So rankst du Platz 1 bei Google SGE
Summary
TLDRDieses Video-Script behandelt die Optimierung von Inhalten für die Google Suchergebnis-Erweitert (SGE) und Chatbot-Antworten. Es erklärt, dass SGE für E-Commerce-Branchen eine positive Entwicklung ist und die Kundenreise verkürzen könnte, während es für Unternehmen, die von Impressions- oder Werbeverkauf abhängig sind, potenzielle negative Auswirkungen haben kann. Der Fokus liegt auf der Erstellung von kurzen, klaren und relevanten Antworten, ähnlich wie bei Featured Snippets. Die Optimierung umfasst die Analyse von Texten aus dem Karussell und Dropdown-Ergebnissen, um zu verstehen, was für eine Antwort zitiert wird. Es wird betont, dass die Antwort den gesamten Thema umfassen, gut lesbar, dicht an Informationen und einfach genug für Anfänger verständlich sein sollte. Die Verwendung von FAQs und der Umgang mit Informationen nach dem Prinzip der umgekehrten Pyramide, also zuerst die Antwort und dann die Details, wird als effektives Mittel zur Steigerung der Sichtbarkeit in SGE und Chatbots empfohlen.
Takeaways
- 🔍 **Optimierung für SGE**: Die Inhalte müssen so optimiert werden, dass sie in Google SGE und Chatbot-Antworten erscheinen.
- 🛒 **E-Commerce-Branche**: SGE könnte für E-Commerce spannende Veränderungen bringen, da es den Kundenjourney verkürzen könnte.
- 📉 **Negative Auswirkungen**: Branchen, die von Impressions oder Verkauf von Werbung leben, könnten durch direkte Antworten in den Suchergebnissen ein Traffic-Rückgang im Top-of-the-Funnel erleben.
- 📈 **Ranking in SGE**: Ziel ist es, relevante, kurze und klare Antworten zu haben, um in SGE sichtbar zu sein.
- 🏆 **Karussell-Ranking**: Für viele Suchanfragen ist es wichtig, im Karussell in den Top-Three zu ranken.
- 🔗 **Quellenreferenzen**: Auch das Ranken in den Quellenreferenzen ist wichtig, da diese oft mit dem Karussell-Ranking korrelieren.
- 🛍️ **Produktvorschläge**: Für E-Commerce-Unternehmen ist es wichtig, in den Produktvorschlägen zu ranken, was durch die Karussell-Ergebnisse beeinflusst wird.
- 🤖 **AI-Ergebnisse**: Für bestimmte Keywords kann es sinnvoll sein, die von AI generierten Antworten und die darauf folgenden Fragen zu beeinflussen.
- 🏆 **Ranking-Prozess**: Um in der AI-Schnappschuss-Ansicht zu ranken, ist es wichtig, bereits in den Top-Ten zu ranken und dann spezielle Inhalte zu optimieren.
- ✍️ **Inhaltserstellung**: Die neue Schreibweise für SBU-Optimierung sollte hart auf die Kernaussagen zugeschnitten sein und die Frage-Antwort-Struktur beachten.
- 📚 **FAQs und Struktur**: FAQs und bekannte Informationsmodelle wie Vor- und Nachteile, Vergleiche usw. sind hilfreich, um den Inhalt strukturiert zu präsentieren.
Q & A
Was ist SGE und warum könnte es für E-Commerce-Unternehmen wichtig sein?
-SGE, Googles Suchergebnisgenerator, ist ein Werkzeug, das darauf abzielt, die Kundenreise zu kürzen und Antworten direkt in den Suchergebnissen anzuzeigen. Es könnte für E-Commerce-Unternehmen wichtig sein, da es die Möglichkeit bietet, Produkte direkt in den Suchergebnissen vorzustellen und somit das Ranking in den Top-Positionen zu verbessern.
Wie wirkt sich SGE auf Unternehmen aus, die von Impressions- oder Werbeverkauf leben?
-Für Unternehmen, die von Impressions oder Werbeverkauf profitieren, kann SGE negative Auswirkungen haben. Wenn Fragen in den Suchergebnissen direkt beantwortet werden, könnte der Traffic im Bereich des Top-of-the-Funnels abnehmen, was diese Unternehmen direkt betrifft.
