Gendering - A Good Idea from an SEO Perspective?

Is gender-inclusive language a good idea from an SEO perspective? Gender-fair language is a topic on many people's minds. According to an infratest survey, only 26% of respondents view gender-fair language positively, while 36% completely reject it. On the other hand, at least 35% of companies use gender-neutral language in their external communications, according to a Randstad-ifo survey.

A website is a crucial part of external communications. Since many companies optimize their copy for search engines, the question arises: to what extent does gender-fair language impact rankings, and how does it affect SEO performance? In this article, our SEO Warriors share the current status and valuable tips with you.

What is “gender-fair language”?

German is a very binary language where, unlike in some other languages, job titles and designations for people come in both a masculine and a feminine form (for example: expert vs. Experte and Expertin, experts vs. Experten und Expertinnen). Historically, the "generic masculine" has been widespread—meaning the masculine form was used as a generic umbrella term, with all non-male individuals simply "included by implication" without being explicitly addressed.

Gender-fair language isn't a new topic, even if the current attention it receives from the media and politics might suggest otherwise. It's all about using language that includes everyone—questioning the masculine "default" and replacing it with inclusive wording. Depending on how it's implemented, this can mean addressing both women and men—or additionally including individuals outside the gender binary.

Since late 2018, it has been possible in Germany to register legally not just as female or male, but also as "diverse" (non-binary). Depending on which forms of gender-sensitive language are used, these individuals may or may not be explicitly included.

What options are there for gender-fair language in German?

There is no single official rule on how gender-fair language should look. Over recent years (and even decades), several formats have developed, though none has emerged as the definitive standard:

Includes women and men:

• Mentioning both the feminine and masculine forms (Radfahrerinnen und Radfahrer – female and male cyclists)

• Internal capital 'I' (RadfahrerInnen)

• Slash format (Radfahrer/innen)

Includes all genders:

• Gender gap / underscore (Radfahrer_innen)

• Colon (Radfahrer:innen)

• Gender star / asterisk (Radfahrer*innen)

There are also neutral formulations, such as:

• Participles (Radfahrende – people cycling)

• Descriptive phrases (Personen, die Rad fahren – people who ride bikes)

• Neutral nouns (Radfahrende Menschen – cycling people)

Why and when is "gendering" important?

As mentioned, opinions on gender-sensitive language vary widely—as does its implementation. Critics worry about preserving the standard German language or argue that changing vocabulary alone doesn't create true equality, pointing to other pressing issues. However, language certainly has the power to shape reality. Various studies show how language influences perception; for example, the Free University of Berlin found that language impacts children's perceptions of career choices. Handling the topic with care and sensitivity is therefore both appropriate and important.

Which approach works best for a business depends on several factors, such as your target audience and your brand's positioning. If you're unsure, you can ask yourself these questions regardless of SEO:

• What values do you want to represent as a company (traditional, conservative, modern, inclusive, etc.)?

• Who is your target audience, and what is their stance on the topic?

• What is common practice in your industry?

Because the topic is quite polarizing, it has the potential to either attract or alienate people purely through language choice. An audience that places high value on inclusion will feel warmly welcomed by a website using inclusive language, whereas a more conservative audience might deliberately avoid buying from a brand that actively genders its text.

What's the challenge for search engine optimization?

How does Google handle gendered language in texts? Does merely using gender-inclusive phrasing affect visibility? There is no clear-cut answer yet, but let's take a closer look at the key factors.

The generic masculine as the standard

Because the generic masculine has been used for so long and is generally the shortest form of a term, people search for it far more frequently than for feminine forms or gender-inclusive terms. Here are a few examples from German search queries:

• Friseur Berlin (male/generic hairdresser): 21,600 searches/month

• Friseurin Berlin (female hairdresser): 20 searches/month

• Kardiologe Berlin (male/generic cardiologist): 7,700 searches/month

• Kardiologin Berlin (female cardiologist): 40 searches/month

• Steuerberater Berlin (male/generic tax advisor): 7,500 searches/month

• Steuerberaterin Berlin (female tax advisor): 80 searches/month

There are rare exceptions, but in the vast majority of cases, the masculine form is searched much more frequently:

• Rechtsanwalt Berlin (male/generic lawyer): 2,200 searches/month

• Rechtsanwältin Berlin (female lawyer): 2,300 searches/month

In SEO, the general rule of thumb is to optimize for keywords that are relevant and have the highest search volume. This is undoubtedly one of the main reasons why female service providers often still use the masculine form on their websites.

