Quellen der Seovidi Agentur

[1]  Lammenett, Erwin. Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content-, Social-Media-, Amazon-, Voice-, B2B-, Sprachassistenten- und E-Mail-Marketing, Google Ads, SEO, künstliche Intelligenz. Springer Fachmedien Wiesbaden, 2025: https://doi.org/10.1007/978-3-658-48516-0

Abstract: Das Buch „Praxiswissen Online-Marketing“ (10. Auflage, 2025) von Dr. Erwin Lammenett ist ein ganzheitliches Grundlagenwerk, das fundiertes Fachwissen mit starkem Praxisbezug für die digitale Vermarktung vereint. Es deckt alle wesentlichen Teildisziplinen ab, darunter SEO, Google Ads, Affiliate-, Content-, Social-Media- und E-Mail-Marketing sowie spezialisierte Bereiche wie Amazon-, B2B- und Voice-Marketing. Ein besonderer Schwerpunkt der aktuellen Jubiläumsausgabe liegt auf der rasanten Transformation der Branche durch künstliche Intelligenz (KI) und Marketing-Automation. Das Werk richtet sich an Marketingverantwortliche, Unternehmer und Studierende und zielt darauf ab, durch einen methodischen Ansatz den maximalen Ertrag aus Marketing-Budgets zu erzielen.

[2]  Nektarios, Makrydakis. SEO mix 6 O’s model and categorization of search engine marketing factors for websites ranking on search engine result pages. International Journal of Research in Marketing Management and Sales, 2024, 18-32: https://doi.org/10.33545/26633329.2024.v6.i1a.146

Abstract: This research paper presenting a comprehensive review of search engine optimization and synthesis of academic contributions. Focused on theoretical framework and conducting a meta-analysis of SEO ranking factors, the study consolidate existing knowledge and identify patterns that define effective strategies for optimizing website on search engines. Methodology was based on literature review and meta-analysis. This research categorize and create a model of SEO factors, contributing to a deeper understanding of the interconnected nature of SEO elements. The synthesis of academic researches identifies commonalities, disparities and gaps in existing theory. The aim is to gather all SEO factors that have been used to date from research and affect ranking of websites on search engine results pages in a solid new theory framework the 6 O’s SEO mix. Main findings is that SEO factors for website ranking are dozens which belong on categories of on-page, off-page, on-site technical, optimized user experience, online content and organic local SEO factors. Moreover find out that within new 6 O’s SEO mix there are factors that are known and adopted by the majority of researchers, others less known or of lesser or neutral effectiveness. In addition there are not only positive SEO factors but also negatives that rank lower websites on search engine result pages.

Keywords: SEO mix, search engine marketing, Digital marketing SEO

[3]  Zilincan, Jakub. Search Engine Optimization. CBU International Conference on Innovation, Technology Transfer, and Education, 2015: https://doi.org/10.12955/cbup.v3.645

Abstract: Search engine optimization techniques, often shortened to “SEO,” should lead to first positions in organic search results. Some optimization techniques do not change over time, yet still form the basis for SEO. However, as the Internet and web design evolves dynamically, new optimization techniques flourish and flop. Thus, we looked at the most important factors that can help to improve positioning in search results. It is important to emphasize that none of the techniques can guarantee high ranking because search engines have sophisticated algorithms, which measure the quality of webpages and derive their position in search results from it. Next, we introduced and examined the object of the optimization, which is a particular website. This website was created for the sole purpose of implementing and testing all the main SEO techniques. The main objective of this article was to determine whether search engine optimization increases ranking of website in search results and subsequently leads to higher traffic. This research question is supported by testing and verification of results. The last part of our article concludes the research results and proposes further recommendations.

