FICHTENHAIN #1: Local SEO (Sünden) mit Thorsten Loth und Patrick Grunwald
hello and welcome to
spruce hain the expert talk for digital growth a welcome to everyone
here in our studio and of course also to everyone at home on the web we are happy
that we will be there again spruce hain we are broadcasting here from the
district of krefeld but the title is there not only for the district but
ultimately also for sustainable and digital future-proof growth
because the digital transformation is the topic that we also
want to discuss in our expert talk because we all know companies and large small
corporate are facing many new challenges related to the topic of
digitization always look at the topic from the point of view of the communicators the
marketing directors the managers and these are also the topics
we are addressing here that we want to discuss today my name anne gfrerer i can accompany you through the talk here today
i have been a department head myself for the last ten years communication in
different German hen company taken over or is now responsible for consultants
on the subject and I am also working at the university in innsbruck
I am particularly looking forward to the topic of local seo today because I think it is a
particularly exciting topic so it is about
search engine optimization why i find that so exciting on the one hand it is also
very clear seo or search engine optimization is an issue to be
there with the customer where the customer is actually currently
looking for something that means you no longer have to get the customer enthusiastic about the product itself
yes actually already there at the same time we also know and studies
also show that if you are not at the top i.e.
At the top of the ranking then
you have lost anyway so everything that is on the second google page is then no
longer really exciting you also need it as a company really an
seo strategy and we have also seen that the topic of local is becoming more and more
important because where do people buy either the recommendation management of
families of friends or also locally insofar as local seo is a great
opportunity but also a great challenge for the company
one imagines again one has 20 locations wants to maintain them on five platforms
how all this is supposed to work and how it is in the practice works
today we invited two exciting experts whom i would like to welcome we warmly welcome
thorsten loth, managing director of om fire a
seo agency thorsten and we had patrick grunwald from c&a
you are the senior seo manager at c&a also a warm welcome
thank you i would like to introduce myself briefly thorsten seo agency you
founded the agency in 2012 before that you also dealt a lot on the company side but also as an
agency side you dealt with the topic of online marketing performance marketing
you take care of international national customers
strategic seo but also does operative seo You also program lectures on the subject yourself you are also a seo expert through and through and have
also specialized in local seo so
thank you very much for being here today thank you very much patrick c&a an exciting company
you have developed a seo and local seo strategy you are responsible for
a team with five people and you have twelve countries in which you have different
locations that you coordinate across europe..
Exactly, we have twelve
country shops.. you coordinate the interface a bit between marketing it and
the whole topic of content and technical art..yes you've been
on the road for a long time, your master's in e-business is also called 2014, so we're very happy that you
're here today, welcome to you.. we want to get
started right away with our talk, of course we're happy to take questions here from the
audience and from the web if you have any questions for the two experts
, just send them to us via our channel un d we will
also talk about it later and at the beginning i would be interested
first question also patrick for you c&a started with this local seo strategy
why why was the topic important for you
so i just brought a few slides with me and the
reason is simple, that means we started because a lot of problems
arose because we didn't really go into this topic or
only looked at it in part.
Local seo has become very, very important
in recent years and you can see it in this slide now where did
we come from we had a page where all stores in germany were
listed all c&a and stores they were just listed with the address
and phone number no opening times nothing at all
and you can actually see the result here on the next slide we
had a high number of customer complaints across all platforms,
whether by phone w ar via facebook via e-mail programs or otherwise.. because they couldn't find you? exactly partly the best example we
seem to have lost a store somewhere in karlsruhe the customer couldn't find it we
also faced the challenge of how do we announce when we
convert a store how do we announce special opening times how do
we announce store promotions and and and what then simply led to this rethinking at c&a
or, to put it better, pushed this topic further and further up
one has to make a decision hey we now need
a long-term strategy and a clean solution from the data and how
do we communicate this data to the customer and just two more examples of
what we were dealing with once again we are looking for krefeld in the old
store finder and i see stores from the netherlands in the
other example a store has strayed to the coast of africa simply
because we…
New business areas .. exactly you can see how you want simply because we have no
plan or clean process at the beginning h In the course of this local seo project, we tidied everything up and first of all created a clean data
structure, exactly
hear about it again right away how it works in
practice thorsten we asked you maybe you can give
us a bit of an overview at the beginning like a little intro local
seo what potential does it have from his point of view how has the
user behavior changed changed and how you look at the topic..
Yes, well, we
have the classic desktop search, where it's all about being found, of course
, as always, but we have different processes,
which means, for example, I go there in the classic search and enter something on my laptop
a keyword then maybe I'll search again have a look I've found my product
I've found my service recher maybe then
we'll look at the prices again etc. and maybe come back after two days after
a week then compared then either go to the shop or
just order the things online the challenges with local seo are
just a lot shorter that means i'm standing
somewhere in town with my mobile device or i'm on the road, stop..
