Being found on Google does not depend on a technical secret, but on a series of simple actions carried out in the right order. Here are the seven that matter most for a business in Luxembourg, and the mistake that can undo everything.
1. Measure where you stand
Google Search Console is a free tool. It shows which searches your website appears for, how often it is seen, how often it is clicked and in what position. This is the starting point: you cannot improve what you do not look at.
Look above all for the searches where you are seen but not clicked. They show what your customers are looking for and where you are already nearly visible.
2. Complete your Google profile
For a local search, Google often shows a map and a few businesses before the websites. Your Google Business Profile is free: a precise category, up-to-date opening hours, real photos, services and reviews. It is often the quickest action to put in place.
3. Create one page per service
A single page covering everything cannot answer each search well. Give each service its own page, with your trade and your area clearly named in the title and in the text. If you work in several towns, say so while staying useful to the reader: a list of towns with no content adds nothing.
4. Take care of titles and descriptions
The title and description of each page are what people see in the search results. They decide the click.
- The title: the service and the place first, your name after, in around 60 characters.
- The description: what you offer and why to contact you, in around 160 characters.
- A different title for each page: two identical pages compete with each other.
5. Speak your customers’ language
In Luxembourg, the same customer may search in French, German or English, and cross-border workers search from neighbouring countries. Each language has its own searches: a German version of your pages can make you appear where you are absent today. Our article Which language to communicate in in Luxembourg? helps you choose.
6. Make the website fast and readable on a phone
A slow website, or one that is hard to read on a phone, drives visitors away. Google’s free PageSpeed Insights tool shows what is slowing your pages down. The most common fixes: images that are too heavy, too many add-ons, text that is too small.
7. Earn reviews and local links
Google also looks at what others say about you. Ask satisfied customers for a review, and look for links from websites that have a connection with you:
- reputable business directories in Luxembourg;
- your federation or professional chamber;
- your partners, your suppliers and the associations you support;
- the local press, when you have real news to share.
Everywhere, keep exactly the same name, address and phone number. And do not buy links or reviews: Google penalises it.
The mistake to avoid: changing website without redirects
When a new website replaces the old one, page addresses often change. Without redirects, the old addresses lead to an error page and their ranking is lost. Before any redesign, list the existing pages and plan a permanent redirect for each one to the page that replaces it. Search Console then flags any forgotten addresses in its indexing report.
Key takeaways
Start by measuring, then deal first with your Google profile and your service pages. The rest strengthens these foundations over time. If you would rather hand this work over, it is what we do in local SEO.