Was ist der Unterschied zwischen SGE-Optimierung und Featured Snippets-Optimierung?
-Beide Optimierungen zielen darauf ab, relevante Antworten in den Suchergebnissen zu haben, aber SGE ist derzeit etwas flatter und weniger stabil als Featured Snippets. SGE bevorzugt kurze, klare und hoch relevante Antworten, ähnlich wie Featured Snippets, aber mit einem stärkeren Fokus auf die Aktualität und Relevanz.
Wie kann man für SGE optimieren, um in den Suchergebnissen besser sichtbar zu werden?
-Man sollte eine spezielle Art von Inhaltsoptimierung anwenden, die Ähnlichkeiten mit der Featured Snippets-Optimierung und der 'User-Questions-Also-Box'-Optimierung aufweist. Das Ziel ist es, die relevanteste, kürzeste und klareste Antwort zu haben, also letztendlich einen passenden Textabschnitt.
Was sind die wichtigsten Faktoren, die SGE bevorzugt?
-SGE bevorzugt kurze, hoch relevante und richtig formatierte Texte. Die Antworten sollten die gesamte Thematik abdecken, eine hohe Lesbarkeit haben, eine extreme Informationsdichte aufweisen und einfach genug sein, damit auch Anfänger sie verstehen können.
Wie kann man sicherstellen, dass man in den Top-Positionen der SGE-Karussell-Suche rankt?
-Man sollte versuchen, in den Top-Three des Karussells zu ranken, da dies oft mit einem besseren Ranking in den Quellreferenzen und somit einer höheren Sichtbarkeit in den Suchergebnissen korreliert.
Welche Rolle spielt die Position der Antwort auf der Webseite für die SGE-Optimierung?
-Die Position der Antwort auf der Webseite ist ein wichtiger Faktor. SGE scheint Antworten zu bevorzugen, die weit oben auf der Seite platziert sind, da sie für Nutzer einfacher zugänglich sind und schneller lesbar sind.
Wie kann man die SGE-Optimierung in den Content-Creation-Prozess integrieren?
-Man kann die SGE-Optimierung in den Content-Creation-Prozess integrieren, indem man die SEO-Grundlagen sauber umsetzt, den umgekehrten Pyramidenprinzip auf Seiten- und Unterüberschriftenebene anwendet, FAQs zu seinem Content hinzufügt und bekannte Modelle wie Fragen und Antworten, Vor- und Nachteile, Vergleiche usw. verwendet, um den Content zu strukturieren.
Was ist der umgekehrte Pyramidenprinzip und wie kann es für die Content-Erstellung genutzt werden?
-Das umgekehrte Pyramidenprinzip besagt, dass man zuerst die wichtigsten Informationen präsentiert, bevor man in die Details eintieft. In der Content-Erstellung bedeutet dies, dass man zuerst eine kurze und einfache Antwort auf eine Frage gibt, bevor man die Details und die Hintergründe erklärt.
Warum sollten FAQs in den Content integriert werden?
-FAQs sind eine einfache und effektive Methode, um das Konzept von Frage und Antwort in den Content einzubinden. Sie helfen dabei, die wichtigsten Informationen für den Leser schnell und leicht zugänglich zu machen und unterstützen die SGE-Optimierung.
Wie kann man sicherstellen, dass man nach der Content-Optimierung von Google schnell wieder indiziert wird?
-Man kann die erneute Indizierung durch Google anfordern, indem man die URL, für die man Änderungen vorgenommen hat, in der Google Search Console eingibt und die Option 'erneut indizieren' auswählt. Dies sollte dazu beitragen, dass der Googlebot die Seite schnell neu crawlt.
Welche Bedeutung hat die Lesbarkeit und Informationsdichte für die SGE-Optimierung?
-Die Lesbarkeit und Informationsdichte sind entscheidend für die SGE-Optimierung. Antworten sollten leicht verständlich sein und eine hohe Informationsdichte haben, um in den Suchergebnissen besser ranken zu können.
