable faster and clearer identification and investigation of important indicators. The visual presentation of results that these extensions provide emphasizes negative aspects graphically, for example through red markings and warnings. This primarily facilitates efficient problem analysis but also the presentation of results to clients to better illustrate issues. The availability of SEO tools generally depends on the web browser used. To access most SEO browser extensions, using the Google Chrome browser is recommended. Users of other browsers like Firefox or Edge have limited choices. Even if there are extensions only available for Chrome , comparable solutions often exist for browsers like Firefox or Edge. Effective Selection and Integration of SEO Plugins The landscape of SEO plugins is characterized by an impressive variety, bringing both opportunities and challenges. Many of these tools offer similar functions, making the decision for the perfect plugin complex. A careful selection is therefore crucial to find a tool that integrates seamlessly into the daily workflow. The availability of numerous free SEO plugins often tempts users to try various options, yet many of these tools are forgotten after short use. Practice shows that users ultimately focus on a core group of 4-6 proven and effective SEO plugins. These selected tools become indispensable components in the daily SEO process and significantly contribute to efficiency and productivity. Subdivision of Browser Extensions To make the selection of browser extensions more precise, it is essential to identify the application areas within search engine optimization. These areas can be divided as follows: Figure 1: Topics of SEO Tools   Meta Overview Within this category are browser extensions designed to display metadata. These usually include information such as the title tag, meta description, and possibly the meta robots tag and canonical tags. These extensions provide an excellent way to gain a precise overview of the mentioned aspects. Although many of these tools can additionally perform further analyses, their focus is on displaying meta information. Technical Overview In this specialized segment, a wide range of tools is available that cover a broad spectrum of functions. They offer everything from detailed display of headings, in-depth backlink analyses, to the visualization of structured data and identification of broken links. This sector ensures that users can discover tailor-made browser plugins specifically suited to their needs in the field of technical search engine optimization. Subtle errors during programming or adjustments to the website can reverse already achieved successes. Content / UX Analysis In the area of content and user experience analysis, these special browser extensions make a significant contribution. They are indispensable, whether for analyzing existing content or conducting thorough keyword research. However, their functionalities extend far beyond these fundamental aspects. Some of these tools also offer the ability to analyze the clarity and user-friendliness of website content. This is crucial in optimizing the user experience while ensuring content accessibility. Only when content is easily accessible to all target groups can it be considered of high quality. Link Analysis In this segment, there are suitable browser extensions for a variety of requirements related to linking. This includes both internal links and redirects, as well as the analysis of backlinks and the discovery of broken links on one's own website. Thoughtful link management, functioning redirects, and high-quality backlinks are indispensable pillars of any search engine optimized website. Therefore, such tools are essential for any experienced SEO expert. All-in-One Solutions All-in-One solutions epitomize efficient SEO practice by combining a wide range of search engine-relevant tasks into a single browser extension. While these tools place high demands on their functionality, they offer the possibility to cover almost all the areas mentioned above. Although finding the ideal solution in this category can be challenging, extensions exist that meet these high standards and provide comprehensive SEO support. #1 - Link Redirect Trace - Link Overview Short Facts about the Tool: 100,000+ Downloads Compatible with Chrome and Firefox Tracks redirects and their issues Free This SEO tool may seem specialized at first glance, but it unfolds its full effectiveness when performing its central task. The extension presents a clear and accurate depiction of the status code of retrieved URLs, allowing users to quickly see whether a URL displays a status code of 200 (OK), 301 (Moved Permanently), 302 (Temporary Redirect), 404 (Not Found), or 500 (Server Error). These essential details enable assessment of whether a webpage is correctly accessed, whether permanent or temporary redirects are present, or whether technical or server-side issues exist. For slow-loading pages, this tool can be helpful in identifying redirect chains . Users can trace the entire chain of redirects from URL to URL. Additionally, the tool offers color-coded letters that provide further insights into the status of the retrieved URL. These visual cues are useful to identify if a page might be blocked for crawlers or excluded from the search engine index. Here is an overview of all additional information and combinations: Figure 2: Meanings of the Symbols (Link Redirect Trace) #2 - SEO Meta in 1 Click - Meta Overview Short Facts about the Tool: 600,000+ Downloads Only available for Chrome Ideal for a first overview Free This browser extension has proven to be an indispensable tool in the SEO toolbar and is undoubtedly among the top tools in this area, justifying its inclusion in our top-5 list. SEO Meta in 1 Click offers the ability to get a detailed overview of the essential meta information of a webpage with just one click, including other significant details. The extension provides precise information on elements such as the title tag, meta description, potentially meta keywords, the canonical tag, and the hreflang tag. It also offers an overview of the structure of headings on a webpage. Another important feature of this extension is the identification of missing alt tags on images and providing other relevant SEO indicators. Providing information about images is increasingly important, not only from an SEO perspective but also from a legal standpoint, especially regarding the increasingly critical issue of accessibility. Figure 3: Overview Elements of SEO Meta in 1 Click #3 - Web Developer - Technical Overview   Short Facts about the Tool: 1,000,000+ Downloads Compatible with Chrome, Firefox, and Opera Very broad analysis possibilities Free The browser extension Web Developer is characterized by extensive analysis and configuration functions. This tool offers a graphical representation of an entire web page's source code. At first use, the plethora of analysis options may seem overwhelming, but it's worth getting familiar with this tool. The tool enables users to investigate specific aspects of search engine optimization by providing numerous specific functions. Users can, for instance, individually activate or deactivate cookies, disable all CSS, or highlight images without alt attributes. Despite its initial complexity, users eventually discover preferred functions within the tool that prove indispensable in their daily SEO work. Particularly the Information Tab is frequently used in daily SEO work. It offers direct, color-coded representations on the website or opens a new tab with detailed information. Among the provided data are valuable insights into meta tags , links , headings , and ARIA roles , which are particularly significant for accessibility. Figure 4: Overview of the Information from the Web Developer #4 - Robots Exclusion Checker - Technical Overview   Short Facts about the Tool: 30,000+ Downloads Only available for Chrome Limited usability Free The browser extension Robots Exclusion Checker is specialized in its functionality but proves to be very efficient and useful. This extension enables the precise display of all relevant data regarding the robots tag of a website. It provides a clear overview of the status of a URL in the robots.txt file, the defined meta robots tag, the X-Robots status, and information about the canonical tag of the respective URL. Selecting this tool may be questioned due to the availability of similar information from other sources. However, the major advantage of this extension lies in the visual presentation of the information. It highlights important data in color and shows them already before clicking on the tool as a small icon in the plugin bar. Deviations from the standards prompt the extension to give an immediate alert, ensuring that users are informed beforehand. A click on the status message provides detailed information about each aspect. Figure 5: Overview of the Output from the Robots Exclusion Checker #5 - Wappalyzer - Technical Overview   Short Facts about the Tool: 2,000,000+ Downloads Compatible with Chrome, Firefox, Edge, and Safari Perfect for a first glance before a deeper look Free The browser extension Wappalyzer does not focus on the content aspect of a webpage but rather its technical components. These include elements such as the content management system (CMS) used, statistics tools employed, the web server, and installed plugins. The relevance of this tool for SEO arises from the fact that certain systems, such as WordPress, can include plugins that cause malfunctions. This can lead to issues like non-functioning forms or faulty language switchers. When encountering such difficulties during analysis and finding no direct solution, it's advantageous to have an overview of the various technical building blocks of a webpage. While it may not always provide the solution, it can offer valuable insights. Figure 6: Information from Wappalyzer Other Notable SEO Tools There are numerous other browser extensions that may interest SEO experts . Two Chrome extensions, in particular, deserve special attention: Keywords Everywhere With more than 1 million downloads, Keywords Everywhere is an SEO tool for every SEO specialist. It provides excellent support for searching for new keywords and conducting competitive analyses. This Chrome extension's versatility is not limited to Google results pages but also extends to platforms like YouTube, ChatGPT, and Instagram. On YouTube and Instagram, Keywords Everywhere provides valuable insights into monthly view numbers and trend analyses for various search terms and hashtags. Furthermore, the extension allows for text prompt suggestions within ChatGPT. Check My Links Check My Links functions similarly to the Chrome extension Link Redirect Trace but offers a crucial difference. While Link Redirect Trace allows a comprehensive analysis of the called URL, Check My Links focuses on an overall view of the links on a page — whether internal or external. A single click is enough to check the status of each link on the respective page. This provides a quick and effective insight into a webpage's linking structure. SEO Tools - A Final Summary An ideal all-in-one SEO tool for the browser is a utopia that is tough to achieve in reality. No selection of SEO tools can perfectly master every challenge. These extensions are more like important aids in daily SEO work. Every SEO expert should have a well-thought-out selection of tools to react flexibly to various requirements. Compared to other professions, SEO professionals have the advantage of being able to try out new tools at any time. The internetwarriors are well equipped in terms of SEO tools and ready to enhance your online presence. Contact us to take your website to the next level.

Accessible Websites and Their Overlap with SEO

Nov 7, 2023

Lukas

Grabalowski

Category:

SEO

Both in 2022 and 2023, inclusion is one of the most important social and entrepreneurial topics that companies are dealing with. Accessibility has become indispensable in many areas of everyday life. Accessibility is often equated with being disability-friendly in many cases. Unfortunately, this label is incorrect. Accessibility aims to enable all people to use products, leisure activities, and services without barriers. An accessible website is one of the many important measures and tools on the way to this goal. From mid-2025, it will even become mandatory for many website operators. What digital accessibility means, what requirements it must meet, and what advantages an accessible website brings you for search engine optimization, you will read about in this article. What does accessibility mean for websites? An accessible website is accessible to every user without technical or personal restrictions. This includes, for instance, people with visual impairments, visual or hearing disabilities, but also people with motor impairments or concentration difficulties. Likewise, non-native speakers or the elderly. Moreover, the different devices users utilize should also be taken into account. In essence, all web pages should aim to be used by everyone equally without restriction. What requirements must an accessible website meet? The topic of accessible web design is very complex, so we can only give you an overview of the most important criteria here that cannot claim to be exhaustive. One of the most important requirements for accessible websites is legible fonts . In general, sans-serif fonts are more readable. Fonts composed entirely of uppercase letters should be avoided, as they are not easily captured by the eye. The font should not be too small, but it is especially important that the font on the website can be enlarged. So-called decorative fonts should be used primarily as their name suggests - for decoration, not to convey important information. The color design of the website greatly influences readability. High contrast between, for example, the background and text, elements and background, button color, and button text, etc., ensures that even users with visual impairments can perceive the content well. It's also important to consider those with red-green color blindness, for instance, red text on a green background should be avoided at all costs. If texts are to be placed over images, ensure there is sufficient contrast. Too busy images with text are, for example, a barrier for users with concentration difficulties. Here, it helps to lay the text over a solid background. High contrasts also benefit users who visit your website outdoors with direct sunlight on their screen. Buttons need to be large enough and clearly recognizable as such. Links should be placed with sufficient distance from each other. It's also advisable to check whether these buttons are easily identifiable by screen readers. In general, care should be taken that the website can be completely operated via screen readers. Images are only partially or not at all perceivable by people with visual impairments, so alternative texts are indispensable. This is particularly true for graphics that are not placed purely as decorative objects but convey their own content. For instance, infographics or photos for illustration. Image descriptions must reflect this content. A simple language on the website significantly aids readability. Unless the texts are specifically directed at a specialist audience, using an easily understandable language removes many barriers. Incidentally, it is also discussed whether simple language might be a better choice for specialist texts, and whether so many technical terms and foreign language words, as well as complex sentences, are really necessary. All users benefit from a clear page structure - with an intuitively operable navigation and a clear document structure with a correct hierarchy. Headings with semantic markup separate paragraphs with headers and establish a hierarchical logical relationship that screen readers can recognize based on the headlines. Tables should only be used for tabular data, not for element layout. Although this type of web design is no longer the standard in 2022, we know from practice that formatting with tables hasn't completely gone away. Not good practice, not only for accessibility reasons. Format lists and numbered bullet points as HTML elements so that they can be recognized by screen readers as ordered, unordered, or numbered lists. List elements should not be used as design elements, but only to display list content. Be cautious when embedding multimedia content : The so-called embedding of content from other platforms poses challenges for accessibility. Even though, for example, video content is increasingly being provided by large platforms with automatic subtitles and/or transcripts, you cannot be sure how accessible this content is. If embedded media is necessary, ensure that you reflect the most important information from them in the text. ARIA Labels: An indispensable tool for accessibility on websites and SEO Apart from all the requirements mentioned above, there are additional aspects to consider when designing an accessible website. One aspect is the so-called ARIA Labels. ARIA Labels (Accessible Rich Internet Applications) are an essential part of accessible web design and contribute to the improved accessibility of web content. They are special HTML attributes that provide additional information about certain elements on a website and enhance accessibility for people with disabilities. These labels especially help screen readers and other assistive technologies to better interpret and navigate the website. For example, an ARIA label can add invisible text that explains a symbol or describes a menu that would be incomprehensible to people with visual impairments without this additional information. ARIA labels also contribute to actual search engine optimization, as they help search engines better understand the context and structure of a website. This leads to better indexing and potentially higher rankings in search results. However, it is important that ARIA labels are used correctly. Excessive or incorrect use can lead to confusion, both for users of assistive technologies and for search engines. Therefore, the use of these labels should be carefully planned and tested. What is the difference between accessible and barrier-free? The term “accessible” is much more widespread, yet sometimes “barrier-free web design” is also used. Behind this is the idea that “accessible” as an absolute state is difficult to achieve and it is always an approximation - barriers should be removed, and the fewer barriers present on the website, the better. We will continue to use the term “accessibility” as it is the goal. Every single step in this process helps to make the website less restrictive. Further in this article, it becomes clearer why the term "barrier-free" will no longer be adequate after 2025. "Accessible" will eventually become mandatory for the affected websites. The sooner this process is tackled, the better. Why is an accessible website important? Requirements for accessible access are increasing. Public tenders, for example, are increasingly demanding accessibility, and internationally active companies must comply with other countries' legislation. As you will see in the laws in the next section, accessibility is already mandatory in some cases or will be in the coming years. However, there are other equally important reasons for an accessible website. Accessible web design makes a website more user-friendly. Therefore, all visitors benefit from accessible websites. This in turn has a positive effect on customer satisfaction. When you make your web presence accessible to everyone, you exclude no one. This not only allows you to expand your target audience, but above all, you take practical steps to implement the corporate values of inclusion and accessibility. At a time when many customers critically examine what values companies stand for, a clear statement and practical implementation send an important message. Since many website operators pay less attention to the topic due to the increased time investment, it is especially important to address the issue now. Engaging in accessibility not only makes a clear statement but also generates a certain role model function. What standards and laws apply to digital accessibility? The worldwide standard for internet accessibility is the Web Content Accessibility Guidelines (WCAG) , developed and continually updated by a working group of the World Wide Web Consortium. The current standard is WCAG 2.2. Besides the technical foundation, there are various national and international regulations on accessibility. An overview of the most important ones: In Germany, there is the Barrier-Free Information Technology Ordinance (BITV 2.0) , which refers to the European standard, the EN 301 549 . Federal authorities are required to have accessible websites under the Act on Equal Opportunities for People with Disabilities (BGG) . The accessibility of the websites of public agencies in federal states and municipalities is regulated by state laws and specific state ordinances. In Berlin, for instance, it is the Accessible-ICT-Act Berlin - BIKTG Bln . In the private sector, accessibility on the web is also expected to become mandatory. The Accessibility Enhancement Act (full name: Act to Implement the Directive (EU) 2019/882 of the European Parliament and the Council on the Accessibility Requirements for Products and Services (BFSG) ) is based on the EU Directive on Accessibility Requirements for Products and Services . The BFSG lists sectors that will be required to provide accessible websites and apps starting at the end of June 2025. This includes websites for foundations, colleges and universities, social insurance agencies, but also banks or online retailers.  While the issue of accessibility is not currently mandatory for many websites, it is important to be prepared for it early on. In addition, an accessible website reflects forward-looking corporate values such as inclusion and accessibility (Accessibility). Is accessibility a ranking factor? It is no secret that Google has been emphasizing the importance of a website's user-friendliness for many years. There are various recommendations, tools, and hints from Google about what exactly this means. Good usability, particularly on mobile devices, a design without noticeable layout shifts, and fast loading times are factors that Google positively evaluates. So, is accessibility a direct ranking factor? Currently, it is not, but various measures that improve accessibility contribute to better search engine optimization. We will look at what these measures are in the next section. How does accessibility help with search engine optimization? You may have already noticed the large overlap between SEO and accessibility in the requirements mentioned above. Both screen readers and search engines work in a text-based manner and are dependent on all information being available in text form. This alone shows how accessibility can bring benefits in search engine optimization. Specifically, these are the factors: Image optimization : Alternative texts and image descriptions not only help people with visual impairments but also help search engines understand the contents of images. This is especially true for graphics that complement the page's content and contain their own information. The alternative text must contain the information in the image. A correct, logical semantic structure also aids search engine optimization. Headings that contain relevant terms and relate to the content of the following paragraph are partially "automatically" optimized for important keywords. Using terms that are common and frequently searched for helps with readability and understanding. Responsive Web Design has been a standard for years, and we have long recommended it for SEO reasons. It also aids accessibility, as it ensures optimal display regardless of the device used. Speaking link texts provide users and search engines with information about the linked page. Anchor texts like “here” or “read more” do not convey any information—and do not contain keywords that could help the linked page rank better. To what extent search engines can identify how understandable the language of a website is remains speculative. What is clear is that Google is heavily investing in understanding text semantically, recognizing content and language. It is also assumed that Google can distinguish between very long complex sentences and shorter (more understandable) sentences. Better readability is an SEO criterion and helps accessibility. Specifying the language in the source code might be only limitedly necessary for search engines, but it helps screen readers with choosing the correct pronunciation. From experience, we know of websites with incorrect language settings that had massive indexing issues that were at least partially due to this. Transcripts for audio and video are another measure that benefits both users and search engines. The content is made available to all for reading - and can thus be categorized thematically and found in the search. 5 Tips for Implementing Digital Accessibility 1.      High prioritization of the topic Even if it may seem that accessibility affects only a small part of your target group, it is important to give this topic high priority. On the one hand, you might be affected by legislation that requires you to have an accessible website by 2025. On the other hand, accessibility brings you additional benefits like better optimization for search engines. Firmly anchoring inclusion as a corporate value and practically implementing it is another bonus. 2.      Keep accessibility in mind from the beginning Are you planning a website relaunch, or is a new online shop to be launched? Consider accessible web design from the start to save resources and budget. As with search engine optimization, the earlier you consider the requirements, the better. Making massive changes afterwards is generally associated with significantly more effort and costs. 3.      Separate layout and content One of the most important rules in accessible web design is the separation of content and design. Modern CMS already provide these prerequisites, but self-programmed websites do not always. Therefore, make sure of a clear separation when planning the system and templates. 4.      Keep up with current standards Accessibility is continuously being developed, with new formats, standards, and criteria emerging. Stay up to date or employ a web design and development team familiar with the current standards. 5.      Train the editorial team The basic structure of the website and the technical prerequisites are one aspect of accessibility. From an editorial standpoint, there is still much that can be done right or wrong. Excellent content marketing involves improving the editorial team and establishing a mandatory internal standard. For example, you could require alternative texts for images and the correct use of lists. Establish easily recognizable colors with high contrast as part of the corporate design and easy language in corporate communication. Accessibility Yes! - But How to Verify? After all the measures to be considered in creating an accessible website, the question arises of how to verify that everything is working correctly. How can I ensure that my measures have been correctly implemented? Google Lighthouse is a highly useful open-source tool that assists web developers in evaluating the performance, accessibility, and quality of their websites. Particularly in the field of accessibility, it offers significant advantages. Lighthouse checks a website's accessibility according to established standards and provides a detailed evaluation with specific recommendations for improvement. For instance, the tool can highlight missing alt texts for images, which are important for the visually impaired, or missing ARIA attributes that enhance navigability for users with limited mobility. Moreover, Lighthouse provides detailed documentation on each reported issue. This makes it easier for developers to understand the exact cause of the problem and to initiate targeted actions to address it. It is important to note that while Lighthouse offers a comprehensive overview of many accessibility aspects, it is not a substitute for manual reviews or user tests with people with disabilities. Some accessibility issues, particularly those requiring contextual understanding or specific interactions, may not be captured by automated tests. By integrating Google Lighthouse into the development process, accessibility issues can be identified and resolved early on, leading to an overall better user experience for all users. Is your website accessible, responsive, and optimized? We can help! Do you want to bring your website up to current standards in terms of accessibility and usability? Our SEO relaunch support not only considers points that increase your visibility and traffic. We also analyze your usability and can advise you on the topic of accessible websites, implementing your wishes in line with current standards. Feel free to contact us and get a non-binding offer! Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram LinkedIn Envelope WhatsApp AUTHOR

App Store Optimization (ASO): Definition & Explanation

Jun 29, 2022

Lukas

Grabalowski

Category:

SEO

With the growing popularity and use of smartphones, interest in new apps is also increasing. With more than 2.5 million applications in the Apple App Store or Google Play Store, positioning the app is crucial to achieve a high number of downloads. App Store Optimization (ASO) involves actions aimed at increasing app downloads and supporting brand branding. Learn more in the current Warriors Blog about why App Store Optimization plays a critical role in an app's discoverability, the goals of App Store Marketing, and the differences from classical SEO optimization of a website. What is App Store Optimization (ASO)? App Store Optimization (ASO) aims to place one's own app or a specific app very well in the search results of app stores. Due to the similarity of the objective, ASO is often equated with App Store SEO, although they are two different marketing disciplines. App Store Optimization is based on a series of actions intended to influence various ranking factors within the app store. Ideally, popularity and the number of downloads are increased. Through further dissemination of the app, ASO indirectly contributes to a company's branding. One of the most important factors in App Store Optimization is the Click-Through-Rate (CTR). Click frequency usually determines a sustained good placement in search results. Improvements can be achieved through adjustments and optimizations to the app name, app title, displayed app icon, as well as screenshots and reviews. Direct and indirect influence of the applied factors supports an excellent ranking. How are apps found by users? To increase the visibility of an app, classical advertising strategies can be employed. Radio and television are popular with well-known brands to generate higher download numbers. One's own website, press releases or integration into the newsletter are other conceivable options. Somewhat surprisingly, the so-called "word-of-mouth" is the second most successful channel. If an app works very well, offers significant added value or is a lot of fun, personal recommendations have a great impact on success. Other channels include favorites or ranking lists where apps are placed. Paid ads or integrations into already successful apps are options that can influence growth numbers. However, the crucial medium to find an app remains the App Store. Here, users specifically search for applications to satisfy a "need." Map services, photo editing, and planners are particularly popular. In the quest for a good ranking, App Store Optimization (ASO) is the ideal marketing instrument. Goals of App Store Marketing For a company, a published app can serve different purposes. The goals should therefore be clearly defined during development and before registration in the App Store: Increase revenue through a paid app Boost brand awareness through an app with a high reach Successful monetization of the app Collect user data to specifically improve the product and marketing measures Differences between App Store and Google Play The App Store by Apple and Google Play have different factors connecting them in App Store Optimization, but there are also relevant differences between the two most popular providers. Both have developed a review process that excludes inferior apps beforehand. Only high-quality, technically flawless apps gain access to the store. However, differences exist in processing time. A new release or updating takes significantly longer with Apple than with Google, and can take up to three days. The integration of keywords is crucial. Analogies to the search algorithm of the search engine can be found in Google Play. Important keywords must be found in the title and descriptions. In Apple's App Store, it is entirely sufficient to fill the "keywords" field with relevant terms. Important aspects of App Store Optimization For an excellent ranking, several factors can have an influence: The number of downloads within a short period can help an app achieve an excellent ranking. The title, description, and stored keywords should precisely describe the app and the most important keywords should regularly appear. The number and quality of reviews play a central role. A frequently reviewed app with poor results will not achieve a very good position despite high engagement. The number of comments actively influences the ranking. Social signals pointing to the app support a good placement. The Google Play Store has two additional characteristics: the number of uninstallations and backlinks to the app are also considered for an evaluation. What actions are included in App Store Optimization? The marketing discipline App Store Optimization encompasses several actions that can positively affect the overall result. These are key factors that influence the ranking directly or indirectly: App Name The name of an app should be chosen very carefully. It should be relevant to the app, easy to read, and ideally unique. In Google Play, the name can be 50 characters long, while only 30 characters are allowed in the Apple App Store. Keywords placed in the name have strong importance for the app's ranking. Choosing an Icon with High Recognition Value The icon has an indirect impact on ranking. If it reflects at least part of a brand or has a design clearly distinguishable from other apps, the recognition value is significantly higher. For very successful apps, the icon supports a company's or brand's branding. Instagram is a classic example, as it became a success story from the App Store, and its icon is unmistakable . Choosing Screenshots: Provide Insight into the App With the right selection of screenshots, users can be convinced of an app. They provide insight into the design, functionality, and user engagement. A careful and objective selection is another key to success. Price of an App or Free Download Like all investments, the price is an important criterion for an app. Free apps have a higher chance of being downloaded. If users see added value in the app that really helps them, the price's relevance becomes secondary. Ultimately, the company must decide in connection with the developed strategy, what goals are to be pursued with the app. Description of the App: Informative and Clearly Structured The description has a special significance. In Google Play, it's additionally important that relevant keywords for the app are integrated into the description. An informative text and a clear structure are essential. Helpful are bullet points that list functionalities. The 4,000 available characters should be used as effectively as possible. Reviews and Comments as Indirect Factors App Store Optimization has no direct influence on reviews and comments. However, getting friends and acquaintances who are convinced of your app to post positive reviews can positively change the ranking. As an app owner, it is very important to respond to comments to promote user engagement and accept criticism. Finding Keywords for App Store Optimization Besides the natural intuition as a user "What would I search for myself?", there are various analysis tools or apps for the classical Content Marketing that can assist with ASO keyword research. App Radar is known as a popular and comprehensive tool specialized in the requirements of App Store Optimization. The ASO tool enables beyond keyword research, the analysis, optimization, and management of one's own app. Other apps listed in the same category and using similar keywords can also serve as orientation. Differences between SEO and ASO The proximity between App Store Optimization and SEO as Search Engine Optimization is unmistakable. Similarities like using the right keywords or adjusting the title and description often lead to the assumption that they are the same discipline. However, SEO is broader and more comprehensive. Optimization for the mobile and desktop index, page speed, the number of on-page factors, time on site, or bounce rate stand opposite downloads and uninstalls, as well as strong user engagement in App Store Optimization. Moreover, they differ in their main goals, as SEO clearly focuses on traffic, while app marketing emphasizes downloads. Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram Linkedin Envelope Whatsapp AUTHOR

Amazon SEO - What exactly is it?

