Michael Leidl

🤘☀️10+ years of semantic SEO and digital brand building (E-E-A-T)👇 Today I discovered a session "Online branding for more visibility at google" I hold over 10 years ago in April 2014. https://lnkd.in/eM798nfN Here are some excerpts of this session: 🔍 Content marketing goals should be clear: whether for SEO, social media engagement, or PR, content quality is key to success. 🎯 SEOs historically influenced rankings through factors like backlinks and document properties, but modern SEO is more complex with the inclusion of user signals. 📊 User signals such as click-through rate (CTR) in search results have become crucial ranking signals, emphasizing the importance of compelling titles and descriptions. 🏢 Factors like brand strength and authority are not directly manipulable through traditional SEO methods but require broader marketing strategies. 🔄 Understanding search intent is critical for keyword analysis and content strategy, tailoring content to transactional or informational queries. 🌐 Semantic optimization aims to establish entities through structured data, content optimization, and enhancing information architecture. 🏆 Becoming a recognized entity with authority in specific topics involves gaining reputation signals such as mentions and citations, essential for branding in Google's eyes. 📊 Co-occurrence and co-citation enhance website ranking by associating with relevant thematic contexts. 🔄 Returning visitors indicate trust and site reputation, factors Google considers for ranking. 📣 Influencers help amplify content reach and establish authority, crucial for branding. 📈 Search volume and brand mentions in online media contribute to brand recognition and SEO benefits. 🧩 Sitelinks in Google search results indicate Google recognizes a brand, enhancing visibility. 🎯 Established brands enjoy higher click-through rates in search results, leveraging brand trust. 🌐 Brand recognition facilitates easier ranking due to accrued trust and authority signals. 🎯 SEO strategies must align with user needs and behavior, emphasizing user-centric content and experience. 🎯 Most traditional SEOs come from technical backgrounds rather than marketing or communications, posing a need for broader skill sets in SEO teams. 🌐 Usability and conversion optimization are critical for SEO success, while technical SEO tasks remain essential but increasingly specialized. These statements can be found on every best practice list today. Back then, very few SEOs were concerned with branding (later E-E-A-T), user signals (check out Marcus Tandler ;-) and entity-based semantic SEO. This presentation was before Google introduced E-E-A-T in version 5.0 of the Quality Rater Guidelines in 2015. I would repeat all the statements from this presentation 100% today, but with much more grey hair and some kilos more. That is not a matter of course in such a dynamic industry.

