SEO and SEM are important parts of a successful campaign in online marketing. SEO stands for search engine optimisation and includes all measures which help in search engine optimisation. For instance, meta-tags on a homepage are a SEO measure which can ensure better placement in search results. In contrast, SEM stands for search engine marketing: targeted advertising in search engines, e.g. via keyword advertising. Both SEO and SEM help make websites more visible in search engines like Google. In this context, we report on changes to Google’s algorithms and give tips for a SEO optimised homepage.

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    Visual recognition – Our world from AI’s point of view

    Posted on 18. July 2018 by .
    Bilder an der Wand

    Source: pexels

    We develop our vision in the womb. However, after we see daylight, we can only partially perceive our environment. Recognising shades of colour, focussing on objects, and depth perception are a big challenge for small people, as babies are physiologically premature at birth compared to all other mammals. But after about eight months we’ve done it: Our eyesight now resembles that of an adult. In the labs of the future, the development of the vision of an AI has been going on for quite some time. Current systems are already achieving remarkable results.


    Voice search: Hype or reality? [5 reading tips]

    Posted on 25. June 2018 by .
    kommunikation, sprechen, stimme, suche, dose, mund


    Right now searching by voice is a trendy topic. Studies and surveys are flooding the media with tons of data about the expansion of voice search’s market acceptance. This data predicts a future in which the voice will be the main interface (opposite the screen) for each activity. There is talk of an SEO revolution that has triggered hysteria among SEO managers (but don’t panic)!


    Why should you implement visual content marketing? [5 Reading Tips]

    Posted on 19. March 2018 by .
    Photo by Alex Iby on Unsplash

    Photo by Alex Iby on Unsplash

    The here and now: We’re all busy and always seem to be running short on time. Consumers are looking for any kind of information with their cell phones, and they’re looking for an answer in the blink of an eye. Chop-chop! Google quickly recognised this need and has been refining their mobile image search for several months.

    Since last week, users looking for pictures are better able to see if the landing page can provide more relevant content related to their query. For this, Google offers image caption filters apart from the image badges, à la Pinterest. The goal is to guide the user to their desired search result even faster than before so that both the optimisation of the metadata and Google image search as a traffic source gain in importance.

    In the same way, the demands on visual content in both B2C and B2B are increasing. The challenge is to create high-quality, usable content, and strong visual means so that readers can quickly absorb the information and (in B2B) pass on relevant insights to the purchasing department.

    How exactly can merchants and manufacturers use visual content to generate more qualified leads and support the buying process?


    SEO: What are the real opportunities of Penguin 4.0 for webmasters?

    Posted on 29. September 2016 by .

    Source: picjumbo

    Source: picjumbo

    Certainly, Google has started the new season on fire. In the last days, the Mountain View company has been hitting the headlines again with fresh news in interconnected areas that might give us a glimpse of our digital future. One of this big news was the announcement of the long-awaited update of the Penguin algorithm that, for sure, has filled SEOs with more than joy. But why is the Penguin update so important?

    What are the challenges, priorities, and trends in marketing and sales? [5 Reading Tips]

    Posted on 19. September 2016 by .

    Source: milsabord29 - Fotolia

    Source: milsabord29 – Fotolia

    B2B and B2C marketers struggle to reach an audience increasingly more slippery but paradoxically more connected. In this context, mobile is driving interactions between organisations and their audiences and technology is having a critical role in enhancing the digital customer experience and, ultimately, in increasing conversions and sales.
    As a result, inbound marketing is not only gaining prominence among marketers but also is making marketing strategies more effective, as inbound organisations are 4 times as likely to rate their marketing strategy highly.
    Precisely, this is one of the main conclusions of the eight annual study “State of Inbound 2016” conducted by HubSpot, which aims to give a comprehensive overview of the main trends, strategies and challenges marketers and sales representatives face today as well as to provide relevant data to figure out how the marketing and sales’ future will look like in an increasing mobile, technological and digital world. This report reflects the opinions of more than 4500 respondents (namely marketers and sales representatives) from 132 countries.

    SEO: typing or speaking? That’s the question! [5 Reading Tips]

    Posted on 4. April 2016 by .
    Child with laptop

    © Sergey – Fotolia

    Consumers are regularly turning to their mobile devices to search. Basically, typing keywords in a browser and instantaneously getting a list of results doesn’t differ from the desktop experience. The various search results match pretty well with their questions and let them find, in the majority of cases, the perfect answer. However, the emergence of virtual personal assistants and voice recognition technology like Siri, Google Now, Cortana or Alexa might change the way consumers interact with their devices leading to re-think SEO requirements.


    Ryan Stewart: Dear SEOs, get another job!

    Posted on 9. October 2015 by .

    seo-dead Graphic: India7 Network

    Is SEO dead? Yes and no. In principle SEO will exist in varying forms as long as there’s Google search. However, nowadays there is so little left of its former variety that it’s pretty fair to speak of a whole new discipline.

    Ryan Stewart from Webris even goes a step further and advises SEO experts to give up their field. He has already done so and approaches the area of online marketing in a more holistic way now. He explains the new rule of the game:

    IMHO: The Sad Demise of The Content Marketing Hype

    Posted on 24. August 2015 by .

    Graphic: Sean MacEntee

    I never get tired of ignoring the latest content marketing tricks. Basics like subheadings, paragraphs, or…wait for it – the use of pictures (!) get celebrated as though they were a new invention which will get readers all excited. People hardly dare to blog on the topic anymore because there are just too many pseudo-tips.

    Very few articles on the topic actually have something new of offer. Mostly they just say what anyone who went to school should already know. At the moment, content marketing is rarely more than a basic writing course. Now that the trend is slowly subsiding, there are a lot of unaddressed questions.

    This is how you improve your adwords campaign

    Posted on 27. March 2015 by .

    Graphic: GotCredit

    Search Engine Advertisement isn’t rocket science, but is can get complicated enough. Efficient use of the available advertising budget should have highest priority. But there has to be a clear structure right from the start for this, e.g when it comes to multi-client centre accounts.

    You have to identify the relevant leaver and make the right controlling decisions. This happens on the basis of enough data, which should be the foundation of every well-planned AdWords campaign. Multi-client centres (MCCs) can be helpful here for instance, as they also help you get a good overview. But what else does a successful AdWords campaign have?

    5 tips for the perfect adwords advertisement

    Posted on 20. March 2015 by .

    Creating and managing advertisements is one of the main tasks of every SEA manager. A good, creatively designed ad text raises the click rate and brings more visitors to a page or shop. Optimising advertisements is not just important purely from a traffic perspective. The quality factor is also influenced by a high click-through rate, which has a positive influence on the ad ranking and cost per click.

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