Is mobile mostly used? mainly mobile that's why
we always have mobile first like at c&a of course also so it just focus that
the site works mobile and is optimized i enter it and have it
almost immediately my result is just super fast in that case that
means i search and i I can say right away okay I would like to
go to the shop at that point or maybe I would like to buy it online after all, especially
when you look at it that meanwhile 34 percent of all
searches somewhere in the first third have to have a local local content, so I have to do it there
just be there, especially since studies say 50 percent of the people who
have sent off a local search then go
into the shop accordingly.. the purchase probability is relatively very high according to our
numbers, I would even say it is more than 50 percent,
depending on it where you have positioned yourself strategically the problem the problem
or let's say the challenges at the GES chichte is
that's just so that's we have a duty and a choice and in the mobile search
I say that is an absolute duty that means if someone
enters something now I was looking for a drugstore in Krefeld as
you can see in the slide it's like that there i think i find this
drugstore i find it first but with the start page so that
means if we look at the food chain again there is actually somewhere there
come to the start page i have to look there again where is the branch locator where
can i find it then maybe my location again,
then at the very end I only have my result and then I should have been at the
top with the local pages, such as in the example of c&a.
Because I want to know at that moment when they
open and how I can call there where I can get my information
, we also take other traffic that can be positive or
negative, but in that case I have m al watched what do I find in the first
results that are not on the start page here I just find the usual buys
that like the recipes there are just a lot of and at the moment I ca
n't influence getting those played out there in that
case, for example the brochures of competitors market companions
are displayed and in that case I say that is the one on the main traffic so if someone
is looking for a brand plus destination then they want the accessories that I had
actually already decided then and that means I have to
take place there at the same time, that means then talking we google my business and talk like local
search i.e.
Organic result google my business maybe you can say very briefly in one sentence what is that exactly why it is practical to be found
locally at the top of the ad by the google portal so
we have these typical overlays right there again just relatively high up above the fold google
just says ok i found and this egg I can maintain applications accordingly, I
can store my data there, so google my business is actually a must for every
company that wants to be searched and found locally
I just made a
screenshot here from trends that is in the case of 2014 where you can see earlier it was
still on it was searched locally it was searched a bit differently that means
earlier you sometimes went here the destination with in
the type in the search slot say pizza cologne hairstyle cologne something like that and you can
already see these inquiries have increased today the user has also gone a
bit further because he knows if i enter my cell phone hairdresser then my cell
phone actually knows where i am then it plays it for me results the regional
results in my vicinity so here too there is a clear increase that the
local result is played out at the location So the addiction trend is
clear, especially since it is also really actively used when we
talk about google business or local seo, we also have more than the actual
directions, the result, but we also have the
reviews that I see at the same time..
Reviews? the ratings so i see i go the hairdresser is 800 meters
away but he has a rating of 4.5 so maybe i can
go there and then it's about closing the food chain there too that
would be like in the case of c&a these things stop also really collect
use merge in the context where you
are talking about food chains we will also hear about the ropro effect again
maybe you can briefly outline what it is all about.. exactly that is
actually something classic so that I stop online so that i
search online i.e. research online purchase offline search
online basically it was already told to him at the beginning with the classic desktop
search look make comparisons and in the end i go to the
shop to advertise my article to use a service
however you have to say the plays a major role,
however, it is a strategic approach, that is, if we stop at the
strategy we already decide of course we want to send the users into the shop,
whatever the goal, we can also say strategically we want to
send the online shop, so that basically means it also works backwards,
because let's say I work on the local page with the with the advertising material where I
say now there's 20 percent off or I may
have my shop link up there very succinctly so that the users can see it and
use it at the same time if you work with products I say or
product availability is also an issue we've already talked about
spoke and says the product may not be available now, but you can
get it in the nearest branch or then buy it online and get
a voucher with it, you can work strategically with it..
How is
it at c&a, do you also have this strategy that he says search online
offline in the shops or vice versa or both set up again..
basically our goal is that the customer is satisfied that means
we always use the store finder, which we already have,
to show a highlight there. we go into the individual
ranges seasonally or at least try to explain it to the customer
hey you can park for free within this store
you have wheelchair access and try to give him help so
that he knows what to expect there on the other hand we say of
course even if a great campaign is taking place online why should
n't we play in the store finder as well as specific campaigns
on the individual store to show and display pages simply so that the
customer gets additional incentives now we have just heard everything that is
important about the topic of local seo if we now take a
look at the practice again using your example at c&a you already have patrick
outlined you have done a lot there you have really become a pioneer there
topic maybe you can show a little bit what
did you change or what were the effects after you introduced local seo
..