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Do your 𝗯𝗲𝘀𝘁𝘀𝗲𝗹𝗹𝗲𝗿𝘀 𝗹𝗼𝘃𝗲 𝘁𝗵𝗲𝗶𝗿 𝗹𝗼𝗻𝗴𝘁𝗮𝗶𝗹 𝗻𝗲𝗶𝗴𝗵𝗯𝗼𝗿𝘀 as they love themselves? With this strategy, 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻: We're sure you know it (and might very well face it right now): the dreaded 'Longtail Dilemma'. Decathlon Austria encountered exactly this problem with Google's Performance Max (PMax) campaigns: the algorithm focused on top-selling products, neglecting many with high potential but low historical data. This imbalance not only stifled the growth of lesser-known products but also misaligned with Decathlon’s strategic goals, especially prioritizing their own brands. 🔎 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 "𝗹𝗼𝗻𝗴𝘁𝗮𝗶𝗹 𝗿𝗲𝗹𝗮𝘁𝗶𝘃𝗲𝘀" 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲 𝗔𝗜 Predictive AI? Sounds kinda fancy, doesn't it? It's actually surprisingly simple: By examining the 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝘀 𝗼𝗳 𝗵𝗶𝗴𝗵-𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀—such as brand, price range, product type, and seasonality—this predictive AI model identifies products stuck in the retailer's 𝗹𝗼𝗻𝗴𝘁𝗮𝗶𝗹 𝘄𝗶𝘁𝗵 𝘀𝗶𝗺𝗶𝗹𝗮𝗿 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝘀 and thus a strong potential to convert. 𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀: • 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗵𝗶𝗴𝗵 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗲𝗿𝘀: The predictive AI takes a granular look at your bestsellers to find the secret sauce that makes them successful. • 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝘀: It then dives into all the details, looking at diverse product metrics like brand, price range, seasonality, and more. • 𝗙𝗶𝗻𝗱 𝘁𝗵𝗲 𝗰𝗹𝗼𝘀𝗲𝘀𝘁 '𝗻𝗲𝗶𝗴𝗵𝗯𝗼𝗿𝘀': Using these insights, the AI identifies similar products that haven’t yet had their moment in the sun. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗯𝘂𝗱𝗴𝗲𝘁𝗶𝗻𝗴: Then, campaign budgets are allocated to these overlooked stars to give them the attention and budget they deserve. 💸 And 'does' it work? 𝗬𝗼𝘂 𝗯𝗲𝘁! With this strategy, Decathlon achieved: • 𝗕𝗮𝗹𝗮𝗻𝗰𝗲𝗱 𝗲𝘅𝗽𝗼𝘀𝘂𝗿𝗲: Hidden champions were brought to the forefront. • 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁 𝗯𝘂𝗱𝗴𝗲𝘁 𝘂𝘀𝗲: Resources were allocated to products with high potential. • 𝗦𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝘂𝗽𝗹𝗶𝗳𝘁: +22% revenue and +52% ROAS year-over-year. This strategy didn’t just diversify their product mix; 𝗶𝘁 𝗮𝗹𝘀𝗼 𝗮𝗹𝗶𝗴𝗻𝗲𝗱 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗹𝘆 𝘄𝗶𝘁𝗵 𝗗𝗲𝗰𝗮𝘁𝗵𝗹𝗼𝗻’𝘀 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗴𝗼𝗮𝗹𝘀. 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗼𝘂𝗿 𝗶𝗻-𝗱𝗲𝗽𝘁𝗵 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆 and find out how Decathlon achieved unprecedented growth by strategically harnessing the power of predictive AI. 🔗 https://lnkd.in/dg_X5RsC #ecommerce #AI #predictiveanalytics #marketingstrategy #Decathlon #longtailstrategy #digitalmarketing #ppc

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Our CEO Lara recently sat down with HORIZONT to discuss the big shift AI is bringing to the marketing world. Klarna’s announcement of a 25% reduction in agency costs by 2025 has the industry buzzing. Their move towards AI-driven marketing and advertising strategies is pushing traditional agencies to rethink and innovate. Lara shared her perspective on this change, emphasizing that innovation and adaptation are key: "Agencies that fail to recognize the new opportunities and changing needs of clients will eventually disappear from the market. Innovative agencies will continue to benefit, and new players will emerge – and that's a good thing." We have always believed in disruptive change. AI is the obvious next step. Check out the article by Margaux Adam in German here. #Innovation #AI #Marketing #Advertising #PulseAdvertising #AgencyLife #FutureOfMarketing #Leadership

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Check the latest podcast with our founder and CEO, Marco Götz for TextilWirtschaft & Silke Emig In this conversation, he delves into topics such as current challenges impacting the industry, and strategies for navigating online and offline channels while maintaining professionalism. #drykorn #drykornforbeautifulpeople

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According to the latest Nielsen Advertising Trend in Germany, Out-of-Home proved to be the fastest-growing genre among traditional media in the first quarter of the year and DOOH accounted for an impressive 60% of this growth. Roadside Digital Out of Home increased by 23 percent in Germany. 

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#Uber #Advertising: Die nächste Stufe von #RetailMedia: https://lnkd.in/dqnY7dgR a) #Highlight #Stories:   1. #UberEats advertising allows #restaurants to influence #food #purchase decisions when users are hungry and undecided (2nd order: increased #order variety and volume; 3rd order: more diverse restaurant #partnerships)   2. Uber is expanding to #retail #delivery, unlocking new advertising #verticals like #CPG #brands (2nd order: increased basket sizes; 3rd order: new r#evenue streams)   3. Uber envisions the car as the "next big living room" through in-car advertising and entertainment (2nd order: new ad inventory; 3rd order: changing #ConsumerBehavior in transient locations) b) #KeyMetrics:   1. 2 minutes of #user #attention per 20-minute Uber #ride   2. 8 hours per week for the average #American spent in a #car    3. Over 500,000 #advertising partners on the Uber #platform   4. Uber available in over 70 #countries    5. Over 150 million monthly active Uber users #globally c) #Recommendations:   1. Leverage Uber's first-party data for personalized, #ContextualAdvertising    2. Combine #branding & #awareness #ads during rides with transaction/conversion ads on Uber Eats   3. Invest in emerging "#mobility #media" ad offerings like in-car #tablets and journey #TVs d) Funny tidbits:   1. Recounting the "logout page" being a prime ad spot when checking #email via #web #browsers   2. Referencing being in #SouthAfrica recently and using Uber to get to vineyards   3. Joking about returning "home" to present in #German about advertising

