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SEO-Tips

APP STORE OPTIMIZATION (ASO)

App Store Optimierung – mit diesen Tipps rankt Deine App optimal im App Store und/oder Googles Play Store

WHAT IS APP STORE OPTIMIZATION?

If you don’t want to get lost in the mass of apps, you can’t avoid an App Store optimization. Cleaning plan, party games or whistle sounds – today there is an app for everything. The Google Play Store alone lists 3.67 million apps (as of March 2018). In the two most popular app download platforms, Apple’s App Store and Google Play Store, the position of the app in search queries is often the deciding factor for the success of an app. In short: App Store Optimization (ASO for short) describes measures that can be used to increase app downloads.

FIND THE RIGHT KEYWORDS FOR YOUR APP

The one who tries to climb on a generic keyword will sink and disappear in the vast sea of apps. Your app will be listed for such a universally valid keyword, but the chance that the user chooses your app from the thousands and thousands of options is negligible. Cleverer is to put on a unique warning vest of words to ensure that exactly your target group is fishing you out of the sea.

The first approximations to the correct keyword can be answered with some W-questions:

  • What makes your app? What does it stand for?
  • Who are your competitors and which keywords do they use?
  • Where is your market niche and what sets you apart from your competitors?

The App Store has its own keyword field in which up to 100 characters are available for selected keywords. If the individual terms are separated by commas, the algorithm automatically connects all search terms and addresses more search queries.

The Google Play Store does not have its own keyword field and weights the keywords with its algorithm from the description. In contrast to the Apple store, however, Google has another little helper for the keyword optimization of the app. Google Play’s Auto-Suggest feature lets you test the current search volume of keywords.

ALL EYES ON …. THE ICON AS EYE-CATCHER

With regard to keywords, the icon may seem secondary, but as a lifestyle aspect of the app, a well-designed icon is indispensable. For the user, the icon is the entry to your app experience. The optimal icon creates a click incentive and transports clearly what the app is about. To make it clearly visible in different sizes, it is advisable not to use visual details or writing. For the App Store and Google Play Store, there are recommendations for the size of the icon, which guarantee that the icon looks good in any size:

  • Icon size App Store: 1024 x 1024 px
  • Icon size Google Play Store: 512 x 512 px

THE TITLE – THE ROYAL DISCIPLINE OF APP STORE OPTIMIZATION

Welcome to the Champions League of App Store Optimization. If you want to play in the top of the ranking table, you should take the time to fiddle around with the title. The title explains the function of the app and highlights its benefits. Also here you can orientate yourself at the competitors and – do it differently. Because with a unique choice of words you stand out and arouse interest. The previously selected keyword feels most comfortable when you place it at the beginning of the title. A study by Incipa, which examined the App Store, came to the conclusion that keywords integrated in the name of the app rank almost twice as high as the keywords entered in the keyword field.

Since the update to iOS 11, the App Store now only has 30 characters for the title instead of 50 characters. A new addition is the subtitle, which makes it possible to describe the app in more detail. As far as the number of characters is concerned, Apple and Google have played a tree-changing game, because the Google Play Store now offers you 50 characters for the title.

OPTIMIZE THE APP STORE DESCRIPTION

Probably you know the phenomenon of yourself, with descriptions you fly over the first few lines and decide then whether it is worthwhile itself to make the effort to read the remainder of the text. The App Stores are based on these reading properties and only show the first 3 lines of the description in the preview. The total description can be up to 4,000 characters. To read the complete text, a click on the “More” button is required. In total, less than 2% of users use this function. Tip: Read the description carefully several times before uploading, because changes in the description text can only be made if you upload a new version of the app.

In addition to the description you now have the possibility to insert a promo text via the description in the App Store. The advantage of this field is that you can change the text at any time without having to upload an update. With its 170 characters, this field is therefore ideal for pointing out short-term bargains, innovations or other events within the app.

For Android App optimization in Google Play Store, the first and last 5 lines of the description are particularly relevant. From these lines the Google algorithm mainly searches for the keywords your app ranks on. Another part of the description specific to the Google Play Store is the Short Description. Here is the motto: In 80 characters through the app. Explain what the app is about, list the features and try to include some of the keywords you want to climb on.

WHO AM I AND WHAT AM I DOING HERE? CHOOSE THE RIGHT APP CATEGORY

Who? How? What? Why? If you don’t categorize yourself cleverly, you remain invisible. Many users search for their apps using the category search. If your app does not appear in the list, you get nothing. When choosing a category, it is crucial to specialize. With a time management app, you can of course register in the lifestyle category, but wouldn’t a potential user place this app in the efficiency category (available on the Google Play Store)? This is about assessing the advantage the user expects from the app. It is helpful to get an overview of the competitors and to see which category they have chosen.

You can classify the app into two categories on the Apple App Store. There are 24 categories to choose from for the main category. When browsing or in the filter option, the app will then be listed in the corresponding category. With iOS 11, the first category is also responsible for whether your app is listed in the Apps or Games tab.

