Search engine optimisation (SEO)
Search engine optimisation (SEO) covers all measures that help a website rank better in the unpaid results of search engines such as Google.
SEO rests on three pillars: technology (loading time, indexing, clean page structure), content (pages that answer searchers’ questions better than others) and external trust (links, mentions, reviews).
For local businesses, local SEO comes on top: the Google Business Profile, consistent company data and content with a regional focus decide who ranks first for searches like “web design Ingolstadt”.
SEO does not work overnight: technical improvements often take effect within a few weeks, content and authority build up over months.
What to look out for
- Create a dedicated page for each service with a clear title, fitting heading and in-depth content.
- Check loading speed and mobile display — for example with PageSpeed Insights and Google Search Console.
- Submit the sitemap in Search Console and check indexing errors regularly.
- Add internal links: connect related pages so Google understands relationships.
- During a relaunch, redirect all old URLs to the matching new pages.
Common mistakes
- A single page is supposed to rank for every search term — “Services” with five bullet points.
- Relaunch without redirects: old rankings and links are lost.
- Several near-identical pages for similar terms that compete with each other.
Frequently asked questions
Both have their place: ads deliver instant visibility as long as you pay. SEO builds visibility over months that remains without click costs. Many businesses start with both and reduce ads once organic rankings carry.
No. Reputable agencies do not guarantee rankings because Google determines and constantly adjusts the order itself. Only the measures can be guaranteed.