How a Page Is Crawled

Googlebot follows links from one URL to the next, downloading the complete source code of each page in the process. This visit alone is called crawling, regardless of what happens to the collected data later. The bot also keeps track of when a page was last visited and schedules its next visit accordingly, usually based on the URL’s previous frequency of updates.

Warning: An incorrectly configured robots.txt rule or a missing noindex tag will prevent crawling, even if the page’s content is flawless and it functions without technical issues.

How often a page is visited depends on what’s known as the crawl budget. Pages with regular updates and strong internal linking are given priority, while neglected subpages are crawled less frequently, meaning updates aren’t visible until some time later. Especially for large websites with thousands of subpages, this budget has a noticeable impact on which sections are visited promptly and which are visited only occasionally.

• The bot follows internal and external links
• Source code is loading completely
• Robots.txt can block access
• Crawl budget controls the frequency of visits

Crawled does not necessarily mean indexed

Crawling and indexing are often treated as the same thing, but they are two separate steps in the same process. A page may have been visited without subsequently appearing in search results—for example, due to thin content, duplicate content, or conflicting instructions in the source code that signal to the bot that it should ignore the page.

Search Console shows, for each URL individually, whether it has been crawled but is not currently indexed, and usually provides the reason right away. If you check this report regularly, you’ll spot problems much sooner than by simply monitoring rankings, since drops in rankings usually don’t become apparent until after a noticeable delay.

• Crawling is always the first step
• Indexing will follow afterward
• Thin content slows down indexing
• Each URL has its own status

What is SEO?

SEO encompasses all measures that make a website easier for search engines like Google to understand, technically sound, and relevant in terms of content, with the goal of appearing as high as possible in the results for relevant search queries. Unlike paid advertising, SEO does not produce immediate results, but it does deliver long-term benefits without ongoing click costs.

From our consulting experience: Companies that treat SEO as a one-time project usually lose the rankings they’ve gained within a short period of time. Lasting visibility can only be achieved through ongoing maintenance.

SEO can be broadly divided into three areas: on-page measures implemented directly on the website, technical optimization behind the scenes, and off-page signals such as backlinks from other domains. It is only through the interplay of these three areas that sustainable visibility is achieved. Anyone who views SEO solely as a technical checklist also underestimates its strategic component: Determining which search terms are truly relevant to your own offerings, which competitors are already ranking for them, and what content can fill that gap often has a greater impact on success than any single technical adjustment.

• Improves organic visibility over the long term
• Works without ongoing click costs
• Consists of on-page, technical, and off-page elements
• Requires ongoing care rather than a one-time project

SEO is particularly beneficial for small and medium-sized businesses because visibility is maintained regardless of the current advertising budget. An ad disappears the moment the budget runs out, whereas a well-positioned, organically ranked page continues to attract visitors over the long term without requiring payment for every single click.

How Search Engines Calculate Rankings

Google and other search engines evaluate each page based on several hundred signals and use them to calculate a ranking for each search term. Content relevance, technical quality, user signals, and external authority all play a role in this process. Since generative AI systems such as ChatGPT, Perplexity, and Google AI Overviews now formulate answers directly, the citability of such generative models adds a second layer of visibility to the traditional ranking system.

For businesses, it’s worth looking at both levels separately: Traditional ranking positions can be reliably tracked over a longer period of time using tools, while presence in generative responses has so far been more difficult to measure and can often only be verified on a random basis through manual test queries.

• Hundreds of signals are factored into the ranking
• Relevance, Technology, User Signals, Authority
• Citation impact complements traditional rankings
• Consider both levels together

The Key Components of Search Engine Optimization

On-page SEO encompasses all optimizations made directly on the page: structure, headings, internal linking, and the actual text optimization. Technical SEO works behind the scenes to ensure fast loading times, crawlability, and an error-free structure. Finally, off-page SEO builds a domain’s authority through backlinks and mentions, which is also central to E-E-A-T.

As part of on-page optimization, internal linking is just as important as the actual text: It helps search engines understand a website’s structure while also distributing authority from strong pages to weaker ones. In contrast, technically weak websites lose visibility even with excellent content if loading times are too long or if important pages are completely inaccessible to search engines.

• On-page: Structure, Text, Internal Links
• Technology: Load Time, Crawling, Error-Free Performance
• Off-Page: Backlinks and Authority
• All three components work together

SEO for Different Business Units

SEO doesn’t work the same way across all sectors. B2B companies target different search terms than consumer-facing online stores; HR departments struggle to gain visibility for their career pages through HR SEO; and individual job postings, in turn, follow their own technical rules on Google for Jobs. Video platforms like YouTube also have their own ranking algorithms, which require a separate YouTube SEO strategy.

These differences are particularly evident in vocabulary: While end customers often search using everyday language, technical decision-makers in the B2B environment use precise technical terms that require their own keyword research. Those who fail to use this language remain invisible to the relevant target audience, even if their website is technically flawless.

• B2B search terms vary widely
• HR SEO addresses career pages separately
• Job postings follow their own rules
• YouTube Needs Its Own Ranking Algorithm

For agencies, this diversity means that a single SEO measure rarely works equally well for all areas of a business. A career portal has different priorities than an online store, and a single job posting, in turn, follows its own technical rules rather than those of a permanent company website. In practice, those who treat these areas separately—rather than applying a single strategy across all page types—achieve significantly more reliable results.

SEO and Generative AI: The Shift to GEO

Generative AI models are changing the very nature of how visibility is created: Instead of a list of links, systems like Google AI Overviews provide a fully formulated answer with just a few cited sources. An SEO/GEO audit therefore checks—in addition to traditional technical factors—whether content is structured sufficiently to be cited by these AI systems. Those who address this early on secure visibility in a channel that is increasingly complementing traditional search results.

In practice, this means that content should answer questions in a way that makes the answer understandable even without additional context, with clear definitions at the beginning of a section rather than at the end of a long explanation. This structure helps not only generative models but also human readers who are looking for a quick answer.