Mar 11, 2022

Lukas

Grabalowski

Category:

SEO

The term Amazon SEO might seem a bit confusing to most people. What does Amazon have to do with search engine optimization? Users who ask this question often forget that Amazon is the largest e-commerce platform in Germany. Over 50% of the entire online trade is conducted through Amazon. Therefore, the search function on Amazon is given a very important role: If you manage to achieve good listings in the internal search with the help of Amazon SEO, the chance of selling a large number of products increases. This becomes interesting for every individual or company that wants to distribute products through the platform—regardless of whether from a seller or vendor perspective. Improving the Amazon ranking and appearing higher in product listings should be a prioritized goal. Because by improving the Amazon ranking, visibility is not only increased, but ideally, the number of products sold is also increased. How Amazon SEO works, what important aspects need to be considered, and how you can make it to the top of the product listings, you will learn in this article. How to Improve Amazon Ranking? To get to the bottom of this question, we should take a small step back at this point. Before optimization begins, the features and peculiarities of the Amazon search engine should be known. Because, like every other search engine, Amazon has its own algorithm which is at least as complex and full of secrets as the algorithm of the Google search engine. Amazon also provides no concrete, official information on how the algorithm works. Every day, numerous products are created on the e-commerce platform. The Amazon algorithm's task is also to filter the best from the mass of products and index them by relevance. In summary, there are various factors that influence the ranking within the search results. Basically, the ranking factors are divided into two categories: indirect and direct ranking factors. These are defined on one hand by the click-through rate (CTR) and on the other hand by the conversion rate (CR). The click-through rate indicates how many of the users who see the product in the listing actually click on it. The conversion rate goes a step further and indicates how many of the users who click on a product actually make a purchase. The CTR and CR are part of the general user behavior on the product detail pages and are therefore categorized under the term indirect ranking factors. Ultimately, there are other indirect factors that can be considered in optimization. However, the Amazon algorithm prioritizes especially the aspect of sales. Example: A product that sells better than others is classified as more relevant by the Amazon algorithm than a product of the same category that sells worse. Consequently, it enjoys a higher ranking in the search results. From these insights, two fundamental questions arise: How do you get users to click on the product? How do you convince users to make a resulting purchase to increase the conversion rate? At this point, both factors need to be considered in a bit more detail and broken down into their basic components. Direct Factors of Amazon SEO Optimization The click-through rate (CTR) and conversion rate (CR) play an important role in Amazon SEO. To influence the indirect ranking factors, it is crucial to optimize the direct ranking factors. The direct factors include optimization measures on the product detail page. An overview of direct ranking factors: Product Title Bullet Points Product Images Product Description Backend Keywords Improving Amazon Ranking with Optimized Direct Factors Some elements of the product detail page, such as the product description, are often the first point of contact for many users. Therefore, special attention should be given to them during Amazon SEO optimization. Product Title Whether in Amazon's search results or on the product detail page, the title is an essential element for ranking. In addition to the main keyword, it should also include product-identifying information. For example, with electronic devices, this could be the specification of power, or an indication of the capacity of a container. These details combined with relevant keywords make it possible to cover various search queries since the Amazon algorithm takes the title into account when evaluating a search query. For instance, if a user searches for a microwave of a specific brand with a specific wattage, then both the brand and wattage should be included in the title in this case. This way, the algorithm can perfectly match the product to the search query. Care should be taken not to overcrowd the title with too many keywords or too much information. In the worst case, this could negatively impact the Amazon ranking. A healthy mix of keywords and a meaningful or clickable title should be created. A character length of 80 to 100 characters is recommended for the title. This range varies from category to category. Amazon itself has published style guides for selected product categories in which it is specified what requirements a title should meet. Furthermore, there are contents that should never be part of the title. These include, for example, product and condition descriptions or a listing of compatible products. It is also prohibited to use only uppercase or lowercase letters or special characters in the title. Bullet Points Bullet points or product attributes are other factors that help with product sales and Amazon ranking. Product attributes are especially useful for new customers who don't know the product well or at all. If the product title wasn't convincing enough, bullet points offer the opportunity to provide further useful information in a compact manner. The most important feature of the product should always be listed in bullet point 1. Following this, other USPs should be mentioned that describe the product and its benefits. Similar to the title, bullet points are suitable for capturing relevant keywords. This way, the algorithm is signposted to the relevance of the product on another level, impacting the Amazon ranking. But beware: with bullet points, it's important to pay attention to the number of keywords as well. It's not about placing as many keywords as possible, but selected, unique, and product-relevant ones. Amazon specifies a character length for bullet points of 200 to 250 characters including spaces. This length varies slightly from category to category. This specified length should be used to briefly and concisely convince the customer of the product. Too short bullet points risk conveying too little information. Conversely, too long ones carry the risk that the customer is not willing to read the entire block of text. Bullet points have an indirect impact on the purchase decision on the one hand, but on the other hand, due to the use of relevant keywords, they are also of immense importance to the Amazon algorithm. Product Images Product images are more important than they first appear. The tactile aspects are lost in an online shop like Amazon. This missing dimension must be compensated with very good product images to make it easier for users to imagine the product despite the lack of tactile perception. The images do not impact Amazon ranking as they do not contain keywords. Instead, with their quality and informational character, they capture the interest of potential buyers. Product images on Amazon are divided into two categories that define individual requirements: Main Images and Alternative Images . The main image appears as the first image on the product detail page and in the Amazon search results list. To meet the requirements, it must be depicted on a completely white background. Additionally, only the actual product is allowed to be shown. Alternative images, on the other hand, intend to convey additional emotions to the customer through various camera angles. Alternative images also provide additional information, such as measurements or weight specifications. Two things must be kept in mind with product images to increase click-through rates. Firstly, the quality of the images is decisive. Product images should always be uploaded in maximum resolution. Only this way can it be guaranteed that the user can recognize even the smallest detail of the product. Secondly, the informative content of the images must be taken into account, including typical application areas, compatibility with other devices, comparisons of various sizes within the product, or required tools for assembly. Such information is usually covered through the use of alternative images. Product images thus have a defining effect on the shopping experience and purchase decision and simultaneously contribute positively to Amazon SEO. Product Description An element that extends the overall shopping experience is the product description. It was evident with product images that additional information can be captured in image form. But since search engines primarily work with text, we have the opportunity here to describe the product more thoroughly within the product description. As the customer still does not have the opportunity to hold the product in their hands during the purchase process, the product description comes into play alongside the product images. The product description offers space for further keywords. On the other hand, it aims to make the product appear more lively through its content. Sellers and vendors on Amazon also have the option to use so-called A+ Content for their product descriptions. With this feature, it is possible to expand your product description with images and graphics using a broader selection of templates. Not only the description itself, but the entire product page appears more appealing as a result. Integrating and using A+ Content on product detail pages does not directly improve the Amazon ranking. Instead, it shows a way to convince the customer of your product and thus stand out from the competition. Even if A+ Content does not directly impact Amazon SEO optimization, search engines recognize and index these contents. And that is ultimately reflected positively in the rankings. Backend Keywords Backend keywords are another factor in Amazon SEO optimization. They also have an effect on Amazon ranking. In contrast to frontend keywords found on the product detail page in the title, bullet points, or description, backend keywords, as the name suggests, are located in the backend. They can be stored in the seller or vendor central under the product details category. A byte limit of 249 bytes is available. This raises the question of why keywords can be stored at this point when there are already enough ways to play keywords prominently in the frontend. Backend keywords are different in calibration compared to frontend keywords. For frontend keywords, it is important to ensure that these keywords are as related as possible to the actual product. These keywords should have high relevance. Backend keywords, on the other hand, are not directly connected to the product. Backend keywords are also indexed by Amazon's algorithm and therefore play a role in Amazon ranking. To utilize them, it is advisable to include keyword variations such as common typos, old spellings, materials, or abbreviations. This way, possible typos users make during the search are captured, guiding them to the right product anyway. In short: By using backend keywords, you are thinking ahead on behalf of your potential customers. The internetwarriors Support You with Your Amazon SEO Optimization Amazon SEO is a topic area that offers a lot of potential but also presents some challenges. Indirect and direct optimization factors significantly contribute to increasing the ranking of Amazon products. Better visibility on the platform also goes hand in hand with an increase in the conversion rate. In practice, successful Amazon SEO optimization requires quite a bit of effort. As a 360° full-service online marketing agency, we are, of course, happy to support you in this sprint. Please feel free to contact us so that you can soon stand above everyone else in the Amazon ranking. Did you like the blog? Recommend it now! Facebook Twitter Telegram LinkedIn Envelope WhatsApp AUTHOR

Local SEO & AI Visibility: The most important steps for your GEO strategy

Oct 20, 2025

Julien

Moritz

Category:

SEO

Banner for a blog post: Smartphone with open ChatGPT application

The search world is changing rapidly. AI and LLMs like ChatGPT or Google AI Mode influence how businesses are found. To remain visible locally, companies must adapt their strategies and understand vital measures for local GEO and SEO. These measures are crucial for local businesses to effectively connect local SEO and GEO in a comprehensive strategy. Key Points at a Glance The combination of local SEO and GEO content is crucial today for maximum visibility. Business profiles, reviews, off-page actions, and a solid technical foundation are the basis for local discoverability. AI and LLMs are transforming the search landscape: content must be machine-readable, semantically structured, and aligned with the customer journey. Targeted link building and AI-optimized content are the most important actions. With prompt monitoring and new KPIs, sustainable success becomes measurable. Build a Prompt Database – Our Matrix A central success factor for local SEO and AI visibility is aligning content with the customer journey. Why is this relevant? Users are in different phases of decision-making and have varying content requirements. Aligning your content strategy ensures your brand is mentioned in AI-generated responses or that your website is used as a source for these answers. We have developed a matrix for creating this prompt database. Aligning content with this matrix targets users at each phase of the customer journey, sustainably increasing visibility. The process begins with the Discovery & Awareness Phase . Here, users seek general knowledge, want to understand a problem, or learn about a solution. Companies should showcase their authority, provide step-by-step guides, and present their solutions at this stage. In the Consideration Phase , users compare different offers and weigh the benefits. Here, it's important to build trust, highlight the strengths of your own offerings, and positively portray products in comparison. The Decision Phase is characterized by a clear intent to purchase. Content should contain a direct call-to-action, guiding users to the desired transaction. Finally, there are AI-specific Intents . Users give specific commands or want to initiate automated processes. It is important to position your brand within the context of such automated processes and provide solutions for specific tasks in this phase. SEO keywords can be a strong foundation for creating prompts. This ensures that the SEO and GEO strategy work hand in hand. The created prompt database should then be integrated into a monitoring tool to provide an overview of current visibility in AI and search engines. This will lead to measures to revise existing content and identify potential for new content. Local GEO and SEO: What Really Matters Today SEO and AI visibility are particularly important for local businesses today. Companies that implement the right measures for local GEO and SEO remain consistently visible to potential customers and AI systems. Structuring Content for Machine Readability A clean and structured technical implementation is indispensable for the digital visibility of local businesses. For search engines and AI models to optimally capture and display content, the website should be built with clean HTML and semantic tags like <article> and <section>. Additionally, it is advisable to use special markups like FAQ or HowTo structures to make information even more accessible for search engines and AI. The following GEO Formula has proven effective: Relevant user questions are formulated as headings (H2). Directly below, a precise and clear answer follows. Subsequently, further information is offered to delve into the topic or explore additional aspects. This clear structure helps not only users but also ensures that search engines and AI systems better interpret and display the content. Creating Locally Relevant Content City-specific case studies, customer reports, local events, and the integration of landmarks and neighborhoods are especially effective. Such content not only creates closeness to the target audience but also highlights the company's local expertise and presence. Another crucial aspect is the regular use of local keywords (service + city) in website texts. This establishes a clear link between location and services offered, enhancing SEO and LLM visibility. The content should cover various user intents along the customer journey (see Prompt Matrix). In this way, potential customers are specifically targeted and accompanied in each phase. It is important to integrate real user questions into the content. By directly answering frequently asked questions, the relevance of the website for search engines and AI models increases. Heed "Old" Foundations for Local SEO Also for Local GEO A complete business profile on Google and Bing is the foundation for a strong local presence. The more information provided, the better search engines and AI models can classify and display the business. It's equally important to actively seek customer feedback and collect reviews. Positive feedback strengthens credibility and directly impacts local visibility in AI, LLMs, and search engines. Furthermore, registering the business in relevant industry directories increases discoverability and reach. Additionally, targeted branded traffic from social media creates a healthy signal to search engines and AI systems. Active communication and interaction on social platforms create additional credibility and sustainably support local visibility. Link Building in Times of AI Language models generally do not search and compare individual services or products on their own. Instead, they often refer to comparison sites, user reports, and similar sources for recommendations. This presents a valuable opportunity for businesses: strategically building backlinks on such platforms increases the likelihood of being considered in AI-generated answers and recommendations. This boosts AI visibility in LLMs and simultaneously increases the website's relevance for search engines through quality backlinks. Platforms can be identified and prioritized through the selected tool with prompt monitoring. The rule of thumb is quality over quantity: posts that are frequently cited by LLMs are more valuable than those rarely used by AI. Optimize Existing Content for Real User Questions If your domain is already visible in organic search results, it is worthwhile optimizing content specifically for real user questions. Such questions can be identified, for example, using Google Search Console by filtering search queries containing typical question words. We use the following regex filter: ^(how|what|why|when|where|which|who|why|for what reason|how much|whereby|wherewith|by whose)\b Figure 1: Regex filter in Google Search Console Figure 2: Search queries with the regex filter in Google Search Console It is essential to clearly and helpfully answer these questions directly under an H2 heading. This makes the content more attractive to users and also easier for search engines and AI models to understand. If you already have a chatbot on the website, questions asked there can also be a good indicator that they are frequently asked to ChatGPT & Co. Thus, it is also worth answering these questions in the content to be used as a source by LLMs and expand visibility in AI. Establish New GEO KPIs Although traditional SEO metrics like increasing clicks or traffic were long central, they are no longer the sole focus. Many companies are experiencing declines in search engine traffic as AI models and LLMs increasingly provide direct answers, and users click through to websites less frequently. The traffic from LLMs can seldom fully compensate for these losses. However, the quality of this traffic often turns out to be significantly higher, increasing the conversion rate. To specifically measure the visibility of local businesses and the success of your actions, it is advisable to combine proven SEO KPIs with specific GEO KPIs. These include, for example, the Brand Mention Rate, which indicates how often your brand is mentioned in important prompts (e.g., over 40%), the AI Platform Coverage, indicating presence on several relevant LLMs (e.g., more than five), and the Brand Search Uplift, denoting the rise in brand search queries after comprehensive GEO measures (e.g., over 25%). This creates a holistic picture representing both the reach and quality of visibility in traditional search engines and AI-based systems. Conclusion: Local Visibility in LLMs and Search Engines The local visibility of businesses in LLMs and traditional search engines is now significantly determined by the intelligent combination of SEO and GEO strategies. Implementing the key measures ensures presence in both search engines and AI-based systems. The rapid development of AI and LLMs changes the demands on businesses: optimizing only for Google is no longer sufficient. It is crucial to make your brand and offerings visible in AI-generated answers and recommendations. Acting now and aligning your strategy holistically ensures a sustainable competitive advantage in local search. Here you find the appropriate checklist on the topic FAQ - Frequently Asked Questions How can I find out if my local business is already visible in AI-generated responses? To check visibility in AI responses, it is recommended to establish prompt monitoring with specialized tools. These tools show if and how often your brand or website is mentioned in responses from LLMs like ChatGPT or Google AI Mode or used as a source. What role do structured data play in AI visibility? Structured data help AI models better understand and display content. They are crucial to be considered as a source for AI responses and should therefore be used consistently. Are AI-optimized contents also relevant for traditional search engines? Yes, content optimized for AI models—through semantic structure, FAQ markup, and answering real user questions—are also better understood and displayed by traditional search engines. We recommend optimizing prompts based on significant SEO keywords. This ensures optimal combination of local SEO and GEO. How often should I update my content to remain relevant to search engines and LLMs? The search and AI landscape evolves rapidly. It is advisable to review the prompt database and key content at least quarterly and update as necessary to address new trends and user queries early. However, the timeframe can vary and depends on how dynamically the industry continues to develop. Which mistakes should I avoid in local search engine and AI optimization? Common mistakes include incomplete business profiles, missing local keywords, technical structures based on JavaScript and rendered client-side, lack of user question integration, and neglect of monitoring and KPIs.

Transparency in Google Ads: How to Properly Utilize Performance Max Channel Reporting

Oct 10, 2025

Josephine

Treuter

Category:

Search Engine Advertising

Banner for a Blog Post: Colorful Laptop Performance Max Reporting

Google Ads is one of the most efficient ways to increase a company's reach and achieve targeted conversions. However, in times of AI and automation, the way campaigns are managed and evaluated is also changing. With the introduction of Performance Max campaigns, Google has created a new approach: all channels, from Search to YouTube to Shopping, are bundled into a single, fully automated campaign. This promises maximum efficiency, but at the same time makes it more difficult to trace through which channels the conversions are actually generated.  For a long time, it was unclear which channel contributed what to the campaign's performance. Those who needed this information had to resort to technical scripts and complex workarounds - an effort that overwhelmed many teams. With the new Channel Performance Reporting, this changes fundamentally, allowing results to be evaluated per channel. In this article, we'll show you how to make the most of the new reporting, which best practices have already proven themselves, and how to make better decisions with more transparency. As an experienced Google Ads agency, we provide you with practical tips directly from everyday life at internetwarriors.   The Essentials in Brief   Performance Max bundles all Google channels into one campaign. The Channel Reporting now provides the necessary transparency. You can see how Search, Display, YouTube, Discover, Maps, and Gmail perform individually.  The reports can be segmented by ad format, status, or targets like CPA or ROAS.  The new reporting allows you to identify optimization potentials more quickly and control them more precisely.  The status section helps with technical issues and offers recommendations for action.  What Exactly Is a Performance Max Campaign?   The Performance Max campaign , or PMax for short, is an automated campaign format in Google Ads available since 2021. It allows ads to be played simultaneously across multiple Google channels such as Search, Display, YouTube, Gmail, Discover, and Shopping, all in a single campaign. Unlike traditional campaigns, PMax relies on Google AI for ad delivery and optimization. Based on goals such as conversions or revenue, the system independently decides which ad to show to which user on which channel. For advertisers, this means less manual control and more focus on high-quality assets and strategic goal setting. With the new Channel Performance Reporting, it is now finally visible which channel contributes what to the overall performance, and this is an important step toward more transparency and control.  Why Transparency in a PMax is so Important  Performance Max campaigns offer many advantages: They bundle all Google channels into a single campaign, use AI for automated delivery, and promise maximum efficiency. However, this very automation brings a central challenge: a lack of transparency. It was long unclear through which channel a conversion actually occurred. This was a problem for anyone wanting to optimize their campaigns based on data. Without channel-specific insights, it is difficult to make informed decisions: Should more budget flow into YouTube or Search? Do video ads work better than text ads? Which audiences perform on which platforms? The answers to these questions are crucial for effective campaign management, and this is where the new Channel Performance Reporting comes in. It provides the necessary transparency to evaluate the performance of individual channels, identify optimization potentials, and strategically manage budgets. For agencies like internetwarriors, this is an important step to not only deliver results to clients but also develop transparent strategies.  How to Find Channel Reporting in Your Google Ads Account  The new Channel Performance Reporting for Performance Max is currently still in beta. This means that the feature is being rolled out gradually and may not be immediately available in every Google Ads account. The scope of the displayed data can also vary depending on the account, ranging from basic channel metrics to detailed conversion insights. If your account is already enabled, you can find the reporting directly in the Google Ads interface under: Campaign Overview → Select Performance Max Campaign → Insights → Channel Performance    There, you will receive a detailed breakdown of important metrics such as impressions, clicks, conversions, costs, and ROAS. The view can be filtered by time period, device, or conversion goal, providing a valuable basis for data-driven optimizations.  What Exactly Does the Channel Reporting Show You?   The Channel Performance Reporting provides a structured overview of the performance of individual channels within a Performance Max campaign. It shows how the campaign is distributed across platforms like Search, Display, YouTube, Gmail, Discover, and Shopping, and what each channel's share of the achieved conversions is. This transparency allows an informed evaluation of budget distribution, identifies underperforming channels, and assists in prioritizing future investments.  Additionally, the reporting offers extensive segmentation and filtering options. The data can be analyzed by key metrics such as Cost per Acquisition (CPA), Return on Ad Spend (ROAS), or Click-Through Rate (CTR). This provides a comprehensive view of the campaign's performance, both cross-channel and data-driven in a strategically usable way.  What Can Be Learned from the Data   The Channel Performance Reporting delivers far more than just numbers. It opens up new perspectives for the strategic management of Performance Max campaigns. By breaking down key figures like impressions, clicks, conversions, and costs by channel, it becomes visible which platforms are genuinely contributing to achieving targets and how the deployed budget is distributed.  This data enables an informed assessment of the used ad formats, targeting methods, and device distribution. Conclusions can also be drawn regarding the customer journey and potential optimization potentials can be identified, for example, in the design of assets or budget allocation.  For agencies like internetwarriors, this transparency is a valuable foundation for not only optimizing campaigns efficiently but also communicating transparently with clients.  How to Optimize Your Campaigns with the New Insights   The channel-specific data from the Channel Performance Reporting provides a valuable foundation for the strategic optimization of Performance Max campaigns. By analyzing individual channels, it becomes apparent which platforms work particularly efficiently, where wastage is occurring, and which ad formats achieve the best results. Based on this, budgets can be distributed more strategically, assets can be designed more precisely, and target groups can be addressed more diversely.  Furthermore, the insights enable a more precise evaluation of the customer journey: Are users addressed via YouTube but convert only via Search? Such patterns can now be comprehended and incorporated into the campaign structure. The selection of conversion goals can also be newly assessed based on the data to further align campaign orientation with actual user behavior.  Limitations and Pitfalls of Channel Reporting   Even though the Channel Performance Reporting represents an important step towards transparency, current limitations and pitfalls should not be neglected. Since the feature is still in the beta phase, availability is not guaranteed across the board, and the scope of displayed data can vary from account to account. In some cases, only aggregated values are displayed, without deeper insights into individual ad formats or audiences.  Moreover, it should be noted that Performance Max operates cross-channel, and the individual channels do not stand alone but work collectively. A channel with seemingly weak performance can nevertheless make an important contribution to conversion, for example, through early user engagement in the funnel. Therefore, interpreting the data requires a holistic understanding of the customer journey and shouldn't rely solely on individual metrics.  Technical limitations such as incomplete conversion attribution, missing asset data, or limited segmentation options can also complicate analysis. Therefore, a combination of Channel Reporting, conversion tracking, and supplementary tools such as Google Analytics or server-side tracking is recommended for a sound evaluation.  Conclusion: More Control, Better Decisions   With the new Channel Performance Reporting, a decisive step toward transparency within Performance Max campaigns is taken. The ability to evaluate channel-specific data directly in the Google Ads interface provides a solid basis for strategic decisions and targeted optimizations. Even though the feature is still in the beta phase and not fully available in every account, it is already clear how valuable these insights are for modern campaign management.  The combination of automation and data-driven control makes it possible to distribute budgets more efficiently, use assets more targetedly, and better understand the customer journey.   For agencies like internetwarriors, this means: more clarity in analysis, better arguments in customer communication, and significantly increased effectiveness in digital marketing.  As an experienced Google Ads agency, we help you harness the full potential of your Performance Max campaigns. We assist you not only with setting up and optimizing your campaigns, but also with the targeted use of the new Channel Performance Reporting. This way, you'll gain clear insights into the performance of individual channels, can distribute budgets sensibly, and make data-based decisions. With our expertise in AI-supported campaign management and cross-channel analysis, we ensure that your ads not only perform but are transparent and traceable. Get in touch with us!    

