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. 

Website usability means that users can reach their goals without frustration, overthinking, or detours—whether their goal is to get information, make a purchase, download something, or get in touch. The easier and smoother your website is to use, the more likely visitors are to stay—and come back.  Good usability not only saves time but also builds trust and improves the perception of your company or brand. Especially in the digital market, just a few seconds often determine whether someone stays or leaves. Therefore, it's crucial that your website is logically structured, easy to understand, and technically impeccable—for all users, on every device. In this article, we'll provide you with an overview of the fundamentals of website usability, explain why it's so important, and outline which aspects you should consider. What is Usability? Usability can be translated as "usability" and describes the ability to achieve the desired result without difficulty. The term "user-friendliness" is also often used. Optimal usability means that a product, service, or website fulfills its intended purpose precisely. On a website, this could mean a completed purchase, the provision of relevant information, strengthening your brand, etc., depending on the intention. Usability is a key factor in determining whether and to what extent visitors engage with your website content or move on to another site. It is an important factor in customer satisfaction and website quality. A usability analysis can help identify errors, weaknesses, and opportunities for improvement on the website. What does Usability encompass? Website usability includes all aspects that affect the user-friendliness of a website—how simple, understandable, efficient, and pleasant it is to use. Many factors interact to create a positive user experience. Specifically, they include: Navigation and Structure: Clear page layout (e.g., an easy-to-navigate menu, logical hierarchy), simple, logical navigation, breadcrumb navigation, and an easily searchable effective search function Layout and Design: A consistent layout across all pages, a visual hierarchy (important elements stand out), responsive design (works on all devices), and appropriate use of colors, font sizes, and spacing Content and Language: Clear, understandable language, relevant, up-to-date content, good readability (paragraphs, titles, lists), and accessibility (e.g., alt text, contrasts, keyboard accessibility) Interactivity and Feedback: Meaningful feedback (e.g., after clicks, forms), helpful and friendly error messages, and buttons and links that are clearly recognizable Loading Times and Performance: Fast loading times of pages and content and technical stability (no crashes, malfunctions) Accessibility: Support for screen readers, keyboard operability, good color contrasts, and scalable font sizes Trust and Security: SSL encryption, transparent data protection information, and a professional appearance (e.g., legal notice, contact information) Conversion Support: Clear calls to action (e.g., "Buy Now," "Learn More"), no distractions from the actual purpose of the page, and support for processes like forms or checkout What are the Goals of Website Usability? The goals of website usability are aimed at designing websites so they can be used effectively, efficiently, and satisfactorily by users. Interaction should be as intuitive as possible to lead to the desired outcome. Jakob Nielsen - one of the leading experts on usability, who has been studying the topic for decades - developed 5 key criteria of usability : 1. Learnability Goal: New users should be able to quickly understand and use the website. Navigation, structure, and functions must be intuitive . Example: A first-time visitor immediately understands where to find information or how to make a purchase. 2. Efficiency Goal: Experienced users should be able to complete their tasks quickly and effectively . Optimized workflows, fast loading times, and clear paths lead to goal achievement. Example: A repeat customer can reorder with just a few clicks. 3. Memorability Goal: Users who haven’t visited the website for a while should be able to easily use it again. This is helped by consistent design, familiar symbols, and a logical structure. Example: A user remembers how to find customer support even after weeks. 4. Errors (Error Prevention and Handling) Goal: The website should be as error-tolerant as possible and help users avoid or correct errors. This can be achieved through clear and understandable error messages, opportunities for correction, or well-thought-out forms. Example: An incomplete form clearly indicates what is missing without deleting all input. 5. Satisfaction Goal: Using the website should be a pleasant experience and generate positive feelings. An appealing design, useful content, and easy navigation lead to higher satisfaction among users. Example: A user-friendly interface with clear texts provides trust and enjoyment while using the site. How Can Usability Be Measured? Measuring usability means systematically evaluating the user-friendliness of a product or website using specific criteria, tasks, and user tests. While usability is partly subjective, it can be objectively measured if you use the right methods. Aspects of the above five listed criteria - learnability, efficiency, memorability, error prevention, and satisfaction - are often tested. Various methods are employed for measurement: Usability tests with users who have to perform specific tasks Questionnaires filled out by users after a test An expert examination based on specific criteria (does not replace user testing) Analysis of analytics and user behavior through web analysis tools, heatmaps, or mouse tracking A/B testing - different versions are tested against specific questions and data Why is Usability Important? There are numerous positive impacts of good website usability and just as many reasons why you should pay attention to good user-friendliness. It makes it easier for users to navigate your website, helps you stand out from the competition, and enhances the impression you leave on potential customers. Let's take a closer look at the individual reasons: Users Want to Be Guided A good website makes it easier for users to navigate. It allows them to quickly get to their desired goal (completing a purchase, downloading a document, finding the needed information) without thinking too much. The offered content should be self-explanatory in terms of the positive user experience. In fact, users don't want to think about how to do something on a website. They