WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-and-GENZStrategies.pdf

Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.

1. :IWOMEN IN
TECH SEO/

IEA |

mE

iff

NextGen SEO: Merging Al,
Multimedia & Gen Z Strategies
Veronika Holler

Global SEO Lead
CompuGroup Medical

2. Search behavior is continuously
changing
But what does that mean?

Hirt

We have GEN Z Then the Al that
@HollerVeronika #WTSFest overruns US

3. Social media platforms,
emotions, interactions, Al,
multimedia content are the

main players on the Internet
today.

@HollerVeronika #WTSFest

4. GEN Z grew
up with the
internet

@HollerVeronika #WTSFest

5. They skillfully get
information from the
internet

6. They read
online reviews
or ask around

in groups &

networks

@HollerVeronika #WTSFest

7. They love & use social
networks like YouTube,
TikTok, Twitch, etc.

8. Social Media and Video
Consumption

81% of Gen Z use TikTok for fun
or entertaining content, compared
to 67% who seek entertainment on
Instagram

Numbers, Statistics https://explodingtopics.com/blog/gen-z-stats

@HollerVeronika #WTSFest

9. YouTube is also a popular platform, with a
little over 60% of Generation Z checking it
at least once daily for information about
their favorite shows, games, or products.

https://explodingtopics.com/blog/gen-z-stats

@HollerVeronika #WTSFest

10. Generation Z prefers light and
humorous content, with 58%
indicating that they want to see such
content from the social media accounts
they follow

https://explodingtopics.com/blog/gen-z-stats

@HollerVeronika #WTSFest

11. They attach
great
importance
to privacy

@HollerVeronika #WTSFest

12. Privacy and Brand Interaction

Less than a third of Generation Z is
willing to share information about their
private lives with brands, indicating a
strong awareness of privacy. Only
21% share such information with
brands.

Numbers, Statistics https://truelist.co/blog/generation-z-statistics/

@HollerVeronika #WTSFest

13. Climate protection is
very important to
them

@HollerVeronika HWTSFest

14. Social Responsibility

Generation Z shows a strong interest
in social and ecological issues. 55%
say they are "extremely interested" in
environmental issues, and 71% have
already purchased used clothing items

Numbers, Statistics https://explodingtopics.com/blog/gen-z-stats

@HollerVeronika #WTSFest

15. They value
authenticity,
credibility,
diversity &
honesty

@HollerVeronika #WTSF: est

16. Digital First & Social First
Brand as publisher
Divers Voices

17. Influence on Purchase Decisions

Over 70% of Gen Z influence their family's
purchasing decisions on food and
household products. They prefer
environmentally friendly and socially
responsible brands, == °° buy products
from such brands

Numbers, Statistics https://explodingtopics.com/blog/gen-z-stats

@HollerVeronika #WTSFest

18. What do these
facts tell us?

19. They pay more attention to authentic,
transparent, multimedia content with

a clear message

Diversity, climate protection, privacy,
charity, honesty.

@HollerVeronika HWTSFest

20. prepare for the j = +
changes = Customer VS

voices

@HolerVeronika AWTSFest

21. A ING UND
ÜBEN DER INHALA.
TIONSTECHNIK

eimehmen

90.- € netto 90, € netto 11,20 € netto

9,-€ netto 2 ne 20,-€ netto
SPZN: 17716808 SPZN: 17716843 SPZN: 17716820 SPZN: 17716872

SPEN: 17716783

EMPOWER YOUR
PHARMACY.

