Owning a website does not mean that potential customers will actually find it. Especially for small and medium-sized enterprises, this makes a crucial difference: even the most attractive website is of little use if Google and other search engines barely know it or do not display it for relevant search queries.<\/p>\n\n\n\n
Being visible online means appearing wherever potential customers are searching for a company, a service, or a solution.<\/strong> This includes classic Google Search, local search results, and Google Maps, as well as Bing and increasingly AI-powered search systems.<\/p>\n\n\n\n The good news: For the most important basics, an SME neither needs a huge advertising budget nor complicated special software. Google and Microsoft provide free tools that companies can use to register their website, monitor its visibility, and manage their business information.<\/p>\n\n\n\n In this guide, we show in detail how you Google Search Console, Google Business Profile, Bing Webmaster Tools and Bing Places<\/strong> you set up and sensibly combine with each other.<\/p>\n\n\n\n Imagine a potential customer searching for \u00abweb designer Chur\u00bb, \u00abfiduciary Graub\u00fcnden\u00bb, \u00abrestaurant near me\u00bb or \u00abelectrician Davos\u00bb.<\/p>\n\n\n\n Google is now trying to figure out which companies and websites are relevant to this query. Different types of results may appear in the process.<\/p>\n\n\n\n These can be traditional organic search results, local business listings, results from Google Maps, images, videos, or other special search features.<\/p>\n\n\n\n Therefore, a good online presence does more than just ensure a website is technically accessible. Search engines must understand, who is behind the website, what services are offered, where the company operates, and for which search queries the content is relevant.<\/strong><\/p>\n\n\n\n Many SMEs don't need millions of visitors from all over the world. They need the right visitors.<\/p>\n\n\n\n A painting business in Graub\u00fcnden benefits very little if its website is displayed a thousand times internationally for some general term. People from its region who are currently looking for a painter are much more interesting.<\/p>\n\n\n\n The same applies to restaurants, craft businesses, consulting firms, doctors, hotels, trustees, real estate companies, and numerous other local or regional providers.<\/p>\n\n\n\n Therefore, SMEs should distinguish between two areas: the Website visibility<\/strong> and the Visibility of the company as a local provider<\/strong>.<\/p>\n\n\n\n Google Search Console and Bing Webmaster Tools are particularly important for the website. For the local business presence, Google Business Profile and Bing Places are added.<\/p>\n\n\n\n The Google Search Console<\/strong> is one of the most important free tools for website operators.<\/p>\n\n\n\n Among other things, it shows which search queries cause a website to appear on Google, how often individual pages are displayed, how many users click on them, and the average positions at which the website appears.<\/p>\n\n\n\n At the same time, Search Console provides technical information. You can check whether Google knows a specific URL, whether pages are being indexed, and whether Google has detected any problems with crawling or specific technical features of the website.<\/p>\n\n\n\n The Search Console is therefore not a classic statistic of all website visitors. Rather, it shows, what happens between your website and Google Search.<\/strong><\/p>\n\n\n\n Open the Google Search Console<\/a> and sign in with your Google account.<\/p>\n\n\n\n Google will then ask you to Property<\/strong> to add. A property refers to the website or website section whose data you want to manage.<\/p>\n\n\n\n Google basically offers a domain property and a URL-prefix property.<\/p>\n\n\n\n For a normal corporate website, the Domain property in most cases the more sensible option<\/strong>.<\/p>\n\n\n\n For example, if your website is at https:\/\/www.beispiel.ch<\/strong> reachable, for a domain property you simply enter:<\/p>\n\n\n\n one.<\/p>\n\n\n\n No The advantage is that a domain property consolidates all variants of the domain. This includes HTTP and HTTPS as well as subdomains.