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Google Analytics fürs Content-Marketing

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Der SEO Profi Berlin Sven Deutschländer auf der CONTENTIXX im Rahmen der Campixx Week 2017: Weit mehr als 10 Google Analytics Berichte, die dabei helfen, den Erfolg von Content-Marketing zu messen ... und aus nicht gut laufenden Content-Marketing-Maßnahmen die richtigen Schlüsse zu ziehen.

Published in: Marketing
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Google Analytics fürs Content-Marketing

  1. 1. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 1 1 Content-Marketing: Erfolge messen 10+ Analytics-Berichte für besseres Content-Marketing
  2. 2. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 2 Voraussetzung für korrekte Erfolgsmessung Saubere Google Analytics Implementierung in Website-Quelltext Datenschutzgerechte Integration über den direkt in den <head> Einbindung Google Tag Manager Bilder: IconArchive Piktogramme
  3. 3. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 3 Voraussetzung für korrekte Erfolgsmessung Umfassende Einrichtung des Google Analytics Accounts Sinnvolle Struktur inkl. Benchmarking aktivieren Demografie & Interessen Rohdatenansicht - Property-Ebene - Bilder: IconArchive Piktogramme
  4. 4. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 4 Voraussetzung für korrekte Erfolgsmessung Umfassende Einrichtung des Google Analytics Accounts Verknüpfung mit AdWords Remarketing und Site Search tracken und Search Console Werbeberichte Bilder: IconArchive Piktogramme
  5. 5. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 5 Voraussetzung für korrekte Erfolgsmessung Umfassende Einrichtung des Google Analytics Accounts Verweisausschlussliste Filter gegen Spam und eCommerce-Tracking eigene Website, PayPal internen Traffic Bilder: IconArchive Piktogramme
  6. 6. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 6 Voraussetzung für korrekte Erfolgsmessung Definition genereller Zielvorhaben in Google Analytics Traffic, Seitenaufrufe, Leads Einkäufe im Shop wiederkehrende Nutzer Bilder: IconArchive Piktogramme
  7. 7. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 7 Voraussetzung für korrekte Erfolgsmessung Einrichtung genereller Zielvorhaben in Google Analytics Ziel-Typ auswählen Wert des Ziels Trichter-Analyse bei Bedarf Events einrichten Buchhaltung bemühen Bilder: IconArchive Piktogramme
  8. 8. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 8 Voraussetzung für korrekte Erfolgsmessung Definition von Zielgruppen, Bedarfsgruppe und Personas Bedarfsgruppe ermitteln Zielgruppe: Demografie, Personas: Archetypen in - enthält Zielgruppen - Geografie, Interessen Zielgruppen Bilder: IconArchive Piktogramme
  9. 9. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 9 Voraussetzung für korrekte Erfolgsmessung Einrichtung von Zielgruppen, Bedarfsgruppe und Personas in Analytics Segmente erstellen Beispiel: sofortiger jede GA-Dimension nutzbar Junge Mütter Live-Check Bilder: IconArchive Piktogramme
  10. 10. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 10 Voraussetzung für korrekte Erfolgsmessung Einrichtung von Zielgruppen, Bedarfsgruppe und Personas in Analytics Segmente erstellen Beispiel: sofortiger jede GA-Dimension nutzbar Junge Mütter Live-Check Bilder: IconArchive Piktogramme
  11. 11. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 11 Content-Marketing und Google Analytics Was will ich mit meinem Content-Marketing erreichen? Markenaufbau, -ausbau, Kundenservice, Kundengewinnung Positionierung im Markt Kundenbindung Bilder: IconArchive Piktogramme
  12. 12. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 12 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Marken-Reichweite Social-Media-Präsenz eigene Kanäle Bilder: Iconsmind, Incons8, IconArchive
  13. 13. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 13 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Channelgruppierung anpassen Brand-Traffic sichtbar machen Markenbegriffe verwalten => Channel-Analysen nutzen Bilder: IconArchive Piktogramme
  14. 14. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 14 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Bilder: IconArchive Piktogramme Reichweite auf Kanalebene Traffic segmentiert betrachten Zielerreichung überwachen Zahlen im Vergleich => „Alle Nutzer“ bringt nichts
  15. 15. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 15 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Bilder: IconArchive Piktogramme Reichweite auf Kanalebene Traffic segmentiert betrachten Zielerreichung überwachen Zahlen im Vergleich => „Alle Nutzer“ bringt nichts
