XOVI Expert Panel

How have SERPs changed? The appearance of Google’s search results page on desktop has changed. Most noticeably, adverts on the right hand side of the page have been replaced by up to four adverts (for the most commercial searches) above the organic search results. Shopping results with images now appear at the top right hand... read more...

Content optimization – the most important discipline in online marketing Content marketing has become a key aspect of every business’ marketing strategy. In a recent study of the current state of content marketing in Germany, over 70% of respondents said that they had been able to gain new contacts and customers via their content marketing.... read more...

Online shop owners who have been attracting relevant traffic for years via organic search often make a crucial mistake which can lead to a long-term loss of revenue in a single day – they rely solely on search engines. The practice of search engine optimization is still an integral part of any long-term online marketing... read more...

Hospitality is an age old profession. The trends guiding it, however; change faster than you can imagine. The best part is that a lot of them are rooted in common best practices from yesteryear. Now they may be considered as somewhat novel but, when applied to modern hotel marketing practices, these gestures become increasingly relevant... read more...

The biggest question facing most online shop owners at the start of a new year is how best to use their annual budget. Since it can often be a few weeks or even months before it’s possible to start measuring the success of online marketing measures (particularly when it comes to SEO, for instance), this... read more...

At the very least since the last Google Penguin update, webmasters know that backlinks have a significant influence on search engine rankings – but also that these links are checked for quality and “naturalness”. The days of “any link is a good link” are long gone. Nowadays, backlinks can even be penalised by either via... read more...

Blogs play a key role in many social media strategies. And rightly so, because a blog is a business’ own digital property, as opposed to guest articles and features on platforms belonging to third parties which don’t fall under their sphere of influence. But what good is a blog that nobody reads? Just sticking articles... read more...

Introduction Let’s be honest: Every company needs new clients, preferably regularly and without investing too much. This is exactly where Content Marketing and Inbound Marketing start. It is pretty easy: Identify the potential customer, provide him with the right content at the right time and convert him into a buyer; at best turn him into... read more...

Backlinks are as important as ever when it comes to ranking criteria. A domain which boasts a high number of high quality external backlinks doesn’t just benefit from an increased traffic flow but also from greater domain popularity. One of the most tried and tested methods to guarantee a positive effect on rankings is link... read more...

Google’s Webmaster Hangouts have become the place to be for international SEOs when it comes to picking up on the latest developments at Google. In the German-speaking world, industry experts and interesees tune in several times a month to hear what Google’s Swiss Webmaster Trends Analyst John Mueller has to say and to ask questions.... read more...