Why the advertising boycott Facebook does not change

Companies no longer want to advertise on Facebook because there is hardly any hate or agitation. And Mark Zuckerberg? Is not impressed. There are solutions.

Facebook founder Mark Zuckerberg doesn’t care about the criticism of his social network. It doesn’t matter; he made it clear again last week: More than 900 companies and self-employed people have announced as part of the Stop Hate For-Profit initiative that they no longer want to advertise on the social network. Mainly because Facebook is doing so little against the hate that is widespread there: because, for example, it has abandoned calls for violence against the Black Lives Matter movement. Because it classified the very right-wing Breitbart website as a trustworthy source despite its contacts with white nationalists.

Among the signatories are large US companies such as Coca-Cola, Starbucks, Verizon, and Dax companies such as Henkel, SAP, and Volkswagen. Even if there are substantial advertising budgets behind these companies, Zuckerberg seems to be taking it easy. He said internally, “My guess is that all of these advertisers will be back on the platform soon.” It is more of a reputation than a financial problem for his company—a verbal middle finger towards the boycott.

Facebook can afford this toughness. The advertising boycott should hit the social network at its most sensitive point: its source of income. This point of attack initially seemed to make investors nervous: when Unilever, one of the world’s largest companies, agreed to support the initiative on June 26, the share price fell dramatically. Facebook’s goodwill just declined by $ 56 billion. But the shock lasted only a few days. The share price has long since recovered and is back at the pre-boycott level.

The economic ban could have a similarly minor impact on sales. Because a boycott only works if many participate. Nine hundred companies may sound like many. But firstly, the list of boycotting advertising partners has long included not only large companies with correspondingly substantial advertising budgets but also a yoga studio from Bridgeport in Connecticut or a law firm from Houston, Texas. Second, 900 companies are negligible for Facebook, which claims to work with more than seven million advertising partners. If a few drop out, there will be plenty of other companies that will pay instead of advertising space.

So much cosmetics must be

Of course, Facebook reacted a bit anyway; it’s not just about the money, but also about the image. The social network has blocked the accounts, pages, and groups of an extreme right-wing system in the USA. If Facebook classifies a post as relevant for the message and sees a violation of its own hate rules, it wants to provide it with a warning in the future. And it wants sources, that is, the latest news on which other media base their reports are displayed earlier in the newsfeed. But that remains cosmetic interventions, like so many Facebook measures in recent years. Because they all deal with the outgrowth of problems instead of tackling them at the root. Disinformation? Facebook is currently fighting by working with fact-checkers worldwide and flagging problematic websites. Hate on the net? Although users can report, they often stop.

Facebook would have to intervene much earlier. And one wonders what has to happen so that it finally does it.

To count on it, however, one has to assume that Facebook can change at all. But what if that’s not possible? If Facebook is irreparable with its attention and advertising logic? Journalist Chris O’Brien poses these interesting questions in US tech magazine VentureBeat. Facebook’s problems are not merely the result of a reticent executive, even if it has made the situation worse, he writes. Facebook had 3.2 billion fake accounts between April and September 2019 alone deleted – that is more than the 2.4 billion monthly active users of the service. Still, it feels like nothing has happened. The problem lies in the “nature of the beast” itself, writes O’Brien. 

Facebook not only maps, Facebook weights

Facebook is not the cause of the problems, “Facebook holds a mirror up to society,” writes, however, Nicky Clegg, formerly UK Vice Premier and now Vice President of Communication on Facebook, in a blog post. Everything good, wrong, or ugly is expressed by users on Facebook, Instagram, or WhatsApp. There is, of course, a pure essence in this statement: All the anger and hatred, the quarrels and lies for which we are so happy to blame the first communication in the social network appear almost everywhere where people meet. At the regulars’ table, differentiating voices are always more complicated than screaming necks with a clear opinion, regardless of whether they are analog or digital. Family members can spread false information while drinking coffee as well as online. And women,

But what Clegg omits: The Internet is changing how many people reach individual voices. Through social networks like Facebook, hatred, disinformation, manipulation can multiply. How many likes something gets, how often we see a request to speak has an impact on how strongly we approve and how important we perceive it. A group that might be quickly identified as a few scattered spinners in analog life can give excessive sharing and posting on the Internet that it represents a relevant social camp. This fundamental phenomenon can be found on all major platforms. On Youtube. On twitter. On Twitch. And also on many small ones.

However, Facebook has an individual responsibility because the company has a strong influence on the reception of news by many people. Because the social network does not merely depict what is happening anyway. The network weighted. If a post gets a lot of likes and comments, there is a high probability that it will be prominently flushed in the news feed by other users. If a person interacts with the content of a news source, there is a higher chance that the content will be displayed prominently again and again – which can, at some point, affect the perception of reality. Facebook picks out very carefully what is shown to whom, what might be of interest to whom. It is not a mirror of society; it is a mirror of our attention. Or better: a mirror of the benefits that Facebook ascribes to us to keep us on its pages as long as possible. We get as many ads as possible and that as much money as possible can be earned with our attention.

The Wall Street Journal recently reported an internal Facebook survey that the company’s algorithms take advantage of because the human brain is attracted to polarizing content with the potential for social division. What did you change afterward? Little. A senior Facebook manager argued, according to the Wall Street Journal. The attempts to make exchanges in the network more civilized are paternalistic. Another internal Facebook presentation already showed in 2016 that the social network could undoubtedly play a problematic role in the radicalization of its users: According to the study by two out of three users who joined an extreme Facebook group in Germany had this Facebook algorithm recommended.

The more people receive news on social media, the more important it is how Facebook is weighted. The company has been repeatedly accused of preferring individual opinions to others. Conservatives, in particular, like to complain that their voices are hidden – which they see as a form of censorship. Technically, that would be possible, but there is no evidence of this.

This discussion raises the fundamental question of what we expect from internet platforms in general and social networks in particular. The boundaries of what is still considered free speech and what is not are different in every country worldwide. Could you find universal rules that go beyond Facebook guidelines? And even if: Should private companies watch over free speech? About what is sayable and what is not?

Facebook likes to say that you don’t want to get involved in the content. There are “disagreements about what is called hate and should not be allowed,” said Zuckerberg in a speech at Georgetown University in 2019. A technology company shouldn’t decide the truth. However, Facebook’s role as a mere bearer of messages has long been refuted because the network is actively involved in shaping what may and may not remain on its platform. Not just about algorithms. A Washington Post report indicates that Facebook has repeatedly changed its internal rules since 2015 in such a way that disinformation and agitation, expressed by the then-presidential candidate Donald Trump, did indeed allow them.

Twitter – Trump shares video with racist slogans a video shared by the US President on Twitter, one of his followers shouts “White Power” several times. After sharp criticism, Trump deleted the video.