Exactly what you have to say about that we had for
internal communication we used exactly this sorry but only
another language and we introduced a very
pragmatic before-and-after comparison
, i.e. i googled c&a krefeld beforehand i just found out i only have third-party providers
at the first two places then you somehow came up with the online shop
and then at the very end came the actual branch search page you can also see it here very nicely now the snippet text or the text below the
ad is not optimized that means you see some parameter
somehow incomplete for customers the customer doesn’t know so it
’s really the store in krefeld that i search or not
and we couldn't technically do all that before today with the solution from om
fire or the With the whole Local seo concept , we are not only in first place
but in the first two places with her
you can no longer
really speak of a visibility deficit but actually of the visibility explosion
you also have photos I see integrated exactly we then also voted
that we from from as many stores as possible get great pictures to take with
them that means the customer sees the picture and then sees it again on the store facade
that also counts for the ranking, I think, or do photos rank higher than just text? Especially since we also learned from each other
here, so we also had to coordinate it closely what can we play where
does the content come from, database etc.
And that that is one thing, for example
, will you work with images , the user simply works
that way, it gets clicked better that's why the click rates are so much
better the gmb google my business results maybe also
facebook pages or others and i think in the first three weeks
we saw that things turned around how
we climbed we noticed the first things that the
stores weren't being called that often anymore so ask when are you actually
open are you open for sale on sunday that's all gone down
systematically en and really the rankings have
steadily climbed up within three weeks. It
is of course also exciting when I introduce myself as a company I want to
do something like that
a role like the topic is set up so professionally, so in that
sense i'm relatively lucky that i found advocates relatively quickly in
management because it's of course a super interdisciplinary
project, which means we went to our marketing colleagues and agreed with
them what the stores need to do pay attention to how the pictures
should be cropped what needs to be considered there because advertising on them with
best case of course none we talked to it
hey what do you have to provide om fire what do we need and of
course there were actually two larger ones
projects I worked with om fire on this seo optimized store finder
live and the other one a colleague of mine took and
basically just cleaned up the data there and made the data clean,
which means he was in lively exchange with the different country
organizations to create a clean data basis in order to
train people how they have to be entered into the system and
everything that has to be taken into account when it comes to the topic that means centralized decentralized
had also been decentralized the story manager himself commissioned to insert the data
or how did you do so you have a central database
in the quasi decentralized from the individual store manager the data
can be entered that goes as far as opening times which are then updated until the
next bar events special opening times special features
we are having a session talk now in
soling that is now in the store finer because the customer knows when
it is taking place it is under special and that can be gepf by the store manager himself
basic things we have runs through all customers that we
just have to make sure that this database works we can do simple
things we can practically repair or normalize ourselves so if
the problem is always the person so if you just have the store manager
there they the telephone number on the occasion writes +49 or only at the leading one that
can be normalized but the basic database
should just fit so that it can be played out accordingly also because of the
lab consistency that we will still have in it later what we have just heard
there are various factors which also play a role in that you are also
lowered high just like photos but also the topicality the topic
page speed also plays a role speed that is indeed a
relatively big topic so we're not just talking about it here
only local search
engine optimization but generally search engine optimization google mö Really, if you do
n't believe it sometimes, the best result from playing, it's not just
about the keyword coming on the page before the page is nicely
optimized and the domain have a certain importance, but it's
also in the real usability things and when I take a look I took other chain stores
here and actually
packed them in this official google page speed uhl consciously always use the
official tool google has it is important that the time is fast that’s why
they built this tool and you can simply check our
status from 0 to 100 how fast is my site here you can see this red
red marked with 28 points sometimes that means that i
just have to wait 15 20 seconds longer to get my content the
man moment increases has the terribly clicks back with us because I
don't wait that long the average user doesn't wait at all w eat so
in the best case is these advantages of a second you say the existence
most far from the case c&a we have optimized it so
that the content is static the html the images disguised perpetrators so
that this usability approach i have my result immediately then it
works if you look at it optically compared here with a
market competitor so it just elapses time we have now measured here
from when do you see visible content and
if it is now that i just can’t see it at all
i have white screen somewhere then i go back so then
i lose the people at that point i have to build something up
yeah sure thats a brutal example now i have somewhere in the 3g
connection in the bad worst case you still have it if
you dont in the wifi or truck on the road if you look at it ten
seconds with a loading time of ten seconds i have plus 123 percent with
us traders bounce rate that's what you want of course at the point
I see here from what we just heard patrick
