8 myths from B2B online marketing

They inspire the imagination of every narrator and send a shiver down the spine of good-faith people: myths and superstitions.

But not only everyday human life is peppered with strange stories.

In B2B online marketing, in particular, there are still beliefs that are long outdated and make your marketing strategy look old.

In this article, we debunk the eight biggest myths of B2B online marketing and show you how you can translate the stubborn fairy tales into promising concepts for your digital marketing.

Myth 1: Social media marketing plays no role in B2B online marketing

Facebook, Instagram, and Co. are only used by private individuals and do not influence the success of my B2B online marketing!

Could this sentence come from you? Then you are one of many who believe the number one fairy tale in B2B online marketing.

The days when social media were considered a pure B2C (business-to-customer) domain are long gone. Around 55 percent of B2B customers put, namely, the social channels when it comes to information about the product or service of desire to collect.

Social media also extends far beyond the “pioneer” Facebook: LinkedIn and Xing, for example, offer you excellent opportunities to target your buyer personas and use marketing measures wherever they are popular. With the integration of social media into yours You can do B2B online marketing:

Do targeted marketing – because social media has numerous tools available to analyze your customers’ buying behavior.

☑️ Save money – because placing ads on platforms such as Facebook or LinkedIn also protects the wallet of smaller B2B companies.

☑️ Establish a relationship with your customers – because your company gets a “face” on social media and interested parties can enter into direct dialogue with you.

Create the perfect digital business card for your company – because if you work professionally and your customers are satisfied, nowhere else can they make this known as quickly and effectively as on social media.

So clear up the myth and engage in intelligent social media marketing by focusing on the channels that interest your business customers.

Myth 2: I have to convince the managing director with my advertising messages

CEO on board, a product sold? Not at all.

Different rules apply in business-to-business than in the end customer business. The decision-making process takes much longer and does not depend on the preferences of a single person – for example, the managing director. On the contrary: a whopping 81 percent of B2B decision-makers are not at the management level (C level).

The golden rule to put an end to this second B2B online marketing myth is: identify key purchasing motives and get to know the goalsneeds, and priorities of the individual decision-makers.

You can use your contact person to find out exactly who is involved in the sales decision and which criteria are decisive. Ask questions about the process after a purchase decision: Which departments will be required? What benefits do they expect from working with you?

A well-founded analysis gives you a clear picture of internal processes and other “indirect” decision-makers, whose needs you should also consider if you want to sell your product or service successfully. People like to speak of convincing a buyer center here.

Myth 3: Only the “young” people are online – and they have no B2B focus

Is the Internet only for the younger generation? You should send this belief into the desert as soon as possible – because times have changed.

The “Generation Y” (* 1980-1995) is clearly on the rise in B2B: around 45 percent of B2B decision-makers are between 18 and 35 years old. These so-called “millennials” like to use the unlimited possibilities of the Internet to find out about providers and solutions for their needs. Facebook, Google & Co have primarily replaced long-established marketing instruments such as product presentations, exhibition stands, or brochures.

Source Google presentation “B2B Growth with Google Solutions” by Carsten Richter

Highest railroad, so to tick off the third myth and tailor your content marketing to the needs of the new B2B buyers.

Pay attention to the following points that make today’s B2B buyers easier to choose your product:

☑️ Fast, authentic communication – keep track of all channels that are of interest to your business customers.

☑️ Trusted content in the right format – actively uses online platforms by providing relevant content for your target audience, preferably in the form of videos or case studies.

☑️ Availability on mobile devices – B2B buyers can make 60 percent final decisions, and in many cases, they do so on their smartphone. So make sure that your online content is perfectly optimized for use on your smartphone or tablet.

Myth 4: Nobody reads the texts on my website anyway

This fourth myth stubbornly persuades and entices numerous entrepreneurs to neglect their website massively.

A fatal mistake – around 66 percent of B2B buyers want websites that deal directly with the specific needs of their industry.

In the best case, general texts in which keywords are meaninglessly strung together make the search engine happy – but not your customers of tomorrow.

Establish yourself as an expert and create trust by writing case studies from the respective subject area of ​​your prospects. Provide industry solutions that show how your product or service can meet the needs of your future customers.

Most important factors for a purchase decision in B2B (source)

Of course, you also need to know exactly who your dream customers are, what motivates them, and what benefits they hope for from your offer.

A so-called buyer persona gives you in-depth insights into the emotional world and, ultimately, into the decision-making process of your customers. In contrast to the target group definition, in which the desired customers are grouped facelessly according to general criteria, a buyer persona represents a fictitious person. This represents your typical customer. In addition to socio-demographic information, a buyer persona also includes emotional factors such as challenges, goals, desires, or fears.

So take enough time to create your buyer personas – for example, based on information about existing customers or using surveys by your sales team. The creation of targeted content with added value is guaranteed to be easier for you.

Myth 5: I reach my customers through the cold acquisition

No! Unsuccessful contact attempts, underground recall rate – cold calling is also a thing of the past in the B2B area. It is expensive, time-consuming, and not very promising.

But why?

In the digital age, far more than half of the B2B buyers prefer to do their research online rather than speak to a sales representative. Before you make a purchase decision, get information about the desired product or service. B2B buyers mostly trust their research on the Internet – rather than the statements of sellers.

So how do you design successful digital sales without a cold acquisition?

  1. Generate audience – establish yourself as an expert in your subject area, for example, through guest contributions or appearances as a speaker.
  2. Collect customer data – which the customer bought products? What Internet research does the customer do about the desired outcome? What webinars or other content did the customer watch?
  3. Use networks – take an active part in the action and get in touch with potential customers in a personal way. Satisfied business partners will recommend you and continuously expand your network.
  4. Capitalize on customer-friendliness – quick answers to customer inquiries and efficient processing of requests work wonders.

Myth 6: Search engine marketing in B2B makes no sense

Is SEO out of date today because Google will change the algorithm again tomorrow? Not quite.

Due to its dynamic nature, SEO acts as a real catalyst for optimizations in the area of ​​B2B online marketing – because if you keep your website up-to-date, you are far ahead in terms of reach and awareness.

