Seeding

Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks to distribute this content. In this approach, the marketing aims to increase awareness of the own brand and the published content among a relevant target group.

The scatter effect

In order to make one’s own brand known on the web, good content is an adequate means. However, only very few websites can rely on users finding their way to them on their own. Without well-planned seeding, spreading one’s own content and building links on a large scale are rarely successful. So to get a campaign around a brand and its associated content going, targeted networking is mandatory. Seeding thus becomes the foundation of a successful content campaign.

The goal of seeding

Seeding is about convincing opinion leaders and multipliers to distribute content via their network – for example, via social media, blog, newsletter, etc. The aim is to increase one’s own reach and awareness. This is intended to increase the company’s own reach and awareness. In the best case, the content spreads virally (distributed by the influencers), so that a large number of users themselves serve as multipliers and voluntarily promote the content further.

Seeding paths: how content spreads virally

Many marketing experts distinguish between simple and advanced seeding. In simple content seeding, companies share their content on their own channels and only ask a few influencers they know to spread it. The effort and cost here are low, but the content must be very high quality and with real added value for the user in order to actually spread virally.

This chance is much higher with extended seeding. Here, companies spread their videos, texts or images considerably more widely. Via a larger number of influencers, they thus achieve a wider distribution in various social media, blogs or on websites. The chance of reaching a critical mass of users and thus triggering a virally successful campaign is often higher here, but so are the associated effort and costs.

If you want to keep the effort low and still go viral, an external partner is recommended. In the meantime, various agencies have specialized in supporting companies with seeding and networking. The agency takes over the entire process and can usually also fall back on a suitable topic-relevant network. Nevertheless, even an agency can never guarantee viral success.

Nor can seeding replace good SEO content. A good web presence remains mandatory to be found by Google. Seeding is just another step towards better link building and more traffic.
More than a marketing strategy: How do I go about seeding?

Seeding is an important element in online marketing. Therefore, it is necessary to proceed in a well-structured and planned way. The final distribution of videos, texts or images via Facebook, Twitter, Instagram or simply via link is only one small step of a well-organized campaign. The following points serve as a guide to a successful seed:

Build network

Not only for seeding, but for all corporate marketing activities, a healthy network is the most important foundation. Online (for example, via the various social media) as well as offline (for example, at trade fairs and conferences), relationships can be cultivated and information exchanged very well today.

Define goals

To generate a successful campaign, the exact definition of a target group is essential. This includes analyzing the traffic of the company’s website as a database as well as subdividing the users according to various characteristics. It is also important to pay attention to the media that my target group uses – are my users more likely to be on Twitter or do they use Facebook? In addition, it is also important to define the goals that the marketing department wants to achieve with the content, be it more followers, more sales or more leads.

Create content

Once it is clear for whom and for what purpose the content will be produced, it is time for the actual creation. Special attention needs to be paid to the format, purpose and quality of the content: Is a video, an infographic, or is text more appropriate after all? Am I producing it more for PR purposes, for entertainment, or to convey information? Do I also take into account all the peculiarities of each format? Do I think about the users and the added value that the content should have for them? All of these factors go a long way toward determining a successful seed.

Search for influencers

The target group and the finished text, video, image or infographic narrow down the group of possible influencers. To find the right opinion leaders and multipliers, a first foundation is already laid with your own network. However, it is important to always stay up-to-date and to find and analyze new opinion streams. With a constant eye on the media, especially the Internet, you can find influential bloggers, online marketers, PR managers or SEO experts who have access to exactly my target group and have similar topics to mine on their agenda. In addition, it never hurts to think outside the box: occasionally you find influencers this way that you didn’t expect.

Establish contact

If the influencers are not already old acquaintances from your own circles, this means that the content creator has to make contact with unknowns. Careless action can undo all the previous seeding work. No content producer can afford to make a bad impression through obvious mass mailings or poor research into the contact’s area of expertise. In this case, a careful and polite cover letter is recommended, in which the reason for the selection of the influencer is mentioned and possibly its benefit from the seeding action. Of course, renowned companies or websites have a clear advantage over unknown marketing departments.

