SEO · Gliwice
I treat SEO in Gliwice as work on a business’s real visibility in search, not as a set of random actions. I start with how customers search for services and products locally, and then put the website, the content and the external signals in order. I also make sure the site is readable not only for Google, but also for systems that generate answers, such as AI Overviews or chatbots that search the web for information.
I do not start with a package of actions, but with establishing what on this website is meant to sell, which keywords make sense and where the biggest losses of visibility are today. This makes the next steps logical: first the diagnosis, then the plan, and then implementation and regular adjustments based on data and traffic quality, not on the number of keywords alone.
I check what the website’s current visibility looks like, which services matter most to the business and where traffic from local queries is being lost today. At this stage I also catch technical problems, content gaps and an unclear structure, which need to be put in order first.
Based on the analysis I put together a realistic action plan: the selection of primary and supporting keywords, the page architecture, the direction for expanding the content and the scope of on-page optimisation. If the market requires it, I also include content that supports visibility in AI answers and conversational tools.
I implement the changes on the website or prepare them for implementation, and then observe how the site responds to the optimisation. In parallel, I plan off-site activities, put the external signals in order and refine the areas that improve the quality of visibility and the usability of the website for its audience.
At the start I am not interested in a list of keywords alone, but in the company’s business model, priority services, margin, seasonality, and the strengths and limitations of the website. SEO is planned one way for a local service business, another way for a manufacturer with a B2B offer, and another way again for a store serving traffic from the city and the surrounding area. In a market such as Gliwice, it also matters whether the goal is to win customers from the city itself, from the conurbation or from a wider area. This stage aligns expectations and helps avoid actions that look good in a report but contribute little to the business.
I also establish the scope of responsibility: what I can implement directly, what requires a developer’s involvement and what should be agreed on the company’s side. As a result, it is clear from the outset whether we are working mainly on the offer, the information architecture, the content, the local visibility profile or the site’s technical barriers. Such a start is important, because in SEO it is easy to lose focus. A well-set-up process makes it possible to concentrate on the elements that have the greatest impact on how the website is understood by the search engine and by the user who is meant to take a specific step.
The input data is not just the website address and a few main keywords. I check the current structure of the site, the existing service pages, the quality of the content, the way the offer is presented, the availability of contact information and any elements that may influence the user’s decision. If data from analytics or from search engine consoles is available, I use it to assess which queries already generate impressions, which pages attract traffic and where the greatest loss of potential occurs. I am also interested in the history of changes on the website, because that is often where the source of the problem can be seen.
In parallel, I collect data on the competitive environment. Not in order to copy other companies’ messaging, but to see what the market standard looks like, which types of pages dominate the results and which user questions are most often addressed by the competition. In local SEO it also matters whether the results are heavily mixed: classic service pages, business profiles, directories, maps, how-to articles or AI-generated answers. This picture of the market helps assess whether what is needed is an expanded offer, stronger supporting content or better organisation of the data on the website.
I start the visibility audit by checking whether the website gives the search engine good conditions for interpretation at all. I analyse indexing, the URL structure, titles and descriptions, repetitive content, internal linking, the logic of the headings, the availability of the mobile version and the technical elements that can make the content harder to read. I also look for problems such as keyword cannibalisation, orphan pages, thin content or situations in which an important service exists in the company’s offer but has no separate, well-described page of its own.
The second part of the audit concerns the quality of the presentation of the offer itself. Even a website that is correctly optimised technically may not be using its potential if the user does not get a clear answer: what the company does, for whom, in what area and how to get in contact. So I check whether the content supports the decision, whether the navigation leads to the right places and whether the most important information is visible without unnecessary searching. This also matters from the perspective of AI systems, which more readily refer to pages that are readable, consistent and well organised by topic.
Keyword analysis in local SEO is not about creating a list of several dozen variants of one keyword. What interests me above all is user intent: whether the person is looking for a contractor here and now, comparing offers, trying to understand the scope of the service, or only just narrowing the choice down to a specific location. On this basis I divide the queries into groups that require different types of pages. A main service page works one way, a location page another, an FAQ another, and an article that supports the decision or answers recurring customer questions another way again.
For a city such as Gliwice, it is also important to recognise when it is worth strengthening strictly local keywords and when it is better to build visibility around a wider area of operation. Not every company needs separate pages for every district or nearby town, but many companies need a clear separation of topics, services and local context. A well-conducted analysis helps avoid duplication, chaotic expansion of the content and a situation in which several pages compete with one another for the same query instead of jointly strengthening the whole offer.
After the analysis I move on to designing the site architecture, because that is what determines whether the website will grow in an orderly way. I plan the layout of the service pages, supporting pages, local sections and informational content so that each has its own role and does not duplicate the others. What matters to me is not only what goes into the menu, but also how the internal linking is laid out, which sections appear on the individual pages and how the user gets from the first visit to making contact or sending an enquiry.
I design the content to be specific, understandable and easy for different search systems to process. This means clear naming of services, logical headings, consistent information about the area of operation, answers to typical questions and avoiding empty paragraphs that explain nothing. Such a structure helps not only in classic SEO. It can also increase the chance that passages from the website will be better interpreted by AI Overviews and conversational tools, which prefer well-arranged, credible and unambiguous sources.
The implementation stage covers both on-page fixes and activities that strengthen authority off the website. In practice, this may mean refining the metadata, headings, URLs, service descriptions, contact sections, company details, local elements and the internal linking structure. On the off-site side I focus on activities that make sense for the brand: mentions, quality links, putting the company’s signals in order and the consistency of information in the places where the user may actually come across the company. The goal is to build trust and better context, not to artificially inflate the link profile.
SEO is not a set of one-off fixes, which is why observation and course correction are needed after implementation. I analyse which pages are starting to take over visibility, where new user questions appear, which content is worth expanding and which elements of the page are still blocking growth. This also applies to AI-assisted search, where what counts is currency, a clear structure and the consistency of information across different places on the web. Regular optimisation makes it possible to keep the site in order and gradually strengthen its discoverability across many types of results.
Feedback from clients and industry people I have worked with on SEO projects.

I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.

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