Business_Spotlight_No3_202..

8 SKILL UP!

IN CONTEXT

Catchy and legal

Here, we present some more key phrases

and expressions you might use when talk-

ing about SEO and digital marketing.

5. No stuffing, please
   Tom: Did a robot write this? I can
   see you’re trying to use relevant
   keywords — but this is overkill.
   Search engines penalize sites that
   use keyword stuffing.
   Cath: What tips can you share
   with us?
   Tom: You need to write catchy
   headlines. Combine with infor­
   mative meta­descriptions to cap­
   ture the attention of viewers.
   Gitti: That sounds suspiciously
   like clickbait to me.
   Tom: No, not clickbait, just links
   that are interesting enough for
   people to want to click on them.
   6. Tools and touchpoints
   Tom: Using our own SEO tool,
   you can gain insights into keyword
   density, which will ultimately help
   boost your rankings.
   Cath: What’s next?
   Tom: The next step would be to
   break up your engaging content
   into more paragraphs. This makes
   it much easier to read across all dig­
   ital touchpoints.
   Gitti: Will that lower our bounce
   rate?
   Tom: It won’t increase it!

Illustration: Bernhard Förth

The SiTuaTion:

The team looks at how to

write more engaging content.

boost sth.

, etw. steigern

break sth. up into sth.

, etw. in etw. gliedern

insight

, Erkenntnis

paragraph

, Absatz

ultimately

, letztendlich

overkill: be ~

, zu viel des Guten

sein

penalize sth.

, etw. bestrafen

suspiciously

, verdächtig