Keywords: Search Engine Marketing, SEM, Search Engine Optimization, SEO, digital marketing strategy, rank in search results

[4]  Wallenius, Susanne. Recommended SEO-techniques to increase organic traffic for a website – A scoping review. Master Thesis, Arcada University of Applied Sciences: International Business, 2024: https://urn.fi/URN:NBN:fi:amk-2024121837130

Abstract: Search engine optimization (SEO), or the set of techniques involved in attaining a high
ranking in search engine results, is a web writing skill that requires attention from companies because SEO helps businesses attract customers. The aim of this master’s thesis is to explore which SEO techniques are used to optimize a website to rank higher on SERP. Existing research, books and SEO professionals online blog texts about SEO techniques was used as the theoretical framework. The study is a scoping review. The analysis method used is thematic analysis with an inductive approach. The findings regarding differences between different SEO techniques suggest that quality content is key for a website to rank as high as possible on a SERP From grammatical correctness to accessibility can affect quality of the content on a website. In many ways, the discussed practices related to keywords and writing quality content add up to creating the perceived value of a website. The benefit website content providers receive from knowing how to optimize content for a search engine involves improving the reading experience for users, customers, and other audiences, as well as drawing a wider audience to their writing. Since the optimization of websites for businesses is based on relatively commercial and quite explored area, a scoping review was the most appropriate method for a study like this. One advantage of a scoping review is that it can be used in fields where research is still ongoing, and randomized controlled trials are few.

Keywords: Search engine optimization, search engine techniques, search engine result page, organic traffic

[5]  Nektarios, Makrydakis et al. Analysis of search engine optimization tactics in the context of digital marketing for enhancing websites ranking and visibility in Generative AI and large language models. International Journal of Research in Management, 2025, Vol. 7, 1107-1113: https://www.doi.org/10.33545/26648792.2025.v7.i1l.386

Abstract: Rise of generative Artificial Intelligence (AI) and Large Language Models (LLMs) has significantly transformed Search Engine Optimization (SEO) strategies and tactics. This study presents a quantitative analysis among digital professionals, assessing the effectiveness of on-page SEO, technical SEO, user engagement metrics and off-page SEO in optimizing a website for better ranking and visibility in AI and LLM-generated search results. Using statistical analysis, we evaluate the impact of traditional SEO tactics in new AI environment applications visibility. The results demonstrate that semantic keyword usage, content quality and structured data, remain critical for AI-driven search rankings. Findings also reveal a significant shift toward user engagement metrics, which AI models prioritize to assess content relevance and quality. Results offer actionable insights for digital marketers and webmasters seeking to optimize their websites for Generative AI and LLMs.

Keywords: SEO, AI Generators, large language models, digital marketing

[6]  Çırakoğlu, Fatma Sezer et al. Linguistic insights into high-quality content for SEO: Optimizing high-quality content with Grice’s conversational maxims. Telematics and Informatics Reports, 2024: https://doi.org/10.1016/j.teler.2024.100169

Abstract: Attaining a first-page position in search engine results is crucial for websites, impacting their visibility. Search engine optimization involves technical and content optimization strategies to enhance a website’s visibility. Central to this effort is the creation and maintenance of high-quality content that satisfies search engine algorithms and engages the intended audience. However, creating high-quality content is inherently challenging due to its subjective and multifaceted nature. This study addresses this challenge by analyzing high-quality content through a linguistic lens. It introduces a tailored framework that includes textual, stylistic, technical, and regulatory criteria, outlining the essential features of user-oriented high-quality content. Furthermore, this research advocates for the application of Grice’s conversational maxims—quality, quantity, relevance, and manner—in content creation and optimization to enhance the development of high-quality content. Employing a quantitative methodology and drawing on findings from an experiment conducted on Google’s search engine platform, this study promotes the effective utilization of these maxims to cultivate high-quality content and improve rankings on search engine results pages.

Keywords: Linguistics, Search engine optimization, Content optimization, Conversational maxims

[7]  Baye, Michael R. et al. Search Engine Optimization: What Drives Organic Traffic to Retail Sites?. Journal of Economics and Management Strategy, 2016, vol. 26, 6-31: https://doi.org/10.1111/jems.12141

Abstract: The lion’s share of retail traffic through search engines originates from organic (natural) rather than sponsored (paid) links. We use a dataset constructed from over 12,000 search terms and 2 million users to identify drivers of the organic clicks that the top 759 retailers received from search engines in August 2012. Our results are potentially important for search engine optimization (SEO). We find that a retailer’s investments in factors such as the quality and brand awareness of its site increases organic clicks through both a direct and an indirect effect. The direct effect stems purely from consumer behavior: The higher the quality of an online retailer, the greater the number of consumers who click its link rather than a competitor in the list of organic results. The indirect effect stems from our finding that search engines tend to place higher quality sites in better positions, which results in additional clicks because consumers tend to click links in more favorable positions. We also find that consumers who are older, wealthier, conduct searches from work, use fewer words, or include a brand name product in their search are more likely to click a retailer’s organic link following a product search. Finally, the quality of a retailer’s site appears to be especially important in attracting organic traffic from individuals with higher incomes. The beneficial direct and indirect effects of an online retailer’s brand equity on organic clicks, coupled with the spillover effects on traffic through other online and traditional channels, leads us to conclude that investments in the quality and brand awareness of a site should be included as part of an SEO strategy.