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❓ How are leading fashion retailers using MMM to measure and optimize marketing ROI? We recently had a conversation with Maksim Iavorskii, Head of Marketing Intelligence at Peek & Cloppenburg. We covered several topics related to Marketing ROI measurement: 💡 Why is Peek & Cloppenburg using MMM to optimize marketing ROI 💡 Attribution vs MMM 💡 Continous ROI measurement vs. One-time projects 💡 Pros and cons of "In-house MMM" vs "MMM Saas" 💡 Learnings from implementing MMM 👉 Link to the full video in the comments!

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I love this sales and marketing strategy #accountbasedmarketing - it’s a part of the #inboundmarketing philosophy and we enable you with the help of HubSpot, straight. and my idea of #smarketing #alliance ✨ powered by #AI #achivemore 🧲🥊🎯

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Retail Media Update: Yesterday, the Bundesverband Digitale Wirtschaft (BVDW) e.V. released the first Retail Media Landscape! 🚀 As one of the leading AdTech providers in this segment, focusing on digital offer communication and drive-to-store measures, we are excited to be part of the landscape. This project was created through the joint efforts of over 100 companies spanning the entire value chain, including retailers, advertisers, technology providers, as well as established publishers and agencies. 🤝 The Retail Media ecosystem overview aims to guide and reassure market participants throughout Germany. By outlining the Landscape, the BVDW has categorized the Retail Media sector to foster a shared understanding of this intricate market. Thank you to Bundesverband Digitale Wirtschaft (BVDW) e.V., Dennis Götze and Irina Schmitz for their dedication to this topic and for achieving this important milestone, making the Retail Media market more transparent 💥 More information about the landscape and Retail Media can be found here: https://lnkd.in/gvYd_fCT #retailmedia #digitaladvertising #retaillandscape #retail

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✌️☀️Guiding themes, Superpowers, Basic values at Aufgesang GmbH 👇 #leadership Together with our extended management team consisting of management, heads of staff, team leads and team coordinators, we at Aufgesang have redeveloped our guiding principles, superpowers and core values ​​as an agency. It is important that these are supported by the entire team so that everyone lives them in everyday agency life. That's why it makes no sense to impose fundamental values ​​and leitmotifs on a company top down from above. Guiding theme: This value is our personal main motivation and determines our professional work. Superpowers: These values ​​enable us to fulfill our guiding principle and be successful. Basic values: These values ​​form the basis for our good cooperation and the satisfaction of our customers. What are your values or your company?

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Last week, I had the incredible opportunity to participate in the Google Cloud Summit. From cutting-edge advancements in cloud computing to practical applications of AI and machine learning, the summit provided a wealth of knowledge and fresh perspectives. I am grateful to have been there and to catch up on new learnings! 🌐 #GoogleCloudSummit #AI #MachineLearning

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#𝐓𝐞𝐬𝐭𝐢𝐦𝐨𝐧𝐢𝐚𝐥 𝐟𝐫𝐨𝐦 𝐨𝐮𝐫 𝐜𝐥𝐢𝐞𝐧𝐭 𝐢𝐧 𝐆𝐞𝐫𝐦𝐚𝐧𝐲 💌 A couple of weeks ago we had a webinar in Germany where we did a deep dive in a nano influencer campaign. Rabea Gräfe from Galderma talked with Daniel Schneider and Alina Bilan about a Cetaphil campaign from last year. One major key factor of such campaigns stood out: during our campaigns the nano influencers are able to try out a full size product during a longer period of time, which helps building an informed opinion. 🙌🏼 👉🏼 The german webinar you can see here: https://lnkd.in/dnchAMCw And if you want to know more about nano influencer campaigns, feel free to contact us. 🖊 #nanoinfluencer #influencermarketing #cetaphil #galderma #humanizemarketing

