Vorwerk emphasized the growing influence of AI Overviews and Product Grids and recommended that SEOs follow developments in the US. In the US, product grids are already displayed in 50% of cases for transactional keywords. He also observed an increase in diversity in the SERPs, with more advisory and brand elements, such as videos. Further takeaways:
Price is a key factor in gaining clicks, followed by factors such as return options.
Vorwerk emphasized the need for cooperation between SEO and the responsible departments in order to remain competitive.
Product descriptions should be a priority.
Access to the Merchant Center is important because feed content is more important than product grids.
The purchase decision should be supported by good pictures.
The title is the most important element to increase the click rate on a listing.
All possible attributes (mark-ups) should be used to increase visibility.
A good loading time is important.
Category pages are still traffic drivers (at least in Germany) and have hardly lost any of their importance compared to 2023.
SEO simply simple: Success through solution-orientation instead of problem-orientation (Stephan Czysch)
In his presentation, Stefan Czysch advocated a simplified and solution-oriented approach to SEO. Often, things fail at the very basics. The success factors in SEO are known, but they are simply not implemented.
According to Czysch, the “why?” should always be the starting point of an SEO strategy.
Pages that don't generate traffic should be critically examined; are they relevant to peru phone number data my business and contribute to the company's goals, or are they dispensable?
He also gave some suggestions on what SEOs should do in his opinion:
Collect traffic share of top pages and maintain these pages
Wondering if they are getting the traffic they want
Define priorities and align them with landing pages
Expert status online thanks to AI? EEAT check of ChatGPT content (Beatrice Eiring)
Beatrice and her team created AI texts in the areas of finance and medicine. She then had these texts reviewed by recognized experts (doctors and financial experts) and requested feedback:
AI texts do not perform badly in the EEAT check, but they are not perfect.
Weaknesses are particularly evident in YMYL (Your Money Your Life) topics.
Medical AI texts often capture important points, but not always correctly.
Financial texts from AI are often generalized and offer no added value.
AI texts can achieve good rankings even though they contain errors.
Google doesn't seem to be paying much attention to AI texts at the moment.
AI can contribute to efficient content creation, but expert status cannot be achieved through AI alone.
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