VKU Marketing Experts 2025 – AI in Focus

Oct 8, 2025

Axel

Zawierucha

Category:

Inside Internet Warriors

Banner for a Blog Post: DMEXCO 2025 - Aftermath

On September 24, 2025, Berlin was the hotspot for marketing experts from public utilities. The VKU Marketing Experts Congress provided an excellent platform to discuss the industry's most pressing issues.   This year's top topic: the unstoppable rise of artificial intelligence in marketing. As internetwarriors, we were there, represented by our experts Julien Moritz (SEO/GEO expert) and Axel Zawierucha (CEO), to share our knowledge and gain new insights.  The transformation is now: AI as a game-changer  The atmosphere at the congress was marked by a palpable sense of optimism. Numerous lectures and discussions made it clear that AI is no longer just a buzzword but a tangible tool that is revolutionizing marketing strategies.   From personalized customer engagement to automated content creation and data-driven forecasts – the possibilities seem endless. However, with new opportunities come new challenges. One of the central questions that arose in many conversations was: How can companies remain visible in a digital landscape dominated by AI systems and language models (LLMs) and effectively reach their target audiences?    Our workshop: Visibility in the age of AI  We dedicated our interactive workshop to precisely this question. Under the title "Visibility in the AI Era: How to Position Your Business in New Systems," Julien Moritz and Axel Zawierucha provided practical insights and strategic advice.   The interest was overwhelming. Intense discussions with participants made it clear that many companies are seeking guidance on how to prepare their content and data to be optimally captured and presented by AI-based search and recommendation systems.  We demonstrated how a well-thought-out data strategy and content optimization for semantic searches can make a significant difference. The many exciting questions and the enthusiastic participation showed us that we struck a chord here.    How we as GEO specialists can support  Especially in a local context, geographic visibility is crucial. As GEO specialists, we help you strengthen your presence in local search systems and map applications – an important factor to be found even in AI-driven environments. With structured location data, local SEO, and targeted integration into semantic search systems, we ensure that your offerings appear where your target audience is searching – today and in the AI-driven future. Contact us!  

DMEXCO 2025: CRM, AI and the Future of Search Engine Marketing

Sep 24, 2025

Axel

Zawierucha

Category:

Inside Internet Warriors

Banner for a Blog Post: DMEXCO 2025 - Aftermath

DMEXCO 2025 in Cologne was more than just a trade show for us at internetwarriors.de – it was a vibrant marketplace of ideas, a melting pot of innovations, and above all, a confirmation of the topics that move us and our customers every day. With a record attendance of over 40,000 participants and under the motto "Be Bold. Move Forward.", this year's leading trade fair for digital marketing sent a clear signal: The future belongs to the bold, the pioneers, and those who are ready to blaze new trails. In countless inspiring conversations with customers, partners, and industry colleagues, a common thread emerged for us, connecting the central challenges and opportunities of our time: the inseparable linkage of Customer Relationship Management (CRM), the revolution through Artificial Intelligence (AI), and the redefinition of campaign planning in the era of generative models.  The foundation of successful performance campaigns: The CRM feedback loop   A theme that repeatedly came to the forefront in our conversations at DMEXCO 2025 was the immense importance of deep integration of CRM systems in performance marketing campaigns. It's a realization as simple as it is crucial: those who want to successfully generate leads must not merely scratch the surface. The mere generation of contact information is only half the battle. The true value unfolds only when a seamless feedback loop between marketing and sales is established.  This is where CRM comes into play. It is the centerpiece that consolidates all relevant information about a potential customer and tells us what actually became of a generated lead. Was the contact qualified? Did it lead to a sales conversation? Was a contract concluded? This feedback is pure gold for optimizing performance campaigns. Without this feedback, we operate blindly. We see which ads and keywords generate clicks and conversions, but we don't know which truly lead to revenue.  From our extensive practical experience and the intensive discussions at the fair, we can make a clear recommendation. As an official implementation partner of Teamleader in Germany, we have gained deep insights into the capabilities of modern CRM systems. We are convinced that Teamleader unites all critical features to conduct business successfully. From the central contact database, deal tracking, and project management to time tracking and invoicing, the platform offers an all-in-one solution specifically tailored to the needs of agencies and service-oriented SMEs. Seamless integration enables precisely the valuable feedback loop essential for data-driven marketing.  The discussions at DMEXCO showed that companies that have successfully closed this loop deploy their marketing budgets much more efficiently. They can target their campaigns on the channels and audiences that deliver the most valuable customers. In an era where digital advertising costs are steadily rising, and competition is becoming more intense, this data-driven precision is no longer a "nice-to-have," but an absolute must for sustainable success.  Google in transition: The future of search in the age of AI   Of course, the future of AI and Google, along with organic search, was one of the dominant topics in the Cologne exhibition halls. The era of purely keyword-based searches is coming to an end. Generative AI models and the increasing integration of AI into search engine result pages (SERPs) signal a paradigm shift. The question everyone is asking is: How will search change, and what does it mean for our SEO and SEA strategies?  The keynotes and expert lectures at DMEXCO painted a clear picture: search will become more contextual, dialogue-oriented, and personalized. Users no longer just expect a list of links, but direct answers and solutions to their concerns. Google's "Search Generative Experience" (SGE) is just the beginning. The ability to understand complex queries and answer in full sentences will fundamentally change how we search for information.  For us as an agency, this means we need to adapt our content strategies. It's no longer just about optimizing individual keywords but creating comprehensive thematic worlds that holistically answer users' questions. "Topical Authority" will become the new currency in SEO. We must become the experts in our niche and create content that offers real value both for users and AI-driven algorithms.  At the same time, AI also opens new possibilities for paid search. Performance-Max campaigns are a good example of how Google uses AI to automate and optimize the display of ads across the entire Google network. The challenge for us marketers is to provide the AI with the right signals – and{

Marketing in the Age of AI: Welcome to the New Reality

Sep 5, 2025

Axel

Zawierucha

Category:

Artificial Intelligence

Banner for a blog post: AI in Marketing Strategy

A specter is haunting the marketing world – the specter of artificial intelligence. But instead of spreading fear, it brings a wave of transformation that redefines the very foundations of our industry. Gone are the days when marketing relied solely on intuition, manual segmentation, and broad campaigns. Today, in 2025, we are in the midst of a revolution driven by algorithms, machine learning, and Large Language Models (LLMs). For us at internetwarriors, it's clear: AI is not a passing trend but the new operating system for successful marketing. But what does that mean exactly? What has really changed? How do you need to adjust your strategies to not just survive but thrive? And how is perhaps the most important component of all – user behavior – changing? This article is your comprehensive guide to marketing in the age of AI. We dive deep into the changes, show you practical strategies, illuminate new user behaviors with current research insights, and look beyond to see which future trends from the USA and Asia will soon be our reality. The new playing field: What AI has fundamentally changed in marketing   Artificial intelligence is more than just another tool in your toolkit. It's the invisible hand that optimizes processes, provides insights, and enables interactions at a speed and precision that were pure science fiction just a few years ago. The core changes can be observed in four key areas: 1. Real-time hyper-personalization:  Previously, personalization was addressing a customer by their name in an email. Today, personalization means presenting the user with exactly the content, product, or message that matches their current need – across all channels. AI algorithms analyze massive amounts of data from user behavior, purchase history, demographic information, and even contextual data (such as weather or location) in milliseconds. The result: Dynamic web content, personalized product recommendations in online stores, and individually tailored ads perceived not as intrusions but as relevant services. 2. Predictive analytics and data-driven forecasts:  Marketing has long been reactive. We analyzed past campaigns to optimize future ones. Marketing AI reverses this principle. Predictive analytics models can predict with high probability which customers are most likely to churn (Customer Churn), which leads have the highest purchase probability (Predictive Lead Scoring), or which products will sell best next season. This foresight allows you to act proactively, distribute budgets more efficiently, and focus your resources on the most promising segments.  3. Automation of content creation and distribution:  Generative AI has revolutionized content creation. Tools like ChatGPT, Jasper, and more advanced, industry-specific models can now create high-quality texts for blogs, social media posts, emails, or product descriptions. But it goes far beyond that: AI systems can also generate images, videos, and even music. For you as a marketer, this means a significant increase in efficiency. Routine tasks that used to take hours are now done in minutes. At the same time, AI enables the creation of content for A/B tests in countless variants and the automatic distribution through the right channels at the right time. 4. Efficiency through intelligent automation:  Besides content creation, AI automates countless other marketing processes. From programmatic buying of ad space (Programmatic Advertising) to intelligent bidding strategies in Google Ads to automatic segmentation of target audiences – AI handles repetitive, data-intensive tasks. This not only results in massive time and cost savings but also minimizes human errors and continuously optimizes campaign performance based on data. The marketing strategy 2025: How to successfully navigate the AI era   A new technological reality requires a new strategic approach. It's not enough to just introduce a few AI marketing tools. Your entire marketing strategy needs to be rethought in the context of AI.  1. From target groups to "Segment-of-One": Your radical personalization strategy  Your central strategy should be hyper-personalization. The goal is no longer to reach a target group but to treat each individual customer as their own segment ("Segment-of-One").  Practical implementation: Invest in a robust Customer Data Platform (CDP) that centralizes all customer data in one place. Use AI-driven personalization engines for your website, online store, and email marketing. These systems dynamically adjust content based on each user's click behavior, dwelling time, and purchase history.  2. Conversational marketing: Dialogue as the new funnel  Users no longer want to fill out forms or be stuck on hold. They expect immediate answers and a direct dialog. AI-powered chatbots and voice assistants provide the solution.  Practical implementation: Implement an intelligent chatbot on your website that not only answers standard questions but also qualifies leads, books appointments, and guides users through the purchasing process. Train the bot with your corporate data to ensure accurate and brand-consistent responses.  3. Content strategy: Quality and AI optimization hand in hand  In the age of AI content creation, the sheer volume of content will explode. To stand out, two things are crucial: first, exceptional, human-centered quality, and second, optimization for AI systems.  Practical implementation: Use generative AI as a tool for ideation, draft creation, and text optimization for SEO. However, the final editing, strategic direction, and emotional depth must come from human experts. At the same time, structure your content (e.g., through Schema.org markup) for easy understanding and prominent placement in answers from AI search engines like Google’s Search Generative Experience (SGE).  4. SEO and AI: The symbiosis for your visibility  SEO and AI are inextricably linked. Google's algorithms, particularly RankBrain and BERT, are deeply rooted in machine learning. The future of search lies in answering complex queries, not just matching keywords.  Practical implementation: Focus on thematic authority (Topic Clusters) rather than individual keywords. Create comprehensive content that fully answers user questions. Use AI tools to analyze SERPs, identify content gaps, and optimize your content for semantic search.  Global outlook: These AI trends from the USA & Asia are defining the future    While we in Europe are beginning to fully harness the potential of AI, the USA and Asia serve as "future labs." Different regulations, a higher risk appetite, and a deep-rooted "mobile-first" culture accelerate the adoption of technologies that will soon dominate our market. Trend 1 from Asia: The "Super-App" ecosystem & Social Commerce 2.0   In Asia, especially China, with apps like WeChat or Alibaba , "Super-Apps" dominate daily life. In these closed ecosystems, digital life unfolds: chatting, shopping, paying, booking services. AI is the glue that enables a seamless, hyper-personalized customer journey within a single platform .  Live-stream shopping on steroids: Forget QVC. In Asia, live streams are interactive events. AI tools analyze viewer comments in real-time to suggest products to the influencer.  Group-buying through AI: AI identifies potential buyers with similar interests and connects them into groups to obtain better prices through joint purchases.  Trend towards conversational commerce: WhatsApp and Instagram are increasingly moving towards this direction. The trend relentlessly moves toward Conversational Commerce . Your first crucial step into this future is to deploy an intelligent chatbot on your website that not only answers standard questions but also qualifies leads, books appointments, and guides users through the purchase process.   Trend 2 from the USA: The autonomous marketing manager   In the USA, the trend is moving from AI assistance to AI autonomy . So-called "agent-based systems" are AI-generated virtual managers that not only assist, but autonomously manage campaigns and make strategic decisions.  The Autonomous Marketing Manager: Instead of saying, "Create 10 social media posts," the AI will decide whether to write blog articles, launch Google Ads, or start an email campaign on its own. It analyzes the market, target audience, and performance to make these decisions.  What does this mean for you? This trend is technologically demanding but will radically change your role as a marketer. Your task will be to centralize your data infrastructure (e.g., with a Customer Data Platform). Only with clean, accessible data can you effectively leverage AI systems to their full potential.  Trend 3 from the USA & Asia: AI influencers and the era of synthetic media   Virtual, AI-generated influencers with millions of followers and contracts with global luxury brands are emerging. They are precursors to a revolution in content creation.  The forebears of change: AI-generated influencers like these herald new possibilities for brands to easily and inexpensively create their synthetic personas, designed to be visually and characteristically tailored to match a brand.  What does this mean for you? In a world where AI anticipation of needs reduces tolerance for irrelevance, marketers should focus on transparency and creativity. Instead of replacing actual people, AI avatars can be used as fantasy figures, futuristic ambassadors, or scalable, personalized video tutorials.  Transforming the marketer: The new era of AI and marketing  AI is changing the expectations and behavior of consumers. They now anticipate immediate responses and direct dialogues in customer interactions. In response to this evolving technological landscape, marketers must evolve their strategies. It is not enough to merely introduce a few AI marketing tools; the entire marketing strategy must be reimagined using AI as a partner rather than a threat.  Develop data competence: You don't have to become a data scientist, but you must learn to interpret data to draw valuable insights.  Focus on strategic planning: Instead of manually setting up A/B tests, your task will be to set strategic directions while the AI optimizes the methodologies to achieve those strategies.  Master creativity and storytelling: In a world where sheer volume of AI-generated content is set to explode, what will make a difference is outstanding, human-centered quality and content optimized for AI systems.  Prompt engineering as a new skill: The quality of a generative AI's output now heavily relies on the quality and creativity of the input and command structure you provide.  Lifelong learning: In the AI-driven world, continual education becomes a necessity rather than an option, as the technologies and methodologies keep evolving.  Conclusion: The future of marketing is a symbiosis with AI   ​​The ubiquitous presence of AI is inevitably shaping expectations and consumer behavior. AI is freeing us from repetitive, manual tasks, giving us the capacity to focus on areas where humans are irreplaceable.  Success will belong to those who understand this new technology not as a threat but as an ally. The winners will be those who combine the analytical power, speed, and scalability of AI with the irreplaceable human qualities of creativity, strategy, and storytelling.  At internetwarriors, we look forward to this future full of opportunities. We see AI as a partner that frees us from repetitive, manual tasks, allowing us to dedicate our capabilities to where humans make the difference. 

AI Max for Search Campaigns - How AI is Changing Google Ads

Sep 3, 2025

Markus

Brook

Category:

Search Engine Advertising

Banner for a blog post about the new AI Max campaign setting

Online marketing is constantly evolving, driven by technological innovations. A current example is the introduction of Google's AI Max campaigns. This campaign type is specifically designed for search campaigns and utilizes artificial intelligence to control ads more efficiently. Below, we explain what AI Max for search campaigns is, the benefits it offers, and the requirements it places on advertisers.  Key Points  AI Max is a new campaign feature in Google Ads that uses machine learning for automated ad placements and bidding. AI Max combines existing Google Ads features such as Broad Match, DSA, and automatically generated assets.  The focus is on maximizing conversions and conversion values. AI Max combines traditional search campaigns with AI-driven bidding strategies. Automation reduces management effort but requires clear goals, data, and high-quality assets.  Control is achieved through goal definitions and continuous monitoring of campaign performance. Introduction: What is AI Max?   Google continually develops its advertising platform, increasingly relying on artificial intelligence. With AI Max for search campaigns , a new campaign feature is introduced specifically designed for Google search. AI Max uses machine learning to automatically control ads, adjust bids in real-time, and increase the likelihood of conversions. The goal is to reduce manual effort and enhance the efficiency of search campaigns. How AI Max Works   Unlike traditional search campaigns, Google AI Max heavily relies on automation. Assets, including ad titles, descriptions, sitelinks, or extensions, are provided to the system. The AI combines these components independently and dynamically creates ads that optimally match the respective search query.  Additionally, the system continuously analyzes user signals like location, search history, or interaction patterns. This data is used to identify relevant target audiences and optimize ads in real-time. This makes campaign management significantly more precise and faster than manually possible. 1. Keywordless Technology: Search Ads Without Classic Keywords   A central element is the so-called “keywordless matching.” Instead of relying on exact or phrase match keywords, Google analyzes landing pages, existing assets, and user behavior with AI to serve appropriate search queries. This is reminiscent of Dynamic Search Ads functionality, but in an even more automated framework.  2. Text Automation with AI   The automatically created assets are another building block in AI Max. Google dynamically creates ad texts based on the website, previous ads, and other available data.   3. Final URL Expansion   With final URL expansion, Google may direct users to a different target page than originally set if the AI assumes a better conversion probability exists there. This feature is also based on known DSA campaign mechanics. Benefits of AI Max in Google Ads The introduction of AI Max offers several benefits for advertisers: Time Savings Through Automation : Manual adjustments of bids and ad texts are mostly eliminated. Higher Conversion Probability : Google itself states that AI Max can generate up to 14% more conversions on average. Extended Reach : Ads are no longer only triggered by classic keywords but can also cover additional relevant search queries.  Transparency : New reporting features show how AI makes decisions and what adjustments were made automatically. Despite the advantages, AI Max also carries risks. Automation can lead to unexpected and sometimes uncontrollable results. For example, AI may serve ads for search terms that do not directly align with the brand core or product, leading to irrelevant traffic and reduced efficiency. Another risk is that performance heavily depends on the quality of the provided assets and the data foundation. If these are faulty or insufficient, the AI may draw incorrect conclusions and steer the campaign in the wrong direction. In the worst case, this could result in wasted marketing budgets without achieving the desired results. Especially for clients with limited budgets and insufficient conversions, we currently do not recommend using AI Max. Challenges and Limitations   Reduced Manual Control : Many decisions are taken over by the AI, meaning fewer intervention possibilities.  Dependence on Data Quality : The AI can only work effectively if high-quality assets and precise conversion goals are provided.  Continuous Monitoring Required : Even automated campaigns must be regularly reviewed and adjusted to be successful over the long term. First Practical Insights: What Companies Achieve with AI Max   AI Max is not just a theoretical concept but already delivers real results, as proven by two early case studies from the beta phase that Google itself presents. Both L’Oréal Chile and the Australian provider MyConnect used AI Max and were able to make their search campaigns significantly more efficient.  L’Oréal Chile: Higher Conversion Rates at Lower Costs   The cosmetics giant used AI Max specifically to identify new keyword potentials and increase the relevance of its ads. With success: the conversion rate doubled while the cost-per-conversion decreased by a whopping 31%.  An example shows the potential: The campaigns suddenly targeted search queries like  “what is the best cream for facial dark spots”  – terms that would likely never have been covered with classic keyword strategies. AI Max thus helped to specifically address relevant long-tail intentions without manual setup.  MyConnect: More Leads Through New Search Impulses   The Australian company MyConnect was already using Broad Match and tROAS. Nonetheless, activating AI Max brought clear improvements:  16% more leads  13% lower costs per conversion  30% more conversions from novel search terms  Particularly intriguing: the strong increase in so-called “net-new queries” – search queries previously not covered by the existing keywords or assets. Here lies the real added value of AI Max: it recognizes opportunities that were not visible before. Best Practices for Using AI Max   For AI Max to be successfully used, companies should follow some principles:  Provide High-Quality Assets – Diverse ad titles and descriptions make it easier for AI to optimize.  Define Conversion Goals Clearly – The more precise the goals, the better the AI can control the campaign.  Conduct Regular Analysis – Despite automation, controlling metrics like ROAS, CTR, and conversion rate remains important.  Review Brand Keywords – It may be wise to exclude brand terms to reach new target groups instead of just serving existing search queries. Conclusion: Opportunities and Limits of AI Max   AI Max for Search Campaigns is a step towards greater automation in Google Ads. Companies can benefit from this technology if they strategically prepare their campaigns, set clear goals, and regularly monitor the results.  The AI does not replace a well-founded marketing strategy but complements it. When used correctly, AI Max can help use budgets more efficiently, reduce administrative effort, and enhance performance.  If you want to discover how AI Max or other innovative approaches to Google Ads with AI can help your company, we are here for you as experts in SEO , GEO, and SEA . Contact us today for a free consultation to revolutionize your online marketing strategy. FAQ: Frequently Asked Questions about AI Max   What is the difference between Performance Max and AI Max?   Performance Max covers all Google channels, while AI Max is specifically developed for search ads.  Is AI Max suitable for every company?   AI Max is best suited for companies with clear conversion goals that have enough budget to provide the AI with enough data for learning. For smaller budgets or very specific niche markets, a classic Google Ads campaign or a targeted SEO strategy may be more sensible.  How do I maintain control when so much is automated?   Control is exercised through assets, conversion goals, and regular analysis reports. These provide transparency and show how the AI is optimizing.  Can I exclude keywords?   Yes, excluding keywords is an important best practice. It helps ensure the campaign does not only target users already searching for your brand but also reaches new potential customers. 

