Service · SEO consulting
I find SEO potential, order it by business value and accompany the implementation until the impact is measurable. Personal, data-based and without agency detours – from the technical foundation through content and e-commerce to visibility in ChatGPT, Perplexity and Google AI Overviews.
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SEO since 2016 · · Roles at Würth Group & 11880 · Projects in DACH & the USA
An SEO consultant analyzes why a website is not sufficiently visible for business-critical search queries, develops a strategy from this and prioritizes the implementation.
This includes technology, content, information architecture, internal and external signals, as well as the measurement of rankings, clicks, leads and revenue contribution.
I complement this work with visibility in AI answers, when ChatGPT, Perplexity, Gemini, Claude or Google AI Overviews are relevant to your customers' buying decision.
The result is not a general catalog of measures, but a comprehensible work plan for your team.
The frame for every decision: business goal, data source and KPI baseline.
Not every website immediately needs ongoing consulting. The collaboration is worth it when a concrete business problem exists and one of three things is missing internally: the diagnosis, the prioritization or the capacity for implementation. Four typical starting situations from my projects:
Rankings and clicks drop, competitors overtake you on the important money pages. Or the content generates impressions but hardly any clicks and even fewer inquiries. The symptom is in the Search Console, the cause rarely.
The backlog is long, the tool reports are longer. Development, editorial and management pursue different priorities, and no one can say which measure contributes how much to leads and revenue.
E-commerce with faceted navigation, large URL inventories, several languages and hreflang. A relaunch or a migration is coming up. Several teams, markets or agencies have to be coordinated without any single instance seeing the whole.
Competitors are recommended in AI answers, your own brand is mentioned but not linked as a source. What is missing is a separate measurement by engine and prompt that shows exactly where the gap is.
Consulting is not a fit if you are looking for a guaranteed top position, short-term tricks or mass production without a data basis. Even a small business can benefit – if the target market, demand and economic leverage are large enough. For purely local standard SEO, a specialized local SEO provider is usually the more efficient choice.
Baseline, competitive comparison and recognizable causes instead of individual opinions and tool scores. You know where you stand and why.
A clear order for technology, content and authority, aligned with your money pages, your resources and the dependencies between the measures. Not everything that lights up red in a tool costs revenue.
Every measure comes with the finding, the affected URLs, responsibility, acceptance criterion and verification step. Your development can start without interpreting what was meant.
Rankings and traffic are intermediate values. What matters is qualified visibility, leads, conversion and revenue contribution – with AI Search additionally mentions, recommendations and citations, measured separately per engine.
And the conversion rate? You will not hear an isolated CRO promise from me. The leverage lies in a better intent match, stronger money pages and more qualified organic traffic: whoever lands on the right page via the right query converts more often. For systematic A/B tests on the page itself, I recommend a specialized CRO partner.
The concrete scope follows your business problem. No project needs every module.
Define business goals, money pages and relevant markets. Search intent, keyword and topic clusters, competitive and content gap analysis. From this a page and content roadmap emerges along the customer journey.
Result Strategy, URL mapping and a prioritized action plan.
Crawling, indexing, canonicals, sitemaps and status codes. JavaScript rendering, Core Web Vitals and internal linking. Crawl budget and logfile analysis, automation and quality assurance with Python, international structures with hreflang. This is my core area, proven on systems of up to around 20 million pages.
Result Actionable technical tickets with a verification path.
Intent match between page type and query, content inventory, cannibalization and consolidation. Briefings, templates and quality criteria, plus internal linking and scalable page types. The goal is editorial processes, not isolated SEO texts.
Result A clear content plan and a repeatable editorial standard.
Category, product and facet logic for Shopify, Magento and Shopware. International expansion, prioritization by margin, demand and revenue potential, tracking from the organic entry to the transaction.
Result A scalable architecture for organic growth.
Inventory and URL mapping, redirect, canonical and indexing logic, pre-launch and post-launch checks, monitoring of the most important pages and KPIs.