More than 70 percent of business purchase research begins with an organic search. The results on Google & Co. are viewed by business people as trustworthy and even preferred to paid advertisements.

So you can safely forget the fairy tale about SEO as a dusty technology – because search engine optimization is and remains one of the supreme disciplines in B2B online marketing!

Myth 7: I can be successful without online marketing

Many entrepreneurs are still turning their backs on online marketing.

“I have a website – online marketing is enough.”

In B2B, however, an average of 11 interfaces (or touchpoints ) are required before a customer makes his final purchase decision. These contact points are in the offline and online world alike. In the best case, they play optimally together and reliably accompany the customer on his way to purchase ( customer journey ).

Source Google presentation “B2B Growth with Google Solutions” by Carsten Richter

With a so-called omnichannel marketing strategy, you create the touchpoints above for your customers and thus offer them a seamless shopping experience.

To illustrate this, here is a small example of an omnichannel campaign: the entrepreneur gains the attention of his customers through poster advertising. By scanning a QR code, interested parties can access the company website and can receive vouchers for the company’s webshop.

The smooth flow of information between the individual channels, personalization, and a high degree of flexibility form the essential cornerstones of a successful omnichannel marketing strategy.

Myth 8: Influencer marketing is only for B2C

The use of influencers (English for influencers ) has become an integral part of business-to-customer marketing. Popular YouTubers, Instagramers & Co. publish appealing articles about the sponsored products and increase the reach of the advertising company many times over.

Contrary to the general opinion, influencer marketing is not only suitable for addressing private individuals. Even in the B2B environment, this form of advertising offers an excellent opportunity to present your own company in a contemporary manner.

To make your influencer marketing successful, you should ask yourself the following questions in advance: Which influencer type is best suited for my company? What do I expect from an influencer? What can I offer the influencer with my company?

Influencer types and their properties

☑️ Managing director = expertise, charisma

☑️ Employee = “face” of the company, credibility, personality

☑️ Brand ambassador = long range

☑️ Reference customers = authenticity, advice

Myth conclusion

The B2B world is also not immune to myths and false assumptions. Who but these fabulous stories takes advantage, and their online marketing certainly spices up with it, gain a clear advantage over competitors superstitious gives.

In this sense: have fun with the fairy tale lesson!

What does SEO cost?

SEO or Search Engine Optimization is an essential requirement for online marketing today. Almost every company, be it a producer or a service provider, has its website today. These should not only be found by the search engines but also placed as high as possible in the ranking. Search engine optimization, which consists of on-page and off-page optimization, is an essential component in all areas of internet marketing. You will certainly ask yourself the question: What does SEO cost?

What does search engine optimization cost?

The costs for professional search engine optimization depend primarily on the individual goals. Your SEO measure depends on the approved budget. If the amount invested per month is very high, you can put a lot more pressure here, and you can move forward faster. The competition must also not be neglected, because it is known that it does not sleep. Plump that means: “The bigger the competition, the higher the SEO costs!” If the competition is already too high, the customer comes to a crossroads here. He faces the question, do I want to stand out from the game, or do I leave the current ranking as it is with a lower budget. If the budget in the area of ​​SEO should not be further tightened, Google Ads campaigns can also be run,

If search engine optimization is carried out with the help of an SEO agency, the costs also depend on the agency itself. The larger the agency and the more experience the agency has, the higher the SEO costs. The factors on which the expenses depend can be divided into the following points.

  • the current situation of the company
  • the competitive situation
  • the size of the company
  • the scope of the websites
  • the respective SEO agency

The current situation

The current location describes the company’s existing digital standard. Are the sites new or have they been around for a long time? Does the website already have a high level of awareness (high visibility)? Is the content in demand? These conditions characterize the starting point for future SEO solutions. Experience has shown that new websites that still have no visibility have to invest more in professional search engine optimization than on sites with high domain awareness. The same is the case with content.

The company size

Many think that company size determines how expensive an SEO measure is. In the best case, the SEO agency receives a monthly budget, from which a suitable strategy is then developed and implemented. Of course, large companies and corporations can release a larger budget per month than SMEs. In the case of SMEs, the measure may take a little longer to take effect due to the low budget.

The scope of the websites

In the beginning, it is essential to know the exact extent of the existing page. This makes it possible to create an accurate cost calculation without starting the project later with an incorrect estimate. It must be checked precisely what can be adopted from the previous structure. In most cases, these are category texts, product texts, or the like. Therefore, it is particularly recommended to optimize the landing pages, i.e., the pages that a user first encounters when entering a search query. An extensive audit of the page usually quantifies the scope of the website.

The SEO agency

As already mentioned, the costs for search engine optimization depend not only on the on-page optimization but also on the size and experience of the respective SEO agency. Nevertheless, SEO is a process that runs dynamically. So you won’t get a reasonable SEO with a one-time payment. This means: Initially, there will be higher costs for on-page optimization due to the creation of a so-called SEO audit. SEO is a long-term channel that initially costs a little more, but in the long run, it turns out to be the cheapest channel (calculated on the KPI traffic or revenue per visitor).

Of course, these costs add up within a year and, depending on the scope of the work and the pricing model of the respective agency, prices in the four to five-digit range per month can arise.

Are there good and cheap SEO?

What is right and what is cheap. SEO is a process that should be assigned sufficient attention and a corresponding budget. If I only want to spend € 99 a month, this cannot be successful, because the agency works on my project depending on the hourly rate, maybe not even an hour. Here the money is better invested in a tool. Anyone who offers SEO for 99 € a month simply cannot be severe and has only the quick cash in mind, instead of the success of the project.

What are the goals of SEO?

Search engine optimization has become an essential factor in modern marketing. In addition to SEA, email marketing, and social media marketing, it is one of the most critical components of online marketing. There are three main objectives:

  1. Increase visibility
  2. Increase website traffic
  3. ROI


The website trust, i.e., the trustworthiness of a website, is underlined by a proper placement of the page in the search engine ranking. The first ten results of a search query by a user, therefore, have the highest click rates.