LLM Content Focus: What ChatGPT, Perplexity, and Gemini Prefer

Aug 21, 2025

Nadine

Wolff

Category:

Artificial Intelligence

Header for a blog post about LLM and content: Robots at laptops

Standard search engine optimization was yesterday – today it's also about designing content in such a way that it can be found, understood, and integrated into responses by Large Language Models (LLMs) like ChatGPT, Perplexity, and Google Gemini.  Being cited as a source in AI-generated results not only benefits brand awareness but often also provides valuable backlinks.  However, each LLM has its own focus when it comes to selecting content. In this article, you'll learn how these three models work and how you can tailor your content to their preferences.  An Overview of the Three LLMs   Before we delve into specific tactics, it's worth taking a quick look at how the models function. Each LLM evaluates content according to its own criteria. ChatGPT scores highly with well-structured explanations, Perplexity prioritizes recency and sources, and Gemini uses strong signals from the Google Index and prefers structured and multimedia content. These differences determine which content you should prioritize.  ChatGPT – Creative & Dialogical Content  ChatGPT excels at reproducing content in a natural, human-sounding language. It favors text that is easy to read, provides clear explanations, and is organized in a logical structure.  Preferred Content: Storytelling, illustrative examples, step-by-step explanations  Style: dialogical, accessible, understandable to a wide audience Data Source: Mainly training data, with web access in the Pro version  Success Factor: Evergreen content that is mentioned on many trustworthy sites has a better chance of being included in the model   Perplexity – Research, Sources, Recency   Perplexity is an LLM with integrated real-time web access. The unique aspect: It always shows sources and directly links to them.  Preferred Content: Recent studies, statistics, professional articles, precise analyses  Style: factual, evidence-based, concise  Data Source: Live internet search + structured sources  Success Factor: Clear source citations, publication date, author, imprint – and content that directly addresses the question posed  Extra Tip: FAQ formats and How-To guides are particularly visible because Perplexity often presents answers in a Q&A structure   Google Gemini – Multimodal & SEO-Driven   Gemini is closely linked with the Google ecosystem and uses traditional search data to integrate content into AI responses. Additionally, it can combine text, image, video, and audio.  Preferred Content: SEO-optimized articles, rich snippets, structured data (Schema.org)  Style: informative, well-organized, with visual elements such as infographics or tables  Data Source: Google Search Index + multimodal analysis  Success Factor: Content that already performs well in organic Google ranking has a significantly better chance of appearing in Gemini   Content Priorities in Direct Comparison   There are significant differences between the models. ChatGPT prefers reader-friendly explanations, Perplexity demands recency and sources, and Gemini rewards SEO structure and media diversity. Use this matrix as a guide for your editorial plan.    Criterion   ChatGPT   Perplexity   Google Gemini   Type of Content  Explanatory texts, examples, storytelling Professional articles, data, primary sources SEO structured articles, media mix Recency  more evergreen very high high, based on Google Index Sources indirect via training data direct, visible links Google signals, rich results, markup Format Prose, Q and A sections FAQ, How-to, tables, lists H2 H3 structure, Schema.org, Multimedia Language dialogical, accessible factual, precise  informative, search-intention oriented Optimization Strategies for Each LLM   Even though best practices overlap, focusing on the specific preferences of the models is worthwhile. This way, you can garner more mentions and links.  Optimize for ChatGPT   Begin each key section with the most important answer, followed by brief justifications and at least one example. Explain technical terms in your own words, add a concise definition, and link to additional internal pages if necessary.   Structure is crucial. Use clear H2 and H3, frame frequent user questions as subheadings, and answer them directly in the first paragraph below. Add practical examples, checklists, and small sequences of steps. This increases the chance that passages will be used as complete answers.   Optimize for Perplexity   Build a clean source concept. Name primary sources, use quotes sparingly but precisely, and provide numbers with links and dates. Insert a brief summary with three to five key statements at the beginning of an article.  Make the publication date, author, and company information clearly visible. Regularly update content.   Maintain an FAQ block with real user questions and concise answers of 40 to 80 words. Include tables with important metrics. This increases the likelihood of being directly linked. Additionally, you can bundle in-depth resources and provide them in a resources section at the end.   Optimize for Gemini   Focus on proper on-page fundamentals. Optimize title and meta description, establish a clear heading hierarchy, and use Schema.org markup.  Build internal links with descriptive anchor text to thematically related pages, such as guide articles or service pages. Create media to foster understanding, such as an infographic with process steps or a table with pros and cons. Pay attention to E-E-A-T signals. An author profile with qualifications, references, and contact information builds trust.   Examples of Content Elements that LLMs Favor   Short definition at the beginning, maximum two sentences, directly related to the question.  Explanation section with a real-life example.   Mini checklist with three to five points that makes a task doable.   Table with criteria, such as comparison of methods, costs, or risks.   FAQ section with three to seven real questions.  These building blocks can be used in blog posts, service pages, and knowledge articles. In online shops, they can also function as supplementary guides on category pages.   Common Mistakes That Prevent Mentions   One of the most common mistakes is an unclear structure where users cannot find a direct answer at the beginning of a section immediately. A lack of sources or the use of outdated data also negatively impacts credibility.  If a topic is too broadly covered on just a single page, relevance decreases along with the chance of being mentioned. Furthermore, the absence of publication date and author leads to less trust in the content. Likewise, a lack of internal linking can result in crucial context signals being missed, causing LLMs not to rate the content as particularly relevant.  To avoid these hurdles, you should regularly review existing content, structure it carefully, and update it specifically.  Conclusion   Optimization for LLMs is not futuristic – it is already crucial to remain visible in the new search world.  ChatGPT prefers easily understandable, creative, and well-explained content  Perplexity relies on current, evidence-based, and source-supported content  Gemini accesses SEO-strong, structured, and multimedia content The requirements of ChatGPT, Perplexity, and Gemini vary – but with the right strategy, you can excel in all three models. We support you in developing content that is found, mentioned, and linked not only by search engines but also by AI systems. Get in touch now.    FAQ – Frequently Asked Questions About Content Focus   How do I know if my content is mentioned in LLMs?  With Perplexity, it's easy – sources are linked. With ChatGPT and Gemini, you can test this through targeted queries or monitor it with tracking tools.  Do I need to optimize separately for each LLM?  Yes, as the models have different focuses. However, there are overlaps, e.g., with clear structure and high source quality.  How often should I update content?  For Perplexity and Gemini regularly, as recency is a crucial factor. Evergreen content for ChatGPT should also be maintained. 

The AIO & GEO Platforms Report 2025

Aug 13, 2025

Axel

Zawierucha

Category:

Artificial Intelligence

Blog Article AIO and GEO Report

The digital marketing world is facing its biggest upheaval since the introduction of mobile-first indexing. Artificial intelligence, particularly in the form of generative answer machines, is redefining the rules of online visibility. In this comprehensive report, we analyze the landscape of AI Tools specifically developed for this new era, and provide you with a strategic compass to not only survive in the world of Generative Engine Optimization (GEO) but to win.  Critical Assessment and Classification of AI Tools   A critical assessment was conducted when integrating the new tools. Tools like Superlines, Rankscale.ai, Kai, ALLMO.ai, Quno, Finseo, Scrunch, SEOMonitor, Ayzeo, LLM Pulse (Generative Pulse), Deepserp, AI Peekaboo, and Evertune were identified as relevant GEO monitoring, content, or hybrid platforms and were integrated into the corresponding sections of the report. Other mentioned tools were deliberately excluded after careful review, as they do not align with the core focus of AI visibility analysis: Behamics is an e-commerce revenue platform, Advanced Web Ranking is a traditional rank tracker without explicit GEO functions, and 'Am I on AI' tools are AI content detectors (which check if a text was written by AI, not what an AI writes about a brand). This differentiation ensures that the report exclusively focuses on the most relevant and direct solutions for Generative Engine Optimization.  The Paradigm Shift in Digital Marketing: Generative Engine Optimization   The emergence of Generative Engine Optimization (GEO) represents the most significant paradigm shift in digital marketing since the introduction of mobile-first indexing. This report provides a comprehensive analysis of the GEO tool market, which is predicted to reach a volume of 7.3 billion USD by 2031. It outlines the bifurcation of the market into established SEO providers (SE Ranking, Semrush) and specialized startups (Profound, Otterly.ai), evaluates their capabilities, and provides a strategic framework for implementation. The key insight is that visibility in AI-generated answers is no longer optional; it is a critical, measurable, and optimizable component of modern brand strategy.  Understanding the New Search Paradigm – Generative Engine Optimization (GEO)   This section provides the strategic context by defining the transition from traditional SEO to optimization for AI-driven answer machines. It familiarizes readers with the new terminology, principles, and technical requirements necessary to compete in this evolving landscape.  Defining the Post-SEO Landscape: From Search Engines to Answer Engines   The fundamental shift in digital search behavior is transitioning from a list of links (Search Engine Results Pages, SERPs) to synthesized, conversational answers provided by generative AI models. This development fundamentally changes the customer journey and optimization goals. While traditional search engine optimization (SEO) focused on achieving clicks, Generative Engine Optimization (GEO) aims to receive citations in AI answers and influence the portrayal of one's brand within these answers. The current market landscape is characterized by a myriad of overlapping terms. For the clarity of this report, the following working definitions are established:  AIO (Artificial Intelligence Optimization): This is the broadest term, often referring to making content machine-readable.  AEO (Answer Engine Optimization): A more specific term that focuses on structuring content to answer direct questions. This targets featured snippets, "People Also Ask" boxes (PAA), and voice search. GEO (Generative Engine Optimization): This is the most current and relevant term. It encompasses the holistic practice of optimizing content and brand signals to appear in AI-generated answers on platforms like ChatGPT, Perplexity, and Google AI Overviews. This report will use GEO as the primary overarching term.   This shift is not just theoretical. The data confirms the urgency and importance of the topic. As of March 2025, 13% of all Google searches already triggered an AI Overview – a 72% increase over the previous month. Moreover, Gartner predicts that the volume of traditional search engine usage will decrease by 25% by 2026 and by 50% or more by 2028, as users increasingly switch to AI assistants.  The coexistence of multiple competing acronyms for a similar concept is a classic sign of an emerging, rapidly evolving market. This indicates not a marketing failure but rather evidence that the practice of AI optimization is solidifying faster than the industry can agree on a unified name.    Core Principles of GEO: A Strategic Framework for AI Visibility   The formalization of GEO as a concept in academic research provides a rigorous theoretical foundation. One of the key insights is that incorporating citations, quotations, and statistics can increase the visibility of a source in AI answers by more than 40%.  The E-E-A-T principles of Google (Experience, Expertise, Authoritativeness, Trustworthiness) are of paramount importance for GEO. AI models are explicitly designed to prioritize credible sources. GEO also requires a shift from isolated keywords to building thematic authority around entities (people, products, concepts). A critical tactic is obtaining unlinked brand mentions (co-citations) in authoritative content.      Metric  Traditional SEO  Generative Engine Optimization (GEO)  Primary Objective   Ranking on the SERP Being cited in the AI answer  Core Unit of Optimization   Website Brand/Entity Key Tactics   Keyword optimization, Backlinking Semantic Structuring, E-E-A-T signals, Co-citations Primary KPIs   Organic Traffic, Keyword Rankings Share of Voice, Mention Frequency, Sentiment Content Focus Long-form Articles  Snippet-ready, Structured Answers Authority Signals Domain Authority, Backlinks Expert Citations, Data Quotes, Reviews   The Technical Foundation: The Critical Role of AI-Friendly Schema and llms.txt    Schema markup is the essential infrastructure that makes content readable for AI systems. It provides explicit context and helps AI differentiate facts from filler.   Best Practices for AI-visible Schema:   Using JSON-LD: The format preferred by Google. Prioritizing Key Schema Types: Organization, Product, FAQPage, HowTo, and Article are particularly effective.  Mapping Visible, Real Content: Do not add schema for invisible content. Completeness and Accuracy: Fewer, but complete properties are better than many incomplete ones. The llms.txt file is emerging as the new standard – similar to the robots.txt – to provide clear guidelines to LLMs on using website content. It can be easily created with free online tools or WordPress plugins like AIOSEO . The robots.txt file, on the other hand, should be set up by experienced SEOs, as even small errors could, in the worst case, result in LLMs being completely excluded from access. Market Analysis and Future Outlook   This section offers a macro perspective on the GEO market, analyzing its size, growth drivers, and future development.   Market Landscape: Sizing the GEO Opportunity and Growth Forecasts   The global market for Generative Engine Optimization (GEO) services was valued at 886 million USD in 2024 and is expected to grow to 7.318 billion USD by 2031, at a compound annual growth rate (CAGR) of 34.0%. This growth is driven by the rapid adoption of AI-powered search by users. The discrepancy between the growth rates of the GEO market (34.0% CAGR) and the traditional AI SEO Tools market (12.6% CAGR) signals market disruption. Budgets will likely be reallocated from traditional channels. Those not investing in GEO risk the erosion of their existing search visibility.   Investments & Innovation: A Look at the GEO Startup Ecosystem   The high growth potential has attracted significant venture capital and led to the emergence of specialized startups like Profound, Otterly.ai, and BrandBeacon. These companies are designed from the ground up for GEO and are driving innovations in areas critical for AI Search Monitoring and AI search tracking , such as real-time brand monitoring in LLMs and sentiment analysis of AI answers.   The Future of Digital Discovery: Expert Perspectives   Experts agree: The change is irreversible. One of the main challenges is measuring GEO successes. Traditional metrics are losing relevance. New KPIs like AI Search Visibility , Share of Voice, and citation frequency are becoming established. LLMs provide "opinions, not lists". If a brand is not among the first mentions, it is practically invisible.   Comparative Analysis of AIO/GEO Visibility Platforms   This is the core of the report: a detailed, feature-based comparison of the key AI Tools on the market.   Evaluation Framework: Key Metrics and Capabilities   To fairly evaluate the tools, we defined a framework with the following criteria:  LLM & Platform Coverage: Which AI engines are monitored?  Core Visibility Metrics: What is measured? (e.g., Share of Voice, Sentiment)  Competitive Analysis: How well are competitors tracked?  Data & Analytics Capabilities: How is the data processed?  Action Orientation & Workflow: Does the tool assist in execution?  User-Friendliness & Target Audience: Who is it designed for?  Pricing & Value: What is the cost structure?   The Established: How SEO Suites Adapt to the AI Era   These players leverage their existing infrastructure to enter the GEO market.  SE Ranking AI Visibility Tracker: An all-in-one platform that combines traditional SEO and GEO. Ideal for SEO professionals and agencies looking for an integrated solution. Semrush AIO: An enterprise solution focused on large-scale benchmarking and unmatched data depth.  SEOMonitor: Specifically developed for agencies to optimize workflows with AI-powered tools. The Challengers: A Deep Dive into Dedicated GEO Monitoring Startups   This category represents the "pure" GEO platforms, which are often more innovative and agile.  Profound: A premium solution for businesses with real-time insights and advanced features like the "Conversation Explorer." Otterly.ai: An Austrian startup with a strong focus on brand safety and risk management. Peec AI: A specialized platform for global businesses with multilingual and cross-country support. Rankscale.ai: Offers an intuitive user interface and AI-generated suggestions for content optimization at the URL level.   Scrunch: Focuses on optimizing the AI customer journey, including journey mapping and persona-based prompting. ... and many more, detailed in the comparison table.    The Big Comparison Table of GEO Tools   Tool  Strategic Focus  Covered LLMs Key Metrics Pricing Model Ideal User Profile SE Ranking Integrated SEO + GEO Google AIO, ChatGPT, Perplexity, Gemini Mentions, Links, SoV Subscription (part of SEO plans) SEO Professionals, Agencies, SMEs Semrush AIO Enterprise Monitoring Google AIO, ChatGPT, Claude, Perplexity, Gemini  Mentions, Sentiment Subscription (Enterprise focus) Large Enterprises, E-commerce Brands  SEOMonitor   Agency Workflow Automation  Google AIO, ChatGPT, Gemini  AIO Visibility, GEO Tracking  Subscription (from €99/month)  SEO and Digital Marketing Agencies  Profound   Enterprise GEO Intelligence  ChatGPT, Perplexity, Gemini, Copilot, Claude  Mentions, Citations, SoV, Sentiment  Premium Subscription ($499+)  Enterprise Brands, Data-Driven Agencies  Otterly.ai   SME Brand Safety  ChatGPT, Perplexity, Google AIO  Rankings, Citations, Brand Safety Warnings  Tiered Subscription ($29+)  PR Teams, Brands in Sensitive Industries  Peec AI   Global GEO Analysis  ChatGPT, Perplexity, Gemini, Claude, Grok  Position Score, Sentiment  Tiered Subscription (€90+)  International Corporations, Global Agencies  Rankscale.ai   Actionable GEO Analysis  ChatGPT, AIOs, Perplexity, etc.  Rankings, Citations, Sentiment  Affordable Subscription (from €20/month)  SEOs seeking quick insights  Scrunch   AI Customer Journey Optimization  Leading LLMs (incl. Grok, Claude)  Sentiment, Competitive Position  Unknown  Agencies, Enterprise Brands  Deepserp   Technical GEO Audit  ChatGPT, Gemini, etc.  AI Crawl Behavior, Citations  Subscription (from $99/month)  Large Websites, Technical SEO Teams  LLMrefs   Freemium Visibility  Key LLMs  LLMrefs Score, Mentions  Freemium ($0 / $79)  Freelancers, Small Businesses  The Specialists: Niche, Integrated, and Hybrid Platforms   This category includes tools that have integrated GEO/AEO functionalities into their core offerings.  Wix AI Visibility Overview: The first major CMS with an integrated tool for tracking AI visibility, an extremely convenient solution for millions of Wix users.  Content & On-Page Optimization Platforms (Rankability, Surfer SEO, etc.): This group focuses on creating content that is structured and semantically rich enough to be cited by AI.  PR-Focused Platforms (LLM Pulse): These solutions highlight which media and sources influence a brand's representation in LLMs.  Strategic Implementation and Recommendations   This final section translates the analysis into an actionable strategy.   Choosing the Right GEO Platform: A Needs-Based Decision Matrix   Selecting the right tool depends on your specific goals.  User Profile  Primary Goal  Top Recommendation(s)  Alternatives  Enterprise Brand Manager Comprehensive Brand Monitoring Profound   Semrush AIO, Peec AI  SEO Agency   Scalable Client Management  SE Ranking   SEOMonitor, Semrush  SME/Startup Owner   Cost-Effective Visibility Tracking  Otterly.ai   Rankscale.ai, LLMrefs  Content Marketer/Strategist   Creating AI-Optimized Content  Rankability   Surfer SEO, Finseo  Technical SEO   Monitoring AI Crawling Capabilities  Deepserp   ALLMO.ai  Building a GEO-Centered Content Strategy: From Audit to Execution   Step 1: Define Requirements & Test Tools: Set your goals and test a shortlist of tools.  Step 2: Conduct Baseline Audit: Use a tool to measure your current AI visibility and identify gaps.  Step 3: Integrate Analytics: Connect GEO data with web analytics (e.g., GA4) to measure ROI.  Step 4: Implement Technical Foundations: Create AI-friendly schema and an llms.txt file.  Step 5: Execute Content Strategy: Create structured, authoritative content that directly answers user queries.  Step 6: Monitor, Iterate, and Report: Continuously track performance and refine your strategy.    Concluding Analysis: Mastering Visibility on the AI Search Front   The synthesis of the findings shows: The GEO tool market is dynamic and bifurcated, yet the underlying principles focus on E-E-A-T and structured data . The shift from search to answer engines is irreversible, making investments in this area a strategic necessity. The most successful approach will be a hybrid: combining in-depth monitoring features of specialized AI Tools with the optimization features of AEO-focused platforms. The winners in the next era of digital marketing will be those who master the art and science of being the most credible, citable, and machine-readable source of information in their field.  Ready for the New Search Reality?   Take advantage of the first-mover advantage in Generative Engine Optimization. We support you in making your brand visible in AI answers – with a well-founded GEO strategy, tool setup, and content optimization.  Talk to our experts and secure your AI visibility of tomorrow!  