Facebook told the Wall Street Journal that it was no longer the same company as it was in 2016, citing evidence to suggest policies to prevent infringing content or research into how the platform impacted society. Only that seems to have changed little in the result. The New York Times columnist Kevin Roose recently evaluated which ten US Facebook pages generated an unusually large number of interactions, i.e., comments, shares, and likes, on a specific day. For Thursday, eight pages fell from people and organizations known for hatred and agitation – including right-wing preacher Franklin Graham, radical conservative Ben Shapiro, U.S. President Donald Trump, and media like Breitbart. The fact that this list looks quite similar on the previous days not only refutes Trump’s recurring claim that the platform suppresses conservative voices. It also illustrates that hatred and agitation are still triumphant on the platform. 

Time for something to revolve around user engagement

Facebook has proven in the past that it can contain unwanted effects and developments. With ever new changes to the newsfeed algorithm, it has almost eliminated business models based on exaggerated headings. In the same way, one would like the company to act against hatred and agitation. However, to do this, it would have to tweak its perhaps most crucial key figure: user engagement. This measure measures how many comments, likes, or views a post has. After almost a decade and a half of social media testing, we found that people like Pavlovian dogs interact particularly strongly, the strident the opinion. The more polarizing, the more hateful.

But the higher the user engagement, the higher the likelihood that the post will also be shown to many other users, the higher the possibility that others will also like, comment on or share it, and in turn, more even users will be flushed into the news feed. As long as the algorithm works in this way, it will also be used by extreme groups.

Are we realistic: The protest by advertisers will not change anything. Even if the 900 companies now want to fight against hatred and agitation: Facebook interactions have become an excellent metric for everything in online marketing, which companies will hardly want to do without. The time to time is flaring Delete Facebook -actions, users, and users to ask them to delete their Facebook account to help any more. Not even the petition from users, which has now started the Stop Hate For-Profit initiative. And just leaving it up to Facebook to recognize and act on the problem would be more than naive.

The call for stricter regulation sounds just as naive. Because there will only be solutions for individual countries, individual regions, and until politics comes to Potte, there can be completely different problems. But it remains the only plausible solution. And the General Data Protection Regulation can give you a little hope. It came late and was only intended as a European solution. At the beginning of the year, however, California passed a law that at least grants Californians similar rights. If you find a proper regulation for hate online, it would undoubtedly be in demand elsewhere.

Successful permission marketing using the example of push notifications

With permission marketing, the users addressed decide that they want to receive company messages. The channel plays an important role here, and push notifications are a new option here.

Smartphone chat notifications concept


Messenger WhatsApp or services such as Facebook, Instagram, and Snapchat have fundamentally changed communication: Smaller “communication snacks” are in demand, but with a higher frequency. Everyone is also struggling for attention on this virtual stage.

This also increases the demands on marketing communication: it should appeal, inspire, inspire, involve, and establish an emotional connection. Above all, it’sits about increasing customer loyalty. In my view, permission marketing is an excellent tool for this.

What is permission marketing?

In principle, permission marketing is an old hat, which marketing guru Seth Godin already shaped in 1999. He was already guaranteed that traditional forms of marketing, such as TV advertising, i.e., invasive or disruptive marketing, would lose effectiveness because consumers want more control over the information they consume.

Consumers want to decide for themselves from whom and via which channels they receive content. According to Godin, the company must “earn” accordingly to get in touch with the customer. And: there must be the possibility to be able to “unlatch” again at any time. In this way, consumers received valuable news for them, making them feel connected to the company. 

“Permission-based marketing is the privilege (not the right) to send expected, personal, and relevant advertising to people who want to receive it.” ” –  Seth Godin

Permission marketing recognizes the new power of consumers to ignore marketing. At the same time, it includes the idea that respectful treatment is the best way to attract attention. Because “real” permission differs fundamentally from the implicit or behavioral agreement, as is typical but illegal practice with cookie consent. 

This is not the only reason why permission marketing is back in fashion. The most significant advantage that permission marketing has over traditional forms of marketing is the higher engagement rate. After all, a permission marketing campaign is about maintaining a long-term relationship based on trust. It is not aimed at achieving immediate results, but rather at winning regular customers and strengthening brand loyalty.

Permission marketing is not aimed at achieving immediate results, but rather at winning regular customers and strengthening brand loyalty.

The newer permission marketing channels, therefore, combine the style of private exchange with professional marketing communication. This opens up the chance of a more intense bond between customers and prospects through more conventional and modern approaches. Every marketing professional knows that interested people can be more easily moved to specific actions. Because the engagement is high, the conversion rates in permission marketing are higher than in other forms of marketing.

Additional advantages:

  • Increase in success: With permission marketing, companies reach those who expressly request it. This automatically increases engagement and conversion rates.
  • Strong customer loyalty: With permission marketing, companies can advance their content distribution and bring users back to their website. 
  • Legal certainty: With consent, many data protection problems no longer play a role. 

Permission marketing through push notifications

Permission marketing is often equated with newsletter marketing. Email and SMS marketing is still thriving but complex to implement and not always the best choice. In my view, push notifications as a contemporary form of in-app messaging have great potential.

There are four types:

  • Web push: On a website, visitors can agree to receive messages. If this is the case, you will then receive news directly on your (lock) screen. Clicking on the word takes you to the target page.
  • App push: For many notifications from apps, a connection via API to back-end systems makes sense. For example, information about travel bookings and the like can be sent. Also, any actions in the apps or more extended inactivity can trigger such notifications.
  • Messenger push: WhatsApp uses 58 million Germans every day. Unfortunately, the messenger can hardly be used for advertising marketing communication. Therefore WhatsApp Notifications are only interesting for 1: 1 interaction and targeted messages such as reservation confirmations or appointment reminders. The same applies in principle to Facebook Messenger. 
  • Wallet Push: With Wallet Push, the website invites iOS visitors to add a “News Card.” After adding the card, recipients can receive messages. At the same time, the wallet card can be updated with offers, codes, and much more. It is also possible to add QR codes, loyalty functions, or geo-fencing. It is reasonable and sensible to use wallet push and web push simultaneously on one website.

Special case wallet push

Wallet push is of particular importance for another reason: after all, iOS users cannot be reached via web push, but this group makes up around 20 percent of the mobile market. Depending on the website, the proportion of users can be significantly higher, for example, 30 to 40 percent.

Wallet Push also proves to be a valuable marketing tool in stationary retail. After all, retailers are finding it increasingly challenging to bring physical bonus cards to men or women. If this is done digitally, there are new advantages. For example, it is possible to have the messages appear automatically on the lock screen at a specific time or a specified location, change their appearance and content, and send push notifications. The wallet provider can trigger the update of the card and the associated messages.

These notifications are an ideal tool to keep customers up to date and provide them with targeted offers. They can also be used to remind you of appointments or to send personal messages.

