SEO in 2026 One Thing Remains Constant in SEO - with Martina Kölsch
Dec 10, 2025
Martina Kölsch, Senior SEO manager at Tome Hardware Store, shares her extensive experience in e-commerce SEO. She emphasizes the enduring importance of solid foundations like keyword strategy, site structure, and quality content despite evolving trends. Martina warns against common pitfalls, such as overlooked PDFs and duplicate content, while recommending tools like Screaming Frog for audits. She advises on assessing new trends with practicality, stressing the need to prioritize SEO essentials for long-term success.
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Do Fundamentals First
- Start with obvious and basic SEO tasks before chasing trends.
- Prioritise foundational work when workloads are large to maximise impact.
Core SEO Principles Persist
- SEO keeps evolving but core principles remain constant since 2011's Panda update.
- A solid foundation, clear structure and excellent content still drive long-term success.
Use Keyword Mapping First
- Build a keyword strategy, map content and audit competitors before executing changes.
- Use existing content audits and keyword mappings as a starting point to plan improvements.