00 The knowledge bank
How search engines and AI services find companies and what we do about it
Here we explain how Google, AI services and AI agents find and choose companies, how long things take and exactly what we do with your site. Every claim about how the search engines work has a link to the source.
01 The journey
From your website to a new customer, in five steps.
Each step takes its own time and can stop a page. We show where in the chain your site is and remove what stops it.
- 01Your sitewhat you publish
- 02The search engine's programfinds and reads the page
- 03Indexstores what it has understood
- 04Search resultsshows you for a search
- 05Customerclicks, calls, buys
02 Topics
Everything you need to know, one topic at a time.
Short explanations in plain language, with pictures, figures and a link to the source for every claim.
Google (SEO)
The four steps from a new page to a search result, how long each step usually takes and what we do so that no step stops you.
AI search (GEO)
Where the AI services get their answers from, which of their programs read your site and why an AI mention cannot be promised.
AI agents
What an AI agent is, which open standards are emerging and what an ordinary company needs for an agent to be able to choose it.
Local and the map
How Google chooses the companies on the map and why nobody can buy a better place there.
Speed
The three measures Google uses (Core Web Vitals), the limits for good, our own requirement for every site we build (the main content in under 0.7 seconds) and how we test the speed of every site.
Timeline
What happens in the first day, the first weeks and the first months after we have taken over, and when you can expect to see a difference.
Switch without losses
Why addresses, redirects and texts are kept, how we check that before the switch and what Google says about moving sites.
How we measure
The difference between measured, reported, estimated and unknown, which sources we use and why we would rather show “not measured yet” than guess.
Promises
What we guarantee, what no serious provider can guarantee, and the methods we never use.
The Knowledge Graph
The difference between being found on the map and being known as a company, why the clearest identity wins when AI answers questions, and exactly what we do and never promise.
Meta tags
Title, description, robots, canonical, hreflang, viewport and charset: what each tag does, what Google actually uses and what is a myth.
Sharing on social media
The Open Graph tags control the image, heading and text when a link is shared on Facebook, LinkedIn and in chats. Which tags are required and which image size works.
Pixels and measurement
Meta Pixel, the Google tag, Tag Manager, LinkedIn, TikTok and Microsoft: what they do, which ID you need and how we add them correctly, without breaking the rules on consent.
Cookies and consent
When a website must ask for permission, what a lawful cookie box looks like and what Google and Microsoft require for ad measurement in Europe.
Images and file names
What Google itself says about images' file names, alt text, EXIF, IPTC and GPS, what the myths are and what we do with every image on sites we build.
03 The figures
How to read the figures we show.
We distinguish between what we have measured ourselves, what the source reports, what we estimate and what we do not know yet. It always says so next to the figure.
The essentials in one minute.
- 01
Discovery
Google finds the page's address, for example through a link or a sitemap.
- 02
Crawling
Google's program fetches and reads the page.
- 03
Indexing
Google interprets the content and can store the page in its index.
- 04
Serving
Google chooses whether the page is shown for a certain search.
Google finds, reads, understands and shows pages in four steps, and no step is guaranteed. We make sure that no technical error stops you at any step, measure what happens and report everything with source and date. Read more under Google, Timeline and Promises.
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Knowledge bank updated 15 October 2026. Found something that is not right? Tell us and we will correct it.