Examples of a push notification on a laptop and a smartphone

Push communication: advantages for consumers and marketers

In general, more than 10% of all consumers now agree to push notifications – and the trend is rising. This is not the only reason why technology offers many advantages for marketers:

  • One-click is enough: In contrast to newsletters, customers do not have to enter personal data such as email addresses. A simple confirmation is enough. For this reason, the opt-in rate is particularly high. 
  • Immediate communication: Push messages are transmitted immediately and directly on the screen. This reduces the risk of going under and not paying attention. This results in high opening rates of 90 percent. In comparison, emails only reach 25 percent.
  • Traffic boost: Relevant push messages have the potential to increase the traffic of websites significantly. 
  • Budget-friendly: In contrast to ads, SMS, or messenger services, there are no costs for sending or clicking.
  • High conversion rate: Push messages to achieve click and response rates, just like the best times for email newsletters.
  • GDPR-compliant: Since no personal data flows, marketers do not have to worry about the General Data Protection Regulation. 

Best practices for setting up web push campaigns

Web push notifications can be created and sent quickly. However, they require a well-thought-out plan for maximum success, i.e., the highest possible recipient base and consent rate. The design and continuity of the appropriate shipping frequency are just as important as the relevance and attractiveness of the individual notifications. 

Planning should begin by considering which exact goals are being pursued with push notifications and how to push marketing should be integrated into the overall communication and content strategy. This includes an audit of existing and planned content from all other marketing channels such as newsletters and blogs. Do you already have a content production and marketing action plan? Then this should serve as the basis for promoting the content and actions contained therein with push notifications even more.

Whether B2B or B2C – numerous notification occasions and hangers can be found for every industry. Here are some ideas to take advantage of the full range of options for push notifications:

  • Notices of new content such as blog articles, white papers, videos, etc.
  • Invitations to participate in events such as online seminars or store openings
  • Product and assortment news: For software and cloud services information about new releases, eCommerce notifications about new, re-available, currently trendy articles or top sellers.
  • Promotion of special offers and discounts

Some event occasions for which notifications are available are apparent because they are directly related to the sender’s core business: the upcoming Mother’s Day for flowers or the impending onset of winter for tire dealers. However, with a little imagination and ingenuity, many other occasions are conceivable as hangers for notifications: from the birthday to the time change to the lunar eclipse. It is important to note that the event and information must always match the product or offer and its users.

The keys to successful push notifications

Subscribers can expect useful, relevant notifications such as educational tips, exciting news, or attractive deals. At the same time, the recipients want to be addressed emotionally. Different announcements that arouse curiosity are easy to grasp, refreshing to read or helpful, and scored particularly well. Also, Humor often comes good.

Here are more tips. 

  • Timing: The opt-in invitation should not appear immediately upon entry, but only after a short period (a few seconds later). An additional call via exit-intent shortly before leaving the website can be a successful strategy to keep in touch with users. Last but not least, the opt-in can also be linked to order, registration, or the like. In general, it makes sense to play out the opt-in dialog on as many pages as possible and to only do so on individual pages, such as the career section of your website.
  • Time: When addressing private individuals, Saturday and Sunday noon have proven to be particularly successful periods for sending messages. In the business environment, however, Tuesday to Thursday, early in the morning or in the evening, are more promising. It is recommended to test different days and times to find the ideal times for push messages.
  • Dialogue type: By default, the opt-in invitation is placed on the actual website. So the user can only continue surfing when he interacts with the element. Other overlay options for opt-ins are message bars that appear above or below the website and therefore do not cover the actual site and sliders that enter from one side. Opt-in triggers can also be integrated into the pages themselves as an element.
  • Optical design: Ideally, dialogues should be adapted to the look & feel of the website or your corporate design.
  • Textual design: There are two basic strategies for texting, which also affect the graphic options: either a more factual text that is very much based on standards of browser dialogs, or a deliberately more creative approach that comes across as high advertising. In general, however, the following applies: short and concise sentences with a clear call-to-action are preferable. It is also essential to highlight the advantages for users.
  • Incentivizing opt-ins: It is common in e-commerce for newsletters: visitors to the shops are offered a discount voucher when they register for the newsletter. Such an additional incentive for opt-in is also possible for web push notifications. 
  • Freedom of choice: It is also helpful to let the user “subscribe” to decide on which topics or occasions he would like to receive information and not only to accept this based on the tracked behavior. This is particularly important when there is a very complex bouquet of offers. 
  • Personalization: With permission marketing, companies address people who are interested in their products or services. It can, therefore, be assumed that the news is highly relevant. Personalized content that fits the current position within the customer journey or the person’s interests and preferences is particularly attractive. Personalization is particularly capable of increasing the utility value by sending offers and tips to match the items you are currently viewing or buying.
  • Variety: experimentation is required both in the design of opt-in invitations and in the news. The range is also needed for events and content. It’sIt’s not just about bargains, it’also sits about entertainment, a look behind the scenes and much more. 


Push notification marketing is the channel that creates a direct path to users. Used correctly, this form of permission marketing promises rapid integration, high conversion rates, and increased customer loyalty. It is essential to understand that segmenting subscribers and customers into different areas is vital nowadays due to different interests.

Those who know their target group, understand them, and send proper notifications to combine valuable content for the target group with their marketing messages—a win-win situation for companies and customers alike.

7 Linkbuilding Myths Debunked – A Beginner’s Guide to SEO Bridge Building

Anyone interested in search engine optimization (SEO) and wants his side in the search results is very far above, and sooner or later, the topic link building . Link building has almost 8 million effects in Google search. If you don’t feel like clicking through the mass of information and looking for an excellent introduction to link building, you’ve come to the right place!

In this article, we want to explain understandably what link building is, why it is so important, which factors play a role and resolve seven widespread link building myths.

In a nutshell: what is link building? 

Link building, or link building, is assigned to the OffPage optimizations in search engine optimization (SEO). OnPage Optimization encompasses everything from content and structural Optimization to technical adjustments. OffPage Optimization, even if the name suggests otherwise, still has something to do with the website. But it’s about external factors and things that don’t happen on your website. 

The goal of link building is to get as many good backlinks as possible. With a backlink, another domain refers to your website using a link (strictly speaking, this is called the hyperlink ). In the figurative sense, a bridge is built from one domain to another for users and Google. The more backlinks you have, the more bridges there are, and so there are more ways to get to the website via different bridges. Users and Google find their way to your site more efficiently and more often.

Unfortunately, link building is not that short and sweet, but a very complex topic. Rightly one wonders what a good backlink is, how this form of SEO bridges comes about, and whether it is best to support the development actively. But that’s another story, and where we want to stick to the link building basics and the backlink myths circulating on the net. Lots of details about backlinks there is, for example, the SEO tool Sistrix. By the way: Because a Sistrix contribution has been linked here, a bridge has already been built, and Sistrix has received a new backlink.