Find SEO Keywords and Develop a Keyword Strategy

Jul 30, 2025

Julien

Moritz

Category:

SEO

The magnifying glass displays the term Keywords in full screen

Keywords have been an important foundation of search engine optimization from the beginning. But their role has changed, just as the way we use them has, not least due to the increasing dominance of artificial intelligence (AI). We are convinced that keywords are still very important, so this guide will teach you how to find keywords, what to look for when choosing keywords, which tools you can use, and how to optimally use keywords in SEO. What are keywords? In search engine optimization, we refer to keywords or key phrases as the terms or phrases that users enter into search engines in order to find answers, information, content, or products. We use these terms on websites in certain elements to increase the probability of achieving good positions in search results. In SEA (e.g., Google Paid as opposed to SEO = Google Organic), we bid on keywords to display ads for those terms in search results. To make the topic more illustrative, we explain all the points in this blog post using a specific example: a fictional bicycle online shop or bicycle store with a website, namely the topic "bicycle" or "buying a bicycle". The graphic shows a small selection of different relevant related keywords for this topic: Types of keywords We differentiate between different types of keywords. This distinction plays a role in the strategic direction of our content and the priority we give to those keywords. By length: Short Head & Long Tail Keywords In general, there are two different types of keywords that are defined by their length: Short Head Keywords are short, very general terms that generally have a very high search volume but also correspondingly high competition. The intention behind these keywords is not clear. For example: "bicycle" is a Short Head keyword, which can imply a search for information, such as (what types of bicycles are there?), as well as a purchase intention or even a search for images. Long Tail Keywords , on the other hand, are longer, specific phrases or questions. Depending on the topic, the search volume and competition behind them are significantly lower, and the intention is generally clearer. For example: "best e-bikes 2025" or "buy cheap used kids’ bicycle" or "how to patch a bicycle tire?" In addition, you can define " Mid Tail Keywords " that lie between these two types of keywords. By intention: Information, Navigation, or Transaction? Another important classification of keywords is the intention behind the search query: Informational keywords indicate a search for information. These can be the beginning of the user journey, the first step on the way to a purchase. For example: "trekking bike vs. city bike" or "what to consider when buying a bicycle?" Navigation Keywords point to the search for a specific brand, website, or product. For example: "Decathlon bicycles" or "Cube E-bikes". Transactional keywords show a purchase intention. Users are looking for an online shop or a local buying opportunity. For example: "buy trekking bike" or "order gravel bikes". In addition to these classifications, there are other characteristics of keywords, such as search volume (how often is the term searched per month?) or the "Keyword Difficulty" calculated by many SEO tools (the difficulty of ranking in top positions for this keyword in search results). Why are keywords important in search engine optimization? Keywords reveal which terms (and topics) are searched frequently. To improve visibility in search results for relevant keywords, we use these terms on the respective pages. This way, we show search engines that a page (URL) is relevant for a specific topic and the associated terms. Therefore, we research and analyze keywords as the basis of content optimization - to know how and what to optimize. What is the significance of keywords in the age of AI? Are keywords still important in the age of AI? Let’s take a look back and take a short journey through SEO history. The role and significance of keywords have constantly evolved over the last few decades: While about 20 years ago keywords had to be used in their exact form to rank well, Google's language understanding developed over the following years. Various grammatical forms, singular and plural, were recognized as identical terms. Similarly, the connection between synonyms and related terms was recognized - it became about semantics instead of exact keyword matching. We have not been thinking in pure keywords in search engine optimization for many years. Instead, we optimize on topic clusters, naturally supported by keywords. Keywords are still used as the basis, but the context behind them has become significantly more important. A sign of this is that Google often displays websites optimized for a synonym for search queries - Google recognizes that terms mean the same thing. In addition to the clusters, another term has become important: the entity. An entity is a uniquely identifiable object or concept, such as a person, a place, a process. An indication of what Google identifies as an entity includes, among other things, the Knowledge Graph in search results or suggestions for topics or concepts. This can be seen in the example "pedelec": These connections between topics or terms also play a role in AI SEO . Keywords are far from dead; they still serve an important purpose even in the AI age: Keyword analysis helps you understand the terms your (potential) customers use - and to speak the same language as your target audience. Keywords, especially “long tail keywords” like questions, help you better understand the intentions and problems of your target audience and offer corresponding content. Keywords still underpin entities and topic clusters, only they are not used as strictly as they were years ago. It is more important to cover the topic comprehensively and satisfyingly for customers, to meet the intent, and to present yourself as an authority to users and search engines. Keyword analysis - Finding keywords in 3 steps How do we find keywords for our keyword and content strategy? Depending on resources and available time as well as the topic, a keyword analysis can be a complex task. The more general the topic, the more extensive the analysis and the more subtopics and keyword clusters are found. It is easier to research keywords for a single page and a very specific topic. 1. Brainstorming Ideally, you are well-versed in your topic for which you want to find keywords. The first step is always a rough brainstorming session where you jot down all subtopics, terms, and questions related to your topic. With this, you have the first foundation for your analysis on which you can build. If you want to research keywords for an entire website, think of these terms, for example: Your brand name (depending on its popularity, there may be a relevant search volume behind a brand name) Your industry (e.g. bicycle online shop) Categories (e.g. e-bikes, city bikes, mountain bikes, road bikes, kids' bikes, bikes for seniors, accessories, etc.) Brands (e.g. Cube Ebike, Bergamont Bicycle) Products or services (specific product names of bestsellers, e.g. cube kathmandu hybrid pro 750) Frequently asked questions about products or categories (e.g. which bike for commuting) 2. Analyzing keywords on the website If you already have a website or an online shop, you should establish a status quo: for which terms are you already (well) found, and through which terms do you get clicks and impressions? To do this, analyze the terms you find in the performance report in Google Search Console, and for which you get many impressions or clicks and add them to your brainstorming list. If you have access to a professional SEO tool, you will find all keywords for which your domain has a position in the top 100 here. You can filter these keywords by search volume or positions and export this list. This way, you find out where there is already potential on which you can build optimization. Particularly interesting here are the so-called "threshold keywords" - keywords that are "on the verge" of a certain area. Usually, this refers to - depending on the definition - keywords between 11 and 20, which are just before the top 10, or keywords starting from position 4 or 6, which are on the verge of the top 5 or top 3. 3. Keyword research After you probably already have a long list of keywords, it's time to research additional terms. A wide variety of sources and tools are available for this. If you want to conduct particularly comprehensive research, you can use all tools, but you can also focus on just a few if you have identified a sufficient number of keywords through these. Tools for keyword research The bad news first: Good keyword tools that you can work with effectively are always chargeable. Free versions generally limit the number of results or queries per day. You have to enter each keyword individually, instead of analyzing a list of terms, and the filter and export options are mostly restricted or unavailable. Professional SEO tools usually come with a keyword tool where you get important information for your entered terms, such as monthly search volume, as well as related terms that you can cluster and further analyze. Some of the most well-known tools include: Semrush, Ahrefs, Sistrix, Surfer SEO, or the KWfinder from Mangools. Free, limited options are available, for example, through Ubersuggest or Answerthepublic. Both tools offer a paid version as well as free research options. A unique feature of answerthepublic is the focus on long tail keywords. If you run ads on Google Ads, you can use the Google Keyword Planner, which gives you search volume, CPC, and competition for each keyword. Further sources to find keywords Besides the classic keyword tools, there are a whole series of other sources available to find keywords. These include: Google Suggest: Terms suggested by Google when entering terms in the search box Google related terms under search results Google Trends: Development of interest over time, but only for frequently searched terms Questions in Google search results Social Media Hashtags on relevant platforms such as Instagram, TikTok, Pinterest, etc. YouTube Autosuggest: Suggested terms when entering a word in the search Topics on platforms with user-generated content such as Reddit Thesaurus like Woxikon All these screenshots are included, check if you want to use all of them or just a few and how you want to present them: Google Suggest: Google Trends: YouTube Suggest: Woxikon: Google Questions: People also search for in Google: Keyword Gaps A very valuable analysis is the so-called "Keyword Gap Analysis", where you compare your website or online shop with one or more relevant competitors. Here, not only direct competitors are relevant (in our example other bicycle online shops), but all websites that are present for your topic in the search results (for example, an online magazine about bicycles). Using a professional keyword tool, the domains can be compared, and you receive a list of keywords for which your competitors are already ranking in the search results, but your domain is not yet. From this, opportunities arise to expand the website or shop, for example, to include new subcategories or new blog posts. Create a keyword strategy What do you do now with the many keywords you have found through the various sources? The first step is always to cluster these keywords thematically to get a better overview. These clusters can, for example, be oriented along the structure in your online shop and the type of page: Homepage Keywords (most general terms and brand, e.g. bicycle online shop) Categories (e.g. mountain bikes, road bikes, kids' bikes, etc.) Subcategories (e.g. 16-inch bikes, dirt bikes, folding bikes, etc.) Product keywords (e.g. Cube Agree c62, Bergamot Sponsor Tour S, etc.) Guide keywords (e.g. what to consider when buying a bike, what is a trekking bike, adjusting hub gears, etc.) FAQ -Keywords (e.g. what frame size for a bike, how long does an e-bike battery last, etc.) What makes a good keyword? Out of the large number of keywords you have researched and clustered, you will not be able to use all of them. Therefore, it is important to evaluate and prioritize these keywords. Various criteria are important for this, and prioritization also depends on your strategic goals and your industry: Relevance: all keywords must be relevant to your business (if you don’t sell road bikes, the keyword "buy road bike" is irrelevant) Search Volume: a higher search volume means a higher probability of generating traffic. However, for niche industries, search volume is not the decisive factor. A more suitable keyword with a lower search volume can be more valuable than a more general one with high search volume. The goal is to find the optimal balance. The intention behind the keyword: The intent behind the search query must always match what users find on the page. Keywords indicating purchase intent (e.g., "buy mountain bike") are less important for a pure online magazine than informational keywords. Conversion probability: For an online shop, keywords with a relation to purchases are particularly valuable, as they are more likely to lead to a conversion than informational keywords. The more specific the term (for example, a product name), the higher the chance that someone will buy. Keywords for blog posts usually do not detract from this point. The competitive situation: Keywords with high competition (for which many large domains rank that have been on the market for a long time and have built up trust and authority) can be too big a challenge for new domains or smaller websites at first. It can take years to rank well for highly competitive keywords. Instead, keywords with less competition can achieve quicker results. Possible existing rankings: It is generally easier to improve keywords for which there is already a ranking, than to be found for brand new keywords. This is particularly true for keywords in threshold positions. Summary: a good keyword Has high relevance for your business Has relevant search volume Covers the appropriate intention Has a high conversion probability Has low to medium competition May already have existing rankings that can be improved. There is no blueprint for assessing and prioritizing keywords and creating a keyword strategy that can be applied to every industry and company. It requires both experience and a general company and marketing strategy to which the keyword strategy is adapted. We can therefore only give you suggestions at this point but are happy to support you in creating a professional keyword strategy! Keyword Mapping The most important step in the keyword strategy is creating a so-called keyword mapping. This involves assigning keywords to target pages (either existing pages or newly planned pages). It’s important: For each important keyword, exactly one page is defined that should rank for it Each important page is assigned a keyword set of 1-2 main keywords and several secondary keywords This setup prevents multiple pages from competing for the same keyword (the result can be that neither page ranks if Google is unsure which is the more relevant page - the so-called “cannibalization”). You can also identify which important keywords still lack a suitable target page. Based on this keyword mapping, you can then plan and optimize your content. Content Strategy Once we have assigned the keywords to the appropriate, existing, or new pages, we can create an editorial plan from them, in which all topics are included, for which we need to optimize pages or create new texts. For example, with bicycles, this could include these texts and pages: Children’s bicycles : the category page for children is supplemented with a guide, a product comparison, and buying advice. Buy bicycle under 500 dollars : either a category page or a filter page with the appropriate criteria or a blog post with a product comparison Best bike for beginners : blog post with a product comparison and buying advice Buy a bike with hub gears : the appropriate category page is supplemented with relevant content (comparison of hub gears and derailleur gears, advantages of hub gears, most popular bikes with hub gears, etc.) What to consider when buying a bicycle : guide article for the blog with an overview of different types of bicycles, criteria for purchase (usage, size, features, etc.), online purchase vs. local purchase, etc. Buy bicycle in #city : landing page of the own local shop with an overview of the assortment, address, maps, opening hours, etc. Using keywords The use of keywords could fill another long article, so we would like to give you an overview of the most important elements on a website or in an online shop where you should use keywords: In the metadata (page title/title tag and meta description/page description) In the headlines In the text In filenames of images and image descriptions In internal links Caution: Avoid keyword stuffing! One of the biggest mistakes in using your researched keywords is repeating the same keywords too often. If your text sounds unnatural because you've stuffed it with too many identical or similar terms, no one will want to read it, and search engines will likely evaluate it as "keyword stuffing." Make sure you always write content for users. Use synonyms and related terms and avoid pure lists of keywords or even grammatically incorrect use of terms just to cover a keyword exactly. The focus is on providing relevant, helpful content for your target audience, using relevant keywords naturally! SEO vs. SEA Keywords Effective SEO keyword strategies also benefit paid channels. Many synergies can be created between SEO and SEA (especially Google Ads), for example, by using the same keywords for organic optimization and paid ads and occupying two positions in search results with your website: one paid and one unpaid. A keyword and content strategy for search engine optimization can also be used in the SEA area SEA can also be used nicely for A/B testing ad texts and CTAs (call-to-actions) that can be used in the metadata (page title and meta description). Also, optimizing page content and using the most searched keywords helps for SEA - for example, to improve the quality score and pay low click prices. To gain the greatest benefit, the insights of both channels can be combined - which is why a company greatly benefits when SEO and SEA are in one hand. Incidentally, at internetwarriors, we have both long-standing SEO and SEA expertise in the team! A tailor-made keyword & content strategy for you Finding the right keywords and deriving an effective strategy that matches your business goals can be a challenge. The SEO experts at internetwarriors are happy to assist you. We analyze your website, your industry, and your potentials, research the appropriate keywords, and create an individual content strategy for you. We are also happy to help you optimize the content or create new content or train you and your team on how to use keywords effectively - even in the age of AI.

Server-Side Tracking - An Overview

Jul 16, 2025

Halid Osmaev

Halid

Osmaev

Category:

Web Analytics

Banner for a blog article - Woman sitting in front of a screen

Server Side Tracking is the new standard. A significant advantage is the control provided over the data flow, especially user data. In this article, we discuss Server Side Tracking using Google Tag Manager as an example and review its benefits and which user data is sent. But first, the important question: What is Server Side Tracking? In short: Server Side Tracking is a data collection method where the tracking information is processed not in the browser but directly through the server of the website operator and forwarded to analysis or marketing tools afterward. The traditional tracking method is Client Side Tracking (CTS) , where a code snippet is embedded in the page, for example, via the Google Tag Manager. This sends event data directly to third-party services like Google Analytics 4, Meta Ads, etc. However, control over the sent user data (IP address, demographic data, etc.) is limited to the adjustments offered by the tool. Additionally, a third-party cookie is usually set, resulting in loss of data amount and quality.   Figure 1: Comparison of Client-side and Server-side tagging With Server Side Tracking (SST) , all data is first sent to a private server, where, for example, the Server Side Google Tag Manager is running. This ensures that there is no undesired data transfer occurring on the website with the users. This transfer happens only in the Google Tag Manager Server Side. However, this can then be adapted to a data protection-compliant standard by clear insight into the data and further configuration options like transformers . Server Side Tracking vs. Client Side Tracking The traditional Client Side Tracking (CST) is still widespread but increasingly reaching its limits. In CST, tracking scripts are executed directly in the user’s browser, sending data like page views, clicks, or conversions to third-party tools. However, this approach is very susceptible to modern tracking protection measures such as ad blockers, VPNs, intelligent tracking prevention (ITP) in iOS/Safari, and various data protection regulations. In contrast, Server Side Tracking (SST) uses a different approach: Tracking data is no longer sent directly from the browser to external tools but first to the server. This acts as a proxy or central data hub through which all tracking requests run. The server request is treated similarly to an API request and is thus less vulnerable to blocking . Additionally, all data processing takes place within one's infrastructure , significantly reducing the risk when dealing with data protection authorities. Another difference lies in the use of cookies: While Client Side Tracking relies on third-party cookies – which are increasingly blocked by browsers – Server Side Tracking prefers first-party cookies , considered more trustworthy and stable. Why is Server Side Tracking now standard? While Client Side Tracking is increasingly losing its effectiveness due to growing restrictions, Server Side Tracking offers a future-proof, high-performance, and privacy-friendly alternative – with significantly higher data quality and control for companies. Overview of the benefits of Server Side Tracking: More data control : Unlike the specifications of external tracking tags, companies with SST retain full control over the collected data. Higher data quality : SST can often bypass ad blockers and tracking protection measures, typically leading to at least 12% more data. Performance advantages : Instead of addressing many individual tracking tools directly from the browser, only one server is contacted – conserving resources and improving website load time. Data protection compliance : By processing exclusively within their server structure, companies can better respond to legal requirements. Server Side Tracking and Data Protection Regulations Server Side Tracking offers not only technical advantages but also a significantly better basis concerning data protection laws. The main legal regulations in the European area are the GDPR, the TTDSG, and the EU-USA Data Privacy Framework.  An overview: General Data Protection Regulation (GDPR) The General Data Protection Regulation ( GDPR ) mandates that personal data – which can be traced back to a real person, such as name, email address, or IP address – may only be collected and processed with the explicit consent of the users (e.g., through a cookie banner). It has been applicable in all EU member states since May 25, 2018, forming the central legal framework for handling personal data in the European area. The GDPR requires companies to inform transparently which data is collected for what purpose and how long it will be stored. Additionally, users must be able to object to processing or revoke consent at any time. For tracking, this means: No data may be collected or shared with third parties without clear and voluntary consent – even if the technology allows it. Violations of the GDPR can result in hefty fines. Server Side Tracking offers the advantage that data collection, storage, and sharing can be centrally controlled and better documented – facilitating GDPR-compliant implementation. Telecommunications-Telemedia Data Protection Act (TTDSG) The TTDSG (Telecommunications-Telemedia Data Protection Act) supplements the GDPR specifically for online services and stipulates that no arbitrary user data , especially through cookies or similar technologies, may be stored or read without prior consent . The law came into force on December 1, 2021, merging central data protection requirements from the GDPR and the German Telemedia Act (TMG) as well as the Telecommunications Act (TKG).  For online tracking, this means: Even setting a cookie that is not purely technically necessary requires active, informed consent from users, for example, through a consent banner. Tracking methods attempting to create user profiles without consent – even through technologies like fingerprinting – are prohibited under the TTDSG. This tightens the requirements for data-driven online marketing measures and underscores the necessity to make tracking privacy-compliant and transparent – something that is much better controlled with Server Side Tracking. EU-USA Data Privacy Framework Particularly relevant for international companies is the new EU-USA Data Privacy Framework , which facilitates transatlantic data transfer and has been in effect since summer 2023. Previously, it was problematic to send personal data to US services because US authorities had extensive access to it by law. The new agreement creates more legal certainty when US services like Google or Meta are used – but only if the services are certified under the new framework. These are just a few of the laws affecting tracking. Therefore, an understanding of user data is important. Conclusion: Why does Server Side Tracking offer more data protection compliance? Server Side Tracking allows the entire data processing to initially run through one's server infrastructure. This means: Tracking occurs not directly with the users but only after explicit consent and under full control of data processing on one's server. This allows the requirements of data protection laws to be better implemented, such as targeted anonymization , pseudonymization , or restriction of data sharing with third parties . Overall, Server Side Tracking enables a more data protection-compliant handling of user data, allowing companies to maintain oversight and control – which is essential under the current regulatory framework. What user data is sent with Server Side Tracking? The good news: Only the absolute minimum. What does this mean? Using Google Tag Manager as an example: When an event on the page, like a click, is triggered, an HTTP request is sent to the Server Side Google Tag Manager . Naturally, HTTP header information is sent along. This includes, among others: Time IP address Page URL Approximate location (by IP address) Operating system Browser Resolution Device Additionally, there are other parameters specifically related to configuration. Detailed information can be found in the documentation at [ https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers ]. There are also parameters automatically captured by Google Tag for campaign optimization, which include: utm_source utm_medium utm_campaign utm_content utm_term and the Click ID It should also be ensured which data is user-defined sent with the Google Tag Manager configuration. In the Server Side Google Tag Manager, users can configure precisely through the use of transformers, which specific data should be forwarded in what form and which should be withheld. However, for a data-secure implementation, the conclusion should be: “ Track only as much data as needed .” The challenge is to limit tracking to what is necessary without incurring disadvantages. We set up correct Server Side Tracking for you The Internetwarriors are a team of experts in various fields of online marketing. One of our main focuses is web analytics and Server-Side Tracking (SST). With extensive expertise and a profound understanding of the latest trends and technologies in digital analytics, we offer tailored solutions to optimize our clients' online presence. We are thus a valuable partner for you when you want to set up professional tracking that provides all the data you need for strategic decisions and monitoring your online marketing activities. Contact us now without obligation !

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Local SEO & AI Visibility: The most important steps for your GEO strategy

Oct 20, 2025

Julien

Moritz

Category:

SEO

Banner for a blog post: Smartphone with open ChatGPT application

The search world is changing rapidly. AI and LLMs like ChatGPT or Google AI Mode influence how businesses are found. To remain visible locally, companies must adapt their strategies and understand vital measures for local GEO and SEO. These measures are crucial for local businesses to effectively connect local SEO and GEO in a comprehensive strategy. Key Points at a Glance The combination of local SEO and GEO content is crucial today for maximum visibility. Business profiles, reviews, off-page actions, and a solid technical foundation are the basis for local discoverability. AI and LLMs are transforming the search landscape: content must be machine-readable, semantically structured, and aligned with the customer journey. Targeted link building and AI-optimized content are the most important actions. With prompt monitoring and new KPIs, sustainable success becomes measurable. Build a Prompt Database – Our Matrix A central success factor for local SEO and AI visibility is aligning content with the customer journey. Why is this relevant? Users are in different phases of decision-making and have varying content requirements. Aligning your content strategy ensures your brand is mentioned in AI-generated responses or that your website is used as a source for these answers. We have developed a matrix for creating this prompt database. Aligning content with this matrix targets users at each phase of the customer journey, sustainably increasing visibility. The process begins with the Discovery & Awareness Phase . Here, users seek general knowledge, want to understand a problem, or learn about a solution. Companies should showcase their authority, provide step-by-step guides, and present their solutions at this stage. In the Consideration Phase , users compare different offers and weigh the benefits. Here, it's important to build trust, highlight the strengths of your own offerings, and positively portray products in comparison. The Decision Phase is characterized by a clear intent to purchase. Content should contain a direct call-to-action, guiding users to the desired transaction. Finally, there are AI-specific Intents . Users give specific commands or want to initiate automated processes. It is important to position your brand within the context of such automated processes and provide solutions for specific tasks in this phase. SEO keywords can be a strong foundation for creating prompts. This ensures that the SEO and GEO strategy work hand in hand. The created prompt database should then be integrated into a monitoring tool to provide an overview of current visibility in AI and search engines. This will lead to measures to revise existing content and identify potential for new content. Local GEO and SEO: What Really Matters Today SEO and AI visibility are particularly important for local businesses today. Companies that implement the right measures for local GEO and SEO remain consistently visible to potential customers and AI systems. Structuring Content for Machine Readability A clean and structured technical implementation is indispensable for the digital visibility of local businesses. For search engines and AI models to optimally capture and display content, the website should be built with clean HTML and semantic tags like <article> and <section>. Additionally, it is advisable to use special markups like FAQ or HowTo structures to make information even more accessible for search engines and AI. The following GEO Formula has proven effective: Relevant user questions are formulated as headings (H2). Directly below, a precise and clear answer follows. Subsequently, further information is offered to delve into the topic or explore additional aspects. This clear structure helps not only users but also ensures that search engines and AI systems better interpret and display the content. Creating Locally Relevant Content City-specific case studies, customer reports, local events, and the integration of landmarks and neighborhoods are especially effective. Such content not only creates closeness to the target audience but also highlights the company's local expertise and presence. Another crucial aspect is the regular use of local keywords (service + city) in website texts. This establishes a clear link between location and services offered, enhancing SEO and LLM visibility. The content should cover various user intents along the customer journey (see Prompt Matrix). In this way, potential customers are specifically targeted and accompanied in each phase. It is important to integrate real user questions into the content. By directly answering frequently asked questions, the relevance of the website for search engines and AI models increases. Heed "Old" Foundations for Local SEO Also for Local GEO A complete business profile on Google and Bing is the foundation for a strong local presence. The more information provided, the better search engines and AI models can classify and display the business. It's equally important to actively seek customer feedback and collect reviews. Positive feedback strengthens credibility and directly impacts local visibility in AI, LLMs, and search engines. Furthermore, registering the business in relevant industry directories increases discoverability and reach. Additionally, targeted branded traffic from social media creates a healthy signal to search engines and AI systems. Active communication and interaction on social platforms create additional credibility and sustainably support local visibility. Link Building in Times of AI Language models generally do not search and compare individual services or products on their own. Instead, they often refer to comparison sites, user reports, and similar sources for recommendations. This presents a valuable opportunity for businesses: strategically building backlinks on such platforms increases the likelihood of being considered in AI-generated answers and recommendations. This boosts AI visibility in LLMs and simultaneously increases the website's relevance for search engines through quality backlinks. Platforms can be identified and prioritized through the selected tool with prompt monitoring. The rule of thumb is quality over quantity: posts that are frequently cited by LLMs are more valuable than those rarely used by AI. Optimize Existing Content for Real User Questions If your domain is already visible in organic search results, it is worthwhile optimizing content specifically for real user questions. Such questions can be identified, for example, using Google Search Console by filtering search queries containing typical question words. We use the following regex filter: ^(how|what|why|when|where|which|who|why|for what reason|how much|whereby|wherewith|by whose)\b Figure 1: Regex filter in Google Search Console Figure 2: Search queries with the regex filter in Google Search Console It is essential to clearly and helpfully answer these questions directly under an H2 heading. This makes the content more attractive to users and also easier for search engines and AI models to understand. If you already have a chatbot on the website, questions asked there can also be a good indicator that they are frequently asked to ChatGPT & Co. Thus, it is also worth answering these questions in the content to be used as a source by LLMs and expand visibility in AI. Establish New GEO KPIs Although traditional SEO metrics like increasing clicks or traffic were long central, they are no longer the sole focus. Many companies are experiencing declines in search engine traffic as AI models and LLMs increasingly provide direct answers, and users click through to websites less frequently. The traffic from LLMs can seldom fully compensate for these losses. However, the quality of this traffic often turns out to be significantly higher, increasing the conversion rate. To specifically measure the visibility of local businesses and the success of your actions, it is advisable to combine proven SEO KPIs with specific GEO KPIs. These include, for example, the Brand Mention Rate, which indicates how often your brand is mentioned in important prompts (e.g., over 40%), the AI Platform Coverage, indicating presence on several relevant LLMs (e.g., more than five), and the Brand Search Uplift, denoting the rise in brand search queries after comprehensive GEO measures (e.g., over 25%). This creates a holistic picture representing both the reach and quality of visibility in traditional search engines and AI-based systems. Conclusion: Local Visibility in LLMs and Search Engines The local visibility of businesses in LLMs and traditional search engines is now significantly determined by the intelligent combination of SEO and GEO strategies. Implementing the key measures ensures presence in both search engines and AI-based systems. The rapid development of AI and LLMs changes the demands on businesses: optimizing only for Google is no longer sufficient. It is crucial to make your brand and offerings visible in AI-generated answers and recommendations. Acting now and aligning your strategy holistically ensures a sustainable competitive advantage in local search. Here you find the appropriate checklist on the topic FAQ - Frequently Asked Questions How can I find out if my local business is already visible in AI-generated responses? To check visibility in AI responses, it is recommended to establish prompt monitoring with specialized tools. These tools show if and how often your brand or website is mentioned in responses from LLMs like ChatGPT or Google AI Mode or used as a source. What role do structured data play in AI visibility? Structured data help AI models better understand and display content. They are crucial to be considered as a source for AI responses and should therefore be used consistently. Are AI-optimized contents also relevant for traditional search engines? Yes, content optimized for AI models—through semantic structure, FAQ markup, and answering real user questions—are also better understood and displayed by traditional search engines. We recommend optimizing prompts based on significant SEO keywords. This ensures optimal combination of local SEO and GEO. How often should I update my content to remain relevant to search engines and LLMs? The search and AI landscape evolves rapidly. It is advisable to review the prompt database and key content at least quarterly and update as necessary to address new trends and user queries early. However, the timeframe can vary and depends on how dynamically the industry continues to develop. Which mistakes should I avoid in local search engine and AI optimization? Common mistakes include incomplete business profiles, missing local keywords, technical structures based on JavaScript and rendered client-side, lack of user question integration, and neglect of monitoring and KPIs.