<\/p>\n\n\n\n A URL-prefix property, on the other hand, only tracks URLs that begin exactly with the specified prefix. It can be useful if you intentionally want to monitor only a specific section of a website.<\/p>\n\n\n\n To prevent anyone from managing arbitrary websites in their Search Console, Google requires proof that you actually own the domain.<\/p>\n\n\n\n For a domain property, this verification is done via DNS.<\/p>\n\n\n\n Google will show you a DNS record for this, usually a TXT record. This contains an individual verification code.<\/p>\n\n\n\n You then open the DNS management of your domain and create the TXT record specified by Google.<\/p>\n\n\n\n Important: Use the exact value displayed by Google.<\/strong> The verification code is individual and must not be changed.<\/p>\n\n\n\n After the DNS record has been saved, you switch back to the Search Console and start the verification.<\/p>\n\n\n\n DNS changes can take some time depending on the provider and DNS configuration. Therefore, if Google does not find the entry immediately after saving, it does not automatically mean that something has been configured incorrectly.<\/p>\n\n\n\n After successful verification, you should let Google know where your website's XML sitemap is located.<\/p>\n\n\n\n Simply put, a sitemap is a machine-readable overview of a website's relevant URLs. It helps search engines discover pages and recognize changes to the website.<\/p>\n\n\n\n In WordPress, a sitemap is often created by WordPress itself or by an SEO plugin.<\/p>\n\n\n\n Open the section in Search Console Sitemaps<\/strong> and enter the URL of your sitemap or sitemap index there.<\/p>\n\n\n\n Depending on the solution used, it might look something like this:<\/p>\n\n\n\n or:<\/p>\n\n\n\n Which address is correct depends on your website and the SEO system you're using.<\/p>\n\n\n\n The sitemap is not a guarantee that Google will index every URL it contains. However, it makes it easier for Google to find the desired pages.<\/p>\n\n\n\n A particularly helpful feature of Search Console is the URL Validation<\/strong>.<\/p>\n\n\n\n Enter the full URL of a page there. Google will then show, among other things, whether the URL is recognized and whether it can be indexed or is already included in the Google Index.<\/p>\n\n\n\n This is useful, for example, after the publication of an important new service page or a new article.<\/p>\n\n\n\n If a new page has not yet been indexed, you can request indexing using the URL check. However, this does not mean that the page will be added to the index immediately or that it is guaranteed to be included.<\/p>\n\n\n\n After some time, data on the actual visibility of your website will appear in the performance report.<\/p>\n\n\n\n A click means that someone visited your website from a Google search result.<\/p>\n\n\n\n Put simply, an impression means that a result from your website was displayed in a Google search.<\/p>\n\n\n\n That's why first impressions are important even before many visitors click on a website. They show, which topics Google even considers your website for.<\/strong><\/p>\n\n\n\n CTR stands for Click-Through-Rate. It describes the ratio between impressions and clicks.<\/p>\n\n\n\n For example, if a search result appeared frequently but was rarely clicked on, this could indicate that the page title or description isn't compelling enough. However, it could also be because the ranking is still too low or the search intent isn't being met optimally.<\/p>\n\n\n\n The average position shows approximately where one of your website's results appeared in the recorded search queries.<\/p>\n\n\n\n This figure should not be viewed in isolation. Rankings may vary depending on the search query, location, device, and other factors.<\/p>\n\n\n\n One of the most exciting areas of the Search Console is the list of Search queries<\/strong>.<\/p>\n\n\n\n There you can see which terms Google already associates with your website.<\/p>\n\n\n\n Especially smaller companies can learn a lot from this. Perhaps you will notice that Google is already showing a service page at position 20 or 30 for an interesting search query. In that case, there is often significantly more potential in improving this existing page than in randomly publishing a new blog post.