{"id":18933,"date":"2022-10-14T09:59:08","date_gmt":"2022-10-14T07:59:08","guid":{"rendered":"https:\/\/hub.hslu.ch\/ikm\/?p=18933"},"modified":"2026-02-09T14:43:00","modified_gmt":"2026-02-09T13:43:00","slug":"e-commerce-take-aways-3-und-4-suchmaschinenoptimierung-customer-experience-sowie-innovation-und-usability-bei-online-shops","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/ikm\/2022\/10\/14\/e-commerce-take-aways-3-und-4-suchmaschinenoptimierung-customer-experience-sowie-innovation-und-usability-bei-online-shops\/","title":{"rendered":"E-Commerce Take Aways 3 und 4 \u2013 Suchmaschinenoptimierung, Customer Experience sowie Innovation und Usability bei Online Shops"},"content":{"rendered":"\n<p class=\"is-style-default\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#SEO\">SEO ist kein Buch mit sieben Siegeln! (3)<\/a><\/li>\n\n\n\n<li><a href=\"#Verf\u00fchrt\">Lust verf\u00fchrt zu werden? (4)<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"SEO\">SEO ist kein Buch mit sieben Siegeln! | E-Commerce Take Away<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"468\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-702x468.jpg\" alt=\"\" class=\"wp-image-18939\" style=\"width:793px;height:529px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-702x468.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-300x200.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-768x512.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-600x400.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO-928x619.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/SEO.jpg 1080w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema:<\/strong> Suchmaschinenoptimierung<\/p>\n\n\n\n<p><strong>Dozent:<\/strong> <a href=\"https:\/\/www.linkedin.com\/in\/olivier-blattmann\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dr. Olivier Blattmann<\/a>,&nbsp;Chief Knowledge Officer (CKO), Co-Founder und SEO Expert bei der Internetagentur iqual AG<\/p>\n\n\n\n<p>Die Abk\u00fcrzung SEO steht f\u00fcr Suchmaschinenoptimierung und ist gem\u00e4ss einer Umfrage von Onlineh\u00e4ndler&nbsp;<strong>das Nr. 1 Marketinginstrument&nbsp;<\/strong>f\u00fcr einen Onlineshop.<\/p>\n\n\n\n<p>Die Positionen 1-3 bei der Google Suche sind f\u00fcr mehr als 55% der Klicks verantwortlich, dies erkl\u00e4rt die Hohe Wichtigkeit der Suchmaschinenoptimierung.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"354\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-702x354.png\" alt=\"\" class=\"wp-image-18940\" style=\"width:834px;height:421px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-702x354.png 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-300x151.png 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-768x387.png 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-1536x774.png 1536w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-2048x1031.png 2048w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-3-928x467.png 928w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p>Doch wie kommen wir zu einem besseren Ranking? Was gilt es zu beachten?<\/p>\n\n\n\n<p>An erster Stelle steht, dass man den Nutzer klar in den Fokus stellt.&nbsp;<strong>Wir machen SEO f\u00fcr Menschen und nicht f\u00fcr Suchmaschinen.<\/strong>&nbsp;Dies wird auch so von Google gew\u00fcnscht.<\/p>\n\n\n\n<p>Hier die wichtigsten Punkte zu SEO:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Wir definieren pro URL ca. 3 Keyw\u00f6rter, mit welchen wir ein Top-Ranking erzielen m\u00f6chten. Keyw\u00f6rter sollen: a) F\u00fcr unsere Strategie und Gesch\u00e4ftsziele Sinn machen b) relevanten Pull-Effekt haben (Keyw\u00f6rter werden gesucht) c) zur eine Suchintention mit unserem Angebot passen<\/li>\n\n\n\n<li>Sichtbarkeit = Summe aller Rankings<\/li>\n\n\n\n<li>Hohe Sichtbarkeit = hoher Traffic<\/li>\n\n\n\n<li>Hoher Traffic = gute Conversion, Ziele werden erreicht<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u00abErfolg braucht Zeit. Als Faustregel gilt die 666-Regel. Es braucht 6 Tage, um bei Google im Index zu sein. 6 Wochen, um einen Effekt bei der Suchmaschinenoptimierung zu sehen und 6 Monate, um auf eine Top-Platzierung zu erzielen.\u00bb<\/em><\/p>\n<cite><em>Dr. Olivier Blattmann<\/em><\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/simone-staub-a0492715a\/\" target=\"_blank\" rel=\"noreferrer noopener\">Simone Staub<\/a>&nbsp;(E-Commerce-Manager bei swidro ag) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/seo-ist-kein-buch-mit-sieben-siegeln-e-commerce-take-away-nussbaumer\/?trackingId=zujo01xQR76cdZA5bq%2Bd3w%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"393\" height=\"519\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Staub.jpg\" alt=\"\" class=\"wp-image-18947 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Staub.jpg 393w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Staub-227x300.jpg 227w\" sizes=\"auto, (max-width: 393px) 100vw, 393px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Verf\u00fchrt\">Lust verf\u00fchrt zu werden? | E-Commerce Take Away<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"468\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-702x468.jpg\" alt=\"\" class=\"wp-image-18944\" style=\"width:836px;height:557px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-702x468.