A small inspirational presentation that I did at the Galaxy of Marketing Festival (Galaksija Marketinga) in Slovenia back in 2019. All Pictures in the presentation are either mine or (for the most part) from the fantastic page unsplash.com!

1. How to be
successful in
Germany
Helen Schrader

4. Department Store Chain (*1879)
~100 branches in GER, NED & BEL
Galeria-Kaufhof.de / hudsonsbay.nl / inno.be
bought by Signa Holding / Karstadt

5. over 30 Online Shops
274 Stores in 4 Countries
One plattform fits all
Change is coming

6. That’s
why
you’re
here

7. Meet your customer(s)
Know your audience
Technical Tipps
Content Best Practices

8. Sen. SEO Manager
Content Strategist
Product Owner
@metablieren.de

9. Grumpy
Glasses
Tall
30s

10. Team responsibility
Performance Marketing
Budget control
Security oriented

11. Search is diverse
Alternative search engines
Product search

12. Playstation 4, Retro
Netflix Addict
Amazon Prime
own over 1k Movies

13. I love (Marvel) Comics
Storytelling over a long time
Heroes & Villains, Friends or Foes
“Excelsior”

14. I like to travel
Research online & offline
Expensive Destinations
No Backpacking

15. I like Facebook
Self-curated
No Messenger
Smartphone only

16. I like Instagram
I loathe Influencers
I search for pics
I search for inspiration

17. I don’t get Snapchat
or twitch or tiktok
I seldom use reddit
or quora or linkedin

18. No App
Use it less & less
No influencers
Trailers

19. I don’t like apples

20. … of any kind ;-)

21. photo: creativelive.com
Quote
Gary Vaynerchuk (a lot)
Read Books
Early riser

22. Did I tell you?
Target Group
Know your customer
Know your business

23. Everyone is part of crowd(s)
“We want to be unique, but
we want to be unique in groups.”
by Marty Neumeier (The Brand Flip)

24. “In the age of easy group-forming,
the basic unit of measurement
is not the segment but the tribe.” M.N.
Now you met some of mine...

25. Be aware:
“Saying hello doesn’t have an ROI
it’s about building relationships.” G.V.
Find common ground

26. Great Content

27. Start your journey
with one segment
at a time

28. Segmentation is the key

29. Gifts / Presents
Attention
Joy
Vacation

30. ©
Pixum
2016
|
Seite
30
Customer focused
Holiday centered
All channels
+25% increase in sales

31. “I look at only two things
when angel investing.
Are you solving an important problem?
Do you care about the end users?” G.V.

32. Service oriented Landingpages
-10% calls
Longtail Landingpages
25.000 Visits/Page/Day

33. Scrum Master
Product Owner
Team
MVP & Sprint oriented

34. Short & continuous development
Hypothesis driven experimentation
Validated Learning & testing
Actionable vs Vanity Metrics

35. Konkreter (evtl. Vergleich zum Vorjahr)
©
Pixum
2016
|
Seite
35
Iterative approach
12 weeks earlier
37 A/B tests
+53% in visits, +13% CR

36. “No matter what you do, your job
is to tell your story.” G.V.
Everything has a story
Even the boring stuff

37. https://www.semrush.com/blog/
Complex
Expensive
Explain

38. This is Mr. “Mattress”
Expertise
Authority
Trust

39. Fashion
Lifestyle
Competition
Tribes

40. Unique
Curated
Influencer
Change

41. Be original
“Stop focusing on dumb shit.” G.V.
MVP - Minimum Viable Product
“The Maximum amount of validated learning
with the least effort.” Eric Ries

42. Where’s the money?
Where’s the product?
Where’s the content?
Where’s our passion?

43. “Stop focusing on dumb shit.” Gary Vaynerchuk
“There’s not a single winner on earth that took it
easy.” Gary Vaynerchuk
Taste
Quality
Gifts
Collection