<\/p>\n\n\n\n Search Console can therefore become an important tool for the long-term content and SEO strategy.<\/p>\n\n\n\n While Search Console is mainly concerned with the website, it takes care of Google Business Profile<\/strong> to improve your business's visibility in Google Search and on Google Maps.<\/p>\n\n\n\n This entry is especially important for locally operating SMEs.<\/p>\n\n\n\n A well-maintained business profile can include, for example, company name, category, phone number, website, opening hours, location or service area, images, and reviews.<\/p>\n\n\n\n Open Google Business Profile<\/a> and sign in with the Google Account you want to use to manage the business in the future.<\/p>\n\n\n\n First, search for your company.<\/p>\n\n\n\n This is important because an entry may already exist. In this case, you should not create a second entry for the same company, but rather claim the existing company profile.<\/p>\n\n\n\n If an entry does not exist yet, you can add the company as new.<\/p>\n\n\n\n Use the actual company name.<\/p>\n\n\n\n Don't try to artificially include additional search terms in the name. A company called \u00abMuster GmbH\u00bb shouldn't suddenly become \u00abMuster GmbH \u2013 Best Web Agency, Web Design, Chur, Graub\u00fcnden.\u00bb.<\/p>\n\n\n\n The business listing should accurately represent the actual business.<\/p>\n\n\n\n The business category helps Google understand what kind of business you run.<\/p>\n\n\n\n Therefore, choose the category that describes your core business as precisely as possible.<\/p>\n\n\n\n Additional matching categories can be added, but they should reflect business areas actually offered.<\/p>\n\n\n\n Businesses with a location that customers can actually visit can add their business address.<\/p>\n\n\n\n Companies that primarily visit customers on-site can use a service area instead or in addition.<\/p>\n\n\n\n The reality should also be reflected here. A virtual address with the sole purpose of ranking better in another city is not a sensible foundation for sustainable local visibility.<\/p>\n\n\n\n Save the correct phone number and link directly to your company website.<\/p>\n\n\n\n The opening hours should also be completely maintained. Keep holidays and special opening hours in mind. Incorrect information is not only bad for Google, but above all frustrating for customers.<\/p>\n\n\n\n Google requires business verification. Which verification methods are offered can vary depending on the business and situation.<\/p>\n\n\n\n Therefore, follow the methods that Google specifically offers for your business during setup.<\/p>\n\n\n\n After successful verification, you can manage the profile and update information.<\/p>\n\n\n\n A company profile should not be forgotten after verification.<\/p>\n\n\n\n High-quality and up-to-date images help potential customers get an impression of the company. Depending on the business, this could include, for example, office spaces, the team, products, projects, or work.<\/p>\n\n\n\n Customer reviews also play an important role in the perception of a company.<\/p>\n\n\n\n Satisfied customers may therefore certainly be pointed out that a review is welcome. However, reviews should remain authentic.<\/p>\n\n\n\n Responding to existing reviews is also useful \u2013 both to positive and to critical ones.<\/p>\n\n\n\n Although Google dominates traditional web search in many markets, a company should not simply ignore Bing.<\/p>\n\n\n\n Microsoft Bing also forms an important foundation for various Microsoft services and is closely connected to the Microsoft ecosystem.<\/p>\n\n\n\n The additional effort is comparatively low, especially if Google Search Console has already been set up.<\/p>\n\n\n\n Open the Bing Webmaster Tools<\/a>.<\/p>\n\n\n\n After logging in, you can either add your website manually or\u2014much more conveniently\u2014import an already verified website from Google Search Console.<\/p>\n\n\n\n If your website is already verified in Google Search Console, Bing offers an import feature.