Website traffic

The number of visitors to a page and their length of stay contribute to the conversion. This is a process that turns users into buyers or customers. The number of search queries about the individual sessions on the websites defines the CTR or click-through rate. On-page optimization, in particular, aims at increasing the click rate. For SEO, it is essential to increase the number of visitors via organic channels. Traffic takes at least 3-6 months after the first SEO measures until the primary positive rashes.


The return on investment (ROI) is a business key figure that describes the return of capital. In internet marketing, this term has established itself as a description of the profitability of an online business. The investments in SEO measures must pay off. Be it through subscriptions to newsletters or by making purchases and winning new customers. The goals pursued by search engine optimization together contribute to achieving this profitability.

As a rule, an ROI of 12-15 months can be assumed in SEO to be on the safe side. In some niche projects, this can also be done faster, but planning should be conservative here.

As already mentioned, there is a lot of work at the beginning of SEO work, which only bears fruit (in the form of traffic) after many months.

How is SEO implemented in practice?

There are various options for the practical implementation of all SEO measures. The search engine optimization can by

  • own employees
  • Freelancer
  • or SEO agencies

be implemented.

Implementation by trained employees

Trained in-house SEOs are one way of putting SEO measures into practice. This approach is used primarily by larger companies that have a sufficiently large staff and set up their SEO departments. However, small and medium-sized companies will rarely afford their employees for this area. The advantage of this method lies in the long-term perspective. The employees can thus implement the SEO measures in the long term. The disadvantage, however, is the relatively high personnel costs, which in turn answers the question of what SEO costs.

Another disadvantage compared to SEO agencies is that projects are not comparable. Agencies generally have a broad view of the market. They can find out more quickly what is the reason for the fluctuations, especially when there are fundamental changes in the Google algorithm.

The help of freelancers

Freelancers are suitable for smaller and less extensive SEO measures. They are usually less expensive than their employees. However, it is often difficult to find suitable freelancers for search engine optimization. Freelancers are also no employees and are therefore not tied to any fixed working hours. You are only paid on an hourly basis.

Cooperation with an SEO agency

SEO agencies are service providers with well-trained and experienced staff. You can also offer different concepts that are tailored to the individual needs of the company. When asked what SEO costs, a reputable SEO agency will submit a suitable offer and inform you about all the necessary expenses. She will also advise you whether SEO is ideal for you or your company from a business perspective or not. Also, with an agency, you also have the advantage of getting other offers from online marketing that are suitable for you, be it SEA, or social media marketing to achieve the best possible success.

What does SEO cost at an agency?

Here we are again with the question: What does SEO cost? Agencies, as service providers for SEO, generally offer different prices and billing models. These include:

  • Hourly rates or daily rates
  • Package deals
  • Success-based offsetting

Hourly rates and daily rates

The calculation, according to hourly rates, is a flexible method for your search engine optimization. But you have to have confidence in the agency. You do not know how many hours per month, the agency works on your orders. The hourly rates of the service providers usually range between 100 and 250 euros. Reputable agencies will often charge hourly rates between 75 and 150 euros per hour. The situation is similar with daily rates. They are between 800 and 1,500 euros. This can become very costly for large orders. As a rule, the right agency always starts with an extensive audit of the site and creates a strategy. Based on the plan, it is then decided together with the customer which path to take and to what extent the whole thing is then started.

But be careful: the audit and strategy also cost time and, therefore, money. Please expect an investment of € 5,000 – € 10,000 before the optimization begins.

Package deals

The question of what costs SEO can also be answered with package deals. Package deals are usually billed over a period of between 6 and 12 months. The fees range from 1,000 to 15,000 euros per month. All-inclusive packages are used that contain a large number of individual SEO activities. The prices, of course, also depend on the agency.

Transparency is essential here. If the content of the job is precisely coordinated, there should be no problems here.

Success-based calculation

Individual agencies rarely offer this type of billing. Different guidelines apply to various SEO measures. The payment is based on the success that paid directly to the SEO measure.

This can be paid based on traffic, rankings, or sales.

Here, however, there has to be a case-by-case analysis, as the sales process is often not solely in the hands of the SEO. If the online shop has a lousy conversion or a service provider simply has a bad sales team, then this cannot be at the expense of the SEO agency.

Prices for SEO services

All measures that are carried out as part of SEO are made up of several individual services and are difficult to categorize. To get an overview and get concrete answers to the question of what SEO costs, you can consider the following critical data:

  • SEO success depends on the budget invested, so the more I spend, the faster and better I get (usually provided that a good job is done).
  • From € 1,500 to € 3,000 a month should be calculated at the beginning. Depending on the industry, this may be too little to start with.
  • An hourly rate of € 75 to € 150 should always be expected. Advisory activities, i.e., consulting, are still to be calculated higher than executing work.
  • Ever note how high the effort for the creation of content or link building is. This is taken into account in your monthly flat rate. An independent budget pot should be opened for content and link building.
  • For complex projects, you can count on € 5,000 per month.

Individual offers and standard packages

In principle, SEO should always be offered individually. Standard packages are not still useful. Standard packages include a monthly plan of what to do and what you cannot deviate from. The customer is thus trapped in a cage that is not tailored to him.

With individual offers, on the other hand, all of the client’s needs can be individually addressed. Several factors are taken into account in these tailor-made offers. This includes:

  • Your current situation
  • The scope of your website
  • Your keywords
  • Your company form
  • The current market situation
  • Your product or service offering
  • Your individual goal

Minimum contract terms

There are also different minimum contract terms for an SEO order. Most agencies work with a commitment of 6 to 12 months. Some agencies work with contracts that run for two years. For the customer, however, this fixed contractual relationship makes little sense. Reputable agencies will allow a reasonable period of notice. However, SEO requires a certain amount of time to achieve all of the goals set. Search engine optimization thrives on trust in time.

A recommendation here would be to start with a 12-month contract and then expect to be terminated every quarter.

Exclusive termination rights with a lack of transparency could make sense here.