Result A risk plan, acceptance criteria and a controlled transition without ranking loss through avoidable mistakes.
Prompt and query fan-out analysis, technical reachability and extractability, entity and source ecosystem analysis. Measured are mentions, recommendations and citations per engine, connected to your existing SEO, content and PR processes.
Result A separate view of classic search and AI answers, without artificially equating the two. Details on AI Optimization →
Decision templates for marketing and management, reviews of agency, development and content work, team workshops and documented standards. In the end there is an internal knowledge base, so that the know-how stays in the company.
Result A team that can later understand and implement decisions on its own.
For context on the topic of offpage: external authority, digital PR and relevant mentions I plan as part of a verifiable source ecosystem. Bought link volumes or guaranteed rankings do not exist with me.
Find the right format →When a few high-quality inquiries are more important than maximum traffic. Focus: buying committee, subject-matter authority, long-tail demand and the verifiability of every measure.
When technical scaling, categories, facets, product data and several markets come together. Focus: revenue, margin, indexability and internationalization.
When millions of URLs, crawl budget, logfiles, templates and automation determine visibility. Here systems thinking counts, not single-page optimization.
When a second senior perspective, a clear roadmap or temporary leadership for a complex undertaking is needed. I complement your team, I do not replace it.
When specialist knowledge for technical SEO, e-commerce, internationalization or GEO is missing. On request also white-label: your client relationship stays yours, the mode of work is agreed contractually in advance.
Every measure can be traced back to a finding and a business goal.
Service descriptions are patient. So here are the verifiable work results:
| Deliverable | Content | Benefit |
|---|---|---|
| KPI baseline | Rankings, clicks, indexing, relevant business KPIs | starting point for every impact measurement |
| Prioritization matrix | Impact, effort, risk, dependency per measure | clarity on what gets implemented first |
| Ticket backlog | Finding, affected URLs, solution, acceptance test | development starts without an interpretation gap |
| Content/page plan | Intent, target URL, page type, briefing | prevents cannibalization and arbitrary content production |
| Decision report | Progress, findings, next decisions | management-ready steering |
| Knowledge base | Standards, processes, templates and QA | know-how stays with your team |
The project process describes the collaboration as a whole. My working standard checks every single recommendation. In the e-commerce example, a decision gate and a separate assessment of priority and confidence are added on top.
Example from practice
The example comes from a real shop project with around 240 categories. I have removed names, URLs and metrics. Important: categories A–F are decision types, not renamed original data.
Before a category even gets a score, I ask a simpler question: is this worth it here? Surprisingly many categories already fail at this point. Only Go categories receive a score. Hold may be prepared but does not go live. Explore is validated separately.
An optimization does not make economic, structural or assortment sense.
Target URL, redirects, canonical, assortment, tracking or technical approvals are still open.
Stable, indexable URL, available assortment and a sound data basis.
Historical SEO data is missing. Demand is validated using alternative signals.
Priority = weighted sum of four business factors
Money and organic potential decide two thirds of it. Strategy and effort only fine-tune. The weights are not a law of nature – in a strongly seasonal assortment I would set the strategic axis higher.
A high score with a thin data basis does not land in Wave 1 with me. It lands in Validate / Pilot – first the assumption is checked, then invested in.
The score prioritizes landing pages – not automatically the production of category texts. What concretely needs to be done only shows after a look at search intent, search results and assortment. Sometimes a better title is enough. Sometimes the right answer is: no content.
On the responsibility column: in mid-sized companies, marketing, SEO, content and shop maintenance often cover the same person or a small team. The roles in the backlog are functions, not positions.
In the end there is a prioritized decision backlog: every category has a status, a recommendation, a responsible function and an acceptance test. In the example project, out of around 240 categories only 31 received the Go status for Wave 1 – and that is exactly the point.
