SEO – Okon Schwarz – your advertising agency from Erfurt, Thuringia

Case Study: Digital Travel Magazine “Travel Together in the Weimarer Land”

DerSepp — Fri, 13 Feb 2026 17:24:40 +0000

Initial Situation

Weimarer Land Tourismus e. V. is responsible for destination marketing for one of the most culturally and scenically attractive regions in Thuringia — located in the city triangle between Erfurt, Weimar, and Jena.

The association’s goal is to position the Weimarer Land as a modern, sustainable, and high-quality holiday destination.

The challenge:

The traditional printed travel catalog was no longer up to date. Content becomes outdated quickly, production cycles are long, flexibility is limited — and today’s digital audience expects inspiration, interaction, and immediate booking options.

A new approach was needed.

Goal: A Digital Travel Magazine with Experiential Value

Instead of creating another static website, the objective was to develop a digital magazine that:

Tells stories instead of merely listing information
Evokes emotion and creates inspiration
Connects editorial content with concrete booking options
Can be flexibly maintained and further developed by the client
Is technically high-performing and fully mobile-optimized

In short: a complete digital travel experience in one place.

Our Role as the Agency

Prior to this project, we were already responsible for the technical maintenance of the association’s website and had jointly developed a “Digital Pool” — a structured collection of digital assets, forms, and content to streamline collaboration.

Building on this foundation, we were commissioned again — this time for:

Concept development of the digital magazine
UX and UI design
Technical implementation
Template development for editorial content
Performance marketing to promote the launch

Implementation: Dynamic Instead of Static

The key difference:

This was not intended to become an “online PDF,” but a dynamic, modular platform.

Our solutions:

1. Modular Template System
We developed flexible templates that enable the association’s team to independently publish reports, interviews, photo stories, and videos — without technical barriers.

2. Storytelling Structure
Instead of purely functional navigation, the magazine focuses on journalistic features, insider tips, and thematic travel narratives.

3. Responsive & Performance-Optimized
The magazine was fully responsive — optimized for desktop, tablet, and smartphone.

4. Conversion Integration
Editorial content was strategically linked to booking options. Inspiration and action are only a few clicks apart.

Collaboration

A key success factor was the continuous and structured exchange with the association’s representatives.

Feedback loops were efficiently integrated, revision requests implemented promptly, and design decisions aligned collaboratively. This resulted in an outcome that is convincing both strategically and visually.

Launch & Marketing

The digital travel magazine officially launched on August 15, 2025.

To support the market launch, we accompanied the project with:

Google Ads campaigns
Meta campaigns (Facebook & Instagram)
A social media giveaway to increase reach
Content partnerships

The goal was to generate awareness, build reach, and drive qualified traffic to the new magazine.

The Result

Today, “Travel Together in the Weimarer Land” presents itself as:

An interactive, visually strong platform
A high-quality editorial online magazine
A source of inspiration for short trips and holidays
A digital interface between storytelling and booking

The project demonstrates how regional tourism marketing can be modernized and sustainably strengthened through digital strategy.

Conclusion

With the digital travel magazine, a traditional print product was successfully transformed into a scalable, dynamic online format.

For us, this project exemplifies how strategic design, technical implementation, and performance marketing interlock — creating measurable added value together.

Planning Your Own Digital Relaunch?

Whether in tourism, mid-sized businesses, or growing companies:
We develop digital platforms that don’t just look good — they deliver measurable results.

Schedule a non-binding consultation today.

Case Study: Website Relaunch for the Freilichtmuseum Hohenfelden

s.goymann — Fri, 13 Feb 2026 17:08:13 +0000

Initial Situation

The Thuringian Open-Air Museum Hohenfelden is the largest open-air museum in the state of Thuringia. Across two locations, more than 40 historic buildings vividly illustrate how people lived, worked, and resided from the 16th to the 20th century.

While history comes to life on-site, this quality was not reflected digitally.

The existing website was technically and visually outdated. Structure, user guidance, and visual presentation no longer met the expectations of visitors, school groups, travel parties, or tourism partners.

The objective was clear:
A modern, user-friendly, and future-proof website.

A Special Challenge: Implementation with ThüCAT

Unlike many of our projects, the new website was not to be built in WordPress but implemented within the ThüCAT system provided by Thüringer Tourismus GmbH.

ThüCAT is the state-wide content management system for tourism institutions in Thuringia. It ensures a standardized database, centralized interfaces, and structured content across the entire tourism landscape.

For us, this meant:

Working within defined technical parameters
Making the most of design flexibility despite system requirements

Rather than seeing limitations, we recognized a strategic opportunity — and consciously embraced the challenge.

Project Kick-Off: Creating Clarity Through Visual Preparation

As part of our proposal presentation on-site in Hohenfelden, we already introduced a first homepage design concept — and won the tender with our creative approach.

This provided a decisive advantage:

Instead of abstract discussions, we were able to begin the kick-off meeting with a concrete visual foundation.

Together, we defined:

Content priorities
The structure of user navigation
Required page structures
Elements to be revised or expanded
A clear project timeline

This quickly resulted in a shared vision.

Implementation Under Time Pressure

The new website was tied to funding — and therefore subject to a fixed deadline. Timely completion was crucial for the museum.

We successfully implemented the ThüCAT project within just two months.

This was made possible through:

Weekly coordination meetings
Clear task distribution
Structured feedback processes
Focused project management
Efficient execution

The Result: Modern, Clear, Inviting

Since October 1, 2025, the new website has served as the central digital touchpoint for visitors.

Key improvements include:

1. Modern User Interface
Clear structures, generous image areas, and intuitive navigation ensure a pleasant user experience.

2. Strong Visual Identity
The museum’s corporate design was consistently integrated and further developed for digital use.

3. Clear Information Architecture
Opening hours, events, directions, prices, and educational programs are easy to find.

4. Future-Proof System Foundation
Through implementation in ThüCAT, the museum is optimally integrated into Thuringia’s tourism infrastructure.

Client Testimonial

“I would like to sincerely thank you for the great and uncomplicated collaboration. The new website looks absolutely fantastic!”
– Lisa Dinter, Cultural Development Officer, Weimarer Land

Conclusion

A historic museum does not need an outdated website.

