Dennis Hüttner

Some projects have too many voices. Not malice — no clarity on who decides. An idea loops through management, marketing, IT and back. Weeks later: a compromise nobody recognizes. Ask first: who decides, who advises, who's informed. Speed is structure, not tools.

A craftsman's site ranks well and gets buyers with real intent. His problem: nobody pays the price. Five-figure jobs. Online you get half for a third. Visitors compare, then bail. Visibility brings them to the door. Brand decides if they pay. No SEO fixes that.

A website migration isn't a tech project. It's a chain of handovers. Export DB, sync files, switch DNS — that's calculable. What eats weeks: who holds the old access, who owns the new contract, who triggers SSL. Plan the handovers and testing first. Then move.

Sometimes the right answer is: I can't deliver this cleanly yet. Asked for a billable analysis. I checked the tracking first: pages unmeasured, a key event misconfigured. Check the data, then conclude. The reverse sells better short-term but collapses later.

"I can't get into the backend anymore." Rarely a forgotten password. A bot hammered a WordPress login for hours. A known plugin vulnerability wasn't patched in time. It got in — the security plugin then locked every admin out.

Sent a client's IT director a technical instruction. Three lines: one TXT record, exact value, hostname, ready to paste. Two hours later: "Done." Verified clean. Long email threads are usually unclear tasks. Tech tickets aren't a tone problem — they're a prep problem.

The honest SEO question isn't "who's your audience." It's: who are your real competitors? Not the big names everyone lists. Check what they rank for — usually different terms, different buyers. A strategy with no realistic competitor list is an essay with no prompt.

As of June 2026, bots make up 57.5% of all web traffic. Humans: 42.5%. Machines now outnumber people online — mostly AI agents. Unfiltered analytics measure mostly bots. Turn on bot filters, track AI crawlers separately, move to micro-conversions.

AI Overviews now hit ~1 in 5 German searches. The cost: 265 million fewer clicks per month in Germany. Hardest hit: informational content. Product & service pages still draw clicks. Shift weight to transactional pages AI can't summarize away.