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Flanke 7 GmbH: Jamstack Websites + Performance Marketing

In Part 1 of this article series, we took a closer look at what Google knows about a website - but what the owner or operator doesn't know. Quite a discrepancy, because how can you get better if the information is missing? By taking advantage of data-driven analysis.

In part 2, we'll present the analytics options in a bit more detail - this time, we'll put on the technical Google glasses. Let's go.



These are 2 technical products, both of which help to get an overview of one's website. 

The developed algorithm behind Site Survey evaluates general characteristics of a web presence. These include: 

The developed algorithm behind Site Technical looks at the technical characteristics of a website in detail, such as: 

For example, if you have a new site that loads quickly at launch, you can have it checked periodically over time to see if the speed is maintained. Especially if content is added to the site independently, this can have an impact on the volume and thus on the loading time. 

Web presences that have grown historically, for example, may have some pages that lead to a 404 error message - not a good sign from Google's point of view, because web presences should have intact pages - if this is not the case, the rating drops. 

If e.g. the meta tags are examined (title & description), it can be recorded how Google sorts the own website thematically - and what is not named, cannot be sorted by Google and accordingly also not be ranked.

In addition, there is further, important information that can be collected about one's own site. With the help of an algorithm-based evaluation, there is another benefit for every interested party: such an evaluation is fast and does not take months.

This analysis product is also based on an algorithm. Here, the structure and architecture of a website is evaluated and recorded in the form of a so-called Sankey diagram. The algorithm calculates the frequency of occurrence of each level and derives the flow of information from it. One such level can be a landing page, for example. 

An example: A company offers various services in the form of services. Ideally, these services should be visible to a visitor of the website at the latest in step 2 after entering the page - whether this is so or not can be read from the Sankey. 

A Sankey diagram is a method of visualizing quantity flows, i.e. that individual flows are shown in proportion to quantity. 

Why is this important? People visit a website with different intentions - for a company, each visitor should ideally be encouraged while browsing through the site, e.g. to buy something, request information material or even contact the company. This is directly related to the structure of the page, because if information cannot be found quickly, the probability that the page will be left again is very high. Ergo: no desired action. The reason for this: structure and architecture of the information. 

This means that the amount of flowing information is not the information that can or should lead to an action.



Keywords are an important part of every site and still not to be neglected in terms of SEO. Here, various aspects are analyzed - all based on developed algorithms. Thus, the textual contributions of each page of a website are evaluated and sorted into a relevance scheme. Sources used here include the titles & descriptions, the extracted image & link descriptions, and the text lines of each individual page. 

A text post is classified as relevant if the frequency of occurrence is significantly less than the total number of pages. This means that a keyword should be used more often, but each time in a different context - it does not take 5 pages of the same content. For the calculation of relevance, a gradient method known and often used in text analysis is used. 

However, the selected and analyzed keywords can also be related to each other. This makes it possible to evaluate whether content contributions lead to relevant information networks around the respective keywords. This means that keywords should not stand alone, but always together - because this is the only way to create a text that is appealing to a reader.

For this form of analysis, we use various methods, such as computational linguistics, data mining methods for word groups, and also a content similarity approach.



Site Social - The Relationship of the Website to Social Media

If a company has accounts on the social networks such as Instagram, Facebook or YouTube in addition to the website, it happens that content is shared on the respective profile from the website.  The algorithm developed extracts the social media links from each website and evaluates their relevance. Again, something is considered relevant if the frequency is significantly less than the total number of web pages. 

Google checks all web pages again and again - of course not by hand or by employees, the pages are technically crawled. From the website's relationship to social media, Google can see if the company has a content marketing and/or social media strategy, and this analysis also shows Meta's (formerly Facebook's) view of that website. These classifications have a significant influence on the evaluation and ranking of the page.



Speed is critical, but how fast is fast and what on my site is how fast? With a performance audit we can filter information from the site and identify the weak points.  

Here you can find out more about the performance of the site, following on from Site Technical: 

These factors of performance are important for two reasons: for Google's rating and for a user's experience on the page. 

Google rates fast and well performing pages better, users stay on pages longer if the experience is not disturbed by e.g. loading times. The latter also increases the chance of an action by the user.

Site Readability - How do we actually write 

The developed algorithm performs an inventory of the readability of selected texts and URLs. Which ones should be analyzed can be decided individually. 

Readability is a metric that determines how easily visitors can read and, above all, understand the text of a website. In addition to the selection of font size, spacing and colors, the writing style in particular is very important. 

Visitors to a website often don't have much time and are not interested in concentrating very hard. Information must be found quickly and, above all, understood quickly. If this rule is ignored, other marketing measures have a very low chance of success. 

The method was developed by the Austrian Rudolf Flesch. The readability is calculated with the help of the Flesch Index. The developed formula is based on the number of words, syllables and other language-related parameters.  