With the relaunch of the Thuringian Open-Air Museum Hohenfelden, a digital platform was created that:

Presents history in a contemporary way
Provides clear visitor guidance
Ensures tourism integration
Meets funding requirements
Remains scalable for the future

A successful project — for the museum and for us.

Is Your Website Outdated?

Whether cultural institution, SME, or tourism business:
We modernize digital presences strategically, technically sound, and visually compelling.

Let’s talk about your project.

The Ultimate Guide to Amazon SEO: Maximizing Revenue with These Tips

Lisa — Mon, 25 Mar 2024 11:05:53 +0000

In today’s digital era, Amazon is no longer just an online marketplace, but a search engine giant. With millions of products sold on the platform daily, it’s crucial for your product to appear at the top of search results to achieve maximum visibility and sales. In this guide, we’ll outline the key steps for effective Amazon SEO (Search Engine Optimization) to successfully position your product.

Amazon-SEO: What is it anyway?

Amazon SEO, or Amazon Search Engine Optimization, is a collection of strategies and techniques aimed at improving the visibility of your product in Amazon search results. Why is this important? The higher your product appears in search results, the more likely it is to be found and purchased by potential buyers.

The Most Important Ranking Factors for Amazon SEO

So, how do you get your product onto the coveted first pages of Amazon search results? Here are some key factors to consider:

Product Title

Your title should be concise and informative, with 120 to 150 characters, containing all the essential information about your product. Remember to incorporate relevant keywords to ensure that your product is found by the right buyers.

Product Description

Utilize the up to 2,000 characters in this area to highlight the benefits of your product and convince potential buyers. The more detailed and compelling your description, the more likely buyers are to choose your product.

Key Product Features in Bulletpoints

List the key features of your product in five clear bullet points, each with around 200 characters. This makes it easier for buyers to grasp the relevant information at a glance.

Diese weiteren Faktoren sind ebenfalls von Bedeutung im Amazon-SEO-Ranking:

Conversion Rate
Click-Through-Rate (CTR)
Duration of the ordering process
Bounce Rate
Dwell Time
Return Rate
Response time to customer inquiries

The Art of Keyword Research for Amazon SEO

Effective keyword research is key to successful Amazon SEO. Here are some tips on how to find relevant keywords for your product:

Brainstorming: Consider what words potential buyers might use to search for your product and create a list of relevant keywords.
Competitor analysis: Look at what keywords your competitors are using and consider whether you want to include similar terms in your list.
Amazon Auto Suggest: Use Amazon’s Auto Suggest feature to get more keyword ideas. Simply enter your main keyword into the search bar and let the suggestions inspire you.

The Proper Placement of Your Keywords

Once you have your keywords, it’s important to place them in the right locations to achieve the best possible impact for your Amazon SEO. Here are some areas to focus on:

Product Title
Product Description
Bulletpoints with key product details

Optimizing Product Images for Maximum Attention on Amazon

In addition to solid text optimization, high-quality product images are crucial for your success in Amazon SEO. Ensure that your images meet all of Amazon’s requirements and effectively showcase your product.

Image requirements:

To ensure that your products are presented optimally, images must meet certain standards. The minimum resolution is 1,000 x 1,000 pixels. Automatic zoom functionality is activated at a resolution of 1,600 x 1,600 pixels. The maximum image size is 10,000 x 10,000 pixels. As a rule of thumb, higher resolution allows for a more detailed view of the product.

Main image requirements:

Each item must have a main image, as the product will not appear in search results otherwise. The main image should exclusively depict the offered product along with any included items and should be photographed from the front view. The background must be 100% white, and the product should occupy at least 85% of the total image area, with an aspect ratio of 3:4. It’s important to ensure that the main image displays the entire item without cutting off any parts.

Color and format:

The color of the products in the images must match the original color. Allowed formats are JPEG, PNG, and GIF, with JPEG being preferred.

To positively influence your Amazon SEO, certain errors should be avoided:

Using placeholders like “no image available”
Using sketches or similar representations as main images
Adding text, borders, logos, price tags, or watermarks to the images
Showing multiple products in one image (exceptions apply for product bundles)
Uploading main images in black/white

The Best Tools for Amazon SEO

There is a variety of tools that can assist you with your Amazon SEO strategy, ranging from keyword research tools to analytical software. Discover which tools best suit your needs and utilize them to enhance your Amazon ranking.

Free Amazon SEO tools:

Paid Amazon SEO tools:

Conclusion: Success with Amazon SEO

Overall, it is crucial that you delve deeply into Amazon SEO to successfully position your products on the platform. By optimizing titles, product descriptions, bulletpoints, and images, as well as strategically placing relevant keywords, you can increase the visibility of your products and improve your sales opportunities. Utilize various tools and strategies to boost your Amazon ranking and maximize your revenue.

Need assistance? You’ll achieve the greatest success with the help of an advertising agency. They bring experience and the necessary expertise to achieve the best results. Contact us today to get started!

Push Marketing vs. Pull Marketing: A Comparison of Marketing Strategies

Lisa — Wed, 20 Mar 2024 14:04:24 +0000

With the popularity of online shopping and the constant accessibility of everyone, the opportunities in marketing have become more diverse. There are many strategies and ways to market a product or service and reach people. However, two concepts broadly summarize important online marketing strategies: push marketing and pull marketing. They play a significant role in the development of functional advertising strategies.

In this article, we explain the differences between push and pull marketing and provide examples to illustrate how companies can use them in their marketing communications.

The Difference Between Push and Pull Marketing

The goal of push and pull marketing is essentially the same: to reach as many potential customers as possible and persuade them to make a purchase. However, the strategies differ in their approach.

Push marketing, also known as “pressure marketing,” refers to a strategy where products or services are actively “pushed” to end customers. The aim is to communicate the offer as directly as possible to potential customers to promote sales.

Push marketing pursues a very aggressive way of advertising. Advertisements are used to make potential customers aware of a product. Typically, they have not heard of this product before. Thus, advertising is pushed onto users. Advertising, both online and offline, is suitable for this purpose. Push marketing is probably one of the oldest marketing concepts that still succeed today.

