In the dynamic field of search engine optimization (SEO), professionals tend to predominantly focus on Google. However, Bing, the often-overlooked search engine from Microsoft, offers unique opportunities and challenges that deserve closer examination. With a steadily growing market share and a user base with specific demographic characteristics, Bing SEO is no longer an optional addition but an essential component of any comprehensive SEO strategy. This article highlights the importance of Bing SEO, its differences from Google, and offers practical tips and strategies to boost your website's position in Bing search results. Bing Usage and Market Share In 2023, Bing achieved a significant market share, making it an indispensable element of any SEO strategy. Interestingly, Bing users are, on average, older and have higher incomes than Google users. These demographic factors can be particularly relevant for businesses whose products or services are targeted at this audience. Image 1: Global Search Engine Market Share - up to November 2023 Image 2: Market Share Divided into Desktop and Mobile Analyzing Website Performance - Bing Webmaster Tools Analyzing how your website currently performs on Bing is a crucial first step. Bing provides its own tools for this purpose - the Bing Webmaster Tools. These Webmaster Tools can be seen as the counterpart to Google Search Console (GSC). This tool offers you deep insights into your website's performance in SEO. You can see how your page is indexed, which queries generate traffic, and where there may be issues that need to be resolved. [object Object] Bing offers specialists a detailed Bing Webmaster Tools Guide in the form of guidelines. Image 3: Integration of IndexNow from Microsoft Bing Webmaster Tools Unlike Google Search Console, the Webmaster Tools show the status quo of backlinks. This is also reflected in the ranking factors relevant to Bing. While Google recently confirmed that backlinks are no longer among the three relevant ranking factors, this metric still holds significant importance for Bing SEO. IndexNow - The Solution for the New Bing IndexNow is an innovative technology that allows website operators to directly submit their latest updates and content changes to search engines like Bing. This tool breaks through the traditional waiting period for search engine crawlers, bringing fresh content into the search results almost in real-time. It is particularly valuable for dynamic websites that change frequently. The integration of IndexNow into Bing Webmaster Tools is straightforward, either via an API or through user-friendly plugins in popular content management systems like WordPress. This integration ensures a quick and smooth update of content. Image 4: Integration of IndexNow from Microsoft Bing Webmaster Tools In an era where Bing is enhancing its search with advanced AI technologies, understanding the interactions between conventional search and AI-driven chat functions is important for effective SEO. Using IndexNow allows search engine crawlers to be directed. Alongside IndexNow, the classic SEO fundamentals such as maintaining the XML sitemap and providing high-quality content with structured data remain important for successful search engine optimization. Challenges and Solutions in Bing Search Engine Optimization Bing presents its own set of challenges and opportunities in the SEO space. A common issue is that many websites are over-optimized for Google, which can negatively impact Bing rankings. A key aspect of SEO for the Microsoft search engine is the quality and structure of backlinks. Bing places high importance on the authenticity and authority of backlinks, meaning that high-quality, relevant links are crucial. Another challenge is content adaptation. While Google uses complex algorithms to analyze user intent ( keyword E-E-A-T ), Bing tends to take keywords and title tags more literally. Therefore, it is crucial to carefully select keywords and phrases and integrate them naturally into the content. Key Factors for Bing SEO To succeed on Bing, certain factors need to be considered. Content-wise, the factors are no great surprises. It is important to recognize the weighting and relevance and derive measures accordingly. Backlink Quality: Invest in building a strong backlink profile with links from high-quality, relevant websites. Keyword Optimization: While you should incorporate keywords naturally, it is important to use them in titles, headings, and main text. Technical SEO: Bing places significant emphasis on technical aspects like loading times, mobile responsiveness, and clean code. Social Signals: Bing considers social signals such as likes, shares, and comments as indicators of content relevance and popularity. Practical SEO Optimization Tips for Bing To effectively optimize your website for Bing SEO, there are several key aspects you should consider. The first and perhaps most important step is creating high-quality content. This content should not only be informative and relevant to your audience but also user-friendly. A clear structure, engaging headings, and easily understandable language are key elements. The goal is to create content that is not only optimized for search engines but also provides real value to your visitors. Another crucial step is utilizing the Bing Webmaster Tools. By regularly reviewing and adjusting your SEO strategies based on this data, the visibility and performance of your website on Bing can be significantly improved. Mobile optimization of the website is also essential. Bing places great emphasis on websites functioning well on mobile devices. This means that your website should be easy to navigate, load quickly, and look good on smaller screens. Mobile compatibility is important not only for Bing but also for your users as more people access the internet via mobile devices. Finally, local SEO should not be overlooked. Bing places great emphasis on local search results. Therefore, it is important to integrate local keywords into your content and ensure that the website is optimized for local search queries. An effective way to increase local visibility is to use Bing Places for Business. By listing your business, you can ensure that it appears in relevant local search results. This is especially important for businesses that offer local services or have physical locations. By following these steps and continuously working on optimizing your website, the visibility of the website on Bing can be improved, ensuring it appeals to both search engines and your users. Optimizing for Bing Chat To optimize your website for Bing Chat, Bing's AI-driven chatbot, it is important to focus on the quality and credibility of your content. Bing Chat pulls information from reliable sources, so your content should be accurate, well-researched, and trustworthy. This increases the likelihood that your website will be used by Bing Chat as an information source. Format content to provide clear and concise answers to frequently asked questions in your field. A well-structured FAQ section can be particularly helpful here. Bing Chat looks for content that provides direct answers to user queries, and a clearly structured FAQ section can make your content more accessible to Bing Chat. The use of structured data and schema markup is also crucial. This technique helps the Bing Chat algorithm better understand the context and meaning of your content. Implement schema markup to highlight important information on your website and assist Bing Chat in extracting relevant data effectively. Since Bing Chat prefers up-to-date information, it is important to regularly update content. It is highly recommended to keep your website content always up-to-date. This increases the chances that Bing Chat will classify the content as current and relevant. Mobile optimization is also a critical factor. Many users access Bing Chat on mobile devices, so it is crucial that your website loads quickly, is easy to navigate, and looks appealing on smaller screens. Additionally, promote engagement and interaction on your website. Bing Chat might consider user engagement indicators for the usefulness and relevance of the content. Comments, reviews, and frequent user actions can help your website be positively perceived. An overall strengthening and positive reputation of the online presence should always be kept in mind. Be active on social media channels, publish guest contributions on other websites, and network with other authorities in the industry. A strong online presence can increase the credibility and reach of your content and thus boost your visibility within the Bing ecosystem. By incorporating these aspects into your SEO strategy, these measures can increase the likelihood that Bing Chat will use your website as an information source and enhance visibility and reach within the Bing ecosystem. Google vs. Bing - No Winners In the world of organic search engine optimization (SEO), the debate between Google and Bing is one that frequently arises. Both search engines have their own strengths, weaknesses, and peculiarities that are of great importance to SEO experts. Google, the undisputed giant among search engines, is characterized by its highly developed algorithms that process an immense amount of data to deliver the most relevant and high-quality results. Google is known for its constant algorithm updates aimed at improving the search experience and combating spam or low-quality content. For SEO experts, this means constantly staying informed and adapting their strategies to keep up with the latest changes. Google places great emphasis on factors such as mobile compatibility, page load times, user experience, and high-quality content. Bing, on the other hand, may have a smaller market share but offers some unique advantages. Bing places great importance on social signals and integrates them more strongly into its ranking algorithms. This means that content that performs well on social media may do better on Bing than on Google. Bing is also known for its strong emphasis on local search results, offering great opportunities for local businesses. Additionally, Bing has a somewhat more transparent relationship with SEOs by providing more insight into its ranking factors. An interesting difference between the two is also how keywords are handled. In recent years, Google has increasingly focused on the intent behind search queries rather than exact keyword matches. Bing, on the other hand, tends to weigh more precise keyword matches more heavily. [object Object] The user base is another important factor. Google has a broader and more diverse user base, while Bing attracts specific demographic groups more strongly, such as older internet users. This can impact the type of content that should be optimized depending on the target audience. For SEO experts, it is essential to recognize that an effective strategy often involves optimizing for both search engines. It's about finding a balance and understanding and utilizing the unique aspects of each platform. A well-rounded SEO strategy should not focus solely on one search engine but consider the advantages of both systems to achieve the greatest possible online visibility. The art lies in understanding and adapting to the ever-changing algorithms of both platforms to achieve the best performance for a website. Conclusion [object Object] The comparison between Google and Bing clearly shows how different their algorithms and user interfaces are. Google uses advanced AI and machine learning to deliver results based on the context of search queries. Bing, on the other hand, places more emphasis on backlinks and social signals. These fundamental differences in the approaches of both search engines have significant impacts on developing an effective SEO strategy. [object Object] If you want to find out which SEO strategy and which search engine is right for your target audience, get in touch with our SEO experts.