Regular reports should be standard. And if there was an extensive audit at the beginning and the strategy was discussed, the customer should always be aware of what is currently being done.

The performance-based payment

Performance-based payment, i.e., a settlement based on success, naturally makes sense for you as a customer. You pay if you also achieve apparent success through the SEO measures. However, only a few agencies offer this accounting system. Especially in the area of ​​SEO, where it can take months to first success, that doesn’t make sense for many experts.

Also, it must be mentioned that we cannot predict the upcoming reactions from the competition, and therefore the risk remains with the service provider.

Hourly and daily rates

As already described above, many agencies work with hourly or daily rates. You should take a close look at the agency in question. Especially in the SEO area, there are also lots of black sheep. It is best if you ask your SEO agency-specific questions and always send you a monthly time report.

Questions to the SEO agency

Before you get an SEO agency happy with an order, you should consider issues that should be answered to your satisfaction. But be careful: dubious providers will not find a suitable answer to some of these questions.

  1. What is the cooperation like?
  2. How often do I get a report?
  3. What does link building look like?
  4. What references does the agency provide?
  5. Are other companies in the same sector being looked after?
  6. Can I be ranked # 1 on Google by agency support?
  7. Does the agency adhere to Google guidelines?

This poses the essential questions. Cooperation with the agency should primarily be continuous. Reports should be sent at regular intervals. Also, you should always have the opportunity to contact the agency directly and at any time with questions.

A balanced link mix should be offered for link building. Also, all backlinks should be trustworthy. When asked about references, some agencies may not give a clear answer. Many SEO agency customers want to keep their activities secret so as not to inform competitors. This is the agency’s right and must be respected

However, some SEO agencies use their websites that serve as references. You should at least be informed of this fact. If an SEO agency looks after competitors from the same industry, it should at least tell you of this, even if it probably does not want to give the name of the competitor. When asked whether your website will become the number one on Google due to the optimization by the agency, you should at best receive a “maybe” as an answer. Nobody can guarantee absolute success. Agencies that give “Safe” or “Yes, of course” as the answer should be classified as dubious. The question about the Google guidelines should be answered with a “Yes.” Failure to follow the instructions could result in a penalty or loss of ranking.

The imprint

An imprint is mandatory for every website. Furthermore, the print often has more views than the site itself. The data provided in print ensure trust among customers. SEO agencies that do not have an Austrian or German mark should be treated with caution. There are also excellent international SEO agencies, but they will never please you with an email. If there is a German imprint, but you are not sure whether the provider is reputable, check with Google whether the address given exists. You can also take a look at Google Streetview and make sure what type of speech it is. Is it a private apartment and the provider states a large agency

What can you do for SEO yourself?

The search engine optimization to advance on its own, you can also apply yourself for a few steps. Here we have built up a very detailed themed world, which you can find here.

There you will find webinars, magazine articles, book recommendations, and lots of tips from well-known experts to familiarize you with this topic yourself.


The question of what SEO costs is not easy to answer. SEO primarily depends on various individually different factors. This includes keywords, your offer as a service provider or producer, as well as your personal goals that you want to achieve with search engine optimization.

SEO is also a long-term process that takes months or even years to achieve the necessary goals. The process consists of many different individual tasks. Also, the question of how billing is carried out is crucial. Should be billed per month, or charged based on the hourly rates. To create a concrete budget for SEO, it is necessary to take all of these circumstances into account. This is the best answer to the question of what SEO costs.

Creativity and SEO: How to overtake the competition with creativity

The competition in the SEO area is fierce: Complete SEO teams work just like you to bring their website forward. Creativity is one way that you can give yourself a decisive head start.

There are boring websites like the proverbial sand by the sea. Are you in a competitive niche? Today, it is no longer enough to publish 08/15 content. To achieve excellent rankings, you need more. A reliable, optimized standard is not enough. So you go down in the crowd.

Attention is the most valuable currency of our time for good reason. We have to choose from all the information and stimuli that continuously patter on us. We love variety to escape from everyday life. Everything new attracts us.

With creative ideas, you draw attention to yourself and your website. Concentration increases the awareness of your brand, your site, or your company. This will put you in the public eye. This, in turn, has a positive effect on the search engine results.

Creativity has positive effects

  • Other webmasters reward your efforts with backlinks.
  • Users like, share, and pin your content on social media (Facebook, Instagram, Pinterest & Co.).
  • This increases your click rates in the SERPS (CTR Boost).
  • Your website is mentioned on the web.
  • This increases the traffic on your website.

Three ways to get your users’ attention

How do you manage to draw attention to yourself creatively and stand out from your competitors?

The solution is simple: put yourself in your target group. Make yourself aware of your intent to use it – and offer you what you are looking for in an unprecedented way.

There are three main options:

  1. Content Marketing: Create brilliant content that will stay in your memory.
  2. Linkbait: Get multipliers like journalists and other webmasters to share your content with irresistible “bait.”
  3. Creative solutions to problems: If you encounter difficulties, try not only not to solve them according to scheme F, but also to think outside the box.

1. Content marketing: added value, added value, added value – but please in easily digestible snacks

The most important thing is to make your users happy. As an SEO, your job is to give website visitors exactly what they are looking for. Carefully researched content, a fresh write, but also a lovingly creative preparation of the material ensure an extended stay.

Make sure your posts get noticed. You have probably heard of the Hero-Hub hygiene model. It divides content into three categories. Each has its strengths. Ideally, every variant should be used on your website.

  • Hero content: This is high-class content that attracts masses of users and goes viral. This includes, for example, the jump by Felix Baumgartner (idea and implementation of RedBull).
  • Hub content: This content has a series of characters. They are tailored to the special interests of the target group and guide users back to your website at regular intervals.
  • Hygiene content: This category includes material that is permanently relevant to your target group. This evergreen content includes “How to …” articles, wiki articles, FAQs, and advice.

Ease of reading is essential when preparing your content. Endless text deserts don’t inspire anyone. A mix of different structural and visual elements makes sense: headings, subheadings, short paragraphs, bolding, and pleasantly readable font and font size are a good start.