[8]  Ali A., Alani et al. Optimizing web page retrieval performance with advanced query expansion: leveraging ChatGPT and metadata-driven analysis. The Journal of Supercomputing, 2025, vol. 81, 569: https://doi.org/10.1007/s11227-025-07008-0

Abstract: With the rapid expansion of the Internet and the ever-growing volume of data, search engines face increasing difficulties in providing users with the most pertinent content for their queries. The typical search process, where a user inputs a query, and the system returns a list of pages, often falls short in delivering highly relevant results, with existing ranking methods not always aligning with user expectations. This paper addresses these challenges by developing a novel web page retrieval method to help users obtain more relevant content. The proposed method utilizes a Google custom search engine to respond to the user query, collect the search results along with its metadata from the Google dataset, and store it in JSON file via the Google API for the reranking process. This paper proposes a novel query expansion model that leverages the generative abilities of large language models, specifically ChatGPT, for interactive and automated query expansion to enhance the accuracy of the research results. The proposed model uses two metrics, namely cosine similarity and word mover’s distance, to assess the similarity between user queries and retrieve results by utilizing document metadata by considering the syntactic and semantic aspects of the text. The proposed method is very effective, and the results show a marked improvement in the search results compared to the results retrieved using the Bing, DuckDuckGo, and Google page rank algorithms.

Keywords: Unsupervised learning, CSE, Web pages reranking, Metadata, LLMs, ChatGPT

[9]  Ghouse, MD Mohiuddin. Seo and Digital Marketing Strategies Trends and Impacts On Online Visibility. Department of Computer Science, University PG College Palamuru University, 2025, ISBN 978-93-340-7190-0

Abstract: Due to the presence of a vast number of websites, the Search Engine has a crucial job of providing the relevant pages to the user, Search Engines such as Google, use Page Ranking Algorithm to rank web pages according to the quality of their content and their presence over the world wide web. Search Engine Optimization is a process of increasing the chances of a web page to appear in the first page of the search result. This paper explores the dynamic landscape of Search Engine Optimization (SEO) within the broader context of digital marketing. With the ever-evolving algorithms of major search engines and the proliferation of online platforms, understanding and harnessing the power of SEO has become paramount for businesses seeking to enhance their online presence. The paper delves into the fundamental principles of SEO, covering aspects such as keyword optimization, content relevance, and technical SEO elements. Additionally, it analyses the symbiotic relationship between SEO and digital marketing, elucidating how effective SEO strategies contribute to the success of broader digital marketing campaigns. The study investigates current trends in SEO, including the rise of voice search, mobile optimization, and the impact of artificial intelligence on search engine algorithms. Furthermore, the paper explores the challenges and ethical considerations associated with SEO practices, emphasizing the importance of maintaining transparency and adhering to best practices. Through a comprehensive review of literature, this paper aims to provide valuable insights for marketers, businesses, and researchers navigating the intricate landscape of SEO and its integral role in the realm of digital marketing.

Keywords: SEO, Digital Marketing, Mobile Optimization, keyword optimization, content relevance, AI

[10]  Durst, Carolin. B2B Digital Marketing Playbook – Strategie, Toolbox, Best Practices. Springer Gabler Berlin, Heidelberg, 2025: https://doi.org/10.1007/978-3-658-45379-4

Abstract: Marketing ist heute digital. Potenzielle B2B-Kunden suchen online nach Lösungen für ihre Probleme. Sie tauschen sich in sozialen Netzwerken aus und nutzen Online-Angebote wie Webinare oder Chatbots, um sich umfassend über Produkte und Dienstleistungen eines Unternehmens zu informieren. Studien zeigen, dass über 70 % der B2B-Kunden ihre Kaufentscheidung bereits getroffen haben, bevor sie mit dem Vertrieb in Kontakt treten. Dafür konsumieren sie Informationen, die über verschiedene Touchpoints bereitgestellt werden. Digitales Marketing im B2B ermöglicht somit eine völlig neue Nähe zum Kunden.

