Social Media and SEO: How to Use Synergies (Sara Schwartz)

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The digital landscape is changing: Social media platforms like TikTok and YouTube are increasingly being used as search engines, especially by younger users. Google is adapting by displaying and highlighting short videos in search results.
Key points:

Targeted use of keywords on social media is important, but the quality of the content remains crucial.
Social media helps identify trends and increase website traffic.
A successful strategy is to optimize content for multiple platforms and focus on the benefits for the target audience.
Success is measured through A/B testing and user traffic analysis.
Conclusion: Social media and SEO should be viewed in an integrated manner in order to utilize the valuable synergies.
Current search trends and how they affect your SEO success (Kevin Indig)
Not entirely dissimilar to Grimm's keynote were the takeaways from Kevin Indig's presentation. He presented five trends:

The increasing influence of non-commercial content (e.g. Reddit) and the importance of peru phone number data actively participating there as a brand.
The decline of intermediaries and the resulting growing relevance of direct brand positioning.
The increasing importance of page quality, which must be continuously monitored and optimized.
Google's evolution into a search marketplace, making product pages and Google Merchant Center essential for SEOs.
The role of AI-supported search, where engagement metrics will be crucial in the future
Mistakes upon mistakes – how do I fix technical problems? (Martin Splitt)
In his presentation, Martin Splitt highlighted the complexity of technical SEO problems and their solutions. He emphasized that many SEO issues often extend beyond the visible application layer and into the server and network levels. This complexity makes it particularly difficult to identify and resolve problems.

One focus of the presentation was on how browsers work and the reasons for non-indexed pages. Splitt explained, for example, how XHR requests can lead to such problems. He also emphasized the importance of a comprehensive understanding of one's own network infrastructure. Components such as CDNs, firewalls, proxies, and gateways can be sources of error, as can DNS, TCP/IP, or HTTP.

Splitt's practical advice was to keep the code as lean as possible, but as comprehensive as necessary. He recommended using various tools to identify problems and emphasized the importance of thinking outside the box to uncover hidden causes. According to Splitt, a systematic look at all technical levels can often provide the decisive breakthrough in solving SEO problems.

Martin Splitt admits that errors can sometimes occur even with Google. For example, a function intended for redirects was executed even when there was no redirect. This resulted in a page being mistakenly not indexed.