• AI provides ready-made answers instead of lists of links
• Only a few sources are cited
• GEO-Audit Specifically Evaluates AI Citation Eligibility
• An early start secures an additional channel

SEO Projects: Strategy, Relaunch, and Ongoing Maintenance

A well-thought-out SEO approach begins with a clear SEO strategy that defines goals, priorities, and resources. When redesigning a website or migrating a domain, a clean SEO relaunch determines whether hard-earned rankings are preserved. During day-to-day operations, a regular content audit helps improve existing pages in a targeted manner, rather than focusing solely on producing new content.

These three phases are not a one-time process but rather repeat themselves over time: A relaunch is followed by a phase of strategic adjustment, and an audit is followed by a phase of implementation. Companies that plan for this cycle are less likely to find themselves in a situation where they suddenly have to react to declining figures.

• The strategy sets goals and priorities
• Relaunch safeguards existing rankings
• A content audit improves existing pages in a targeted manner
• All three phases are interrelated

An Overview of All In-Depth SEO Articles

There are detailed articles dedicated to each specific area of SEO. The following overview provides links to all the key topics:

• HR SEO: Making Career Pages Visible on Google
• B2B SEO: For Decision-Makers, Not End Customers
• Technical SEO: Load Time, Crawling, Structure
• SEO Strategy: Long-Term Visibility Planning
• SEO Relaunch: Maintaining Rankings During a Site Move
• SEO/GEO Audit for Google and AI Visibility
• Job Posting SEO for Google for Jobs
• YouTube SEO: Channel Growth and Reach
• On-Page SEO: Ranking Factors on Your Own Website
• SEO Text Optimization for Better Rankings
• Content Audit: Analyzing and Improving Content

In addition, the glossary entries on ” domain,” ” ranking,” ” generative models,” ” E-E-A-T,” and ” FAQ” explain the most important basic concepts related to SEO.

SEO is an ongoing process

SEO rarely delivers results overnight, but it does provide visibility that lasts over the long term and doesn’t disappear once the advertising budget runs out. Anyone who understands basic concepts such as domain, ranking, and E-E-A-T and presents questions clearly in an FAQ format lays the foundation for all further measures.

If you also keep an eye on external factors such as backlinks and how you address your target audience, you’ll cover virtually all the relevant levers. SEO thus remains a discipline that requires patience, but unlike short-term advertising measures, it continues to deliver visibility even when the budget for other channels is temporarily suspended.

For companies looking to build an SEO strategy from scratch or revamp an existing one, it’s advisable to set a realistic timeframe: The first measurable results often become apparent after a few months of consistent effort, while noticeable improvements for highly competitive keywords often take significantly longer. By factoring this timeframe in from the start, you can avoid unmet expectations and evaluate individual measures more fairly, rather than hastily questioning the entire strategy after only a short time.

• The effect develops over a longer period of time
• Understand and Apply the Basic Concepts First
• Consistent implementation is more important than speed
• The foundation supports all subsequent steps

What does E-E-A-T stand for?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust, and describes four criteria Google uses to evaluate the trustworthiness of content. “Experience” refers to the author’s own practical experience with the topic, while “Expertise” refers to the author’s demonstrable specialized knowledge.

Practical experience shows that an author profile featuring a real name, photo, and verifiable background comes across as more credible to both Google and readers than anonymous content with no identifiable source.

Authoritativeness refers to the reputation of the domain and the author within the respective subject area; Trust combines all three criteria and asks: Can this content be trusted? Google explicitly considers Trust to be the most important of the four elements. Google originally published this concept in its Search Quality Rater Guidelines, which are designed for external quality raters who manually evaluate search results. Even though these evaluations do not directly feed into the ranking algorithm, they shape the criteria that automated systems use as a guide over time.

• Experience: Demonstrate practical experience
• Expertise: Demonstrate verifiable specialized knowledge
• Authoritativeness: Reputation in the Subject Area
• Trust: The Most Important Criterion

How E-E-A-T Specifically Influences Rankings

E-E-A-T is not a single, measurable ranking factor with a fixed weighting, but rather a framework against which many individual signals are evaluated. These include author information, source citations, legal notices, user reviews, and the overall technical reliability of a domain. Especially for topics related to health, finance, or security, Google evaluates these signals more strictly than it does for non-critical content.

This influence is particularly evident in so-called YMYL topics—short for “Your Money or Your Life”—content related to health, finance, safety, or legal issues. In these areas, Google explicitly requires stronger evidence of expertise and trustworthiness, because inaccurate information can cause particularly serious harm.

• No single, fixed-weight factor
• Works in conjunction with many signals
• More Strict on Sensitive Issues
• Author Information and Legal Notice Are Important

Strengthening E-E-A-T in Practice

Companies can most effectively strengthen E-E-A-T through visible, genuine expertise rather than through mere claims. This includes detailed author profiles, references to sources and studies, and content optimization that clearly highlights subject matter expertise. A regular content audit also helps identify outdated or unsubstantiated statements that undermine trust.

One often underestimated factor is external perception: mentions on relevant, independent websites, interviews, awards, or expert articles on other domains boost authority more effectively than any self-description on your own website. Someone who talks exclusively about themselves is harder for Google to categorize than someone others are also talking about.

• Maintain complete, authentic author profiles
• Link to sources and studies
• Update outdated content regularly
• Showcase Your Expertise in the Text

E-E-A-T Without Prominent Individuals

Not every company has specific, publicly recognized experts who can serve as the face of its content. In such cases, it helps to clearly attribute authorship to the company as a whole, providing transparent information about its experience, certifications, and reference projects. It is important that there be some recognizable, verifiable source behind the content, rather than publishing completely anonymous text.

• The company as a whole as the author
• Showcase Your Experience and References
• Traceable Source Instead of Anonymity

E-E-A-T in Practice: Common Mistakes

A common mistake is the assumption that a single, detailed author profile is enough to strengthen E-E-A-T over the long term. In fact, Google continuously evaluates signals across a wide range of content, which is why a profile created once but not regularly updated loses its effectiveness. Even generic author information that doesn’t specifically mention experience or relevant topics is hardly any more convincing than no information at all.

