{"id":16527,"date":"2021-03-25T16:10:16","date_gmt":"2021-03-25T15:10:16","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=16527"},"modified":"2021-07-14T12:08:40","modified_gmt":"2021-07-14T10:08:40","slug":"mit-der-google-zukunftswerkstatt-fit-in-seo-und-google-analytics","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/2021\/mit-der-google-zukunftswerkstatt-fit-in-seo-und-google-analytics\/","title":{"rendered":"Mit der Google Zukunftswerkstatt fit in SEO und Google Analytics"},"content":{"rendered":"\n<p><strong>Im diesj\u00e4hrigen Fr\u00fchlingssemester konnten die MBS-Studierenden ihre Kenntnisse auf dem Gebiet des Online-Marketings in zwei Online-Workshops mit der <a href=\"https:\/\/learndigital.withgoogle.com\/zukunftswerkstatt\" target=\"_blank\" rel=\"noreferrer noopener\">Google Zukunftswerkstatt<\/a> vertiefen. In jeweils eineinhalbst\u00fcndigen Sessions f\u00fchrte Trainerin Anne Schubert tiefer in die Themen Suchmaschinenoptimierung (SEO) und Google Analytics ein und bezog die Teilnehmer*innen und deren Wissensst\u00e4nde aktiv in die Diskussion mit ein.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h4 class=\"wp-block-heading\">Workshop 1: Wie gestalte ich meinen Internetauftritt suchmaschinenoptimiert?<\/h4>\n\n\n\n<p>Der erste Themenblock Suchmaschinenoptimierung war bei den meisten der \u00fcber 150 anwesenden Studierenden keine Unbekannte mehr. Viele waren \u00fcber Studienprojekte, Praktika oder eigene Websites bereits selbst aktiv mit dem Thema in Ber\u00fchrung gekommen. Anne Schubert ging zun\u00e4chst auf die Relevanz von Suchmaschinen ein und pr\u00e4sentierte dabei verbl\u00fcffende Zahlen, wie beispielsweise, dass weltweit t\u00e4glich 7,4 Milliarden Suchanfragen gestellt werden, 9 von 10 Nutzer*innen regelm\u00e4\u00dfig lokale Suchanfragen starten und dass bei 68% der Personen Suchanfragen zur tats\u00e4chlichen Kaufentscheidung beitragen. Im Anschluss erl\u00e4uterte Anne Schubert den Studierenden die drei h\u00e4ufigsten Arten von Suchanfragen und zeigte an einem realen Beispiel, wie die individuelle Suchanfrage die jeweiligen Suchergebnisse beeinflusst. Sie erkl\u00e4rte die vereinfachte Funktionsweise einer Suchmaschine und machte deutlich, dass mehrere hundert Faktoren das Ranking eines Websiteauftritts auf der ersten Suchergebnisseite beeinflussen. F\u00fcr die h\u00f6chste Sichtbarkeit seien heutzutage SEO und SEA (Search Engine Advertising) unabdingbar. Anne Schubert, die selbst \u00fcber mehrere Jahre Berufserfahrung im Online-Marketing verf\u00fcgt und immer wieder Beispiele aus ihrer Zeit bei Expedia einflie\u00dfen lie\u00df, gab den Teilnehmer*innen wichtige Methoden und Tools an die Hand, um das passende Keyword f\u00fcr eine Website zu identifizieren und leitete dann zu den 12 goldenen SEO-Regeln als letzten Programmpunkt \u00fcber. Hier pr\u00e4sentierte sie n\u00fctzliche anwendungsorientierte Tipps und Tricks, die man f\u00fcr einen suchmaschinenoptimierten Internetauftritt ber\u00fccksichtigen sollte &#8211; von relevanten Inhalten und der richtigen Struktur \u00fcber die Optimierung von Bildern, Title und Meta-Tags hin zur HTTPS-Verschl\u00fcsselung und regelm\u00e4\u00dfigen Analyse.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Workshop 2: Mit Google Analytics Daten sammeln und auswerten<\/h4>\n\n\n\n<p>Im zweiten Workshop zum Thema Google Analytics sammelte Anne Schubert gemeinsam mit den Studierenden zun\u00e4chst Gr\u00fcnde, warum Digital Analytics, d.h. das Messen, Sammeln und Analysieren von Daten, wichtig ist &#8211; darunter das Kennenlernen von Nutzer*innen und deren Verhalten auf der Website, die Effizienzmessung von Marketingkampagnen sowie die M\u00f6glichkeit zur Optimierung des Produkts und der Customer Journey, um nur einige Beispiele zu