  16. 16. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 16 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Bilder: IconArchive Piktogramme Kampagnen-Berichte => URL-Parameter gut planen => https://goo.gl/wvZOpN Newsletter, Paid Traffic => Campaign URL Builder nutzen
  17. 17. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 17 Content-Marketing und Google Analytics Markenaufbau, Markenausbau, Positionierung analysieren Bilder: IconArchive Piktogramme Kampagnen-Berichte => URL-Parameter gut planen => https://goo.gl/wvZOpN Newsletter, Paid Traffic => Campaign URL Builder nutzen
  18. 18. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 18 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Communitys aufbauen Vertrauen schaffen Autorität werden Bilder: AHA-Soft, IconArchive
  19. 19. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 19 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Bilder: IconsLand, Double J Design, IconArchive Foren-Management Blogger-Management Cleverer FAQ-Bereich eigenes Forum führen eigenen Blog führen
  20. 20. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 20 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Traffic aus externen Communitys im Verweise-Bericht Bilder: IconArchive Piktogramme
  21. 21. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 21 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Traffic aus externen Communitys Traffic auf interne Inhalte im Verweise-Bericht unter „Alle Seiten“ Bilder: IconArchive Piktogramme
  22. 22. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 22 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Traffic aus externen Communitys Traffic auf interne Inhalte Metriken checken im Verweise-Bericht unter „Alle Seiten“ => Seitenwert Bilder: IconArchive Piktogramme
  23. 23. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 23 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Wiederkehrende Nutzer Langfristige Loyalität in den wichtigen Segmenten Bilder: IconArchive Piktogramme
  24. 24. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 24 Content-Marketing und Google Analytics Kundenbindungs- und Kundenservice-Maßnahmen analysieren Wiederkehrende Nutzer Langfristige Loyalität in den wichtigen Segmenten => Häufigkeit und Aktualität Bilder: IconArchive Piktogramme
  25. 25. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 25 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: IconArchive Optimierung der … über die gesamte Customer Journey digitalen Findbarkeit hinweg
  26. 26. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 26 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: IconArchive Optimierung der … über die gesamte Customer Journey digitalen Findbarkeit hinweg: vor, während, nach dem Kauf Mensch Ereignis Bedarf Eingabe- gerät Suche Anbieter Online- Präsentation Interaktion Angebot / Kauf
  27. 27. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 27 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: AWIcons, FastIcon, IconArchive Signifikant bessere Platzierungen Co-Occurences Backlinks in diversen Suchsystemen (Co-)Citations
  28. 28. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 28 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: AWIcons, FastIcon, IconArchive Signifikant bessere Platzierungen in diversen Suchsystemen
  29. 29. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 29 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: AWIcons, FastIcon, IconArchive Signifikant bessere Platzierungen Co-Occurences, (Co-)Citations in diversen Suchsystemen mehr Tools > https://goo.gl/3wnTLK
  30. 30. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 30 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: AWIcons, FastIcon, IconArchive Signifikant bessere Platzierungen Co-Occurences, (Co-)Citations Backlinks in diversen Suchsystemen mehr Tools > https://goo.gl/3wnTLK
  31. 31. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 31 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: IconArchive Neunutzer-Quote Erreichung Mikroziele Erreichung Makroziele Google Analytics Events
  32. 32. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 32 Content-Marketing und Google Analytics Performance-Ansatz: Suchmaschinenoptimierung & Kundengewinnung Bilder: IconArchive Neunutzer-Quote Erreichung Mikroziele Erreichung Makroziele Google Analytics Events
  33. 33. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 33 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Aktive Nutzer > Traffic-Spitzen identifizieren
