International speakersPrestigious award show2 different locations9th edition

Case The journey of an industry towards one user-centered platform

Nina Roser

15:40 - 16:10

For the first time, home builders no longer have to research through a multitude of offers on the subject of sun protection and shading for balconies, patios and gardens. For, the five big companies in the industry have teamed up with their individual products in order to provide the target group with answers to their questions and to offer optimal advice across all services and at a central digital location. We have accompanied and designed this platform from an SEO perspective right from the start: content, technology, structure and off-page lay the foundation for the SEO performance, combined with the focus on a great user experience on the portal. I’ll take you through our case study.

Nina Roser

Head of SEOfischerAppeltNina is a passionate SEO professional with many years of experience, heading the SEO team at fischerAppelt, one of Germany’s leading content marketing and PR agencies. How she got the job is a unique story worth reading on: together with her online marketing colleagues, she attracted quite some attention in 2017, when airberlin filed for bankruptcy. Overnight the airline’s e-commerce department created a website to publicly apply for a new job. With the hashtag #HireUsAsATeam the campaign went viral and was answered by fischerAppelt most creatively – leading to a happy end for both sides: fischerAppelt won over a whole team of experts and the former airberlin employees still work together and do what they do best: purpose driven online marketing as a team. Since then the successful recruiting campaign has won numerous awards, including the Best of Content Marketing “bcm” Award, the German Brand Award, Criteo SMARTech Award and the audience award of The Best Agency Award.

Besides being responsible today for all content-related, structural and technical topics that make her customers’ websites more visible organically and easier to find for their target groups, Nina is teaching SEO at the Institute for Culture and Media Management (KMM) in Hamburg.