<\/p>\n\n\n\n You connect your Google account with Bing Webmaster Tools and grant the necessary permission. Bing can then display the verified websites from your Search Console.<\/p>\n\n\n\n Select the desired website and import it.<\/p>\n\n\n\n The big advantage: You do not need to prove ownership of the website again separately.<\/strong> Existing sitemap information can also be imported.<\/p>\n\n\n\n After a successful import, you should still check whether the correct website and sitemap are present.<\/p>\n\n\n\n Bing Webmaster Tools also has its own section for sitemaps.<\/p>\n\n\n\n If the sitemap was imported from Google Search Console, it should already appear there. Otherwise, you can submit it manually.<\/p>\n\n\n\n Check the processing status afterwards. Bing shows when a sitemap was submitted or detected and when it was last processed.<\/p>\n\n\n\n In addition, Bing plays IndexNow<\/strong> an interesting role.<\/p>\n\n\n\n In traditional crawling, a search engine has to figure out for itself whether a URL has been newly created, modified, or deleted. IndexNow partially reverses this principle: the website can actively inform supported search engines that a URL has changed.<\/p>\n\n\n\n This allows search engines to find out about new or updated content faster.<\/p>\n\n\n\n Depending on the SEO plugin or additional extension you use, IndexNow may already be supported in WordPress. Therefore, before installing another plugin, you should check whether your existing SEO solution already supports IndexNow.<\/p>\n\n\n\n IndexNow, just like a sitemap, does not guarantee a specific ranking position. It merely helps search engines discover changes faster.<\/p>\n\n\n\n Similar to how Google offers a business profile for Search and Maps, Microsoft provides Bing Places for Business<\/strong> a way to manage business information for Bing.<\/p>\n\n\n\n Open Bing Places for Business<\/a>.<\/p>\n\n\n\n Search for your company first. An entry may already exist that you can take over.<\/p>\n\n\n\n If there is no entry yet, you can create a new one.<\/p>\n\n\n\n Then complete the company information as fully as possible. Depending on the company, this includes, among other things, category, contact details, opening hours, website, services offered, and pictures.<\/p>\n\n\n\n Bing also requires verification of the listing. Depending on the available method, this can be done, for example, via address, phone, or email.<\/p>\n\n\n\n Make sure that central company information is consistent on your website, Google, and Bing.<\/p>\n\n\n\n The company name should not be spelled differently on every platform. The same applies to address, phone number, website, and other basic company data.<\/p>\n\n\n\n This helps you reduce conflicting information while making life easier for your customers.<\/p>\n\n\n\n After Search Console, Business Profile, Bing Webmaster Tools, and Bing Places comes the part where many companies make a mistake:<\/p>\n\n\n\n They expect immediate results.<\/strong><\/p>\n\n\n\n Search engine optimization doesn't usually work like that.<\/p>\n\n\n\n Google and Bing have to crawl pages, categorize content, understand relationships, and gather signals over a longer period of time. Especially with a new or fundamentally revised website, rankings can therefore fluctuate heavily at first.<\/p>\n\n\n\n It is rarely sensible to frantically change page titles, texts, and structures over and over again after just a few days.<\/p>\n\n\n\n Instead of staring at individual positions every day, you should observe trends over longer periods.<\/p>\n\n\n\n For example, compare the last 28 days with the previous 28 days.<\/p>\n\n\n\n It's not just clicks that are important here. Also pay attention to whether impressions for business-relevant search queries are increasing and whether average positions are improving.<\/p>\n\n\n\n Particularly interesting are pages that already appear in positions between approximately 10 and 30. There, Google has obviously already recognized a thematic connection. A targeted improvement of the existing content can then under certain circumstances be more sensible than the production of ever-new pages.<\/p>\n\n\n\n A high number of impressions looks good at first glance. For a company, however, it is crucial that, where this visibility comes from.