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𝗦𝗻𝗲𝗮𝗸 𝗣𝗲𝗮𝗸 𝗼𝗳 𝗚𝗼𝗼𝗴𝗹𝗲 𝗛𝗮𝘂𝘀 𝗮𝘁 𝗢𝗠𝗥 🚀 One more day until OMR 2024 in Hamburg! 🤩 We're excited to welcome all of you at Google Haus - Karoline 45 tomorrow and Wednesday. 🤝 Stop by to learn all about Google AI, Google Ads, YouTube and more. 💥 Questions? Feel free to reach out. 💬 #OMR #GoogleAI - - - 🔔 Want to read more? Follow me Maximilian for regular posts and updates on #digitalmarketing, #lifeatgoogle and #career in tech.

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Do you like Nutella? 🌰 Our CEO Matthias Riedl does and he still remembers a good TV spot 📺 from back in the day. Here is his checklist for successful TV commercials: 1. Clearly identify the target audience’s problem. 2. Stand out from the competition. 3. Highlight the benefits clearly. 4. Use a pseudo-expert to convey credibility and create the impression that Nutella is as healthy as salad. Result: Nutellaformance or Nutella ROAS and a best-case Brandformance. If you want to make your advertising contacts more effective with a stellar creation, feel free to reach out to Matthias directly or contact DCMN. #Nutellaformance #Brandformance #Creation #DoChangeMarketingNow

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Anzeige// Die Kunst der datengesteuerten Entscheidungsfindung 📊 Wie holen Brands das Beste aus sich und ihrem Produkt heraus? Und welche Rolle spielt dabei Quentin Tarantino? Das erklärt Janina Mütze, Gründerin und Geschäftsführerin von Civey, in ihrem DMEXCO Gastbeitrag. Unbedingt lesen: https://lnkd.in/eMhdtB89 English: https://lnkd.in/e3ncc55y

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It's time for a change of coach!! During the #EM24, 83 million Germans will once again become national coaches, judging the performance of every person on field. So, it’s time we all show off our inner coach in its rawest or most fashionable manner 🤩🫥🤣💗🙈😭🥵🙏🥺😱🤤 JvM Neckar created an #AI-driven tool for EnBW that generates a photo of yourself as a coach: As a BundestrAIner*in 🙌 The #AI is powered by JvM Stables, our very own generative AI model, trained with 30+ years of creative excellence by the Jung von Matt CREATORS. Simply upload a photo of yourself, select your personal #BundestrAIner*innen style and share your image on Instagram, TikTok & Co. Add the Hashtag #TeamEMBW plus the Add Yours sticker and you are in for a grand home viewing event or an iPad Pro.   But first: Have fun with our very own agency BundestrAIner*innen squad.️ 🥳⚽️ Click the link in the comments to channel your inner coach now! #TeamEMBW #gameday #trainerwechsel  #jvmneckar

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The OMR 𝗙𝗲𝘀𝘁𝗶𝘃𝗮𝗹 is coming closer! 🤩 Join the Kleinanzeigen x Dartagnan Masterclass on May 8th and discover 𝗵𝗼𝘄 𝘁𝗼 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝗮𝗻 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗲𝗺𝗮𝗶𝗹 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. 👉 Apply now for OMR masterclasses and side events: https://lnkd.in/edXx3pqE Did you know that email marketing can increase the results of your sales and customer loyalty strategies by 40 times? With over 30 million users per month, Kleinanzeigen.de is one of the most well-known marketplaces in Germany and is driven by the desire to improve the user experience. In this use case, you will discover 𝗵𝗼𝘄 𝘁𝗵𝗲 𝗗𝗮𝗿𝘁𝗮𝗴𝗻𝗮𝗻 𝗧𝗲𝗮𝗺 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝗲𝗱 𝘁𝗵𝗲 𝗞𝗹𝗲𝗶𝗻𝗮𝗻𝘇𝗲𝗶𝗴𝗲𝗻 𝘁𝗲𝗮𝗺𝘀 in easily deploying their new graphic charter, 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗶𝘁𝘆, 𝗿𝗲𝗱𝘂𝗰𝗶𝗻𝗴 𝗖𝗥𝗠 𝗯𝘂𝗱𝗴𝗲𝘁 𝗰𝗼𝘀𝘁𝘀, 𝗮𝗻𝗱 𝗶𝗺𝗽𝗿𝗼𝘃𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗧𝗶𝗺𝗲 𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁. More autonomy, more creativity, more responsiveness: boost the performance of your customer relationship through your email strategy. 👉 Find out more: https://lnkd.in/dwDuCk_b #OMR24 #EmailMarketing #DigitalMarketing #Kleinanzeigen #CRM #CustomerRelationship #MarketingAutomation

