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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Clean Up Forgotten PDFs
- Find and remove or consolidate forgotten files like PDFs that create duplicate or irrelevant content.
- Use crawlers to locate such files and decide whether to delete, update, or move content to HTML.
Scan Site With Crawlers
- Use crawlers (Screaming Frog, Ahrefs, Luma) to find outdated or hidden content by file type.
- Filter by .pdf or other extensions to rapidly locate forgotten assets on your site.
Preserve Necessary Documents
- Some PDFs must remain for legal or technical reasons and can't be freely changed.
- Treat these files case-by-case and combine manual checks with cannibalization tools.