The Flesch Index evaluates a text with a value between 0 and 100, assigns this value to a level of difficulty. Values between 0 and 20 are classified as scientific articles. Very simple texts with values between 80 and 100 have the difficulty level of an advertising slogan. 

Why is this important? Anyone who knows their target audience knows what they want to hear or read. And even if there is a need for specialized articles, they should be placed separately within a page, because readers need time for this - when visiting a page, it's all about being able to consume information as quickly and easily as possible. 

So: How and in what way are my texts read and perceived - that's what the site readability tells me.

Spending the day in someone else's shoes - an experience that holds great fascination for many. And how would it be to be able to see your own site through Google's eyes? Absolutely exciting, isn't it? Technically feasible, quickly implemented, valuable for decision-making. 

With the help of the analysis products, we can quickly provide a lot of information and answers - if there are further questions, further analyses are conceivable and possible.


If you have any questions or suggestions, please feel free to contact us - 

What Google knows - Part 2

How does Google actually see my website and what can Google see there? This question comes up every now and then and at the latest when you start to deal with the placement and optimization of a page within a search engine (SEO), you quickly realize that you don't even know if your own actions correspond to what Google expects. 

Google itself provides hints and tips to follow that can help optimize a website. For example, the 

. Here, Google also addresses how a website is viewed from a technical and machine perspective and what should be taken into account. But a crucial question arises: How do I approach this as a company?



Basically, there are different ways to do this - manually or technically supported. If you choose the manual way, you need two things: Background knowledge about the structure of a site and time.

And often it fails because of the time that many companies do not have. If a website has been in its current form for a long time and has grown historically, the scope of the analysis thus becomes larger and larger, and the chance of accomplishing this the manual way becomes smaller and smaller. And not every question, like measuring readability or speed, can be answered manually either.

So it's nice to see that the possibilities of a comprehensive inventory of a website can also be done in a technically supported way. And by this we mean a data-driven analysis based on the data and information a website provides. 

The advantage? Questions about the performance of a website, readability of texts, keywords, which pages are intact and which are not, can not only be answered, this form of analysis is available very quickly. What exact details come to light, we still look at in detail. The fast availability is possible because the analysis is algorithm-based - of course, the development of such an algorithm requires time, but the results for the respective page do not have a lead time of months. And: a data-based decision-making basis for both SEO and user experience is created.



When an analysis is performed, it is important that this inventory is as comprehensive as possible, so that the current state of a website is really captured. And the nice thing is that not only are there different options, but more can be developed. So what is possible in detail? 



With the help of a survey and an analysis of the technical aspects of a site, the following information comes to light: 

This and more is part of the overview - all from Google's point of view on your own site.



Google looks at a website and sees different things, but if Google were a human - what would the information on the different pages look like and how does that information flow? 

The flow of information, simply explained, is the navigation through the page, which is created by the structure, among other things, but also by the menu and the placement of content. 

This form of analysis is equally possible and it provides many important insights: 

If a prospective customer or potential new customer visits a website, then you want to ensure that an appropriate action is taken - such as a purchase, or even a contact. And with the help of the information flow, it can be determined, among other things, that this prospective customer is presented with the information on the website too late, as a result of which no purchase can be made. 



At the content level, there are several ways to see how well or poorly a website is positioned. 

This and much more can be found out by analyzing the content of a website with technical support. Always from Google's point of view. 

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If you want to know how Google sees and evaluates the connection from your own website to your own social channels such as Instagram, Facebook or YouTube, you can get more information based on a content analysis - and also prepared in a Wordcloud with the most common terms.



Speed is crucial. For this reason, Flank 7 not only offers fast websites, but also various performance marketing options for this purpose. So if you are interested in a fast, new website, you will benefit from knowing where you stand. Because only then can targeted optimizations be made.

In this way, corresponding, possibly also negative adjusting screws are identified, which can then be specifically bypassed on a new page.  Always to improve from Google's point of view.



Who is actually my target group - is probably the most central question in marketing and often not so easy to answer. But it is enormously important, because if I don't know who I'm developing a product for, I can't influence whether it will be bought. 

And now that's in contrast to an increasingly important statement, "Content is King." 

Yes, content is very important and it also has to fit the needs of the target audience. And on a website, it's all about the text content and its readability, among other things. If I know my target group, I know whether they are looking for simple or sophisticated texts. Basically, the content on a page should be one thing above all: easy and quick to consume.

And how do I know which text on my website is perceived and how? With the help of a technically-supported inventory that finds this out. This is based on Rudolf Flesch's method and calculates an index for the readability of the texts accordingly. 

So what do we know afterwards? Whether my texts are quick and easy to consume or not, and also how many of my texts are demanding.



