Raves for Johan’s Workshop:
„I had the great opportunity to meet Johan during the SMX Advanced in Berlin. An amazing opportunity to hear Johan’s share his expertise on fundamental technical SEO notions such as crawling budgets and indexing optimizations. It was also a great chance to discuss and share some of our own ongoing SEO projects and challenges, and get his feedback on them. An intense day, full of rich and insightful information, useful and highly recommended for experienced veterans and curious new-comers in the SEO space.“
Andrej Zafirov, Digital Marketing Manager at autobiz Deutschland GmbH

„From my experience working with Johan, I can confidently say that he is one of the top technical SEO experts from Germany. Expect a high density of information, although Johan will still take plenty of time for further explanations. This is the reason why I regularly recommend Johan’s workshops to employees. Anyone who wants to take their technical SEO knowledge to the next level is in the right place with Johan.“
Stefan Vorwerk, Head of SEO, GetAway Group 

Why technical SEO (and this workshop) is relevant for you

Technical SEO is the basis of a successful SEO strategy. At least if your domain has more than 1k indexable urls technical SEO will decide whether your content will be ranking or not.
Understanding and optimizing technical SEO is therefore crucial for your SEO success (and career). This has not changed with the rise of AI as a tool and GenAI as a search engine.

In this workshop we will boost your knowledge about technical SEO. This workshop will not only discuss theory, but go into details and examples of your domain (and the domains of other attendees). Throughout the workshop we will discuss opportunities to improve your workflows with AI systems. We will also discuss how Generative AI or AI search engines differ from traditional search engines.

You have the opportunity to submit topic ideas and problems in advance that we can discuss and work on.

Your expert guide to technical SEO

Johan has been doing technical and strategic SEO for big websites for 15 years now and is one of the best known technical SEOs in Germany.

Did you ever delete a url and were wondering if this will help your SEO? Than you can imagine how Johan felt, when he led a relaunch project deleting 300 million urls from a domain. You wonder how that worked out? Johan will tell you.
This workshop is an excellent opportunity to profit from his knowledge about how Google (and bing) works.

Johan is working with some of the biggest websites in the world. Domains he’s helping contain shops and content publishers with more than 20 million indexed pages. He loves internal linking, SEO strategy and doing things that are good for users and SEO. So accessibility is important for him.

Benefits of attending

Attending this workshop will not only help you to better understand technical SEO in an AI world. You will:

• Gain practical solutions and strategies for your domain (utilizing state of the art AI knowledge)
• Better understand why things don’t work as intended and what to do about it
• Prioritize the improvements you defined
• Write tickets that developers love to implement
• Improve your search engine rankings and Gen AI performance with state of the art in-depth SEO knowledge
• Access to exclusive SEO Resources

You will also get:

• Practical solutions for your domain you can implement after SMX
• Refreshments and networking opportunities
• A nice lunch break
• Funny SEO anecdotes from 15 years of technical SEO fails

You will not only have a full day of SEO-discussion at the highest level with experts like you.

Requirements for attending

We want to make sure all attendees have a good experience and benefit from this workshop. Therefore everybody should know the basics of technical SEO:

• HTML
• Server-/Browser-Communication (Status Codes)
• Indexation Rules (robots.txt, Meta-Robots, X-Robots, Canonical)
• XML-Sitemaps

You don’t need 5 years of experience to follow the workshop, but you should have a solid basis in technical SEO. Also a basic understanding of how an LLM works will make it easier to follow throughout the workshop. The workshop will however repeat some of the basics to make sure everyone is on the same page and can follow the following expert part.

To prepare for the workshop, we recommend reading the following:

• https://developers.google.com/search/docs/crawling-indexing
• https://www.semrush.com/blog/technical-seo/
• https://developers.google.com/machine-learning/resources/intro-llms

The Agenda

• Basics: How Google works and why technical SEO is (still) important in an AI world
• Crawling: How to save Googles resources and save money on server costs by optimizing crawling
• Indexation: Why getting your content indexed is crucial and gets harder every year (and What we can do to improve indexation especially with Gen AI systems)
• HTML and information hierarchies: How we can improve Googles understanding of what is important on our pages
• Internal linking: How we can improve Googles understanding of which pages are important

Optional additonal topics (only covered if there is time and if required):

• What about bing (and other search engines and AI systems)
• Server side rendering and JavaScript
• Page loading and Google Core Web Vitals optimization
• Benefits of schema.org besides fancy snippets
• AMP/Mobile pages and other sources of canonicalization problems
• Technical International SEO (hreflang, content languages, optimized server setup and things people often miss to optimize)
• PageRank and PageRank simulation
• Pagination and other sources of crawl waste
• Automated linktext relevance and optimization
• Shaping topical relevance

About the workshop leader:

Johan is an SEO and the founder of Wingmen Online Marketing GmbH. Starting out as a technical SEO, Johan increasingly focuses on optimizing strategic, UX, and content-related aspects. Internal linking is the area where content, UX, and SEO are most closely connected. So internal linking must be a true passion for Johan. He leads a team of 20 SEO specialists at Wingmen Online Marketing GmbH, headquartered in Hamburg, Germany — each with an average of 10 years of SEO experience.