Relevance, strategy, and a good feel for target audiences. Why SEO is not a project, but a process – and what you should definitely keep in mind.

Many think of technical details first when it comes to search engine optimization: Meta descriptions, load times, keyword density. All important – but SEO is much more than that nowadays. To be visible today, you need one thing above all: relevance. And that is not created through checklists, but through strategy, persistence, and an understanding of target audiences.

SEO is not a sprint but a marathon. Visibility in search engines – whether Google, YouTube or TikTok – cannot be built overnight. It's about working consistently on your digital presence, creating content that truly adds value, and keeping an eye on what changes in users' search behavior.

1. You don't have to be perfect – just better than your (online) competition. It's not about doing everything right but working smarter and more targeted than others in your market environment. If you find yourself in a niche where the strongest competitors barely build backlinks, publish little content, and aren't well technically positioned, often just a few targeted measures are sufficient. It's entirely different in fiercely competitive industries – here SEO quickly becomes a discipline for professionals. Competitors invest large budgets, work data-driven, continuously optimize, and rely on sophisticated content and link-building strategies. To keep up here – let alone get ahead – you need to invest significantly more, think strategically, and execute consistently.

Thus, the rule is: success in SEO depends on the competition. And the competition sets the bar.

2. SEO is not a self-runner. If no one searches for your product or service, SEO can come to nothing. Then it's crucial to first create attention, build reach, and evoke a need – through creative communication, branding, and perhaps even paid campaigns. Only when the demand noticeably increases and a relevant search behavior develops does SEO become an effective and sustainable channel.

In short: SEO is strong – but not always the first step.

3. Content beats technology – but technology remains the foundation. The best text is worth little if the page loads slowly, doesn’t work on mobile, and is poorly structured. Conversely, even the most technically perfect web presence is useless without relevant, credible content.

The platform is no longer alone on the playing field. TikTok, Pinterest, or YouTube are increasingly used as search engines – especially by younger target audiences. Each of these platforms has its own algorithms, formats, and its own language. Those who want reach need to consider this.

AI tools like ChatGPT are changing user search behavior – users converse with the chatbot and gather information based on a question/answer mindset. This makes AI contribute to making SEO claims even more complex and holistic in the future. The SEO world is already experimenting with various approaches – we remain curious about the developments.

Acting now means being visible in 2025 – in a search world that shows fewer links and more answers.

SEO is not a rigid set of rules but a dynamic process. It's about continuous learning, smart experimentation – and asking the right questions: What are my customers really searching for? What content helps them? Where do we want to be visible? And how does artificial intelligence change SEO in the long term?

We support you in answering these questions – and in turning visibility into genuine relevance. Let’s talk.