In the world of digital marketing, TikTok has sparked a revolution. With more than a billion active users worldwide , this platform is no longer just a source of entertainment but has also established itself as a tool for online marketing and SEO. In this article, our SEO experts highlight the role of TikTok in the context of search engine optimization (SEO), examine how TikTok functions as a search engine, and outline strategies to optimally utilize TikTok search to maximize platform reach. TikTok has become a preferred platform for discovery searches among Generation Z users. The format of short, engaging videos provides a new type of search experience that appeals to this demographic group. Google and YouTube inevitably need to adapt to keep up with this trend. [object Object] These insights reflect the changing digital media landscape in the way people consume news and search for information, especially among younger audiences. [object Object] This article also addresses the development of a potential partnership between Google and TikTok - whether sooner or later, the world of search engines will completely reorganize. What is TikTok SEO? TikTok SEO refers to the optimization of content within the social media platform TikTok to maximize visibility and engagement. Unlike traditional SEO, which focuses on websites and search engines like Google or Bing, TikTok SEO focuses on optimizing video content for TikTok's internal search function and algorithm. This involves the strategic use of hashtags, the creation of trend-appropriate content, and targeting the interests and behavior of the audience. With the growing popularity of TikTok as a platform for digital marketing, it is essential to understand and apply the principles of TikTok as an organic search engine. An effective TikTok SEO strategy can lead to increased visibility, generate more engagement, and ultimately contribute to greater reach and brand awareness. [object Object] The TikTok algorithm evaluates content based on user interactions such as likes, comments, shares, and watch time. Therefore, creating engaging, authentic, and interactive content is crucial for success. Key Factors for TikTok as a Search Engine Some of the most important factors to consider in TikTok SEO are: Selection of relevant hashtags: Using trending hashtags and specific hashtags that fit the target audience can significantly increase visibility. Creation of trend content: Adapting content to current trends and challenges on TikTok can help increase engagement. Understanding audience behavior: Analyzing what appeals to the audience and motivates interaction is essential for creating effective content. Profile optimization: A compelling and appealing profile helps gain user credibility and trust. For brands and businesses, being present on TikTok and utilizing search functions is crucial to reaching a younger audience and increasing brand awareness. By optimizing their content for TikTok search, companies can enhance visibility and connect directly with their target audience. TikTok vs. Google In the current digital landscape, users, especially the younger audience up to their late 20s, prefer TikTok over Google for searching information or answers. [object Object] Here are some examples: Recommendations and recipes: Instead of reading lengthy blog posts to find a new recipe, users prefer the TikTok platform for quick, concise video content. TikTok’s algorithm offers personalized and relevant content based on users’ previous video interactions. Learning platform: TikTok has established itself as a learning platform offering a variety of small communities on topics such as gardening, DIY projects, or dog training, and more. Users interact directly with content creators to ask questions and receive useful advice. This type of knowledge transfer and direct interaction makes TikTok a preferred platform for acquiring information and learning. Currently, there is no officially confirmed source for tracking search volume and trends of keywords on TikTok. The origin of data used by third-party providers like keywordtool.io remains uncertain, making direct comparisons of search volume between TikTok and Google difficult. Although TikTok offers its own Keyword Insight Tool , it does not provide traditional search volume data. Instead, it offers indicators like impressions and likes that can give insights into popular topics on the platform. A comparison of search history data for the month of November can be insightful in understanding the visibility of certain topics both on TikTok and in the universal Google search. It is expected that TikTok will continue to grow, which means tools must be upgraded to provide adequate data in the future. In addition to the aforementioned example, further industries are identified where Google may lose relevance. Industries such as gaming, travel, as well as beauty and fashion are expected to increasingly focus on TikTok, creating new challenges and opportunities for search engine optimization and marketing in these areas. Partnership Between the Giants: Google and TikTok In the fall of 2023, it became known that TikTok is testing a “search” partnership with Google. This meant that in the TikTok app, Google search results were visible. The partnership between Google and TikTok represents a remarkable step in the world of digital media. It involves integrating Google search queries into TikTok's search stream, a response to TikTok's growing influence as a search engine among younger users. Google hopes to strengthen its presence among these users, while TikTok could benefit from expanded discovery opportunities. This collaboration also involves the integration of Wikipedia content for certain search queries. However, details of the financial arrangements and regulatory implications of this partnership remain unclear. This initiative showcases both platforms’ efforts to expand their offerings and adapt to changing user needs to remain relevant. [object Object] We can look forward to seeing how developments progress in 2024. Conclusion - TikTok in the Fast Lane The interaction between TikTok and Google, as well as the insights into the social media platform's target audiences, offer unique opportunities and challenges for brands and shops! TikTok for organic search engines requires a different approach than conventional SEO. The keys to success are utilizing TikTok search, understanding the TikTok algorithm, and creating captivating content. Opportunities for brands : TikTok offers tremendous opportunities for brands and businesses to reach target audiences. Adaptability and creativity are critical for long-term success on the platform. This overview demonstrates that TikTok is a dynamic and growing platform that is constantly evolving, opening new horizons for both users and brands. [object Object] Internetwarriors GmbH already has extensive experience in SEO optimization for channels like YouTube or Instagram. In the long run, TikTok is expected to overtake YouTube search. To remain visible in the organic sector, a TikTok SEO strategy should be firmly embedded in the processes. We can support you in this. Contact us.