B2C comparison portal: avg. Google position 16.9 → 13.0. In the core market, at around 190,000 clicks in six months (+10 percent) and nearly identical impressions. My role: SEO strategy, prioritization and accompanying the implementation. Measurement source: Google Search Console. Limitation: seasonality and parallel marketing activities cannot be fully factored out.
YMYL/Finance: organic clicks doubled in twelve months. A German voucher and credit provider (buy-now-pay-later), start June 2025. Avg. position 27.7 → around 15, click rate 2.7 → 4.7 percent, at the peak +159 percent clicks. My role: SEO audit, action plan, review of the implementation. Measurement source: Google Search Console over twelve months. Limitation: the curve fluctuates, what matters is the direction over the whole period. Details in the case example on the SEO audit with a prioritized action plan.
| Criterion | Independent SEO consultant | SEO agency | In-house SEO |
|---|---|---|---|
| Direct senior contact | usually direct | depends on the team model | yes |
| Capacity across many disciplines | limited, partners as needed | often high | depends on the team |
| Knowledge of the company | grows with the project | grows with the project | permanently high |
| Cost structure | project- or time-based | often retainer or project | salary plus overhead |
| Speed at the start | usually fast | depends on staffing | recruiting needed |
| Suited for | strategy, specialist topics, transformation, sparring | broad parallel implementation | permanent internal ownership |
A consultant fits when you need senior competence and clear leadership but do not want to build a full in-house team. An agency makes sense when many specialist disciplines have to be implemented at the same time. In-house wins when SEO has enough work and strategic importance for a permanent role of its own. None of the three variants is generally better – the question is which one fits your situation.
And the distinction from a digital marketing consultant: I am responsible for organic findability and its technical and content prerequisites, in Google and in AI answers. Paid media, social and CRM I do not steer.
Three formats, one hourly rate as a base: from €100 per hour.
For a clearly defined decision, a review or a workshop. Fixed price once goal and scope are set.
For companies that want to clarify cause and priority first. A fixed package with defined deliverables and a two-week run time. More in the SEO audit with a prioritized action plan.
For strategy, implementation and impact measurement on a monthly basis, from €1,000 per month. The concrete scope depends on the number of markets, the complexity of the website, the coordination effort with your team and my operational role.
What determines the price in each case: the size and technical condition of the website, the number of languages and templates, the question of whether audit, strategy, implementation or sparring is in the foreground, the quality of data access and the desired frequency of reviews and reporting.
You first receive an assessment of which format fits your situation – not automatically a retainer.
How quickly SEO takes effect depends on the starting situation, competition, website authority and implementation speed. Technical blockers can become measurable relatively quickly after they are fixed, once Google has re-crawled and re-indexed. New content and authority take considerably longer. That is why I agree on early indicators, target KPIs and fixed points in time for the reassessment – a blanket ranking deadline does not exist with me.
Three levels, three timeframes: diagnosis and plan are ready after the audit or the agreed analysis phase. The technical impact follows the implementation and the re-crawl. The business impact depends on competition, demand, sales cycle and conversion – it is the goal, but the slowest of the three values.
A good consultant first asks about the business model, target pages and data, not about the number of desired keywords. They separate findings, hypotheses and recommendations and explain measurement definitions, data sources and their limits. They prioritize instead of handing over an unfiltered error list, name responsibilities and acceptance criteria and promise no guaranteed positions. They can explain technical, content and organizational dependencies, show real work results with context – and they make your team more independent instead of withholding knowledge.
Anyone working with ranking guarantees and black-box scores stumbles on these eight questions. I am happy to answer them for you in the initial call.
An SEO consultant diagnoses why a website is not sufficiently visible for important search queries, develops a strategy and prioritizes the measures by business value. They accompany the implementation through tickets, briefings and reviews and measure the impact against rankings, clicks, leads and revenue contribution. With me, the measurement of visibility in AI answers is added when it is relevant to your buyers.