There are a variety of providers for tools that are used to examine and analyze websites. Like for example 

What is the difference and the advantages compared to our possibilities of analysis and the tools available on the market? If you want to keep it very short and answer it, it is in the type of information and perspective (symbolizing from Google's point of view) and flexibility. 

Many of the tools available on the market look at a website as an overall construct from an SEO perspective and provide little or no insights into the technical factors of a page or even the content in detail. For example, they consider all keywords of a page and their ranking in relation to the overall ranking of a page on Google. But how, for example, the thematic distribution of the most important content is presented to a user remains answered. Also, the loading and latency time is not specified. Despite everything, it is important that such analyses can be performed using the tools available on the market, because they provide important insights. 

However, from our point of view, a different perspective can be taken, providing valuable insights for customers from a different point of view. 

The developed analysis products offer the advantage that they holistically illuminate the website from the content point of view and SEO point of view and also consider the user experience. 

So you not only have the opportunity to learn a lot about the keywords used, but also to look at them in the flow of information or in terms of social media and thus a content marketing strategy. In addition, there are many other details that are available just for a decision to optimize or restructure in the context of a relaunch.

So it's about more than taking a different perspective, because the details are very comprehensive for customers - and always designed to be able to make a data-based decision afterwards. In this way, targeted optimization becomes possible in the first place.

Another advantage? We currently have a number of analysis products - the expansion of our range to answer even more questions in the future is already on the agenda.

Those who decide to have their own website technically analyzed receive valuable information based on the data of their own site. And thus creates a real basis for decisions and actions.

In a second part, we will look in detail at the analysis options for the data-driven inventory of a website and go into more detail about the advantages. 


If you want to read more in the meantime, feel free to stop by at our 

What Google knows 

We all have a responsibility - be it in our role as private individuals, or in the construct of a company. And that this responsibility is assumed and borne is what the target group of marketers and companies of tomorrow demands.


Why is sustainability actually so important?

"Sustainability is super important," is a statement that has been placed in the media and the public more than once. But why is it so? To fully answer this question, we would need more than one expert for this article to explain from his or her area of expertise why it is important to behave sustainably. We can't cover that here, but we can take a slightly higher-level look at sustainability and look at it from a marketing perspective. The fact is that the resources on our planet, such as oil, clean air and even water, are limited. And it's also a fact that if you don't economize with something that is limited, it will eventually be used up.

From a marketing and corporate perspective, there are other aspects that make sustainability important and can also become a success factor. 

Sustainability from a corporate perspective - 

A second look inward: Sustainable business development and change can create jobs - a study by 

 showed that. This has to be viewed somewhat more holistically and does not relate specifically to one company, but to the entire economy.

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From a marketing point of view, there are additional factors that make sustainability very important and are reasons why sustainability can or should no longer be ignored: 

Sustainability and sustainable action are important for many reasons. Addressing and dealing with them is crucial - because this issue in particular concerns us all. Finally, let's take a look at the definition of sustainability.

What is sustainability actually? To answer that, we looked at various explanations. The 

 (BMZ) defines sustainability in such a way that we have to deal with the available resources in such a way that we can still satisfy all needs today, but above all also tomorrow, and that future generations are not restricted. According to the BMZ, 3 crucial dimensions must be taken into account: economic efficiency, social justice and ecological sustainability - all of which are equally important. 

However, sustainability is about much more than that and there are explanations and definitions that were created as 

 and continue to prove their validity today. 

Sustainability at its core is about managing the resources that are available on our planet - and about managing those resources so that we have enough not only today and tomorrow, but also the day after tomorrow. However, the 1987 perspective also shows that the social, economic and ecological processes are interconnected and should not be viewed in isolation from one another, but rather holistically, as well as their interaction. The bottom line is that everyone - including every private individual - has a responsibility to try to live up to, just as the government and all businesses have a responsibility. Sustainable development is much more than environmental protection - it requires change that addresses all three dimensions together without harming any one.

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Even if it sounds sensible, it is sometimes not so easy to take the first steps as part of a sustainability strategy. 

There are many more tips that companies can also implement quickly and easily. Our most important tip: Get to grips with sustainability and your own responsibility.

Sustainability is an aspect that companies need to address because it is not only required, it also has benefits for companies. It can be seen as a driving force for customer loyalty and employee motivation, but sustainable change can also bring about new products and even create jobs. Tomorrow's world will be a different one, and today will determine who can survive in it in the long term. 

For this article we have informed and researched - here are our sources: 

Looking for articles on marketing, WebDev and design? Or even tips, tricks and tools? Well, that's great, you'll find it in our blog - right 

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

A powerful combination

Projects (All projects)

Stadtwerke Schorndorf

Do you like our projects?

Blog (All posts)

What Google knows - Part 2

What Google knows

Sustainability becomes a success factor for tomorrow