want to be guided and don't want to search laboriously for certain elements and "discover" the website on their own. They want to intuitively reach their desired goal as quickly as possible. The content offered needs to be self-explanatory for a positive user experience, and any interactive elements should be directly usable. Website Usability as a Competitive Factor The lack of willingness to stay on a website just because is partly due to the market situation. In the online world, a competitor is just one click away. Unlike a physical shopping street, there's no need to walk past a series of stores. The reality is usually different. Most companies don’t have the luxury of offering something so unique (services, physical products, digital products like apps) that users would endure a cumbersome website. Instead, well-prepared and easily accessible website content has the power to convince users to complete conversions on your site rather than a competitor's, making usability a crucial competitive factor. Your website needs to make a good impression from the first second. Many website owners are unaware that users often judge the entire company based on their first impression of the website. A poorly maintained website can negatively impact the entire company's image. Users might question whether the company is capable of offering good service if it can't even manage to keep basic things on the website in order. While this assumption is often incorrect, it illustrates the potential consequences of poor website usability. Usability is More Than Just Good Design The challenge in website design is that it's unlike any other medium because people often have different expectations for how websites are used versus how they're actually used. When website owners and designers sketch out a site, they have a certain image in mind. It's often assumed that users will study all the content thoroughly. But in reality, users often only skim through a page initially. They quickly scan the text and click on the first link that seems interesting or appears to be the closest to their searched goal. As a result, a large portion of the page might not be actively noticed by your users. How users read a webpage greatly depends on their goal in mind. They focus on words and phrases that match their personal interests, known as trigger words. If they don't find these on your website, it can still be beautifully designed and contain seemingly informative content, but it won’t hold their interest. Technical Performance is Part of Usability too Besides graphical design, technical preparation is a key aspect of usability. While large images, videos, interactive graphics, and other moving elements may look visually appealing, they significantly increase loading time. The problem is not all users have access to a fast internet connection. Ideally, a good load time is important for two main reasons: it reduces the chance that visitors lose patience and leave the website, and page load time is becoming an increasingly important ranking factor for search engines. Usability Engineering Usability engineering is a structured and systematic process for developing user-friendly systems, where the usability of a product—or, in this case, a website—is deliberately planned, tested, and improved throughout the development process. This means that usability should ideally be considered from the conception of a website or a relaunch. Good usability doesn't happen by chance; it's systematically planned and tested. SEO and Usability – A Strong Team SEO ensures the necessary flow of traffic through organic search results. But you shouldn't focus solely on generating traffic. Without usability, your visitors will quickly leave again, often without converting. If you only focus on usability, you will reach a significantly smaller group of visitors who may convert well, but due to the small number, may not generate enough revenue to financially sustain the company behind it. Choosing usability doesn't necessarily mean writing off SEO. If you think SEO is just about ranking first in Google's organic search results and driving traffic to the website, you're not thinking broadly enough. SEO measures aim not only for top placement in search results but also ensure that users can find their way around the site. This goal is shared with usability. Classic OnPage SEO measures include, for example: Clear page structure Logical navigation Breadcrumbs and HTML sitemaps Pagination Avoidance of 404 error pages Logical internal linking On closer inspection, it becomes clear that these points simultaneously significantly improve user navigation. So, there are indeed significant intersections between the two online marketing disciplines, which do not contradict each other. Good SEO specialists and user experience managers are aware of this close connection and ensure that all elements of the website complement each other effectively. Website Usability and Accessibility/Accessibility In the context of website usability, the topic of accessibility is also important. Both disciplines pursue the same goal of facilitating the use of websites, but they are approached from different perspectives: Usability aims to improve user-friendliness for as many people as possible. Accessibility seeks to make the website fully usable for people with disabilities (especially visual and hearing impairments). Numerous measures improve both web usability and accessibility (for example, a clear structure and understandable language or good contrasts). Accessibility also requires compliance with technical standards such as the WCAG (Web Content Accessibility Guidelines), including screen reader compatibility or alternative texts for images. Since the Accessibility Enhancement Act , you should assess (or have assessed) whether your website is not only user-friendly but also accessible. This is important to ensure that people with disabilities can use your website without restriction. Usability issues usually only become apparent when expected conversions don’t occur. Retrospective improvements can be expensive or, in extreme cases, unworkable. That's why you should focus on a good user experience at the launch or relaunch of your website. However, this doesn't mean that you should completely disregard usability in favor of SEO. Those who believe that SEO is only about ranking first in organic search results and driving traffic to the website are thinking too narrowly. In addition to good placement in organic search results, SEO measures also aim to ensure that users can navigate the website. This goal is shared by search engine optimization with usability.

