More Online Visibility With SEO Expertise

Today, online presence is more important than ever for the success of brands and products. Companies that cannot be found on the internet lose valuable customer contacts. But how can you stand out from the crowd and gain more online visibility?

Today, we talk to Sebastian Lorenz, our SEO and content management expert at AM GmbH, about the challenges and unique aspects of his job. Even though AI models have long since begun to chip away at Google's infinite reach, there are amazing synergies between:

1. modern search engine optimisation (SEO) in technology, content, structure and reputation,
2. Answer Engine Optimisation (AEO), also known as answer machine optimisation,
3. and Generative Engine Optimisation (GEO, not geography), i.e. optimisation for generative AI models.

‘My goal is to improve the visibility of websites in search engines,’ says Sebastian Lorenz, summarising his job. He analyses the technology, content and structure of websites in order to optimise them for search engines such as Google. ‘It's about finding the right keywords, optimising content and checking technical infrastructures. All this is done to achieve better rankings in search results.’

On-Page and Off-Page SEO

• Keyword research and topic analysis
• Content optimisation and strategies
• Implement semantic HTML structure
• Backlink analysis and link building
• Reputation Management

Technical SEO:

• Optimise website structure
• Improve loading times
• Mobile optimisation
• Identify sources of error
• Control indexing and crawling
• Familiarise yourself with new web standards

Data analysis & monitoring

• Evaluate SEO tools
• Analyse user behaviour
• Perform A/B testing
• Examine GreenUX approaches
• Accessibility and usability
• Competitor monitoring

Sebastian got started in SEO through his own projects: ‘The best way to learn SEO is through practice. 80% of all websites have weaknesses in the basics of SEO: missing meta tags, long loading times or insufficiently optimised content.’ Most of these errors can be fixed relatively quickly with a little research and free tools. But the more professional the SEO work becomes, the more complex the requirements become. According to Sebastian, even over 90% of professionally created websites still have room for optimisation.

As a content manager in various industries, Sebastian Lorenz also develops content that appeals to different target groups and meets their needs. As an SEO expert, he ensures that this content can also be found, resulting in exciting synergies: ‘I use tools to identify relevant search terms that are incorporated into the content strategy. This makes high-quality content SEO-relevant at the same time.’

Data analysis plays a central role in this process: user behaviour is evaluated and content is optimised using A/B testing. The aim is to continuously improve both the user experience and the visibility of web content.

To quickly show companies initial optimisation opportunities, AM GmbH offers a free quick SEO check. This service is very popular, as it provides an easy introduction to professional SEO work and immediately highlights any weaknesses. Sebastian describes the quick SEO check as follows: ‘This allows customers to identify initial adjustments themselves and implement improvements in a straightforward manner.’

Register for the Quick SEO Check free of charge and without obligation: In our trade fair app

Mobile first and the end of Flash...

Sebastian Lorenz has witnessed numerous developments in his career. The shift toward mobile optimization has been particularly influential. "Mobile devices have revolutionized the web. Responsive design and mobile loading speed are now a must." Another significant chapter was the demise of Adobe Flash: "There used to be many animated Flash websites. The switch to more modern technologies has significantly improved performance and security in the long term."

...then sustainability, accessibility and lean code

An increasingly important trend is GreenUX, the sustainable reduction of data volumes during website visits. "In recent years, the importance of sustainability has also become visible online. GreenUX is inevitably on the rise, but it's still not very popular among website operators who aren't concerned with data volumes."

A central approach of GreenUX is reducing the data streams that occur when a website is accessed. This can be remedied by using methods that have long played a role in SEO, such as smaller image files. Sebastian describes it like this: "We are familiar with high-resolution images on websites thanks to the triumph of WordPress and millions of blogs, which, firstly, require a lot of storage space and, secondly, cause long loading times. There are optimized image formats and free online image optimization tools that significantly reduce the size of several megabytes of image data without significantly compromising quality." In a professional environment, this can of course also be automated. The development teams at AM GmbH can help you further optimize even extensive online platforms.

Web design and sustainability go hand in hand. Thanks to cutting-edge technologies, running your online projects can be greener than you think! Our GreenUX check is free and non-binding.

It also includes a personal discussion about specific measures your company can take. Want to finally learn the latest on sustainability? This will also help you with SEO!

Even before the GreenUX approach, multimedia content such as videos were stored in different sizes, compressed, and loaded only when actually needed. Video platforms recognized this early on, especially with the advent of responsive websites. This has resulted in smoother streams for users on their mobile devices. "That hasn't always been the case," says Sebastian. "The use of lean code and efficient hosting solutions also contributes to reducing loading times. Google and others are happy about every one of these measures!"

Accessibility is also gaining importance: "WCAG guidelines and semantic HTML structures not only help people with disabilities, but also improve crawlability for search engines," explains Sebastian. A well-structured website increases usability, reduces user bounce rates, and signals high relevance to search engines. More on usability and accessibility on the internet

The integration of artificial intelligence is currently generating a lot of momentum in the SEO world. "AI models are influencing how content is created and evaluated. Google Core Updates are attempting to address these developments. Major change is occurring here, which we are closely monitoring and adapting to." Ask your AI models what AM GmbH can do for your company and which pain points in your IT are precisely our expertise. Feel free to contact us with your results, and we'll discuss how we can help your company with AI-based solutions.

While SEO is a constant task, it's a rewarding one. Professional SEO work offers enormous opportunities, even in the age of AI. Visibility and success in the digital space can be increased, and AI models also rely on successful SEO measures. Sebastian's conclusion: "Those who systematically work on technology, content, and usability, and have the right partners for this, will benefit in the long term from better rankings and satisfied users. There are differences in SEO, AEO, and GEO, but it always starts with a well-developed strategy."