SCREENSHOTS – TELL YOUR STORY

In the app previews you show insights into your app and take the user on a journey through your app wonderland. As a tour guide, you will guide him through the various features with meaningful screenshots. Additional texts in the screenshot convey the advantages and special features of your app. Since users may not click through all screenshots, the first two screenshots should highlight the primary benefits of the app. Besides screenshots, preview videos are a good way to generate downloads. Similar to the screenshots, it is worth presenting the biggest advantages at the beginning, since 80 % of all users only watch the first 12 seconds of a video.

In the App Store you can use up to 10 screenshots and 3 videos on your product page. The videos can be up to 30 seconds long and are played automatically and silently in the background.

8 screenshots can be presented in the Google Play Store. You can easily insert videos using the YouTube URL of your presentation video. Nice side effect: The views from the store count as YouTube views, which increases your YouTube ranking.

LET IT BE HUMAN – THE SOFT FACTORS OF APP STORE OPTIMIZATION

With the implementation of the listed hard factors your app is well equipped to make itself felt on the app market. However, the ranking of your app also takes into account so-called soft factors that require some sensitivity:

  1. Ask for ratings: Ask the user for an evaluation and a personal feedback in the form of a comment. You have the best chance of getting feedback if you enter the request shortly after the user’s experience of success. This can be, for example, after the first navigation that the user has performed with the app or the first like that he has received.
  2. Keep an eye on the comments: Respond quickly to each individual review, whether by answering a question or just by saying “thank you”.
  3. Fix bugs: Inform the users about fixing possible bugs and thank them for the hints you received.
  4. Out of the store, into the PR: Try to generate downloads outside the store by promoting your app at trade fairs, in magazines, or in the blogosphere.

KEYWORD RESEARCH FOR TEXT CREATION

fishing for the right keywords is necessary

The easiest way to express the relevance of keyword research is to state that only the use of keyword research enables to write SEO-compliant texts. Because only those who know what users are looking for on the topic of the text to be written on Google can arrange their text in such a way that it is well received by both readers and the search engine. However, the effort required for this research has continued to increase in recent years. In the past, it was sufficient to perform the most frequent keywords with as little competition as possible (for AdWords) using the Google Keyword Planner and a WDF*IDF analysis. Now, more extensive preparatory work is necessary.

KEYWORD RESEARCH FOR THE SEMANTIC SEARCH ENGINE

The reason for this is that Google is now a semantic search engine. Semantics can also be translated as “meaning” in everyday language. A search engine that works semantically therefore not only looks at the mere word in its appearance (how often does it occur? Where does it appear?), it analyzes what the words mean. This applies both to the search terms entered and to the texts offered on the Internet.

A KEYWORD ALONE DOES NOT MAKE A TEXT

In its semantically holistic search, Google imitates human understanding. When we read or hear a word, we always put it into context. Only then do we recognize its respective meaning. The easiest way to explain this is by using words with the same sound (so-called “homophones”) such as “air” and “heir” or “stair” and “stare”.

In conversations, we usually have no problem understanding the meaning of a word as soon as we hear it, despite the fact that it sounds the same. We always understand a word out of context. We do the same not only for homophones, but for all words. If someone says to us: “Help yourself”, we know from the context that we should only take one or two of the free samples offered (and not the whole box or anything else but the free samples).

The semantic search engine basically works the same way. It’s trying to make connections. For this reason, texts must be more than a mere compilation of keywords. They must have meaning, thereforeestablish connections. It is therefore of little use for the text creation of an SEO-compatible text to concentrate exclusively on the keywords for which the landing page is to rank. This can only succeed if the topics (subject areas) behind the keyword are recorded. seo-nerd® shows in the following example of a landing page for the keyword “Parkett” (parquet) how this works. We will stick to the German version of keywords as this term is analyzed with the background of German market conditions.

TOPICS / THEMES WITH THE HELP OF KEYWORD RESEARCH

The following keyword research steps are examples of how you should proceed when planning a text that should achieve sustainable rankings. Depending on the topic and type of landing page, not every step may be necessary or further steps may make sense. This means: weigh up in each case whether the effort is worthwhile for your landing page. For blog articles with which you want to establish or strengthen the expert status of your domain, this will always be the case. For product texts you can certainly skip some steps, especially since the topic is already given in this type of text (“What is this product? What needs does it solve? etc.).

STEP 1: DEFINING THE PURPOSE OF THE TEXT

Google checks for each search query the intention (or “search intention”) behind the user’s search query. The main types of search intentions are:

  • Information-oriented (the searcher wants to know whether he should buy a laminate or a parquet, for example)
  • Transactional or commercial (the searcher wants to order something or ask for an appointment)
  • Navigation-oriented or brand-oriented (the searcher knows the brand, but does not know where to find something on a page or what the page is called at all)

Typical objectives for the side of our flooring dealer (let’s call him “Parkett-Hulk”) could be:

  • Encourage the online user to order a parquet online or to go to the on-site floor exhibition (transactional)
  • Contact a consultant by e-mail, telephone or on site (transactional)
  • To make the “Parkett-Hulk” brand better known (brand-oriented)
  • To establish the “Parkett-Hulk” as an expert for parquet (information-oriented)

Take-away:

We assume that the text to be written should be for a subpage with which the “Parkett-Hulk” wants to identify itself as a supplier of parquet. It is possible to order online, but users should also be guided to the local floor exhibition. In addition, Parquet Hulk wants to establish itself as an expert on parquet.