Pull marketing, also referred to as “attraction marketing,” aims to create demand for a product or service so that customers actively seek out and want to purchase the offer. This strategy focuses on building a brand and creating customer loyalty, leading to natural demand in the long term. Pull marketing often utilizes content and experiences that customers find valuable to generate interest and excitement for the brand.

With pull marketing, the emphasis is on targeting proactive customers who are already in search of a product like yours. These potential customers are “pulled” to your site, as they are already in the market for a product like yours. It’s crucial that your company is easily found online. There are various strategies to increase your visibility on the web, such as SEO, optimized landing pages, and optimized content.

How to Implement Push Marketing

Push marketing is ubiquitous in everyday life, seen and heard everywhere. Advertising on the radio, flyers in mailboxes, posters on billboards, and catalogs; all of these belong to push marketing. Various types of advertisements are used to encourage potential customers to make a purchase. First, they need to be made aware that your product exists. Simultaneously, the presentation ideally is so compelling that the desire to purchase also increases. In online marketing, social media ads play a crucial role in push marketing. This includes banner advertising on websites. However, newer advertising methods such as leveraging influencers can also increase brand awareness, depending on the product.

Examples of push marketing, whose participants are more likely to be higher up in the sales funnel (see AIDA model):

Social media marketing: Building a community around the brand that engages and retains customers through interaction and engagement.
Influencer marketing: Collaborating with influencers to promote products or services within their networks.
Trade shows and exhibitions: Presenting products in places where buyers actively seek solutions.
Email marketing: Targeted emails to a list of subscribers with the aim of promoting new products or offers.

ADVANTAGES	DISADVANTAGES
Greater reach compared to pull marketing	Potential customers may perceive the advertising as intrusive
Build reach quickly	One-way communication from the company
Introduce new products to the market that no one is actively searching for	Reach may be disrupted by ad blockers and filters

How to Implement Pull Marketing

Pull marketing is typically more subtle than push marketing. There are no ads urging people to buy products or use services. With pull marketing, you rely on the existing interest of potential customers. These individuals often use search engines to specifically look for a certain product. In most cases, they already have some knowledge or have made a preliminary selection. Through search engine optimization (SEO), you capture the attention of customers because your website appears among the top search results. Now, the goal is to keep users on your site and convince them of your product’s value. Blog posts, informative social media accounts, or whitepapers are popular forms of content for achieving this objective.

Examples of pull marketing, targeting participants who are typically further down the sales funnel (see AIDA model):

Content Marketing: Providing useful, informative, or entertaining content that naturally attracts potential customers, such as through search engines.
Search Engine Optimization (SEO): Optimizing the website and content to rank higher in search engine queries.
Search Engine Advertising (SEA): Placing ads in search engines to be found by interested customers.

ADVANTAGES	DISADVANTAGES
The customer is already searching for your product, and there is already a certain interest in purchasing.	Informative content with added value is more time-consuming to produce than ads.
Many opportunities to attract customers through organic results and maintain their interest.	If your product is unknown and nobody is searching for it, pull marketing is not suitable.

Differences between Push and Pull Marketing Summarized:

Audience targeting: Push marketing aims to reach a broad audience directly and often unsolicited. Pull marketing, on the other hand, builds relationships with a more specific audience that has already shown interest.
Communication approach: Push marketing relies on direct and often interruptive advertising formats, while pull marketing focuses on providing value and building relationships.
Time horizon: Push marketing can achieve short-term sales success, while pull marketing aims for long-term success through brand building, memory effects from repeated customer contacts, and customer retention.
Sales funnel: Push marketing is more commonly used above the funnel and at the Attention and Interest stages in the AIDA model, while pull marketing tends to focus more on the actual purchase stage at the Desire and Action stages in the AIDA model.

Is Push or Pull Marketing Right for Me?

Generally, every successful marketing strategy includes a mix of push and pull marketing campaigns with an overarching campaign structure. The ratio of how much you should use each strategy depends on several factors, including the online behavior of your target audience, the product, or the sales value. If your product is in high demand and already has a certain level of brand awareness, working more with pull marketing naturally makes sense. On the other hand, push marketing helps smaller, lesser-known brands generate more leads and sales with new products.

In any case, a marketing strategy should be developed. Using a marketing agency yields the greatest results. They bring experience and the necessary know-how to maximize the results from your advertising budget. Contact us today!

Our 7 Most Popular WordPress SEO Plugins

Lisa — Thu, 07 Mar 2024 14:06:30 +0000

WordPress is the most popular Content Management System (CMS) on the internet. There are over 101 million WordPress blogs on the internet, powering 63% of all websites.

WordPress is an open-source content management system used to create websites. Many bloggers and businesses use it as their website platform. But why is WordPress so popular? Some reasons for its popularity include being free as a CMS, easy to use for content customization, and providing a solid foundation for search engine optimization (SEO).

Search engine optimization (SEO) can be understood as the process of optimizing web content so that it is more likely to rank higher on search engine results pages.

The technical basis of SEO lies in both the technical development of websites and their adjustments to the algorithm. Additionally, it involves making content more discoverable by search engines through optimization and link building.

There are a variety of free and paid plugins available to help improve the SEO of your website.

What is a WordPress SEO plugin?

WordPress SEO plugins are a type of software that helps you optimize your WordPress website for search engines. These plugins with SEO functionalities assist in tasks ranging from setting up 301 redirects to adding metadata, all aimed at improving your rankings in search engines, particularly Google.

WordPress is an open-source content management system (CMS) powering over half of the web, with many bloggers and small businesses using it as their website platform. One of the reasons for WordPress’s popularity is its user-friendly nature, cost-effectiveness, and solid foundation for search engine optimization (SEO). SEO plays a crucial role in increasing a website’s visibility on search engine results pages. WordPress offers a variety of plugins to help optimize your website.

This article introduces you to seven of what we consider the best SEO plugins for WordPress, allowing you to choose one for your website.

What are the Benefits Of Using a WordPress SEO Plugin?

WordPress SEO plugins are a great way to optimize your website for search engines. They offer a variety of features that can help with everything from building internal links to optimizing your content.

