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Backlinks, Mobile Content and Content Marketing – Online Marketing Strategy at AutoScout24

With 10 million users per month across Europe, Autoscout24 is one of the largest Internet portals for cars. In this interview, Conrad Seemann, Online Marketing Manager at AutoScout24, reveals which SEO strategies the site implements to attract its users, the importance of backlinks, content and social media for the platform and what plans the online marketing team has for this year.

With 10 million users per month across Europe, Autoscout24 is one of the largest Internet portals for cars. In this interview, Conrad Seemann, Online Marketing Manager at AutoScout24, reveals which SEO strategies the site implements to attract its users, the importance of backlinks, content and social media for the platform and what plans the online marketing team has for this year.

What's so special about the SEO strategy of Autoscout24?

The special thing about our SEO strategy is that we are less focused on the needs of search engines like Google, so we avoid the possibility of over-optimization. Instead, our approach is to always focus on the wishes and requirements of the user. This is the same thing that Google does, so we automatically achieve better rankings. In addition, we also work closely with other departments – which is, of course, extremely important for a good content marketing strategy.

Millions of backlinks refer to autoscout24.de., and it's been suggested that backlinks are losing value. Are you worried about your ranking?

When talking about this issue, one must first clarify why Google uses links as a ranking factor. For Google, links have always been an important indicator of the relevance of a page for a specific topic. In our case, millions of backlinks send a clear signal about the topic of used cars in general. If backlinks are disregarded as a ranking factor, we are not automatically irrelevant to the topic. In that event, Google would then search for other indicators that would confirm our relevance again. So in this respect, I'm not worried about our rankings, but I am more excited about what approaches Google will decide to adopt in future.

Mobile optimization is becoming increasingly important: How did you set up your mobile facility?

Currently, about half of the requests for our vehicle details pages are made from mobile devices, which is why we are constantly looking to expand and develop this aspect – in fact, we have been awarded the "Show your App” award. We continually adapt our pages for mobile phones and tablets – not only because responsive pages will soon be a ranking factor but also in the interests of user-friendliness.

Many companies have discovered content marketing for themselves. What are your biggest current challenges here?

The content marketing theme has been on everyone's lips for more than two years and is on nearly every conference program. Unfortunately, few people know what the subject really involves and how it should be applied most effectively. Content marketing is an interdepartmental discipline that must be practiced throughout an organization. This takes time, a clear strategy and a good structure, and merely actioning the strategy can be counterproductive. The core component of good content marketing – the content – can usually be found quickly if you talk to all departments. The biggest challenge is to optimally prepare this content for different target groups and to spread it across different channels.

What aspects of your content are especially important?

Our goal is to offer users real value by making the content informative, entertaining and easy to understand. It's not enough to just string facts and figures together. I also think rather little of on-page SEO factors like keyword density, which dominated the SEO scene years ago. Whether content now has a keyword density of five or three percent is fairly unimportant in the end. Good writers use multiple keywords and integrate important synonyms in their content anyway.

What skills and knowledge should authors who write for you possess?

The most important thing of all is that our authors are interested in cars. Without an interest in the topic, it’s extremely difficult to write quality content and thus provide the reader with real added value. And in the end, that should always be the requirement for the project, the content and the author.

What will you do next year to maintain your top SEO positions or to improve where you want to be?

Obviously, I cannot reveal the exact details. What I can say is that we want to focus even more on the needs and wishes of our customers to further develop the user experience. We want to expand our content and make it even more user-friendly. We see ourselves as a point of contact for all car-related questions and want to provide useful information about the buying and selling of used cars.

What are your three best tips for increasing rankings this year?

1. Mobile Optimization: An optimal representation on all devices will help to maintain high rankings in the future.

2. Content is King: It sounds basic, but it must be said over and over again. Poor-quality content will always have less success. Anyone who really wants to improve rankings should create quality content covering as many aspects of the particular topic as possible.

3. Get Social: Although so far no causal relationship between social signals and high rankings has been determined and Google will probably not achieve the desired breakthrough via its social network in Germany, the social media topic remains exciting and important for SEO. Not just because Matt Cutts has repeatedly stressed its importance, but social media is now an important channel in the overall marketing mix. Content in social media brings traffic, generates external links and attracts attention – which ultimately, of course, also improves the site ranking.

 


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Conrad Seemann

SEO expert at Europe's largest online automotive classified portal

Conrad Seemann is Online Marketing Manager at AutoScout24 – Europe's largest online automotive classifieds portal. First taking up his post in 2012, his initial focus was the off-page SEO sector. He now handles both the on- and off-page SEO sectors for Germany and six other countries.


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https://www.webcreationstech.com/ 31. May 2017 - 13:03

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