The text should therefore serve both transactional and information-oriented intentions of search queries. Of course we would also like to establish or further consolidate the “Parkett-Hulk” brand as the address for “Parkett”. However, the brand-oriented search is not in the foreground for us here. In other words: the brand name “Parkett-Hulk” should appear in the text, but is not in its focus.

STEP 2: DEFINE TARGET GROUP

Writing a text always means talking to potential readers. It is therefore essential to think about the composition of this readership. Anyone who writes a text about parquet exclusively for craftsmen will come to a different conclusion than someone who only addresses cleaning staff.

The style and the address would hardly differ in these two cases, but one would set completely different emphasis (laying techniques would play the main role in the craftsman’s text, but would surely only appear marginally in the text for cleaning staff). Writing for all potential readers is a noble goal, but there is always the danger of losing target groups, since they first have to “work through” too much information before they come across what is of interest to them. By defining your target groups, you sharpen the relevance of your text.

For our example we find some studies about what the typical parquet buyer looks like. However, these studies are only available for an expensive price. Since this is an example, we save money and work with the means that must be used frequently anyway, since in many cases there are no studies about the target group – we draw up plausible theses that can also be worked well with:

  • We assume an adult buyer with a good to very good income
  • Addressed are tenants as well as property owners, business people and the real estate industry, who want to increase the value of their properties by laying parquet flooring
  • The buyers are addressed gender-neutrally, no specific professional group is targeted
  • It is assumed that a “typical” life situation of the parquet buyer is that of a new phase of life beginning. A house, a new apartment, or a new shop/office is occupied and is to be laid out with a high-quality floor covering. Parquet is presented in the text as the ideal solution
  • Since parquet is particularly sustainable in comparison to other floor coverings, it is worth appealing to both traditional and modern consumers

STEP 3: INQUIRE GOOGLE TRENDS TO “PARKETT”

Google Trends lets you see how interest in a keyword evolves over time. For example, some terms are particularly in demand in winter, others have already had their best time and are no longer sought as often as before. For our purpose of defining the subject area for a text via “Parkett”, it is particularly useful that Google Trends shows the search volumes of similar search terms.

Result: In the past five years, the search volume of similar search queries in Germany grew for

„Casando Parkett“ (Growth so strong that it cannot be distinguished)
„Laminat verlegen Hamburg“ (+1500 %)
„Parkett Kaiser („+750 %)
„geöltes Parkett pflegen“ (+250 %)
„parkettboden pflegen“ (+250 %)
„laminat parke“ (+190 %) (turkish für Laminatparkett)
„Parkett Eiche Hell (+190 %)
„Vinyl Parkett“ (+190 %)
„Parkett kleben“ (+160 %)
„Parkett grau“ (+160 %)
„Parkettboden kaufen“ (+160 %)
„Parkett abschleifen und versiegeln Kosten“ (+150 %)
„Parkett englisch“ (+130 %)
„Parkett hell“ (+130 %)
„Parkettboden Eiche“ (+130 %)
„Parkett entfernen“ (+120 %)
„Parkett Eiche Rustikal“ (+120 %)
„Parkettboden ölen“ (+110 %)
„Parkett Fischgrät“ (+110 %)
„Parkett Landhausdiele Eiche“ (+100 %)
„Parkett kaufen“ (+80 %)
„Parkett Landausdiele“ (+80 %)

Related topics:
“Laminatboden” (+80 %), Öle (+60 %)

Take-away:

Some parquet suppliers have been in great demand in recent years. This realization is of little use for text production and is at best interesting for the strategic orientation of “Parkett-Hulk”. However, what helps us is that classic search terms such as “Parkett Eiche rustikal” (“parquet rustic oak”), “ölen” (“oiling”), “abschleifen” (“sanding”), “versiegeln” (“sealing”) are still trendy and should therefore appear in the text.

STEP 4: KEYWORD IDEA SEARCH VIA THE KEYWORD PLANNER

Using the terms found in Google Trends, we now ask the Google Keyword Planner for keyword ideas. This is still one of the central steps in keyword research. The search terms and search volumes output by Google are intended for SEA purposes (i.e. the placement of AdWords ads), but can also be used for SEO purposes, as they provide information about what Google recognizes as a semantic field of a term.

The semantic field is ultimately no different from a collection of terms that occur in the context of the same subject areas. Since our main concern with our text is to establish connections, we are therefore exactly right here.