In the B2B sector in particular, subject matter expertise is often shared only internally, even though decision-makers, in particular, place great importance on transparent expertise when it comes to complex topics.

• Update author profiles regularly
• Avoid generic statements that lack substance
• Showcase Your Expertise to the Outside World
• B2B decision-makers expect transparent expertise

E-E-A-T on Career and Company Pages

E-E-A-T also plays a role beyond traditional how-to content, for example on career pages, as described in the article on HR SEO. Transparent information about company size, authentic employee testimonials, and verifiable facts help build trust here just as they do with editorial content.

In addition, strategically building external backlinks from specialized portals and industry directories helps, because such mentions further validate a domain’s reputation from external sources.

• Include genuine employee testimonials
• Present verifiable facts transparently
• Build Backlinks from Industry Portals
• External confirmation supplements the information provided by the individual

Those who treat E-E-A-T as an ongoing process rather than a one-time project are also better able to respond calmly to individual algorithm updates that target trust signals. Companies that continuously work on author profiles, source citations, and verifiable expertise are less likely to lose visibility during such adjustments than websites that only retroactively improve these signals under time pressure.

By having an internal point person regularly review these signals, you can prevent responsibility for E-E-A-T from remaining unclear among the editorial team, the SEO team, and the subject-matter department.

Google Display Network (GDN): What is it actually?

The Google Display Network is an association of millions of websites, apps and video platforms (such as YouTube) on which Google markets advertising space. In contrast to Google Search, which is dominated by text ads, the focus here is on visual formats. You don’t buy keywords, but target groups, interests and placements. It is the digital form of billboard advertising, but with the precision of performance marketing.

The different ad formats

Google offers a variety of ways to package your message visually. Responsive display ads are particularly efficient. Here, we upload various images, logos and texts and the Google AI automatically combines them into the format that works best on the respective website. This saves time in photo and video production and optimizes performance through constant testing.

• Classic image ads (static banners)
• Responsive display ads (AI-optimized)
• Video ads (integration in YouTube & apps)
• Engagement ads (interactive formats)
• Gmail ads (placement directly in the mailbox)

Why Google? Advantages

Compared to other platforms such as Bing Ads or the specialized marketplace environment of Amazon Ads, the Google Display Network (GDN) offers unparalleled coverage of over 90 % of all Internet users worldwide.

“Although we can also highly recommend Amazon Ads at the moment.”

Agency strategies: Prospecting vs. remarketing

Successful Google Display campaigns are based on two pillars. First: “Prospecting” – finding new customers who do not yet know your brand but fit perfectly into your target group profile. Secondly, remarketing – retargeting people who have already visited your store but have not yet made a purchase. While providers such as Adroll Ads offer strong competition here, Google impresses with the seamless integration of all data streams.

Customized target group targeting

We use Google data to target people based on their habits. “Ready-to-buy target groups” are users who, according to Google’s algorithm, are about to make a purchase decision. In an individual marketing consultation, we analyze which segments offer the lowest CPC (cost-per-click) for your product with the highest conversion probability. In this way, we avoid wastage that is otherwise often found in traditional TV or print advertising.

And then? Check the results!

1. Place advertising
2. Check results, optimize
3. Continue to place good ad sets

Zack! Sale!

The perfect funnel: What happens after the click?

Clicking on a banner is just the beginning. As a full-service agency, we ensure that the user lands on a highly optimized landing page. The design of the ad and the message of the page must harmonize perfectly. If mistakes are made here, your budget will be wasted. We also implement web push notifications to retain visitors without an email opt-in.

Lead generation and newsletter marketing

With display ads, users often do not buy immediately (impulse purchase), but must first be convinced. That’s why we integrate smart hooks for your newsletter marketing on the landing pages. Once in the system, we guide the contact through an automated email funnel to the conclusion. This chain of visibility (display) and completion (email) is the gold standard in e-commerce.

• Optimization of the user experience (UX)
• Building trust through UGC content on the site
• Fast loading times for mobile users
• Clear call-to-action (CTA)
• Integration of testimonials

Step 1: Collect e-mails

Step 2: Use emails for remarketing

Google Display Ads in the cross-channel mix

A modern user sees your brand on many channels. They scroll through TikTok Ads, search on Google and read the news in the evening. Google Display Ads act as a “glue” here, connecting the various points of contact. If a user has seen your product in an Instagram ad, they should find it shortly afterwards as a display banner on their favorite news site. This omnipresence creates authority and trust.

Synergy with YouTube advertising

As YouTube is part of the Google universe, we can perfectly coordinate video ads and display banners. Anyone who has seen your video will later be shown a matching banner. In our YouTube consultation, we show you how to use this combination to tell your brand story consistently across all devices.

Costs and budget planning for display ads

How much does Google Display Advertising cost? The beauty of Google Ads is that you have full control. You can start with €5 a day or invest millions. Billing is usually based on CPC (click price) or vCPM (cost per 1,000 visible impressions). Prices are often significantly lower in the display network than in search, as the competition at placement level is more widespread here. We use professional bid management to ensure that you get the maximum “share of voice” for your budget.

Use of AI and smart bidding

We use state-of-the-art AI marketing to adjust your bids in milliseconds. Google learns which users convert and prioritizes your ads to these people. This massively reduces the cost per lead (CPL) and makes your marketing scalable. We combine the power of the machine with our years of experience from hundreds of cases.

• Full budget control in real time
• Transparent evaluation of all clicks
• A/B tests of different banner designs
• Exclusion of inappropriate websites (brand safety)
• Geographic targeting down to city level

Prices: Advertising prices on Bing Ads?

Bing is an unbeaten champion in the B2B sector in particular, as Microsoft Edge and Bing search are pre-installed as standard on millions of office computers. If you don’t have a presence here, you leave the field to the competition without a fight.

With our expertise as an SEA agency, we help you to establish Microsoft Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.

• Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
• Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
• Amazon Ads – users close to purchase, CPC often €0.30-1.50
• AdRoll Ads – retargeting-based, costs mostly via CPM or CPA

Conclusion: reach that sells

Google Display Ads are the backbone of any serious online marketing strategy. They provide the necessary visibility among the masses and bring potential customers back to the store through intelligent remarketing. Those who do without this presence today are leaving the digital space to their competitors. In combination with sound Instagram advice and technical funnel know-how, Google Display becomes the most important engine for your growth.

Your Google Ads agency & contact

Why choose Social Media One as a partner for your Google Display campaigns? As a specialized marketing agency and advertising agency, we are always “cutting edge” thanks to our numerous cases and own brands in the double-digit million range. We know exactly which visual stimuli and texts work to turn a fleeting glance into a paying customer. An agency saves you a huge amount of time in the technical setup and graphic creation of the ads. We optimize your campaigns daily to get the most out of every euro.

Ready for maximum visibility? Let’s develop your Google Display strategy together and make your brand present everywhere on the web.

• Contact us directly
• Book a speaker for digital marketing
• Start a career in display marketing

Adroll: What is that actually?

Adroll is a demand-side platform (DSP) that enables companies to place ads across thousands of websites and apps. The company is best known for its first-class retargeting. Once a user visits your store, Adroll “follows” them across the web – whether they are reading news, browsing social networks or using mobile apps. It’s the ultimate form of top-of-mind marketing.

Retargeting and prospecting

The magic of Adroll lies in the combination of two strategies: retargeting (bringing back former visitors) and prospecting (finding new, similar users). With access to billions of user data, Adroll can create lookalike audiences that are even more precise than many other providers. In a comprehensive marketing consultation, we analyze how we can profitably activate these target groups for your store.

• Cross-platform retargeting (web & social)
• AI-supported prospecting for new customers
• Dynamic product ads (DPA)
• Automated bidding strategies
• Central management of all display campaigns

Adroll vs. Google Display Ads: What are the differences?

Why use Adroll when Google exists? The main difference lies in the inventory. While Google primarily serves its own AdSense network, Adroll accesses over 500 different ad exchanges, including inventory from Facebook and Instagram. So you don’t just buy from one provider, but across all of them. This often leads to better performance in the e-commerce sector, as users are reached where they have the highest level of attention.

Avoidance of advertising blindness

Thanks to the variety of formats and placements, with Adroll we avoid the typical advertising blindness that often occurs with standard banners in the Google network. We combine classic display banners with native ads and video ads. This increases the click-through rate (CTR) and ensures a healthy mix in your digital presence. We achieve impressive results, especially in combination with UGC content in the creatives.

What comes after the adroll click? Strategic funnel structure

Buying traffic is the first step, converting it is the decisive one. A click on an adroll ad must lead to a highly optimized landing page that immediately delivers on the promise of the ad. As a full-service agency, we do not view adroll as an isolated channel, but as part of a holistic email funnel.

Newsletter and reactivation

As soon as the user lands on your site via Adroll, our goal is lead capture. With a smart opt-in for your newsletter marketing, we convert the one-off click into a lasting customer relationship. We also use web push notifications to reach users even when they are not reading emails or scrolling through social media.

Remarketing: Closing the bag

Professional remarketing is at the heart of every Adroll campaign. We segment visitors according to their behavior: Who only saw the homepage? Who was in the shopping cart? Who has already made a purchase? Each segment receives an individual message. Those who have abandoned their shopping cart are shown a dynamic banner via Adroll with exactly the products they have abandoned – often combined with a small incentive.

• Individual approach per funnel level
• Automated shopping cart reminders
• Cross-selling for existing customers
• Brand awareness through constant visibility
• Real-time customization of advertising media

Adroll in the cross-channel mix: social & search

A modern store visitor uses multiple devices and platforms. They see a story on Instagram, search later on Google and read an article on a news site in the evening. Adroll connects these worlds. We synchronize your TikTok Ads or YouTube campaigns with the Adroll display network. This creates a seamless customer journey that gently guides the user to the conclusion of a purchase.

Understanding attribution models

One of the biggest advantages of Adroll is the detailed reporting. We can see exactly what proportion of the final purchase came from display ads, even if the user ultimately came from a direct search. This helps us to calculate the “true value” of your ad spend (ROAS) and shift budgets from inefficient channels to high performers.

Step 1: Collect e-mails

Step 2: Use emails for remarketing

Prices and costs at Adroll

The cost structure at Adroll is flexible and depends on your budget. You usually pay according to the CPM model (cost per 1,000 impressions) or CPC model. Since Adroll works via real-time bidding strategies, the system constantly optimizes to get the best price for the best placement. As an agency, we control these processes to ensure that your budget is not wasted on “blind traffic” but generates real sales.

Efficiency through automation

Through the use of AI marketing features within Adroll, bids and creatives are automatically adjusted. The system learns which banner design works best with which target group. This saves time and massively optimizes the performance of your Facebook Ads extensions.

• No fixed minimum budgets
• Transparent billing according to performance
• Scalability from local to global
• A/B testing of banners included

As always, our price comparison:

Prices: Advertising prices on Bing Ads?

Bing is an unbeaten champion in the B2B sector in particular, as Microsoft Edge and Bing search are pre-installed as standard on millions of office computers. If you don’t have a presence here, you leave the field to the competition without a fight.

With our expertise as an SEA agency, we help you to establish Microsoft Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.

• Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
• Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
• Amazon Ads – users close to purchase, CPC often €0.30-1.50
• AdRoll Ads – retargeting-based, costs mostly via CPM or CPA

Adroll as a range booster

Relying on Google alone is a waste of potential. Adroll is the perfect complement to close the “gaps” on the Internet and make your brand present wherever your customers are. It is the link between high-interest search and emotional social media consumption. Combined with strong Instagram consulting and technical funnel know-how, Adroll will give you an unfair advantage over your competition.