An SEO audit is a time-limited diagnosis with a prioritized roadmap – with me a fixed package over two working weeks. SEO consulting is the ongoing work afterwards: making decisions, accompanying implementation, verifying results and adjusting. Many projects start with the audit and then move into consulting, but this order is not mandatory.
My hourly rate starts at €100, ongoing consulting at €1,000 per month. The concrete scope depends on the size and condition of the website, on the number of markets and languages and on whether I only advise or also implement operationally. I offer single packages and audits at a fixed price once goal and scope are set. You receive an assessment in advance of which format fits your situation.
That depends on the starting situation, competition and implementation speed. Technical corrections can become measurable relatively quickly after the re-crawl, new content and authority take months. A serious answer therefore separates three levels: diagnosis and plan, technical impact, business impact. Instead of a blanket deadline, I agree on early indicators and fixed dates for the reassessment.
A consultant offers direct senior contact and a clear line, but has limited capacity and brings in partners when needed. An agency can implement many disciplines in parallel, but the quality hangs on the concrete team behind the contract. The honest answer is situational: for strategy, specialist topics and sparring the consultant speaks, for broad parallel implementation the agency.
Yes – if responsibility, time, competence and quality assurance are in place. That is exactly what the enablement module is for: I deliver strategy, reviews, workshops and a documented knowledge base, your team implements. This is often the most economical model, because the knowledge stays in the company and my role may shrink over time.
Yes, e-commerce is one of my focus areas: Shopify, Magento and Shopware, category and facet pages, product data, internationalization and tracking from the organic entry to the transaction. Prioritization is by margin, demand and revenue potential, not by traffic at any cost.
No. Google Business Profiles, local directories and review management are their own craft, for which specialized local SEO providers are the better choice. My focus is on supra-regional and international SEO for B2B, e-commerce and large websites. If your business primarily lives on local walk-in customers, I will tell you so openly in the initial call.
On the money pages: rankings, impressions, clicks, qualified leads, conversion and revenue contribution, measured against the baseline documented at the start. Depending on the project, separate AI visibility metrics are added – mentions, recommendations and citations per engine, with a defined prompt set and a documented measurement period.
Google Search Console, Screaming Frog, Sistrix and Ahrefs, logfile analyses, Python, SQL and Looker Studio, for AI Search Peec.ai. More important than the list: tools deliver data, the diagnosis is the consulting work. Two consultants with the same tool arrive at very different priorities if only one connects the numbers with your business model.
Technical SEO creates reachability, indexability and scalability – it decides whether your pages are even in the race at all. Content SEO answers the right demand in the fitting page type. Both have to fit together: the best text does not rank on a page Google cannot reach, and the cleanest technology saves no content that no one searches for.
As a complementary module, when ChatGPT, Perplexity or Google AI Overviews are relevant to your audience. What matters is the separate measurement: a good Google ranking guarantees no citation in an AI answer. In an Ahrefs analysis of ChatGPT, Gemini, Copilot and Perplexity, only around 12 percent of the cited URLs came from pages that rank in Google's top 10; Google's AI Overviews, by contrast, couple tightly to the top rankings. That is why I measure both surfaces individually – and do not claim that one automatically follows from the other.
Through measures that hold up over time and can be measured against the Google Search Essentials: a clear data basis, user-oriented content, verifiable authority signals. No bought ranking guarantees, no hidden texts, no scaled low-value content, no manipulative link packages. What an update costs later is not worth a shortcut.
Your contact
I have worked in search since 2016, over eight years of it in technical SEO. More than 100 websites supported, among them a multilingual platform with around 20 million pages, with roles at the Würth Group and 11880. My focus: classic SEO as the foundation, complemented by measurable AI visibility.
You work directly with me. One person who measures, prioritizes and accompanies – no agency facade. How I measure is laid out openly in the Source Benchmark 2026. More on the work experience and references of Eugen Ullrich.
Briefly describe your website, business goal and problem. You receive a first assessment of whether an audit, a single consultation or ongoing support makes sense.