Im E-Commerce setzt sich zur Zeit die Erkenntnis durch, dass SEO-getriebene Konzepte wenig nachhaltig sind. Dass Inhaltsgetrieben Konzepte vor der gleichen Entwicklung stehen ist absolut logisch. Mit Suite101 hat jetzt einer der größten Content-Schleudern einen herben Schlag erhalten und das Berliner Büro geräumt. Als Schuldigen sieht man allerdings nicht das eigene Konzept, sondern das letzte Google-Update:
Wie bereits vor einigen Monaten dargestellt, leidet unser weltweiter Traffic seit Februar dieses Jahres unter an Googles Suchmaschine durchgeführten Änderungen, den mittlerweile bekannten “Panda”-Updates. Suchmaschinen sind der natürliche ‘Vertriebsweg’ für hilfreiche Artikel im Internet, wobei zurzeit insbesondere in Europa “Suchmaschinen” mit “Google” gleichzusetzen sind. Während wir in der Vergangenheit von Verbesserungen bei Google meist profitierten, werden unsere Artikel dort derzeit schwächer gerankt als sie sollten.
Das Suchmaschinen eben gerade nicht der “natürliche Vertriebsweg” für Inhalte sein sollten, zeigt sich bei einem Blick auf die Statistik:
Einseitig auf Google und Suchmaschinenoptimierung ausgelegte Konzepte waren und sind ein Spiel mit dem Feuer. Läuft alles gut – ist gut. Ändert Google den Algorithmus – ist alles weg. Welche Auswirkungen das im Speziellen hat, sieht man bei Suite101:
Während Suite101.de noch zu Jahresbeginn operativ profitabel arbeitete und unsere restlichen europäischen Aktivitäten als Investition vom Rest der Firma mitgetragen wurden, erwirtschaften nun alle europäischen Seiten trotz noch im Sommer durchgeführter Sparmaßnahmen Verluste. Vor die Wahl gestellt, entweder diese Situation auf unabsehbare Zeit hinzunehmen oder aber über die kommenden Jahre Ressourcen in die Weiterentwicklung von Suite101 mit Ziel der letztlichen Befreiung von unserer Google-Abhängigkeit investieren zu können, haben wir uns für die zweite Alternative entschieden und müssen entsprechend unser redaktionelles Modell in Europa der wirtschaftlichen Lageanpassen.
Was den einen empfindlichen Schaden zufügt, pusht die anderen weiter nach oben. Konzepte, die mit Stammlesern arbeiten, haben fast durchwegs von Googles update profitiert.
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