There are many WordPress SEO plugins on the market, but not all are created equal. Some plugins offer more features than others. That means you need to know what you’re looking for and which plugin you want to use on your WordPress site.

There are many WordPress plugins that can help you optimize your blog for SEO purposes. These plugins ensure that your website ranks high in search engine rankings and attracts more visitors to your site.

In this article, we’ve compiled a list of our 7 most popular WordPress plugins for SEO purposes. These plugins help you rank higher in search engines and get better organic traffic to your website.

Our 7 Most Popular WordPress SEO Plugins

1. Yoast

Yoast is one of the most popular and our preferred WordPress SEO plugin that helps users optimize their content for search engines. The plugin provides helpful information on each page about how to improve your website’s ranking in the Search Engine Results Pages (SERPs). It uses a convenient traffic light system, which changes color as you use the individual optimization tips and adjust the web content. Here are some of Yoast’s tips:

Optimize your website and individual pages for the right keywords for your users.
Establish a solid internal linking structure.
Avoid dead links on your website.
Automatically add structured data to help Google better understand your website.
Get previews for sharing on Twitter and Facebook.
Content quality and link suggestions while writing.
Access to the Yoast SEO Academy.

2. Rankmath

Rank Math is a search engine optimization plugin for WordPress that makes it easier for you to optimize content through integrated suggestions. These suggestions are based on widely accepted SEO best practices. Easily adjust important SEO settings, control which pages are indexable, and how your website appears in search with structured data.

What sets this SEO plugin apart is that it combines the features of multiple plugins, consolidating everything into one easy-to-manage plugin.

The optimization options on individual pages are similar to those of Yoast.

You can control noindex/nofollow/noarchive and meta tags in general, as well as individual pages or blog posts. It can be linked to the Google Search Console to display meaningful information directly in the WordPress dashboard.

Rank Math has many useful features, including a built-in 404 monitor, easy redirection options, rich snippets, XML sitemaps, and internal linking recommendations.

3. Autoptimize

Autoptimize is a free WordPress plugin that enhances the performance and speed of WordPress websites by making various optimizations to website resources. Here are some of the main features and functions of Autoptimize:

Compresses, minifies, and combines JavaScript, CSS, and HTML files to reduce loading times and increase website efficiency.
Optimizes images by reducing their size and improving image resources to minimize loading times.
Supports lazy loading of images (images are only loaded when they are in the visible area of the users) to optimize page loading times.
Optimizes font processing to increase efficiency when displaying text content.
Provides options for caching HTML and CSS files to further improve page loading times.
Allows fine-tuning of various settings to tailor optimizations to the website’s requirements.

Autoptimize is generally compatible with most themes and plugins. It is important to note that the impact of Autoptimize may vary on different websites depending on individual configurations, themes, and plugins. It is recommended to create backups of the website before using Autoptimize and carefully monitor the impact on design and functionality.

4. RapidLoad

The paid WordPress plugin RapidLoad was developed to improve the loading time of WordPress websites, thereby generating more traffic and conversions. It optimizes the website by reducing the size of images and other media. Additionally, this plugin minimizes the number of HTTP requests and applies various techniques, including database query optimization, caching of static content, and code minimization.

RapidLoad offers automatic optimization, customizable configuration options, and is user-friendly even for non-developers. With RapidLoad, WordPress users can operate their websites faster and smoother. It supports lifetime updates and is compatible with all major browsers as well as PHP 8.1.

For installation, it is recommended to use it as a plugin, with the option to deactivate or remove it in case of issues. RapidLoad can be combined with Autoptimize. The plugin offers a free customer support service.

The slow performance of WordPress websites can be attributed to various reasons, including too many plugins, unoptimized images, and poor website coding. Similar alternatives to RapidLoad include free plugins such as W3 Total Cache, WP Super Cache, and HyperCache. Overall, RapidLoad is a simple and effective solution for speeding up WordPress websites.

5. WebP Express

More than 9 out of 10 users employ a browser capable of displaying WebP images. However, most websites still deliver JPEG images, which are typically twice as large in size as WebP images at a certain quality. What a waste of bandwidth!

WebP Express was created to address this situation easily. With minimal effort, WordPress administrators can configure their website to automatically deliver WebP images to browsers that support it. JPEG and PNG files are still provided for browsers that do not support WebP.

This plugin also aids in image optimization by compressing images into the WebP image format. Once again, it serves to shorten your loading time and thus improve it.

6. WP Rocket

WP Rocket is a powerful premium WordPress caching plugin designed to improve website loading times and overall performance. It offers the following features:

Page Caching creates static HTML files of dynamic WordPress pages, reducing loading times.
Browser Caching stores static resources in the visitor’s browser, optimizing load times for subsequent visits.
Reduces the size of HTML, CSS, and JavaScript files through GZIP compression, minimizing transfer time and improving loading times.
Lazy Loading delays the loading of images and other resources until they are in the visible area of the user.
Removes whitespace and unnecessary code through minification and concatenation of CSS, JavaScript, and HTML files to reduce file size and improve loading time.
Allows optimization of the WordPress database by removing unnecessary data and elements, which can improve overall performance.

WP Rocket is suitable for users of all experience levels and offers a user-friendly interface for configuration. It does not require technical expertise to use effectively. The WordPress plugin is compatible with most hosting environments and themes. It can seamlessly integrate with various plugins and usually does not require extensive customization.

The plugin provides regular updates and dedicated support for paying customers. Many users appreciate the paid investment due to the noticeable improvements in website performance. WP Rocket is an effective and powerful way to speed up your WordPress sites.

7. EWWW Image Optimizer

The WordPress plugin EWWW Image Optimizer provides an effective solution for automatically optimizing images on your website to improve performance and loading times. It achieves this by automatically reducing file size without compromising quality, thereby enhancing the user experience.

The plugin supports a variety of image formats, including JPEG, PNG, GIF, and PDF. It offers features for compression and conversion between different formats. A notable feature is Lazy Loading, which contributes to optimization.

EWWW Image Optimizer allows optional cloud optimization, where images can be optimized via external cloud services, reducing server load. The plugin is flexible and integrates well with various themes and WordPress plugins.