The world of organic Search Engine Optimization (SEO for short) is constantly evolving. Especially after the AI/AI wave that made a splash at the beginning of the year, there's a need to rethink the conceptual and strategic direction of a website. With the annual updates of search engine algorithms, especially from Google, website owners and SEOs need to stay continuously informed to meet the requirements. One term that has become particularly prominent in recent years is E-E-A-T . But what does this term mean, and why has it become so important? What master plan does Google have behind it? This article will detail Google EEAT , define concrete implementation measures on pages, and even take a peek into the crystal ball. What is Google E-E-A-T? Google recently celebrated its 25th anniversary. Since its founding in 1998 , the search engine has continuously evolved to provide users with the most relevant and highest quality information. Over the years, the way Google evaluates the quality of websites has changed and been refined. EEAT has emerged as one of the decisive factors in Google's quality evaluation. But let's take a closer look at the acronym. What does E-E-A-T mean? E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These criteria play a crucial role in evaluating content and websites. Experience: Experience refers to how much direct knowledge or practical experience the authors have about a product, service, or the content of a webpage. Simply put: Are there really specialized skills on a particular topic? Expertise: This means that the content is written or created by someone with deep expertise in a specific area. Authoritativeness: This refers to the reputation of a website or author. Content written by a recognized authority or expert in a field is seen as more credible. Trustworthiness: This addresses how safe and trustworthy a website is. This includes both technical aspects (like a secure connection) and content aspects. When examining the individual factors, it becomes clear that differentiation of the four core themes is not always possible. There are many overlaps in SEO EEAT. The basic principle, however, should always be kept in mind. Figure 1: Composition of EEAT How long has E-E-A-T been around? The concept of E-E-A-T is not new. It was first introduced in the so-called "Quality Rater Guidelines" in 2014. However, it has gained significant importance in recent years as Google places increased value on high-quality content. With the latest Helpful Content Update (September 2023) from Google, the importance of the four Google EEAT factors has been emphasized once again. Why is E-E-A-T so important for SEO? With an increased focus on experience, expertise, trust, and authority, Google has made it clear that quality is at the heart of its evaluation criteria. Websites that follow the E-E-A-T signals have a better chance of ranking higher in search results. Therefore, it is crucial for anyone dealing with these factors to understand, apply, and, of course, measure the successes associated with the E-E-A-T principles. Take a look at the manual - Google's Quality Rater Guidelines Google uses a complex algorithm to determine the order of search results—and thus the relevance. The algorithm is one of the best-guarded secrets in the world; it is constantly adjusted and updated. Often this happens quietly or with a " Core Update " bang.  To ensure that the algorithm works effectively and to incorporate human feedback into the process, Google deploys so-called " Quality Raters ." With the AI/AI wave, Google still relies on real people of flesh and blood. These raters follow a specific guide, known as the Search Quality Rater Guidelines (SQRG for short). What are the Search Quality Rater Guidelines? The guidelines are a detailed document provided by Google to help Quality Raters evaluate websites and search results. They are not direct instructions for the algorithm, but rather a guide that helps raters evaluate the quality of websites in relation to user queries. However, the ratings defined by the raters can certainly influence the Google algorithm . "Our Search Quality Rating Process measures the quality of Search results on an ongoing basis. We work with ~16,000 external Search Quality Raters who provide ratings based on our guidelines and represent real users and their likely information needs, using their best judgment to represent their locale." Source: https://services.google.com/fh/files/misc/hsw-sqrg.pdf In Detail: Raters are instructed to identify and evaluate the main content of a page to determine if it fulfills its intended purpose.  Possible intentions could be:  Clarification : Content that aims to clarify misunderstandings or debunk myths. Inspiration : Posts that serve to motivate people, find new ideas, or encourage creative thoughts. Education : Content that conveys specific knowledge or skills. Persuasion : Texts or presentations aiming to change opinions or encourage action. Reflection : Content that shares personal thoughts, feelings, or life experiences. Criticism : Analyses or reviews highlighting the strengths and weaknesses of products, services, or ideas. Interaction : Posts that encourage active audience participation. The Google EEAT factors are a significant part of the guidelines. Raters are instructed to evaluate the main content in terms of how well it meets these criteria. These criteria include, for example, page quality and search results.  Page Quality: This refers to the overall impression of a website, including the main content, user experience/usability, and other factors. A high-quality page should have a clear purpose and provide genuine value to users. Search Results: Raters assess whether the displayed search results are useful for a given search query. The goal is to ensure that the results help users find the information, content, or answers they are seeking. YMYL (Your Money or Your Life): Google identifies certain pages as particularly important because they can significantly impact users' lives, health, or financial well-being. Such pages are evaluated against higher standards—also in terms of E-E-A-T. Simply put: Websites with YMYL content have a higher status in ratings according to EEAT criteria—Google takes a close look.  Figure 2: User Intention with the Keyword Batman: Superhero vs. City in Turkey In summary, the Google Search Quality Rater Guidelines are an essential document for anyone who wants to understand how Google works and the requirements for high-quality web content. By familiarizing oneself with these guidelines and following their principles, one can increase their chances of being more visible in search results and providing real value to users. Optimizing the Website According to E-E-A-T Signals The concrete question now arises: How should the content of a page be optimized so that users can find it, the human Quality Raters rate the page as relevant and positive, and the world's leading search engine, Google, is satisfied? Here are some specific recommendations for optimization according to SEO EEAT signals. Author Boxes – Don't Hide Your Expertise A classic author box is a small, prominent box usually found at the end of an article or post. It briefly contains information about the authors in the form of a short biography, an appealing photo, and links to social media or other relevant sites. The benefit is clear. The element gives the entire article a face as a trust-building measure. It demonstrates clear (professional) expertise, which has weight in the E-E-A-T signals based on qualifications and links. Links to possible social media profiles, such as LinkedIn, strengthen the credibility and thus the entire user experience on the website itself.  In summary, it provides a genuine added value with a seemingly small element. A stronger influence on EEAT in SEO can be achieved if these info boxes link to complete author subpages. These pages offer the opportunity for ranking those authors' names explicitly or in combination with potential field-specific keyword combinations. Figure 3: Sample Author Box Reviews are Good – Trust is Better Reviews on websites (even in combination with tools like Trusted Shops etc.) are still an important indicator for users to assess a website's trustworthiness.  Building Trust: Reviews, especially positive ones, help strengthen users' trust in a brand or company.  Indicator of Quality Content: Reviews can serve as an indication of the quality of products, services, or content. User Engagement: Reviews promote user engagement, which can be a positive signal to Google that the content is relevant and valuable. Therefore, companies should strive to obtain genuine and predominantly positive reviews from their clients and appropriately manage and respond to them.  It's important that the review profile remains realistic. Users are naturally skeptical, and consistently 5-star reviews are more likely to be viewed with suspicion. Figure 4: Sample Google Reviews No Excuses – The Technology Must Work Just like a train can't run on broken tracks, a website can't have organic visibility if it has significant technical issues.  The technology of a website is crucial for the EEAT concept in search engine optimization as it forms the basis for a high-quality user experience and determines the integrity and credibility of a website. The following points are of importance: [object Object] [object Object] A Secure and Accessible Website: One would think that this topic has reached everywhere by now. Unfortunately, many pages on the web still lack basic security measures. Secure access via HTTPS shows that a website takes data protection and security seriously, which increases trustworthiness. Accessibility ensures that search engines can easily crawl and index the content. Avoidance of Technical Errors: Errors like dead links, 4xx/5xx errors, or issues with duplicate content can impact the trustworthiness of a website. The health of a website should be regularly critically reviewed. Information from the Google Search Console provides many helpful insights.  Fast Loading Times: A fast load time enhances the user experience and can increase trust in the site. Overall, a solid technical foundation forms the basis for a website to be seen as authoritative and trustworthy. If the technical foundation or CMS of a website is not up to date, the EEAT profile may suffer, regardless of the content quality. Conclusion in Dealing with E-E-A-T For implementing EEAT factors, the derivations and reasons (from Google) are of interest. This information should be kept in mind by anyone optimizing their website. Also crucial are the regularly published updates or significant adjustments from Google that may affect the search algorithm or the appearance of search results.   In summary, however, E-E-A-T is crucial for creating and presenting high-quality content on the web. Websites that provide content with high expertise, authority, and trustworthiness tend to have a better chance of ranking well in Google's search results. If you want to optimize your website according to Google EEAT signals, we can significantly support you in the implementation. Contact our experts in this area and schedule an appointment . 