How to find keyword ideas with the keyword planner:

  1. Log in to Google AdWords (access requires that you have an account and regularly display some AdWords ads)
  2. Accessing the Google Keyword Planner
  3. Select the first item “Search for new keywords using a phrase, a website or a category”
  4. Layout of Google Planner Startpage

    Google Planner für Keyword Research

  5. Enter keywords: You can enter 1 keyword per line (or separated by commas). Pay attention to the point “Orientation”. Here you can set the language, the country or the region. By default, the search queries of the last 12 months are used for the evaluation. You can also adjust this setting.
  6. Enter Mask for Keywords

    Google Planner for Keyword Research

  7. An evaluation appears. Under the trends (blue bars) you see the entered keywords including the number of search queries per month. Below you will find all the suggestions that Google offers. These are topic-relevant terms. In our case, the top 10 looks like this:
  8. Graphs that show the search volume of certain keywords

    Results for a Keyword Idea Research

    Laminat: 74.000 search queries per month
    PVC Boden: 40.500
    Parkett: 33.100
    Linoleum: 27.100
    Teppichboden: 22.200
    Korkboden: 18.100
    Sockelleisten: 18.100
    Parkettboden: 14.800
    Bodenbeläge: 14.800
    Vinyl Laminat: 12.100

    The main purpose of the list is to get an impression of what Google sees as a semantic environment around the term “Parkett”. If terms from the semantic environment appear in a text, this is an important indication for Google to classify the text as relevant to the topic. If it fits, the text should therefore deal with the difference between laminate and parquet. But one could also mention that the “Parkett-Hulk” naturally also has a large selection of skirtings etc.

    Even more specific are the topics that should be covered, when downloading the list of keyword suggestions (this is possible as *csv file), that are sorted and filtered by, e.g. all terms that contain “Parkett”:

    Selection:

    Parkett 33.100
    Parkett schleifen 8.100
    Parkett verlegen 4.400
    Bambusparkett 4.400
    Fertigparkett 2.900 etc.

    Take-away

    It almost reads like an instruction for your text, doesn’t it? For example, we could start with a definition of what parquet is (by the way, this is always a good idea, since the reader can be sure that the text talks about what interests him). This would automatically give us the advantage that you can sand parquet. The keyword bamboo shows us that a section about the wood that can be used for parquet should also be included. A section on the advantages and disadvantages of finished parquet compared to classically laid strip parquet is also recommended from a SEO perspective.

    STEP 5: QUERY GOOGLE SUGGEST

    Google Suggest” refers to the “similar search queries to the INPUT” that Google displays at the end of the SERP (search results page). They are usually the same ones that Google also suggests with the autocomplete function while you are still entering your search term in the search field. The terms proposed in Google Suggest are often searched in connection with the search term and should best be understood in the sense of “did you mean perhaps rather XXY than XXZ?

    Those who adhere to these suggestions in the text and take into account the associated topics, usually offer their readers the right material. (In the case of “parquet” we also recognize that the word has a completely different meaning in connection with cinema (as opposed to “rank” or “balcony”). It is therefore advisable to avoid words such as “cinema” or “theatre”. Otherwise our text runs the risk of being incorrectly categorized by Google.

    8 suggestions for the keyword "Parkett" displayed in Google Suggest

    Google Suggest Results for “Parkett”

    STEP 6: IDENTIFY LONGTAIL KEYWORDS

    If you now search for even longer terms, i.e. the longtail keywords for your topic, you will already get a pretty good overview of which sub-topics are searched for in your main topic. Longtail keywords often consist of typical W-questions. A good SEO tool for this is Answer the public.

    This step could also be done before using the keyword planner. The advantage of executing it at this point is that we already know more precisely which terms are entered into the Google search query together with “parquet”: Laying parquet, buying parquet, sanding parquet, parquet-like flooring, parquet-like and many more. Longtail keywords usually have a very low search volume. If you are unsure which of the longtail keywords to use, you can query your search volumes in the keyword planner (so return to step 4).

    Frequently asked questions about parquet are therefore:
    Which parquet is robust, which parquet to use with oak furniture, which parquet colours are available, which parquet for underfloor heating, when parquet sanding, when parquet oiling, where parquet shopping, where parquet disposal, etc.

    the image shows a graph generated by answerthepublic with frequent questions concerning "Parkett"

    How-to-questions concerning the keyword “Parkett”

    STEP 7: WDF*IDF ANALYSIS

    The WDF* IDF analysis provides information on which terms on pages that rank well in the focus keyword are most frequently used in the texts of these pages. You can also find some tools online – see SEO Tools.

    We found the following terms for our German search term “Parkett” in the WDF*IDF analysis:
    Fertigparkett, Bauhaus, Eiche, Schiffsboden, Parador, Logoclic, Hornbach, Landhausdiele, Fußboden, Mengen, wählen, Karton) geölt, Obi, Massivparkett, rustikal, Lieferzeit, Mosaikparkett, verlegt, Laminat, Bambus, gebürstet, Buche, Parkettstäbe, Tafelparkett, Bodenbeläge.

    The same applies to these terms: they do not have to and should not all appear in the text, but they do provide references to the semantic environment of the keyword.