maybe ask you again local seo is not a topic that you
can start somehow but there are various factors that you
you have to take something into account that i think you will continue to cultivate
or how do you see it how long you have been working on
it, of course you have to that we have now learned after almost
one and a half years of working together it is always a process
requesting and maintaining and playing out the right data and simply
making sure that it arrives correctly in the system the fire can only
work with what we offer you and logically you can now also
consider what are sensible extensions for my current solution
we have found did it as a test phase to see how the range was
doing and we really did found that
both the customers and the store managers find it extremely important to show
what sort of range they have, that means we want to change your purpose from excel,
which i kind of tinker together to a standardized upload process,
that's all work, of course, but basically you should be
aware of who first needs a solid basis and then can
and should also think about how I can
expand this basis and in the future give my customers even more positive experiences to
order them would be, for example, what we have built is
there is also some kind of logic for seasonality that means if you are now
looking for it I had also checked and said here oktoberfest so it is
already over but lederhosen krefeld something like that I want to be found then
really assortment to brenken so practically blindly in connection with
destination spa super easy the court against google
maybe with the start page or something like that but what we try to do then also play
seasonally spring summer these are extensions so you can
always think about it again and again measure the numbers compare
what works what converts so yes
in that case this online marketing performance marketing is yes
no black box right now i have all these numbers and can regulate and
control them how do you give it basically makes sense if you want to start your project now locally you
always have to analyze
it so in that case i would even say i'm sorry But that
actually applies to the large chain stores, which means it doesn't matter whether I have
100 branches or 2 or a first case, I look at the site
, that means I have a target page for my my local results at all and
then we just saw the google pack speed test everyone can,
I would say, test it with home remedies in the first
step t this page what is that fast enough for example then this
google mobile test works the mobile for the most part mobile queries
just throw through and then says this google mobile tests does not
work does not work because the gechinger syndrome the links are all too
one after the other and that is not clickable or the nice thing is that it's
after numbers google google says here that's about it then of course it's
also about strategy about goals what do I want in the ranks especially when we have this
this area of traffic and now i 's burning and burning is the goal that means
what do i have a collection what can i maybe offer the user in
the book in the case where i say the parking lot is around the corner to the left or
what i can play and then as i said measure measure measure so
that you can see somewhere how many I sent people to the branch how
many called I'll get the number then actually measure and
what not what is possible a so we all get all the
data we can get because we are in the sport so the classic is of
course now from googlemail business or from the local pages how many people have pressed
this button on their cell phone because calling
it is a classic you can you can measure it as if you have it you can
maybe even switch your own number for it
and of course there is description directions is a clear
indicator that he probably went there everything that has to do with
tracking there is of course always difficult for us with German
data protection and so on there will probably be more to come,
we might also be waiting for a few more solutions in the context of what
were the most exciting learnings for you, where he
says the whole process of optimizing the appearance, in order to be ranked high up
, we just saw you are now lowered whether, so to speak, in first and
second place what happened then sic h the most exciting or what were
the experiences or do you say we really made a leap
or learned that we have to do it this way and that the most exciting
thing I would say is that for this amount of data actually
already the the whole time we just didn't have them on
our screens, so we didn't know beforehand how often someone
pressed the description button on this path and derived causalities when
a larger store event takes place when a new store
opened when a store was remodeled people will call more often people will call
less often simply this sheer amount of data that we can now evaluate
we now have structured access to this review tool and can now
easily see how often a store is rated whether positive or negative win and that
is just direct consumer feedback that's exactly thank you that's super
free you have it you just have to extend it there somehow we are now able to
do that and of course you can use all of this feedback to draw
further lessons for marketing , whether it's performance or
branding learning you simply have a lot more data from which you can learn something
and of course you can now also
continue to use and expand strategically this is of interest to the customer what was
he looking for and what are we working on right now what do we get out of this
learning and what can we really integrate standardized processes
now this topic has
a content dimension local you have heard the whole content but also a technical
dimension the topic of keywords is dropped again and again
maybe you can say something about it what is relevant because of the
rankings sorry to come here also separately in the obligation
and free choice so what should always work what Most of
the time, the relatively static question about the city, brand plus
destinatio, also works n but you have to talk a lot in advance when it comes to keywords
, that means what is the range
we mentioned briefly already payment options on site that's
local so right with knowing beforehand if I can pay there with my visa