A headless CMS is a flexible content system that delivers content via an API. In these systems, several aspects change regarding SEO: On one hand, different indicators must be considered for in-depth technical analyses. On the other hand, the advantages, such as load time and performance, are enormous. [object Object] In this blog article, you will learn about the synergy effects of headless CMS in SEO and how to leverage them for optimizing your website. What is a Headless CMS? A Headless Content Management System (CMS) is a modern approach to managing and delivering content for websites. Unlike traditional CMS models, which tightly link content with presentation, a headless CMS separates these two aspects, allowing developers and editors to focus on what they do best. In a traditional Content Management System, the frontend and backend systems are interconnected. The CMS not only allows content creation and management via the backend but also displays this content to end users via a specific frontend - in the form of a website. Some examples of such traditional CMS are WordPress, TYPO3, or Drupal. By contrast, a "headless" CMS separates these two systems. It focuses solely on the backend: the creation, management, and storage of content. It has no predetermined way to display this content. That's why it is called "headless," where the "head" is a metaphor for the frontend or presentation view. The Advantages of a Headless CMS In a headless CMS, content is typically provided via an API (Application Programming Interface), often a RESTful API. [object Object] This allows developers to use the content in any context: from displaying it on a website to using it in a mobile app or on digital displays. [object Object] This architecture, combined with the separation of backend and frontend, offers several advantages: Flexibility: Developers are no longer limited by the technologies or templates dictated by the CMS. They can choose technologies and frameworks that best suit their requirements. Omnichannel Delivery: Since content is provided via an API, it can be used on a wide variety of platforms and devices. This means the same CMS could deliver content to a website, a mobile app, a smartwatch app, and so on. Scalability: Since content display is separated from content management, both parts can scale independently. This can be particularly useful when the load on one of the systems fluctuates, potentially affecting performance. Security: As the frontend is separate from the backend, a security breach in the frontend does not directly affect the backend and vice versa. [object Object] Headless systems also offer variability in content creation. Developers can create and store content once, allowing for faster updates and more efficient distribution across multiple platforms. Moreover, developers can tailor their content for various devices and screen sizes to ensure optimal display, regardless of the device or browser used. Headless CMS & SEO - Can It Work? [object Object] Headless SEO is a methodology that has increasingly established itself in the field of digital marketing. It is a form of search engine optimization (SEO) that optimizes web content for discoverability and indexing by search engine crawlers, without being tied to a specific website or platform. In other words, headless SEO allows content to be created once and then indexed and found on multiple websites. And this is where one of many challenges in SEO lies. [object Object] In terms of website speed and Mobile First, a headless CMS certainly offers advantages over a traditional CMS. However, there are some content-related pitfalls. By considering this more strongly in the backend from the outset, a headless CMS can be just as SEO compliant as a traditional CMS. Combined with the advantages in technical SEO, this brings significant benefits to the headless CMS itself. [object Object] Despite the many benefits of headless SEO, there are also some challenges involved. Primarily, headless SEO requires a webmaster to be well-versed in both web development and search engine optimization. Without comprehensive knowledge of both disciplines, it may be difficult for webmasters to handle the complexity of a headless CMS. Moreover, since content is stored on multiple platforms, it can be harder to monitor content performance and make changes when necessary. Handling JavaScript SEO in Headless CMS The Googlebot initially crawls the HTML of a website. This is because JavaScript rendering consumes considerable resources and is therefore postponed. If there is JavaScript on the page, the page is queued and then rendered with delay (this delay can be a few seconds, but can also be longer). After rendering, the rendered HTML is added to the previously indexed content. Thus, the HTML framework of the page is first in the index. This means that until the JavaScript is rendered, an incomplete page is in the index. If, therefore, important elements are delivered via JavaScript, they are missing. For example, the search engine would then display individual title tags because the optimized snippets are delivered with JavaScript. Headless SEO Issues - Not Everything That Glitters is Gold [object Object] JavaScript SEO is an often underestimated but important discipline in organic search engine optimization. Headless systems come with not only advantages. As described above, all relevant and important content, which is typically delivered via JavaScript in headless, may be delayed or not read at all. These include: Metadata (Title Tag would then be perceived as identical) Canonical Tags (can massively impact crawling and indexing) Hreflang Tags Redirects (Google might then not read the redirects, leading to duplicate content and indexing problems) For in-depth SEO analysis, other tools should therefore be used to avoid losing visibility after a CMS switch. This is How SEO Works with Headless CMS Architectures It should be ensured that all SEO-relevant elements are delivered in HTML and not in JavaScript. Additionally, JavaScript files should be cleansed of unused code. Only the JavaScript (JS) needed on the page should be loaded, if necessary, the extensive JS-code can also be split across multiple files (for a smaller payload). [object Object] Better performance can ensure that Google renders JavaScript (faster), but this is only experiential and not officially confirmed. [object Object] If Google does not render the JavaScript or it takes too long (several days/weeks are certainly possible), prerendering or server-side rendering may be advisable. [object Object] JavaScript links should be avoided at all costs. The old-fashioned link implementation with <a href=""> should still be used. [object Object] We strongly recommend using a crawler that understands and can read JavaScript SEO with headless systems that use a lot of JavaScript. Nowadays, major tools like SEMrush, Sistrix, or Screaming Frog can handle it. However, as with non-headless-based systems, the  outcomes of the tools should be carefully questioned. The Path to More Organic Traffic: Web Analytics as the Key to SEO Optimization [object Object] Without solid data, you're in the dark. Web analytics provides you with the valuable information you need to refine your search engine optimization (SEO) and increase your organic traffic. [object Object] A precise analysis of your website data enables you to identify which pages and content are particularly well received and where optimization potential still exists. By specifically adapting your content and optimizing your pages, you can enhance your SEO performance and draw more organic traffic to your website. [object Object] However, data is only as useful as you interpret and apply it. This is where detailed web analysis comes into play, allowing you to analyze various metrics—from bounce rate and average session duration to the most visited pages. [object Object] Through targeted adjustments of page elements and content that have high user engagement, you can further strengthen your SEO and effectively promote organic traffic. In this continuous process of data analysis and optimization lies the key to a successful SEO strategy and an increasing number of organic website visitors. Conclusion - JavaScript & SEO [object Object] In summary, headless CMS offers a range of benefits for developers, editors, and website operators looking to harness the potential of search engine optimization. While there are some challenges associated with headless SEO, these can be overcome with a thorough understanding of web development and SEO practices. [object Object] Are you planning a relaunch to a headless CMS? How can you ensure that no visibility is lost during the relaunch and that you benefit from the full headless power? Contact us! 