Why do I need a link building? 

If you imagine that websites like small islands float in the sea of ​​the Internet and that backlinks like small bridges connect these islands, you already have a rough idea of ​​why link building is essential. 


When many bridges, from different islands, point towards your own, it is easier to find – both by users and by Google. Because both use links, both internal and external, to move through the Internet. It is much more challenging to reach a desert island because the connections are missing here. Once a few bridges have been built, the way to the island is much more comfortable. 

A small example: You are planning a vacation in a big city and read a blog post on how to spend your day in this city. A café is mentioned, linked, and makes a good impression. Click on it and land on the side of a cafe that you might not have found through Google search. Such a bridge looks like this in the HTML source code:

<a href=”https://www.cafeimurlaubsland.de”&gt; The best café in your holiday country </a>

The link, surrounded by anchor tag <a> […] </a>, contains the linked URL. This URL is the destination (hence the destination URL or link target ) that you will reach when you click on it. The link text (or anchor text ) is the text that you click, and that describes the link target.

Another factor why link building is so important is trust. Because if a page is often linked, Google can assume that it is also a desirable target. This page contains what it promises because the linked pages confirm this. Also, “good” sites tend to link to other “good” sites. The SEO Beginners Guide of MOZ explains this as follows:

“Through links, engines can analyze not only the popularity of websites and pages based on the number and popularity of pages linking to them, but also metrics like trust, spam, and authority. Trustworthy sites tend to link to other trusted sites, while spammy sites receive very few links from trusted sources. “

But that shouldn’t be overrated either, because backlinks are not the only and not the most critical factor that Google uses to rate a website. The evaluation of the sites, taking into account the incoming links, is used by Google as PageRank designated. This is an internal rating by Google, which cannot be viewed because the PageRank is no longer published publicly. 

The origin of the PageRank metric can be explained using the example of a scientific paper. If another article is cited in a renowned paper written by experts in this area, you can be sure that the paper cited is a good source. It is trustworthy and relevant. The more often an article is cited by excellent other documents, the stronger this impression is. Such a quote is comparable to a backlink. The more backlinks created from good sources, the more trustworthy and relevant the linked page is, and the higher the PageRank rated by Google.

Link Building Foundation – The Google Guidelines 

Now it is naturally tempting to collect as many links as possible simply. Until the penguin update from the Google algorithm, this was a widespread, but foul, tactic. The aim is not to use the much-help method, but rather to set up useful links. Useful links are also relevant to the user. What helps you with the travel preparation in the text section to the café a link to a casino in an entirely different country – absolutely nothing.

Overview of the guidelines 

The  Google guidelines for webmasters and the guidelines for link exchange programs When it comes to link building, they primarily deal with backlinks that influence the PageRank of your page. Simply put, these are backlinks from extreme sites. This restriction clarifies that these are guidelines and not general rules that are mandatory for every backlink. These guidelines can be summarized as follows:

  1. Do not participate in excessive link exchange programs. This works according to the motto link me; then I link you! Here, added value and the context of the backlink creation are missing.
  2. Do not buy or sell links that come from pages with higher PageRank for money, products, services, or in exchange for other relationships.
  3. Only link content that offers the user added value and also makes sense.
  4. Don’t overdo the keywords. Anyone who runs a café and links it in forums with ” Example name café Café sample city best café sample city” which exaggerates.
  5. Do not use misleading anchor texts.
  6. Use only visible links that everyone can find. For example, invisible links are white text on a white background or zero font size links.
  7. Do not use automated services that create links to your site. 

These guidelines have been drawn up by Google. In practice, many cases contradict these guidelines. For example, buying and selling links is often ordinary. Such a violation of the Google guidelines should always be treated with caution! 

In general: Naturalness wins. 

If you compare the following section with the rest of this article, you can see without content what naturalness does not look like in link building :


A strikingly large number of links is set for such a short section; the anchor texts are concise, the penultimate line doubles with a smaller version. There may also be a version of this line that is no longer recognizable. Of course, there are always exceptions. Nevertheless, be careful with everything that does not seem reasonable to you.

Opinions differ about good and bad backlinks. 

Several factors determine whether a backlink is valuable or not. At this point, it is slowly becoming difficult for SEO beginners because some elements have to be measured and analyzed with tools. The report of how many backlinks you got from other websites also requires a tool and contains different metrics. 

To put it simply, it can be said that the following factors play a role in a good backlink: 

  • The linking page can be found in the Google index – also in the Google search results. 1
  • The site is rated “good” by Google. 2nd
  • The linking page offers unique content and appears high quality. It does not consist of blank pages or copied texts. 
  • The linking part matches the link target and is therefore relevant. 3rd
  • With a vast number of links from one side, you should be skeptical.
  • The anchor text describes the linked page appropriately and appropriately. 
  • The linking page links, as best as possible, from the text and not from the footer, which has little to do with the high-quality content. 
  1. You can check whether a page is in the Google Index by entering “site: http://www.domainname.com&#8221; in the Google search. This will show you all indexed pages. 
  2. You can see that pages are rated “good” by Google because the page ranks high in the search results. Another indicator is high scores of metrics that measure the site (for example, the MOZ Domain Authority or Power * Trust from LRT).
  3. Useful links are links that are also relevant for the user. Here again, the holiday example comes into play: You are looking for a café in your holiday country and have found a website with travel tips. Describes this page in a section of restaurants and links to them, this is a relevant link. If cafes are described, and casinos are linked, this is not the case. The linked page should also match the content created. One should lead the reader to helpful other sites and not too unexpected goals. Critical to the relevance of a backlink: The website to which a backlink is created does not have to deal with the same topic as the website from which the link is made. The linked part should fit the place where the backlink was set. 

What hats have to do with it 

Anyone who deals with link building quickly comes across the terms White HatGray Hat, and Black Hat. This is where hats come in – does that have anything to do with SEO?


It did because these terms describe the method that SEOs use in the area of ​​search engine optimization. 

White Hat SEO complies with all the rules set by Google. Black hat SEO includes clear violations of Google’s guidelines. Gray hat SEO is between white and black hat – some guidelines are followed, there may be rule violations, and there are methods where it is not clear whether they comply with the rules. Gray-Hat tries to interpret the Google guidelines differently, creates more freedom of action, and is classified as borderline. 

What are the limits to link building? 

Google’s guidelines for quality in link building, which have already been mentioned in the section Link Building Basis – the Google guidelines, are the benchmark for the evaluation. While a white hat and black hat are recognizable methods, the gray hat is often borderline and difficult to assess. The methods used are not directly prohibited (otherwise, they would be classified as black hats) and are rarely warned or punished by Google. The plans are discussed a lot on the Internet, and it is often a subjective assessment whether a gray hat method is still acceptable or is going too far.