44. Expert Videos (LVMH)

45. Expert Interviews (SLYRS)

46. Visibility increase

47. Long Tail Keywords
15 Top-10 Keywords
Over 100 Top-100 Keywords
Solution Aware

48. Time on Site
Pages read
Pre-Purchase
CTR >20%

49. Forums
EAT Sites
Customers
Literature

50. What kind of artwork?
Without lots of money?
What is the MVP?
What does the tribe need?

51. Wordpress
Woocommerce
300 Art Prints
A/B Testing

52. Basic Theme
No Products
3 Shops
SEA Traffic

53. Right artworks
Artists compensation
From 30k
To 3 Mio.

54. Speed is critical
Innovative Products
Iterative Approach
Online First, Optimize later

55. Top-3 Rankings
Generating URLs
Internal Linking
Content Optimization

57. Increase Rankings
Stay hungry
Outrank your competition
Scale

58. “Innovation isn’t a tactic.” G.V.
“Passion is priceless.” G.V.

59. If your competition
creates 60 / quarterly
Create 600 / quarterly
Quality & Quantity

60. Stay agile & creative
Create regularly

61. Service oriented
+ 45.8% in Sales
+23.0% Transactions
+21.9% CR

62. “If you’re not putting
relevant content
in relevant places,
you don’t exist.” G.V.

63. on every device
Relevant content
at the right place
at the right time

64. One Message
Site
Mobile
Email Social
SEO
SEA
TV
Direct

65. Seasonal Trends
Aggregate Data
Keyword Planner
Internal Search

66. Balanced Scorecard
Strategy
Vision
Financial
Perspective
Internal
Perspective
Learning &
Growth
Perspective
Customer
Perspective
Scorecard
Dashboard
of all
relevant
KPIs
Strategy
Map
Visual
cause &
effect
chain

67. Marketing Planner
Editorial Calendar

68. 8-10 weeks before
All channel executives
Focus keywords
Campaign Monitoring in
place

70. Technical Issues

71. Safety First

72. HTTPS
Trust Badges
Reviews
GDPR (!!!)

73. How to get around?
Do i know this page?
Recommendations

74. No HTTPS
No Trust Badges
No Reviews
No GDPR

75. Be bold
“Stop hanging around people who...
…don’t want to win.” Gary
Vaynerchuk
Test your theories

76. JavaScript
Client Side Rendering
No code changes
Speeeeeed Issues

77. users forget their tasks
-12% of users
for every second
> 1 second

78. Hybrid Rendering
JavaScript isn’t necessary
Code needs to be changed
Best of everything

79. Parameter Handling
Session IDs

80. You don’t need 5 Mio. URLs
With seven productgroups

81. >5 Mio pages is too much
>50% parameter is too much
Clean Up
Optimize Crawling

82. Site Architecture
Click Depth
Page Depth
Navigation

83. 10+ = 152k pages
Internal Linking

84. Link Siloing
Clustering
Teaser
Heat Maps

85. Faceted Navigation
Themes
Genders
Cross- / Up-selling

86. Index Management
Optimize
Crawling
Indexing

87. You only need pages
that get crawled
and indexed
by Google

88. HTTPS Status

89. Mobile Status
Desktop Status
Look for signs
Mobile First
Desktop First
Compare

90. Crawled
not indexed
Compare
Eliminate

91. Rise in Rankings

92. Growth Hacking for Pro’s
Read the literature (right)!
Germany vs. German Speaking
Original vs. Canonical

93. hreflang
DE, AT, CH

94. hreflang
Canonical

95. up to 165%
up to 110%

96. The combination of
hreflang & Canonical
6 Countries, 3 Languages
Plus XXX.000€ in Austria

97. 2019 and beyond

98. Thin or Duplicate
Content Pruning
Outdated Information

99. Efficient pages
Visibility /
Indexed URLs
*100.000

100. Page Efficiency Index

101. Structured data
Fragmented search
Entity Relationships
Progressive Web Apps

102. Beyond websites
APP Stores
Marketplaces

103. Google Patents
Entities
Relationships
Structure

104. Responsive
Installable
Linkable
Connectivity Independent

105. https://www.facebook.com/SEOkomm/videos/318528095648724/
(Tandler, german)
https://mobilemoxie.com/blog/entity-first-indexing-mobile-first-crawling-1-of-5/
(Krum, english)

106. TL;DR: Good Luck!

107. All pictures are
from Unsplash!

108. Questions?

109. The End