Transparency in Google Ads: How to Properly Utilize Performance Max Channel Reporting

Oct 10, 2025

Josephine

Treuter

Category:

Search Engine Advertising

Banner for a Blog Post: Colorful Laptop Performance Max Reporting

Google Ads is one of the most efficient ways to increase a company's reach and achieve targeted conversions. However, in times of AI and automation, the way campaigns are managed and evaluated is also changing. With the introduction of Performance Max campaigns, Google has created a new approach: all channels, from Search to YouTube to Shopping, are bundled into a single, fully automated campaign. This promises maximum efficiency, but at the same time makes it more difficult to trace through which channels the conversions are actually generated.  For a long time, it was unclear which channel contributed what to the campaign's performance. Those who needed this information had to resort to technical scripts and complex workarounds - an effort that overwhelmed many teams. With the new Channel Performance Reporting, this changes fundamentally, allowing results to be evaluated per channel. In this article, we'll show you how to make the most of the new reporting, which best practices have already proven themselves, and how to make better decisions with more transparency. As an experienced Google Ads agency, we provide you with practical tips directly from everyday life at internetwarriors.   The Essentials in Brief   Performance Max bundles all Google channels into one campaign. The Channel Reporting now provides the necessary transparency. You can see how Search, Display, YouTube, Discover, Maps, and Gmail perform individually.  The reports can be segmented by ad format, status, or targets like CPA or ROAS.  The new reporting allows you to identify optimization potentials more quickly and control them more precisely.  The status section helps with technical issues and offers recommendations for action.  What Exactly Is a Performance Max Campaign?   The Performance Max campaign , or PMax for short, is an automated campaign format in Google Ads available since 2021. It allows ads to be played simultaneously across multiple Google channels such as Search, Display, YouTube, Gmail, Discover, and Shopping, all in a single campaign. Unlike traditional campaigns, PMax relies on Google AI for ad delivery and optimization. Based on goals such as conversions or revenue, the system independently decides which ad to show to which user on which channel. For advertisers, this means less manual control and more focus on high-quality assets and strategic goal setting. With the new Channel Performance Reporting, it is now finally visible which channel contributes what to the overall performance, and this is an important step toward more transparency and control.  Why Transparency in a PMax is so Important  Performance Max campaigns offer many advantages: They bundle all Google channels into a single campaign, use AI for automated delivery, and promise maximum efficiency. However, this very automation brings a central challenge: a lack of transparency. It was long unclear through which channel a conversion actually occurred. This was a problem for anyone wanting to optimize their campaigns based on data. Without channel-specific insights, it is difficult to make informed decisions: Should more budget flow into YouTube or Search? Do video ads work better than text ads? Which audiences perform on which platforms? The answers to these questions are crucial for effective campaign management, and this is where the new Channel Performance Reporting comes in. It provides the necessary transparency to evaluate the performance of individual channels, identify optimization potentials, and strategically manage budgets. For agencies like internetwarriors, this is an important step to not only deliver results to clients but also develop transparent strategies.  How to Find Channel Reporting in Your Google Ads Account  The new Channel Performance Reporting for Performance Max is currently still in beta. This means that the feature is being rolled out gradually and may not be immediately available in every Google Ads account. The scope of the displayed data can also vary depending on the account, ranging from basic channel metrics to detailed conversion insights. If your account is already enabled, you can find the reporting directly in the Google Ads interface under: Campaign Overview → Select Performance Max Campaign → Insights → Channel Performance    There, you will receive a detailed breakdown of important metrics such as impressions, clicks, conversions, costs, and ROAS. The view can be filtered by time period, device, or conversion goal, providing a valuable basis for data-driven optimizations.  What Exactly Does the Channel Reporting Show You?   The Channel Performance Reporting provides a structured overview of the performance of individual channels within a Performance Max campaign. It shows how the campaign is distributed across platforms like Search, Display, YouTube, Gmail, Discover, and Shopping, and what each channel's share of the achieved conversions is. This transparency allows an informed evaluation of budget distribution, identifies underperforming channels, and assists in prioritizing future investments.  Additionally, the reporting offers extensive segmentation and filtering options. The data can be analyzed by key metrics such as Cost per Acquisition (CPA), Return on Ad Spend (ROAS), or Click-Through Rate (CTR). This provides a comprehensive view of the campaign's performance, both cross-channel and data-driven in a strategically usable way.  What Can Be Learned from the Data   The Channel Performance Reporting delivers far more than just numbers. It opens up new perspectives for the strategic management of Performance Max campaigns. By breaking down key figures like impressions, clicks, conversions, and costs by channel, it becomes visible which platforms are genuinely contributing to achieving targets and how the deployed budget is distributed.  This data enables an informed assessment of the used ad formats, targeting methods, and device distribution. Conclusions can also be drawn regarding the customer journey and potential optimization potentials can be identified, for example, in the design of assets or budget allocation.  For agencies like internetwarriors, this transparency is a valuable foundation for not only optimizing campaigns efficiently but also communicating transparently with clients.  How to Optimize Your Campaigns with the New Insights   The channel-specific data from the Channel Performance Reporting provides a valuable foundation for the strategic optimization of Performance Max campaigns. By analyzing individual channels, it becomes apparent which platforms work particularly efficiently, where wastage is occurring, and which ad formats achieve the best results. Based on this, budgets can be distributed more strategically, assets can be designed more precisely, and target groups can be addressed more diversely.  Furthermore, the insights enable a more precise evaluation of the customer journey: Are users addressed via YouTube but convert only via Search? Such patterns can now be comprehended and incorporated into the campaign structure. The selection of conversion goals can also be newly assessed based on the data to further align campaign orientation with actual user behavior.  Limitations and Pitfalls of Channel Reporting   Even though the Channel Performance Reporting represents an important step towards transparency, current limitations and pitfalls should not be neglected. Since the feature is still in the beta phase, availability is not guaranteed across the board, and the scope of displayed data can vary from account to account. In some cases, only aggregated values are displayed, without deeper insights into individual ad formats or audiences.  Moreover, it should be noted that Performance Max operates cross-channel, and the individual channels do not stand alone but work collectively. A channel with seemingly weak performance can nevertheless make an important contribution to conversion, for example, through early user engagement in the funnel. Therefore, interpreting the data requires a holistic understanding of the customer journey and shouldn't rely solely on individual metrics.  Technical limitations such as incomplete conversion attribution, missing asset data, or limited segmentation options can also complicate analysis. Therefore, a combination of Channel Reporting, conversion tracking, and supplementary tools such as Google Analytics or server-side tracking is recommended for a sound evaluation.  Conclusion: More Control, Better Decisions   With the new Channel Performance Reporting, a decisive step toward transparency within Performance Max campaigns is taken. The ability to evaluate channel-specific data directly in the Google Ads interface provides a solid basis for strategic decisions and targeted optimizations. Even though the feature is still in the beta phase and not fully available in every account, it is already clear how valuable these insights are for modern campaign management.  The combination of automation and data-driven control makes it possible to distribute budgets more efficiently, use assets more targetedly, and better understand the customer journey.   For agencies like internetwarriors, this means: more clarity in analysis, better arguments in customer communication, and significantly increased effectiveness in digital marketing.  As an experienced Google Ads agency, we help you harness the full potential of your Performance Max campaigns. We assist you not only with setting up and optimizing your campaigns, but also with the targeted use of the new Channel Performance Reporting. This way, you'll gain clear insights into the performance of individual channels, can distribute budgets sensibly, and make data-based decisions. With our expertise in AI-supported campaign management and cross-channel analysis, we ensure that your ads not only perform but are transparent and traceable. Get in touch with us!    

VKU Marketing Experts 2025 – AI in Focus

Oct 8, 2025

Axel

Zawierucha

Category:

Inside Internet Warriors

Banner for a Blog Post: DMEXCO 2025 - Aftermath

On September 24, 2025, Berlin was the hotspot for marketing experts from public utilities. The VKU Marketing Experts Congress provided an excellent platform to discuss the industry's most pressing issues.   This year's top topic: the unstoppable rise of artificial intelligence in marketing. As internetwarriors, we were there, represented by our experts Julien Moritz (SEO/GEO expert) and Axel Zawierucha (CEO), to share our knowledge and gain new insights.  The transformation is now: AI as a game-changer  The atmosphere at the congress was marked by a palpable sense of optimism. Numerous lectures and discussions made it clear that AI is no longer just a buzzword but a tangible tool that is revolutionizing marketing strategies.   From personalized customer engagement to automated content creation and data-driven forecasts – the possibilities seem endless. However, with new opportunities come new challenges. One of the central questions that arose in many conversations was: How can companies remain visible in a digital landscape dominated by AI systems and language models (LLMs) and effectively reach their target audiences?    Our workshop: Visibility in the age of AI  We dedicated our interactive workshop to precisely this question. Under the title "Visibility in the AI Era: How to Position Your Business in New Systems," Julien Moritz and Axel Zawierucha provided practical insights and strategic advice.   The interest was overwhelming. Intense discussions with participants made it clear that many companies are seeking guidance on how to prepare their content and data to be optimally captured and presented by AI-based search and recommendation systems.  We demonstrated how a well-thought-out data strategy and content optimization for semantic searches can make a significant difference. The many exciting questions and the enthusiastic participation showed us that we struck a chord here.    How we as GEO specialists can support  Especially in a local context, geographic visibility is crucial. As GEO specialists, we help you strengthen your presence in local search systems and map applications – an important factor to be found even in AI-driven environments. With structured location data, local SEO, and targeted integration into semantic search systems, we ensure that your offerings appear where your target audience is searching – today and in the AI-driven future. Contact us!  

DMEXCO 2025: CRM, AI and the Future of Search Engine Marketing

Sep 24, 2025

Axel

Zawierucha

Category:

Inside Internet Warriors

Banner for a Blog Post: DMEXCO 2025 - Aftermath

DMEXCO 2025 in Cologne was more than just a trade show for us at internetwarriors.de – it was a vibrant marketplace of ideas, a melting pot of innovations, and above all, a confirmation of the topics that move us and our customers every day. With a record attendance of over 40,000 participants and under the motto "Be Bold. Move Forward.", this year's leading trade fair for digital marketing sent a clear signal: The future belongs to the bold, the pioneers, and those who are ready to blaze new trails. In countless inspiring conversations with customers, partners, and industry colleagues, a common thread emerged for us, connecting the central challenges and opportunities of our time: the inseparable linkage of Customer Relationship Management (CRM), the revolution through Artificial Intelligence (AI), and the redefinition of campaign planning in the era of generative models.  The foundation of successful performance campaigns: The CRM feedback loop   A theme that repeatedly came to the forefront in our conversations at DMEXCO 2025 was the immense importance of deep integration of CRM systems in performance marketing campaigns. It's a realization as simple as it is crucial: those who want to successfully generate leads must not merely scratch the surface. The mere generation of contact information is only half the battle. The true value unfolds only when a seamless feedback loop between marketing and sales is established.  This is where CRM comes into play. It is the centerpiece that consolidates all relevant information about a potential customer and tells us what actually became of a generated lead. Was the contact qualified? Did it lead to a sales conversation? Was a contract concluded? This feedback is pure gold for optimizing performance campaigns. Without this feedback, we operate blindly. We see which ads and keywords generate clicks and conversions, but we don't know which truly lead to revenue.  From our extensive practical experience and the intensive discussions at the fair, we can make a clear recommendation. As an official implementation partner of Teamleader in Germany, we have gained deep insights into the capabilities of modern CRM systems. We are convinced that Teamleader unites all critical features to conduct business successfully. From the central contact database, deal tracking, and project management to time tracking and invoicing, the platform offers an all-in-one solution specifically tailored to the needs of agencies and service-oriented SMEs. Seamless integration enables precisely the valuable feedback loop essential for data-driven marketing.  The discussions at DMEXCO showed that companies that have successfully closed this loop deploy their marketing budgets much more efficiently. They can target their campaigns on the channels and audiences that deliver the most valuable customers. In an era where digital advertising costs are steadily rising, and competition is becoming more intense, this data-driven precision is no longer a "nice-to-have," but an absolute must for sustainable success.  Google in transition: The future of search in the age of AI   Of course, the future of AI and Google, along with organic search, was one of the dominant topics in the Cologne exhibition halls. The era of purely keyword-based searches is coming to an end. Generative AI models and the increasing integration of AI into search engine result pages (SERPs) signal a paradigm shift. The question everyone is asking is: How will search change, and what does it mean for our SEO and SEA strategies?  The keynotes and expert lectures at DMEXCO painted a clear picture: search will become more contextual, dialogue-oriented, and personalized. Users no longer just expect a list of links, but direct answers and solutions to their concerns. Google's "Search Generative Experience" (SGE) is just the beginning. The ability to understand complex queries and answer in full sentences will fundamentally change how we search for information.  For us as an agency, this means we need to adapt our content strategies. It's no longer just about optimizing individual keywords but creating comprehensive thematic worlds that holistically answer users' questions. "Topical Authority" will become the new currency in SEO. We must become the experts in our niche and create content that offers real value both for users and AI-driven algorithms.  At the same time, AI also opens new possibilities for paid search. Performance-Max campaigns are a good example of how Google uses AI to automate and optimize the display of ads across the entire Google network. The challenge for us marketers is to provide the AI with the right signals – and{

Marketing in the Age of AI: Welcome to the New Reality

Sep 5, 2025

Axel

Zawierucha

Category:

Artificial Intelligence

Banner for a blog post: AI in Marketing Strategy

A specter is haunting the marketing world – the specter of artificial intelligence. But instead of spreading fear, it brings a wave of transformation that redefines the very foundations of our industry. Gone are the days when marketing relied solely on intuition, manual segmentation, and broad campaigns. Today, in 2025, we are in the midst of a revolution driven by algorithms, machine learning, and Large Language Models (LLMs). For us at internetwarriors, it's clear: AI is not a passing trend but the new operating system for successful marketing. But what does that mean exactly? What has really changed? How do you need to adjust your strategies to not just survive but thrive? And how is perhaps the most important component of all – user behavior – changing? This article is your comprehensive guide to marketing in the age of AI. We dive deep into the changes, show you practical strategies, illuminate new user behaviors with current research insights, and look beyond to see which future trends from the USA and Asia will soon be our reality. The new playing field: What AI has fundamentally changed in marketing   Artificial intelligence is more than just another tool in your toolkit. It's the invisible hand that optimizes processes, provides insights, and enables interactions at a speed and precision that were pure science fiction just a few years ago. The core changes can be observed in four key areas: 1. Real-time hyper-personalization:  Previously, personalization was addressing a customer by their name in an email. Today, personalization means presenting the user with exactly the content, product, or message that matches their current need – across all channels. AI algorithms analyze massive amounts of data from user behavior, purchase history, demographic information, and even contextual data (such as weather or location) in milliseconds. The result: Dynamic web content, personalized product recommendations in online stores, and individually tailored ads perceived not as intrusions but as relevant services. 2. Predictive analytics and data-driven forecasts:  Marketing has long been reactive. We analyzed past campaigns to optimize future ones. Marketing AI reverses this principle. Predictive analytics models can predict with high probability which customers are most likely to churn (Customer Churn), which leads have the highest purchase probability (Predictive Lead Scoring), or which products will sell best next season. This foresight allows you to act proactively, distribute budgets more efficiently, and focus your resources on the most promising segments.  3. Automation of content creation and distribution:  Generative AI has revolutionized content creation. Tools like ChatGPT, Jasper, and more advanced, industry-specific models can now create high-quality texts for blogs, social media posts, emails, or product descriptions. But it goes far beyond that: AI systems can also generate images, videos, and even music. For you as a marketer, this means a significant increase in efficiency. Routine tasks that used to take hours are now done in minutes. At the same time, AI enables the creation of content for A/B tests in countless variants and the automatic distribution through the right channels at the right time. 4. Efficiency through intelligent automation:  Besides content creation, AI automates countless other marketing processes. From programmatic buying of ad space (Programmatic Advertising) to intelligent bidding strategies in Google Ads to automatic segmentation of target audiences – AI handles repetitive, data-intensive tasks. This not only results in massive time and cost savings but also minimizes human errors and continuously optimizes campaign performance based on data. The marketing strategy 2025: How to successfully navigate the AI era   A new technological reality requires a new strategic approach. It's not enough to just introduce a few AI marketing tools. Your entire marketing strategy needs to be rethought in the context of AI.  1. From target groups to "Segment-of-One": Your radical personalization strategy  Your central strategy should be hyper-personalization. The goal is no longer to reach a target group but to treat each individual customer as their own segment ("Segment-of-One").  Practical implementation: Invest in a robust Customer Data Platform (CDP) that centralizes all customer data in one place. Use AI-driven personalization engines for your website, online store, and email marketing. These systems dynamically adjust content based on each user's click behavior, dwelling time, and purchase history.  2. Conversational marketing: Dialogue as the new funnel  Users no longer want to fill out forms or be stuck on hold. They expect immediate answers and a direct dialog. AI-powered chatbots and voice assistants provide the solution.  Practical implementation: Implement an intelligent chatbot on your website that not only answers standard questions but also qualifies leads, books appointments, and guides users through the purchasing process. Train the bot with your corporate data to ensure accurate and brand-consistent responses.  3. Content strategy: Quality and AI optimization hand in hand  In the age of AI content creation, the sheer volume of content will explode. To stand out, two things are crucial: first, exceptional, human-centered quality, and second, optimization for AI systems.  Practical implementation: Use generative AI as a tool for ideation, draft creation, and text optimization for SEO. However, the final editing, strategic direction, and emotional depth must come from human experts. At the same time, structure your content (e.g., through Schema.org markup) for easy understanding and prominent placement in answers from AI search engines like Google’s Search Generative Experience (SGE).  4. SEO and AI: The symbiosis for your visibility  SEO and AI are inextricably linked. Google's algorithms, particularly RankBrain and BERT, are deeply rooted in machine learning. The future of search lies in answering complex queries, not just matching keywords.  Practical implementation: Focus on thematic authority (Topic Clusters) rather than individual keywords. Create comprehensive content that fully answers user questions. Use AI tools to analyze SERPs, identify content gaps, and optimize your content for semantic search.  Global outlook: These AI trends from the USA & Asia are defining the future    While we in Europe are beginning to fully harness the potential of AI, the USA and Asia serve as "future labs." Different regulations, a higher risk appetite, and a deep-rooted "mobile-first" culture accelerate the adoption of technologies that will soon dominate our market. Trend 1 from Asia: The "Super-App" ecosystem & Social Commerce 2.0   In Asia, especially China, with apps like WeChat or Alibaba , "Super-Apps" dominate daily life. In these closed ecosystems, digital life unfolds: chatting, shopping, paying, booking services. AI is the glue that enables a seamless, hyper-personalized customer journey within a single platform .  Live-stream shopping on steroids: Forget QVC. In Asia, live streams are interactive events. AI tools analyze viewer comments in real-time to suggest products to the influencer.  Group-buying through AI: AI identifies potential buyers with similar interests and connects them into groups to obtain better prices through joint purchases.  Trend towards conversational commerce: WhatsApp and Instagram are increasingly moving towards this direction. The trend relentlessly moves toward Conversational Commerce . Your first crucial step into this future is to deploy an intelligent chatbot on your website that not only answers standard questions but also qualifies leads, books appointments, and guides users through the purchase process.   Trend 2 from the USA: The autonomous marketing manager   In the USA, the trend is moving from AI assistance to AI autonomy . So-called "agent-based systems" are AI-generated virtual managers that not only assist, but autonomously manage campaigns and make strategic decisions.  The Autonomous Marketing Manager: Instead of saying, "Create 10 social media posts," the AI will decide whether to write blog articles, launch Google Ads, or start an email campaign on its own. It analyzes the market, target audience, and performance to make these decisions.  What does this mean for you? This trend is technologically demanding but will radically change your role as a marketer. Your task will be to centralize your data infrastructure (e.g., with a Customer Data Platform). Only with clean, accessible data can you effectively leverage AI systems to their full potential.  Trend 3 from the USA & Asia: AI influencers and the era of synthetic media   Virtual, AI-generated influencers with millions of followers and contracts with global luxury brands are emerging. They are precursors to a revolution in content creation.  The forebears of change: AI-generated influencers like these herald new possibilities for brands to easily and inexpensively create their synthetic personas, designed to be visually and characteristically tailored to match a brand.  What does this mean for you? In a world where AI anticipation of needs reduces tolerance for irrelevance, marketers should focus on transparency and creativity. Instead of replacing actual people, AI avatars can be used as fantasy figures, futuristic ambassadors, or scalable, personalized video tutorials.  Transforming the marketer: The new era of AI and marketing  AI is changing the expectations and behavior of consumers. They now anticipate immediate responses and direct dialogues in customer interactions. In response to this evolving technological landscape, marketers must evolve their strategies. It is not enough to merely introduce a few AI marketing tools; the entire marketing strategy must be reimagined using AI as a partner rather than a threat.  Develop data competence: You don't have to become a data scientist, but you must learn to interpret data to draw valuable insights.  Focus on strategic planning: Instead of manually setting up A/B tests, your task will be to set strategic directions while the AI optimizes the methodologies to achieve those strategies.  Master creativity and storytelling: In a world where sheer volume of AI-generated content is set to explode, what will make a difference is outstanding, human-centered quality and content optimized for AI systems.  Prompt engineering as a new skill: The quality of a generative AI's output now heavily relies on the quality and creativity of the input and command structure you provide.  Lifelong learning: In the AI-driven world, continual education becomes a necessity rather than an option, as the technologies and methodologies keep evolving.  Conclusion: The future of marketing is a symbiosis with AI   ​​The ubiquitous presence of AI is inevitably shaping expectations and consumer behavior. AI is freeing us from repetitive, manual tasks, giving us the capacity to focus on areas where humans are irreplaceable.  Success will belong to those who understand this new technology not as a threat but as an ally. The winners will be those who combine the analytical power, speed, and scalability of AI with the irreplaceable human qualities of creativity, strategy, and storytelling.  At internetwarriors, we look forward to this future full of opportunities. We see AI as a partner that frees us from repetitive, manual tasks, allowing us to dedicate our capabilities to where humans make the difference. 

