Why many service provider websites in Switzerland cannot be found on Google
Whether it's a painting company in Lucerne, a hairdressing salon in Winterthur or a trust office in St. Gallen – for many SMEs in Switzerland, their own website is their digital calling card. But if it's buried somewhere on page three of Google, it's about as useful as a shop without a sign.
Yet SEO optimisation – i.e. the targeted improvement of your visibility in search engines – is not rocket science. However, many service providers and craft businesses fall into the same typical traps. In this article, we show you what these are – and how you can easily avoid them.
Mistake 1: The home page as a virtual toolbox
‘We offer everything for everyone – throughout Switzerland.’ Many homepages look like this or similar. The homepage lists all kinds of services – from fiduciary services to cleaning to web design – but hardly any specific terms that someone would actually enter into Google. Instead of ‘accountant Zurich,’ you see ‘tailor-made services for your finances.’ But nobody searches for that.
Why this is problematic:
Google loves clarity. An overloaded homepage does not look competent or focused. And potential customers will struggle to find their way around.
How to do it better:
- Set priorities: The homepage is your digital business card, not a table of contents.
- One page per topic: Create a separate, clearly structured subpage for each service.
- Example: Instead of ‘Cleaning company in Zurich’, try ‘Professional apartment cleaning in Zurich – fast & thorough’.
If you try to cover everything with one keyword, you'll end up reaching no one.
2. Mistake: Local visibility is underestimated
You offer your services in the region – but your website doesn't mention this? Then your chances of being found locally are slim.
What is often missing:
- Clear location information
- Google business profile
- Local business directories or portals
How to become visible in your region:
- Maintain your Google business profile with opening hours, photos and reviews
- Create location pages for different catchment areas
- List your company on platforms such as local.ch, renovero or search.ch
A service provider website without local optimisation is like a shop without a sign.
3. Mistake: Technology is lagging behind
A slow website is like a craftsman who spends all his time looking for tools – unprofessional and time-consuming.
Typical technical problems:
- Long loading times
- Not optimised for mobile devices
- No SSL certificate
What helps:
- Reduce image size (under 200 KB)
- Use mobile-optimised design
- Choose a hosting provider with good performance
- Use tools such as PageSpeed Insights or GTmetrix
If a website loads slowly, the next click to the competition is not far away.
4. Mistake: Content with no added value – or stolen
SEO thrives on good content. Nevertheless, many websites feature text modules that are interchangeable or have been copied from competitors.
This does not work:
- General statements without substance
- Duplicate content
- Outdated information
Here's how to do it better:
- Write the way you talk to customers
- Show what makes you special – with real examples
- Answer questions that people are actually looking for (e.g. ‘How much does roof cleaning cost in Bern?’)
5. Mistake: Off-page optimisation is ignored
Your website is tip-top, but no one links to it? Then you're missing valuable recommendations in the digital space – also known as backlinks.
Why this matters:
Google interprets links as a sign of trust. The higher quality the source, the better for your ranking.
How to get good links:
- Industry directories with real value
- Recommendations from partner companies
- Mentions in local media or blogs
- Sponsorship of events with links
A high-quality backlink is like a recommendation in real life – it builds trust.
Conclusion: Website optimisation is an ongoing process
SEO is not a one-off effort, but a long-term project. If you want to remain visible in the long term, you have to keep at it.
Your SEO checklist:
- Is your home page clear and focused?
- Can you be found locally?
- Does your page load quickly – even on mobile devices?
- Does your content offer real added value?
- Are there links from trustworthy sites?
If you're unsure, remember that every SEO mistake can be fixed. The important thing is to know where to start.
Dominate instead of hope – with an SEO strategy that worksDominate instead of hope
Your website won't just be found – it will be chosen. While others are still struggling, you will gain trust, enquiries and market share. Start now and secure your position as a digital pioneer.
Your website won't just be found – it will be chosen. While others are still struggling, you will gain trust, enquiries and market share. Start now and secure your position as a digital pioneer.
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