Google rewards professional expertise and user-oriented design.

Industry 4.0: Google sets new priorities: AI-based answers are displacing traditional search results. Businesses that want to remain visible must strategically adjust their websites.

This article is part of the special topic Digital Crafts

With a Market share of over 85 percent in 2025 Google still the The most important search engine in Germany. This is shown by current figures from the statistics tool. statcounter.comTherefore, it is essential for craft businesses to to appear as high as possible in Google search results – because that's the only way to win customers and find employees. But now new technologies and trends are changing the rules of the game – and making SEO (Search Engine Optimization) the most important tool in the digital marketing workshopThose who don't optimize their websites risk losing reach.

AI summaries at Google

The most significant change at Google is the introduction of the "Search Generative Experience(SGE, roughly translated: "AI-generated search experience"). This fundamentally changes the way users search for and obtain information: Now, increasingly, AI-generated search results appear above the classic search results. AI-generated answers, which are so-called "Zero-click searches"(German: zero-click searches). Users no longer need to click on the results in the search results list – which can noticeably reduce visits to your own websites."

This increases the pressure on businesses to design their content in a way that allows it to be cited by Google's AI. The decisive lever is clearly... structured FAQ sections, which precisely answer frequently asked customer questions. Equally important is the Implementation of structured data (“Schema Markup”) is used to provide machine-readable information to the search engine. These special code snippets are embedded in web pages so that Google can better understand the content: They provide additional, clearly defined information, for example, whether a text is an address, a product, a review, or an appointment.

Digital reputation through "EEAT"

Furthermore, Google is increasingly evaluating websites according to the principle of " in both classic search results lists and AI-generated summaries.Expertise – Experience – Authority – Trust (English: Trust) – or EEAT for short. This means that authentic content, real project examples, and transparent team presentations are ranked higher than websites with interchangeable advertising slogans. For tradespeople, this means they should present their expertise in a comprehensible way. Businesses that create transparency and trust online benefit, for example, through detailed project documentation with before-and-after pictures and concise descriptions of the challenges and solutions found.

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One "Meet the TeamA page that introduces employees and master craftsmen with their areas of expertise, certifications, and experience further strengthens the human element and promotes credibility. It also has a positive impact when businesses actively collect customer reviews and respond professionally to comments. Consistent listings in key industry directories can reinforce a company's authority, which simultaneously improves local visibility.

User experience as a quality criterion

Photo: © DHB-Grafik

Search engines used to primarily evaluate text – but now the text counts. entire user experienceLong loading times, poorly formatted content, or confusing navigation are considered digital stumbling blocks. That's why Google is now measuring the "Core Web Vitals" (freely translated: "core elements of user-friendliness"), i.e. factors such as loading speed, Interactivity and visual stability.

A mobile-friendly website, which charges quickly and is optimally usable on various devices, It not only improves the user experience, but also that Ranking in search resultsOther measures that have a positive effect include the Optimizing images for fast charging times with good quality, which Implementing a secure HTTPS connection and user-friendly navigation.

And finally ... The digital visibility of businesses in 2025 will be primarily driven by credible content and a user-oriented design Absolutely. Google rewards tradespeople who authentically showcase their skills. Those who impress with expertise, experience, and trustworthiness on their websites increase their digital visibility – and thus have the chance to attract more customers, skilled workers, and apprentices.Checklist: SEO checklist for craft businesses1. Optimizations for AI search results
- Create a page with frequently asked customer questions (FAQ) and precise answers
- Add structured data (schema markup) for service offerings, FAQs, opening hours and contact information.
- Formulate content in such a way that AI systems classify it as a reliable source of information (AI systems seek genuine, verifiable expertise that is clearly structured and presented in a trustworthy manner)

2. Optimizations for the EEAT principle
- Post compelling project documentation online
- Add before/after pictures with brief descriptions of the challenges and solutions
- Create a team page listing the employees' areas of expertise, certifications, and experience.
- actively collect customer reviews on Google and specialist portals
- Respond to customer comments – including negative ones – promptly and professionally
- Uniform company data (name, address, telephone number) in important industry directories
- Keep the page with press or partner mentions up to date at all times

3. Optimizations for "Core Web Vitals"
- Mobile-friendly design, making content easy to use on smartphones
- Simplify navigation so that users can quickly find the information they need.
- Optimize loading times: Compress images before uploading and avoid unnecessary scripts
- Use an HTTPS certificate to ensure secure connections
- Check visual stability, make interactive elements usable quickly

4. Optimizations for local visibility
- Complete your Google business profile fully and update it regularly.
- Presence in relevant local directories and industry portals
- targeted measures to strengthen reputation and local linking

5. Continuous optimizations
- Regularly check ranking development, user behavior and visitor numbers
- Adapt new content to seasonal and industry-specific themes, additions based on user questions and search trends
- Continuously check technical SEO aspects (for example, loading time, mobile display)

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