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. 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. 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 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. 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. These insights reflect the changing digital media landscape in the way people consume news and search for information, especially among younger audiences. 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. 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. 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. 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. 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 offensive, which made waves at the beginning of the year, the conceptual and strategic orientation of a website must be rethought. With the annual updates of search engine algorithms, especially Google's, website operators and SEOs must stay continuously informed to meet the demands. One term that has particularly emerged 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 describes Google EEAT in detail, defines concrete measures for website implementation, and we also take a look into the crystal ball. What is Google E-E-A-T? Recently, Google celebrated its 25th anniversary. Since its founding in 1998 , the search engine has been constantly evolving with the goal of providing users with the most relevant and high-quality information. Over the years, the way Google evaluates the quality of websites has changed and been refined. E-E-A-T has emerged as one (of many) key factors in Google's quality assessment. 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 the extent to which authors have direct knowledge or practical familiarity with a product, service, or webpage content. In short: Are there really expert insights into a particular topic? Expertise: This refers to content being written or created by someone with deep expertise in a specific field. Authoritativeness: This refers to the reputation of a website or an author. Content written by a recognized authority or expert in a field is considered more credible. Trustworthiness: This refers to how secure and trustworthy a website is, including technical aspects (like a secure connection) and content-related 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. However, the basic principle should always be kept in mind. Figure 1: Composition of EEAT Since when does E-E-A-T exist? 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 emphasis on high-quality content. With the latest Helpful Content Update (September 2023) from Google, the importance of the four Google EEAT factors was emphasized once again. Why is E-E-A-T so important for SEO? With a strengthened focus on experience, expertise, trust, and authority, Google has made it clear that quality is at the center 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, make the successes associated with E-E-A-T measurable. Let’s 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-kept secrets in the world. This algorithm is continuously adjusted and updated. This often happens silently or with a " Core Update " bang. However, to ensure that the algorithm works effectively and to include human feedback in the process, Google uses so-called " Quality Raters ". Despite the AI/AI wave, it is still the case that Google relies on real human beings. These raters follow a specific guide, known as the Search Quality Rater Guidelines (SQRG for short). What are the Search Quality Rater Guidelines? These guidelines are a detailed document provided by Google to help quality raters assess web pages and search results. They are not direct instructions for the algorithm but a guide to help raters evaluate the quality of web pages in terms of user search 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 assess the main content of a page to determine if it fulfills the intended purpose. Possible intentions might be: Explanation : Content aimed at clarifying misconceptions or debunking myths. Inspiration : Posts intended to motivate people, find new ideas, or promote creative thinking. Education : Content that conveys specific knowledge or skills. Persuasion : Texts or presentations aimed at changing opinions or prompting action. Reflection : Content sharing personal thoughts, feelings, or life experiences. Criticism : Analyses or reviews highlighting strengths and weaknesses of products, services, or ideas. Interaction : Posts encouraging active audience participation. The Google EEAT factors are an essential part of the guidelines. Raters are instructed to evaluate the main content on 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 evaluate whether the displayed search results for a given query are useful, aiming to ensure that the results help users find the information, content, or answers they seek. YMYL (Your Money or Your Life): Google identifies certain pages as particularly important because they can have a significant impact on the life, health, or financial well-being of users. Such pages are evaluated by higher standards - also in terms of E-E-A-T. In short: Websites with YMYL content hold a higher value in evaluations by EEAT criteria - Google looks closely. 