SEO – three letters, many misunderstandings
Search engine optimisation, or SEO for short, sounds like a discipline for computer science students with too much free time or for hip start-ups with too much caffeine in their blood. But far from it: SEO affects everyone who wants to be found on the internet. From the hairdresser in Frauenfeld to the roofer in Davos.
What does SEO actually mean?
Let's start by explaining the acronym: SEO stands for ‘search engine optimisation’. The aim is to design and maintain a website in such a way that it appears as high as possible in the organic (i.e. unpaid) search results of Google and other search engines.
So far, so simple. But what many people overlook is that SEO is not a one-time magic trick, but a long-term game with clear rules, a lot of fine-tuning and sometimes a little patience. Or, as an experienced web developer once dryly put it:
SEO is not a trick – it's doing your homework for Google. Every day.
Why ‘SEO optimisation’ is redundant (and still searched for) Incidentally, the term ‘SEO optimisation’ is strictly speaking a pleonasm – a linguistic double whammy. Semantically speaking, ‘search engine optimisation optimisation’ makes no sense. And yet this exact combination is searched for thousands of times every month. Why? Because language in real life is not logical, but practical. And this is exactly where good SEO begins: not with the dictionary, but with user behaviour.
SEO marketing – what is it?
Another buzzword that often comes up in the same breath: SEO marketing. Essentially, it means nothing more than integrating SEO measures into a holistic online marketing strategy. In other words, SEO is the silent salesperson in the background who works day and night to ensure that your website is seen – without placing a single advertisement.
No keywords, no customers: why long-tail SEO is crucial
If SEO is the stage, then keywords are the actors. They set the tone and make the audience listen – or not. While many website owners still believe that it is enough to use terms such as ‘shoes’ or ‘roofers’, Google has long since developed a more refined ear.
Not all keywords are created equal
A keyword like ‘shoes’ is extremely general. Millions of websites compete for this search query – from Zalando to Wikipedia to countless online shops. The likelihood of a local shoe shop in Zurich landing on page one with ‘shoes’? Less than finding a parking space in the old town on a Saturday afternoon. That's why we talk about two types of keywords in SEO:
- Shorthead keywords: short, popular, highly competitive (e.g. ‘roofers’, ‘web design’)
- Longtail keywords: specific, search-intensive, less competition (e.g. ‘emergency roofers Winterthur 24h’)
Why long-tail keywords are worth their weight in gold
Focusing on long-tail keywords makes life easier for Google – and makes you more visible. That's because these search queries are more targeted and closer to a sale. Or to put it another way:
‘If you only optimise for “shoes”, you'll get walk-in customers. If you optimise for “comfortable business shoes for men in Lucerne”, you'll get buyers.
Another advantage: long-tail keywords often clearly show the search intention – i.e. the reason why someone is Googling. Does the person want to buy something, find out more or find a supplier?
The power of search intent
Let's take three similar but completely different search queries:
- ‘Hairdresser Zurich prices’ → comparison search
- ‘Hairdresser Zurich emergency Sunday’ → immediate need
- ‘How much does a visit to the hairdresser cost in Switzerland’ → information search
Good SEO recognises these nuances – and delivers appropriate content. But how do you find such terms? Tools such as Ahrefs, SEMrush, Seobility and Ubersuggest (which we will compare in detail later) can help here. They not only show search volumes, but also provide clues as to the intention behind them.
On-page, off-page, technical SEO – what does website optimisation really involve?
When it comes to SEO, many people think of a few cleverly placed keywords in the text and perhaps a snappy page title. But successful website optimisation is much more multidimensional – and comparable to a well-built house. It needs an appealing layout (content), a solid foundation (technology) and good neighbours who talk about you (links).
On-page optimisation: everything that happens on the page
On-page optimisation encompasses all measures that take place directly on your own website. These include:
- clear and well-structured content
- descriptive headings with relevant terms
- optimised images with alt tags
- internal linking (with meaningful anchor text, not ‘click here’)
In short: On-page is what your visitors see directly – and what Google analyses in the source code. One point that is often overlooked is that readability also counts. Write for people, not for machines!
If your website were a house, on-page would be the interior design – whether cosy or uninhabitable, visitors notice it immediately.
Off-page optimisation: your site's reputation on the internet
Offpage SEO takes care of everything that happens outside your website – in particular, so-called backlinks, i.e. links from other sites to yours. Why is this important?
Because Google understands links as a kind of digital recommendation. The more high-quality sites link to you, the more trust your site will get. But be careful: quality beats quantity. A single link from a reputable industry platform such as renovero.ch is worth more than ten dubious blog comments from the Far East.
‘Off-page is like the good reputation of a neighbourhood shop – when everyone says, “You have to go there,” even those who have never seen it will do so.’
Technical SEO: The invisible foundation
What good is the most beautiful website if it looks like a disaster on a mobile phone and takes 12 seconds to load? This is exactly where technical SEO comes into play:
- Load time optimisation (keyword: PageSpeed)
- Mobile optimisation (responsive design is a must)
- Clean URL structures
- HTTPS encryption
- Structured data (Schema.org) for better readability by search engines
This is often where the wheat is separated from the chaff – or the hobby website from the professional presence.
‘Technical SEO is like the structure of a house – you don't notice it when it's right. But when it's wrong, it's dangerous.’
The biggest misconceptions about SEO
(and why they cost you customers)
When it comes to search engine optimisation, half-knowledge is often greater than the internet itself. Some believe that SEO is a one-time magic trick. Others rely on plugins with green lights. And still others think, ‘It doesn't work anyway – I'm still on page five.’ It's time to clear up the most common misconceptions.