<\/strong><\/p>\n\n\n\n One hundred impressions for a search query with a specific intent to purchase or make contact can be significantly more valuable from a business perspective than thousands of impressions for a general informational topic.<\/p>\n\n\n\n Therefore, an SME should not only try to generate as much traffic as possible. The goal should be relevant traffic.<\/p>\n\n\n\n Google Search Console and business profiles cannot fix a bad website.<\/p>\n\n\n\n The website should function properly from a technical standpoint, be mobile-friendly, load quickly, and clearly explain the services a company offers.<\/p>\n\n\n\n Equally important are clear page titles, structured content, understandable navigation, and standalone pages for important services.<\/p>\n\n\n\n If you are planning a new corporate website or want to fundamentally redesign an existing website, you can find more information at Web design at CURIAWEB<\/a>.<\/p>\n\n\n\n Hosting also plays a role in speed, availability, and technical stability. You can find more information on this at Swiss web hosting<\/a> and WordPress Hosting<\/a>.<\/p>\n\n\n\n Sustainable visibility is not created by writing a keyword into a text as often as possible.<\/p>\n\n\n\n Good content answers specific questions and covers a topic in such detail that the visitor actually knows more afterward than they did before.<\/p>\n\n\n\n Search Console can help discover new topics. If a website already receives impressions for certain search queries even though there is no truly matching page, a meaningful new page or blog post can be created from this.<\/p>\n\n\n\n If a good article on this topic already exists, it is often more sensible to improve it rather than publish a second, nearly identical article.<\/p>\n\n\n\n The way people search for information is changing. In addition to classic search results, AI-powered search functions and answer systems are playing an increasingly important role.<\/p>\n\n\n\n The fundamentals still remain astonishingly similar: content must be technically accessible, comprehensibly structured, and clear in its messaging. Search engines must be able to recognize who a company is, what services it offers, and why a specific page is relevant to a query.<\/p>\n\n\n\nWhat does online visibility actually mean?<\/h2>\n\n\n\n
Why local visibility is particularly important for SMEs<\/h2>\n\n\n\n
Google Search Console: The connection between your website and Google<\/h2>\n\n\n\n
Set up Google Search Console<\/h2>\n\n\n\n
Domain property or URL prefix?<\/h3>\n\n\n\n
example.ch<\/code><\/p>\n\n\n\nhttps:\/\/<\/code>, no www<\/code> and no path.<\/p>\n\n\n\nVerify the domain via DNS<\/h3>\n\n\n\n
Submit the sitemap to Google<\/h2>\n\n\n\n
https:\/\/www.beispiel.ch\/sitemap.xml<\/code><\/p>\n\n\n\nhttps:\/\/www.beispiel.ch\/sitemap_index.xml<\/code><\/p>\n\n\n\nCheck Individual Pages Using the URL Checker<\/h2>\n\n\n\n
Understanding the Most Important Search Console Metrics<\/h2>\n\n\n\n
Clicks<\/h3>\n\n\n\n
Impressions<\/h3>\n\n\n\n
CTR<\/h3>\n\n\n\n
Position<\/h3>\n\n\n\n
Search queries are particularly valuable for small and medium-sized businesses<\/h2>\n\n\n\n
Google Business Profile: So your business is found locally<\/h2>\n\n\n\n
Create or claim a Google Business Profile<\/h2>\n\n\n\n
Enter the company name correctly<\/h3>\n\n\n\n
Select the correct main category<\/h3>\n\n\n\n
Address or catchment area<\/h3>\n\n\n\n
Phone, website and opening hours<\/h3>\n\n\n\n
Verify companies<\/h3>\n\n\n\n
Don't forget pictures and reviews<\/h2>\n\n\n\n
Don't ignore me<\/h2>\n\n\n\n
Set up Bing Webmaster Tools<\/h2>\n\n\n\n
Import website directly from Google Search Console<\/h3>\n\n\n\n
Check sitemap on Bing too<\/h2>\n\n\n\n
IndexNow: Announcing changes faster<\/h2>\n\n\n\n
Bing Places: The business listing for Bing<\/h2>\n\n\n\n
Google and Bing must receive the same company data<\/h2>\n\n\n\n
What happens after setup?<\/h2>\n\n\n\n
Analyze Search Console on a regular basis<\/h2>\n\n\n\n
Not every impression is worth the same amount<\/h2>\n\n\n\n
The website itself remains the foundation<\/h2>\n\n\n\n
Content should answer real questions<\/h2>\n\n\n\n
Online visibility no longer ends with a standard Google search<\/h2>\n\n\n\n