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 wanting to understand how Google works and what the requirements for high-quality web content are. By familiarizing yourself with these guidelines and adhering to their principles, you can increase your chances of being more visible in search results and providing genuine value to users. Optimizing the Website according to E-E-A-T signals The concrete question now arises: How must a page's content be optimized so that users find it, human quality raters rate it as relevant and positively, and the world's leading search engine Google is satisfied? Here are some concrete recommendations for optimization based on SEO EEAT signals. Author Boxes - Don’t Hide Expertise A classic author box is a small, prominent box usually at the end of a post or article. Featuring brief information about the authors in the form of a resume, an attractive photo, and links to social media or other relevant sites. The advantage is obvious. This element gives the entire article a face as a trust-building measure. It clearly demonstrates (professional) expertise, which has weighting in the E-E-A-T signals based on qualifications and links. Links to possible social media profiles like LinkedIn strengthen credibility and thereby further enhance the entire user experience on the website itself. In summary, a seemingly small element offers real added value. An even stronger influence on EEAT in SEO can be generated if these info boxes themselves link to entire author subpages. These pages offer the opportunity for rankings from the specific names of the authors or in combination with possible subject-specific keyword combinations. Figure 3: Example of an Author Box Reviews are Good - Trust is Better Reviews on websites (also 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 provide a clue about the quality of products, services, or content. User Engagement: Reviews encourage user engagement, which can be a positive signal to Google that the content is relevant and valuable. Companies should strive to receive genuine and predominantly positive reviews from their customers and manage and respond to them appropriately. It is essential that the review profile is realistic. Users are naturally skeptical, and completely 5-star reviews are more likely to be viewed suspiciously. Figure 4: Example of Google Reviews No Excuses – The Technology Must Perform Just as a train cannot run on broken tracks, a website cannot have organic visibility if it has significant technical errors. The technology of a website is crucial for the EEAT concept in search engine optimization, as it forms the foundation for a high-quality user experience and determines the integrity and credibility of a website. The following points are the focus: Secure and Accessible Website: One might think that this topic should have arrived everywhere by now. Unfortunately, numerous sites on the web are still not equipped with basic security measures. Secure access via HTTPS shows that a website takes data protection and security seriously, which, among other things, increases trustworthiness. Accessibility ensures that search engines can easily crawl and index the content. Avoiding Technical Errors: Errors such as dead links, 4xx/5xx errors, or duplicate content issues can undermine trust in a website. The health of a website should be regularly critically examined. Information from the Google Search Console provides many helpful insights. Fast Loading Times: Fast loading times improve user experience and can increase trust in the site. A solid technical foundation is essential 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 , regardless of the quality of the content, could suffer. Conclusion on Dealing with E-E-A-T When implementing EEAT factors, it is the reasons and derivations (from Google) that matter. These insights should be in the back of the mind of anyone optimizing their website. Also crucial are the regularly published updates or significant changes by Google that may affect the search algorithm or the appearance of search results. In summary, it is clear that E-E-A-T is crucial for creating and presenting high-quality content on the web. Websites providing content with high expertise, authority, and trustworthiness tend to have better rankings in Google’s search results. If you want to optimize your website according to the 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. 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. 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. 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. 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? 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. 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. 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 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). Better performance can ensure that Google renders JavaScript (faster), but this is only experiential and not officially confirmed. 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. JavaScript links should be avoided at all costs. The old-fashioned link implementation with <a href=""> should still be used. 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 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. 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. 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. 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 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. 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! 

