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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    Social commerce: Imitation is the sincerest form of flattery

    Posted on 4. October 2018 by .
    drei Mädels mit Smartphone

    Source: Unsplash

    The past few months have brought new developments from Facebook and others. Younger platforms and other large companies have been trying to gain their share of the marketplace as well. Even though these products from these companies are new, they take into account what went well for others, and what’s flopped.


    SEO in the Mobile Era: 7 Tips for Google’s Mobile First Index [Updated white paper]

    Posted on 7. September 2018 by .

    “Not without my smartphone” – This is how daily life in the age of mobile Internet is. We want to be online any time, anywhere. Over half of Germans now surf the web on the go – 30 per cent even daily. Mobile Internet consumption should continue to increase over the next few years. Users aren’t the only ones putting pressure on companies to optimise for mobile – Google is too.

    Other mobile devices, like smartwatches and voice assistants, have changed user behaviour. Voice search, in particular, has been one of the biggest changes. By 2020, 50% of all Google searches should be based on voice input. It’s faster to say something than type with a keyboard, and users will still be able to find the information, the inspiration, or the products they want.


    20 years of Google: Happy Birthday! Let’s look deep into our crystal ball.

    Posted on 4. September 2018 by .
    Glaskugel fernblick

    Source: pexels

    Google, we’re not getting any younger! Two decades have passed since the founding of the Internet giant. In our series »20 Years of Google«, we have looked at the history of the company in recent weeks. The »G« of »GAFA«, like others, started in the garage and in two decades changed the face of the Internet.

    And end to their longstanding success probably won’t happen anytime soon, as Google, despite setbacks, manages to succeed overall.


    20 years of Google: The pocket-sized revolution

    Posted on 3. September 2018 by .
    Quelle: pixabay

    Quelle: pixabay

    Six or seven years ago, it was above all the older generations who were astonished by people staring at small electronic devices in subways, streets, and cafés. What are they doing? And why aren’t they reading newspapers or books? Just moving their thumbs over a screen almost to a rhythm.

    The smartphone is probably one of the most important inventions of the 21st century for consumers… and unsurprisingly, Google is one of the drivers of this pocket-sized revolution. So, in the fifth article in the 20 years of Google series, we’ll explore the question of how a search engine company could develop software called Android, which millions of people use every day.


    20 years of Google: Discovery of the world

    Posted on 28. August 2018 by .

    1492: A troop of sailors under Christopher Columbus reaches an island in the Bahamas and unknowingly discover a new continent. Unintentionally, because they really wanted to find a sea route to India – they had simply lost their way. An error that eventually leads to the colonisation of America and introduces an epochal change.

    But also a mistake that is difficult to repeat today. Because »digital maps« have become powerful tools. The third article in the series »20 Years of Google« therefore raises the question of how we move through the world at the beginning of the 21st century thanks to Google Maps.


    20 years of Google: SEO forever and ever?

    Posted on 24. August 2018 by .
    retro fernglas rot aufs meer

    Source: pixabay

    At the beginning of the 2000s, tens of billions of websites were already indexed by the Google search engine. What sounds good to curious users at first glance was like finding a needle in a haystack when looking for a particular site. Larry Page and Sergey Brin were therefore not the first search engine operators who came up with the idea that they’d have to »rate« websites according to their content. With innumerable evaluation factors – some secret, some public – Google managed to take on an undisputed pioneering role.

    This article in the “20 Years of Google” series is therefore concerned with the way we find the right website today, the consequences of writing on websites, and the SEO optimisation of today will still exist in the future.

    20 years of Google: Out of a garage

    Posted on 23. August 2018 by .

    It’s been almost 20 years since one of the largest and most successful companies in the world was founded: Google. Although the domain “” was already registered in 1997, it was only on 4 September 1998 that the company “Google” was officially founded. Reason enough to take a closer look at Google’s past, present, and future: What makes the company so successful? What consequences do Google’s products have on the economy, society, and politics? And where is the journey of Alphabet Inc., founded in 2015, going in a world dependent on data?

    Until 4 September, Handelskraft will be publishing articles on exactly these topics. The beginning is a look into the past: At a time when the Internet was still some sort of wild west, and no one could’ve predicted “GAFA”, Larry Page and Sergey Brin founded a company that was essential to satisfy an ancient human need: Access to any information as uncomplicated as possible.


    Money isn’t growing on trees, but it’s showing up in your old wardrobe

    Posted on 22. August 2018 by .
    Kleider angeordnet

    Source: pexels

    If you believe a survey by Greenpeace, you’ll believe over one billion unused garments are stored in German closets. Not just moths, even savvy economists recognise a certain potential here. Environmentally conscious people are fighting against the wasteful use of our outer layers anyway. The key phrase: second hand!


    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)!


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