Two Gray Hat SEO Examples Briefly Discussed 

To illustrate the differences, two examples from the link building gray area follow :

  1. Optimize anchor texts too much for keywords  – Of course anchor texts should best describe the link target and help the user. It is not surprising that keywords appear in anchor texts for which a page is to be found on Google. But if you overdo it and fill anchor texts with keywords (or overfill them) and set a whole series of these links, you are in a gray area. You should pay attention to here: Do not always use the same anchor text and not link each keyword in a document. 
  2. Link yourself  – Those who comment on forums and answer questions also have the option of linking useful sources in their answers. That, of course, includes your website. In most cases, this is perfectly understandable and fine. But if you spread your website in a big way and write forum posts without useful content and instead with many links to your page in many forum posts, you are again approaching the gray area. However, if relevant information is passed on to users that contain a link to further content, this is not in the gray hat, but in the white hat area. 

Here is a simplified example: To the forum question, ” I am looking for a flower shop in Cologne that you can book for weddings ” in a local Cologne forum, the answer ” Nice cafés in your holiday country! ” With a link to http://www.cafeimurlaubsland.de is irrelevant. The answer ” You will find an overview of flower shops in Cologne with tips for planning weddings! ” With a link to http://www.blumenschmuck.de/hochzeit/dienstleistungen-köln, ” it is relevant and offers the valuable user information.

Of course, you are on the safe side with the white SEO hat and natural link building. This creates a backlink from a useful page with many users and provides valuable content to your page. It is thematically appropriate and helps to expand the content on the other website. Natural link building arises if both sides meet the perfect link building requirements and offer everyone involved the highest possible added value. John Mueller (Webmaster Trends Analyst at Google) answered the question of how to deal with link building

“In general, I’d try to avoid that, so that you’re sure that your content kind of stands on its own. And make it possible for other people too, of course, link to your content […]”.

With this, he emphasizes that in his view, natural link building is the best way, and active intervention should preferably be avoided. The answer to the question is in the video of the Google Live Hangouts to find just before the end.

7 Linkbuilding Myths Uncovered 

After all the basics and guidelines, things are finally getting serious: The link building myths are exposed! 


Clicking through the topic of link building as an SEO beginner primarily means a mass of information. A few myths have set in overtime, which we would like to clarify here, quite simply. 

  1. Those who get links rank at the top 

Unfortunately, it’s not that simple, because links alone do not ensure top positions in Google search. The Google algorithm takes into account far more factors, and backlinks are not the most important. Also, in almost all cases, you are not the only page with links. Competing sites with better relationships to do better in comparison. Nevertheless, backlinks are still relevant. 

2. Only links from top sites get me ahead. 

If you only follow excellent metrics in link building, you will miss out on a lot of opportunities because even pages that appear less well known can assign valuable backlinks.


  • Very new sites rarely have particularly useful values ​​because they are simply too “young” for them. Therefore, of course, they have no less potential.
  • Lesser known sites also have users. As long as the link is set meaningfully, every single user who comes to your page via a backlink is valuable.
  • Some pages deal with niche topics and are only relevant to Google in a particular topic area. If the linking page with your question fits your page well, this backlink has a high thematic relevance and is therefore very valuable. 

If you want to explain the connection between metrics and backlinks, you can find an explanation on backlinks from sites with a low domain authority at MOZ. So you don’t have to worry that pages with less ethical values ​​can damage your page through a backlink. Especially not with a single link. In certain situations, a high number of low-quality backlinks can be harmful.

3. Avoid links from directories. 

This myth holds up pretty well. The main thing here is that there are pages that only consist of an eternally long list of links. Since these links have no added value, the backlinks are also worthless. Excluding all directories, therefore, makes little sense. A contribution about the best cafes in holiday destination XY,  which lists and links all recommended cafes in a section, is a backlink with content and meaning.

Forums are also often understood as a directory and thus as a “bad” backlink. This is because forum backlinks are almost always “no follow” – more on that in the next point.

4. “Nofollow” must not be 

With the attribute “no follow,” you distance yourself from a backlink and tell Google that the link should not be followed. So there is a bridge, but Google doesn’t go over it. This is a good argument that these backlinks are not good, but only one way of looking at it. Because for users, these links are in no way “no follow” – the user does not notice the difference. Thus, “no follow” links can bring valuable traffic to your site.

5. By setting outgoing links, you lose “Linkjuice.” 

This is where the assumption that if you refer too much to other pages is distracting from yourself. It’s like giving your fame to others by linking to other sites. At this point, you often read that the so-called link juice thereby lost. Some SEO studies even show that creating backlinks is positive can impact.

6. An anchor text without keywords is not an anchor text. 

It is rumored that only links with a lot of keywords in the anchor text do anything. On the one hand, keyword-optimized anchor texts are against Google’s guidelines. On the other hand, the situation cannot be assessed across the board. An anchor text can, as Google expert Matt Cutts confirms, also use synonyms and paraphrases – a completely normal part of everyday language. Then the anchor text contains absolutely no keyword but is well designed for the user. Another factor here is the mixture of different anchor texts: If all anchor texts are only aimed at synonyms and not at your keyword, this can be a problem. If it’s only part of the backlinks, there’s nothing wrong with that.

7. Backlinks from pages that don’t seem relevant hurt me. 

Relevance is an essential factor for a good backlink, that cannot be denied. If you look at which pages link to your own, you shouldn’t prematurely judge backlinks from pages from other niches. Anyone who runs a café and a suitable website not only gets backlinks from the area of ​​food & drink. This could just as well be travel blogs or websites with nutritional tips if they match the menu. Topics such as furnishings or location can be addressed just as well, perhaps the building is historical, or the café is particularly child-friendly. Also, such a restaurant can be visited and recommended by a wide variety of people with a wide range of blogs. As long as the context is right, topic differences are not relevant.

The end of the SEO bridge 

The first SEO bridge would be built – with essential knowledge and without any myths. Link building is and remains a complex topic. Hopefully, this article could help you get started. 

SEO for Online Shops – The Monster FAQ!

You have an online shop, and you have questions about SEO? Then you are right here! Welcome to the Monster FAQ on SEO for Online Shops.

Basic questions

If you already know your way around, feel free to skip these questions. But I tried to shed some light on aspects that not everyone knows. Maybe there is something for advanced users too!

How does search engine optimization work for online shops?

Phew, there is usually a lot to do. But to put it roughly, you try to achieve several things:

  1. Your shop should be accessible and legible for Google. Google (or any other search engine) needs to recognize that it’s a shop and what products it sells.
  2. The shop should deliver the best result for the user on this topic, i.e. also give the user exactly what he was looking for.
  3. The shop should have a good reputation online. This works mostly through links from other useful websites. Google also evaluates other signals such as social media and the like.