Also, photos, infographics, caricatures, surveys, studies, tables, and videos loosen up the content.

2. Linkbait: The worm must taste good to the fish …

You probably know the old marketing wisdom: “The worm has to taste like the fish, not the angler.” Strictly speaking, that’s no longer enough. First of all, the fish must notice the worm. Only then can he decide whether to try it and make a decision about his taste.

What does that mean for you? Nowadays, there are fishing with worms on every corner, fighting for the interest of the fish. The fish has a free choice at the buffet. For it to choose your bait, it must be different from the others.

In other words, hardly anyone links to commercial content. Even with an arbitrary freebie, you won’t knock anyone out of your socks these days. Would you like your content to be linked? Then you need a super worm! It starts with the format in which you offer your content.

Formats that webmasters, journalists, and social media users like to share:

  • Funny photos, videos, drawings, and cartoons
  • Well prepared, well thought out infographics
  • Interesting surveys
  • Scientific studies
  • Tables that offer added value

Link baits are hero content. The creme de la creme à la Edgar.

3. Find creative solutions to problems

Are you after a secure backlink for your customer or your website? Getting high authority websites is not easy. If the webmaster does not respond to your request, contact him in another way.

The magic word is networking:

  • Find the person in charge on Facebook, Instagram, or LinkedIn.
  • You may find a standard level about hobbies and interests.
  • Do you share the same sense of humor? Then comment on his posts!
  • Most webmasters are in dozens of different groups. Maybe he needs help with something? If you can solve his problem, you have your foot in the door.
  • Or ask him for an interview in which he can substantiate his expert status. Invite him to your podcast! Greet him via Skype on your YouTube channel or ask him for your blog. You get to know each other through the conversation. After that, it may work with the link.

The fear of your courage

Not every idea is suitable for content marketing. Nevertheless, you should first collect everything you can think of spontaneously. Do you have a team around you? Brainstorm! Write everything down and let your thoughts mature. You can learn how to optimize a website according to SEO criteria.

But the big hit is only possible through creativity.

Going public with an idea takes courage. It may be that you sometimes miss the mark. The following applies here: If you are 100 percent behind your design, go through your plan! There are always critical voices. Stay tuned, and don’t be put off. You never know in advance whether your idea will work properly or not. You have no choice but to jump into the cold water.

Creative SEO ideas

Link building will continue to be a decisive ranking factor. Creativity is particularly important in this area. What are the ways to turn brainwaves into engaging content? Creativity is required again.

Here I present three original ideas from the SEO scene.

1. Ego bait: SEO poster

Martin Missfeldt is considered the “great father” of the SEO poster: in 2011, he had the idea of ​​immortalizing well-known German SEOs on a sign to improve their image. The motto at that time was “SEOs are only human”. To date, some SEOs proudly use the drawings created on the computer as a profile picture.

Source: https://www.tagseoblog.de/auch-nur-menschen-seo-poster-2011

The current SEO poster by von Sumago (2019) is also very well received:

Source: https://www.campixx.de/seo-poster-2019/

2. Linkbait: You vs. the Kardashians

The British fashion platform Missy Empire, founded in 2015, shows just how brilliant an idea can be. There is a calculator, “You versus the Kardashians,” on the website. There you can calculate how long it takes a member of the Kardashian family to earn your salary. The idea is original, funny, and makes for conversation.

Source: https://www.missyempire.com/you-vs-the-kardashians/

The media coverage was not long in coming. Large newspapers and well-known websites linked to the calculator. The action brought Missy Empire over 600 backlinks.

3rd round-up posts: GrowthUp expert panel

The online magazine GrowthUp regularly organizes expert groups and invites well-known voices from the industry. Nine SEOs like Martin Brosy, Katja Budnikov, and Martin Mißfeldt have their say on the topic “How much creativity is there in search engine optimization ?”, This shows why search engine optimization is a very creative profession.

Experts fill your blog with high-quality, up-to-date content. At the same time, you have a high level of self-interest in distributing the blog post. Accordingly, they share the link with their community, which ensures reach and traffic. You will also make valuable contacts in your industry.

4. Studies: data and facts

You also attract attention to self-conducted reviews. SEO-Vergleich.de, the comparison portal of the SEO industry, has carried out extensive research on the visibility of SEO agencies. The idea behind it: Anyone who offers SEO as a service should master their craft and achieve excellent visibility on Google. For one year, seo-vergleich.de recorded how 335 agencies performed with around 1,000 relevant keywords with SEO relevance. The result is a ranking of the 30 most German SEO agencies visible on Google. In addition to backlinks, the publication of the study results brought a lot of traffic. On the one hand, the industry is interested in seeing who did what and how. On the other hand, everyone who is looking for an agency stops by.

Another example is the vertical in-house salary study: companies and public service in-house SEOs are encouraged to take part in the survey on “salary.” The result of the 10-minute survey should show what salaries look like. Ultimately, everyone benefits from greater transparency. After all, everyone wants to receive a fair wage or buy the best possible performance at a reasonable price.

You see: With your studies you generate attention, traffic, and backlinks. The data collected is generally exciting and relevant for at least one industry. And they offer you material for other blog articles, videos, and podcasts.


The technical side of search engine optimization is essential. But it is not enough to unwind the standard program and do 08/15 SEO if you want to push your website. Creativity is a way to prevail against your competition. Freely based on Immanuel Kant: Have the courage to realize your ideas.

If you manage to attract attention to your website with a “bang”, you kill several birds with one stone: you get more traffic. Your company is gaining popularity. Large sites and newspapers link to you. (And that is just the beginning.)

The 7 basic rules of search engine optimization

For many beginners, search engine optimization is like looking into a crystal ball. Nobody knows precisely how Google or other search engines work. Also, the results of the measures taken are often long in coming.

With this article, I shed light on the situation and would like to help beginners, thanks to their many years of experience, to benefit from the massive traffic through the search engines.