The user-friendly plugin offers options to customize image optimization, such as controlling image compression or excluding certain image sizes from optimization. It is advisable to create backups before installation and to check the impact on image quality to ensure optimal configuration for your website.

Overall, EWWW Image Optimizer provides an effective tool for automatically optimizing images on WordPress websites. It is important to note that the effectiveness of the plugin depends on various factors, including the type of images used and the specific requirements of your website.

Conclusion on WordPress SEO Plugins

Choosing the right SEO WordPress plugins can have a significant impact on the visibility of your website. The plugins presented here offer a wide range of features, from on-page optimization to speed optimization and image compression. Depending on the specific requirements of your website, these plugins could make the crucial difference and help you appear at the top of search results.

What is your favorite SEO WordPress plugin?

We are your advertising agency from Thuringia, Erfurt.

We have listed the SEO WordPress plugins that we, as an advertising agency from Thuringia, Erfurt, prefer and most frequently use in WordPress websites.

If you believe that there is an SEO plugin that should be additionally mentioned here, please let us know.

Three Online Marketing Goals You Can Achieve with Content Seeding

Lisa — Tue, 10 Jan 2023 09:32:03 +0000

Was Does Content Seeding Mean?

Content seeding describes the strategically targeted distribution and placement of content on the Internet. The focus is particularly on the added value of the content offered. In general, content seeding is not a new strategy, but ties in with well-known public relations concepts.

The basic concept behind it is aimed at generating backlinks organically. Backlinks are an important part of a SEO strategy. Readers should find your content interesting and worth reading. For example, blog posts, social media posts or videos are often shared by them. The interests of “real people”, how the organic sharing of exciting posts is perceived, arouses the interest of other users.

Another important part of content seeding is influential online presences, also known as multipliers. This includes various actors who are represented in traditional media as well as influencers and users on social media channels. Multipliers help you systematically generate organic reach and traffic. With links and interactions, they ensure the independent distribution of the content and expand your target group.

The content should be clearly structured and the usefulness should be easy to recognize. Purely advertising-oriented content quickly reduces the interest of your target group and the willingness of multipliers to share decreases.

Content That Inspires

To spread online, even the most relevant, informative, or entertaining content needs support. Company websites or blogs are rarely enough here, because only very few users find their way there directly. Content seeding aims to distribute the content on different channels in a natural way through links and user interactions.

The higher the added value or entertainment value of your content, the more successful it will be. Various media formats and channels are available for the dissemination of targeted content seeding: websites, blogs, forums, social networks, videos (YouTube), podcasts, e-mail marketing or press portals are just a few platforms for having this content exploited.

So, content seeding is a win in many ways.

Three Main Goals of Content Seeding

Increasing the reach of content

The key to success is to reach your target group directly at as many different touchpoints as possible with the content.

Inspiring target groups

Online marketing via content seeding usually feels more organic to users than traditional ads. So, with content seeding, you can reach sceptical users who base their purchase decision on the experience of other buyers.

Improving your SEO with good backlinks

From an SEO point of view, content seeding leads to qualitative link building, which also has a positive effect on search engine rankings.

With a constant eye on the media, especially the internet, you can find influential bloggers, influencers, online marketers, PR managers or SEO experts who have access to your desired target group. These increase the chance of more traffic, prospects and conversions. At best, target-group-relevant, high-quality content on these channels ensures that the content is redistributed by as many users on their own initiative. In the sense of content seeding, the content is scattered or “sown”. Ideally, constant sharing will create a viral hit. This is the most successful variant of content seeding, but it is difficult to generate organically. Most of the time, this happens by chance.

Our Tips for Good Content Seeding

The focus in good content seeding should clearly be on the added value for users. Depending on the target group, the added value looks different, but in principle, content should be neither too technical nor too general. Readers should want to consume and share the content. This usually works best if it’s already clear from the title what it’s about. What exactly is the advantage of your content? Does it convey your competence and trustworthiness?

Content seeding plays into the creation of the content. Instead of flat advertising messages, you should focus on original content that really reflects the quality of your content. Involve your multipliers as well. You and your users attach great importance to high-quality, authentic content and professional expertise. Clumsy advertising would scare them off rather than encourage sharing. Multipliers have the advantage of being closer to the target group. With surveys and feedback, you can quickly get an overview of successful strategies and what your audience wants. In return, interaction is essential for the independent success of influencers, bloggers and other multipliers.

You can create unique entertainment value through videos and memes. Furthermore, guidebooks, e-books or infographics on relevant topics, for example, have a high level of information and practical added value. As a result, this content is shared frequently and willingly. It’s important to find out what your target audience really wants. The imparting of competence and trust is crucial. It is advisable to pay attention to the balance between informative character and good comprehensibility.

Conclusion

Clever networking and a good content strategy are therefore the be-all and end-all of content seeding. But the sensible use of social media and other publication channels also increases traffic, the number of interested parties and conversions. Direct and personal contact with potential multipliers is crucial. It is advisable to build up your own network at an early stage.

Use content marketing to increase your visibility on the internet. We know which content fits your business and your online marketing strategy. We look forward to supporting you.

Our 6 Step Plan for Good SEO Texts

Lisa — Sat, 16 Apr 2022 13:09:49 +0000

All topics can be processed in SEO texts. SEO stands for Search Engine Optimization. The goal is for your website to appear as high as possible in natural search results. And we will show you how to achieve this in this post in 6 steps.

Keywords in SEO texts – simple and efffective
Quick and easy-to-read SEO texts
The most important technical details for SEO texts
Know your target audience
Avoid duplicate content in your SEO texts
Check your texts

1. Keywords in SEO Texts - Simple and Effective

It is logical that Google likes to suggest results on a topic that contains the words you are looking for. Let’s take an example: if you want to sell flowerpots, the word “flower pot” appears a few times on your website. Ten years ago, Google preferred entries that used the searched keyword as often as possible. For example:

“Our flowerpots are the most beautiful flower pots on the market. You can plant lots of flowers in our flower boxes. Whether it’s large flowerpots or small flower pots, we have a lot of flower pots on offer.”