Including FAQs on a website has many advantages. For example, they can reduce the load on customer service, increase conversions, or improve visibility in unpaid search results. This article explains in detail the various ways to create an FAQ page and how to optimize it for SEO. What is meant by FAQ? FAQ stands for “frequently asked questions” and can be translated as “commonly asked questions.” Specifically, this involves collecting the most important information on a topic and presenting it in the form of questions. These can include frequently occurring issues or the most frequently asked questions. FAQs are widespread in the software sector or other technical areas, but they can be useful for any topic and industry. One of the goals of FAQs is to answer questions from potential buyers easily, thereby reducing the burden on customer service. If a purchase has already been made and problems arise, the FAQ section prevents customer service from having to deal with the same easily answered questions. A well-prepared FAQ section benefits both users and companies. How do FAQs benefit SEO? First: Any type of relevant optimized content is positive for search engine optimization. With FAQs, you have the opportunity to cover composite keywords and phrases (long tail keywords) that a product page, for instance, does not answer. You will be found for questions that users have about a topic, such as your products or services. At the same time, you increase your authority in your field in Google's assessment because you provide a lot of relevant high-quality content. Greater authority means higher trust and thus a better chance of being found in unpaid search results even for competitive terms. Another SEO advantage is the chance of appearing as Rich Snippets on search results pages (SERPs). In the example of e-bikes, you see in the result below that two questions are displayed directly in the search result for the testberichte.de website. This gives the website more attention in the SERPs than results without this enhancement. Screenshot from the SERPs - Example E-Bikes What are the ways to integrate FAQs into a website? Depending on the purpose of the FAQs, different solutions offer themselves for integrating them on the website. Below are the most important ones and their advantages and disadvantages. Dedicated FAQ Page The first option is to create a single long FAQ page that lists all important questions. For better overview, an accordion element is often used in the layout, allowing users to expand and collapse answers to individual questions. Advantages Easy to set up and maintain Even simple questions that can be answered in one sentence are no problem for SEO Disadvantages Rarely ranks for (competitive) terms, as different topics are addressed on one page, and thus the focus is missing Fewer opportunities for good internal linking between individual questions SEO-friendly setup Each question as a sub-headline Use correct headline structure If technically possible, table of contents at the top of the page with jump marks to individual questions Where appropriate, link relevant products or services from FAQ texts Implementation of structured data (see below) FAQ Section on the Page An alternative with more SEO potential is a standalone FAQ section on the website instead of a single page. There is an overview page with all questions that link to subpages with the answers to the questions. If there are a large number of questions, they can be thematically categorized for better clarity. In the e-bike example, categories could include: General Questions, Brands, Models, Batteries, Maintenance, and Repair. Advantages Higher chance of being found for keywords More targeted optimization for keywords is possible, as longer texts are created and can be optimized for a larger number of keywords. Better usability, as no navigation on a long page is necessary Disadvantages More maintenance required, as many individual pages are created Individual FAQs require more content to avoid creating “thin content.” SEO-friendly setup Overview page with teasers and links to detailed FAQ pages with individual questions Detail pages with correct headline structure Minimum amount of content (if there are still questions with very short answers, it may be wise to exclude them from indexing) Cross-linking between similar FAQs Links to relevant product pages or services Implementation of structured data (see below) FAQ Section on Service Pages or Product Pages Product or service pages also benefit from an FAQ section. Especially if there are very specific questions about a particular product, they are well placed on the product page. They can help reduce reservations against a purchase or answer questions that would otherwise occupy customer service. In the worst case, users might bounce off if they do not find an answer to their question and purchase the product from a competitor. Advantages Expands content on these pages with useful and relevant phrases and terms Questions can appear as extensions in search results (Rich Snippets) for product pages or services, gaining more attention. Disadvantages For high-competition keyword combinations that individual FAQs are optimized for, there is a significantly lower chance of ranking than if these were created as standalone pages. SEO-friendly setup FAQ section with heading Individual questions as headlines (observe correct headline structure) Implementation of structured data (see below) FAQs as Blog Posts If the CMS does not allow a standalone FAQ area, one option is to incorporate FAQs in the form of blog posts. Each blog post answers a question for which keywords with sufficient search volume have been defined. Advantages Easy maintenance Good chance of being found Disadvantages Individual FAQs require a minimum amount of content They may get lost on the website (worse usability) SEO-friendly setup Correct headline structure Minimum amount of content Cross-linking between similar FAQs/blog posts Links to relevant product pages or services To prominently place FAQs on the website, you could create FAQ as a category in the blog and link this category page. Implementation of structured data (see below) Optimizing FAQs for Search Engines - 3 Additional Tips Above, guidelines for SEO-friendly setup of the various types of FAQ pages were already given. We want to provide you with three additional tips to take your FAQ SEO to the next level. Selecting Appropriate Questions If you have set up your FAQ section so that each question has its own page, we recommend conducting a keyword analysis to research subtopics or questions that are of interest. If you have already collected questions you know to be relevant from practice, such as those your customer service regularly receives, keyword analysis can help you describe these questions with the words your target audience uses. The goal is to identify terms or phrases that are frequently searched for. You can use these sources for your keyword analysis and question identification: Paid keyword tools Free keyword tools (such as answerthepublic) Google search results: Google suggestions, questions in the Google search SEO tools displaying competitor keywords Your own analysis tools, especially Google Search Console, which shows you which topics and questions you already have some visibility for. Screenshot from the SERPs - Example E-Bikes Using the example “E-Bikes”, you could identify this incomplete list of general topics and questions: Which e-bike is recommended? (Question in Google search results) Which e-bike motor is the best in 2022? (Question in Google search results) How much does a good e-bike cost? (Question in Google search results) Which e-bike suits me? (Keyword tool in SEMrush) How long does an e-bike battery last? (Keyword tool in SEMrush) Who repairs e-bikes? (answerthepublic) How to charge an e-bike battery? (answerthepublic) Use FAQ Markups If your CMS allows it, it is recommended to integrate structured data to help Google interpret and classify content. In the case of FAQs, the FAQPage markup ensures that Google recognizes what a question is and what an answer is, allowing this content to be classified as an FAQ. You can find detailed explanations at Google as well as on the schema.org page for FAQPage and QAPage . Structured data can be verified using Google's “Rich Results Test” tool. The tool shows which markups have been incorporated and whether they contain errors. In the example of the testberichte.de page, we see in the Google tool that the FAQ markup was used, which generates the enhanced search result: Optimize Internal Linking One of the greatest advantages of an FAQ section on the website, besides generating relevant content, is the opportunity to improve internal linking . Linking related pages within your website strengthens the linked page and also helps users find new content and stay on your website longer. Therefore, consider with each individual question whether there are meaningful products, services, blog posts, other FAQs, or other pages that you can link to from the text. To achieve good internal linking, use a descriptive link text instead of a vague text like “read more here.” To identify appropriate links, it is also wise to ask after creating the FAQ text: what is the most sensible next step for users who ask this question and have read this content? Is it a product page? Do more questions usually follow? Is the answer to the question to use your service? Content Optimization from FAQ to Blog with the internetwarriors Do you want to improve your organic visibility with optimized content? Our experienced SEO team knows all the tricks and tools to be found better on Google. We analyze your content , assist you with optimization, or provide you with relevant optimized content for your website or online shop. This could be FAQ texts, but also product descriptions or blog posts. Contact us, and we will be happy to provide you with a non-binding, customized offer! Did you enjoy the blog? Share it now! Facebook Twitter Telegram Linkedin Envelope Whatsapp AUTHOR