AI Max for Search Campaigns - How AI is Changing Google Ads

Sep 3, 2025

Markus

Brook

Category:

Search Engine Advertising

Banner for a blog post about the new AI Max campaign setting

Online marketing is constantly evolving, driven by technological innovations. A current example is the introduction of Google's AI Max campaigns. This campaign type is specifically designed for search campaigns and utilizes artificial intelligence to control ads more efficiently. Below, we explain what AI Max for search campaigns is, the benefits it offers, and the requirements it places on advertisers.  Key Points  AI Max is a new campaign feature in Google Ads that uses machine learning for automated ad placements and bidding. AI Max combines existing Google Ads features such as Broad Match, DSA, and automatically generated assets.  The focus is on maximizing conversions and conversion values. AI Max combines traditional search campaigns with AI-driven bidding strategies. Automation reduces management effort but requires clear goals, data, and high-quality assets.  Control is achieved through goal definitions and continuous monitoring of campaign performance. Introduction: What is AI Max?   Google continually develops its advertising platform, increasingly relying on artificial intelligence. With AI Max for search campaigns , a new campaign feature is introduced specifically designed for Google search. AI Max uses machine learning to automatically control ads, adjust bids in real-time, and increase the likelihood of conversions. The goal is to reduce manual effort and enhance the efficiency of search campaigns. How AI Max Works   Unlike traditional search campaigns, Google AI Max heavily relies on automation. Assets, including ad titles, descriptions, sitelinks, or extensions, are provided to the system. The AI combines these components independently and dynamically creates ads that optimally match the respective search query.  Additionally, the system continuously analyzes user signals like location, search history, or interaction patterns. This data is used to identify relevant target audiences and optimize ads in real-time. This makes campaign management significantly more precise and faster than manually possible. 1. Keywordless Technology: Search Ads Without Classic Keywords   A central element is the so-called “keywordless matching.” Instead of relying on exact or phrase match keywords, Google analyzes landing pages, existing assets, and user behavior with AI to serve appropriate search queries. This is reminiscent of Dynamic Search Ads functionality, but in an even more automated framework.  2. Text Automation with AI   The automatically created assets are another building block in AI Max. Google dynamically creates ad texts based on the website, previous ads, and other available data.   3. Final URL Expansion   With final URL expansion, Google may direct users to a different target page than originally set if the AI assumes a better conversion probability exists there. This feature is also based on known DSA campaign mechanics. Benefits of AI Max in Google Ads The introduction of AI Max offers several benefits for advertisers: Time Savings Through Automation : Manual adjustments of bids and ad texts are mostly eliminated. Higher Conversion Probability : Google itself states that AI Max can generate up to 14% more conversions on average. Extended Reach : Ads are no longer only triggered by classic keywords but can also cover additional relevant search queries.  Transparency : New reporting features show how AI makes decisions and what adjustments were made automatically. Despite the advantages, AI Max also carries risks. Automation can lead to unexpected and sometimes uncontrollable results. For example, AI may serve ads for search terms that do not directly align with the brand core or product, leading to irrelevant traffic and reduced efficiency. Another risk is that performance heavily depends on the quality of the provided assets and the data foundation. If these are faulty or insufficient, the AI may draw incorrect conclusions and steer the campaign in the wrong direction. In the worst case, this could result in wasted marketing budgets without achieving the desired results. Especially for clients with limited budgets and insufficient conversions, we currently do not recommend using AI Max. Challenges and Limitations   Reduced Manual Control : Many decisions are taken over by the AI, meaning fewer intervention possibilities.  Dependence on Data Quality : The AI can only work effectively if high-quality assets and precise conversion goals are provided.  Continuous Monitoring Required : Even automated campaigns must be regularly reviewed and adjusted to be successful over the long term. First Practical Insights: What Companies Achieve with AI Max   AI Max is not just a theoretical concept but already delivers real results, as proven by two early case studies from the beta phase that Google itself presents. Both L’Oréal Chile and the Australian provider MyConnect used AI Max and were able to make their search campaigns significantly more efficient.  L’Oréal Chile: Higher Conversion Rates at Lower Costs   The cosmetics giant used AI Max specifically to identify new keyword potentials and increase the relevance of its ads. With success: the conversion rate doubled while the cost-per-conversion decreased by a whopping 31%.  An example shows the potential: The campaigns suddenly targeted search queries like  “what is the best cream for facial dark spots”  – terms that would likely never have been covered with classic keyword strategies. AI Max thus helped to specifically address relevant long-tail intentions without manual setup.  MyConnect: More Leads Through New Search Impulses   The Australian company MyConnect was already using Broad Match and tROAS. Nonetheless, activating AI Max brought clear improvements:  16% more leads  13% lower costs per conversion  30% more conversions from novel search terms  Particularly intriguing: the strong increase in so-called “net-new queries” – search queries previously not covered by the existing keywords or assets. Here lies the real added value of AI Max: it recognizes opportunities that were not visible before. Best Practices for Using AI Max   For AI Max to be successfully used, companies should follow some principles:  Provide High-Quality Assets – Diverse ad titles and descriptions make it easier for AI to optimize.  Define Conversion Goals Clearly – The more precise the goals, the better the AI can control the campaign.  Conduct Regular Analysis – Despite automation, controlling metrics like ROAS, CTR, and conversion rate remains important.  Review Brand Keywords – It may be wise to exclude brand terms to reach new target groups instead of just serving existing search queries. Conclusion: Opportunities and Limits of AI Max   AI Max for Search Campaigns is a step towards greater automation in Google Ads. Companies can benefit from this technology if they strategically prepare their campaigns, set clear goals, and regularly monitor the results.  The AI does not replace a well-founded marketing strategy but complements it. When used correctly, AI Max can help use budgets more efficiently, reduce administrative effort, and enhance performance.  If you want to discover how AI Max or other innovative approaches to Google Ads with AI can help your company, we are here for you as experts in SEO , GEO, and SEA . Contact us today for a free consultation to revolutionize your online marketing strategy. FAQ: Frequently Asked Questions about AI Max   What is the difference between Performance Max and AI Max?   Performance Max covers all Google channels, while AI Max is specifically developed for search ads.  Is AI Max suitable for every company?   AI Max is best suited for companies with clear conversion goals that have enough budget to provide the AI with enough data for learning. For smaller budgets or very specific niche markets, a classic Google Ads campaign or a targeted SEO strategy may be more sensible.  How do I maintain control when so much is automated?   Control is exercised through assets, conversion goals, and regular analysis reports. These provide transparency and show how the AI is optimizing.  Can I exclude keywords?   Yes, excluding keywords is an important best practice. It helps ensure the campaign does not only target users already searching for your brand but also reaches new potential customers. 

LLM Content Focus: What ChatGPT, Perplexity, and Gemini Prefer

Aug 21, 2025

Nadine

Wolff

Category:

Artificial Intelligence

Header for a blog post about LLM and content: Robots at laptops

Standard search engine optimization was yesterday – today it's also about designing content in such a way that it can be found, understood, and integrated into responses by Large Language Models (LLMs) like ChatGPT, Perplexity, and Google Gemini.  Being cited as a source in AI-generated results not only benefits brand awareness but often also provides valuable backlinks.  However, each LLM has its own focus when it comes to selecting content. In this article, you'll learn how these three models work and how you can tailor your content to their preferences.  An Overview of the Three LLMs   Before we delve into specific tactics, it's worth taking a quick look at how the models function. Each LLM evaluates content according to its own criteria. ChatGPT scores highly with well-structured explanations, Perplexity prioritizes recency and sources, and Gemini uses strong signals from the Google Index and prefers structured and multimedia content. These differences determine which content you should prioritize.  ChatGPT – Creative & Dialogical Content  ChatGPT excels at reproducing content in a natural, human-sounding language. It favors text that is easy to read, provides clear explanations, and is organized in a logical structure.  Preferred Content: Storytelling, illustrative examples, step-by-step explanations  Style: dialogical, accessible, understandable to a wide audience Data Source: Mainly training data, with web access in the Pro version  Success Factor: Evergreen content that is mentioned on many trustworthy sites has a better chance of being included in the model   Perplexity – Research, Sources, Recency   Perplexity is an LLM with integrated real-time web access. The unique aspect: It always shows sources and directly links to them.  Preferred Content: Recent studies, statistics, professional articles, precise analyses  Style: factual, evidence-based, concise  Data Source: Live internet search + structured sources  Success Factor: Clear source citations, publication date, author, imprint – and content that directly addresses the question posed  Extra Tip: FAQ formats and How-To guides are particularly visible because Perplexity often presents answers in a Q&A structure   Google Gemini – Multimodal & SEO-Driven   Gemini is closely linked with the Google ecosystem and uses traditional search data to integrate content into AI responses. Additionally, it can combine text, image, video, and audio.  Preferred Content: SEO-optimized articles, rich snippets, structured data (Schema.org)  Style: informative, well-organized, with visual elements such as infographics or tables  Data Source: Google Search Index + multimodal analysis  Success Factor: Content that already performs well in organic Google ranking has a significantly better chance of appearing in Gemini   Content Priorities in Direct Comparison   There are significant differences between the models. ChatGPT prefers reader-friendly explanations, Perplexity demands recency and sources, and Gemini rewards SEO structure and media diversity. Use this matrix as a guide for your editorial plan.    Criterion   ChatGPT   Perplexity   Google Gemini   Type of Content  Explanatory texts, examples, storytelling Professional articles, data, primary sources SEO structured articles, media mix Recency  more evergreen very high high, based on Google Index Sources indirect via training data direct, visible links Google signals, rich results, markup Format Prose, Q and A sections FAQ, How-to, tables, lists H2 H3 structure, Schema.org, Multimedia Language dialogical, accessible factual, precise  informative, search-intention oriented Optimization Strategies for Each LLM   Even though best practices overlap, focusing on the specific preferences of the models is worthwhile. This way, you can garner more mentions and links.  Optimize for ChatGPT   Begin each key section with the most important answer, followed by brief justifications and at least one example. Explain technical terms in your own words, add a concise definition, and link to additional internal pages if necessary.   Structure is crucial. Use clear H2 and H3, frame frequent user questions as subheadings, and answer them directly in the first paragraph below. Add practical examples, checklists, and small sequences of steps. This increases the chance that passages will be used as complete answers.   Optimize for Perplexity   Build a clean source concept. Name primary sources, use quotes sparingly but precisely, and provide numbers with links and dates. Insert a brief summary with three to five key statements at the beginning of an article.  Make the publication date, author, and company information clearly visible. Regularly update content.   Maintain an FAQ block with real user questions and concise answers of 40 to 80 words. Include tables with important metrics. This increases the likelihood of being directly linked. Additionally, you can bundle in-depth resources and provide them in a resources section at the end.   Optimize for Gemini   Focus on proper on-page fundamentals. Optimize title and meta description, establish a clear heading hierarchy, and use Schema.org markup.  Build internal links with descriptive anchor text to thematically related pages, such as guide articles or service pages. Create media to foster understanding, such as an infographic with process steps or a table with pros and cons. Pay attention to E-E-A-T signals. An author profile with qualifications, references, and contact information builds trust.   Examples of Content Elements that LLMs Favor   Short definition at the beginning, maximum two sentences, directly related to the question.  Explanation section with a real-life example.   Mini checklist with three to five points that makes a task doable.   Table with criteria, such as comparison of methods, costs, or risks.   FAQ section with three to seven real questions.  These building blocks can be used in blog posts, service pages, and knowledge articles. In online shops, they can also function as supplementary guides on category pages.   Common Mistakes That Prevent Mentions   One of the most common mistakes is an unclear structure where users cannot find a direct answer at the beginning of a section immediately. A lack of sources or the use of outdated data also negatively impacts credibility.  If a topic is too broadly covered on just a single page, relevance decreases along with the chance of being mentioned. Furthermore, the absence of publication date and author leads to less trust in the content. Likewise, a lack of internal linking can result in crucial context signals being missed, causing LLMs not to rate the content as particularly relevant.  To avoid these hurdles, you should regularly review existing content, structure it carefully, and update it specifically.  Conclusion   Optimization for LLMs is not futuristic – it is already crucial to remain visible in the new search world.  ChatGPT prefers easily understandable, creative, and well-explained content  Perplexity relies on current, evidence-based, and source-supported content  Gemini accesses SEO-strong, structured, and multimedia content The requirements of ChatGPT, Perplexity, and Gemini vary – but with the right strategy, you can excel in all three models. We support you in developing content that is found, mentioned, and linked not only by search engines but also by AI systems. Get in touch now.    FAQ – Frequently Asked Questions About Content Focus   How do I know if my content is mentioned in LLMs?  With Perplexity, it's easy – sources are linked. With ChatGPT and Gemini, you can test this through targeted queries or monitor it with tracking tools.  Do I need to optimize separately for each LLM?  Yes, as the models have different focuses. However, there are overlaps, e.g., with clear structure and high source quality.  How often should I update content?  For Perplexity and Gemini regularly, as recency is a crucial factor. Evergreen content for ChatGPT should also be maintained. 

The AIO & GEO Platforms Report 2025

Aug 13, 2025

Axel

Zawierucha

Category:

Artificial Intelligence

Blog Article AIO and GEO Report

The digital marketing world is facing its biggest upheaval since the introduction of mobile-first indexing. Artificial intelligence, particularly in the form of generative answer machines, is redefining the rules of online visibility. In this comprehensive report, we analyze the landscape of AI Tools specifically developed for this new era, and provide you with a strategic compass to not only survive in the world of Generative Engine Optimization (GEO) but to win.  Critical Assessment and Classification of AI Tools   A critical assessment was conducted when integrating the new tools. Tools like Superlines, Rankscale.ai, Kai, ALLMO.ai, Quno, Finseo, Scrunch, SEOMonitor, Ayzeo, LLM Pulse (Generative Pulse), Deepserp, AI Peekaboo, and Evertune were identified as relevant GEO monitoring, content, or hybrid platforms and were integrated into the corresponding sections of the report. Other mentioned tools were deliberately excluded after careful review, as they do not align with the core focus of AI visibility analysis: Behamics is an e-commerce revenue platform, Advanced Web Ranking is a traditional rank tracker without explicit GEO functions, and 'Am I on AI' tools are AI content detectors (which check if a text was written by AI, not what an AI writes about a brand). This differentiation ensures that the report exclusively focuses on the most relevant and direct solutions for Generative Engine Optimization.  The Paradigm Shift in Digital Marketing: Generative Engine Optimization   The emergence of Generative Engine Optimization (GEO) represents the most significant paradigm shift in digital marketing since the introduction of mobile-first indexing. This report provides a comprehensive analysis of the GEO tool market, which is predicted to reach a volume of 7.3 billion USD by 2031. It outlines the bifurcation of the market into established SEO providers (SE Ranking, Semrush) and specialized startups (Profound, Otterly.ai), evaluates their capabilities, and provides a strategic framework for implementation. The key insight is that visibility in AI-generated answers is no longer optional; it is a critical, measurable, and optimizable component of modern brand strategy.  Understanding the New Search Paradigm – Generative Engine Optimization (GEO)   This section provides the strategic context by defining the transition from traditional SEO to optimization for AI-driven answer machines. It familiarizes readers with the new terminology, principles, and technical requirements necessary to compete in this evolving landscape.  Defining the Post-SEO Landscape: From Search Engines to Answer Engines   The fundamental shift in digital search behavior is transitioning from a list of links (Search Engine Results Pages, SERPs) to synthesized, conversational answers provided by generative AI models. This development fundamentally changes the customer journey and optimization goals. While traditional search engine optimization (SEO) focused on achieving clicks, Generative Engine Optimization (GEO) aims to receive citations in AI answers and influence the portrayal of one's brand within these answers. The current market landscape is characterized by a myriad of overlapping terms. For the clarity of this report, the following working definitions are established:  AIO (Artificial Intelligence Optimization): This is the broadest term, often referring to making content machine-readable.  AEO (Answer Engine Optimization): A more specific term that focuses on structuring content to answer direct questions. This targets featured snippets, "People Also Ask" boxes (PAA), and voice search. GEO (Generative Engine Optimization): This is the most current and relevant term. It encompasses the holistic practice of optimizing content and brand signals to appear in AI-generated answers on platforms like ChatGPT, Perplexity, and Google AI Overviews. This report will use GEO as the primary overarching term.   This shift is not just theoretical. The data confirms the urgency and importance of the topic. As of March 2025, 13% of all Google searches already triggered an AI Overview – a 72% increase over the previous month. Moreover, Gartner predicts that the volume of traditional search engine usage will decrease by 25% by 2026 and by 50% or more by 2028, as users increasingly switch to AI assistants.  The coexistence of multiple competing acronyms for a similar concept is a classic sign of an emerging, rapidly evolving market. This indicates not a marketing failure but rather evidence that the practice of AI optimization is solidifying faster than the industry can agree on a unified name.    Core Principles of GEO: A Strategic Framework for AI Visibility   The formalization of GEO as a concept in academic research provides a rigorous theoretical foundation. One of the key insights is that incorporating citations, quotations, and statistics can increase the visibility of a source in AI answers by more than 40%.  The E-E-A-T principles of Google (Experience, Expertise, Authoritativeness, Trustworthiness) are of paramount importance for GEO. AI models are explicitly designed to prioritize credible sources. GEO also requires a shift from isolated keywords to building thematic authority around entities (people, products, concepts). A critical tactic is obtaining unlinked brand mentions (co-citations) in authoritative content.      Metric  Traditional SEO  Generative Engine Optimization (GEO)  Primary Objective   Ranking on the SERP Being cited in the AI answer  Core Unit of Optimization   Website Brand/Entity Key Tactics   Keyword optimization, Backlinking Semantic Structuring, E-E-A-T signals, Co-citations Primary KPIs   Organic Traffic, Keyword Rankings Share of Voice, Mention Frequency, Sentiment Content Focus Long-form Articles  Snippet-ready, Structured Answers Authority Signals Domain Authority, Backlinks Expert Citations, Data Quotes, Reviews   The Technical Foundation: The Critical Role of AI-Friendly Schema and llms.txt    Schema markup is the essential infrastructure that makes content readable for AI systems. It provides explicit context and helps AI differentiate facts from filler.   Best Practices for AI-visible Schema:   Using JSON-LD: The format preferred by Google. Prioritizing Key Schema Types: Organization, Product, FAQPage, HowTo, and Article are particularly effective.  Mapping Visible, Real Content: Do not add schema for invisible content. Completeness and Accuracy: Fewer, but complete properties are better than many incomplete ones. The llms.txt file is emerging as the new standard – similar to the robots.txt – to provide clear guidelines to LLMs on using website content. It can be easily created with free online tools or WordPress plugins like AIOSEO . The robots.txt file, on the other hand, should be set up by experienced SEOs, as even small errors could, in the worst case, result in LLMs being completely excluded from access. Market Analysis and Future Outlook   This section offers a macro perspective on the GEO market, analyzing its size, growth drivers, and future development.   Market Landscape: Sizing the GEO Opportunity and Growth Forecasts   The global market for Generative Engine Optimization (GEO) services was valued at 886 million USD in 2024 and is expected to grow to 7.318 billion USD by 2031, at a compound annual growth rate (CAGR) of 34.0%. This growth is driven by the rapid adoption of AI-powered search by users. The discrepancy between the growth rates of the GEO market (34.0% CAGR) and the traditional AI SEO Tools market (12.6% CAGR) signals market disruption. Budgets will likely be reallocated from traditional channels. Those not investing in GEO risk the erosion of their existing search visibility.   Investments & Innovation: A Look at the GEO Startup Ecosystem   The high growth potential has attracted significant venture capital and led to the emergence of specialized startups like Profound, Otterly.ai, and BrandBeacon. These companies are designed from the ground up for GEO and are driving innovations in areas critical for AI Search Monitoring and AI search tracking , such as real-time brand monitoring in LLMs and sentiment analysis of AI answers.   The Future of Digital Discovery: Expert Perspectives   Experts agree: The change is irreversible. One of the main challenges is measuring GEO successes. Traditional metrics are losing relevance. New KPIs like AI Search Visibility , Share of Voice, and citation frequency are becoming established. LLMs provide "opinions, not lists". If a brand is not among the first mentions, it is practically invisible.   Comparative Analysis of AIO/GEO Visibility Platforms   This is the core of the report: a detailed, feature-based comparison of the key AI Tools on the market.   Evaluation Framework: Key Metrics and Capabilities   To fairly evaluate the tools, we defined a framework with the following criteria:  LLM & Platform Coverage: Which AI engines are monitored?  Core Visibility Metrics: What is measured? (e.g., Share of Voice, Sentiment)  Competitive Analysis: How well are competitors tracked?  Data & Analytics Capabilities: How is the data processed?  Action Orientation & Workflow: Does the tool assist in execution?  User-Friendliness & Target Audience: Who is it designed for?  Pricing & Value: What is the cost structure?   The Established: How SEO Suites Adapt to the AI Era   These players leverage their existing infrastructure to enter the GEO market.  SE Ranking AI Visibility Tracker: An all-in-one platform that combines traditional SEO and GEO. Ideal for SEO professionals and agencies looking for an integrated solution. Semrush AIO: An enterprise solution focused on large-scale benchmarking and unmatched data depth.  SEOMonitor: Specifically developed for agencies to optimize workflows with AI-powered tools. The Challengers: A Deep Dive into Dedicated GEO Monitoring Startups   This category represents the "pure" GEO platforms, which are often more innovative and agile.  Profound: A premium solution for businesses with real-time insights and advanced features like the "Conversation Explorer." Otterly.ai: An Austrian startup with a strong focus on brand safety and risk management. Peec AI: A specialized platform for global businesses with multilingual and cross-country support. Rankscale.ai: Offers an intuitive user interface and AI-generated suggestions for content optimization at the URL level.   Scrunch: Focuses on optimizing the AI customer journey, including journey mapping and persona-based prompting. ... and many more, detailed in the comparison table.    The Big Comparison Table of GEO Tools   Tool  Strategic Focus  Covered LLMs Key Metrics Pricing Model Ideal User Profile SE Ranking Integrated SEO + GEO Google AIO, ChatGPT, Perplexity, Gemini Mentions, Links, SoV Subscription (part of SEO plans) SEO Professionals, Agencies, SMEs Semrush AIO Enterprise Monitoring Google AIO, ChatGPT, Claude, Perplexity, Gemini  Mentions, Sentiment Subscription (Enterprise focus) Large Enterprises, E-commerce Brands  SEOMonitor   Agency Workflow Automation  Google AIO, ChatGPT, Gemini  AIO Visibility, GEO Tracking  Subscription (from €99/month)  SEO and Digital Marketing Agencies  Profound   Enterprise GEO Intelligence  ChatGPT, Perplexity, Gemini, Copilot, Claude  Mentions, Citations, SoV, Sentiment  Premium Subscription ($499+)  Enterprise Brands, Data-Driven Agencies  Otterly.ai   SME Brand Safety  ChatGPT, Perplexity, Google AIO  Rankings, Citations, Brand Safety Warnings  Tiered Subscription ($29+)  PR Teams, Brands in Sensitive Industries  Peec AI   Global GEO Analysis  ChatGPT, Perplexity, Gemini, Claude, Grok  Position Score, Sentiment  Tiered Subscription (€90+)  International Corporations, Global Agencies  Rankscale.ai   Actionable GEO Analysis  ChatGPT, AIOs, Perplexity, etc.  Rankings, Citations, Sentiment  Affordable Subscription (from €20/month)  SEOs seeking quick insights  Scrunch   AI Customer Journey Optimization  Leading LLMs (incl. Grok, Claude)  Sentiment, Competitive Position  Unknown  Agencies, Enterprise Brands  Deepserp   Technical GEO Audit  ChatGPT, Gemini, etc.  AI Crawl Behavior, Citations  Subscription (from $99/month)  Large Websites, Technical SEO Teams  LLMrefs   Freemium Visibility  Key LLMs  LLMrefs Score, Mentions  Freemium ($0 / $79)  Freelancers, Small Businesses  The Specialists: Niche, Integrated, and Hybrid Platforms   This category includes tools that have integrated GEO/AEO functionalities into their core offerings.  Wix AI Visibility Overview: The first major CMS with an integrated tool for tracking AI visibility, an extremely convenient solution for millions of Wix users.  Content & On-Page Optimization Platforms (Rankability, Surfer SEO, etc.): This group focuses on creating content that is structured and semantically rich enough to be cited by AI.  PR-Focused Platforms (LLM Pulse): These solutions highlight which media and sources influence a brand's representation in LLMs.  Strategic Implementation and Recommendations   This final section translates the analysis into an actionable strategy.   Choosing the Right GEO Platform: A Needs-Based Decision Matrix   Selecting the right tool depends on your specific goals.  User Profile  Primary Goal  Top Recommendation(s)  Alternatives  Enterprise Brand Manager Comprehensive Brand Monitoring Profound   Semrush AIO, Peec AI  SEO Agency   Scalable Client Management  SE Ranking   SEOMonitor, Semrush  SME/Startup Owner   Cost-Effective Visibility Tracking  Otterly.ai   Rankscale.ai, LLMrefs  Content Marketer/Strategist   Creating AI-Optimized Content  Rankability   Surfer SEO, Finseo  Technical SEO   Monitoring AI Crawling Capabilities  Deepserp   ALLMO.ai  Building a GEO-Centered Content Strategy: From Audit to Execution   Step 1: Define Requirements & Test Tools: Set your goals and test a shortlist of tools.  Step 2: Conduct Baseline Audit: Use a tool to measure your current AI visibility and identify gaps.  Step 3: Integrate Analytics: Connect GEO data with web analytics (e.g., GA4) to measure ROI.  Step 4: Implement Technical Foundations: Create AI-friendly schema and an llms.txt file.  Step 5: Execute Content Strategy: Create structured, authoritative content that directly answers user queries.  Step 6: Monitor, Iterate, and Report: Continuously track performance and refine your strategy.    Concluding Analysis: Mastering Visibility on the AI Search Front   The synthesis of the findings shows: The GEO tool market is dynamic and bifurcated, yet the underlying principles focus on E-E-A-T and structured data . The shift from search to answer engines is irreversible, making investments in this area a strategic necessity. The most successful approach will be a hybrid: combining in-depth monitoring features of specialized AI Tools with the optimization features of AEO-focused platforms. The winners in the next era of digital marketing will be those who master the art and science of being the most credible, citable, and machine-readable source of information in their field.  Ready for the New Search Reality?   Take advantage of the first-mover advantage in Generative Engine Optimization. We support you in making your brand visible in AI answers – with a well-founded GEO strategy, tool setup, and content optimization.  Talk to our experts and secure your AI visibility of tomorrow!  