Make the effort to convince

The easiest way to do this is to have the content itself do the convincing. This means that it has to be content that offers real added value – be it information, entertainment or tips for problems – and that fits the influencer’s target group. If the influencer can even benefit from it, all the better.

Monitor and analyze results

If the seeding campaign has been successful and many influencers have agreed to spread the content, the results of the work must be recorded and analyzed. Did the content spread virally or did it remain manageable? Did the selection of influencers prove efficient? Was the target group correctly defined? Only good monitoring results in an optimal learning effect for the next seed. For this, the content of the campaign should be fully traceable with careful tracking. A database with the most important information about the influencers also forms a good basis for the upcoming campaigns.

Maintain network

The end of a (successful) seeding campaign is no reason to give up on network maintenance or contact with (new) influencers. Even after the initial distribution of my content, I can benefit from my network and should also give something back to it. Mutual sharing of content, exchange of tips and information, and possibly collaborations are important for the development of any business.

Social media & co: on which channels content can be distributed

Content can be sprinkled across various channels, depending on the format. Depending on the company and the campaign, different channels come into question. Whether social media, blogs or forums, a good marketing department should always keep all options in mind.

The big social media platforms like Facebook and Twitter are mostly the first port of call when it comes to distributing good content. Right behind are other social media such as Instagram or Pinterest. Here, the more followers there are on the individual channels, the more successful the seed can become. At the same time, the content should always fit the chosen medium. Via social media, it is also the easiest way for the influencer to further distribute texts, videos or images. A like, a retweet or a share is often enough to reach a large number of users.

An expert blog on a suitable topic can bring a large increase in trust. Here, influencers can not only address exactly the right users, they also have a great influence on readers’ opinions due to their expert status. In the case of a recommendation or a positive mention, part of this reputation is transferred to the company that produced the content. For companies, having their own blog is also a source of traffic that should not be underestimated.

The video format is becoming increasingly important on the Internet. Short films – with a valuable message of information, entertainment or support – appeal to many users if they are well made. A dedicated YouTube channel is therefore worth considering for any company.

Forums hold the possibility of addressing a large number of influencers at the same time, as many experts often exchange their views there. Valuable and well-placed content can not only reach a large number of multipliers, but also create a buzz and make the rounds.

Seeding as an important element in online marketing

Seeding is an enormously important element in online marketing. If you don’t want to rely solely on traffic from Google, you should become active and seed your content via social media such as Twitter, Facebook or Google+, but also via blog, video or in forums. To achieve optimal distribution and possibly even create viral campaigns, even the best marketing expert depends on the help of opinion leaders and multipliers. Through clever networking and a good content strategy, the sensible use of social media and other publication channels, a seed can easily increase traffic, the number of interested parties and also conversion.

SEO-Content ✔️ Blog Content ✔️ SEO Content Writing ✔️ Article Writing ✔️ E-Books ✔️

Recipe for success for international SEO texts

Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

Snackable Content

What is Snackable Content? Snackable content refers to texts, videos, images or other content that is particularly easy to consume. Due to its simple design, this type of content is usually used for entertainment purposes. Snackable is based on the English term snack,...

SERP

What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...

Search Term

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...

Robots.txt

Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...

Retargeting

What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...

Referral-Marketing

Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...

RankBrain

Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...

Plagiarism

Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Panda (Google Updates)

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...

Onepager

Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...

Offpage Optimization

Offpage Optimization Offpage optimization is a part of search engine optimization (SEO) and is considered the counterpart to onpage optimization. It includes all the measures that the webmaster takes away from his own page to prove a good search engine ranking. On the...

Newsletter Content

Newsletter Content Newsletters are a communication tool in marketing and corporate communications. Today, a newsletter is usually sent as an e-mail by companies in order to promote content or products of a company or to spread news about the sender. With the help of a...

Newsjacking

Newsjacking The term newsjacking is made up of the English words "news" and "hijacking" and was coined by author and marketing expert David Meerman Scott. He used it to describe a PR strategy in which companies "hijack" news in order to attract attention and...

