SEO для німецькомовних країн. Практичні поради для досягнення успіху у DACH Вебінар з Ольгою Волощенко, що відбувся 13.02.2024 у рамках івентів від Collaborator.pro Запис доповіді: https://webinars.collaborator.pro/webinar/seo-for-german-speaking-markets Конспект доповіді: https://collaborator.pro/ua/blog/seo-for-german-speaking-markets Тези доповіді 1. Німецькомовні регіони: DACH, Бельгія, Люксембург, Ліхтенштейн 2. German SEO-Tools 3. Локалізація: структура сайту, ключові слова та контент 4. Link-building з німецькими особливостями 5. Must have для SEO-спеціалістів, що працюють на німецькомовний ринок Про спікерку: У SEO з 2012 року. Досвід спікерки включає успішні кампанії в багатьох країнах та спеціалізується Ольга на розробці стратегій для німецького ринку. Майстерно будує посилання та добре володіє аналітичними інструментами, приймає рішення на основі даних, постійно вдосконалюючи стратегії на основі поведінки користувачів і динаміки ринку. Чудово розбирається в останніх тенденціях і найкращих практиках у сфері SEO та SEM, тому її стратегії завжди відповідають галузевим стандартам і алгоритмам пошукових систем, що розвиваються. Ольга має пристрасть до інновацій та відданість досягненню відчутних результатів у динамічній сфері SEO. LinkedIn спікерки: https://www.linkedin.com/in/olga-voloshchenko/ Дивіться інші вебінари: https://webinars.collaborator.pro/ Вивчайте курси з SEO у Академії Collaborator. Доступ безкоштовний, потрібна лише реєстрація: https://collaborator.pro/

1. © BDO
SEO for German-Speaking
Markets: DACH, Belgium,
Luxembourg, Lichtenstein

2. © BDO
DACH, Belgium, Luxembourg, Liechtenstein
German-Speaking Markets
Germany
80 million
Austria
8 million
Switzerland
4.6 million
Luxembourg
400.000
Italy (South
Tyrol)
350.000
Belgium
75.000
Poland
(Silasian)
50.000
Liechtenstein
37.000

3. © BDO
German, English, French, Turkish, Arabic
Languages in Germany
German
90%
English
56%
French
14%
Turkish
2%
Arabic
1%

4. © BDO
German, English, French, Italian
Languages in Switzerland
German
62.3%
English
5.8%
French
22.6%
Italian
8%

5. © BDO
German, English
Languages in Austria
German
70%
English
25%

6. © BDO
for Desktop and Mobile Searches
Search Engines in Germany
Desktop
Search
Google
79.7%
Bing
14%
Yahoo
2.5%
Mobile
Search
Google
96%
Bing
0.89%
Yahoo
0.28%

7. © BDO
7
German SEO-Tools
All-In-One-Tool
SISTRIX
PageRangers
Performance Suite
Seobility
Morningscore
Xovi
On-page
Ryte
Seorch
URL-Monitor
Audisto
Rankings
Tracking
Metrics Tools
Conductor
Keywords
Search &
Content
Contentbird
SEOLYZE
Conductor
Link-Building
LinkResearchTools
Competitors
Monitoring
Morningscore
Xovi

8. © BDO
German SEO Tools vs International
Language and Region
• have a stronger focus on the German-speaking market.
Local Keyword Relevance
• offer keyword relevance and search trends specific to the German-speaking audience
Data Relevance
• provide more relevant data for the German market.
Features and Interface
• are often tailored to the needs of German-speaking users.
Regional SEO Insights:
• may provide more specific insights into the cultural and regional aspects of SEO in
German-speaking countries.

9. © BDO
Sistrix Dashboard

10. © BDO
Sistrix Features: Domain

11. © BDO
Sistrix Features: Domain

12. © BDO
Sistrix Features: Domain

13. © BDO
Sistrix Features: Keywords

14. © BDO
Sistrix Features: Content

15. © BDO
Pros and Cons
Pros
• Local Competition
Analysis;
• Local Keyword
Relevance;
• Localized
Insights;
• Language
Support;
• stronger focus on
the German-
speaking market.
Cons
• Limited Features
• Limited
Database: stay
up-to-date with
Google updates.
• Potentially Higher
Cost
• Old Designs or
User-Unfriendly
Dashboards

16. © BDO
Site Localization
Domain: .de or
/de
URLs Structure:
Ä; Ö; Ü; ß
Keywords
Research
Competitors
Analysis
Content
optomization