These texts are not pleasant to read, nor will they help you today. In the meantime, search engines attach great importance to secondary keywords. They have something to do with the content of your text without appearing in the main keyword.

Let’s take the example of flowerpots. Relevant secondary keywords are plants, balcony, garden, flowers and soil. In other words, things you need if you want to use the flowerpots.

Incorporate these secondary keywords into your sentences to write SEO texts while improving reading flow. This way, Google and your readers are sure that they have found the best result on your page, as these words show relevance to the search result.

What You Need To Know About Keywords

What does keyword density mean?

Keywords are important to describe the product or service you want to bring closer to your customers and to write a SEO text in the first place. Therefore, please use your keywords sufficiently in the content. However, they should not be used excessively or compulsively often. Keyword density helps here as a metric and determines the ratio of your focus keyword to the total word count in percentage.

What is the WDF*IDF Tool?

The WDF * IDF tool helps you to find relevant keywords for your SEO text based on your competitors’ websites or individual websites with similar content. These are analysed and recorded with which keywords the other websites rank in the search engine index.

2. Quick and Easy-To-Read SEO Texts

A good SEO text conveys a lot of information as simply as possible. Your language should be simple, don’t use complicated tenses, omit phrases, avoid filler words, and use active language.

Keep your sentences short and don’t write more than three or four in a paragraph. Maintain appropriate character spacing and avoid long blocks of text. These have a deterrent effect, especially on mobile devices, and do not tempt you to read.

Be generous with sections and include blurbs when possible. These serve as an overview and promote interaction with your website. Pay attention to original headlines (clickbait) that arouse interest in your content. You can also use internal links to generate more clicks.

Readability Index

What is the Readability Index?

Also, make sure you have a good readability index. This numerical value is used to formally determine the readability of texts. In general, the lower and simpler, the better for your SEO texts.

The limits of the readability index ...

At this point, however, we would like to reassure you: If you write SEO texts with technical standards, you may struggle to achieve a low readability index. And it may be that you rank well despite having a higher readability index.

Furthermore, you will notice that your texts do not read well at all if they want to comply with all these rules.

Now you’re probably wondering how long an SEO text should be. There is no concrete answer to this question. In general, you can say: as long as necessary, as short as possible. A few years ago, the minimum length was 300 words. Later it was 500, today experts are already talking about 5000 words. It is important to know that no one knows the Google algorithm and thus the ideal length for a SEO text.

Apparently, this does not exist either. If your text is so long that no one wants to read it, it won’t help you with Google ranking. But if you only write 500 words on a topic that requires more information, readers will also be dissatisfied. So, what is important is what will be explained in the following section.

3. The Most Important Technical Details for SEO Texts

Headlines

Your headlines should follow a logical structure. The main heading of your text is given an HTML tag, namely, and it only exists once. There are several subheadings below, which are subdivided into logic and so on.

It’s important that your headlines match your focus keyword or your focus keyphrase.

Jump marks or #anchors

Jump marks that link to a subpage in the lower areas of your website with so-called anchors help your readers to find their way around your SEO text more quickly. Jump markers have a great chance of appearing in your natural search results.

4. Know Your Target Audience

Your goal is to reach people or sell something with your website. Familiarize yourself with your target audience so you know what to expect. Your texts need to add value to them. It is better to omit a keyword in order to make important content comprehensible in its place.

If you want to appeal to people who are busy in their family and professional lives, they don’t want to read 10,000 words about your flower pots. But the same is not true for older people who have a garden and a lot of time.

In principle, the average internet user is rather impatient. It also depends on which device the user reads your text on. If they sit at home and want to do some research on their laptops, they will have more patience to read longer texts. On the way to work and on the, mobile phone, this is not the case.

What do you offer and who do you want to reach? Be aware of both and adjust the length and wording of your texts accordingly. One target group wants to be addressed formally, while the other prefers a more personal approach. You know who you want to target. Let that be reflected in your texts.

5. Avoid Duplicate Content in Your SEO Texts

Duplicate content is large amounts of content in the same sentences that exist multiple times on the same domain. This used to be a popular trick to generate clicks, but is now penalized by Google. As a result, your website is more likely to slip further down the search results.

Our tip: For your online shop, it is therefore advisable not to simply use the manufacturer’s product texts, even if it is allowed. Write your own product texts of at least 300 to 400 words. In this way, search engines recognize that your website offers unique content and classify it as more likely to be worth seeing.

Google wants to ensure that different websites are presented in the top search results and not copy-and-paste texts. At Google, a lot revolves around quality and the user experience. In times of mobile-only, for example, this is also influenced by loading times and core web vitals, but also by original texts and formulations.

Of course, if your texts describe generic topics, you don’t have to reinvent the wheel. However, do not copy phrases or entire sentences from other pages. This is critical from a copyright point of view and is considered theft. Instead, write your own texts. They will bring you more readers in the long run. Who wants to read the same text several times in a row?

6. Check Your Texts

This tip may seem too simple for you at first glance, but it is one of the most important. Read your text again yourself or pass it on to someone else. Spelling mistakes are never pleasant to read and are avoidable. But the reading flow is also important.

When reviewing your text, online tools for SEO texts can also be useful. Wortligas tool, for example, checks your texts for readability, spelling, comprehensible language and conciseness. Tools like these will automatically help you get a better understanding of SEO texts.

Does your text read pleasantly and fluently? Is it clear and without spelling mistakes? Have you gotten all the information across? Are your keywords and secondary keywords appearing regularly? Does it meet the SEO criteria?

If you answered yes to all the questions, congratulations! You have acquired and applied the basic knowledge of SEO texts. Your first text is ready to be found by others.

Get Professional Support in the Creation of Your SEO Texts

If you answered yes to all the questions, congratulations! You have acquired and applied the basic knowledge of SEO texts. Your first text would be ready to be found by others.

That’s all well and good, you say: You don’t have time to write texts and want professional support?

As an advertising agency from Thuringia with many years of SEO know-how, we support you professionally.

Feel free to contact us!

What Does Mobile-Only Mean for Search Engine Optimization?