    Take-away

  1. Brands (such as Bauhaus or Parador) are often mentioned. In the text we would only take these into account if these brands fit the “Parkett-Hulk” offer. The main topics could be sub-topics such as bamboo, parquet strips, etc.
  2. There are clear indications that pages that rank well can also be ordered from(“delivery time”, “quantities”, “choose”, carton”). A reference to the shop should therefore not be missing. The text should be structured in such a way that easily visible call-to-action elements can be integrated
  3. Competitors often use topic-relevant terms (ship floor, oiled, rustic, etc.) in their texts. They should not be missing in our text

STEP 8: RATE YOUR KEYWORD

If you check the keyword “Parkett” in the neutral (location- and progression-adjusted) search (possible e.g. via startpage.com), you quickly recognize: Google assumes that the intention of the user consists of a mixture of commercial and informational intention.

List of SERPs as a result for the search term "Parkett"

Top Ten of SERPs for “Parkett”

The decision made at the beginning to write a text that serves both information-oriented and transactional search intentions is therefore also confirmed here once again.

STEP 9: SET TEXT LENGTH

How long should the text be? Google always gives only one information: as short as possible and as long as necessary. So you have to start from the search interest or the search interests of your users. If they already know what kind of parquet they want, they don’t need long explanations.

The situation is different for all those who want to find out more about parquet. As we have seen, that is exactly the case here. It is therefore advisable to start by looking at the text lengths of pages that rank well. Most pages therefore offer text lengths of around 500 words.

The parquet page of Casando stood out (at the time of our analysis in May 2018) with just over 1400 words. Therefore, a middle way is recommended for our case: The text should contain at least 500 words, but may also have up to 1000 or even more words. Fortunately, through our keyword research we have found enough relevant sub-topics for a longer text.

However, the longer a text, the more important it is that it is clearly structured by subheadings, paragraphs and bullet points. Reading islands (like the take-aways here) encourage rush readers to continue reading or allow them to take at least the most important things with them quickly.

CONCLUSION: KEYWORD RESEARCH IS TEDIOUS, BUT POINTS THE WAY AHEAD

The keyword language could now be refined by a multitude of smaller steps. Since we have selected a keyword that is suitable as a generic term for a whole series of topics, we could also use such a keyword search as a basis for content planning. Terms and topics such as parquet types, parquet cleaning or the care of parquet are good topics for independent category or blog texts. From these articles we could always link internally to the main term “parquet”, which also sends strong ranking signals. The keyword search for an article therefore often also provides material for many other articles.


GDPR CHECKLIST

The image shows the letters GDPR

GDPR Checklist

The new General Data Protection Regulation (GDPR) came into force on May 25 in 2018. The directives apply throughout the EU and basically affect everyone who stores and uses personal data. All website operators must act with legal certainty – from “small blogs” to the online presence of companies, clubs, or authorities to online shops and large portals. Those who send newsletters, use advertising banners, or affiliate links will also have to do so in accordance with GPDR in the future. seo-nerd® has compiled a GDPR checklist in which you can also find out how to use Google Analytics in compliance with GDPR.

The GDPR harmonises data protection law in the EU. As this is a regulation, it does not have to be transposed into national law first. The new data protection guidelines will therefore also apply in Germany as of May 25, 2018.

The purpose of the regulation is to strengthen the rights of people whose data is collected, such as Internet users. The GDPR refers in particular to the right to…

  • Transparent information: As soon as data is collected, this must be indicated in an easily accessible, precise, and understandable way (so that children also understand this information).
  • Information: Users have the right to see whether and which personal data has been collected about them. The information must be in a common, structured and machine-readable format.
  • Correction: The user may at any time request that incorrect data will be corrected.
  • Deletion: A user may at any time request that his or her personal data will be deleted.
  • Restriction of processing: The user may require the person responsible (this is usually the website operator) that the data may only be processed to a limited extent.
  • Objection: Users must be able to object to the processing of their personal data at any time.

WHAT IS PERSONAL DATA?

A person is directly or indirectly identifiable through personal data. Therefore, the name, address, e-mail address, date of birth, or telephone number apply to personal data.

IP-ADDRESS DISPUTE

In Germany, the IP address is also considered personal data. However, this assessment is highly controversial from a legal point of view. On the one hand, the IP address is the same as an online identification, since it can at least be assigned to a certain person by the provider (on court order). On the other hand, despite this assignment, only the owner of the IP address could be identified. Whether he was actually on the pages or perhaps another person, could then at least always be disputed.

Google therefore does not count the IP address as personal data. This is important because Google generally prohibits the storage of personal data in analytics. However, the IP address may be stored. The following solution is available to ensure that this will continue in future in compliance with the new Data Protection Regulations:

THE IP-ADDRESS MUST BE ANONYMIZED UNDER THE GDPR

The problem here is that the tracking code offered by Google does not meet the data protection requirements of GDPR! You should therefore implement the _anonymizelp code extension:

  • For Universal Analytics: ga(‘set’, ‘anonymizeIp’, true);
  • For Classic Analytics: _gaq.push([‘_gat._anonymizeIp’]);

The IP is anonymized as soon as the IP address arrives in the Analytics data acquisition network and before the data is stored or processed.