Table of Contents There is ongoing discussion about how relevant SEO will continue to be as a marketing measure in the future. Repeated adjustments to Google's sophisticated algorithm cause uncertainty, and competition in the search engine constantly rises. And some people ask themselves: Is SEO dead? Why is SEO important? There are several reasons! Although search engine optimization will change and come with new challenges, SEO will continuously be of enormous importance for securing successful positions in the rankings. Search engine optimization comes with many advantages and is definitely part of a holistic online marketing strategy. As an SEO marketer, it's crucial to flexibly respond to changing conditions and new adjustments to emerge as a clear winner from the complex competition of search engine optimization. The Importance of SEO as a Marketing Channel Search engine optimization (SEO) is a long-term process aimed at improving rankings in organic search results. In reverse, this means: As long as there are search engines based on algorithms, the significance of SEO as a cornerstone of digital marketing strategy will be tremendously high. Accordingly, SEO is the foundation of all online marketing measures, even for SEA and Google Ads. The success of search engine advertising is also dependent on SEO optimization because, even in this competition, the highest bid is not always counted, but the relevance of content also matters. Ultimately, only users who encounter a user-friendly and relevant page will lead to a conversion. SEO Importance - A Practical Example Traffic sources by type for ebay.com from the SEMrush tool   Looking at a real-world example from ebay.com, it becomes clear the significant role SEO plays as a traffic source. While paid search accounts for only 0.5% of total traffic, SEO contributes 71.45% of total traffic through direct entry. There is no question that SEO is indispensable for successful online marketing. Search Engine Optimization: Benefits and Advantages The benefits of search engine optimization speak for themselves. Unlike other marketing channels, SEO does not involve immense costs, reaches the target audience directly, and grants long-term, sustainable marketing success. Meaning: SEO is definitely not “dead” but continues to offer enormous potential: SEO Advantage 1 - Long-term Reach Through Top Positions Compared to paid search ads, search engine optimization offers a significant advantage: SEO is a long-term marketing strategy . Successes are only visible over time, but they last much longer. While the effect in paid search only occurs during an active campaign, SEO has a sustainable impact. At the same time, users assign higher trustworthiness to organic search results in comparison. Top positions in SERPs generally achieve very high click-through rates . This effect can be further strengthened with professional SEO implementation, be it through optimized meta-tags or structured data . SEO Advantage 2 - No Cold Acquisition Thanks to SEO Organic top rankings are built on a pull marketing strategy . A user actively searches for a term, service, or product and usually chooses a domain that is found in the upper rankings. Cold acquisition measures to convince potential new site visitors of the nature of a product or service are unnecessary. Instead, the focus is on directing already interested users to your own site through a successful SEO strategy. SEO Advantage 3 - Search Engine Optimization is Cost-efficient The marketing channel SEO incurs relatively low costs. Search engine optimization does not depend on who has the largest advertising budget available, but rather evaluates how relevant and optimized your own content is presented on the website. Of course, implementing an SEO strategy requires extensive expertise and years of experience, but this time and cost investment pays off in the end. A website that records lasting top rankings for relevant keywords due to SEO measures does not need to be advertised in the SERPs via paid search ads because it essentially advertises itself. SEO Advantage 4 - SEO Improves the User Experience Although search engine optimization primarily aims to achieve high rankings in the SERPs, it also serves as the foundation for an accessible and user-friendly website . This applies to both technical SEO and content marketing SEO. A site, for example, that is difficult to access due to long loading times and poor structure will lead to a dropout for most users. The same can be observed with SEO content, if a site does not meet the user intention, especially in informative searches, due to poor content quality. Especially in terms of accessibility, an SEO-optimized site is essential. Easy-to-understand language, a clear structure, and stored image alt tags are crucial to making content accessible to users with disabilities. SEO Advantage 5 - SEO is Suitable for Any Business No matter how big a company is or what budget is available - in principle, search engine optimization offers everyone a chance! In the search results, it's less about popularity and budget but rather about how relevant the corresponding SEO content is to the user. Small regional service providers and businesses can achieve good rankings just as well as large, well-known brands. The same goes for newcomers who mix into the SEO competition. With a targeted SEO strategy, there are no limits to success here either. internetwarriors - Search Engine Optimization Consulting in Berlin As a 360° online marketing agency based in the heart of the capital, we support you in all areas of search engine optimization - from creating SEO content and coordinating content marketing to technical SEO analysis and optimization of your website! We understand search engine optimization as a cornerstone of digital marketing - from SEA to social media - and use our years of experience and expertise in search engine optimization to develop a successful online marketing strategy together with you. As part of our SEO support , we identify errors and weaknesses on your website, actively assist in implementing SEO measures, and provide comprehensive consulting for all your questions. Get in touch with us now without obligation! Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram LinkedIn Envelope WhatsApp AUTHOR

Table of Contents The SEO Onpage Analysis is one of the most requested services at our agency, but it is also one that is often misunderstood. The ideas of what an analysis means vary widely. What we understand as a professional SEO analysis and what doesn't deserve this name is explained in this article. Do you need a comprehensive SEO analysis of your website?

Table of Contents Is Gendering a Good Idea from an SEO Perspective? Gender-inclusive language is a topic that occupies many people. According to a survey by Infratest , only 26% of respondents have a positive opinion on gender-inclusive language, while 36% completely reject it. In contrast, 35% of companies, according to a Randstad-ifo survey , use gender-neutral language in their external communications. The website is an important part of external communication. Since many companies optimize their texts for search engines, the question arises: to what extent does gender-sensitive language affect rankings, and how does it influence SEO performance? Our SEO Warriors reveal the current state and tips in this article. What is "gender-sensitive language"? German is a very binary language, with personal titles coming in both male and female forms (example: expert vs. Experte and Expertin, experts vs. Experten and Expertinnen). Previously, the "generic masculine" was popular - the male form was used as a general term, implying all non-male persons without explicitly addressing them. Gender-sensitive language is not a new topic, even if the public attention it currently receives from the media and politics suggests otherwise. It is about using language that includes everyone - challenging the male "default" and replacing it with inclusive language. Depending on the interpretation, this means addressing both men and women - or additionally people who do not fall within this gender binary. Since the end of 2018, it is possible to register one's gender not only as female and male but also as "diverse". Depending on which forms of gender-sensitive language are used, these people are either included or not. What are the options for gender-sensitive language? There is no uniform guideline for how gender-sensitive language should look. Over the past few years (even decades), various forms have emerged, none of which have clearly prevailed: Including both women and men: Mentioning both female and male forms (Radfahrerinnen und Radfahrer) Inner capital I (RadfahrerInnen) Slash (Radfahrer/innen) Including all genders: Gender gap (Radfahrer_innen) Colon (Radfahrer:innen) Gender asterisk (Radfahrer*innen) Additionally, there are neutral formulations, for example: Cyclists People who ride bikes Bike-riding people Why and when is "gendering" important? As mentioned, opinions on gender-sensitive language vary widely. As does its implementation. Critics see the German language at risk or believe that mere language change doesn't create equality, and there are more important issues. However, language certainly has the potential to change reality. There are various studies on how language influences perception; for example, the FU Berlin found that language affects children's perception of professions. A sensitive approach to the topic is therefore appropriate and important. Which approach is the best choice for companies depends on various factors, such as the target audience and the company’s positioning on the topic. If you're unsure, you can consider these questions beyond the SEO aspect: What values does your company want to represent (conservative, traditional, modern, inclusive, etc.)? What is your target audience, and how do they view the topic? What is common in your industry? As the topic is very polarizing, it has the potential to appeal to or repel people just by how language is used. A target group that highly values inclusion will, for example, feel addressed by a website using inclusive, gender-sensitive language, while a more conservative audience might even consistently avoid purchasing from a company that uses gendering in their communication. What is the problem for search engine optimization? How does Google respond to gendering in texts? Does the use of gender-specific terms alone influence visibility? There is no clear answer so far, so we try to approach the topic. The generic masculine as a standard Since the generic masculine has been in use for so long and is generally the shortest form of a designation, it is used significantly more often in searches than female forms or gender-inclusive terms. Some examples: Hairdresser Berlin: 21,600 searches/month Female hairdresser Berlin: 20 searches/month Cardiologist Berlin: 7,700 searches/month Female cardiologist Berlin: 40 searches/month Tax advisor Berlin: 7,500 searches/month Female tax advisor Berlin: 80 searches/month Conversely, there are only a few counterexamples, but in the majority, the male form is more frequently searched: Lawyer Berlin: 2,200 searches/month Female lawyer Berlin: 2,300 searches/month In SEO, the general rule is to optimize for the keywords that are relevant and most frequently searched. Certainly one of the reasons why even female service providers often use the male form. Google's "Gender Bias" What does "Gender Bias" mean? "Bias" translates to German as "Voreingenommenheit." In relation to Google, it means that Google's search results represent and promote certain stereotypes. Even when specifically searching for female forms for certain services, Google shows male individuals in the results or even suggests using the male form instead. An example is a search for "female hairdresser Berlin": Google suggests "Did you mean: hairdresser berlin," and for "female stylist Berlin," Google asks, "Did you mean stylists berlin;" similar suggestions occur for "female surgeon Berlin" and "female electrician Berlin." This treats the female forms as if they are spelling errors, where the correct spelling is suggested. For other searches, like "female orthopedist Berlin" or "female cardiologist Berlin," there are no "correction suggestions." For gender-inclusive searches with an asterisk or colon, Google also interprets them differently; it doesn't seem as though the algorithm has understood "gendering" and the intention behind it. What does Google say about gendering? In the Google