Neuromarketing

Neuromarketing Neuromarketing is a marketing field that uses findings from brain research and psychology to optimize advertising. Neuromarketing experts use various methods to investigate which processes in the consumer's brain influence purchasing decisions. This...

Net Promoter Score (NPS)

Net Promoter Score (NPS) The Net Promoter Score (NPS) is a key figure that is intended to provide information about the success and customer satisfaction of a company. A simple, standardized customer survey is used to obtain an assessment and feedback from customers...

Natural Language Processing

Natural Language Processing Natural Language Processing (NLP) is the processing of human language by a machine. In today's everyday life, people talk more and more often with machines - for example, with computers, smartphones or chatbots on websites. NLP optimization...

Native Advertising

Native Advertising Native advertising is a form of advertising in which the user of a website is offered content that does not originate from the operators of this website themselves. However, it is very similar in form and design to the editorial content of the...

Microsite

Microsite Microsites are small websites with only a few subpages and clear navigation. They are independent of the parent company website. A microsite usually deals with a specific topic or is created for a specific campaign. A small page with a clearly defined focus...

Micro Content

Micro Content Micro content is the term used to describe content for the web in mini format. This includes text, images, videos and e-mails. The main task of micro content is to whet the appetite for more. Micro content elements are also used as part of websites,...

Metadata

Metadata Metadata provides search engines with information about the content of a website. Metatags or meta elements are used to specify metadata. For example, the preview texts that search engines such as Google display in their search results pages (SERPs) can be...

Linkbuilding

Linkbuilding Linkbuilding summarizes the methods used by website owners, SEOs and other net creators to bring about links from other pages to a target website. Linkbuilding describes various methods that are used to generate links from other websites. Thus, link...

Lead-Marketing

Lead Marketing Lead marketing or lead generation marketing describes the process of arousing the interest of potential customers and subsequently converting them into buyers. As a rule, this is done via various online marketing channels. Needs-based marketing with a...

Latent Semantic Optimization

Latent Semantic Optimization Latent Semantic Optimization (LSO) is a term used in search engine optimization. LSO means optimizing website texts also with regard to their semantic environment. This is intended to improve the ranking position in the organic search...

Landingpage

Landingpage A landing page is a website to which a potential customer is directed via a search engine or an advertisement. The website is used to encourage the user to take a targeted action (conversion), which the website operator defines in advance. Goals can be,...

Creative Writing

Creative Writing Creative writing is a concept in which the writing of texts is understood as a creative process. It assumes that writing is a craft whose tools can be learned by anyone. There are many methods for creative writing. These are closely related to...

KPI

KPI KPI is the abbreviation for Key Performance Indicator. The term refers to key performance indicators that can be used to determine the performance of activities in companies. Which KPIs should be looked at to measure success or failure depends on the company, the...

Proofreading

Proofreading Proofreading refers to checking texts for errors with the aim of obtaining error-free texts. In contrast to editing, proofreading only improves errors, for example in spelling, grammar and punctuation. Changes in content are not made. No author is immune...

Knowledge Graph

Knowledge Graph The term "Knowledge Graph" generally refers to a system for searching for and linking information. As a rule, however, the term "Knowledge Graph" refers to Google's implementation of such a system. The Internet giant has chosen a name for it that is as...

Keyword Density

Keyword Density Keyword density is the ratio of keywords to the total number of words within a text. It used to be considered an important ranking factor in search engine optimization (SEO) by many SEO experts, but today it is considered more of a low effect factor...

Keyword

Keyword Keyword is a term used in search engine marketing. Keywords are the search terms that Internet users enter in the input field of search engines such as Google. The placement of suitable keywords in the right places plays a decisive role in the ranking of a...

Influencer Marketing

Influencer Marketing Influencers are opinion leaders and multipliers on the social web. They are influential people on the web, such as bloggers. Accordingly, influencer marketing is a marketing method that involves these influencers. In order to disseminate their...

Inbound-Marketing

Inbound Marketing Inbound marketing refers to marketing activities in the online sector on the basis of which customers find a company. The provision of high-quality content on the part of the company is the main focus here. Inbound marketing is the opposite of...