if it there is a parking lot if the entrance is handicapped accessible so what that means
so you play something like that at the point put the holder keyword focus
over it is of course also just disappointing if someone
doesn't find something then what they were looking for so I'm just looking and how
trachtenmoden for oktoberfest doesn't find that on site and there are no children
something so it just has to be coordinated and then it can also be found in his
store there is something else that is important from his point of view on the subject of ranking that
hasn't been addressed yet or was it them essential factors so
i think i think it's the interaction of the disciplines we have this this this
app consistency through at the beginning briefly cabin tt stands for name transform
relatively simply, google sees which data is maintained where, that
means I have my local page, I have my data on it, my
phone number, address, etc., and I have my entry for it, and I might
even have different entries now
we also talk about google all the time or on these facebook pages and
google just sees the links on a page we have they are all consistent
with the same data and so i move my page accordingly
and of course it works there are also many many more factors also the linking
structure is the basic index here was that but there are a
few factors and then of course the the normal factors from the from the seo
world that i hold the title has writes what is that what is happening there and
google could clearly read that that was just mentioned facebook
since the comparison now again google search and facebook page s how
do you see that what is more important so that the most important thing i
see in the traffic i actually only want to register brutal ones that bring me something
that means we don’t go the way
that we register 200 100 directories and then that is better but
what interests me is how much traffic do I send in my
shop or do I send to the online shop or really to the branch and then
I take those that are found that means if directory xy simply has
no visibility and then they don't send me any
meetings either, so that means everything is really based on quality and not on quantity and
I would say that my one top 3 then probably already so
google for is at google about it would already be angle makes in
organic traffic and wherever around 10% outside you should be able to use it
and but I think google is the one on which you also know
yourself what you google that you ho I think purchasing should always focus on
google first because it's the easiest to fill in whether you
're a chain store or a retailer or it's the easiest man it's
free and it's done very quickly actually now it's often confused
maybe patrick you can still do it let's explain briefly that we now
have seo, but there is also very precisely i very recently the maintenance as well as
o is almost everything you have from content on your site and so manages
to lower google at very i have a budget switched
one ad and this ad is then displayed at the top and that is
actually the main difference with very i don’t need any content
but i set a target page i define a keyword book this
keyword with google and the ad is displayed again with seo i have to
convince google since that's deserved to be at the top and of
course we're talking about the fast locally too, that means I can yes or say yes
exactly i can say this is my branch and i would like my ads to be placed within a
radius of two kilometers around it and because i really
only want to address these people i would like to get them there in my shop now
so you would also see local and then recommend them in combination
or as in any case while we try to combine the disciplines in general
, that means we learn and maybe from
a very classic campaign how we optimize the campaign, which is good where we have to be
well positioned, but then local targeting is something we do
that when it goes well and i have additional
leverage so we do that in the campaigns and then combine the
discipline that means reputation management local blessed
local very precisely and the strategic orientation
that we have already mentioned google my business several times maybe
we'll talk about what's possible there there are also opportunities to bring in
content and how mobile business
works there works exactly as can be seen in the slide so everyone knows this
typical image so search engines next
and if we talk about google when it comes to business it’s an absolute must because you
can already see it from the coverage, yes, how much that has shown in
a screenshot, that means that’s a must again,
but I would also look at it holistically, that means we’re talking about
device reviews, in your case, it was also difficult to give a story of the
order of magnitude to control reviews in the sense of customers in a convergent way
, collecting them decentrally and
then being able to answer them centrally is also a matter of service level, etc.
and those weren’t all the options that gmbh offered at the point,
but I also have the local post das, for example
I guess that means that that's the logic poster, can I go and say I have I just want to
advertise something here as an example for Fichtenhain I can say there is
news there are events offers or products then I can log into google
knowingly and can create a post about it so like a blog post is
then displayed as a present, it's crazy that's free until
google had enough numbers for that i don't know maybe more half something
between half a year a year improve me exactly a pity it's still so i we
hope for a solution so far you can only do it via the interface
if you have a maximum of ten branches However, you can always do it manually,
sometimes there are already the first numbers from the rental car area where this curl of consolation
really clicks better than all the apps on the other hand are
free
stories so works great is well accepted by the user is
ko Stenless so you can also try that on a small scale now so it's just animal
not planned yet but these are exactly
the possibilities I mean how can this be meaningfully expanded should the api be
activated for everything thirsty in the event of an accident relatively quickly The phone is
ringing, I would like to have it, so it's already being used in some
cases.