Lisa — Mon, 17 Jan 2022 12:15:28 +0000

Mobile Friendliness has been an Official Ranking Factor at Google since 2015

Mobile friendliness describes the usability of a website on smartphones. Google’s search engine has been ranking websites solely based on their mobile appearance since 2021. Therefore, it is advantageous for you as a website operator to engage in mobile search engine optimization (Mobile Only SEO) and to adjust or potentially only check the mobile-friendly state of your website. In this article, we show you SEO measures for better search engine rankings that apply in times of Mobile SEO. You will also find tools in this post to check your mobile performance.

These questions will be answered:

How does the Mobile-Only index affect crawling and indexing?
How does Google’s Mobile-Only index affect my ranking?
Have the Google ranking factors changed due to the introduction?
What impact do structured data have on the Mobile-Only index?
What measures improve mobile websites?
Do websites need specific mobile content?
What measures improve mobile loading times?
What factors improve Local SEO?
Do Accelerated Mobile Pages (AMP) improve Google ranking?
What should be considered in the linking structure?
To what extent must meta tags be optimized for mobile?
Must canonical tags be optimized for mobile?
Which tools help with verification?

1. How Does the Mobile-Only Index Affect Crawling and Indexing?

The Mobile-First index means that Google primarily reads websites in their mobile version when they are included in search results. The innovation here is that from now on, instead of the desktop version, the mobile website version will be crawled. Since March 2021, Google has switched from the Mobile-First to the Mobile-Only index.

The number of URLs crawled per day remains essentially the same. The change lies more in the shift in the ratio between mobile URLs and desktop URLs. Previously, predominantly desktop URLs were crawled, whereas in the future, the number of crawls by mobile crawlers will increase significantly. Consequently, Mobile First and Mobile Friendliness also have implications for SEO. For indexing in the Search Engine Result Pages (SERPs), Google relies on the mobile version of your website. The SERPs list the search results of a search query by users in a search engine, such as Google or Bing. Today, the mobile index is the primary index. Google has switched to the Mobile First index because the majority of users now access websites via mobile devices, making mobile usability essential.

2. How Does Google's Mobile-Only Index Influence Ranking?

Nowadays, your ranking depends on how well your website is optimized for mobile devices. Since the content of the mobile website is indexed and used for ranking evaluation, it means that your mobile website should be sufficiently user-friendly and compliantly implemented, or else you may rank lower.

The ranking of websites is determined and displayed in descending order based on the relevance of the results. Your entire website’s ranking drops if the crawler downloads reduced and unoptimized content from your mobile website. If a website has different URLs for desktop and mobile, mobile users will simply see the mobile URL and desktop users will see the desktop URL. However, the indexed content for both comes from the mobile website version.

3. Have the Google Ranking Factors Changed?

Google has further reinforced the impact of Mobile First since Mobile Friendliness became a ranking factor in 2016. Essentially, the Google ranking factors for websites have not fundamentally changed.

The same criteria still matter:

Content
Links
General user accessibility

Mobile SEO differs from traditional SEO in that now the criteria are assessed for the mobile version. Since Mobile First, the focus has been on mobile readability, mobile usability/functionality, and the use of structured data.

Meaningful internal links should help users reach their goals quickly and easily without relying heavily on site navigation.

On mobile devices, results matter in seconds, so your website’s load time should be as minimal as possible. Since the screen is much smaller than a desktop, clear summaries are essential. All of these factors serve mobile users and thus your potential customers, making it worthwhile for you to optimize them.

4. What Impact Do Structured Data Have on the Mobile-Only Index?

Structured data is a standardized format for providing information about a website. They classify the content on the website, primarily serving search engines but also users to better understand what the website is about. If search engines do not recognize the content of your website, your website may not be listed for relevant search queries. Therefore, your website should have structured data optimized for the mobile version.

The Rich Results Test tool is a Google tool that allows you to check your structured data and, in some cases, also preview a feature in Google Search.

5. What Measures Improve Mobile Websites?

Page templates are PHP files used to design individual pages of a website. Some of these programmed page templates for content management systems (CMS) are not completely responsive. The CMS is software that enables the provision, editing, organization, and presentation of digital content.

In the context of mobile optimization, this means that you should always pay attention to which page templates are well adapted.

Images on your website …

should not be displayed in their original size or larger than the screen on mobile. This can be challenging not only for images but also for other content elements such as buttons. Therefore, we recommend checking important pages on your website in various screen resolutions to avoid issues with the correct display of the mobile version.

Closely spaced clickable elements …

can, for example, affect usability because the thumb is larger than the mouse pointer on a laptop or computer. Therefore, clickable elements such as buttons and links should never be placed too close together on mobile devices. Otherwise, you risk users being unable to click on elements accurately. If this happens, users may end up on websites they did not intend to visit. In the worst case scenario, you could lose a potential customer.

Readability …

is also a factor that supports usability. Texts for smartphones often have their font size automatically reduced to fit more text onto smaller screens. However, it’s important not to overdo it and to moderate the reduction, while also avoiding excessive horizontal and vertical scrolling. Rankings are now also dependent on the responsive design of websites. Google itself recommends using this dynamic design approach. To address usability issues on your website, it makes sense to analyse the Core Web Vitals report in Google Search Console for your own website.

Page layout …

it’s important, for example, that the page layout does not shift during the loading phase. The CLS (Cumulative Layout Shift) value indicates this. It is rated from 0 to 1, where 0 indicates no shifting and 1 indicates the strongest shifting. Because it’s not user-friendly if page elements move during interaction.

6. Do Websites Require Special Mobile Content?

In principle, Google prefers relevant content that is easily accessible by the Googlebot. Content can consist of various forms such as texts, images, videos, multimedia documents (documents with interactive material composed of different media), and other media formats. Mobile accessibility for the crawler is likely the most important aspect.

The Googlebot is a web crawler, a computer program that downloads content from the Internet (www) and then integrates it into search engines. Web crawlers also index websites or collect information such as email addresses. Therefore, it is of utmost importance that the Googlebot can easily read all important content.

In principle, responsive web design ensures that all content on your website is optimally displayed. However, you should also create mobile-friendly content. Your keywords are very important and should be optimized. Mobile users often search for specific information, so you should bundle your website content compactly. Headings should always be appealing and clearly convey what is being discussed on your website. If you have larger content on your website, summaries of the content in the introduction are a good method to confirm to users that they are on the right website in terms of content.