HTTP-Status Code

HTTP status code An HTTP status code is the response of a server to a request by a client. There are three-digit codes for this response, which provide information about the success or failure of a request. Negative effects of error messages can be prevented by...

HTML

HTML HTML is the abbreviation for Hypertext Markup Language. This standard markup language for the Internet describes the structure of a website. Every browser "reads" HTML and outputs these instructions on the screen or display - in the form of pages with fonts,...

Hreflang

Hreflang Hreflang is an HTML attribute that is included in the HTML code. It tells search engines which language or region a page or file is targeted at. In this way, it helps to provide users with the appropriate content - tailored to the respective language or...

Hashtag

Hashtag The term hashtag is made up of the two words hash and tag. A hashtag stands for a double cross in social media channels such as Twitter, which users place in front of a specific term or string of characters. Hashtags, for example in tweets, are used to gather...

Follower

Follower In social networks such as Twitter, Facebook or Instagram, a follower is a subscriber to an account. The term was coined by Twitter, but it has since become accepted as a general term for fans or followers. The follower was originally an invention of the...

Featured Snippets

Featured Snippets A Featured Snippet answers a question directly after it is entered into the Google search box. The content of the answer is usually taken directly from a website. It is clear that this highlighted position is very attractive. That is why Featured...

Facebook Advertising

Facebook Advertising The term "Facebook Advertising" refers to marketing measures that are used on the large social media portal. In principle, all methods and variants of marketing that are also used elsewhere online come into question. However, there are some...

Eyetracking

Eye Tracking Eye tracking refers to methods used to register eye movements of test persons. Eye tracking is used to research the user experience (UX). It provides information about the processing of visual information and the usability of a website or user software....

Evergreen Content

Evergreen Content Evergreen content is content that remains relevant to a topic over a very long period of time. It is always useful - both for the reader and for the operator of the page. The latter benefits from the fact that evergreen content repeatedly attracts...

Employer Branding

Employer Branding Employer branding is a marketing measure that aims to make your company attractive to applicants and to present you as an attractive employer overall, in order to strengthen the recruitment of new personnel in the long term and to improve the quality...

E-Mail-Marketing

E-mail Marketing Email marketing is one of the tools of outbound marketing and refers to the sending of emails for advertising purposes. This method has proven to be very effective, especially in the B2B sector, and can also be implemented by small companies without...

E-Book

E-Book An e-book (also EBook, Ebook or eBook) is a digitally created book that users can read using PCs, notebooks, tablets, smartphones and, most importantly, e-book readers. E-books are digital publications in text and images, usually distributed over the Internet...

Dynamic Content

Dynamic Content Dynamic content describes content on websites that automatically adapts to various predefined conditions, such as certain user signals. The content is thereby dynamically played out by the website or CMS so that different users see different content....

Duplicate Content Checker

Duplicate Content Checker Simply copying from someone else's work is not acceptable. Whether it's a student doing a class assignment or a politician writing a dissertation, it's socially unacceptable to use plagiarism to adorn oneself with someone else's feathers....

Duplicate Content

Duplicate Content Duplicate content (also abbreviated as DC) refers to web content that can be accessed in identical form under different URLs on the Internet. Duplicate content, also known as "duplicated content," is content from different websites that is very...

Domain

Domain A domain is the name of an address on the Internet that is internationally unique. It consists of a top, second and third level domain and is part of a URL. Domains are used for simplification. For example, an IP address such as 123.456.789.012 is more...

Dofollow & Nofollow

Dofollow & Nofollow By default, every link is considered a recommendation by Google - unless the link is set to Nofollow. This measure prevents website operators from influencing the link popularity of a third-party website. Nofollow links can also be used to...

Data-Driven Marketing

Data-Driven Marketing: brief explanation Data-driven marketing is about collecting, analyzing and interpreting data in order to use it strategically for marketing. Data is used to better understand user behavior. Based on these insights, marketing decisions can be...

Customer Relationship Management

Customer Relationship Management The term Customer Relationship Management, or CRM for short, refers to systems and processes within companies that aim to standardize and improve customer service with the help of customer data in order to achieve greater customer...