Your Adroll agency & contact

Why choose Social Media One as a partner for your Adroll campaigns? As a specialized marketing agency and advertising agency, we are always “cutting edge” thanks to our numerous cases and own brands in the double-digit million range. We know exactly which psychological triggers need to work with display ads in order to provoke a click. An agency saves you a huge amount of time in the technical connection (pixel setup) and creative design. We make sure that your brand is not just seen, but sold.

Ready for maximum reach beyond Google? Let’s take your retargeting to the next level together.

• Contact us directly
• Create video content for Adroll Ads
• Book keynote on digital advertising trends

Table: How many 5-star ratings are needed?

Bad Google reviews? The following table clearly shows how much a bad rating can affect your overall average. It shows you the minimum number of 5-star ratings you need after a single 1-star rating in order to achieve certain target averages. Even small differences in the average can be decisive in determining whether your store is perceived as trustworthy or dubious.

Let’s say you have 5x only 1 star = 95x perfect 5 stars as compensation for top 4.8 rating

Why are good ratings so important?

People trust the opinions of other buyers, even if they only glance briefly at the stars. Studies show that just 1.4 seconds is enough for a rating to influence trust. With an average of just 1.5 stars, you immediately appear dubious and many potential customers will leave. Things look solid from 4 stars upwards, but you only reach the upper segment of customer satisfaction from 4.4 stars upwards. Increase conversion rate through satisfied customers – smart, right?

An average of 4.7 or 4.8 stars is even better, as it indicates consistently high quality. A perfect 5.0 is desirable, but becomes almost impossible as the number of reviews increases. Many customers already consider 4 stars to be good, while 5 stars are considered outstanding with exceptional service. You should therefore focus on consistently collecting very good reviews without being discouraged by a single bad review.

Collect more good reviews

The basis is simple: good products and reliable customer service. However, this alone is often not enough because satisfied customers rate much less frequently than dissatisfied customers. This makes it all the more important that you take active steps to make positive experiences visible. With the right strategy, you can not only keep your average rating stable, but also continuously improve it in the long term – perfect for scaling your e-business through real customer (feedback) and empowerment marketing!

Actively ask customers

Many satisfied customers only leave a review if you ask them to do so directly. That’s why you should specifically remind them after the purchase and ask for feedback. This even works automatically with providers such as Trusted Shops or directly via your online store. With WordPress and WooCommerce, you can use plugins such as WooAutomate or similar tools that make the process much easier. Of course, this also works with Magento, Shopify & Co.

Bonus tip: Valuation change

Give positive feedback, offer vouchers, a partial refund or even a return as a last resort to keep your ratings high. Actively ask for a change here too, especially if a customer feels more uplifted by your actions. In this way, you can convert one or two 1-star ratings into 3 stars, 4 stars or even 5 stars.

Transparent communication – even in minor crisis situations – is a key to better ratings. Customers notice immediately when you are honest, reliable and solution-oriented. If you respond quickly to queries or problems, you create a feeling of security. It is precisely this trust that your customers often reward with a 5-star rating.

Optimize customer service

The smoother the process from order to delivery, the more likely customers are to write a positive review. Small details such as fast delivery times, friendly communication or accommodating returns are remembered. Customers don’t just rate the product itself, but the entire experience with your store. So make it as pleasant as possible for them so that they are happy to give you five stars.

• Actively ask customers for reviews
• Use automation tools
• Communicate quickly and transparently
• Constantly improving customer service

What about lawyers? Yes, of course that’s also possible. However, I recommend first working primarily on your own 1) product and 2) customer service.

Remember: Don’t get 1 star!

A single bad review can massively drag down your average, especially at the beginning when you haven’t collected many reviews yet. With every new 5-star rating, on the other hand, you build trust and secure the reputation of your store. From a value of 4.7 or 4.8 stars, you are in the premium range, which customers associate with high satisfaction and quality. This should be your long-term goal.

Creating videos with AI: Insights

KI Erfahrung von Stephan Czaja (Co-Owner)

Last week, I published the big flagship article on AI in marketing. Today I’m focusing on AI videos and giving you an example project from our agency.

First of all: AI videos need planning, just like “normal” videos that you would shoot for Insta, TikTok, YouTube and co.K

The important thing is: AI videos also need planning. Just because the tools open up new possibilities doesn’t mean that strategy and structure are superfluous. On the contrary: the clearer you know your goal, the better the result will be. Just like with “normal” productions for Instagram, TikTok or YouTube: think first, then shoot – only digitally.

• Planning remains crucial
• AI is no substitute for strategy
• Clearly define goals

Important: You can see my own projects here, which I can talk and write about freely.

Video planning: What are you planning?

Was willst du kommunizieren und wie?

Before you start, you need to know what you actually want to produce. Are you looking for short, funny clips that will go viral or complex explanatory videos with added value? Do you want to work with an AI avatar, a voiceover or use yourself as the avatar? This decision determines the direction. AI is versatile, but the goal determines which tools you choose. It’s like cooking: You can have the best ingredients, but without a recipe, the result will be random.

An editorial plan and a keyword plan are also recommended. The keyword plan ensures that your videos are found for the right search queries – particularly important on YouTube. The editorial plan ensures that you publish regularly and link your videos together. This allows you to build up your reach over time, as viewers jump between clips instead of dropping out after a single viewing. Ideally, you should link the whole thing to your website or e-commerce for active link building.

• Keyword plan for visibility
• Editorial plan for consistency
• Crosslinks for reach

Create shorts & reels

For short formats such as reels or shorts, the combination of the right tools is crucial. ChatGPT for scripts, Midjourney for images, Freepik for design, HeyGen for avatars or Google Veo for videos – the landscape is constantly changing. Every month there are new models, updates, new players.

It is worth regularly testing which tools currently deliver the best results. Those who remain active here have a clear competitive advantage.

The best tools for reels and videos?

Instead of complicated productions, scenes are created with movement, light and realistic animations. For companies, this means faster content, lower costs and new creative possibilities… but what are the best tools for reels and videos?

