Search engine optimisation for small and medium-sized enterprises

In the digital age, search engines are being used more and more, and their influence on businesses is growing. Small and medium-sized enterprises, in particular, face the challenge of achieving a good ranking in search engine results. After all, if you cannot be found online, you do not exist. Websites must meet ever-increasing requirements to achieve top rankings and be found by users. Small and medium-sized enterprises should therefore make use of search engine optimisation to reach their customers on the World Wide Web. This literature review examines the approaches, tools and trends that small and medium-sized enterprises encounter in practice when it comes to search engine optimisation. The focus here is on on-page and off-page search engine optimisation. The recommendations for action, comprising both theory and practice, are intended to serve as a foundation and guide for companies embarking on search engine optimisation. The approaches are also easy for third parties to understand and apply.