Google's "Gender Bias"

What does "gender bias" mean in this context? When applied to Google, it means search results can reflect and reinforce certain stereotypes. Even when someone explicitly searches for the feminine form of a service, Google often displays male professionals in the results or suggests using the masculine form instead.

For instance, searching for "Friseurin Berlin" prompts Google to ask, "Did you mean: friseur berlin"; for "Friseuse Berlin", it suggests "Did you mean friseure berlin"; for "Chirurgin Berlin", it offers "Did you mean chirurgie berlin", with similar results for "Elektrikerin Berlin" and other terms. Feminine forms are essentially treated the same way typos are, with Google suggesting the "correct" spelling. For other queries, such as "Orthopädin Berlin" or "Kardiologin Berlin", these correction prompts don't appear. Gender-inclusive queries with asterisks or colons are also interpreted inconsistently by Google, suggesting the algorithm hasn't fully grasped the concept of gendered typography and the user intent behind it.

What does Google say about it?

During the Google SEO Office Hours on June 10, 2021, John Mueller, Senior Webmaster Trends Analyst at Google, was asked about gender-inclusive language. His response: He wasn't entirely sure of Google's current state on the matter, but typically they try to identify synonyms. Generally, Google prefers to wait and see how user behavior evolves. If gender-fair terms start being searched more frequently, Google will adapt accordingly.

What is the reality today?

The examples above illustrate an inconsistent picture across different search queries and Google's suggested terms. The search results vary just as much: for some professions, Google Maps results only show female service providers, while organic results show joint practices and directories. For other keywords, searching for the feminine form indeed yields mostly female professionals.

Analyzing the title tags in search results reveals no clear pattern—masculine terms are sometimes used by women and still rank for feminine queries, while other times feminine forms dominate. Searches with special characters like colons or asterisks often simply bring up medical practices or general business listings.

While there is no uniform pattern, one thing is evident: Google still partially treats feminine and gender-inclusive variations as typos—largely because they are searched so much less often—and continues to display masculine listings. If search behavior shifts, the algorithm will likely adapt over time and deliver results that align more closely with user intent.

In many areas, sticking with the masculine form still provides an SEO advantage, even if it isn't fully representative. At first glance, gender-inclusive language might seem disadvantageous for SEO. So, what can companies do if they want to use inclusive language without hurting their rankings?

Tips for gender-inclusive language in SEO content

How can you embrace inclusive language without sacrificing your SEO performance?

1. Does gendering actually affect your keywords?
   Once you've defined your brand values and audience and decided in favor of inclusive language, ask yourself: does this decision really impact your core keywords? How many terms in your keyword sets would actually change? You might find that very little changes, meaning the risk is minimal.
   
   
   

2. Optimize for alternative terms
   There are often great alternatives to job titles, such as focusing on the services themselves (for example, "Cardiology" instead of "Cardiologist") or the problems those services solve. Get creative and consider words that describe the core offering. Always check monthly search volumes—broader topical terms are often searched even more frequently.
   
   
   

3. Use a variety of spellings and phrasings
   If you find that the generic masculine cannot be avoided entirely, you can balance things out by using varied wording throughout your content to ensure other genders are included. Alternate your phrasing and use multiple variations or the highest-volume keyword in key strategic spots.
   
   
   

4. Focus on holistic optimization
   Keyword usage in body copy is just one factor leading to higher visibility and better rankings. Take advantage of all the tools at your disposal: technical and on-page optimization, site usability, images, internal links, and structured data. Off-page SEO also plays a significant role. Ultimately, the terms you choose should align with your brand voice and who you want to reach. Write for your users first and search engines second—an approach that always pays off in SEO copywriting.

Support for your content marketing

Regardless of whether you choose to use gender-inclusive language or which style you prefer, choosing your words thoughtfully and creating optimized content are key to success. Feel like your content could perform better? Our SEO Warriors are here to help—from in-depth keyword research to content planning that boosts your visibility and revenue. Get in touch with us today—no strings attached!

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