1. Register your website with Google Search Console
Google Search Console is a free service provided by Google that allows you to submit your website and sitemap to Google for indexing. Whether you use Shopify, Wix, or Squarespace, adding your website to this service is the starting point for good SEO.
By submitting your sitemap to Google Search Console Swisss, you are telling the search giant that your Swiss website exists, which - as you might expect - is absolutely crucial for it to show up in search results. But that's not all you can do with Search Console - you can also use the tool to:
Check who is linking to your website (here, the more quality links pointing to your website, the higher it will appear in search results).
Find out if Google might be having trouble indexing your site (due to technical issues).
Tell Google if there are different versions of your websites (for different countries, except for Switzerland in different languages, etc.)
show the search queries that bring the most traffic to your website
Asking Google to re-index an updated piece of content (so the new version can show up in search results faster)
The Search Console help pages are a good starting point for understanding how the tool can help you maximize your website's Google Search Engine Optimization in search results.
2. Register your website with Google Business
Registering with Google Business should be one of your first priorities right from the start.
Creating a Swiss Google Business profile for your business can give your business a quick SEO win by helping it appear in relevant geographic search results - in fact, this can actually happen within just a few weeks of setting up your profile .
When you register your website with Google Business, Google sends a postcard with a pin to your business address - this allows you to "verify" your business.
This verification lets Google know that your business actually operates in the location you've specified - it's then more likely to be highlighted in search results and on Google Maps when people in the area where you operate search for a looking for companies like yours.
However, keep in mind that you can only use Google Business if your business has a physical location that customers can visit or if your employees visit customers near their location.
In short, Google Business is a hugely important part of local SEO — and if your business relies on attracting customers in your own region, signing up with the service is absolutely essential.
Once you've set up your Google Business profile, encourage satisfied, and often local, customers to rate your business on Google - a healthy number of stars next to your business name can increase click-through-rate, which many SEO experts believe has a positive effect can search results.
3. Make your website load as fast as possible, especially on mobile
Google has been using website speed as a ranking signal since 2010 - so it's important to ensure your website loads as quickly as possible.
This means that you:
keep the use of scripts to a minimum and only use images when they add value to your content.
make sure your image files are as small as possible - use image compression tools like Tiny Png to compress them with minimal loss of image quality, or ideally use new fast-loading image formats like WebP
use fast hosting
Note: Depending on your technical setup - and especially with the introduction of Google's new SEO Core Web Vitals requirements for site performance - you may need to enlist the help of a developer to resolve some of these performance issues.
The importance of loading speed for mobile devices
It's especially important to ensure that your website is blazing fast on a mobile phone and that the user experience for people viewing it on smartphones is as good as possible.
Studies show that 29% of smartphone users will immediately switch to another website if they are not satisfied with the performance of your website. Accordingly, Google attaches great importance to rewarding fast-loading pages on mobile devices with higher positions in the search.
Another thing to keep in mind is that Google prefers mobile sites that are uncluttered, meaning ones that don't contain intrusive pop-ups or "interstitials."
Not only can these slow down your website loading on a mobile device, but they can also lead to a poor mobile user experience – something that the Google algorithm usually penalizes.
4. Identify the right keywords - add headings, page titles, meta descriptions and URLs
It's really important to identify the best keywords and key phrases you want to rank for in search results - for your website and make sure they're added in the right way.
Identify the right keywords
To find out what are the best keywords for your website, you need to do some keyword research.
To do this, three important pieces of information must be found out:
The keywords users use to search for products or services like yours
The search volume for each of them
How difficult it will be to rank for each keyword (this is based on how many existing authoritative websites or pages already rank well in search results for those keywords).
Once you have these three pieces of information, you can usually identify the phrase(s) you want to optimize your content for. This is because you have enough data to find an SEO sweet spot — keywords that are popular enough to generate a relatively large amount of traffic, but without being so popular that many other websites are already using the search results for them to dominate.
To get this data, you need to use a dedicated keyword research tool like Semrush or Ahrefs; These allow you to input keywords and provide you with all of the above stats for each one.
Add keywords to your site
Once you've identified the most appropriate keywords, you need to make sure they're added to the right places on your website.
You should add them in the following places:
Page title - the text that appears in search results as a clickable heading for a specific result
Meta Descriptions - a page description that is displayed in search results as the main summary of the content
Headings - the "signpost" headings (H1, H2, H3, etc.) that guide the reader through an article
Page Content – the main copy of your page
Your URLs - the address of the page, e.g. e.g. www.yoursite.com/page-name
However, avoid “spamming” by stuffing all of the above with too many keywords because this can…
Lower your chances of appearing high in search results (Google's algorithms are very good at detecting spam)
appear off-putting or "cheap-looking" to users of your site who come across it when they search.
When it comes to URLs, Google recommends using "clean" URLs with a simple structure. Clean URLs are short, simple, and understandable - for example, if you're selling blue cars, it would be wise to use a URL from
Use short, understandable URLs that contain your focus keywords.
If necessary, break up your URLs with punctuation to make keywords clearer to both Google and users (e.g. www.yoursite.com/green-shoes is better than www.yoursite.com/greenshoes).
Use hyphens instead of underscores to denote spaces (i.e. www.yoursite.com/green-shoes over www.yoursite.com/green_shoes).
Clean URLs make it easier for users to find relevant pages in search results, but they also help in other ways: if someone links to your site from their site, but only copies the URL, the keywords in the URL become the anchor text ( the clickable text).
And since Google pays attention to which words are in the anchor text when categorizing and indexing content, relevant words can help you rank better.
5. Build backlinks to your website
Even if you have fantastically well-constructed page titles, meta descriptions, and URLs, they usually won't radically improve your site's ranking unless you also have "backlinks" pointing to them.
Backlinks are links from other websites to your website, and Google counts them simply as "votes" for your content.
There are two main ways to generate backlinks:
..through public relations by asking other website/blog owners to post links to your content on their websites
…by creating high-quality, keyword-rich blog posts that are extremely relevant to your business niche – if they are REALLY helpful or interesting articles, they are more likely to attract a relevant audience, a portion of which will create backlinks to them.
However, avoid using companies that promise to build thousands of low-quality backlinks for you - Google can and will penalize your site if it thinks spam activity is taking place regarding this.
And remember that links from higher quality sites count more than those from lower quality ones – meaning if you get a link to your site from The New York Times, it will have a bigger impact on your site's ranking than one from an obscure blog.
6. Follow Google SEO Advice
Google is actually quite helpful in advising you on how to improve your website's performance in search results - in fact, the company offers a free guide to optimizing your website for Google Search.
Read it thoroughly and make sure you follow all of their advice. The guide can be found here and covers the essentials of SEO – how to use headers, metadata and keyword-rich content properly.
The Google Search Central YouTube channel also has useful video content for anyone looking to improve their presence in search results. To make sure you don't miss out on the latest SEO tips from Google, it's a good idea to subscribe to the Google Search Liaison Twitter feed.
More ways to improve your search engine optimization
I hope the tips above helped you understand how to make your website more visible in Google search results!
However, there are MANY other steps you can and should take to improve your search rankings - if you're interested in learning more about it and further improving your site's performance in Google then get in touch with us and we will help you to set up a perfect tailor-made regional SEO optimization for your Swiss company.