Before starting a collaboration with an agency, one question usually comes up: How will billing work? Agency fees can vary widely, and each pricing model is suited to different goals and budgets. This overview highlights the three most common options. Which model is right depends largely on how predictable the project is and how much […]
Claims are rarely as convincing as evidence. A case study uses a real-world project to illustrate what the problem was and what results were achieved. Especially during the consideration phase of the buyer’s journey, such evidence is the deciding factor because it makes abstract promises tangible. Without this evidence, every promise remains a mere claim […]
Hardly any purchasing decision is made on the spur of the moment—most go through several stages of consideration. The buyer’s journey describes exactly this path, from the initial recognition of a problem to the purchase. Those who align their content marketing strategy with these phases can reach the persona exactly where they are in the […]
Anyone serious about search engine optimization can’t do without software. SEO tools collect data faster than any manual research and show where a website stands in the rankings. This overview highlights the different categories and when they’re used. For smaller websites, a limited selection is often sufficient, whereas larger agencies combine multiple tools into a […]
Describing a target audience solely in terms of age ranges and location remains abstract. A persona gives this group a face, a name, and a daily life. The article on persona development in market research shows in detail how data is transformed into a tangible figure—here’s an introduction. Especially within a team, this shared image […]
A language model—often referred to as an LLM (Large Language Model)—is the technology behind systems such as OpenAI’s ChatGPT or Anthropic’s Claude. Without this language model running in the background, none of today’s conversational and search systems would exist in their current form. It calculates which word is most likely to follow in a sentence […]
A crawler is an automated program that systematically visits websites, follows links, and stores content for later analysis. The best-known example is Googlebot, but AI crawlers have long been in use for entirely different purposes. Anyone who wants a page to be crawled should understand how these bots work technically and what factors influence how […]
AI crawlers like GPTBot or PerplexityBot don’t crawl the web for ranking purposes, but rather to collect training data or generate real-time responses for systems like ChatGPT. Technically, they function similarly to a traditional crawler, but they pursue a different goal than Googlebot in technical SEO. For website operators, this creates an entirely new category […]
These days, when someone asks a question, they’re increasingly likely to find a fully formed answer rather than ten blue links. Generative AI systems like ChatGPT, Perplexity, and Google’s Gemini are fundamentally changing how search works and how users access information. For companies, it’s becoming crucial whether their own content appears in such answers at […]
Ever since generative AI systems like ChatGPT or Perplexity started providing their own answers instead of blue links, the term “classic SEO” has been cropping up more and more frequently. This refers to traditional search engine optimization for Google and Bing, as opposed to the work done by GEO agencies, which specifically optimize content for […]
4.9 / 5.0
average of the last 12 months. Survey after consultation – online, by telephone or on site.