SEO office hours on 10.06.2021 , John Mueller, Senior Webmaster Trends Analyst at Google, was asked about gendering. The answer: He did not know the current situation at Google, but generally, they try to identify synonyms. Google generally tries to wait and react to user behavior. So if gender-specific terms are searched more frequently, Google would respond to them. What is the reality? The above examples of various searches and Google's different suggestions do not show a unified picture. The results are equally diverse. For some professional titles, only female service providers appear in the Map results, while aggregators and directories appear in the organic search results. For other keywords, even when searching for the female form, results for female service providers prevail. A comparison of the Title Tags in the results shows no pattern - sometimes male titles are used by women and still appear in searches for female service providers, sometimes they are in the female form. Searches for gender-inclusive forms with a colon or asterisk result in, for example, medical practices in the results. There is no unified result, but one thing is clear: Google partly considers female titles and gender-inclusive terms as mistakes - probably because these terms are so rarely searched for - and still displays male service providers. Should search behavior change, the algorithm is likely to adapt sooner or later, providing results that are more sensitive to the actual query. In many areas, it is advantageous to use the male form, even when it isn't accurate. Gender-inclusive language does not seem to be a good idea in SEO. So what options do companies have if they want to gender but fear disadvantages in ranking? Tips for gender-sensitive language in SEO Content How can you handle the use of inclusive language without fearing SEO disadvantages? Does gendering matter for your keywords? [object Object] If you have answered the questions about your company values and target group and have decided in favor of gendering: does this decision matter for your keywords? How many terms in your keyword sets would be affected? How many terms would change? You might find that nothing or only a little changes, making the risk low. [object Object] [object Object] [object Object] Optimize for alternative terms [object Object] There are usually alternatives to personal designations, such as the services themselves (for example, cardiology instead of female cardiologist) or the problems these services solve. Be creative and consider all the terms that can describe what you want to express. Check the monthly search volume - often, more general terms are even more in demand. [object Object] [object Object] [object Object] Use different spellings [object Object] If you find it impossible to manage without the generic masculine, you can offset this by using different spellings and thus including other genders. Switch it up and use multiple terms or the most searched word in crucial spots. [object Object] [object Object] [object Object] Further optimization measures [object Object] Keyword usage in texts is just one measure for greater visibility and better rankings. Use all the tools available to you - all technical and content optimization measures, consider your usability, and elements like images, internal links, and markups. OffPage SEO can also make a significant difference. The terms you specifically use should primarily reflect how you want to present yourself and whom you wish to reach. Think primarily of your users, less of search engines - an approach that is generally sensible in SEO copywriting. Support for Your Content Marketing Regardless of whether you gender or which form of gender-sensitive language you choose - the conscious use of terms and the creation of optimized content are important. Do you feel that your content could perform better? Our SEO Warriors are happy to support you, from keyword analysis to the planning of content that increases your visibility and revenue. Get in contact with us without obligation! Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram Linkedin Envelope Whatsapp AUTHOR

Table of Contents Do you find that you have significantly less data from your users available in web analytics than before? Current data protection regulations present big challenges for online marketing and data analysis. The German Telecommunications Act is also following this path starting December 1, 2021. Cookie-based tracking requires users' consent and results in data loss if consent is not given. Cookieless tracking, as enabled by providers like eTracker and Matomo, would technically be exempt from the Consent Manager (“Cookie Banner”), but it has other drawbacks. For instance, recurring users can no longer be captured, and attributing them to channels and campaigns involved in a purchase funnel is harder or impossible. In this article, we have explored the future of (marketing) cookies and ventured a look into the future . Today, we ask: What possibilities and methods exist to obtain meaningful data despite challenging conditions? Our web analytics warriors have compiled the top 6 tips for you. 1. Ensure error-free tracking Especially when less data is available or certain evaluations are no longer possible, it is crucial to set up tracking error-free to obtain accurate and meaningful data. All online marketing measures rely on user data to assess the success of campaigns and channels and to optimize them. Faulty data can significantly distort this image and lead to wrong conclusions. Correct tracking is therefore essential for effective online marketing. The most common errors include, for example: Tracking errors or missing tracking after a relaunch (the tracking code is not implemented) Faulty base code Tracking code implemented in the wrong place in the source code (a code placed too low in the code may not trigger if users leave quickly) Faulty transmission of e-commerce data, for instance, due to incorrect integration of the data layer for Google Tag Manager Faulty filter settings in the data view (for instance, more data is filtered out than intended) It is therefore important to carefully check the implementation of the tracking and the settings in the analysis tool and, ideally, have a web analytics expert set up the tracking. 2. Data evaluation through projections Even if data is lost through the inclusion of the Consent Manager (commonly referred to as “Cookie Banner”), there are ways to approximate the real user data. Companies with access to data collected before the implementation of the cookie banner can project what percentage of users are approximately no longer recorded due to the new banner because they do not give their consent. By doing so, all data can be projected to get an understanding of the total number of visitors. Depending on the implementation, the Consent Manager can mean a data loss of well over 50 percent. Projections help create a realistic picture. Matching with one's own data warehouse also provides insight into what actually happens in the shop, even if not all users and interactions can be captured. In this context, the use of additional tools is also important - see the following tip. 3. Use additional tools for data analysis Not all tools are based on cookies or personal user data and therefore do not require approval in the Consent Manager. An example of this is the Google Search Console, which gives very good insight into users of unpaid search ads on Google. Comparing is also beneficial here: how many organic users are captured in the web analytics tool, such as Google Analytics, and how many does the Google Search Console show? How does this ratio differ compared to the time before the introduction of the cookie banner? How many more users are not captured accordingly in Analytics afterwards? However, it's important to consider that user numbers can be recorded differently in both tools. Additional tools that provide good data include professional SEO tools (Sistrix, SEMrush, ahrefs, etc.), which provide information about keywords and rankings, sometimes also click behavior, and corresponding projections on expected clicks per keyword. Here, reconciling with web analytics data is very helpful and useful. 4. Use microconversions If only so-called macro conversions are recorded (like a purchase completion), you not only miss the chance to learn more about users and their behavior, but there's also the risk of losing data if users decide against tracking during the conversion process, meaning the macro conversion is not recorded. Examples of so-called microconversions include: Submitting a contact request Downloading a PDF document Creating an account Adding items to a shopping cart Opening the shopping cart Adding payment methods. By capturing these, you take the opportunity to better understand what users are doing on the site and where there is room for optimization. 5. Better understand users With fewer data available, it is important not only to track correctly but also to capture all relevant user behavior data to better understand users. Not everything that is measurable needs to be tracked. It's about creating a concept and defining what data is measured for what reason and what insights you can derive from it. (Collecting data only for its own sake contradicts the principle of data economy and can quickly lead to losing track.) For example, clicks on a specific button can provide valuable insights, as can the scroll depth of users: how far do users scroll on the page, what elements and content are even noticed? [object Object] The distinction between actual interactions with the site and mere staying on the site is also important. Implementing events that go beyond a pure page view or click is also helpful to measure the time spent on the site (to give tools like Google Analytics another data point). 6. Increase the share of recorded users From our experience with many different websites, we can say: you can influence how users react to your consent banner, that is, how many users reject tracking. To capture and evaluate as much data as possible, it makes sense to test (keyword A/B testing) and not to integrate a standard banner. Design and wording can make a significant difference. Users should, of course, never be forced to consent, everything must remain transparent, but there is still some leeway in the formulation, colors, and button or link sizes. Users are, for example, more willing to agree if it is explained that data is used to improve user experience rather than leaving the impression that the focus is solely on advertising. Professional web analysis with the internetwarriors Would you like to professionally set up your tracking or have it checked and optimized by our experienced web analytics warriors ? We bring not only a lot of experience in optimizing consent managers and have achieved significant data loss reductions for many customers, but over the past years, we have also set up effective tracking for many different companies and websites. Since we ourselves engage in online marketing, we understand the requirements and can tailor your tracking exactly to your needs, channels, and campaigns. Contact us , we are happy to improve your web analytics for a more meaningful data evaluation and successful online marketing campaigns!