Customer Journey Map

Customer Journey Map A customer journey map is a visual representation of the experiences that customers have during their interaction with a brand or on the way to a product purchase. It shows the individual steps and the touchpoints between the company and the...

Crowdsourcing

Crowdsourcing Crowdsourcing is a combination of the terms "outsourcing" and "crowd". What is meant is that certain tasks and work processes are outsourced to the mass of Internet users, the crowd. Crowdsourcing can be used in a variety of areas. The term crowdsourcing...

Cost per Click (CPC)

Cost Per Click The term cost per click (also cost-per-click or CPC for short) describes a method of billing advertising costs in online marketing. The CPC model is used to determine how much an advertiser has to pay if his advertising costs are billed according to the...

Corporate Identity

Corporate Identity The term corporate identity (CI for short) describes the identity of a company. It stands for a uniform corporate image both internally and externally. The aim of a corporate identity strategy is to create an independent and unmistakable corporate...

Corporate Blog

Corporate Blog A corporate blog is a blog maintained by a company or one or more of its employees. The basic mode of operation is no different from "normal" blogs: The person in charge creates content and publishes it. Users usually have the opportunity to rate and...

Cornerstone Content

Cornerstone Content Cornerstone content is the most important content for a specific topic on a website - the cornerstone for content. Cornerstones set the basis for keyword-oriented onpage optimization and are therefore also important for online marketing and SEO....

Copywriting

Copywriting Copywriting is the marketing term for writing advertising copy. In advertising language, copy stands for the text. Copywriters are therefore the advertising copywriters who write slogans, taglines and other advertising messages. They provide the content...

Cookies

Cookies Cookies are short texts that are exchanged between the server and the browser. Websites thus store relevant information in the Internet browser of the person doing the research, which can then be retrieved at a later time. Instead of delicious cookies, in the...

Conversion Rate

Conversion Rate The conversion rate describes the percentage frequency with which visitors to a website perform a specified action. Common conversion goals in online marketing or e-commerce are, for example, the purchase of products from an online store, the provision...

Conversion Funnel

Conversion Funnel The term "conversion funnel" comes from online marketing and describes the steps that a user goes through from the first contact with a website to a conclusion. This is referred to as a "funnel", as more and more potential customers are usually lost...

Content-Marketing-Strategie

Content Marketing Strategy What exactly is a content marketing strategy? And do I really need one? Quality content! When you create content for your website, you are certainly pursuing certain goals: For example, you want to arouse emotions in readers and convince...

Content-Manager

Content Manager The term content manager refers to a fairly new job description. Content managers are responsible for the content on a website. The tasks of a content manager include the strategic planning and creation of digital content as well as the input of...

Content Siloing

Content Siloing Content siloing is a search engine optimization (SEO) technique. It involves optimizing the structure of a website in order to positively influence its ranking with search engines such as Google. This is to be achieved by clearly structuring the...

Content Republishing

Content Republishing Content Republishing is the republishing of already existing content. For example, articles or contributions on a topic are put online again in a blog - updated or slightly changed, but sometimes also in a completely new format. Content...

Content Nudging

Content Nudging With intelligent content marketing, companies reach their customers on their customer journey on the Internet. At appropriate touchpoints, they provide information about their products and related topics. They offer answers and solutions to the...

Content Marketing

Content Marketing Content marketing is a marketing technique in which companies publish content that is intended to offer added value to the target group. Among other things, content marketing aims to improve the public's perception of the company and build customer...

Content Management System

Content Management System A content management system (CMS for short) is software that is used to create and manage content - in text, image, video or other form. CMS are mainly used for operating websites, but also for "offline platforms" (in intranet networks). Open...

Content is King

Content is King "Content is king" is a frequently cited quote from the fields of online marketing, search engine marketing and content marketing. Behind it is the belief that content, especially text, is crucial to the success of a website on the Internet. The quote...

Content for Voice Search

Content for Voice Search The term "voice search" stands for search queries using spoken language, such as those possible with Apple's Siri. These queries pose new challenges for content providers, because both the processing and the response here are different from...