Mistake 1:
Optimising once is enough
SEO is not a garden chair that you assemble once and then leave standing for 20 years. It's more like a garden: if you don't tend to it regularly, weeds will grow – and eventually no one will be able to find their way to the front door.
The truth: Google is constantly changing its criteria. New competitors are emerging. Content ages. If you want to remain visible, you have to keep at it.
Mistake 2:
Meta keywords are essential
The good old meta keywords – once important, now more like a dial pad on a smartphone. Google has been ignoring them completely for years. And yet they can still be found in countless CMS settings.
The truth: Relevant content and genuine user experience are what count today. Anyone who still swears by meta keywords is driving a horse and cart on the information superhighway.
Mistake 3:
SEO doesn't work for me
This is a classic, especially for newly optimised websites. SEO does not work immediately. It is a process, not a firework display. Visibility comes with time, trust and consistency.
The truth: If you don't see results after two weeks, don't doubt yourself, just keep going – or check that the measures have been implemented correctly.
Mistake 4:
I'll do it all myself – with a plugin
Plugins such as Yoast, RankMath or All in One SEO (AIO SEO) are useful – there's no question about that. But they are tools, not solutions. A screwdriver doesn't build a house. Anyone who relies solely on plugins for SEO is ignoring content, strategy and user behaviour.
The truth: If you know what you're doing, you can achieve a lot with tools. If you rely solely on tools, you're doing SEO based on hope.
Tools, tips and pitfalls – what SEO tools really do (and what they don't)
When it comes to SEO, there is a great desire for control. Figures, rankings, visibility curves – it's all wonderful. But beware: SEO tools are like navigation devices. They show you where to go. You still have to drive yourself.
The four major tools for beginners and professionals
There are countless tools in the SEO jungle, but four have established themselves in particular – depending on your requirements and budget:
- Ahrefs – the backlink king with depth
- SEMrush – the Swiss Army knife of online marketing
- Seobility – the solid solution for SMEs and beginners
- Ubersuggest – the simple option at an attractive price
And what exactly can they do? Our overview shows you:
| Tool | Pricing | Features | Data accuracy/depth | Ease of use | Comments |
|---|---|---|---|---|---|
| Ahrefs | from £129/month (starter from £29) | Backlinks, keyword research, rank tracking | Very high | Average | Strong on links, but complex |
| SEMrush | From £140/month | SEO, SEA, content, social, competitor analysis | High | Average | Versatile, but overloaded |
| Seobility | From £50/month | On-page, rank tracking, backlink check | Good | High | Simple, German-language |
| Ubersuggest | From £29/month or £290 one-time fee | Keywords, audits, content ideas | Medium | Very high | Budget-friendly, ideal for beginners |
Conclusion – Website optimisation is not rocket science (but it's not a sure-fire success either)
If you've read this far, you know that SEO is more than just sprinkling a few keywords throughout your website text. It's strategy, technology, content – and above all, continuous work.
What you can do today
- Start with a keyword analysis – long tail first!
- Revise the most important pages of your website on-page
- Check that your page loads quickly and looks good on mobile devices
- Set up a free SEO tool (e.g. Seobility)
When it's time to get help
If you find that you're guessing more than you know, it's worth getting an outside perspective. A professional agency can not only use tools, but also strategically align your entire online presence.
"If you can't be found on Google, you simply don't exist for many people.’
SEO is not a sprint – it's a marathon
Results don't come overnight. But they do come – and they stay. Those who start early have a head start in the long run. As one of our customers once said:
‘Since we've been doing SEO properly, we no longer have to go door to door – people find us.’
Frequently asked questions about search engine optimisation (FAQ)
1. What does SEO actually mean? SEO stands for ‘search engine optimisation’. The aim is to optimise your website so that it is easier to find on Google and other search engines – free of charge and with lasting results.
2. How long does it take to see results from SEO? Depending on the industry, competition and starting level, the first noticeable effects often appear after 3-6 months. SEO is a marathon, not a sprint.
3. How much does good search engine optimisation cost? SEO can cost between CHF 750 and CHF 3,000 per month, depending on the scope and objectives. At first glance, doing it yourself seems cheaper, but it ties up internal resources. And it is often questionable whether your own hourly rate is worth it. Without a clear strategy, SEO can quickly become a time-consuming construction site.
4. Does every website really need SEO? If you want to be found via Google: yes. Even simple service provider websites benefit from basic SEO.
5. Which SEO tools are suitable for beginners? Seobility and Ubersuggest offer a good starting point. If you want to dive deeper, you can work with Ahrefs or SEMrush later on.
6. What is the difference between on-page and off-page SEO? On-page = everything on your website (text, titles, technology). Off-page = everything outside your website (backlinks, mentions, social signals).
7. How do I find out what my customers are really looking for on Google? With keyword tools such as Ubersuggest or Ahrefs – there you can see search volume, related terms and search intent.
8. Which is better: SEO or Google Ads? Both have their merits. SEO has a long-term, sustainable effect, while Google Ads delivers immediate traffic – for a fee.
9. Can you do SEO yourself? Yes – with time, patience and some technical knowledge. But be careful: without a strategy, a lot of effort will go to waste.
10. What are typical SEO mistakes made by small businesses? Keywords that are too generic, no mobile design, lack of load time optimisation – and above all: doing SEO once and then never touching it again.
More visibility. More enquiries. No coincidence.
SEO with infiniWEB means targeted visibility for exactly the customers you want. No gimmicks – just a system that works reliably.
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