Our current recommendations:

1. Google Veo 3
2. OpenAI Sora
3. Runway @ Freepik

Remember: Keyword and editorial plan

With good planning – i.e. keyword and editorial plans – scripts and visual processes can be perfectly prepared. Who speaks what? Which scenes will be shown? Which additional elements, such as titles or superimposed texts, increase attention? You can define all of this today before the actual production.

The end result is a video that is not simply “AI content”, but is tailored to your brand. Our own test videos have already generated tens of thousands of views on YouTube in the beta model – not because AI is magical, but because we put 80% of the work into planning before we fired up the tools.

• Combining the right tools
• Plan visual processes in advance
• Quality comes from preparation

Example: Short explainer video with 20k views

Example: Explain infographics

Example: Info-Tainment “Before and after effect”

Explainer videos and long formats

Many people think that AI is only suitable for short clips. The opposite is true. Long formats such as explanatory videos can also be produced entirely with AI. For example, we created a video that explains the function of a slimming syringe – complex, but implemented with AI in such a way that the information is understandable and visually attractive. Another example is a video that explains how to navigate a website. In the past, tutorials like this would have been a major project that took several days to produce. Today, you can implement them in a fraction of the time – and improve them at any time or create variants for other target groups.

• AI is also suitable for long videos
• Less production effort
• High content density possible

Example 1: Infographic (from above) also available as a long version for more information.

Example 2: Video for website, explanation of the main menu.

Video planning for 1 year

In the past, you would probably have needed a whole month of production for a year’s worth of videos. Studio, videographers, editors, protagonists – everything had to be coordinated. Today, with AI, you can implement a complete annual plan in much less time. Especially if you already have experience, it’s extremely fast. After more than ten years of brand development and content production at the agency, we know which processes are important – and that’s exactly what AI accelerates. Experience multiplies with technology. The end result is an output that would have previously consumed many times more resources.

• Month production vs. days with AI
• Experience + AI = speed
• Scalable annual plan possible

Content nach Keyword Plan (YouTube SEO)

Own video avatars: That’s me!

AI avatars are an exciting experiment. Yes, that’s me – in digital form. We have launched a test project to show how detailed you can create videos in the field of real estate investment or marketing with your own avatar. The result is amazingly close to reality. Voice, gestures, expression – everything looks authentic. You can see it here in Vibe Coding and further down, here in the post!

Of course, this saves time because I don’t have to invest an hour of production every time. An avatar can be created once and then used as often as you like.

Of course, this technology also has its limits. Video editing remains manual work, AI doesn’t do that yet. But if you have little time or want to create additional content, avatars are a great option.

And very important: recycle content

It gets particularly exciting when you recycle existing content: a blog post or SEO article can be cast in video form without you having to step in front of the camera yourself. This opens new doors for anyone who has previously worked more text-based and now wants to conquer video as a channel.

• Avatar saves production time
• Can be used multiple times
• Ideal for content recycling

Here is an example of mine:

AI videos as a game changer? Yes. Yes. And yes!

AI videos are more than just a short-term trend. They are changing how we think and implement content. Shorts and reels for quick attention, explainer videos for more in-depth content, avatars for efficiency and brand building – anything is possible. The key is not in the tool itself, but in the way you use it. Good planning, clear goals, well thought-out editorial and keyword strategies make all the difference. Then AI won’t become a toy, but a real game changer for your marketing.

• Short formats for reach
• Explanatory videos for depth
• Avatars for efficiency

Insight! Vibe coding with AI

Vibe coding with AI – There is now a term for what I do: vibe coding. It describes the way you work with AI tools without having to do any hardcore programming yourself. AI in coding opens up completely new possibilities – from web development to apps, games and marketing calculators. Today I’ll show you what vibe coding means, what problems it solves and how I’ve implemented over 100 of my own tools in the last few months – from real estate apps to fashion brand quizzes. Let’s go!

• Vibe coding with AI

Adroll: What exactly is it?

Adroll is a Demand-Side Platform (DSP) that enables companies to place ads across thousands of websites and apps. The company is best known for its top-notch retargeting. As soon as a user visits your store, Adroll “follows” them across the entire web—whether they’re reading the news, browsing social media, or using mobile apps. It’s the ultimate form of “top-of-mind” marketing.

Retargeting and Prospecting

The magic of Adroll lies in the combination of two strategies: retargeting (bringing back former visitors) and prospecting (finding new, similar users). With access to billions of user datapoints, Adroll can create“lookalike audiences” that are even more precise than those offered by many other providers. In a comprehensive marketing consultation, we’ll analyze how we can profitably engage these target audiences for your online store.

• Cross-Platform Retargeting (Web & Social)
• AI-Powered Prospecting for New Customers
• Dynamic Product Listings (DPA)
• Automated Bidding Strategies
• Centralized Management of All Display Campaigns

AdRoll vs. Google Display Ads: What Are the Differences?

Why use Adroll when there’s Google? The main difference lies in the ad inventory. While Google primarily serves its own AdSense network, Adroll accesses over 500 different ad exchanges, including Facebook and Instagram’s ad inventory. So you’re not just buying from one provider, but across the board. This often leads to better performance in e-commerce, since users are reached where their attention is highest.

Avoiding Advertising Blindness

Thanks to the variety of formats and placements, Adroll helps us avoid the typical ad blindness that often occurs with standard banners on the Google Network. We combine traditional display banners with native ads and video ads. This increases the click-through rate (CTR) and ensures a healthy mix in your digital presence. We achieve impressive results, especially when we incorporate UGC content into the creatives.

This infographic walks you through the process of setting up a Google Ads campaign—from keyword selection and audience targeting to ongoing optimization.

Push notifications have the highest open rates in digital marketing—this infographic outlines strategy, personalization, and performance measurement.

What Happens After a Click on an AdRoll Ad? Strategic Funnel Design

Buying traffic is the first step; converting it is the crucial one. A click on an AdRoll ad must lead to a highly optimized landing page that immediately delivers on the ad’s promise. As a full-service agency, we don’t view AdRoll as an isolated channel, but rather as part of a holistic email funnel.