WHAT ELSE HAS TO BE CONSIDERED WHEN PROCESSING DATA?

You meet the requirements of GDPR, when you collect only data that is really needed and store it for only as long as absolutely necessary

  • If you want to save data, you should ask the person whose data you want to save for an appropriate consent
  • You have to inform the user what happens to the data
  • You must document what you do with the data (for example, when you send a newsletter to an address)
  • You must give the user the possibility to view, correct or delete his or her data
  • You are obliged to take precautions against unauthorized access to personal data by third parties (keyword: data security)

The following steps will show you how to fulfill these conditions.

EMBED DATA PROTECTION DECLARATION

A data protection declaration was required on each website even before the GDPR came into force. In order for the user to find it, it should be clearly visible in the footer or in the menu. It is important that the privacy policy is easy to find. For example, if you move pop-up windows in front of the link, you risk a warning. For the same reason, the data protection declaration should not be placed “inconspicuously” in the imprint.

Regarding the content, the data protection declaration is intended to clarify to the user for what purpose his data is collected and stored. Users should also learn how the data is handled. For this reason, the data protection declaration generally increases when plug-ins are used and interaction options are granted. As a result, there is not one clear privacy policy that you could simply copy and paste into your site.

What exactly has to be stated in the data protection declaration always depends on your individual website. However, you can find some data protection generators on the net. They can usually be used free of charge by private individuals and small businesses:

When using all these generators you should always bear in mind that in the end you are always responsible for the legal formulation of the data protection declaration. If you change something on your site or a plugin that you use is modified, this may make it necessary to change the privacy policy. It is therefore safest to check with a lawyer whether the data protection declaration on your website really meets the requirements.

ENCRYPT CONTACT FORMS WITH SSL/TSL

The GDPR already makes the collection of data subject to specific conditions. The collection of data according to Art. 6 GDPR is only permitted if

  • the collection is based on consent
  • there is a legitimate interest of the website operator

The latter is the case, for example, if you as the website operator need the data to fulfil a contract. The use of a contact form on a website is therefore legitimate in principle, but also subject to conditions:

  • Inform your users (in or near the contact form) about 1.) what you do with the data, 2.) how long you will store the data and refer 3.) to your privacy policy (which must therefore be integrated on your site (see above). A wording that meets these conditions could be as follows:”The data collected will only be processed for the purpose of processing your request. You will find further information on this in our data protection declaration.”(Link the last word to the page with the privacy policy)In order for the data to be transmitted securely, your website needs an SSL certificate (this also helps you to rank better). To learn how to obtain and configure such a certificate, please read our article Let’s Encrypt SSL
  • To ensure that your e-mails are also sent securely, your website should send e-mails via SMPT or TLS (“Transport Layer Security”). For this you need the data of the outgoing e-mail server and the port, user name and e-mail address as well as your password. With Joomla you can make the setting directly under System/Configuration by entering the data, selecting the default setting “SSL/TLS” under “SMTP Security” and allowing SMTP authentication. For WordPress there are plugins like WP Mail SMTP or WP GDPR Compliance

WEB-HOSTING – ORDER PROCESSING CONTRACT

If you host your pages through service providers, you use an external service provider who has access to personal data collected from you. As soon as external parties have access to such data, you should conclude an order processing contract with them. The contract is therefore also necessary if you commission external parties with the backup, the data conversion, or the maintenance of your own server.

NEWSLETTER

If you send newsletters, you should already use the double opt-in procedure anyway. A confirmation e-mail will be sent to the e-mail address registered for the newsletter. This is to ensure that only those who have access to the relevant mail account receive the newsletter. Attention: The confirmation mail must not contain any advertising.

If you use a shipping service like CleverReach, Newsletter2Go or Mailjet, you have to conclude an order processing contract with them. If the provider, such as the popular service MailChimp, is located in the USA, you should check whether it offers a guarantee for third countries (this is the case with MailChimp).

The teaser of the online registration form for a newsletter should contain the following information:

  • What is the content of the newsletter (e.g. information about your products, certain topics etc.)
  • If you request more than just the e-mail address: what is the purpose of the request for this other data?
  • Name of the shipping service used (if you do not send the mails yourself)
  • Indication of possible success measurements (these are usually obligatory for shipping service providers)
  • Reference to the right of withdrawal
  • Notice of any competitions linked to the newsletter, dispatch of e-books and the like

With this information and instructions on how to subscribe to the newsletter, you can then simply link to your data protection declaration.

THESE STEPS LEAD YOU TO GDPR-COMPLIANT USE OF GOOGLE ANALYTICS

  1. Conclude contract for order data processing. The safest way is to download the contract as a PDF file.Then print it out twice. Now enter your company data in both printouts. You must sign on page 2 and page 14 – please sign both copies again and, if available, add your own stamp. For your documents you should now make a copy (physically, as a scan or photo). The two signed and completely filled out contract documents you send (completely and best by advice of receipt international) to:

    Contract Administration Department
    Google Ireland Ltd
    Gordon House
    Barrow Street
    Dublin 4

    IrelandAs soon as you receive the document back signed by Google, you should make a copy of this version. Keep the version returned by Google and your copy in two different places.