Search engine optimization (SEO) consists of two major areas:

  • From all measures on one website ➡️ Onpage optimization
  • From all actions related to my website ➡️ Offpage optimization

As can be seen in the diagram below, these are the essential components of programming, content, and link building (and a little social media, whereby the influence is only indirect), which determines the area of ​​search engine optimization. The content creation is linked to both large areas because it plays an essential role in assigning relevant keywords on the website, but also in creating good link-giving content ( link building ).

1. SEO basic rule: the structure of the website

What is worse than sites, the meaning of which is not immediately understood or where it is not clear where the search is found.

But why? The basic structure of a website is essential to get a high level of user satisfaction. Of course, there are also other things in the end, but only if I lead my visitor to the goal in simple steps, do I have a legitimate chance of staying there.

But how does one do it?

The content of a website should be structured logically and hierarchically.

The content or products (in the case of an online shop) should be structured thematically to reflect a good information structure.

A clear information structure is also the basis for excellent visibility in the search engines because the crawlers can better understand and index a page. The Google algorithm will love the transparent structure.

I always ask myself the following questions when analyzing the structure of a website:

  • Are the most important pages linked from the homepage?
  • Is each category linked to the start page or top and subcategory?
  • Can each subpage be reached in 3 clicks?
  • Is the path to the respective subpage visible to the website visitor?
  • Does the navigation consist of text links?

2. SEO basic rule: A clean URL structure

With a short and meaningful URL, we offer the user a specific orientation. Still, at the same time, we can positively influence the SEO (Search Engine Optimization), i.e., the ranking of the URL. The user can see at a glance what content can be found on the respective subpage.

And the shorter a URL is, the more the words in the URL are weighted. Also, the users of the page can often remember a short URL more easily.

However, there are a few rules that should be followed to maintain a clean URL structure. In contrast to the meta title or the meta description, unnecessary filler words should be avoided, and when using several terms in the URL, it is essential to ensure that the words are separated with a hyphen, as this acts as space.

Also, special characters or umlauts in the URL should be avoided. Umlauts are played with ae, oe, or ue, as they are usually not to be found on the keyboard, especially abroad.

When I set up the URL structure of a website, I always ask myself the following questions:

  • Are speaking URLs used?
  • Are the URLs used as short as possible / as long as necessary?
  • Is the respective main keyword on the bottom listed in the URL?
  • Have umlauts been converted correctly?
  • Have special characters been eliminated from the URL?

3. SEO basic rule: mobile presentation

Anyone who deals with the topic of search engine optimization or search engine marketing these days cannot avoid the problem of “mobile optimization.”

Every year, the mobile use of the Internet, be it by smartphones or tablets, becomes more intensive, and access via this device increases massively every year.

Of course, the usage varies from industry to industry, but a general trend is effortless to read. Also, the pattern can not only be seen on the go, but the so-called “second screen” in front of your TV is also becoming increasingly popular.

But what is the “mobile optimization” of websites?

Since the Google algorithm also promotes Optimization for mobile content through help in the Google Search Console and mobile-friendliness has been an official ranking factor since April 2015, mobile Optimization of your search engine marketing, depending on the industry, should be given as much attention as the Optimization for laptops or desktop PCs. This applies especially to mobile search results.

In some industries and segments, it can even make sense to drive the “Mobile First” strategy and gradually adapt the content to the technical possibilities of the output device (principle of progressive enhancement). In this way, depending on the available bandwidth, browser, and end device, the user is to be presented with content adapted to him.

In 2016, Google again confirmed that the alignment for mobile devices plays a vital role in the algorithm. The search engine giant has set the mobile index as the primary index of the search engine.

AMP (Accelerated Mobile Pages), a format that enables mobile websites to load almost in real-time, was also introduced. These pages have extremely slim source code and are delivered via CDN (Content Delivery Networks).

Also, the “Progressive Web Apps” format is another type of Optimization for mobile devices. With this format, websites can be used almost like standard apps and significantly simplify the innovative usability.

In addition to the Google Search Console, Google provides every search engine optimizer with another free tool that should provide valuable information about optimization potential as part of mobile Optimization.

4. SEO basic rule: optimize loading times

How important is the loading time for your search engine optimization? Pagespeed has been an official SEO ranking factor since July 9, 2018. In my opinion, however, the drop in user data that a page receives when the loading time is reduced or worsens is much more critical.

Let’s get to the point: What is more annoying than a lame website? For me, the effect on search engine optimization is somewhat secondary.

There are numerous tools with which the Pagespeed can be measured and analyzed—starting with Google Analytics, through Google PageSpeed ​​Insights to many other tools like Pingdom or GTmetrix.

My recommendation is always to start with a free tool from Google. Pagespeed Insights is now using the data from Google Lighthouse and has improved significantly. And my credo is that if you primarily optimize for Google search (i.e., SEO (Search Engine Optimization)…), then at least the Google tools (even if they are not the best on the market) should not do anything have complained.

Pagespeed Insights divides its assessment into many areas such as the mobile Pagespeed or on the desktop. Otherwise, I find the value “time to interactivity” the most important because if the rest of the page is still loading, I’m only interested in the second place.

Apart from the fact that Pagespeed is a ranking factor and therefore very important for the algorithm, there are also many other reasons for optimizing the loading time on a website:

1. Crawling the website:

With the loading speed, you determine how often your site is crawled and how frequently the Google index updates your content. Since Google bot only has a specific budget, slow-loading websites are not crawled as quickly and intensively as other websites.

2. Sales:

There are some myths or theories as to how much revenue is lost in the online shop with reduced loading time. Some speak of 5% per second, which loads the page longer. Others mention other values ​​that certainly also vary depending on the industry or are also heavily dependent on the competition.

The fact is: A slow loading time jeopardizes the SEO rankings and thus the sales or the whole search engine marketing strategy unnecessarily.

3. The user data:

Here too, the different data exist in the network. A customer will surely wait longer if he can only buy a particular product there on this one website (e.g., from a monopolist). If there are many other websites on which the same product can be obtained, the bounce rates are certainly significantly higher.