What SEOs do now is to improve the online shop on these three points. Everyone does it differently. And everyone sets different priorities. While some swear by link building, other shops optimize technically such as page loading speed down to the last detail. Still, others focus on the content of the website and offer the user the best experience. Since it is an algorithm, there are several ways to get there. In the last few years, the first final points felt to have become more critical, the first point lost relative to the others. You should always keep an eye on all three to get the best results.

Is search engine optimization prohibited?

No. Neither Google nor the legislator has anything against search engine optimization – on the contrary! Google even wants you to make your website more readable – this will make your work more comfortable, and the search engine will find good results faster – which will help users and ultimately make them more satisfied with Google.

However, some techniques violate the so-called webmaster guidelines. For example, if you artificially procure links (for example, by bribing other webmasters with money instead of getting real recommendations to link to your website, you can book advantage for yourself in the short term. However, there is one at Google own team that takes care of exposing these techniques. If you get caught, you may be deliberately downgraded a few places or even flipped entirely out of the Google index so that you may be accurate accomplishes the opposite of what you want.

Apart from this, techniques such as the purchase of links and the setting of links in forums for advertising violate the Unfair Competition Act (UWG). Since you don’t want to show Google that you are buying links, bought links are rarely awarded. Unfortunately, many search engine optimizers – especially agencies – still buy links today. This works mainly because of the principle “Where there is no plaintiff, there is no judge”. If you do something big here – as is currently the case with Instagram influencers with unmarked advertising – then the link buying industry is in bad shape.

How long does it take for my online shop to have good rankings?

To make it short: It depends a lot on the market environment, the desired keywords and your website. Generally speaking, SEO is a matter of months to years, not a matter of weeks. There are some techniques – such as optimizing titles and descriptions – that can affect very quickly (i.e. in a few days or weeks). But if you want to gain trust with Google with a brand new domain, you should plan for a long time. However, initial successes can be visible very soon – especially for niche keywords that do not have a high level of competition.

Why does SEO seem so crucial for my shop?

For most websites, SEO is one of the most cost-effective channels for high-quality visitors – despite the work that you have to do yourself or for which you have to pay an agency or a freelancer. You get targeted visitors with SEO who googled for “Buy blue hiking pants XL”. Anyone who offers such hiking pants (and has matching pants and a beautiful online shop) will have a good chance of buying them. Many high-quality visitors can only be obtained via Google Ads. Google Ads is excellent too, but usually costs more per order (compared to SEO). That doesn’t mean you shouldn’t book Google Ads – most shop owners run SEO and Google Ads at the same time.

But you don’t have to do SEO. Some shop operators rely 100% on Google Ads. Others go full offline marketing with flyers and Co. That also works, and SEO is just one channel out of many.

If you want to sell a product, also consider whether you don’t want to just do it on eBay, Etsy or Amazon? The fees there are high – but you save the costs of an online shop, marketing (mostly) and many other things. Likewise, SEO doesn’t make sense if you have a completely new product that no one knows about yet. In that case, nobody is looking for your product because nobody knows that it exists. Here, however, it makes sense to optimize for relevant terms and keywords in the environment of your product, for example, the “problem” that your product helps with, rather than the product itself. A company magazine and content marketing are ideal for this.

How much does SEO cost?

The question “What does a website cost?” Or “What does a car cost?” Is similarly simple. It all depends on what you want to achieve and where you start. Do you sell puzzles online?

The following models exist – the more SEO, the higher the costs, of course:

  1. You can completely implement SEO yourself.
  2. You can do most of the SEO yourself, with a programmer and SEO consultant at your side.
  3. You can give SEO completely to an agency and programmer.
  4. You can hire an in-house team for SEO, i.e. one or more permanent SEOs who do nothing but SEO.
  5. You can hire an in-house team for SEO and have it supported by an agency. This works with them and is available as a sparring partner for essential questions.

The whole thing is, of course, not static. Successful online shop operators often go all the way from 1-5 (over many years). 

How do I find a reputable SEO agency for my shop?

I find this question incredible because it is so often on agency websites. The answer is then as neutral as possible, whereby towards the end of the solution, it becomes clear that your agency is the only one that uses the Rankingbooster3000. But seriously: It is incredibly difficult to see from the outside how good an SEO agency is. Most of the time, you can only see from the outside how professional the sales department is. Even I often do not know how well or poorly other agencies work until I am brought up with one or the other. And also then you should be careful because opinions are often very subjective. Just because the work at one agency’s client was catastrophic does not have to apply to all of the agency’s other clients and vice versa.

I have been doing SEO for 12 years, and two methods can reliably help you find the right agency:

  1. Inform yourself beforehand in detail about the topic of SEO and know your way so far that you can assess the statements of your counterpart. The more knowledge you have, the less you can fall for dubious offers and the more you can identify which agency suits you best. Ask the agency of your choice if you have holes in your stomach – the more, the better! The principle also applies to craftspeople, car workshops, doctors and any other service provider.
  2. Ask acquaintances, friends and colleagues if they can recommend someone to you. Unfortunately, this is not the panacea, because sometimes spam techniques work well for your friends and they recommend you to someone who is not dangerous. Therefore tip 1 is much more effective. Another good advice is to take your friend/acquaintance into the conversation with the agency. So you learn what your acquaintance values. Incidentally, this also works great when buying a car with a friend of my car mechanic. 

How is SEO success measured? How important is visibility?

There are a lot of tools that give SEO points, show visibility and with which many SEOs work. The best known are SistrixSearchmetrics and Xovi . These three tools regularly monitor millions of keywords, assess their value and use them to calculate an index that then reads like a stock chart. This can be important for an initial assessment of a domain – or when comparing different areas in the same industry. However, the values ​​are an approximation and sometimes do not say much about the actual SEO traffic.

The visibility of various SEO tools shows the actual SEO traffic only to a limited extent

You can ultimately make the most reliable statement about SEO success if you use your web tracking tool (e.g. Google Analytics) to check how many visitors come to your shop via SEO – and how many of them buy. What you need are more acquiring customers about SEO – no SEO visibility. The Google Search Console is an indispensable tool for determining which terms visitors use to come to your website and where you appear on Google.

Can I do SEO for my online shop myself?

Of course! Why not? Especially when you are at the beginning of your business, you often have no money for an agency. The alternative is to read yourself in and then take action yourself. So if you have the time, there is nothing to be said against trying it yourself. By the way, this is how I came to SEO myself. My t-shirt shop did not have enough visitors and a forum member in a shop operator forum advised me “Try it with search engine optimization”.

Of course, it will be the case that you don’t use the levers that a professional would use from the start. This means that you make wrong adjustments or invest a lot of time in things that are not worth the time. So in my first days as SEO (in 2007) I wasted days on an XML sitemap. At some point, I realized that firstly there are sitemap generators and secondly that sitemaps are not so important. Only one thing: If you don’t have time for SEO and no money to pay someone else to do it, it looks terrible.