  2. Confirm the additional agreement: To do so, proceed as follows:
    • Log into the account at Google Analytics
    • In the “Administration” menu item, go to >Account settings and then to >Add-on for data processing
    • If you now click on “Show addition”, you can confirm the order processing contract
    • Now you should add your company and contact data under “Manage data processing details”.
    • Finally, please do not forget to click on “Save”
  3. Implement the code extension “anonymizelp” – as shown above
  4. Optimize right of objection: Google offers a deactivation ad on, but according to many experts this is not legally compliant with the GDPR. You should therefore extend the script so that an opt-out cookie is set that excludes future data collection. It must also be ensured that the user can declare his objection on all systems used. A device-independent assignment of the usage to a created user ID is not permitted.
  5. Define retention period for data:
    • Sign up with Google Analytics
    • Go to the menu item “Administration” and click on the property you want to edit
    • Click in the column >Property and go to >Tracking Information >Data Retention
    • In the field “Storage of user and event data” you downsize to 14 months (or less)
    • The field “Reset on new activity” must now be set to “Off”
  6. Delete old data: If you have not made the data anonymous in the past, you should delete this “old data”. Go back to the menu item “Administration” and select “Property Settings”. There you will find the button “Move to recycle bin”. The data will then be deleted within 35 days

CONCLUSION

With all these tips you should keep in mind that as a website operator you are always responsible for ensuring that your site complies with data protection regulations. If in doubt, it is always better to consult an expert.

THE SEO-NERD® HELPS YOU WITH THE GDPR-COMPLIANT SETUP AND GDPR-CONVERSION OF YOUR WEBSITE

The seo-nerd® is there for you from Monday to Friday between 9am and 6pm. You can reach us by phone at +49 30 700 10 99 0 or send us an e-mail. We are happy to realize corresponding inquiries even at short notice.


Content Design

Content Design should always keep users needs in mind in order to be successfull. The image shows a notebook with a content graph on the display.

Content Design is what you need to consider if you intend to write a text that correctly meets all aspects of SEO. The simple structure of a text following “beginning – middle part – end” is not enough to create an impactful text. To meet reader’s interests directly, texts (and content in general) should be designed. In analogy to the topic of Webdesign, Content Design focuses on the feeling, the atmosphere of texts and gives it a manageable form. As a starting point of Content Design qualify the needs of users which should be addressed with the texts.

Content Design


THE GOOGLE CONSUMER BAROMETER

The Google Consumer Barometer provides useful insights in people's online behaviour. The image shows

THE GOOGLE CONSUMER BAROMETER
MARKET RESEARCH MADE EASY

Since 2012, the Google Consumer Barometer has regularly provided interesting insights into the online behavior of users around the world.

The latest version of the trend data for

  • Internet and equipment use
  • purchasing behaviour online
  • global target groups
  • the use of video content

from 2017. We have summarized the results for you here.

WHAT DOES THE GOOGLE CONSUMER BAROMETER DO?

The Google Consumer Barometer helps you understand how people around the world use the Internet. So far so good. For marketers, however, the tool is much more than that: the regularly updated data provides deep insights into current consumer trends and thus helps brands to better understand and address their target group more specifically.

Statistics on the number of people using the Internet every day. The chart clearly shows an increase since 2012

The number of daily Internet use is continuously increasing

To this end, extensive data surveys are carried out annually in spring by TNS Infratest. For the current data set from 2017, the institute interviewed 79,000 people from 63 countries. Two different questionnaires form the core of the data collection. The first relates to the Internet use of the respondents, the second questionnaire relates to consumer behaviour and product purchases on the Internet.

 

HOW IS THE GOOGLE CONSUMER BAROMETER CONSTRUCTED?

GRAPH BUILDER

Despite the immense data set Google facilitates the navigation in the tool with clear categories. Graph Builder provides you with clear charts of the data you are looking for with just a few clicks. The selection menu is divided into broad sections (Online and Multiscreen World, The Smart Shopper and Smart Viewer), each of which is divided into further subcategories.

This makes it possible to select numerous questions, such as “Which products did Swedish and German men buy online from other countries?” You can use the images for presentations or other purposes.

TRENDED DATA

In the other categories the Google Consumer Barometer presents selected results. These already provide you with deep insights into the consumer behaviour of online users without you having to filter intensively for data. The first of these categories is Trended Data.

Here you can filter the evaluations by country, age group and gender. The focus of the data is on the general use of the Internet. Here you gain insight into how often and with which devices the internet users of the different countries are surfing the net.

CURATED INSIGHTS

The smartphone becomes the most important device for Internet use. Graphic from the Google Consumer Barometer.Further selected data evaluations can be found in the category Curated Insights. Here you will find essential overviews of internet usage, consumer behaviour (local, international and different consumer types). In this section you will quickly gain interesting insights from the categories you can find in the Graph Builder and you can filter the results by country. Subcategories may also vary by country depending on the data situation.

