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SEO Strategy.
An SEO strategy sets out with which topics, pages and measures a website is to become visible in search engines and AI answers, for which target group and in which order. It connects business goals with measurable search demand and also deliberately decides which topics will not be tackled.
SEO Strategy — Explained in Detail
An SEO strategy does not start with keywords but with the question of which enquiries a company actually wants. A fiduciary firm that is mainly looking for SME mandates needs different pages from one that helps private individuals with their tax return. Only once it is clear which services are to be sold where and to whom can you check what these customers search for and how much demand there is.
The second step is keyword research with an honest assessment of the data. Search volumes from tools are estimates and are sometimes considerably higher than the actual values. A strategy built on inflated figures promises visitors who never come. Cross-checks therefore belong in it, for example with the Google Keyword Planner or your own Search Console data, where available.
The site architecture emerges from the data: which page takes on which keyword (the so-called keyword role), which topics are bundled in a content cluster, which page is the pillar page, and which topics are deliberately not tackled because demand is too small or competition too strong? Not building a page is often the right decision.
Finally, measurement is part of the strategy. Rankings alone are a weak yardstick because they fluctuate and depend on location. More meaningful are clicks and impressions in Search Console, enquiries and calls, visibility in the local pack and, increasingly, presence in AI answers. A strategy without defined metrics cannot be evaluated after six months.
Building blocks of an SEO strategy
Goal and target group: which enquiries count, from which region, for which service? Current state: where does the website stand today, what does it rank for, which pages bring visitors? Competition: who ranks for the important terms, with which pages? Demand: which search terms carry weight, after discounting tool values? Architecture: which page takes on which keyword? Priorities: what will be implemented in the first three months? Measurement: which figures will be compared every month?
A good strategy fits on a few pages. If it needs a hundred pages, it is usually a data collection but not yet a decision.
Example: a cleaning company with three lines of business
A cleaning company offers office cleaning, end-of-tenancy cleaning with a handover guarantee and window cleaning. The research shows that in the region, end-of-tenancy cleaning is searched for considerably more often than office cleaning, and the enquiries are ready to buy. Office cleaning, on the other hand, brings larger, recurring contracts. The strategy therefore prioritises a strong page for end-of-tenancy cleaning with a price range and process, builds a page for office cleaning in parallel with a focus on trust and references, and for the time being does without a separate page for window cleaning, which is covered on the end-of-tenancy page.
The metrics are enquiries per service, clicks per page and presence in the local pack for the three main terms. We develop such a strategy in SEO consulting in Zurich and implement it in ongoing SEO management.
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Keyword ResearchFrequently Asked Questions About SEO Strategy
First movements in impressions and positions are often visible after two to four months, before enquiries follow. In highly competitive fields it takes longer. Anyone who promises results after a few weeks cannot back that up in a sound way.
Yes, precisely because budget and time are tight. The strategy prevents money from flowing into pages nobody searches for and focuses the work on the topics that bring enquiries.
Increasingly, yes. The fundamentals overlap strongly: clear pages, unambiguous information, structured data. In addition there is the question of which questions in AI assistants the company should be named for, and how that is measured.
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