Questions about online shop technology

Which shop system is best for SEO?

I hear the question quite often. It is like this: you should choose your shop system according to what other functions you need. Basic SEO can do most just fine. SEO is often more about the template (i.e. the design) than the system itself. My advice is: get a system that is as widely used as possible. There are usually right SEO extensions for this, and you also ensure that updates continue to come. Also: good web agencies only work with sound shop systems. ShopwareShopifyMagentoGambioWooCommerce– these are widely used systems. You should do detailed research, only then choose a suitable method. At least shop systems work “off the shelf”, most require adjustments to your individual needs.

Small “quick-and-easy” solutions may help you get started quickly, but changing a shop system later is usually very expensive. Therefore, I would always rely on one from the start that is easily expandable.

When do I start with SEO in my shop?

You should get an SEO specialist on board as early as possible. The best time is when it comes to the basic design, and you have already considered the categories for your shop. A basic plan should already be outlined (as a sketch), but the SEO can change that again for usability reasons. He can also question the categories after performing a keyword analysis. Another possibility is that you create the shop and then have an SEO overlooked before going live. Here, however, there is a high risk that you will have to knock down a lot. I would do it after choosing the shop system, create a dummy without a design and also a sketch of the shop – and then wait what the SEO says about it.

What should my URLs look like?

One thing that is often screwed up at the beginning is the shop URLs. Google wants thematically arranged directories, so you have achieved that well. Of course, you should only introduce subcategories if they make thematic sense so that you can structure them well. Think of your categories a little like a guide in the department store – how would you design one? And what would you put in which aisle and then on which shelf?

What is a good headline structure for online shops?

First of all, headings are not as relevant as you might think. The reason? Many web designers misuse layout headings so Google can’t rely on them. Depending on the page type, the product name or the name of the corresponding category should be defined as an H1 heading in your shop. Further small lines such as the article description, unique features and the like can then be in H2 entries. Under no circumstances should design elements in the sidebar or the footer be marked as headings – here the template designer should work with CSS and not with lines. 

How do I get to number 1 for my keyword?

There are very few industries where a single keyword is essential. For most of the shops that I optimized, even the most critical keywords were often responsible for less than 5% of sales. Conversely, niche keywords were relevant for 95% of sales. It is also felt that the more search volume behind a keyword, the more difficult it will be with the ranking. If you want to start wisely with SEO, then book Google Ads and see which keyword groups you use to generate good sales – and later try to achieve granular success there.

How important is page load speed for SEO?

Google has repeatedly stressed that page load speed can be critical. It is also confirmed that a fast-loading online shop leads to more conversions. You should have a quick loading page. But it is certainly not the most important factor, just one of many. Only because you load the fastest in your industry, you will not be in the first place.

Shop content

Do I have to enter a product description for each product and a category description for each category?

As smart as Google is, it is unfortunately, still a text-based search engine. As a rule, it makes sense that you create unique product and category descriptions. Do not use the one that the manufacturer provides for free. And conversely, please do not make them available for free price search engines. But yes: you need individual texts for your shop.

Can I use automated/standard texts for these SEO texts?

Of course, you can buy cheap texts. However, it is not advisable. If you have a large number of products and cannot afford the texts for so many products, you may ask yourself from the other direction: Do you need so many products? Prefer to prioritize your range: What are your most important products? Start with these and create good product descriptions for them that inspire the user to buy and that are optimized for search engines.

Many people will advise you about additional content. Why? Well, if Google has a choice of 50 different online stores that sell the same thing and have similar prices, they’ll put those in the forefront who go the extra mile and advise, inform, or maintain the customer. Your customers will also be happy if you don’t just provide an item description, but a tutorial on how to use the product.

What one understands by good content, the opinions of experts differ widely.

  • Videos
  • Good descriptions that answer my customers’ questions.
  • Instructions for your products
  • Examples of use
  • Excellent and large photos – the more visual the product, the more important
  • FAQs on shipping, ordering, delivery costs and returns.
  • A shop magazine that provides news about the products or shows insights into your company.
  • Helpful tips on your products.
  • Reviews from other customers about the product

I recently ordered a hedge. A glossy loquat “Dicker Toni” to be precise.

I ordered them from Pflanzmich.de. Plantmich.de is not a customer of ours, by the way, just for information. If you look at the product page, you may notice why I ordered there. There is a lot of detailed information about the product that I urgently needed. The excellent content here was about the growth rate or the height, and much more. The product text is very informative. Probably someone wrote it who had detailed information about the product. There are also so-called “master questions” at the bottom “- this is an APP that answers all sorts of questions about plants and gardens free of charge. In the meantime, that’s 31992 responded to questions – that’s quite a lot.

As a customer, I ordered there because other shops, particularly in the garden area, often only had scant information about the individual plants. What I like as a professional: Pflanzmich.de thinks up from the user. There you think about what the user needs and wants about hedges. I want to know how fast the fence grows and how high it gets. Unfortunately, 90% of the hedgerow shops do not answer that. So much for my hedge example. Incidentally, it has already been delivered and looks great!

User experience (UX) and shop SEO

Do you already know Google’s GrowmyStore? There you can have your shop tested for user-friendliness. From Google – for free. It is not unusual that the tool exists, but how it works. Automatically. The device not only recognizes how well your product details are described (see picture below), but also whether your pickup offers in the store or a flexible order execution in terms of express delivery. According to the FAQs, this works by searching for specific keywords. I am not sure whether Google also incorporates such results into the ranking, but it would be possible – too resource-saving and straightforward. And the engineers at Google like that. 

Google automatically recognizes whether your product details can be found quickly and described adequately.

How important is UX for the SEO success of my online shop?

Very important. If your users despair during the ordering process, your categorization is not user-friendly, and your shop is otherwise difficult to use, you can no longer win a flowerpot today. Take this sentence to heart, unfortunately, I have seen some otherwise good shops slowly dying. From a Google perspective, a website gets a good ranking if it serves its purpose well. The use of an online shop is to inform you about products, to present them well and to make them easy to buy. This works out!

How do I improve the user experience in my shop?

Three approaches are best made one by one, starting with the 1:

  1. There are specific basic rules that you should use in your online shop. Your logo is at the top left, the shopping cart and “Checkout” link are at the top right. You should check and apply these rules. You gain a lot with that. 
  2. You can put users in front of a monitor and watch how they operate your shop. You will learn a lot. This can be done quickly and inexpensively, for example with rapiduser tests.
  3. You can do AB testing. Here you present different versions of your website to different users. You can even do this for free with Google Optimize. 

4 simple steps so that your content ranks well in the search engine

Imagine that you have created excellent content.

You invested 20 hours, did a lot of research, and packed the findings nicely. It is a little masterpiece. Everything is perfect. Nearly.