There are even companies where I've heard that it's because it
converts so well that someone then sits down and does it manually,
so they say it takes six hours to begin with can also
do it time-controlled I can say then during this period it shows that they
do the real work to do it manually because it works so well
and there are no costs for the household maybe have to do it for the
person in principle in contrast to I love it all by
hand 1 is also your specialization in atomic
automated presence management until guess
maybe you can say something very briefly about automated automated
presence management how does it work then or what can I do everything
automatically so I'm looking forward to it yes the advantage is just I have
practically everything under one roof so I don't have to give up logging in
anywhere anymore you used to upload some csv
scheid with opening times etc and so you have a central point
that doesn’t just mean an opening time at one point or
says Sunday sales open sale etc and that’s everywhere at the same time lay
everywhere then also means different the portals that I tax we against
google facebook because of etc anything can be
it can also be a navi service that i say i would just like to take place in the
navigation system and can then just
use it strategically aldi that makes sense and we bring the right
users to the site that needs it it in addition you mentioned earlier about that one
ten structure that they are incredibly important this at all the
data quality in order to be able to carry out such a local automatically as it is now done at c&a
what is important but the
data we had talked about and of course we also talk about it
ourselves so these local pages they come from us, of course we have to
make sure that they are uploaded to your customers, then they
are approved and we do that in the setup process, where we talk strategy
and look around, how do we get technical features like
templates features where you say what can i sort by check hook
what i would like to have a displayed hidden so what is a
setup then why is it and then it works what are there from your point of view and
also from his experience you deal with many companies so the
biggest challenges that companies are currently facing when
it comes to local seo is the topic of data or son st other topics what what does he
determine where I so the greatest need is it is data missing missing
optimization so if you go into such an analysis you see
but there is yes but google maybe doesn’t know it that means
that technology and it there's a lot of data i think it was no different for us,
so we could have had it as a big challenge that we
then solved and that's also something we still find that we
didn't communicate it enough, that we're still small to the people It
's super important that he writes the gps data in cleanly for me and doesn't
just write 1 1 or 0 1 in it because otherwise you end up right on the equator
because that brings up the google maps locations
that means the people who maintained it was up to now or was it just
not clear what happens to this data i just have to do it because
my manager told me or what happens to it that means there also
really been a learning from us communicate openly with the Stormarners
and show them in more detail for this data also need internal
training to say also an important topic in order to then position yourself accordingly well
pictures are often a problem so we
really like to use pictures as they can keep playing there is the user
i think it's always a good feeling to see the branch says that's it for
me and it's completely crazy so then that you actually at the
beginning we assumed that a big chain store naturally also has
pictures but from the branches who then say we have we
can't use it because we might be using the model in which
the contract expires after six months so what are the other typical
challenges and says yes but we would like to have pictures because they click rate is
just so much higher and then it's sometimes a process until you get
there if you're like that ow s the sewing box chatted somehow so
few practical tips really have to give people on the way what
should they pay attention to data was one pictures with picture right must second
topic what is still important from his point of view or must the stumbling blocks
the typical the typical seo factors titles descriptions so that's
clean often you already have the data that means almost every big chain store
or even the small corner has perhaps already had a very campaign
and knows what clicks what and in what form if you now the values
snippets briefly on the topic I know the click rate is much higher
which terms do I have to include so the man who was
relatively tall ever described that with bits maybe very briefly only from the point of view of c&a also
always found it super important and worth the wait and that
we also notice when optimizing the online shops that it makes a clear
difference whether there is such a standard zero eight fifteen text or, in the worst case,
cryptic, is not understandable or whether there is really something clear in
it with a must-have description of what to expect customers want to know
what happens if i clique on it and if there is anything generic they
will definitely help the competition is much more likely to click
how often do you actually change or update your post and also snippets
how how is it with you from the timing yes you can do something about a village
where the opening times are now simply opening times we don’t do
it that often anymore because which have also proven to be good
in the online shop we are actually changing something somewhere every week
to see where is it worth my visions 12 shops we have enough
more than enough pages more than enough meters of description that we can
adapt and are there we actually do the
optimization measures every week, sometimes even for the templates
mmt and says what is the goal do I want to be present there now where have a call to
action now buy the shop in europe or what do I want to do there that they say
I am one has changed the text again he looks at the rankings again
but then has you already reached a point where
it's been fun when you say something like that can we still get out
of seasonal terms you fixed terms to improve organic
racing teams we would save the arc again with so
much talked about local seo we always talked a lot about it all in all
performance marketing what belongs to it from his point of view is clearly
research that means we work relatively a lot with structured data
are structured data that can be stored in the source text to
give the search engine or the language assistant more
information get that I stop saying alexa here I want to go where
can I find that means there are also increasingly happening what we have sc Hon
from a standard distance, that means we have the topic of what comes on the
page where google can see what it is what do I get there
product portfolio price ranger cetera and the voice assistant is
read out accordingly we always talk about these google home and alexa me I mean
yes, people talk with their navigation device and if we
talk local and someone says buy a car here, buy shoes for that,
then I would like our customer to end up there,
then it is extremely different on the topic or what is different with local seo
to note more human keywords no idea what
that is the other nine are basically but award
format so I have the example e.g.