nennen. Anne Schubert verdeutlichte, dass eine Customer Journey aus vielen verschiedenen Touchpoints bestehe und es oft nicht einfach sei, den oder die entscheidenden Faktoren f\u00fcr eine Conversion, d.h. die Erreichung eines messbaren Ziels, ausfindig zu machen. Um den Wert der einzelnen Kontaktpunkte besser einzusch\u00e4tzen und f\u00fcr k\u00fcnftige Marketinginvestitionen nutzbar zu machen, st\u00fcnden Marketers verschiedene Attributionsmodelle zur Verf\u00fcgung. Nach dem theoretischen Input leitete die Google-Zukunftswerkstatt-Trainerin in die Praxis \u00fcber und gew\u00e4hrte den Studierenden anhand des offenen Google-Merchandise-Accounts Einblicke in Google Analytics als das weltweit f\u00fchrende Webanalyse-Tool. Anne Schubert erl\u00e4uterte die Kontostruktur und Funktionsweise des Tools und verriet zugleich einige Anpassungen, die die neue Generation Google Analytics 4 mit sich bringt. Nach einem kurzen Exkurs zum Thema Datenschutz und Google Analytics standen am Ende des Workshops die individuellen Fragen der Studierenden &#8211; beispielsweise nach der Ver\u00e4nderung der Datenspeicherung in Zukunft &#8211; im Fokus. <\/p>\n\n\n\n<p>Die Zusammenarbeit der MBS mit der Google Zukunftswerkstatt, die als Schulungseinheit von Google Grundlagenwissen f\u00fcr das Leben und Arbeiten in der digitalen Welt vermittelt,  besteht bereits seit mehreren Semestern. In diesem Jahr wurden die Online-Workshops f\u00fcr alle interessierten MBS-Studierenden ge\u00f6ffnet und \u00fcber die Programme hinweg von Prof. Dr. Anne Tryba, Studiengangsleiterin im <a href=\"https:\/\/www.munich-business-school.de\/master\/master-innovation-and-entrepreneurship\" target=\"_blank\" rel=\"noreferrer noopener\">Master Innovation and Entrepreneurship<\/a>, organisiert. Wir bedanken uns f\u00fcr die interessanten Einblicke und freuen uns schon auf weitere Workshops! <\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Im diesj\u00e4hrigen Fr\u00fchlingssemester konnten die MBS-Studierenden ihre Kenntnisse auf dem Gebiet des Online-Marketings in zwei Online-Workshops mit der Google Zukunftswerkstatt vertiefen. In jeweils eineinhalbst\u00fcndigen Sessions f\u00fchrte Trainerin Anne Schubert tiefer in die Themen Suchmaschinenoptimierung (SEO) <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/2021\/mit-der-google-zukunftswerkstatt-fit-in-seo-und-google-analytics\/\" title=\"Mit der Google Zukunftswerkstatt fit in SEO und Google Analytics\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":16566,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44,47,53,32,5608,81,82,86,7138,85,7130,2272,92,90,95,13,16,17,30,39],"tags":[6885,6267,9887,10106,10107,2867,10110,10105,10109,2630],"coauthors":[685],"class_list":["post-16527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bachelor-de","category-bachelor-international-business-de","category-digital-business-operations-de","category-exchange-and-study-abroad-programme","category-homepage-de","category-marketing-sales-de","category-master-de","category-master-sports-business-and-communication-de","category-master-innovation-and-entrepreneurship-de","category-master-international-business-de","category-master-international-marketing-and-brand-management-de","category-mba-de","category-mba-general-management-full-time-de","category-mba-general-management-part-time-de","category-mbs-de","category-mbs-campus-community-de","category-mbs-news-de","category-mbs-programme","category-studierende","category-wirtschaftsthemen","tag-data-analytics-de","tag-digital-marketing-de","tag-digital-skills","tag-google-analytics","tag-google-zukunftswerkstatt","tag-online-marketing-de","tag-sea","tag-seo","tag-suchmaschinenoptimierung","tag-workshop-de"],"yoast_head":"<!-- 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