With all the effort, you forgot one important thing: good old search engine optimization. By now, you should be convinced that SEO plays a vital role in inbound marketing.

Every inbound marketer should have a bit of space in their hearts for SEO.

So let’s take a look at why SEO is essential and what steps to optimize your content for the search engine.

Why is SEO important?

On the surface, there seem to be significant differences. But if you look at SEO and inbound marketing from different perspectives, you will see that they complement each other perfectly:

When you research for a topic, you do it from the gut or through market research (inbound). But you should also consider proper old keyword research (SEO). Further sources are also good for the consumer (inbound), but they are internal and external links (SEO) simultaneously. After creation, your content must be promoted. The best way to do this is via influencers and guest posts (inbound), but at the same time, you also get external links (SEO). Finally, take a look at the shares and comments and see how well your content performed (inbound). But the search engine rankings are also a good criterion (SEO).

You see, SEO and inbound marketing are a perfect combination. Whereby SEO is just one piece of the puzzle, inbound marketing without SEO would only be half as effective.

Therefore, you should always create content for people and then adapt it to the search engine. And you do that with the following four steps.

1. Research

You might think of search queries and competition when you think of keyword research and the keyword planner, to pure vital figures.

But you should take a vital thought step in advance. You should always speak the language of your target group. You should find out what words your customers use. Different target groups often use different names for the same ideas or concepts.

If you know your target group’s exact words, you can take a look at the key figures:

  • Search queries – Here, you can see how many queries there are for this keyword in a month. Make sure that there are enough search queries. A rough guideline is 1,000. But don’t drive yourself crazy, even a keyword with 50 search queries can be interesting if you catch the entire target group with it.
  • Competition – Here, you can see the game in AdWords for this keyword in most tools. With this, you can derive the game in the search results. Logically, the most attractive are many search queries and little games.
  • Trends – Trends is also an interesting point in the research phase. Google Trends sits on important data and can show you the seasonal popularity of a keyword or generally show whether there is an upward or downward trend.

I do quick keyword research for every content idea to get an impression of how popular the topic is and how difficult it will be to rank.

You can also use keyword research to find new ideas for topics that are important to your target group. Another helpful tool for this is KeywordTool.io.

2. Optimization

Here you have to make sure that Googlebot understands that your content is the desired keyword. The Googlebot is relatively intelligent, but you still have to provide it with a bit of context.

You do this primarily with the classic OnPage optimization. Pay attention to the following points:

  • Title Tag – Your keyword should appear in the Title Tag. Ideally, as close to the beginning as possible. Also, make sure that the title tag does not exceed 75 characters.
  • H1 heading – Your keyword should appear in the H1 line.
  • URL – Your keyword should appear in the URL. In general, your URL should be as short and descriptive as possible. Also, make sure that your entire URL is no longer than 90 characters.
  • H2 and H3 headings – If it fits, it can be an advantage if your keyword appears in the H2 and H3 headings.
  • In the actual text – Depending on the length of your content, your keyword should appear approximately twice in the exact wording. Frequently used related words can also help here.
  • At least 1,000 words – Except for content landing pages, we always recommend writing at least 1,000 words. Correlations repeatedly show that lengthier content ranks better.
  • Bold or Italic – Once your keyword is formatted in bold or italic, preferably as close to the beginning as possible, it can have advantages.
  • Image, alt attribute, and file name – You should have at least one image that contains the keyword as an alt attribute and as a file name.
  • Meta Description – Keywords in the meta description are not a ranking factor, but ensure higher click rates and, therefore, possibly more top rankings. Again, make sure that your meta description does not exceed 160 characters.

Another critical point in this phase is the linking. You or others certainly have content in use that continues to work on a topic that you have outlined. This helps your consumer, but also the search engine. So make sure that you have at least three additional links. We always have a lot more. If you set internal links, be careful not to overdo the anchor text. Always ensure a healthy and natural anchor text ratio.

3. Doctorate

Now the real work is just beginning. In general, you should always actively promote your content. A good guideline is 50/50. So if you spent 50% of the time creating it, spend another 50% supporting it.

Inbound marketing is a long term game. That’s why you should think long-term and build real relationships with influencers in your industry:

If you know a lot of influencers, you can always ask them for links, shares, or guest contributions.

Therefore, create an extensive list of all influencers and start building relationships slowly but strategically.

Another critical point is the topic of link building. You should get into the habit of asking for links regularly. You should build it into your workflow. For example, get in the habit of writing to 10 operators after each publication and asking for links.

It is also interesting to analyze the competition at this point. What does the already ranked content do well? What can you learn from them? With tools like MOZ’s Open Site Explorer, you can find out what your competitor’s link profile looks like and try to build a more robust profile over time.

4. Tracking

Finally, you should always keep an eye on your external links and rankings. After all, you need to know how well you’ve worked and whether you still need to improve, right?

You can use the external links e.g., B. also find out with the Open Site Explorer. But you have to start it manually every time, and the tool is limited to a few requests per day. To monitor the ranking, you can e.g., B. Use Rank Checker. But here, too, it is a bit cumbersome if you want to find out the current classification for your entire client. It’s especially tricky with a ranking history.

In general, it makes sense to create evergreen content. Over time, your rankings should slowly improve on their own, because you will always get new links and shares actively and passively.

What are the content landing pages?

Before we finish, one last thing. It is so small and inconspicuous that it is used far too rarely. But this little thing is the key to good rankings.

If you found a longtail keyword (e.g., “how do I eat a banana”) with little competition during the research phase, simply create content for it. But if you have found a short tail keyword (e.g., “banana”) with higher competition, you should take a detour via a content landing page.

Content landing pages are primarily simple pages that are optimized for a specific keyword. They do not generate their benefits directly but through their further content. Hub pages usually unite one topic. So you find z. B. on our content landing pages on the subject of headings, all new content. It also ranks quite well for that.

You will always link to this content landing page from internal as well as external sources. Due to the high added value of the site, influencers like to share and connect it. So you ensure that you can rank long-term with lucrative but highly competitive keywords.


You should invest a lot of time in creating content and always create content that delivers value.

But with all the effort, you must not forget the good old search engine optimization. SEO and inbound marketing are a perfect combination. Only then will you maximize your results and get an effective marketing strategy.

Let’s summarize the individual steps again:

  1. Research – Find an attractive keyword that is important to your target group.
  2. Optimization – Put the keyword in certain places to give the Googlebot context.
  3. Linking – Set further internal and external links that provide the consumer with even more added value.
  4. Influencers – Promote your content using influencers by asking them for a share, link, or guest post.
  5. Analyze the competition’s link profile and see if you can build a better profile over time.
  6. Tracking – Keep an eye on the external links and rankings and find content that could be improved and optimized.

You can accomplish these steps with the tools mentioned. Unfortunately, these are often only accessible to a limited extent or are very cumbersome.