17. © BDO
Domains .xx vs /xx
DE
•DE, EN
(hreflang)
•.de: 90% -
80%,
.com: 10% -
20%
.net,
.eu :1% - 3%
CH*
•DE, FR, IT,
EN (hreflang)
•.ch: 95%-
70%,
.de: 15%-
20%,
.com: 10% -
15%,
AT*
•DE,
EN (hreflang)
•.at: 100%-
70%
.de: 10-15%
.net,.com -
1-3%
BE*
•NL, DE, EN,
FR (hreflang)
•.be - 90%
•.de, .net -
10%
LU*
•DE,
EN(hreflang)
•.lu - 25%
•.de - 25%
•.at, .ch -
25%
•.com, .net -
25%
LI*
•DE,
EN(hreflang)
•.li - 45%
•.de, .ch - 35%
•.com, .net -
20%
COM, NET, EU
•DE
•CH
•AT
•BE
•LU, LI
*need to confirm contact
details

18. © BDO
Site Localization
Impressum
Datenschutz
(privacy policy)
Kontakt
Haftungsausschlus
(disclaimer)

19. © BDO
"Impressum" is a German term that is often used in the context
of websites and publications to refer to an "imprint" or
"publishing information."
• Name and Address
• Contact Information
• Legal form: e.g. GmbH
• Representatives: Name & position
• VAT Identification Number
• Commercial Register Information
Impressum

20. © BDO
A "Datenschutzerklärung" (privacy policy) outlines how an
organization collects, uses, and manages personal data.
Under the General Data Protection Regulation (GDPR), it is a legal
requirement for businesses operating in the European Union to
provide clear and transparent information to users about their data
processing practices, including the purpose of data collection, user
rights, and contact information for privacy-related inquiries.
Datenerfassung
•Data Collection
Zweck der
Datenverarbeitung
•Purpose of Data
Processing
Datenspeicherung
•Data Storage
Datenweitergabe
•Data Sharing
Cookies und
Tracking
•Cookies and
Tracking
Benutzerrechte
•User Rights

21. © BDO
Haftungsausschluss is often used to protect the party from legal
claims or responsibilities that may arise from the use of their
services, products, or information.
For example, a website might have a disclaimer stating that the
information provided is for general informational purposes only and
does not constitute professional advice.

22. © BDO
Replacing umlauts for SEO-friendly or human-
readable URLs
URLs Structure: Ä; Ö; Ü; ß
Ä - ae
Ö - oe
Ü - ue
"ß" - ss

23. © BDO
keyword research for German keywords involves
understanding the language, culture, and specific
search habits of the target audience
Keywords Research
Audience
Keyword Research
Tools
English Keywords
Localized Keywords
Search Engine
Suggestions
Long-Tail Keywords
Consider Seasonal and
Trending Keywords

24. © BDO
Understand Your Audience
Identify your
target audience
in the German-
speaking market
Consider
regional
variations in
language

25. © BDO
Translate & Localize English Keywords
Start with
keywords in
your niche in
English.
Direct translations might
not always capture the
nuances; try to find close
equivalents in terms of
meaning.
Understand
how Germans
search for
products or
services and
incorporate
these terms
into your
content.
Optimize the translated
keywords for German
search engines

26. © BDO
Translate & Localize English Keywords
cell phone tracking location
without them knowing
Handy-Ortung ohne
Zustimmung
Handy orten
ohne Einwilligung
Handy heimlich orten
Handy-
Ortung, ohne dass sie es wissen
Executive Coaching
Führungskräftecoaching
Führungsentwicklung Führungspersonalcoaching Leitungskräftecoaching
Leadership Coaching

27. © BDO
Competitors analysis
Identify Competitors
Keyword Analysis
Backlink Profile
Examine your competitors' on-
page SEO elements.
Competitor Rankings
Assess the local SEO strategies
of your competitors.
Social Media Presence
Implement Changes

28. © BDO
Analyze the article and compare them in terms of
the depth and detail of the content, the
demonstration of experience and credibility and
how they fulfill the intent
Content optimization
Target Audience
Keyword Research
Competitors analysis
Headings & Structure
Internal Linking
Multimedia Elements
Readability / Mobile Optimization
Calls to Action (CTAs)
Content Proofreading
Measure Performance

29. © BDO
How to Identify a Skilled German
Native Content Writer
German Content Writers
Language Proficiency
• fluency in German language with a strong grasp of grammar
rules.
Cultural Understanding
• Understand nuances of German culture and target audience.
Portfolio Quality
• Review samples showcasing diverse writing styles and
topics.
SEO Knowledge
• Understand SEO techniques and optimizing content for
search.
Client Feedback
• Check testimonials or reviews from previous clients for
satisfaction.

30. © BDO
BDO AG Wirtschaftsprüfungsgesellschaft, eine Aktiengesellschaft deutschen Rechts, ist Mitglied von BDO International
Limited, einer britischen Gesellschaft mit beschränkter Nachschusspflicht, und gehört zum internationalen BDO Netzwerk
voneinander unabhängiger Mitgliedsfirmen.
BDO ist der Markenname für das BDO Netzwerk und für jede der BDO Mitgliedsfirmen. © BDO