Outlines
😀 Google SGE Optimierung: Wie man in Suchergebnissen und Chatbots besser sichtbar wird
In diesem Abschnitt geht es darum, wie man Inhalte so optimiert, dass man eine höhere Wahrscheinlichkeit hat, in Googles Suchergebnissen und Chatbot-Antworten zu erscheinen. Der Sprecher teilt seine Einschätzungen zur aktuellen Situation von SGE mit, betont jedoch, dass es nicht so schlimm ist. Er untersucht, wie SGE für verschiedene Branchen, insbesondere E-Commerce, Auswirkungen haben könnte und was für Unternehmen, die von Impressions oder Verkauf von Werbung leben, zu beachten ist. Der Fokus liegt auf der Erstellung von kurzen, klaren und relevanten Antworten, um in den SGE-Suchergebnissen besser sichtbar zu sein.
🔍 Schritte zur Erreichung von Platz 1 in AI-Suchergebnissen
Dieser Abschnitt beschreibt einen schrittweisen Ansatz, um in den AI-Suchergebnissen besser zu ranken. Zunächst benötigt man eine Seite, die bereits in den Top 10 rangiert. Anschließend sammelt man Textstücke aus den SGE-Ergebnissen, um zu verstehen, was für Inhalte favorisiert werden. SGE scheint kurze, hochrelevante und gut formatierte Texte zu bevorzugen. Die fünf Hauptpunkte, die für die SGE-Optimierung wichtig sind, sind: Vollständige Zusammenfassung des Themas, hohe Lesbarkeit, hohe Informationsdichte, Einfachheit der Antwort und die Position der Antwort auf der Seite. Abschließend wird empfohlen, die Indexierung in Google Search Console neu anzufordern, um die Optimierung zu testen.
📝 SGE-Optimierung in den Content-Erstellungsprozess integrieren
Der Sprecher diskutiert, wie man die SGE-Optimierung direkt in den Content-Erstellungsprozess integrieren kann. Er betont die Bedeutung von SEO-Grundlagen und der umgekehrten Pyramide, bei der zuerst eine kurze, einfache Antwort gegeben und dann die Details erläutert werden sollten. Er empfiehlt auch, FAQs zu verwenden, um das Konzept von Frage und Antwort zu unterstützen. Der Abschnitt endet mit der Diskussion über das Einfügen von FAQs und die Bedeutung von prägnanten Antworten, die weit oben auf der Seite erscheinen sollten, um besser in SGE sichtbar zu sein.
📚 Verwendung von bekannten Modellen zur Informationspräsentation
In diesem letzten Abschnitt werden verschiedene Modelle zur Strukturierung von Content diskutiert, wie z.B. Frage und Antwort, Vor- und Nachteile, Vergleiche usw. Der Sprecher kritisiert das traditionelle Schreibformat von Schulaufgaben, das für Webinhalte nicht geeignet ist. Stattdessen sollte man zuerst den Schlusspunkt präsentieren und dann die Argumente und Gedanken, die zu diesem Schluss geführt haben, darlegen. Der Abschnitt betont die Notwendigkeit, die Leser nicht zu zwingen, einem bestimmten Gedankengang zu folgen, sondern die wichtigsten Informationen unmittelbar zu liefern.
Mindmap
Keywords
💡SGE
💡Featured Snippets
💡E-Commerce
💡Informationsgedichte
💡Inverted Pyramid
💡FAQs
💡Google Search Console
💡SEO
💡AI-Antworten
💡Produktvorschläge
💡Nutzerfragen
Highlights
Optimizing content for Google's SGE (Short for Search Engine Generation Environment) can increase visibility in search results and chatbot responses.
SGE is not as daunting as it seems and is similar to featured snippets optimization for many industries.
E-commerce industries will see exciting changes with SGE, aiming to shorten the customer journey.
SGE may negatively impact companies relying on impressions or advertising sales due to direct answers in search results.
Affiliates still have opportunities in the new SGE environment.
To achieve visibility in SGE, content needs to be the most relevant, shortest, and clearest answer.
Ranking in the top three of the SGE carousel is crucial for visibility.
Source references and dropdowns are important for ranking and are often based on carousel results.
Product suggestions in SGE are influenced by carousel results and the Shopping Graph, offering opportunities for e-commerce.
Follow-up questions in SGE can be influenced by brands with high topic authority.
The process of optimizing for SGE also aids in gaining visibility in other AI-driven platforms like ChatGPT and Bing Copilot.
Google takes text directly from websites for SGE, similar to featured snippets, which could have legal implications for publishers.
To rank in SGE, a page ideally needs to already be in the top ten search results.