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? 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. Optimize for alternative terms 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. Use different spellings 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. Further optimization measures 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

Have you noticed that you have significantly less user data available for web analytics than before? The current data protection regulations pose major challenges for online marketing and data analysis. The German Telemedia Act will also catch up from 12/01/2021. Cookie-based tracking requires user consent and leads to data loss if this is not provided. Cookie-less tracking, as made possible by providers like eTracker and Matomo, would actually be exempt from the Consent Manager (“Cookie Banner”), but it brings other disadvantages. Recurring users, for example, can no longer be captured, and assigning them to channels and campaigns involved in the funnel during purchase becomes difficult or impossible. In this article, we have explored the future of (marketing) cookies and dared to look ahead . Today we ask: What possibilities and methods exist to obtain meaningful data despite difficult conditions? Our web analytics warriors have put together the 6 most important tips for you. 1. Ensure error-free tracking Especially when less data is available or certain evaluations are omitted, it is particularly important to set up tracking error-free to obtain correct meaningful data. All online marketing activities are based on user data to some extent to assess the success of campaigns and channels and to optimize actions. Faulty data can significantly distort this picture and lead to false 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 embedded far down the code may not trigger if users leave quickly) Faulty transmission of e-commerce data, for example through incorrect integration of the data layer for the Google Tag Manager Incorrect filter settings in the data view (for instance, more data is filtered out than intended) It is therefore important to carefully check the tracking integration and the settings in the analysis tool and, ideally, to have the tracking set up by a web analytics expert. 2. Data evaluation through extrapolations Even if data is lost due to the implementation of the Consent Manager (“Cookie Banner” as commonly known), there are ways to at least approximate real user data. Companies that have data collected before the implementation of the Cookie Banner can estimate how many users are likely no longer captured by the new banner because they do not give their consent. Accordingly, all data can be extrapolated to get an impression of the total number of visitors. Depending on the implementation, the Consent Manager can mean a data loss of well over 50 percent. Extrapolations help here to create a realistic picture. Additionally, the comparison with the company’s own data warehouse provides insight into what is actually happening in the shop, even if not all users and interactions can be captured. It is also important in this context to use other tools - 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 consent in the Consent Manager. An example of this is the Google Search Console, which provides very good insight into the users of unpaid search ads on the search engine Google. Here too, a comparison is appropriate: how many organic users are captured in the web analytics tool, such as Google Analytics, and how many does the Google Search Console display? How does this ratio differ compared to before the introduction of the Cookie Banner? How many more users are not captured in Analytics accordingly? However, it should also be considered that the user numbers in both tools could be captured differently. Other tools that provide good data are professional SEO tools (Sistrix, SEMrush, ahrefs, etc.) that provide information on keywords and rankings, and sometimes also click behavior and corresponding extrapolations on expected clicks per keyword. Here, too, the comparison with the web analytics data is very helpful and reasonable. 4. Utilize microconversions If only so-called macro conversions are captured (a purchase completion, for instance), not only do you miss the chance to learn more about users and their behavior, but there’s also a risk of losing data if users decide against tracking during the conversion process and thus the macro conversion is not captured. Examples of so-called micro conversions are: Submitting a contact inquiry Downloading a PDF document Creating an account Adding items to the shopping cart Opening the shopping cart Adding payment options. If these are measured, you take advantage of the chance to better understand what users do on the site and where there is room for optimization. 5. Understand users better With less available data, it's not only important to track correctly but also to capture all relevant data on user behavior to better understand users. Not everything that is measurable needs to be tracked. The goal is to create a concept and define which data is measured for what reason and what insights you can derive from it. (Collecting data just for its own sake contradicts the idea of data minimization and can quickly lead to losing the overview.) 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, which elements and content are even perceived? Distinguishing between actual interactions with the page and mere presence on the page is also important. Implementing events that go beyond a simple page view or click is also helpful in measuring the presence on the page (to give tools like Google Analytics another data point). 6. Increase the percentage of captured users From our experience with many different websites, we can say: You can influence how users react to your Consent Banner, i.e., how many percent of 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. Of course, users should never be forced to consent; everything must remain transparent, but there is still some leeway in design – from the wording to colors, and button or link sizes. Users are more likely to consent, for example, when it is explained that data is used to improve user experience, rather than giving the impression that it's just about advertising. Professional web analysis with the internetwarriors Do you want to set up your tracking professionally or have it checked and optimized by our experienced web analytics warriors ? We not only bring a lot of experience in optimizing Consent Managers and have already achieved a significant reduction in data loss for many customers, but we have also set up effective tracking for many different companies and websites over the past years. Since we conduct online marketing ourselves, we understand the requirements and can tailor your tracking to your needs, channels, and campaigns. Contact us , we’ll be happy to improve your web analytics for you, for more meaningful data analysis and successful online marketing campaigns!