If the bounce rate is too intense and the page’s length of stay is too short, this can be seen in the lost (or not won) rankings. In other words, the SEO data will deteriorate significantly.

5. SEO basic rule: Provide content with added value

Since Google is still primarily a text-based search engine, the text remains highly relevant to the success of your search engine optimization (Search Engine Optimization).

Easy to say but challenging to implement. The main question that you have to ask yourself again and again when producing content: Does the generated content offer real added value?

If you can’t answer yes to this question, you can save yourself time too!

Think carefully about what information needs your users or potential customers have and try to satisfy them. This can be content that is closely related to the conversion (e.g., product tests) or material that fits in with a topic (e.g., the issue of health if I want to sell running shoes!).

The content is not about placing your product or company in the center, but about creating content that makes you appear as an expert or the best point of contact for the topic.

Typical content with added value is e-books, white papers, webinars, checklists, or studies. Of course, magazine articles are also included, insofar as they have been written with particular professional depth.

6. SEO basic rule: optimize the heading structure

The heading structure is the semantic backbone of your web or subpage!

Especially in times of absolute content overload, the headline structure is becoming increasingly important to give the reader a quick overview of what the article is all about. The headings are often the basis for the summary of a text, which also helps to a) get a better overview and b) use jump labels to navigate the reader to the relevant text.

A clear headline structure can be seen here. You are ascending, from h1 to h2 and h3. h3 elements are subtopics, again of h2 headings. The heading structure is highly relevant for your search engine optimization.

The logical order is interrupted here.

The user of your website must capture the content quickly and efficiently so that the probability of a jump is reduced mainly if you write about a topic that many others have already buttoned up in front of you.

The heading structure is also essential for the search engines because you significantly simplify the work of the web crawlers and so they can capture your page faster.

The following headings exist and are relevant for search engine optimization:

h1: There can be a maximum of one h1 per subpage. The h1 is very SEO-relevant and should always carry your most important keyword for the bottom. Usually, the h1 should also be the headlines of the respective document and also has the task of attracting your readers’ attention and thus ensuring a higher CTR from Google on your website.

h2: The h2 headings offer an excellent opportunity to use so-called semantically relevant keywords (for the main keyword) or related key terms. Also, the h2 lines should divide the article into its main areas.

A little tip: The h2 is the right place for questions and can be labeled as a Google Answer Box using the structured data.

h3: In the order of the heading structure, these headings are reserved for the less important topics. But what already applies to h2 also applies to h3. The perfect place to place other semantically matching keywords.

Checklist for your heading structure:

  • Does your subpage have exactly one h1 heading?
  • Is this h1 heading unique and stimulates to click?
  • Is the main keyword of this subpage integrated?
  • Are semantically matching keywords integrated into the h2 and h3?

7. SEO basic rule: earn links honestly

Last but not least, in addition to the technical and content-related aspects, the area of ​​link building (off-page Optimization) is also part of proper search engine optimization (search engine optimization).

In very competitive industries, in particular, useful links are required to place in the Top10.

But be careful: no other area is as controversial as link building. While some search engine optimizers deliberately stay away from the whole off-page work, others swear by the effects.

No area provides more punishment potential on the part of Google and is so difficult to see through.

My tip at the point is, don’t pay money for backlinks, but invest your money in the right strategies on how to get good backlinks (recommendations) from topic-related websites through entire content or unique campaigns.

Remember: buying a link is not only legally questionable but is also clearly against Google guidelines and thus offers a constant target for potential penalties.

But if you think deeply into the whole of page topic, you will surely come up with one or the other innovative idea of ​​how you can have your website linked.

Why a content hub is the corporate presence of the future

Many small companies, solo entrepreneurs, and startups do not yet have inbound marketing.

Unfortunately, too many still have a static brochure website that tells a little about the company.

Some go a step further and use a corporate blog, as studies show that blogging companies generate more visitors, leads, and sales.

But success often falls short of expectations.

Why? Because many companies see it as a pure social media channel. There the employees’ successes are celebrated diligently, or any awards are put on display.

All well and good. But if you want to win customers with it, you have to do some things differently.

Because of the digital change, the virtual landscape and buying behavior has changed in recent years. Multimedia formats such as e-books, infographics, and webinars were added, which are much more efficient than plain text.

These formats now also need a home.

What is a content hub?

First of all, we have to accept that blogging has grown up. Blogs (or content) are a central component of online marketing.

If you look at the different definitions of content hubs, you will quickly notice that you disagree. We define it as follows:

A content hub is the home of your content. It is the place where your content rests.

That is why a blog is a content hub. But only partially. A content hub is more significant than a blog but smaller than a website.

A real content hub focuses on the questions, problems, wishes, and needs of the customer. He answers or solves them in the perfect and most efficient format. This is sometimes a blog article, sometimes an infographic, sometimes a white paper, or sometimes a webinar.

Some people love to read a text in peace. Others like to listen to a podcast during a long drive. Others need videos because otherwise, they get bored quickly. Some even need all three types of media, depending on the situation.

A content hub offers your customers what they need and adapts perfectly to their customer journey.

That’s why you don’t have to say “blog.” Some also call it “Portal,” “Resources,” “Learning Center,” or “Knowledge Center.”

Do you even need a content hub?

Let’s say that your blog articles live on your blog, your videos on your YouTube channel, and your white papers are in PDF format on the server.

Instead of drawing your customers’ attention directly to them, you direct them to a central hub where you can ensure a consistent customer experience.

In this way, you don’t necessarily force your visitor on your content by date or content format. B. sort by topic or persona and make it easier for him to find relevant content.

The thing is, you always need some kind of base, a control center, a central warehouse.

Focusing and centralization are always efficient.

If you don’t have a content hub, where should all of your marketing activities come together? On your brochure website? That would be okay, but not the maximum.

Because where would your potential customers get further information to help them make their purchase decision? Where would he be actively accompanied until he became a customer?

In principle, you have to imagine this integrated approach as follows:

Social and search are only distribution channels that promote your content and slowly transfer your potential customers to your content hub.