Content that ranks in SGE tends to be specific and highly relevant, rather than general.
High information density, readability, and simplicity are key factors for content to be quoted in SGE.
The position of the answer on the page matters; answers that are higher up are more likely to be quoted.
Optimizing for SGE involves a new writing style focused on hard-hitting answers and the inverted pyramid approach.
SEO basics are still crucial for optimizing content, including logical headline structure and fast loading times.
Content creation should follow the inverted pyramid model, providing a short answer first followed by details.
FAQs are an easy way to implement the question and answer concept in content.
Using familiar models like Q&A, pros and cons, and comparisons can help structure content effectively for SGE.
Web content should not follow the traditional school essay structure of introduction, body, and conclusion.
Transcripts
You will learn how to optimize your content so that you increase the chance of appearing
on Google SGE and in chatbot responses.
Have fun!
I'm really looking forward to this episode.
We start with my assessment of SGE, as of today.
Don't panic, SGE is really not that bad.
I've spent the last few weeks just looking at SGE, trying a lot, testing a lot and for
many industries it's not much more than featured snippets on steroids.
Who can expect major changes now?
It will be very exciting for e-commerce.
As we know, SGE also aims to shorten the customer journey.
Accordingly, there will certainly have to be minor adjustments in e-commerce, but in
the end there will be no negative effects.
However, there are certainly sectors where there will be negative effects, in my view
today.
And for companies that live from impressions or Sell advertising.
By simply answering questions briefly and crisply directly in the search results, it
is very likely that the traffic top of the funnel will decrease.
And so these companies are directly affected and perhaps not the really big ones, but the
smaller ones will certainly feel it, as will the medium-sized ones.
Then: Affiliates also still have opportunities.
So I've changed my mind about the original video.
But as we have already seen after the Helpful Content Update: You have to be really good,
you really have to build a brand to be able to play along.
So.
How do we get visibility for SGE answers now?
What we need above all for SGE is a special type of content optimization, which is very
similar to featured snippets optimization and "user-questions-also-box" optimization,
but unfortunately a little more volatile at the moment.
Your goal is to have the most relevant, shortest, clearest answer - so ultimately a suitable
piece of text.
So.
Where do you want to appear in SGE now?
Where are the opportunities?
And we jump straight into SGE.
We are now here on Google.com "Best E Bikes".
Originally, with this result, the Generate button is displayed, but no pre-generated
result.
This means that I have now generated this result in a second step.
And the first thing we want to get into at SGE is the classic carousel.
This is not the case for every search query, but for many search queries.
And here you can scroll even further.
And of course we want to rank in the top three of this carousel.
Then, where we want to rank in is at, I call it source references, some American SEOs call
it dropdown.
But we now have an AI answer directly for the keyword "What is SEO".
And for each part, as you can already see, there is a dropdown and below this dropdown
is another carousel, which...
This answer was generated by the language model and as a foundation, based on this result
- and there can be one result, there can be three results, sometimes even more results
can be displayed - but this is for a specific part that I am displayed.
So the most exciting thing is to rank in the carousel.
Then, what is also very important, is to rank purely in this source reference, because this
carousel, which we looked at before, is usually based on or works in such a way that the result
that ranks first here ranks first in the first source reference and typically also ranks
first in the carousel.
As you can see, the carousel is not always displayed, but in the end they are all carousel
results.
So.
Then, what I find super exciting, if we jump back to "Best E Bikes", are the product suggestions.
If we click here, we can see where this answer comes from.
And these product suggestions are of course a result of these carousel results, but also
from the Shopping Graph.
Optimizing here is of course super exciting for e-commerce companies.
for manufacturers who want to sell more of their brand.
Very exciting.
And last but not least, this is really a fringe case and only of interest to some.
Exactly, these are follow-up questions that can appear in different places.
For example, we have this for the keyword "e-cigarette versus vape".
And then there are these follow-up questions.
For certain keywords it can make sense, especially if an AI result is generated for your brand,
for example, that we want to influence this answer, these questions, so that we don't
have any negative things in them now.
What does it take?
This is actually only possible if I am the brand leader or the market leader and have
a really high level of topic authority.
So.
Now the best thing about the following process we are discussing:
This process also helps you to gain more visibility in ChatGPT, Bing Copilot and Perplexity.