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-300x200.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-768x512.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-600x400.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt-928x619.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Verfuehrt.jpg 1080w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema:<\/strong> Customer Experience, Innovation und Usability bei Online Shops<\/p>\n\n\n\n<p><strong>Dozentin:<\/strong> <a href=\"https:\/\/www.linkedin.com\/in\/julianerichter1\/\" target=\"_blank\" rel=\"noreferrer noopener\">Juliane Richter<\/a>, Senior Innovation Coach &amp; Consultant bei Generali<\/p>\n\n\n\n<p>Eine Kaufentscheidung zu treffen bei einer schlicht unendlichen Auswahl an Konsumg\u00fctern ist mein regelm\u00e4ssiges Dilemma. Gem\u00e4ss Dr. Robert Cialdini &amp; Steve Martin lassen wir Menschen uns aber gerne dank 6 kleinen Short Cuts \u00fcberzeugen. Und diese sind wunderbar in Onlineshops anwendbar:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"459\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-4.png\" alt=\"\" class=\"wp-image-18945\" style=\"width:640px;height:459px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-4.png 640w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Take-Away-4-300x215.png 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Reprocity (give and get back)<\/h3>\n\n\n\n<p>Ich freue mich jedes Mal wie ein Kleinkind, wenn Coop ein Produkt gratis offeriert. Und mag der Artikel noch so irrelevant sein, finde ich sofort den Weg in den Coop Supermarkt oder Coop Online Shop. Und dann kann ich ja auch gleich meinen Wocheneinkauf erledigen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Scarcity (you want what\u2019s rare)<\/h3>\n\n\n\n<p>Teilweise beobachte ich begehrte Objekte auf Ricardo f\u00fcr Wochen. Aber sp\u00e4testens, wenn jemand ein erstes Gebot abgibt, steigt bei mir der Nervenkitzel und ich biete mit. Denn viele Second Hand Artikel sind selten noch erh\u00e4ltlich als Neuware.<\/p>\n\n\n\n<p>Galaxus spielt mit seinem&nbsp;<a href=\"https:\/\/www.galaxus.ch\/de\" target=\"_blank\" rel=\"noreferrer noopener\">Tagesangebot<\/a>&nbsp;die FOMO (Fear of missing out) Karte brilliant aus. Das Angebot ist nicht nur zeitlich limitiert, sondern auch die St\u00fcckanzahl ist begrenzt.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u00abWenn Dinge nicht benutzbar sind, k\u00f6nnen sie noch so sch\u00f6n angemalt sein.\u00bb<\/em><\/p>\n<cite><em>Juliane Richter<\/em><\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/laura-l-046098109\/\" target=\"_blank\" rel=\"noreferrer noopener\">Laura Lichtenberger<\/a>&nbsp;(Account Manager SBB Digital Business bei SBB) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/lust-verf%25C3%25BChrt-zu-werden-e-commerce-take-away-michael-m-nussbaumer\/?trackingId=BBc4rQDjTEGldaIKKvReRQ%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"393\" height=\"519\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Lichtenberger.jpg\" alt=\"\" class=\"wp-image-18948 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Lichtenberger.jpg 393w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Lichtenberger-227x300.jpg 227w\" sizes=\"auto, (max-width: 393px) 100vw, 393px\" \/><\/figure><\/div>\n\n\n\n<p><strong>An weiteren Wissens-Snacks interessiert? Hier geht\u2019s zum <a href=\"https:\/\/hub.hslu.ch\/ikm\/2022\/09\/29\/e-commerce-take-away-1-und-2-erfolgreiche-umsetzung-einer-e-commerce-business-strategie\/\">ersten Teil<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Im Rahmen des CAS E-Commerce Management an der Hochschule Luzern schreiben die Teilnehmenden \u00fcber ihr pers\u00f6nliches E-Commerce Take Away, ein Wissens-Snack direkt aus dem Unterricht. Nach dem Programmeinstieg erlangen die Teilnehmenden das Wissen zur Suchmaschinenoptimierung, der Customer Experience sowie Innovation und Usability bei den Online Shops. Was sie dabei lernen und f\u00fcr sich mitnehmen, halten sie in ihrem pers\u00f6nlichen Beitrag fest.<\/p>\n","protected":false},"author":247,"featured_media":19211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"11454,16947,17235,16881,13787,18327","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[19461,4668],"tags":[53942,85503,1247,85903,86512],"class_list":["post-18933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-weiterbildung","tag-customer-experience","tag-ecommerce","tag-seo","tag-suchmaschinenoptimierung","tag-usability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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