Keywords: Marketing für den Mittelstand, Performance Marketing, Leitfäden B2B-Marketing, Content Marketing

[11]  Schultheiß, Sebastian. Outside the industry, nobody knows what we do” SEO as seen by search engine optimizers and content providers. Department of Information, Hamburg University of Applied Sciences, Hamburg, Germany,  2021: https://doi.org/10.1007/978-3-658-45379-4

Abstract: Purpose – In commercial web search engine results rankings, four stakeholder groups are involved: search engine providers, users, content providers and search engine optimizers. Search engine optimization (SEO) is a multi-billion-dollar industry and responsible for making content visible through search engines. Despite this importance, little is known about its role in the interaction of the stakeholder groups. Design/methodology/approach – We conducted expert interviews with 15 German search engine optimizers and content providers, the latter represented by content managers and online journalists. The interviewees were asked about their perspectives on SEO and how they assess the views of users about SEO. Findings – SEO was considered necessary for content providers to ensure visibility, which is why dependencies between both stakeholder groups have evolved. Despite its importance, SEO was seen as largely unknown to users. Therefore, it is assumed that users cannot realistically assess the impact SEO has and that user opinions about SEO depend heavily on their knowledge of the topic. Originality/value – This study investigated search engine optimization from the perspective of those involved in the optimization business: content providers, online journalists and search engine optimization professionals. The study therefore contributes to a more nuanced view on and a deeper understanding of the SEO domain.

Keywords: Search engines, Search Engine Optimization (SEO), Expert interviews, Content provider, Online journalism, Search engine user, qualitative content analysis

[12]  Machado, Luís Miguel Oliveira. Semantic web or web of data? a diachronic study (1999 to 2017) of the publications of tim berners-lee and the world wide web consortium. Journal of the Association for Information Science and Technology, 2019: https://doi.org/10.1002/asi.24111

Abstract: The web has been, in the last decades, the place where information retrieval achieved its maximum importance, given its ubiquity and the sheer volume of information. However, its exponential growth made the retrieval task increasingly hard, relying in its effectiveness on idiosyncratic and somewhat biased ranking algorithms. To deal with this problem, a “new” web, called the Semantic Web (SW), was proposed, bringing along concepts like “Web of Data” and “Linked Data,” although the definitions and connections among these concepts are often unclear. Based on a qualitative approach built over a literature review, a definition of SW is presented, discussing the related concepts sometimes used as synonyms. It concludes that the SW is a comprehensive and ambitious construct that includes the great purpose of making the web a global database. It also follows the specifications developed and/or associated with its operationalization and the necessary procedures for the connection of data in an open format on the web. The goals of this comprehensive SW are the union of two outcomes still tenuously connected: the virtually unlimited possibility of connections between data—the web domain—with the potentiality of the automated inference of “intelligent” systems—the semantic component.

Keywords: Tim Berners-Lee

[13]  Marcus, Aaron. Design, User Experience, and Usability. Springer Nature Switzerland AG, 2023: https://doi.org/10.1007/978-3-031-35702-2

Abstract: User experience (UX) refers to a person’s thoughts, feelings, and behavior when using interactive systems. UX design is crucial in new and emerging mobile, ubiquitous, and omnipresent computer-based contexts. Design, User Experience, and Usability (DUXU) encompasses all aspects of a user’s interaction with a product or service, including how they perceive, learn, and use it. DUXU also addresses design knowledge, methods, and practices, focusing on deeply human-centered processes. Effective user experience design requires usability, usefulness, and appeal.

Keywords: data communication systems, communication systems, network protocols, usability engineering, Human-Computer Interaction (HCI)

[14]  Söilen, Klaus Solberg. Digital Marketing – Tools, Techniques and Best Practices for Graduate Students and Managers. Springer Nature Switzerland AG, 2024: https://doi.org/10.1007/978-3-031-69518-6

Abstract: This textbook strikes a balance between the theory of digital marketing and the practical skills necessary for prospective marketers in professional organizations, whether public or private. Beginning with an introduction to the digital landscape, it covers market segmentation, B2C and B2B applications as a starting point for digital marketing. Then, it takes readers through the customer journey, the use of social media, and the growing importance of video-based communication. With this background, students will learn the organizational, technical, and project management skills necessary for digital marketing, including online public relations, communications, and internet branding. The book also provides an extensive summary of strategies necessary for long-term digital marketing.