To avoid displaying your customers an excessively long block of text and potentially losing them, you should structure your texts well with subheadings. Subheadings have the effect of making the text appear much shorter to the user in individual sections than in a long block. This division makes your text more pleasant for your website visitors.

Key points to consider:

Google values clearly understandable texts. Therefore, avoid nested sentences and complicated expressions.
Images should be clearly recognizable and visually support the content.
You should also know that content can be localized. Mobile content with a local reference can directly affect the behaviour of users in the real world, as online searches are often made for reviews or nearby stores.

7. What Measures Improve Mobile Loading Times?

For SEO in the Mobile-First Index, loading time is also a crucial influencing factor. Users value quickly accessing the desired website. Mobile loading time strongly influences whether users stay on a website or quickly leave it. In Mobile-First design, there are several measures that help reduce your site’s loading time.

Image compression

Various techniques enable data reduction (reducing the size of source data) of 20% to 50%. You can display images in special graphic formats for compressed images, such as Next Gen formats like WebP. Since high-resolution images and videos consume a lot of data volume when loading, you should only integrate the necessary ones into your website and choose an appropriate size.

Videos

Regarding videos, it’s important to note that they are only loaded when users click the play button. After all, the limited data volume of their mobile contracts plays a role for many users.

Designs

Elaborate designs with many scripts, complicated animated objects, effects, and style sheets harm your loading time, mobile performance, and ultimately your ranking.

In summary, successful websites score with factual content in a clear and organized structure.

8. What Factors Enhance Local SEO?

The use of smartphones significantly enhances local and location-dependent search. The location of users is a crucial factor in determining what appears in the SERPs for them. The importance of this is even greater for mobile search because users are more likely to see search results from their vicinity.

This factor is particularly important for businesses with a physical location and/or a specific service area. To gain an advantage here, you should, for example, set up Google My Business and ensure correct markup with Structured Data via Schema.org. Business listings can have a significant impact on your ranking if you enter and standardize the most important information there, including your website.

9. Do Accelerated Mobile Pages (AMP) Improve Google Ranking?

Accelerated Mobile Pages refer to an optimized website page format accessed exclusively via mobile devices. AMPs were designed to load mobile websites faster.

You may wonder if your ranking will improve with AMP. Google provides vague information on this topic and denies that AMP is a direct ranking factor. However, since mobile loading speed is a criterion in ranking, using AMP does not hurt, even though AMP requires high maintenance and upkeep. However, if users interact more on the fast-loading AMP compared to a slow-loading website, it could naturally improve your ranking position.

In the “Headlines” widget on your smartphone screen, both AMP and non-AMP results are displayed. Google continues to support AMP, but in the future, it will likely address the issue of loading time through the introduction of the new ranking factor “Page Experience.” In general, all websites in Google search are ranked according to the same principles, regardless of the technologies used to create the website.

10. What Should Be Considered in Linking Structure?

The key to any website, whether accessed on desktop or mobile devices, is a meaningful and purposeful internal linking structure. Users should be guided from their entry page to where you want them to go, which is usually completing a purchase or making a contact inquiry.

Internal linking aims to answer potential questions of users on the subsequent page while simultaneously convincing them of the product or service. Keep in mind that not all features of mobile devices can be transferred to desktop pages before setting up your desktop page completely like your mobile page.

Content recognized as collapsible navigation aids on smartphones, such as the “Burger menu,” may confuse desktop users. While the mobile page takes precedence, you should always check both websites in parallel to provide desktop visitors with a satisfactory website navigation experience as well.

11. To What Extent Should Meta Tags Be Optimized for Mobile?

Meta tags can be found in the head area of an HTML document. They are not obvious to website visitors and can help website owners convey information about their website to search engines. For example, they may contain information such as the content, publisher, author, and copyright. Most meta tags are automatically created by modern CMSs like WordPress.

You should use the same Meta Robots tags on the mobile site and desktop site. Otherwise, Google may not be able to crawl and index your site. Setting up meta viewport tags is also useful because they give the browser information and instructions about the size of the website.

A mobile optimization tip is to use Apple’s viewport meta tag for Safari iOS for responsive web design websites. Viewport is an attribute used to ensure the display of websites on mobile devices.

As a general rule, both versions of your website should contain the same metadata. These are so important for the SERPs (Search Engine Result Pages) because they are displayed as a search engine result for your website. There is debate that the optimal character count of your meta titles should be reduced from 50 to 70 and meta descriptions from 120 to 155 for mobile search results.

12. Do Canonical Tags Need to Be Optimized for Mobile?

Canonical tags are an effective tool in SEO for dealing with duplicate content. Technically, a canonical is a simple HTML element. It provides the ability to resolve issues arising from identical or duplicate content on multiple URLs.

For example, if you have similar content under different URLs, a canonical tag can specify which version should be considered the main version and indexed. Therefore, it is advantageous to adjust the canonical tags as they allow you to designate a canonical URL, determining which URL should be displayed in the search results.

When websites have multiple URLs that refer to the same webpage or have duplicate or very similar websites with different URLs to support multiple device types, canonical URLs are helpful. They increase keyword relevance for individual URLs, allowing search engines to extract the best from your website.

If you deliver your website in a specific mobile variant, starting with a mobile subdomain like https://m.exampledomain.com/page1.html, Google recommends using a “rel alternate” element on the desktop version that points to the mobile variant, and vice versa, using a canonical link on the mobile version to the desktop URL.

13. Which Tools Help With Verification?

To check or monitor your website’s mobile performance, there are many helpful tools available.

Mobile Friendliness:
To assess the extent to which your website is optimized for mobile devices and complies with the Mobile Friendly standard, the Mobile-Friendly Test is useful. It provides specific information about the usability issues currently present on your mobile website version. To optimize the mobile display and usability of your pages, you should review the displayed errors and make adjustments as necessary.

Loading Time & User Friendliness:
Using Google PageSpeed Insights, you can analyze the loading time of your website. To address usability issues with your website, it is advisable to analyze the Core Web Vitals report in the Google Search Console for your own website.

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