Newsletter and Reactivation

As soon as a user lands on your site via Adroll, our goal is lead capture. Through a smart opt-in for your newsletter marketing, we turn that one-time click into a lasting customer relationship. In addition, we use web push notifications to reach users even when they aren’t reading emails or scrolling through social media.

Remarketing: Sealing the Deal

At the heart of every Adroll campaign is professional remarketing. We segment visitors based on their behavior: Who only viewed the homepage? Who added items to their shopping cart? Who has already made a purchase? Each segment receives a personalized message. Those who abandoned their shopping cart are shown a dynamic banner via Adroll featuring exactly the products they left behind—often combined with a small incentive.

• Personalized messaging for each stage of the funnel
• Automated Shopping Cart Reminders
• Cross-Selling to Existing Customers
• Brand Awareness Through Consistent Visibility
• Real-time customization of advertising materials

AdRoll in the Cross-Channel Mix: Social & Search

Today’s shoppers use multiple devices and platforms. They might see a story on Instagram, search for it later on Google, and read an article on a news site in the evening. Adroll connects these worlds. We sync your TikTok Ads or YouTube campaigns with Adroll’s display network. This creates a seamless customer journey that gently guides the user toward making a purchase.

Understanding Attribution Models

One of Adroll’s biggest advantages is its detailed reporting. We can see exactly what percentage of the final purchase was attributed to display ads, even if the user ultimately arrived via a direct search. This helps us calculate the “true value” of your ad spend (ROAS) and shift budgets from inefficient channels to high-performing ones.

Step 1: Collect emails

Step 2: Use Emails for Remarketing

Pricing and Costs at Adroll

AdRoll’s pricing structure is flexible and tailored to your budget. You typically pay based on the CPM model (cost per 1,000 impressions) or the CPC model. Since Adroll uses real-time bidding strategies, the system constantly optimizes to secure the lowest price for the best placement. As your agency, we manage these processes to ensure that your budget isn’t wasted on “blind traffic” but instead generates actual sales.

Efficiency Through Automation

By using AI marketing features within Adroll, bids and creatives are automatically adjusted. The system learns which banner design works best for which target audience. This saves time and significantly optimizes the performance of your Facebook Ads campaigns.

• No fixed minimum budgets
• Transparent billing based on service
• Scalability from local to global
• A/B testing of banners included

As always, here’s a quick look at our price comparison:

Prices: Advertising rates on Bing Ads?

Bing is an unbeatable champion, especially in the B2B sector, since Microsoft Edge and Bing Search come pre-installed as the default on millions of office computers. If you’re not present here, you’re handing the field over to the competition without a fight. With our expertise as an SEA agency, we’ll help you establish Microsoft Advertising not just as a supplement, but as a true performance driver. Use our cost calculator for Google, Bing, and others to get a sense of the potential upfront.

Google Ads

High reach, CPC is usually higher (approx. €1–3 depending on the industry)

Bing Ads

Smaller reach; CPC is often 30–50% cheaper than Google

Amazon Ads

Users close to making a purchase; CPC often €0.30–1.50

AdRoll Ads

– Retargeting-based; costs are typically calculated on a CPM or CPA basis

AdRoll as a Reach Booster

If you rely solely on Google, you’re missing out on potential. Adroll is the perfect complement to fill the “gaps” online and make your brand visible wherever your customers are. It’s the bridge between high-interest search and emotional social media consumption. Combined with expert Instagram consulting and technical funnel know-how, Adroll gives you an unfair advantage over your competition.

Your AdRoll Agency & Contact Information

Why choose Social Media One as your partner for your Adroll campaigns? As a specialized marketing and advertising agency, we’re always at the cutting edge thanks to our extensive portfolio of case studies and our own brands, which have reached the tens of millions. We know exactly which psychological triggers must work in display ads to drive clicks. An agency saves you a massive amount of time on technical integration (pixel setup) and creative design. We ensure that your brand isn’t just seen—it sells. Ready for maximum reach beyond Google? Let’s take your retargeting to the next level together.

• Contact Us Directly
• Create Video Content for Adroll Ads
• Book a Keynote on Digital Advertising Trends

Advantages for your real estate website

1. Increased dwell time
2. Offer added value
3. Build trust
4. Lead generation (!)
5. Positioning as an expert – bonus, so to speak

Increased dwell time – advantage #1

Visitors who find useful tools on your website spend more time on it. This not only improves your SEO, but also increases the likelihood that they will use your services. What’s in it for you? A longer dwell time increases the chances of interactions, which can ultimately lead to a higher conversion rate.

Offer added value – Advantage #2

By offering your visitors free and useful tools, you increase the added value of your website. This promotes visitor loyalty and ensures that your website is perceived as a valuable resource. What’s in it for you? A valuable website attracts returning visitors and strengthens customer loyalty in the long term.

Building trust – Advantage #3

When visitors see that you provide helpful tools and information, they build trust in your brand. This can lead to higher customer loyalty in the long term. What’s in it for you? Trust is the key to repeat customers and can encourage word of mouth, which in turn generates more traffic and leads.

Lead generation – advantage #4

Providing these calculators can help you generate new leads. Visitors who use your tools may be more likely to get in touch or sign up for your newsletter. What’s in it for you? More leads mean more potential customers, which broadens the base for future business.

Positioning as an expert – Advantage #5

By providing professional tools on your website, you position yourself as an expert in your field. This strengthens your credibility and reputation in the industry. What’s in it for you? As a recognized expert, you will gain the trust of new customers more easily and increase your market presence.

Social media effect! Sharing, sharing, sharing!

With the interactive calculators on your website, you offer your visitors real added value that they are happy to share in their social networks. Whether on WhatsApp, Facebook or LinkedIn – users will recommend your tools to others. What’s in it for you? Greater reach and more visitors thanks to the viral spread of your content. You can also share these tools on your own social media channels to further strengthen your brand and attract new visitors.

Explanatory video: This is what the Immo calculators look like

In partnership with Immobilien Guru x Real Estate Experience. Don’t miss a new plugin, follow me on YouTube x Lukinski. And PS: Do you already know my tool for YouTube links with follow function?