Keywords: Marketing metrics and web analytics, Data mining for marketing, Stealth marketing

[15]  Le, Tran Duc et al. Search engine optimization poisoning: A cybersecurity threat analysis and mitigation strategies for small and medium-sized enterprises. Technology in Society, 2024: https://doi.org/10.1016/j.techsoc.2024.102470

Abstract: This study investigates the emerging cybersecurity threat of search engine optimization (SEO) poisoning and its impact on small and medium-sized enterprises’ (SMEs) digital marketing efforts. Through a comprehensive analysis of SEO poisoning techniques employed by attackers, the study reveals the significant risks and consequences for SMEs, including reputational damage, financial losses, and disrupted operations. To address these threats, the study proposes tailored mitigation strategies aligned with the principles of the NIST Cybersecurity Framework while considering the resource constraints facing SMEs. The mitigation recommendations encompass technical measures such as website security audits and employee training alongside non-technical initiatives to foster a culture of cybersecurity awareness. Additionally, the study offers several discussions that elucidate the multifaceted challenges posed by SEO poisoning in the SME context from both internal and external perspectives. These contributions will empower SMEs and digital marketers to implement proactive safeguards against SEO poisoning risks and preserve their online presence. The study underscores the need for continued vigilance and adaptive security to combat the evolving tactics of cyber adversaries in the digital marketing domain.

Keywords: SME, SEO, Digital marketing, Cybersecurity

[16]  Garrigós, Irene et al. Web Engineering. Springer Cham, 23rd International Conference, ICWE 2023: https://link.springer.com/book/10.1007/978-3-031-34444-2

Abstract: The 18 revised full papers and 7 short papers presented in this book were carefully reviewed and selected from 77 submissions. They are organized in topical sections named: architecting the web in the cloud continuum; machine learning for web engineering; IoT and WoT engineering; user privacy engineering; user behaviour characterization; user centered technologies; tools and techniques for advanced web engineering; and web engineering practices and experiences.

Keywords: computer networks, user interfaces, World Wide Web, web engineering

[17]  Dach, Christian. Inbound-Marketing für B2B-Unternehmen – Neukunden digital gewinnen. Springer Gabler Wiesbaden, 2023: https://doi.org/10.1007/978-3-658-42262-2

Abstract: In diesem Essential wird erläutert, wie B2B-Unternehmen Inbound-Marketing erfolgreich umsetzen können, um ihre Vertriebsergebnisse nachhaltig zu verbessern. Der Schlüssel liegt in kontinuierlich generiertem Content, der über geeignete Kanäle ausgespielt wird, sodass Potenzialkunden von sich aus auf das Unternehmen zukommen. Marketing-Automation-Software ermöglicht dabei eine individuelle und gleichzeitig kostengünstige Interaktion mit potenziellen Kunden. Ist ein Lead „Sales Ready“, kann der Vertrieb den bereits interessierten und qualifizierten Kontakt übernehmen.

Keywords: Content Marketing, Cost per lead, potential customer (potentieller Kunde), Inbound Marketing Score, New customer acquisition B2B (Neukundenakquisition B2B)

[18]  Kavoura, Androniki. Strategic Innovative Marketing and Tourism – Current Trends and Future Outlook. Springer Proceedings in Business and Economics, 2023:  https://doi.org/10.1007/978-3-031-51038-0

Abstract: This open access book presents the latest findings of researchers from around the globe who presented their work at the 10th international conference of Strategic Innovative Marketing and Tourism (ICSIMAT) in 2023. It provides an up-to-date information and discusses current trends, issues, and debates, both theoretical and practical research, on strategic innovative marketing and tourism and applications from social media and emerging technologies in Artificial Intelligence and the Internet of Everything. Topics covered in the chapters include social media in marketing and tourism hospitality, culture, strategic tools, and techniques employed and implemented by some of the top research laboratories in the world to the industry. This book brings together work from both academia and industry and continues the successful impact of the previous years‘ conference on the academic discussion of the topics.

Keywords: Marketing, Business and Management, Economics, Sustainability