Also, content on social media has a short lifespan, and you cannot control these platforms. Your content hub, on the other hand, is a safe place where your content can always be found and accessed quickly and easily.

A single source of truth.

Six advantages of a content hub

If you’re still not convinced, let’s take a look at the specific benefits that Scoop.it has put together in their white paper :

  1. Authority – If you regularly publish high-quality content in one central location under one brand, you will be increasingly perceived as an authority.
  2. Reach – The more high-quality content is in a central location, the more likely it is to be viral and ranked higher in the search engine.
  3. Commitment – If you put “cold metrics” on, you won’t get far. Content hubs put people and interaction as well as dialogue with him in the foreground.
  4. Control – Foreign platforms and networks are continually changing. With your content hub, you have control over the entire customer experience.
  5. Leads – Your content hub attracts many potential customers, whose contact details you should ask for to convert them to leads and later to customers.
  6. Insights – Since there are a lot of people on your content hub and exchange ideas with your company and with each other, there is a lot of insights and data. That’s why you know correctly which message works and which doesn’t.

The bottom line is, as always, about trust. People like to buy from people, not from faceless companies. Therefore, you should first deliver high-quality content before you take anything and promote dialogue with your visitors, customers, and fans.

Ten examples of a content hub

This article would not be complete if I didn’t have a few good examples:

1st American Express OPEN Forum

American Express’ OPEN Forum is often rightly named as a pioneer and showcase. The hub has existed since 2007 and provides small companies with helpful tips for growing their business. It is interesting here that the content hub has its brand name, but runs over the main domain. As a result, the central area is strengthened correctly from an SEO perspective.

2. Think with Google

Of course, the search engine giant also has a content hub where you can find interesting statistics. Google strengthens its reputation by sharing data that the company collects anyway. This is something I love about content marketing: You can simply pack the knowledge or information that you have a little bit anyway and use it for marketing.

3. CMO by Adobe

At first glance, this example looks more like a classic magazine or an established blog. Adobe delivers good content that the audience is looking for. Without hype and many frills. This ensures strong customer loyalty. And as luck would have it, Adobe offers a marketing solution for this target group! 

4. Content Loop (Powered by Capgemini)

The consulting and IT service company also has a content hub with its brand name at the start. It is interesting here that they have chosen a middle ground. A separate brand name was selected for the center, but the visual branding was retained.

5. Oracle Modern Marketing Blog

The software and hardware giant has a blog for its marketing cloud, where there is helpful content on the topic of marketing. I took it as an example because it looks similar to an established blog in terms of positioning and appearance.

6. Canva Design School

It makes a lot of sense for the design startup to use its strengths. Here beginners can learn to design, and experienced designers can perfect their skills. The idea here is again to use internal resources and use them for marketing purposes.

7. H&M Magazine

In this magazine, the customer will find many tips and stories about fashion and lifestyle. In the end, the products mentioned are listed and linked, which, of course, promotes sales. A simple and uncomplicated but efficient solution.

8. Williams-Sonoma key

One of the largest retailers in the United States, which sells cooking utensils and household goods such as knives or pots, gives great recipes and cooking tips with a unique California flair on its content hub. A super round thing, right?

9. Coca-Cola Journey

Cola is often used as an excellent example of content marketing. I find it exciting to see that even “blunt” B2C products like Cola (or Pepsi ) turn their corporate websites into great content hubs.

10. Makeup.com

Finally, an exciting example that, at first glance, represents an independent brand. Only when you look closely in the footer can you see that L’Oreal is hiding behind it. The company is a good example here that dominates an entire category. And with it, the organic traffic and visitors via the search engine.

If you have still not enough, then you will find here more examples of good content hubs.

These were almost all major brands now, but it gives you a good feeling of what a content hub is and how it should look. Also, you can wonderfully orient yourself and be inspired by the examples.

How to create a content hub

So far, so good. I hope I was able to convince you of a content hub and its advantages.

The question now is, how do you create one if you don’t already have one?

Let’s start with branding. Here are three different ways you can go:

  • Private Label – You can simply run a content hub under your brand. This is the most straightforward solution (e.g., Oracle).
  • Middle way – You can choose your brand name for your hub but keep your visual branding (e.g., content loop).
  • Own brand – You can create an independent brand without immediately apparent reference to your brand (e.g., Makeup.com).

After your brand name sits, your design should be adjusted. Content hubs can have many different designs. It is essential that the visitor can quickly find the information that is important to him, browse comfortably, and can easily interact with the company.

First of all, you should just start and create a simple layout, as you know it from many blogs:

For the sake of simplicity, you can limit your content to content medium. Text is the closest thing here.

Later, when you have different content media, different content formats, and different target groups, you make a “real” content hub out of it:

Here you change the organization and focus on the questions, problems, wishes, and needs of your customer.

So you nestle optimally around your customer and can e.g., B. sort according to the following points:

  • Topic – You can arrange your content according to a specific topic to allow the visitor to delve deeper.
  • Market – If your solution is attractive for different markets or niches, you can create your content for each of the targeted markets.
  • Target group – Even more comfortable: You can also sort your content according to your target groups.
  • Persona – You should generally create personas from your target group. So you can group the entire content for each customer.

Finally, it is essential that you create the right content for every stage of the customer journey, sort it as just mentioned, make it easy to find, and accompany your customer through to the sale.


A content hub is a home to all of your content. It is the central storage location. It is your control center.

A content hub focuses on your customers and answers their questions, solves their problems, or satisfies their needs. So you make sure that you create content that is easy to find, visually appealing, and also has a little entertainment.

This has the advantage that the content can be found, sorted, and, above all, relevant for the visitor quickly. On the other hand, you have the power that this gives you more authority, control, and insights.

It is essential to understand that you need a single point of contact, where all of your marketing activities come together and where you can slowly guide your potential customers through the decision-making process through to the purchase.

So if you still have a brochure website or a corporate blog that is regarded as a pure social media channel, please think about whether a content hub is not much more effective.

It used to be that 15 static pages made up your entire website. Today you may have ten static pages, but 300 pages that deal with content.