  34. 34. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 34 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Aktive Nutzer > Traffic-Spitzen identifizieren > Vermerke (Annotations) konsequent nutzen 2 1 3
  35. 35. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 35 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Kohortenanalyse > immer auf Basis der Segmente anschauen > BETA-Version mit Einschränkungen
  36. 36. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 36 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Nutzer-Explorer > Konvertierende Content-Nutzer analysieren
  37. 37. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 37 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Nutzer-Explorer > Konvertierende Content-Nutzer analysieren
  38. 38. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 38 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Nutzer-Explorer > Konvertierende Content-Nutzer analysieren
  39. 39. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 39 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Zielgruppe > Nutzer-Explorer > Konvertierende Content-Nutzer analysieren
  40. 40. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 40 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Conversions > Multi-Channel-Trichter > Übersicht
  41. 41. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 41 Content-Marketing und Google Analytics Weitere GA-Berichte, die für Content-Analysen spannend sind Bilder: IconArchive Conversions > Multi-Channel-Trichter > Top-Conversionpfade > Channel-Gruppierung > Quell-Medienpfad
  42. 42. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 42 Content-Marketing und Google Analytics Mit benutzerdefinierten Anpassungen noch mehr rausholen Bilder: IconArchive, Double J Design Benutzerdefinierte Einrichtung in der Verwaltung > auf Property-Ebene Dimensionen > Case-Study: https://goo.gl/pWFAZQ (OnPage)
  43. 43. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 43 Content-Marketing und Google Analytics Mit benutzerdefinierten Dimensionen Details herausarbeiten Bilder: SeaNau, FatCow, IconArchive Erfolgreiche Autoren Beliebte Kategorien Akzeptierte Textlängen
  44. 44. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 44 Content-Marketing und Google Analytics Mit benutzerdefinierten Dimensionen Details herausarbeiten Bilder: SeaNau, FatCow, IconArchive Erfolgreiche Autoren Beliebte Kategorien Akzeptierte Textlängen >> alles über Custom Dimensions: https://goo.gl/HMus8y
  45. 45. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 45 Content-Marketing und Google Analytics Benutzerdefiniertes Reporting mit Analytics Dashboards Bilder: FastIcon IconArchive Dashboards für Reports an | Dashboard-Gallery nutzen: https://goo.gl/qUkGKH Kunden & Leitungsebene | eigene Dashboards: https://goo.gl/6u1H6u
  46. 46. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 46 Content-Marketing und Google Analytics Noch viel mehr Google Analytics Wissen aus dem World Wide Web Simo Ahava | Justin Cutroni Tolle deutschsprachige Blogs Avinash Kaushik Bilder: IconArchive
  47. 47. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 47 Content-Marketing und Google Analytics Noch viel mehr Google Analytics Wissen aus dem World Wide Web Simo Ahava | Justin Cutroni Tolle deutschsprachige Blogs Avinash Kaushik Bilder: IconArchive http://ganalyticsblog.de/ https://www.trakken.de/insights/ https://www.ranking-check.de/blog/kategorie/web-analytics/ https://www.ebernickel.de/blog/
  48. 48. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 48 Content-Marketing und Google Analytics Noch viel mehr Google Analytics Wissen aus dem World Wide Web Simo Ahava | Justin Cutroni Tolle deutschsprachige Blogs Avinash Kaushik Michael Janssen > Andi Petzold Bilder: IconArchive http://ganalyticsblog.de/ https://www.trakken.de/insights/ https://www.ranking-check.de/blog/kategorie/web-analytics/ https://www.ebernickel.de/blog/
  49. 49. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 49 Content-Marketing und Google Analytics … und noch mehr Google Analytics Wissen auf der CONTENTIXX Erfolgsmessung Content-Marketing Content-Tracking Content Audit (Mario Träger) (Christian Frefel, BlueGlass) (Andi Petzoldt) Bilder: Custom IconDesign, AW Icons, conArchive
  50. 50. SEO Profi Berlin @ dskom GmbH | Reginhardstraße 34 | 13409 Berlin | Tel 030 4990 7084 | SEO-Profi-Berlin.de | SEO-Profi-Akademie.de 50 SEO Profi Berlin – Online Marketing Experten (Fast) immer für euch erreichbar: www.SEO-Profi-Berlin.de www.SEO-Profi-Akademie.de www.twitter.com/dskom www.facebook.com/SEO.Profi.Berlin www.xing.com/profile/Sven_Deutschlaender Sven Deutschländer

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