Table of Contents Since the GDPR, the topic of cookies has been a hot topic in the marketing world. Which cookies are allowed, and to what extent are web analytics and online advertising still possible with the current challenges? Is the end of cookies near? Navigating the new regulations, choosing the right technology, making appropriate settings, and interpreting data correctly is a challenge for many companies. We asked our warrior and analytics expert from the SEO and web analytics team about privacy-compliant tracking options available with and without cookies and what the future might bring. Marketing Revolution - The End of Cookies? Marketing is undergoing a transformation, and this change is noticeable in many areas. Safari and Firefox already have relatively strict privacy policies, making tracking harder or even impossible. Chrome announced that third-party cookies or vendor cookies will soon no longer be supported, but this introduction has been postponed by another year. How should the new developments be assessed? Opinions vary depending on the perspective. Many individuals are critical and do not like being tracked because they do not know exactly what is being tracked and what happens to the data. From this perspective, it's a positive move. On the other hand, it is suboptimal for web analytics, as current tracking is based on cookies and all tools are designed for it. This means that marketers currently rely on cookies not only for web analytics but also for using other services, such as paid advertising, social media, affiliate marketing, or Google Ads. Tracking is always based on cookies, and depending on the implementation, problems will arise in the future. However, there are some promising developments on the other side. Using Server-Side Tracking in a Privacy-Compliant Manner The problem with server-side tracking is: users are unaware of the tracking because it is executed on the server, and they cannot counteract it. No adblocker, service, or technology like Intelligent Tracking Prevention works against this kind of tracking. InfoBox: [object Object] Intelligent Tracking Prevention (ITP) = a technology implemented in the Safari browser to automatically prevent unwanted third-party tracking without users having to enable it actively. Enhanced Tracking Protection = the solution in Firefox that blocks tracking. This makes the solution very delicate, especially when user profiles are created.  Tracking can be utilized in two ways: First, for the website analysis : Which pages are accessed, how fast does the page load, which browsers are accessing it, etc.? Additionally, user profiles can be created for marketing activities to, for instance, target all users over 35 who have accessed certain pages and fulfill other criteria.  And as soon as these profiles are created, tracking must be mandatorily linked to the cookie banner, regardless of the use of cookies. (The German term “Cookie Banner” that has become common is somewhat misleading compared to the English term. The English term “Consent Manager” better describes the function: Users must agree to certain actions that are not limited to cookies.) This applies not only to Google Analytics but also to Matomo, etracker, or Facebook. Therefore, if you want to use server-side tracking, we strongly recommend using the cookie banner to stay on the safe side of privacy regulations. Ideally, you should have experts by your side who can advise you on the topic and monitor privacy compliance during implementation. The Benefits of Server-Side Tracking Server-side tracking provides more data because it offers two advantages: 1. It bypasses all adblockers and technologies like Intelligent Tracking Prevention and Enhanced Tracking Protection . This means that browsers like Safari, which block tracking by default, are still captured, providing more data. However, to track in a privacy-compliant way, the cookie banner (or Consent Manager in English) must be used. Therefore, to obtain more data, the banner must be optimized so that as many users as possible agree to the tracking. 2. The second advantage of server-side tracking is the capture of returning users . With some effort, tracking can be implemented so that instead of third-party cookies, first-party cookies are set, and cookies in the browser are no longer automatically deleted. This makes more information available, such as recurring users. InfoBox: [object Object] Third-party cookies = Cookies set by a different web server. An example from affiliate marketing: A click on an affiliate link redirects the user to a web server that sets a third-party cookie before redirecting to the target page. [object Object] First-party cookies = Cookies set by your own web server and are therefore more complicated to implement. A Glimpse into the Web Analytics Crystal Ball - What Does the Future of Tracking Look Like? The developments of the major browsers in the area of cookies and tracking indicate the direction, albeit at varying speeds. In Firefox, the “rebel among browsers” or the open-source solution, the cookie blocker has been in place for some years.  In the meantime, Apple has also embraced the issue of privacy. With the iOS 14.5 update, we noticed in the agency that the data changed completely. The changeover had massive impacts on the advertising industry.  Now, Chrome has also announced similar efforts, even though with a time delay. This is mainly explainable by the fact that Google, which stands behind Chrome, primarily focuses on advertising. Google recently introduced an alternative named FLoC (Federated Learning of Cohorts) . The technology is based on AI and machine learning and creates cohorts of users. This allows advertisers to specifically target certain user groups without cookies. However, this segment must somehow store data on the user. FLoC was introduced worldwide a few months ago but was deemed non-compliant with data protection regulations in Europe and could not be used. Thus, this direction will not proceed for now. Cookie-Free Future? Our warrior analytics experts suspect that the future will move towards a cookie-free environment. However, a solution must be found to tag users without storing the information on the user.  Technologies like fingerprinting already exist. They try to individualize and address users based on their technology and behavior. For instance: What is the IP address? How big is the hard drive? Which monitor is being used? How many plugins are installed in the browser? Which browser is being used? How does the user surf? The server of the advertiser remembers this information and creates a “fingerprint” of the individual user. However, if many different devices and users use the same devices and IP address, such individualization is not possible; individual users cannot be distinctly differentiated. Therefore, Google officially announced at the Google Analytics Summit a few years ago that they were abandoning fingerprinting. It would have been a cookie-free technology, but it did not prove to be successful and is therefore not used. For consent banners, there will likely be more solutions in the future, allowing users to agree to or decline tracking directly in the browser. This means that the cookie banner does not have to be shown and confirmed or declined every time a website is visited. The banners will practically no longer appear. So, there are various exciting developments, and we are very curious to see how tracking and web analytics will evolve in the future. Tracking Experience and Expertise at internetwarriors Over the past few years, as internetwarriors, we have gathered extensive experience with a variety of tracking methods and tools, assisting our clients and gladly offering our expertise to you. Here's a brief overview of our expertise: For example, we can set up cookieless tracking. This works with various services, such as Google Analytics, Matomo, or eTracker. However, we prefer cookie-based tracking as it is better and provides more data. Here, we can clearly categorize cookies into different categories: technically necessary cookies, marketing, statistics, etc. Ensure that channel allocation functions correctly and no users are incorrectly assigned to channels. Furthermore, we can exclude spam in the data and reporting and thus provide our customers with more meaningful numbers. Another point is the cookie consent banner, with which we have gathered a lot of experience and conducted tests, resulting in significantly less data loss. Factors like wording and layout determine whether users click on “Accept All Cookies.” (Note: For more information, watch our webinar “ Tips on Creating and Using Cookie Banners .” We are very well-versed in data protection and web analytics and can consider this in all events and conversions we track.  We have also implemented Server Side Tracking with some customers. As it's a relatively new topic, and the technological prerequisites have only been available for a short time, we have not been able to gather as much experience with it. It is, however, a topic where we continuously improve and can support and advise: How does tracking with first-party cookies work? How can Google Analytics be integrated server-side to obtain better data? What is the difference between Google Analytics 4 and Google Universal Analytics?  With that, we are very good contacts when it comes to ensuring data protection-compliant or GDPR-compliant tracking. We hope you gained many new insights and knowledge from this article. If you're interested, feel free to read our whitepaper “ Cookies Are Dead .” Do You Need Support in Setting Up Privacy-Compliant Tracking? If you want to set up tracking for your website or online shop in a privacy-compliant, clean, and efficient manner to obtain better data and analysis possibilities, our web analytics expert team is happy to assist, review your current setup, provide improvement suggestions, or completely set up tracking for you. Whether with or without marketing cookies, we will find an appropriate tracking solution for you! [object Object] Contact us without obligation! [object Object] [object Object]