Content Curation

Content Curation Content curation describes a marketing measure that is particularly widespread in the social media sector. Content from other sources that is thematically relevant is disseminated on the company's own website, blog, or social media channels. As part...

Content Advertising

Content Advertising The term "content advertising" originates from online marketing and describes a method of distributing content with the help of active advertising measures. Due to the terminology and methods used, content advertising is often equated with content...

Clickbaiting

Clickbaiting The term clickbaiting, sometimes also referred to as "clickbait" in German, describes a technique of advertising content on the Internet with headlines or images that usually arouse exaggerated expectations in the user. In general, this practice is viewed...

Click-Through-Rate

Click-Through Rate The click-through rate, often abbreviated to CTR or referred to as "click rate" in the German variant, describes the ratio of impressions and clicks, i.e. the relationship between the number of page impressions and the number of clicks on a...

Churn Rate

Churn Rate It describes the proportion of customers who no longer use a product or cancel a contract during the period under review. This could be, for example, an app that is no longer used after an initial hype. The opposite of the churn rate is the retention rate,...

Chatbot

Chatbot A chatbot is a dialog system - a program that enables text- or voice-driven communication between humans and machines. Chatbots are the basis of virtual assistants such as Alexa, Google Assistant or Cortana. Dialog-based supports on websites also use speech...

Case Study

Case Study A case study is a description of a typical case from practice (usually that of a company). On the basis of the examination of the representative example, generally applicable rules can be derived. Case studies are used in various fields and industries....

Call-to-Action

Call-to-Action A call-to-action, also abbreviated to CTA, is a request for action. It can therefore be used for many different purposes, but is particularly important in marketing. Here, the call-to-action is used to directly persuade the customer to make a purchase...

Branded Content

Branded Content Branded content is a form of marketing that attempts to build a bond with the target audience in a rather subtle way. As the name suggests, content plays a major role in branded content. For example, a company could upload a film or video to the...

Brand Awareness

Brand Awareness Brand awareness is a term from market research that describes the awareness of a brand. The percentage value indicates which part of the people surveyed recognized a brand. For more in-depth studies, brand awareness, for which the term "Brand...

Bounce Rate

Bounce Rate The bounce rate is a value that describes how many users enter a website and leave this domain without performing any further (specified) action. Bounce rate, also known as bounce rate, is used to describe the number of users who enter a website and leave...

Blog-Marketing

Blog Marketing Blog marketing is considered the success factor par excellence for online marketing. Thus, the term refers to the monetization of a blog - for example, through SEO and the placement of advertising. Since informative, advisory and entertaining blog...

Black Hat SEO

Black Hat SEO The term "Black Hat SEO" describes methods of search engine optimization that do not comply with the guidelines for webmasters that Google has established. It goes back to old western movies, where the color of the hat was often used to characterize the...

Behavioral Targeting

Behavioral Targeting Behavioral targeting is a method in online marketing that works with behavior-based targeting. The advertising displayed to the user on the Internet is selected on the basis of an online chronology. This is because the pages visited allow...

Accessible website

Accessible Website An accessible website is designed technically and in terms of content so that it can be used despite physical disabilities such as impaired vision or blindness. It can be displayed and easily navigated on all Internet-enabled devices in any browser....

Bad Neighbourhood

Bad Neighbourhood Bad Neighbourhood is a term from search engine optimization. The proximity of a website to bad neighborhoods is mainly conveyed by outbound and inbound links (backlinks). A bad neighborhood is considered a potentially negative factor for the ranking...

Backlinks

Backlinks The term "backlink", also known as a return link, refers to a link that leads from one website to another. In contrast to a "normal" link, however, a backlink is an inbound link - the user is thus redirected from another page to your own website. Such...

B2C-Marketing

B2C Marketing B2C marketing stands for business-to-consumer marketing and refers to measures designed to win over private consumers for a specific product, service or brand. In terms of content, the term is to be distinguished from B2B marketing, i.e....

B2B-Marketing

B2B Marketing B2B marketing stands for business-to-business marketing and describes all marketing measures aimed at companies as customers. The term is used in distinction to B2C marketing, business-to-consumer marketing, which targets end customers. Although the same...