From chefkoch.de the time decisive concepts
and if I don’t like that your so that I in the local schema says that is
a department these are the ingredients this is him
these are the cooking steps or how do you say the preparation steps then you can
stop main-echo don't read it out there because he doesn't know so there is a
page with a template but if I put it in a structured form then I can
say then I'll stand there with a flag and say here should be the next step what's going in
there now I have to do it now so we use the same
for local that we say so that's the following business that's the
break that's the altitude and latitude the
address the telephone number and everything we can do about it which
basically also looks like the site is for the most part because it has to be
repackaged how will it develop then compared
to the classic search mega it's becoming more and more we're already noticing the
search queries and of course we're now testing them in the office too we have this
language devices standing there and testing how we are found with which
search phrases and they are actually getting better and better at it
and I think you were such a kid when you woke up today it's usually quite normal
for the device at some point it's easy to get an answer and that
too locally, of course
will agree with lothar completely right
now the most important cornerstone is to bring as much structured data as possible
and in the ski resort award on one 's own site, regardless of
whether it is now localized online shop or whatever there is
just like there are recipes there this also for products that
already help google to understand the site better what better you understand better
better rankings give magic and in the long term the
basis for voice search will build on this you can also see that google is issuing more and more structured
data and following schemata in the form how to take care of them and that's also
a topic at c & a long gone, that means we're on it thought both
online shop and in all other sites that we create on this
structured scheme there that google doesn't understand any site
better we are just better played out and
that's what you should do right now i think to prepare for voice a
lot there's not much else you can do right now,
but it will come the work was probably
coming to the question and answer session from the audience and from the web I would be
interested again we just talked about something as a big trend topic
which will also come when we now once again draw the bow further in the direction of the
future ask the two of you which subject areas do you
not yet see as important where will le locle seo develop further ki
we also briefly touched on that is a subject maybe a short statement from
you two, what are the big developments where we stand in two or three years
when it comes to local, yes, i can be very brief we do
n't have a crowe to go into that yet so not logically it doesn't have any very big challenges so I
could now sort my review again via AI and
filter moods and don't know what else is the
data processing topic a lot so relatively unromantic but completely
support years can do that but is n't that not so far because
otherwise research due to research update packs speed will
remain a big topic a lot is just usability and from my point of view also the
connection of the different disciplines that means i had a lot so
advertising i have i have mine social media channels
i have my reputation management and i would like to connect that as one big
machine and not tax individual channels individually but learn from the
channels that we play together who pays more for everything
you just have to evaluate and then practically the strategies so an
overarching tool that you can then use more n exactly the
understanding that this is practically all my marketing machine and
looking at which levers you can use to control the marketing machine as the future of
africa is i would so the most important development is the alex this
multi-channel area will increase significantly
that means chain stores in particular like c&a, who are both online and offline,
have to work on ensuring that these two areas are more and more connected
and of course local seo is not just the door but actually the big gate
that has to be pushed open if i can manage to think for hands in
munich if someone is often desperate on their way to the
oktoberfest and still needs to go, then i have won if i manage to
be at the top with you as local seo so that the customers now buy from me online
or end up in the store is for me yes as Retailers don't care,
that is, I think Loki will become more and more important simply because it is the
basis for good multi-channel l was perhaps reached in this context if
we look again now from the community asking what else
interests you from our two experts on the one hand patrick asks you a
question from a user is how long the introduction at c&a took and
how you you acted, so to speak, so what kind of time frame do
you actually have to reckon with when you start a topic like this until it
really works and is reasonably structured, so as I said, i
was relatively lucky at c&a because i quickly found encouragement in the
management I then immediately branded my
world said great idea we'll do that and the actual implementation with sacrifices
then went relatively quickly that means we agreed on the country
asked for translations the main task or the main problem was
really a sufficiently good data quality create
the just celebrate could really start playing the directories and
to clean up and he has of course already cleaned up a lot of it in google business
because of course there can be more business goals for everyone you
don't even have to be from c&a and then they have first collected all the stores
i think the whole active frame has up to two bis lasted three months
i'm thinking about going to a lot of prepared things just the
wirtgen eyes just the tablet is also the determine the features et cetera
i think so if google business car got started relatively quickly
because but when it's cleaned up and it's just to the
things the hallway veh i think the longest and most difficult fortunately i was
n't in there either in the slot the countries really had to be briefed
haye clean that up now we expect you to do this and that and that data
important internal processes around you too to ask what you
have solved how well the second question torsten to you from when
is such a present worthwhile management is it also something for smaller companies
or companies with few locations or is it only intended for large
chain stores from your point of view say both i think i
think i will honestly not go down that path if i have a
branch now then I register myself with google for business others
should so you can't do that with home remedies then the local
page where the geocoordinates stop that date fil company thought but I
think if it gets confusing when I say it can somehow
be one person no longer i can afford
practically i change the opening times and it’s Sunday
shopping again and one person then has to log in to the ex portale has to
change that when the time is that i can no longer do it
manually or if i have other challenges like say
i would like to do my reputation management day somewhere centr alize that my
social media manager can answer there at one point has so dear
customer I'll go into the evaluation briefly
