The starting point
MSKA Immobilien is rooted in Herisau and knows the market in Appenzell Ausserrhoden better than any national platform. Online, none of that was visible. Anyone searching for the price per square metre of building land in the region got property portals, big banks and national estate agents. The local knowledge was there, it just wasn't written down anywhere.
What we did
Instead of general property topics, we targeted exactly the questions property owners in the region actually type in. Technical terms like bidding procedures, specific place names, real price ranges drawn from MSKA's market knowledge.
Each post answers a single question fully, rather than ten questions half way. That's exactly what Google and AI systems prefer.
- Launch. First post online, topic plan built around local technical terms.
- The first posts reach page 1. The bidding procedure topic takes off first.
- Three number 1 rankings achieved at the same time, documented by screenshot.
- More posts added on an ongoing basis. Google's AI overview cites MSKA as a source.
The result
Three search terms, three number 1 rankings. For searches on bidding procedures in property sales in eastern Switzerland, MSKA ranks above Goldinger, Raiffeisen Immo and Engel & Völkers.
For searches on building land prices in Appenzell Ausserrhoden, the MSKA post isn't just the first organic result. Google's AI overview takes the price range straight from it.
This is the point where visibility shifts: when it's no longer just Google pointing to you, but AI giving your figures as the answer.
Why this worked
A large provider can't write anything specific about building land in Herisau, because it doesn't know the market. MSKA does. This gap can be claimed, and permanently so, because no amount of budget can close it.
Screenshots of the Google search from 15 August 2026, unedited. Red highlights added afterwards for orientation. Post count live from the editorial system.