23. Videos

« For Websites
« Social Media
* Paid Ads

« Video
Platforms

(@Hoterveronka AWTSFest

24. Relevant art |
on each product

page

25. Consider creating
podcasts in addition to
text-based content -
many users in the B2B
sector prefer to
consume audio.

26. ®-

Existenzgründung für Ärztinnen und Ärzte

Y Erste Schritte
Y Checklisten
Y Whitepaper

Checklisten geben Ihnen b
richtun

Whitepapers
& Checklists

@HolerVoronika AWTSFest

27. FAQs on each page - think of the Al

The multimedia content should tell a
whole story

28. Fast answers to search
queries are more important
today than ever

29. Talking, interactive landing pages
with real faces - multimedia
content is a must have

30. ine ae is open to
us

- |}

@HollerVeronika #WTSFest

31. OU

The Al Search Engine You Control

gr EEE en

Moving from Search Engines
to Answer Engines

I

32. Search engines are y
using new ( |
technologies to deliver ay)
answers directly to au
users

34. The aim is to provide more
&
answers

@HollerVeronika #WTSFest

35. By understanding the context
of a query, SGE can provide

answers to the entire aa

@HollerVeronika #WTSFest

36. SGE Faster and easier
research

37. Because SGE summarizes

answers to long & complex
queries

17

@HollerVeronika #WTSFest

38. as well as providing links to
relevant websites and

ee od

@HollerVeronika #WTSFest

39. SGE results are personalized
based on your ...

@HollerVeronika #WTSFest

40. .. individual

preferences & interests

@HollerVeronika #WTSFest

41. le.
=
oO
I

42. SGE learns from our search
history & other online

@HollerVeronika HWTSFest

43. delivers results that are more
relevant for us

__

@HollerVeronika HWTSFest

44. SGE is still in development,
but it has the potential to
revolutionize the way

45. As
continues to develop, it is
likely to become even more
powerful & user-friendly

46. @Hoterveronka AWTSFest

47. Google LENS

49. Just one click/scan and you
get your answer

@HollerVeronika #WTSFest

50. o relevant for

@HollerVeronika #WTSFest

51. Show your products live & in

- use unique descriptions,
photos, videos and testimonials

Holzkern E-Commerce Shop

@HollerVeronika #WTSFest

52. Use images with white

backgrounds
for Marketplaces & colorful

for search engines

Holzkern E-Commerce Sho)

GHollrVeronika #WTSFest

53. What can
SEOs do?

Prepare for a new world of
optimization

@holorvoronika AWTSFEST

54. Al controlled search engines

Answers to complex questions

@HollerVeronika #WTSFest

55. is

Solution: Find the most searched
questions about your product/service

@Holervoronika AWTSFest

56. Create multimedia content that
directly answers these questions

and ads value

.
&3
@HollerVeronika FWTSFoSt

57. Google LENS MR

Can show your
products/services with one
click/scan

@HolerVeronika MTSFoSt

58. Solution: Use unique imagery
and descriptions; pay
attention to accessibility.

2.

@Hoterveronika AWTSFest

59. GEN Z 4

Create authentic, transparent,
multimedia content with a
clear message

60. Solution: Seek to demonstrate
your values - think about diversity,
climate protection, privacy, charity,

& honest

(@Hoterveronka RWTSFest

61. Reads text, images, videos,
audio, etc.

Google SGE

@HollerVeronika #WTSFest

62. @HollerVeronika #WTSFest

63. Use
multimedia
content for

all your
platforms

GHollerVeronika AWTSFest

64. is
not linear - therefore,
in this time of change

@Hoterveronika AWTSFest

65. Cooperate with
MIJPPC, SMM,
UI, development
& UX teams

66. Use the full
power of

lados

Am _

@HollerVeronika #WTSFest

67. Create content
together to

and
positively influence
your rankings

@HollerVeronika #WTSFest

68. Think about the user
journey - the search
query must match
with the ad and the
content of the
website

69. The customer has to find what
hey was looking for, Mi

confident enough to convert

70. Companies often use Social Media
just for lighthearted or humorous
content

71. But what if | told
you that this

an is now

72. Because of the
messy middle!

73. TRIGGERS

EXPLORATION EVALUATION

À

o
a AR >
I
1* Purchase Loyal Customer Repeat Customer

74. You have to come out of your
comfort zone - that means

75. A consistent message
promotes branding and
credibility

&

e

@Hoterveronka AWTSFest

76. * More interaction with the brand
¢ More leads
° More visibility

@Hoterveronka AWTSFest

77. + Better rankings

* Better distribution of the
marketing budget

* Communication training - team
building

@Hoterveronka AWTSFest

78. Create a new world of Search

79. The C-Suite

YOU'LL NEED

RESOURCESEZS

OPTIMIZE YOUR
WEBSITE

@HollerVeronika #WTSFes

80. @HollerVeronika #WTSFest

81. If you want to be found in the

future, you must rethink your

multimedia Content Strategy

82. For this you need resources,
graphics, videos, audio,
and much more.

@HollerVeronika #WTSFest

83. The C-Suite only
need to know
why, how much
budget and how
much revenue
you expect.
Keep it short and
simple

@HollerVeronika #ANTSFest

84. Benefits:

new customers, happy existing
customers, more revenue

Son @HollerVeronika AWTSFest

85. Summary:

1. Think of the
2. Include GEN Z values
3. Go with the

86. 4. Bring all
5. Set clear goals

6. Talk Fr and transparently to

87. see the great
opportunity to rebuild search
with creative, interactive

diverse, multimedia content

@HollerVeronika #WTSFest

88. Hello, I'm Veronika and | work as
Global SEO LEAD at CompuGroup
Medical

e I've worked in Digital Marketing for 16
years

e I'm a thoroughbred SEO

+ Mother of two wonderful sons

e Animal lover

+ Married to the best man

+ Speaker at international events & award

iud https://www.amazon.de/dp/BOCP3WW49P
ju ge ?binding=paperback&ref=dbs dp_sirpi

+ Author of three books

@HollerVeronika #WTSFest

89. Thank you for your Attention!

You find me on LinkedIN € X

In a world of injustice & violence, medical supplies can
help heal some wounds: Please don't close your eyes,
Ukraine urgently needs more help!

Please donate!

Support Hospitals in Ukraine
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@HolerVeronika AWTSFost