so I think that's the plan technical knowledge technically it's
easy these are these are data interfaces databases house
so that it works now but insofar as for all different
company sizes, orders of magnitude were actually also thought of and this
challenge meant that you can no longer manage it with on- board resources
and otherwise the numbers might not be able to be grasped
by everyone anymore somewhere that I think that’s somehow
, but maybe I have and smart data analyst who can do that but so data is
out here anyway has a very, very important topic on the subject of local ch
we still have a little time for a question from the audience so
i would like to open the podium here now we have a micro questions here
that you still have then our two experts may be hey
hello here i'm markus from 264 i'm going to be the fourth or fifth google
street view photographer so within the last almost
six and a half years we've produced 12,000 panoramas in virtual
tours through companies that are also direct competitors of ca then the
following happened they've been 84 since then been displayed millions of times so that
’s a super seo ranking factor because the length of stay also
increases significantly if you include that, you don’t even have that on the list or you
definitely ask yes, so I think it was with us then
you have to say if you don't upload any pictures yourself to googlemail
business make the customers think what the result is you can
partly imagine sometimes very nice sometimes not we are of it
and i think both of us are firmly convinced that the better the pictures
are the better the length of stay is also better and for us it was just
easy to be part of this project says ok ay, we
don't actually have any basic stock of pictures, we have to start somehow, that means
we've decided we'll take pragmatic pictures of
the store facade first, to say hey, that really works
and yes, I assume that if you really already have 360 degrees the pictures in
it made it work so well i have one more point
about the quality quality will also be a customer they acted very relatively
pragmatically and just said they told the store manager
go in front of the branch and take a cell phone photo of them
sometimes not like that so it says there it is there is then even if you have bad
luck the full garbage can in front of it or something else the user was that he did
n't care about the case the click rates were incredibly high
so it's nice to have nice pictures or generic images that you can
continue to use absolute point and absolutely important I meant it was only
partially difficult to get m expected that the customer has it is
unfortunately not always the case, thank you very much, I can also give my feedback
, of course, that's why there are so many professionals, today we even go so far
that we no longer do it via the google street view
hanger but we also made a bit of
software in the meantime and we can of course have the same quality parameters resolution that are also included in the
ranking factor
if so, also run via our account can be run into my business
today we also do this google- neutrally and if then you can even do it
offline online via web pia the m s mature as if you there who with
glasses and with that a hallway and we can and i think that’s
interesting to see we can see the additional content so if i now
go through google somewhere through breuninger through then I do the c&a
three times, whether it's then I don't know where the tie is hanging or the socks are and
I'm gone again, keeping an eye on the whole thing to the time quickly the point we
can't block seo in all languages and control and you could try i
out secon question from the audience who would like to kn
w anything here please hello I'm t e falk from melodica I would
be interested if you don't necessarily have a large network of
your own branches, but you have many sales partners.
Whether there are ways and means
to also push the visibility of your own brand or your
own sales partners in a centralized way can then be
divided into two parts, namely part 1 part 2 1
that's how you can of course local pages works so it can now
say I build local pages with the existing data in your partner and
tear them down according to google business that's often the problem because I
assume if that's now I don't know what model but if
that person owns this gmb account then you can't tax yourself
that means he could if ih r thick be together at the same time
give a release that you can administrate then you can do that but then
it's still his account of the problem the account will not belong to you so that's
why the answer is yes and no so lockl pages yes works maybe they are
but only went when we already had the race but so far strategically
to point b is difficult because if you don't own the entry
you can't control it you can't transfer the traffic from the logo
bmb entry to your site but has practice on his
side or rather that's enough for you as far as
partnerships also an exciting topic socially exactly so it could be more
likely to say we i want to help you all i want to
control my machine everything is central and now opening times at the same time but
basically if we didn't hear the entry is difficult and there are so
many many topics to consider that i think we
can go on for another hour that with 4 2 or 2 wild look at the time
maybe here afterwards you'll be there for a while and you're available to
talk but to hear or just for the viewers on the net
if you have any questions If you have, please send them to us via our channels or
via the comment function, then we will take a
look at them again afterwards, so I would like to take this opportunity to say a big
thank you to the two experts with horst
and in patrick klasse that you there I was, for me, taking the topic of local seo with me a little bit,
it's a topic you can't avoid it anymore, you have to
maintain it continuously, so it's not something you build up once,
you have to stick with it and have more staying power and do things again and again optimize
data data data is the key word so technical as well as content-
related components and if you look at whether the topic inspires or not there
separate it's a bit confusing, but voice search will definitely
come one way or another and the topic will remain an exciting one in the years to come
, so thank you in advance for the insights into
what your portfolio offers and of course for the insights it's
fantastic how quickly and to what extent he has already had success as c & a here, so to speak,
thank you very much for sharing it with us and at the same time
many thanks to everyone for coming as the audience here and of course also
many thanks to everyone on the net for watching
we hope you enjoyed it and we also have a little goodie for
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I would also be interested in that we are giving away five locke seo analyzes all
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up next and of course you can also find us
at at spruce hain on our social media channels namely on facebook twitter and
instagram and we'll see you here again in the next round on 27.11.
we'll
continue again on wednesday and then we'll look at the topic of
content automation. we'd be happy if he would join us again
be there at the same time until then everyone have a good time and thank you very much for
listening thank you.
