Anyone who ranks #1 for keywords like “iPhone”, “washing machine”, or “refrigerator” must be doing a lot right. No wonder we became curious, as these three keywords alone are searched over 100,000 times a month on Google.
And right at the top of Google is: Mediamarkt. That’s why we invited Tamara Heinz. She is Department Manager SEO & Content at MediamarktSaturn. In recent years, she has built up the team and led the website to these successes. What is the secret behind this SEO success?
We talk to her about why C-level approval is so important, how she structures her team, why the collaboration between SEO and content is so crucial, and which KPIs she monitors.
Our Guest
After an initial stint at a digital agency, Tamara moved to MediamarktSaturn early on. In 2017, she started there as a Junior Manager SEO & E-Commerce and climbed the career ladder. Today, Tamara is Department Manager SEO & Content.
Her team consists of 17 people in total, including specialists for technical SEO and content. She strongly focuses on the personal skills and strengths of her team members. Some time ago, the content team was merged with the SEO team – a significant reason for their success.
When creating content, an SEO manager and a content manager form a joint tandem and are measured by the same goals. Learn more in our podcast discussion.
These are the SEO Rankings
The domain alone has around 100,000 keywords with a #1 ranking (see chart, tool: Sistrix). These keywords have a clear product reference or represent a category. Accordingly, the SEO traffic behind them is high-quality, contributing to the shop’s revenue.
It is also clear that competition for these keywords is very strong – and Mediamarkt prevails here. For examples like washing machine and refrigerator, platforms like Idealo, shops like Otto, and numerous manufacturers are also in the top 5. Saturn, the company’s second brand, also ranks very well.
Another peculiarity we notice: Mediamarkt has improved very consistently. There are no major ranking fluctuations; it neither suddenly goes up nor down.
This is a clear difference from other well-known websites that have been affected by recent Google algorithm changes (here is our report on Hubspot and here on Low Quality Content and User Signals).
Free SEO Online Training
- How to develop an SEO strategy – without getting sidetracked
- What common obstacles there are – and how to overcome them
- How other marketing managers have mastered their SEO
Their Own Magazine for the Customer Journey
A key building block for success: Tamara and her team develop content along the entire customer journey. From Tamara’s perspective, it is also a significant SEO success factor that the website thereby becomes a “topic authority” and Google takes this into account.
The company draws on its strong in-house expertise. Customers are accustomed to receiving expert advice at Mediamarkt, and this is exactly how it also happens online.
The “Turn on” magazine used to be anchored on its own domain. Meanwhile, it has been integrated into the main domain. This is also a phenomenon we have been observing for some time. Whether microsites, campaign websites, or their own online magazines: companies are merging their content onto one domain. Because in the end, it’s about the content quality of individual articles. Users can very well assess what kind of website they are on.
By merging the magazine and the shop on one domain, there is again a much closer connection between informative articles and concrete offers.
We Develop SEO Strategies and Business Cases
We are Fabian Jaeckert (right) and Benjamin O’Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.
For anyone seeking an SEO sparring partner or comprehensive SEO consulting, Fabian and Benjamin are the perfect choice. As an in-house SEO expert, I sought competent SEO support and found it with them. During a very pleasant introductory meeting, we jointly developed an approach to establish SEO among the individual stakeholders and thereby gain more internal visibility for the subject. Based on this initial discussion and a joint kick-off with the stakeholders, they developed a sound SEO and content strategy for a product area. Since then, they have both supported me as sparring partners during implementation.
The collaboration with Fabian and Benjamin is a great pleasure for me and all project participants, as they are masters of their craft and bring immense passion for SEO. This combination is infectious and motivates everyone to achieve peak performance.
“How can we improve our SEO visibility?”
This fundamental question underlies every project for which we are brought on board.
It often involves reviewing existing SEO and content strategies from an external perspective and developing new levers.
This is precisely what we specialize in.
We develop SEO strategies for companies and present them in a structured and understandable way to the responsible parties in focus workshops. A concrete business case emerges from the strategy. Subsequently, we support the in-house managers during implementation.
Sounds interesting?
We would be happy to arrange an introductory SEO meeting via video conference (30 min.).
Deepen your SEO Knowledge: Every Monday via Email
