SEO (search engine optimisation) is the work of getting a website to appear high up on Google and other search engines for relevant search queries, without paying for the placement. It covers technology, content and linking. The goal is visitors who are searching for exactly what the business offers.
What SEO means
SEO stands for "Search Engine Optimization". It refers to all the measures used to help a website get found more easily in a search engine's unpaid results. These results are called organic, because nobody pays for the placement.
SEO consists of three areas:
- Technology: the website must be readable for Google. This includes fast loading times, a clean structure, an XML sitemap and pages that work well on a smartphone.
- Content: each page answers a question that people actually type in. This requires the right search terms, clear headings and text that genuinely helps.
- Linking: links from other websites and links within your own website show Google which pages matter and what they're about.
If you'd like to go deeper, you'll find the full introduction under What Is SEO?
Ein Beispiel aus dem KMU-Alltag
A joinery business in Frauenfeld builds fitted wardrobes. Its website currently just says "We make custom furniture". Nobody searches for that sentence. People search for "custom fitted wardrobe Thurgau" or "How much does a fitted wardrobe cost?".
The joinery business creates a page about fitted wardrobes, lists price ranges, shows photos from completed projects and answers the most common questions. The homepage links to this page, and so does a post on the blog. After a few weeks, the page starts appearing in searches from the region, and enquiries come from people who already know what they want.
Warum das für Ihr Unternehmen zählt
For many customers, search engines are the first step before making an enquiry. If you don't appear there, you'll be compared to the competitor who does. SEO makes sure your business is visible at that moment.
Unlike adverts, the effect lasts. A well-made page brings visitors over months without paying per click. The effort shifts from the advertising budget into the work on content. For the first steps without an agency, the overview SEO for SMEs can help.
Häufige Missverständnisse
SEO and SEA are the same thing. SEA (Search Engine Advertising) refers to paid adverts, such as Google Ads. The advert disappears as soon as the budget runs out. SEO affects the organic results below it and doesn't stop when you stop paying.
SEO is a one-off project. Search engines continually re-evaluate websites. Content that isn't maintained loses visibility over time.
SEO means tricking Google. In its starter guide, Google describes what it rewards: content for people, not for machines. Tricks work briefly and cause damage in the long run.
Frequently asked questions
How long does it take for SEO to work?
This depends on the state of the website and on the competition. A new page first needs to be found and indexed, after which Google evaluates it over weeks based on signals such as clicks and linking. Experience shows the first movement after six to eight weeks, with a meaningful number of enquiries usually coming later.
Can I do SEO myself without an agency?
The basics, yes: page titles, clean headings, text addressing real questions from your customers, and a well-maintained Google Business Profile. Technical matters such as loading time or redirects may need support depending on the website. Consistency matters more than perfection.
What's the difference between SEO and AEO?
SEO aims at a search engine's results list. AEO (Answer Engine Optimization) aims at getting AI systems like ChatGPT or Google's AI overview to use your content as a source. The work overlaps heavily: what's readable and helpful for Google also stands a better chance with AI answers.