 

 

AUDIENCE STORIES – THE 4 MOST IMPORTANT TARGET GROUPS IN THE GOOGLE CONSUMER BAROMETER

From the data collected, the Google Consumer Barometer has identified four types of consumers gathered in the tool’s Audience Stories. This category is by far the most interesting category for online marketing, as it highlights key target groups for salespeople and marketers:

Symbolic graphics of the "Brand Ambassador" goals

The brand ambassadors are particularly active online

The Brand Advocates: One in three Internet users belongs to the Brand Advocates. What makes this group particularly interesting for marketers is that they are very well connected and very committed online. About 50% of them comment and like contributions in social networks on a daily basis, 40% share daily links, and thus also product recommendations, with others.

They are also always well informed about product details and follow fashion trends and technological innovations much more often than other types from the audience stories. Anyone who wants to make a brand or product known should therefore keep a special eye on this group.

 

Target group: Digital Moms. The graphic shows a woman with a tablet and a shopping cart

Target group: Digital Moms

Digital Moms: Digital Moms are well-informed, enormously well-connected and modern women who travel a lot online. 70% of this generation of mothers produce or comment online content at least once a month.

They often run their own blogs and social networks where they like to communicate with other users and share their knowledge about products. They should not be underestimated as trendsetters either.

 

Symbol graphics of the "How-to-Video Users" target group

How-to-video users are an important target group for online shops

How-to-video users: This target group loves infotainment and product information presented via DIY videos. One in ten YouTube users is primarily interested in How-to-videos – whether as a consumer or even as a producer. Unboxing videos, DIY-content or product manuals are what the heart of this audience desires.

For marketers, the How-to-video users are not only grateful viewers, but can even become brand ambassadors themselves with their self-made product videos.

 

Symolgrafik of the target group Millennials

Millennials use smartphones more often than other target groups

The Millennials: According to the Google Consumer Barometer, 16-34 year old Internet users do not go online, they really live online.

90% of all users in this age group are on the Internet every day and have literally intertwined their offline and online lives. 1 in 3 millenials now uses the smartphone even more frequently to seek advice on social networks, search engines for information, ask for directions and research products.

 

WHO IS THE GOOGLE CONSUMER BAROMETER FOR?

Clearly, such a large data pool on the online behavior of users worldwide is a real treasure trove of gold for all marketing managers. In the tool you can search country-specifically with which devices your target group is on the Internet or what the preferred way of online product purchase looks like.

Which channel is used for the purchase - results of the Google study.

Which channel is used to buy.

In addition, the 4 main target groups from the audience stories are extremely helpful for targeting consumers with coordinated advertising measures and using them for product announcements. But also for operators of private webshops, blogs or local shops, the information that can be gained from the Google Consumer Barometer is more than informative.

WHERE ARE THE LIMITS OF THE GOOGLE CONSUMER BAROMETER?

Unfortunately, the Google Consumer Barometer does not (yet) replace further market and target group research. Although the data set is already very considerable, certain filter settings quickly reach their limits. The further you limit your target group, the higher the probability that the Consumer Barometer will no longer be able to provide data.

The Google Consumer Barometer also doesn’t give you any explanation for the results. However, these would be helpful, for example, to understand the background to certain trends, processes in product research and the like, and to include them in the planning of marketing measures. So if you would like more detailed information about your target group, it may be helpful to carry out a study yourself or commission it from a market research institute.


Content Relevance

Content Relevance is the new SEO superpower

Sites without content no longer rank. That’s a well-known fact. Google meanwhile goes a step further and claims Content Relevance. This demand is made possible by the use of artificial intelligence in the algorithms. Thus, Google gains an unprecedented ease. Ranking factors lose their general validity: keywords, backlinks or long, epic texts sometimes improve the ranking and then again not.

Content Relevance


Customer Journey and SEO

Before users become customers they get over a more or less long Customer Journey. The term comes from the online marketing and originally referred only to the click paths*, the user made up to a conversion. From a SEO point of view the click path to a conversion should be as short as possible. Google wants this. After all, no user wants to click endlessly to find what he is looking for.

Customer Journey and SEO


Conversion Rate Optimization

Turn your visitors into customers!

Conversion Rate Optimization is an integral part of online marketing, as it is the cornerstone of any business model on the internet. After all, it is not just about bringing visitors to your website, but about making them an enthusiastic customer.

Conversion Rate Optimization


Exact search volume (Global Market Finder Tool)

Google has significantly restricted the functionality of its keyword planner since August 2016. If you are not fortunate enough to have a high advertising budget, you can not ask for an exact search volume. Instead, users get vague information like “100-10,000”. Google is particularly beneficial to financial strong customers – no wonder; the keyword planner is part of Google Adwords and thus of Google’s cash cow.

Exact search volume (Global Market Finder Tool)


Google Tag Manager Fundamentals

The Google Tag Manger (GTM) is designed to simplify the integration and configuration of Google Analytics and other analytical tools. What the tool can do, for whom it is best suited and how to use it, the seo-nerd® explains here.

Google Tag Manager Fundamentals