Find SEO Keywords and Develop a Keyword Strategy

Jul 30, 2025

Julien

Moritz

Category:

SEO

The magnifying glass displays the term Keywords in full screen

Keywords have been an important foundation of search engine optimization from the beginning. But their role has changed, just as the way we use them has, not least due to the increasing dominance of artificial intelligence (AI). We are convinced that keywords are still very important, so this guide will teach you how to find keywords, what to look for when choosing keywords, which tools you can use, and how to optimally use keywords in SEO. What are keywords? In search engine optimization, we refer to keywords or key phrases as the terms or phrases that users enter into search engines in order to find answers, information, content, or products. We use these terms on websites in certain elements to increase the probability of achieving good positions in search results. In SEA (e.g., Google Paid as opposed to SEO = Google Organic), we bid on keywords to display ads for those terms in search results. To make the topic more illustrative, we explain all the points in this blog post using a specific example: a fictional bicycle online shop or bicycle store with a website, namely the topic "bicycle" or "buying a bicycle". The graphic shows a small selection of different relevant related keywords for this topic: Types of keywords We differentiate between different types of keywords. This distinction plays a role in the strategic direction of our content and the priority we give to those keywords. By length: Short Head & Long Tail Keywords In general, there are two different types of keywords that are defined by their length: Short Head Keywords are short, very general terms that generally have a very high search volume but also correspondingly high competition. The intention behind these keywords is not clear. For example: "bicycle" is a Short Head keyword, which can imply a search for information, such as (what types of bicycles are there?), as well as a purchase intention or even a search for images. Long Tail Keywords , on the other hand, are longer, specific phrases or questions. Depending on the topic, the search volume and competition behind them are significantly lower, and the intention is generally clearer. For example: "best e-bikes 2025" or "buy cheap used kids’ bicycle" or "how to patch a bicycle tire?" In addition, you can define " Mid Tail Keywords " that lie between these two types of keywords. By intention: Information, Navigation, or Transaction? Another important classification of keywords is the intention behind the search query: Informational keywords indicate a search for information. These can be the beginning of the user journey, the first step on the way to a purchase. For example: "trekking bike vs. city bike" or "what to consider when buying a bicycle?" Navigation Keywords point to the search for a specific brand, website, or product. For example: "Decathlon bicycles" or "Cube E-bikes". Transactional keywords show a purchase intention. Users are looking for an online shop or a local buying opportunity. For example: "buy trekking bike" or "order gravel bikes". In addition to these classifications, there are other characteristics of keywords, such as search volume (how often is the term searched per month?) or the "Keyword Difficulty" calculated by many SEO tools (the difficulty of ranking in top positions for this keyword in search results). Why are keywords important in search engine optimization? Keywords reveal which terms (and topics) are searched frequently. To improve visibility in search results for relevant keywords, we use these terms on the respective pages. This way, we show search engines that a page (URL) is relevant for a specific topic and the associated terms. Therefore, we research and analyze keywords as the basis of content optimization - to know how and what to optimize. What is the significance of keywords in the age of AI? Are keywords still important in the age of AI? Let’s take a look back and take a short journey through SEO history. The role and significance of keywords have constantly evolved over the last few decades: While about 20 years ago keywords had to be used in their exact form to rank well, Google's language understanding developed over the following years. Various grammatical forms, singular and plural, were recognized as identical terms. Similarly, the connection between synonyms and related terms was recognized - it became about semantics instead of exact keyword matching. We have not been thinking in pure keywords in search engine optimization for many years. Instead, we optimize on topic clusters, naturally supported by keywords. Keywords are still used as the basis, but the context behind them has become significantly more important. A sign of this is that Google often displays websites optimized for a synonym for search queries - Google recognizes that terms mean the same thing. In addition to the clusters, another term has become important: the entity. An entity is a uniquely identifiable object or concept, such as a person, a place, a process. An indication of what Google identifies as an entity includes, among other things, the Knowledge Graph in search results or suggestions for topics or concepts. This can be seen in the example "pedelec": These connections between topics or terms also play a role in AI SEO . Keywords are far from dead; they still serve an important purpose even in the AI age: Keyword analysis helps you understand the terms your (potential) customers use - and to speak the same language as your target audience. Keywords, especially “long tail keywords” like questions, help you better understand the intentions and problems of your target audience and offer corresponding content. Keywords still underpin entities and topic clusters, only they are not used as strictly as they were years ago. It is more important to cover the topic comprehensively and satisfyingly for customers, to meet the intent, and to present yourself as an authority to users and search engines. Keyword analysis - Finding keywords in 3 steps How do we find keywords for our keyword and content strategy? Depending on resources and available time as well as the topic, a keyword analysis can be a complex task. The more general the topic, the more extensive the analysis and the more subtopics and keyword clusters are found. It is easier to research keywords for a single page and a very specific topic. 1. Brainstorming Ideally, you are well-versed in your topic for which you want to find keywords. The first step is always a rough brainstorming session where you jot down all subtopics, terms, and questions related to your topic. With this, you have the first foundation for your analysis on which you can build. If you want to research keywords for an entire website, think of these terms, for example: Your brand name (depending on its popularity, there may be a relevant search volume behind a brand name) Your industry (e.g. bicycle online shop) Categories (e.g. e-bikes, city bikes, mountain bikes, road bikes, kids' bikes, bikes for seniors, accessories, etc.) Brands (e.g. Cube Ebike, Bergamont Bicycle) Products or services (specific product names of bestsellers, e.g. cube kathmandu hybrid pro 750) Frequently asked questions about products or categories (e.g. which bike for commuting) 2. Analyzing keywords on the website If you already have a website or an online shop, you should establish a status quo: for which terms are you already (well) found, and through which terms do you get clicks and impressions? To do this, analyze the terms you find in the performance report in Google Search Console, and for which you get many impressions or clicks and add them to your brainstorming list. If you have access to a professional SEO tool, you will find all keywords for which your domain has a position in the top 100 here. You can filter these keywords by search volume or positions and export this list. This way, you find out where there is already potential on which you can build optimization. Particularly interesting here are the so-called "threshold keywords" - keywords that are "on the verge" of a certain area. Usually, this refers to - depending on the definition - keywords between 11 and 20, which are just before the top 10, or keywords starting from position 4 or 6, which are on the verge of the top 5 or top 3. 3. Keyword research After you probably already have a long list of keywords, it's time to research additional terms. A wide variety of sources and tools are available for this. If you want to conduct particularly comprehensive research, you can use all tools, but you can also focus on just a few if you have identified a sufficient number of keywords through these. Tools for keyword research The bad news first: Good keyword tools that you can work with effectively are always chargeable. Free versions generally limit the number of results or queries per day. You have to enter each keyword individually, instead of analyzing a list of terms, and the filter and export options are mostly restricted or unavailable. Professional SEO tools usually come with a keyword tool where you get important information for your entered terms, such as monthly search volume, as well as related terms that you can cluster and further analyze. Some of the most well-known tools include: Semrush, Ahrefs, Sistrix, Surfer SEO, or the KWfinder from Mangools. Free, limited options are available, for example, through Ubersuggest or Answerthepublic. Both tools offer a paid version as well as free research options. A unique feature of answerthepublic is the focus on long tail keywords. If you run ads on Google Ads, you can use the Google Keyword Planner, which gives you search volume, CPC, and competition for each keyword. Further sources to find keywords Besides the classic keyword tools, there are a whole series of other sources available to find keywords. These include: Google Suggest: Terms suggested by Google when entering terms in the search box Google related terms under search results Google Trends: Development of interest over time, but only for frequently searched terms Questions in Google search results Social Media Hashtags on relevant platforms such as Instagram, TikTok, Pinterest, etc. YouTube Autosuggest: Suggested terms when entering a word in the search Topics on platforms with user-generated content such as Reddit Thesaurus like Woxikon All these screenshots are included, check if you want to use all of them or just a few and how you want to present them: Google Suggest: Google Trends: YouTube Suggest: Woxikon: Google Questions: People also search for in Google: Keyword Gaps A very valuable analysis is the so-called "Keyword Gap Analysis", where you compare your website or online shop with one or more relevant competitors. Here, not only direct competitors are relevant (in our example other bicycle online shops), but all websites that are present for your topic in the search results (for example, an online magazine about bicycles). Using a professional keyword tool, the domains can be compared, and you receive a list of keywords for which your competitors are already ranking in the search results, but your domain is not yet. From this, opportunities arise to expand the website or shop, for example, to include new subcategories or new blog posts. Create a keyword strategy What do you do now with the many keywords you have found through the various sources? The first step is always to cluster these keywords thematically to get a better overview. These clusters can, for example, be oriented along the structure in your online shop and the type of page: Homepage Keywords (most general terms and brand, e.g. bicycle online shop) Categories (e.g. mountain bikes, road bikes, kids' bikes, etc.) Subcategories (e.g. 16-inch bikes, dirt bikes, folding bikes, etc.) Product keywords (e.g. Cube Agree c62, Bergamot Sponsor Tour S, etc.) Guide keywords (e.g. what to consider when buying a bike, what is a trekking bike, adjusting hub gears, etc.) FAQ -Keywords (e.g. what frame size for a bike, how long does an e-bike battery last, etc.) What makes a good keyword? Out of the large number of keywords you have researched and clustered, you will not be able to use all of them. Therefore, it is important to evaluate and prioritize these keywords. Various criteria are important for this, and prioritization also depends on your strategic goals and your industry: Relevance: all keywords must be relevant to your business (if you don’t sell road bikes, the keyword "buy road bike" is irrelevant) Search Volume: a higher search volume means a higher probability of generating traffic. However, for niche industries, search volume is not the decisive factor. A more suitable keyword with a lower search volume can be more valuable than a more general one with high search volume. The goal is to find the optimal balance. The intention behind the keyword: The intent behind the search query must always match what users find on the page. Keywords indicating purchase intent (e.g., "buy mountain bike") are less important for a pure online magazine than informational keywords. Conversion probability: For an online shop, keywords with a relation to purchases are particularly valuable, as they are more likely to lead to a conversion than informational keywords. The more specific the term (for example, a product name), the higher the chance that someone will buy. Keywords for blog posts usually do not detract from this point. The competitive situation: Keywords with high competition (for which many large domains rank that have been on the market for a long time and have built up trust and authority) can be too big a challenge for new domains or smaller websites at first. It can take years to rank well for highly competitive keywords. Instead, keywords with less competition can achieve quicker results. Possible existing rankings: It is generally easier to improve keywords for which there is already a ranking, than to be found for brand new keywords. This is particularly true for keywords in threshold positions. Summary: a good keyword Has high relevance for your business Has relevant search volume Covers the appropriate intention Has a high conversion probability Has low to medium competition May already have existing rankings that can be improved. There is no blueprint for assessing and prioritizing keywords and creating a keyword strategy that can be applied to every industry and company. It requires both experience and a general company and marketing strategy to which the keyword strategy is adapted. We can therefore only give you suggestions at this point but are happy to support you in creating a professional keyword strategy! Keyword Mapping The most important step in the keyword strategy is creating a so-called keyword mapping. This involves assigning keywords to target pages (either existing pages or newly planned pages). It’s important: For each important keyword, exactly one page is defined that should rank for it Each important page is assigned a keyword set of 1-2 main keywords and several secondary keywords This setup prevents multiple pages from competing for the same keyword (the result can be that neither page ranks if Google is unsure which is the more relevant page - the so-called “cannibalization”). You can also identify which important keywords still lack a suitable target page. Based on this keyword mapping, you can then plan and optimize your content. Content Strategy Once we have assigned the keywords to the appropriate, existing, or new pages, we can create an editorial plan from them, in which all topics are included, for which we need to optimize pages or create new texts. For example, with bicycles, this could include these texts and pages: Children’s bicycles : the category page for children is supplemented with a guide, a product comparison, and buying advice. Buy bicycle under 500 dollars : either a category page or a filter page with the appropriate criteria or a blog post with a product comparison Best bike for beginners : blog post with a product comparison and buying advice Buy a bike with hub gears : the appropriate category page is supplemented with relevant content (comparison of hub gears and derailleur gears, advantages of hub gears, most popular bikes with hub gears, etc.) What to consider when buying a bicycle : guide article for the blog with an overview of different types of bicycles, criteria for purchase (usage, size, features, etc.), online purchase vs. local purchase, etc. Buy bicycle in #city : landing page of the own local shop with an overview of the assortment, address, maps, opening hours, etc. Using keywords The use of keywords could fill another long article, so we would like to give you an overview of the most important elements on a website or in an online shop where you should use keywords: In the metadata (page title/title tag and meta description/page description) In the headlines In the text In filenames of images and image descriptions In internal links Caution: Avoid keyword stuffing! One of the biggest mistakes in using your researched keywords is repeating the same keywords too often. If your text sounds unnatural because you've stuffed it with too many identical or similar terms, no one will want to read it, and search engines will likely evaluate it as "keyword stuffing." Make sure you always write content for users. Use synonyms and related terms and avoid pure lists of keywords or even grammatically incorrect use of terms just to cover a keyword exactly. The focus is on providing relevant, helpful content for your target audience, using relevant keywords naturally! SEO vs. SEA Keywords Effective SEO keyword strategies also benefit paid channels. Many synergies can be created between SEO and SEA (especially Google Ads), for example, by using the same keywords for organic optimization and paid ads and occupying two positions in search results with your website: one paid and one unpaid. A keyword and content strategy for search engine optimization can also be used in the SEA area SEA can also be used nicely for A/B testing ad texts and CTAs (call-to-actions) that can be used in the metadata (page title and meta description). Also, optimizing page content and using the most searched keywords helps for SEA - for example, to improve the quality score and pay low click prices. To gain the greatest benefit, the insights of both channels can be combined - which is why a company greatly benefits when SEO and SEA are in one hand. Incidentally, at internetwarriors, we have both long-standing SEO and SEA expertise in the team! A tailor-made keyword & content strategy for you Finding the right keywords and deriving an effective strategy that matches your business goals can be a challenge. The SEO experts at internetwarriors are happy to assist you. We analyze your website, your industry, and your potentials, research the appropriate keywords, and create an individual content strategy for you. We are also happy to help you optimize the content or create new content or train you and your team on how to use keywords effectively - even in the age of AI.

Server-Side Tracking - An Overview

Jul 16, 2025

Halid Osmaev

Halid

Osmaev

Category:

Web Analytics

Banner for a blog article - Woman sitting in front of a screen

Server Side Tracking is the new standard. A significant advantage is the control provided over the data flow, especially user data. In this article, we discuss Server Side Tracking using Google Tag Manager as an example and review its benefits and which user data is sent. But first, the important question: What is Server Side Tracking? In short: Server Side Tracking is a data collection method where the tracking information is processed not in the browser but directly through the server of the website operator and forwarded to analysis or marketing tools afterward. The traditional tracking method is Client Side Tracking (CTS) , where a code snippet is embedded in the page, for example, via the Google Tag Manager. This sends event data directly to third-party services like Google Analytics 4, Meta Ads, etc. However, control over the sent user data (IP address, demographic data, etc.) is limited to the adjustments offered by the tool. Additionally, a third-party cookie is usually set, resulting in loss of data amount and quality.   Figure 1: Comparison of Client-side and Server-side tagging With Server Side Tracking (SST) , all data is first sent to a private server, where, for example, the Server Side Google Tag Manager is running. This ensures that there is no undesired data transfer occurring on the website with the users. This transfer happens only in the Google Tag Manager Server Side. However, this can then be adapted to a data protection-compliant standard by clear insight into the data and further configuration options like transformers . Server Side Tracking vs. Client Side Tracking The traditional Client Side Tracking (CST) is still widespread but increasingly reaching its limits. In CST, tracking scripts are executed directly in the user’s browser, sending data like page views, clicks, or conversions to third-party tools. However, this approach is very susceptible to modern tracking protection measures such as ad blockers, VPNs, intelligent tracking prevention (ITP) in iOS/Safari, and various data protection regulations. In contrast, Server Side Tracking (SST) uses a different approach: Tracking data is no longer sent directly from the browser to external tools but first to the server. This acts as a proxy or central data hub through which all tracking requests run. The server request is treated similarly to an API request and is thus less vulnerable to blocking . Additionally, all data processing takes place within one's infrastructure , significantly reducing the risk when dealing with data protection authorities. Another difference lies in the use of cookies: While Client Side Tracking relies on third-party cookies – which are increasingly blocked by browsers – Server Side Tracking prefers first-party cookies , considered more trustworthy and stable. Why is Server Side Tracking now standard? While Client Side Tracking is increasingly losing its effectiveness due to growing restrictions, Server Side Tracking offers a future-proof, high-performance, and privacy-friendly alternative – with significantly higher data quality and control for companies. Overview of the benefits of Server Side Tracking: More data control : Unlike the specifications of external tracking tags, companies with SST retain full control over the collected data. Higher data quality : SST can often bypass ad blockers and tracking protection measures, typically leading to at least 12% more data. Performance advantages : Instead of addressing many individual tracking tools directly from the browser, only one server is contacted – conserving resources and improving website load time. Data protection compliance : By processing exclusively within their server structure, companies can better respond to legal requirements. Server Side Tracking and Data Protection Regulations Server Side Tracking offers not only technical advantages but also a significantly better basis concerning data protection laws. The main legal regulations in the European area are the GDPR, the TTDSG, and the EU-USA Data Privacy Framework.  An overview: General Data Protection Regulation (GDPR) The General Data Protection Regulation ( GDPR ) mandates that personal data – which can be traced back to a real person, such as name, email address, or IP address – may only be collected and processed with the explicit consent of the users (e.g., through a cookie banner). It has been applicable in all EU member states since May 25, 2018, forming the central legal framework for handling personal data in the European area. The GDPR requires companies to inform transparently which data is collected for what purpose and how long it will be stored. Additionally, users must be able to object to processing or revoke consent at any time. For tracking, this means: No data may be collected or shared with third parties without clear and voluntary consent – even if the technology allows it. Violations of the GDPR can result in hefty fines. Server Side Tracking offers the advantage that data collection, storage, and sharing can be centrally controlled and better documented – facilitating GDPR-compliant implementation. Telecommunications-Telemedia Data Protection Act (TTDSG) The TTDSG (Telecommunications-Telemedia Data Protection Act) supplements the GDPR specifically for online services and stipulates that no arbitrary user data , especially through cookies or similar technologies, may be stored or read without prior consent . The law came into force on December 1, 2021, merging central data protection requirements from the GDPR and the German Telemedia Act (TMG) as well as the Telecommunications Act (TKG).  For online tracking, this means: Even setting a cookie that is not purely technically necessary requires active, informed consent from users, for example, through a consent banner. Tracking methods attempting to create user profiles without consent – even through technologies like fingerprinting – are prohibited under the TTDSG. This tightens the requirements for data-driven online marketing measures and underscores the necessity to make tracking privacy-compliant and transparent – something that is much better controlled with Server Side Tracking. EU-USA Data Privacy Framework Particularly relevant for international companies is the new EU-USA Data Privacy Framework , which facilitates transatlantic data transfer and has been in effect since summer 2023. Previously, it was problematic to send personal data to US services because US authorities had extensive access to it by law. The new agreement creates more legal certainty when US services like Google or Meta are used – but only if the services are certified under the new framework. These are just a few of the laws affecting tracking. Therefore, an understanding of user data is important. Conclusion: Why does Server Side Tracking offer more data protection compliance? Server Side Tracking allows the entire data processing to initially run through one's server infrastructure. This means: Tracking occurs not directly with the users but only after explicit consent and under full control of data processing on one's server. This allows the requirements of data protection laws to be better implemented, such as targeted anonymization , pseudonymization , or restriction of data sharing with third parties . Overall, Server Side Tracking enables a more data protection-compliant handling of user data, allowing companies to maintain oversight and control – which is essential under the current regulatory framework. What user data is sent with Server Side Tracking? The good news: Only the absolute minimum. What does this mean? Using Google Tag Manager as an example: When an event on the page, like a click, is triggered, an HTTP request is sent to the Server Side Google Tag Manager . Naturally, HTTP header information is sent along. This includes, among others: Time IP address Page URL Approximate location (by IP address) Operating system Browser Resolution Device Additionally, there are other parameters specifically related to configuration. Detailed information can be found in the documentation at [ https://developer.mozilla.org/en-US/docs/Web/HTTP/Headers ]. There are also parameters automatically captured by Google Tag for campaign optimization, which include: utm_source utm_medium utm_campaign utm_content utm_term and the Click ID It should also be ensured which data is user-defined sent with the Google Tag Manager configuration. In the Server Side Google Tag Manager, users can configure precisely through the use of transformers, which specific data should be forwarded in what form and which should be withheld. However, for a data-secure implementation, the conclusion should be: “ Track only as much data as needed .” The challenge is to limit tracking to what is necessary without incurring disadvantages. We set up correct Server Side Tracking for you The Internetwarriors are a team of experts in various fields of online marketing. One of our main focuses is web analytics and Server-Side Tracking (SST). With extensive expertise and a profound understanding of the latest trends and technologies in digital analytics, we offer tailored solutions to optimize our clients' online presence. We are thus a valuable partner for you when you want to set up professional tracking that provides all the data you need for strategic decisions and monitoring your online marketing activities. Contact us now without obligation !

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