Getting found on Google without writing for Google

We work on three levels that have to work together: technology (loading time, indexability, redirects, structured data), structure (which page is clearly responsible for which topic, how the internal linking works) and content along what your audience actually searches for. If one of these levels is missing, the work on the others has no effect – the best copy does not help on a page that is not indexed.

Rankings are a means, not a goal. What matters more is whether you are visible for the search queries that produce enquiries or purchases. Often a company is only found through its company name, not through the actual service – that is where the lever is. Increasingly it also counts whether your content appears in AI answers, which depends on a clear structure and statements that can be backed up.

Both happen, and we say beforehand which applies in your case. If pages exist but are cut too vaguely, we reorganise structure, titles and internal linking. If a topic has no page that clearly stands for it, no fine-tuning will help – then new content is created. Often several of your own pages also compete for the same search query; in that case they are merged rather than added to.

Technical blockers often take effect within a few weeks, because it lets pages be found and assessed in the first place. Visibility through content on competitive topics usually takes several months. We name the expected horizon beforehand and work in an order that takes the quick effects first. Where publishing frequency is high we automate parts of the work: for Deutsches Handwerksblatt, SEO suggestions are created directly in the CMS.