What I found really exciting and have only really learned in the last few weeks is:
I thought for a long time that RAG - for anyone who doesn't know what RAG is, here's the video
- meant that Google always went with its language model based on any results...
So it only uses the results to check whether the answer is correct and then generates an
answer itself based on these results.
In reality, however, Google takes the text directly from a website - as with a featured
snippet.
I'm really curious to see what the legal situation is, because if, for example, publishers get
less traffic as a result and then their text snippets are taken over directly and they
lose traffic, Google will have massive problems.
But it's not my problem, it's Google's problem.
So.
And now let's take a look step by step: How to get to number one in the AI Snapshot.
So.
Step one, and this is the most trivial:
Ideally, you need a page that already ranks in the top ten.
Recent studies on SBU also show this: At the very beginning it was like this, SGE took
any results and then quoted them.
It's like this now: It tends to be very important that you rank in the top ten so that you are
also displayed in SGE.
What we would basically do, which is smart:
We look at where the opportunities are.
In other words, we look at organic keywords.
For example, I now use ahrefs or a tool that you have.
Then you say, okay, filter the top ten rankings and so on.
Show results.
Then it shows me all the keywords where I rank in the top ten and then - logically,
Ahrefs doesn't have this for Germany yet - I can probably filter where an SBU result appears
and then I would tackle these topics directly in the optimization.
Step two: We jump back there, directly into SGE.
You click on the results in the carousel and in the dropdowns and collect the pieces of
text.
So what we would do is, let's take the example of "e-cigarette versus vape" and I want to
be quoted on this piece of text above.
Then I would now open all the carousel results, bang, bang, bang.
Then sometimes it's with jump labels, sometimes without jump labels.
So you see, for example, this result is without jump labels, there is nothing marked, versus
this result is again the classic, what we already know from featured snippets, where
it is immediately clear, okay, this part of the text - that's why Google SGE cites this
result.
Let's take a look at the last one - it is also quoted, etc.
And we would copy all these pieces of text together and of course draw conclusions from
them.
Exactly.
Something else that might be important to mention if there is sometimes no jump mark:
My feeling is, it seems to imply, from my understanding so far, that there is no appropriate
short answer on this page.
That is, these things that are quoted here tend to have a very high information density
versus these very authoritative results, that is, the "Center for Disease Control", which
is the official government website.
Google may have to quote the result here, but there's no short answer that can pull
it right out.
That's my guess - maybe it's completely wrong, but it's my feeling.
So.
Thirdly: SGE loves short, highly relevant and appropriately formatted pieces of text.
This means that if we now copy these pieces of text together from a carousel where we
want to enter - if there are fixed marked parts - we can ultimately draw conclusions
from this:
Ah, okay, that must be the content of the answer so I can be quoted here.
A very simple example is here in this carousel on SEO, on this basic definition of SEO.
There is this answer, with a quoted text.
It is now completely natural to take this text and perhaps develop it further.
We'll look at the dimensions in a moment.
What is exciting and what we have learned is:
You don't necessarily need pages that are incredibly strong, etc.
What SGE seems to love is: It needs something very specific versus a strong site with more
general information.
This means that you can sometimes rank with pages that have relatively little text, for
example glossaries.
I find it really exciting.
Of course, it always depends on the situation, the competitive situation, but it was very
noticeable.
So.
We look at our copied text pieces and we have looked at many text pieces and the similarities
are always actually the same five points, namely:
This answer perfectly summarizes the entire topic.
In other words, you have this AI answer and then something is quoted for a certain snippet
of text.
This answer is usually comprehensive - an entire topic is simply covered, without nuances,
without everything.
Then, it tends to have a high readability.
A practical tool that I can recommend in German is Wortliga.
Then, the information density is extremely high, which means you can rank with a relatively
weak page if the information density is extremely high, as long as you rank in the top ten,
and a very strong page with a lot of authority can even afford not to have a short answer
and still get cited.
Then, the simplicity of the answer.
This means that the answers quoted there are generally what a beginner can understand.
The question is how that will turn out.
The deeper you go now, for example, with more complex long-tail keywords, the more likely
it is that this is still the case.
But the answers tend to be very simple.
And what's a huge factor is even if someone has a very good answer on their side and has
a lot of authority, how do you beat them out: The answer is way up on the page.