Types of search queries: transactional, navigational, informational

Types of search queries: transactional, navigational, informational Internet users use search engines with different search intentions. Depending on what a searcher intends to do, he or she formulates his or her search query in a different way and therefore also...

Anchor-Text

Anchor text The anchor text is part of a hyperlink. It is the part of a link that is visible on the website. The choice of anchor text is important for the overall concept of a website and has an impact on the ranking on Google. The anchor text is what the user clicks...

Affiliate Marketing

  Affiliate Marketing In affiliate marketing, affiliates advertise the products and services of other companies on their websites and receive a commission for doing so. Affiliate marketing is a tool that can be used for performance marketing, i.e. data-driven...

AdWords ad Texts

AdWords ad Texts AdWords is Google's advertising network where advertisers can place paid ads. These ads are displayed for the corresponding search queries on Google's search results pages and on websites with matching content. The ad texts used in the ads follow a...

Advertorial

Advertorial The term advertorial is a portmanteau of the words "advertisement" and "editorial". It is therefore a mixture of advertising and an editorial article. The great advantage of this marketing measure is that the reader usually does not immediately recognize...

Above the Fold

Above the fold In web design as well as online marketing, the term above the fold describes the area of a website that is displayed to the visitor at first glance, i.e., it does not become visible only by scrolling. Detailed explanation: Websites can be divided into...

What is off-page SEO?

The definition of off-page SEO is that it refers to those things you do outside of your own web pages to enhance their rankings in the search engines. So basically let’s say you built up your site and your searching for other sites or your customers are searching for...

What is On-Page SEO?

On-Page SEO refers to things you do on your own site to enhance its ranking in the search engines. Here are steps and in detail later of On-Page SEO: Creating content around specific keywords. Formatting/designing your site so that the most important keywords are...

SEO For Commercial Real Estate

Pауіng аn еxреnѕіvе bundle fоr аn аdvеrtіѕеmеnt іn thе newspaper, оnlу tо hаvе іt recycled thе next day juѕt doesn’t mаkе sense tо me. Whу wоuld уоu wаnt tо ѕреnd ѕо muсh mоnеу оn a fоrm of аdvеrtіѕіng thаt’ѕ so short lived? Nоt tо mеntіоn the ѕрасе constraint аnd...

Local Search Ranking Factors

Introduction To introduce you to this Local Search Ranking Factors Guide I am going to start you off with definitions of words and as you go on you will learn the top 5 factors that have a positive effect on Results and other things like that. So I hope you enjoy this...

SEO Optimization for Bing: Is It Worth the Effort?

The search engine Bing is the number 2 search engine after Google in the western world - the market share for desktop search queries is 13.5% in the USA and 9.5% in Germany. In the online marketing mix, Bing should therefore not be neglected, because Bing users are...

Holistic SEO takes the user experience into account

Holistic SEO aims to optimize websites beyond the multitude of ranking factors and to holistically improve the online presence of companies. An essential part of this extensive consideration is dedicated to the topic of user experience. Because: Classic SEO (keywords,...

Ranking Factors 2021

Google Core Update December 2020 Of course, we didn't miss the latest Google Core update, which Google confirmed a few days ago. As always, many domains have won, others have lost. As already often described here in the blog, it is usually a data refresh of ranking...

The Ultimate 20 Point WordPress SEO Checklist

  Do you want to use WordPress for your website? A good choice, because with WordPress you can do a lot personally - even without a developer. So that you can do everything right when it comes to search engine optimization, I have put together this SEO checklist...

Better Rankings by Deleting Content

Away with the old texts! Better rankings by deleting content You want to know an SEO trick that works quickly, brings a lot and that hardly anyone practices? Here you go: delete your poor quality content! How this works and what I mean by it, you will find out in my...

What is the Bounce Rate?

What is the bounce rate? The bounce rate is a term used in web analytics. It is given as a percentage and shows how many visitors leave a website after a short time. According to Google Analytics, this is the case when only one subpage is visited and thus only one...