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𝗜𝗗𝗛 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗿𝗲𝗽𝗼𝗿𝘁 𝗤𝟮-𝟮𝟬𝟮𝟰: 𝗧𝗵𝗲 𝗘𝘂𝗿𝗼𝗽𝗲𝗮𝗻 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗮𝘁𝘁𝗿𝗮𝗰𝘁𝘀 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 ⚽ 📈 The Digital Retail Communication Initiative (IDH) led by marktguru Deutschland - ein Unternehmen der ProSiebenSat.1 Media SE, Bonial Germany, and Offerista Group, published its IDH consumer report for the second quarter of 2024. For this purpose, 3,020 people across Germany were surveyed on the topic of the European Football Championship to find out what consumers desire and how the retailers and the market can use this momentum. And this huge sport event, that takes place in Germany from June 14 until July 14, gets the consumers excited: 💡 Already 𝟰𝟭% of those surveyed 𝗮𝗿𝗲 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿𝘄𝗮𝗿𝗱 𝘁𝗼 𝘁𝗵𝗲 𝘁𝗼𝘂𝗿𝗻𝗮𝗺𝗲𝗻𝘁. 40% of the participants plan to watch European Championship matches in any case, another 40% if it comes up.   💡 𝗠𝗼𝘀𝘁 (𝟵𝟭%) 𝘄𝗮𝗻𝘁 𝘁𝗼 𝘄𝗮𝘁𝗰𝗵 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲𝘀 𝗮𝘁 𝗵𝗼𝗺𝗲, 𝘄𝗶𝘁𝗵 𝗳𝗿𝗶𝗲𝗻𝗱𝘀 𝗼𝗿 𝗳𝗮𝗺𝗶𝗹𝘆, while 18% want to watch in restaurants, 15% at public screenings or in fan zones and 6% live in the stadium.   💡 79% of those who want to watch the matches also plan to 𝗯𝗮𝗿𝗯𝗲𝗰𝘂𝗲. Thereby, meat products are by far the most popular. Other popular products are 𝗰𝗿𝗶𝘀𝗽𝘀, 𝘀𝗻𝗮𝗰𝗸𝘀, 𝗮𝗻𝗱 𝗯𝗲𝘃𝗲𝗿𝗮𝗴𝗲𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻𝗱 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗮𝗹𝗰𝗼𝗵𝗼𝗹.   💡 Three quarters of those surveyed have already noticed 𝘀𝗽𝗲𝗰𝗶𝗮𝗹 𝗼𝗳𝗳𝗲𝗿𝘀 𝗮𝗻𝗱 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀 around the EURO. When it comes to 𝗯𝘂𝘆𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 related to the championship, 12% would buy them immediately, while for 60% of respondents it 𝗱𝗲𝗽𝗲𝗻𝗱𝘀 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁.   Dr. Marc-Etienne Geser, 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿 𝗼𝗳 𝗺𝗮𝗿𝗸𝘁𝗴𝘂𝗿𝘂 𝗮𝗻𝗱 𝗰𝗼-𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗼𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗥𝗲𝘁𝗮𝗶𝗹 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗜𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 explains: "The European Football Championship is one of the sporting events that offer retailers and brands special attention and visibility among consumers. However, it has also been shown that the relevant awareness and the corresponding engagement only fully develop shortly before or right at the start of the tournament. Those who want to achieve a maximum share of voice in the buzz must coordinate their content and the timing of their offers and campaigns.” 👉🏼 Check out the Press Release for more insights: https://lnkd.in/eiaJqxDj

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