And now, with these five points, one thing should be clear to you: This is very similar
to featured snippets optimization and "users also ask box" optimization.
Which is very important for content creators: SBU doesn't like well-written, exciting stories,
but rather hard-hitting answers distilled to the bare essentials.
And that will require a new kind of writing style, which we will discuss later.
So.
We have looked at these answers.
We have tried to provide an even more compact, better answer according to these five criteria.
What we then need to do to really test this: Re-request indexing in Google Search Console.
For anyone who doesn't know how to do this.
But you should know that about this channel.
You get your URL where you have made any changes, go into the Google Search Console, then "Retrieve
data from the Google index" and then we press "Request indexing again" and then ideally
the Googlebot comes by.
You should see an effect with this work within a maximum of one day after your optimization,
otherwise you will have to rework.
So.
So that all sounds very detailed.
How can we now incorporate SBU optimization directly into our content creation?
I have read many, many, many expert opinions on this subject.
I have now also shown the small-scale version and some will now recommend that this is how
the world is now.
I doubt whether optimizing for individual answers is the most sensible approach in the
long term.
In the last episode, we talked about keyword research and how we need to update it.
Accordingly, we also need to update our content creation according to best practices that
lead to or increase the likelihood of appearing in SBUs and chatbots.
So.
And it starts quite basic, but just mention it so that nobody has the illusion that SGE
is completely different.
Number one: You simply want to implement all SEO basics cleanly.
Logical headline structure on your site, OnPage optimization basics there's a great old video
where all things are explained, nothing has ever changed.
Fast loading times...
You still want to continue doing all these basics.
So SGE is based on all the foundations that have existed up to now.
Then secondly, what is new in my opinion or not new, but what needs to become a bigger
focus is:
Always remember the concept of question and answer and the inverted pyramid.
You always want to provide a short, simple answer first and then the details.
And I'm going to expand on that now, it sounds trivial, but it's not trivial.
We want to deliver the concept of the inverted pyramid from page level right down to the
level of subheadings.
In other words, let's say we have a guidebook, then I want to provide the most important
points above for people who only really take a quick look, the most important points in
a nutshell.
This is already step one of the inverted pyramid.
But then I always want to provide a short answer to each subheading first.
Okay, briefly answer that and then I'll explain the details and my thought processes.
Very, very, very, very important, in life in general and also for SGE:
Don't force the reader to follow your train of thought, but provide the answer first - so
distill the conclusion from your thoughts and then explain the details behind it and
how you came to that conclusion.
Very, very important.
This is also a game changer in terms of optimizing for attention.
Number three: Add FAQs to your content.
Wow, it's not very new, but FAQs make it easier for most people to implement this question
and answer concept.
Because this point is before that: Will everyone be able to implement it?
In an editorial office with a lot of people involved?
Difficult.
But anyone can do FAQs.
What I would focus on even more now is that you say, okay, in my content I definitely
have - based on how we answered all these questions about a focus keyword, secondary
keywords, in the last episode - I want to deliver something like that in my content.
At best - that's not a word, but everyone knows what I mean - directly in the content.
If you can't do it any other way, then FAQs question-and-answer style.
What is the problem with this approach?
That of course, if you do it that way, the answer is
not far up on
your side and accordingly you have a small disadvantage in SGE and in general.
And that is point four.
That should perhaps be a basis, but I just don't see that in a lot of web content, so
I think it's important to emphasize that again:
Use familiar models for presenting information such as question and answer, advantages and
disadvantages, comparisons, etc. to structure content.
The worst thing that can happen to you and the worst possible thing is if your web content
is prepared like a German school assignment.
The way we write texts at school is the stupidest way.
So introduction, main part, conclusion.
No thanks.
This is not how to teach anyone anything or how anyone should write.
Also in an e-mail: First the conclusion, what is relevant to this person?
And then your train of thought as to how you came to this conclusion.
It's the opposite of how we learn German, how we write a school assignment.
Essentiell.
And that was it again.
I'm sure I'll get
a lot of criticism from teachers and people who have studied languages, but web content
simply has a different purpose.
It's about capturing demand, holding attention, and you can't write an introduction, body
and conclusion.
Just doesn't work.
Thank you for watching and see you next time.
Bye!
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