What can the tool do? The most important calculators for investments

With the “Real Estate Calculator” plugin, you offer a variety of calculations that are essential for real estate investments and capital investments:

Net yield calculator

Calculate the net return on your real estate investment by taking income and expenses into account. An indispensable tool for any investor who wants to know the actual return on their investment.

Gross yield calculator

This calculator helps to determine the gross yield by calculating the ratio of annual rental income to the purchase price of the property.

Cash flow calculator

With this tool, you can calculate the monthly and annual cash flow of your property. This is particularly useful for monitoring the financial health of your investment.

Purchase price factor calculator

Determine the purchase price factor by comparing the purchase price of a property with the annual rental income. This tool helps you to better estimate the value of an investment.

Embedding a calculator is super easy: With shortcode

Embedding the calculators on your website is child’s play. After installing the plugin, you can insert the various calculators using a simple shortcode. This way, your visitors can immediately start performing the calculations they need. Here is an example of how easy it is:

[names_calculator_shortcode]

Simply insert this shortcode into the desired area of your website and the corresponding calculator will be displayed. This allows your visitors to use the tools directly without having to leave the page.

Download now for only 49 €

Our WordPress plugin “Real Estate Calculator” is now available for only 49 €. With this small investment, you can significantly enhance your website and offer your customers an invaluable service. Whether for estate agents, property managers or private landlords – this tool is an asset to any real estate website.

Conclusion

Invest in our WordPress plugin “Real Estate Calculator” and turn your website into an indispensable tool for anyone working in the real estate sector. Benefit from the advantages of a higher dwell time, increased user satisfaction and improved lead generation. Get your plugin now and increase the value of your website!

How can you build backlinks?

Explained very simply in advance, as a kind of definition:

How does link building work?

Backlinks can be built in various ways. These include creating high-quality, shareable content, guest blogging, sharing content on social media, submitting websites to directories and requesting links from partners or industry associations. Another important strategy is “broken link building”, which involves finding broken links on other websites and suggesting that webmasters replace them with links to their own relevant content.

The advantages of link building are brief:

• Building trust and authority
• Increase visibility in search engines
• Goal: Number 1 ranking on Google

This works with:

• High-quality content
• Guest blogging
• Social media sharing
• Directory submissions
• Partnerships
• Broken Link Building

Info Graphic: Link Building

The big goal: Number 1 ranking on Google.

What are backlinks examples?

In the end, it’s all about the algorithm of search engines. How can we influence it positively, a simple explanation and a practical example:

My favorite example: Philosophical

The “bar principle”:

Situation 1: Imagine a bar. Someone enters the bar and nobody knows the person, nobody turns around. So the person will walk to the bar all alone without anyone noticing them.

Situation 2: Someone enters the bar and a few people know the person, turn around and start whispering. Other people become aware of this (cf. algorithm). Why are they whispering? Why are they pointing at this person? Suddenly, more and more people are looking at this person and the effect intensifies.

Backlinks are like this example: the more people talk about you, the more people become aware of you, the more reach and attention you get.

The search engine algorithm works in a similar way, the more good quality websites link to you, the better – simply put.

Practical: Guest articles on websites

Examples of backlinks can be simple links from blog articles, recommendations on industry sites, links from information sites (such as Wikipedia) or links through partnerships and cooperations.

How many backlinks should you have?

There is no fixed rule as to how many backlinks you should have. More important than the sheer number is the quality of the backlinks. A few high-quality backlinks from authoritative and thematically relevant sites can be significantly more valuable than a large number of backlinks from less relevant or lower-quality sites.

• No fixed rule
• Quality before quantity
• Prefer high-quality, thematically relevant backlinks

What makes a good backlink?

A good backlink should come from a thematically relevant and trustworthy source, ideally from a website with a high authority in the respective industry. The link should of course be embedded in the context and offer the user added value.“Follow” links are generally more valuable than“no-follow” links, as they contribute directly to SEO value.

• Thematic relevance
• Trusted source
• High authority of the linking page
• Natural embedding in context
• “Follow” links preferred

Writing SEO texts: What to look out for?

Good SEO texts follow a structure, just as books have a certain structure over the decades and centuries, so does SEO. Learn more about the structure of good guest articles and SEO texts here:

• Writing SEO texts: What to look out for?
• 472% more performance: SEO example

What types of backlinks are there?

There are different types of backlinks, including but not limited to do-follow and no-follow links, internal vs. external links, and naturally or artificially placed links. “Do-follow links contribute directly to search engine rankings, while no-follow links do not, but can still be useful for generating traffic.

• “Do-Follow” and “No-Follow”
• Internal vs. external
• Natural vs. artificially placed

How much does a backlink cost?

The cost of backlinks can vary greatly depending on the quality and source of the backlink. Some link building strategies, such as creating content or using social media, can be relatively inexpensive. On the other hand, paid guest posts or buying links, which is not recommended by search engines like Google, can be more expensive and carry risks.

• Vary strongly
• Cost-effective strategies vs. paid links
• Risks of purchased links

How long does it take for backlinks to work?

The time until backlinks start to have a positive impact on the ranking of a website can vary. As a rule, it can take several weeks to months for search engines to recognize the new links and take them into account in their algorithms. Patience and continuous maintenance of high-quality content as well as ongoing efforts to obtain high-quality backlinks are crucial for long-term success.

• A few weeks to months
• Patience and continuous content maintenance are crucial
• Long-term development of good quality backlinks

Long-term effect: Heatmap example for #1 ranking

The long-term effect of good backlinks. As you can see here in the Google heatmap, 80%+ of all activity takes place on-page (search results without scrolling).

That’s it! More about SEO & SEA?

We are your agency for SEO & SEA strategies. Specializing in e-commerce and performance tools such as email marketing and sales funnels, we push your KPIs to a new level! Learn more about our strategies and our agency here.

• Link building agency
• SEO X SEA Agency
• Contact us