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SEO · Szczecin

SEO in Szczecin

I treat SEO in Szczecin as work on a specific local market, not a set of universal actions copied from city to city. I check how clients search for services, where the website loses visibility and which changes really make business sense. I combine technical SEO, content, information architecture and off-site work, so that the site is more visible in Google and easier to read for systems that generate answers.

Free quoteHow I work
Area
SEO
Market
Szczecin
Scope
6 sections · 6 min
Quote
Free
About the service

SEO in Szczecin for companies that want to grow locally and sensibly

About the SEO service in Szczecin

A few service details
  • Technical and content audit
  • Analysis of local search intent
  • Optimisation of service and category pages
  • Expanding the structure for SEO
  • External linking and local mentions
  • Preparing content for AI answers
Location

Local SEO: Szczecin and the surrounding area

City
Szczecin
Region
West Pomeranian
How we work
Remote
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Work process

What working together on local SEO in Szczecin looks like

I run the cooperation in stages, without an excess of reports and without working blind. First I put the starting point and the priorities in order, then I prepare the scope of changes to the website, and then I move on to implementation and expanding local visibility. As a result, it is clear what we are doing, why and in what order.

  1. 01/ 03

    Setting the direction

    At the beginning I establish which services or categories make the most sense for the company, what the current website looks like and which area the enquiries are meant to come from. This is the moment to assess the local potential, the competition in the results and the technical limitations that may be holding back growth in visibility.

  2. 02/ 03

    Audit and plan

    The second stage is the audit and the plan of changes. I check indexing, the URL structure, content, internal linking, the map of services and the way the site answers local search intent. On that basis I prepare a list of priorities: what to fix first, what to expand and what is not worth doing.

  3. 03/ 03

    Implementation and development

    Once the direction is agreed, I move on to on-site implementation, content expansion and off-site work. In parallel I take care of the consistency of local data, the development of service pages and clear trust signals. The goal is better visibility not only in the classic results, but also in the answers generated by AI systems, provided the website gives a good basis for it.

Start and agreeing the scope

I start every cooperation by establishing what the website realistically has to defend in the search results. SEO is planned differently for a single local service, differently for a company with several categories, and differently again for a site serving Szczecin and the nearby towns. At this stage I put in order the offer, the business priorities, the seasonality of queries and whether the goal is improving the quality of traffic, increasing the number of visits to specific pages or better topical coverage of the whole website.

This is also the moment to establish the technical and organisational limitations. I check whether the website allows changes to be implemented quickly, who is responsible for the content, what the approval process looks like and whether the site already has materials that can be used. As a result, the scope of work is not random. Instead of the general slogan “we do SEO”, a plan is produced that is matched to the website, the resources and the local market, with a clear separation of urgent work from what is worth developing in stages.

Collecting the input data

For SEO to make sense, proper input data is needed, not guesswork. I collect information about the current structure of the website, the most important pages, the current visibility for brand and service keywords, and also about which sections generate interest but do not lead to contact. I also look at how the user reaches the offer: whether they arrive from a general, local or comparative query, or are perhaps looking for a solution to a problem. Such a starting picture makes it possible to assess where opportunities are really being lost.

Information from the company’s owner or the person responsible for marketing is equally important. I need to know which services are the priority, what the service area looks like, which questions clients ask before making contact and how the offer differs from similar ones on the market. This is valuable not only for SEO, but also for content that is meant to be readable for the user and credible for the search engine. Without such input material it is easy to create a website that is technically correct but weak in its communication.

Audit of current visibility

The audit of current visibility covers both technical matters and an assessment of whether the site answers local demand at all. I check indexing, the URL structure, content duplication, headings, meta data, speed, internal linking and the way the services are presented. I also look at whether the website has pages that have local potential but are too general, or the opposite: pages that have been fragmented in a way that neither helps the user nor strengthens the topic in the eyes of the search engine.

The result of the audit should not be a long list of random comments, but an organised map of decisions. I separate critical errors from secondary elements, and point out content to improve, pages to expand and places where a new information architecture would be useful. If something works well, I do not propose changes just because that is what is done in SEO. The point of the audit is to limit chaos and speed up the next stages: on-site optimisation, the development of local content and the work that supports visibility beyond the website itself.

Analysis of local keywords and intent

Local keyword analysis does not end with the phrase service plus Szczecin. In practice, different ways of searching have to be taken into account: queries with the name of the city, with the type of service, with a problem to be solved, with a feature of the offer, and sometimes also with the names of districts, the surrounding area or the mode of delivery. The user may be searching quickly, comparatively or very specifically. That is why I group keywords by intent, decision stage and page type, instead of creating a single set of keywords for the whole site.

A well-conducted analysis later carries over into the architecture of the website and the content plan. Thanks to it, it is clear which queries are worth serving with a service page, which require a separate local page and which are better handled by a question-and-answer section. This also matters from the perspective of content discovery by systems that generate answers, because users increasingly phrase their questions in full sentences, much as in a conversation with a chatbot. The website should be able to answer such questions clearly and without artificial keyword stuffing.

Designing the page and content structure

Once it is clear which topics the website is to be visible for, I move on to designing the structure. The point is for the user and the search engine to see logical relationships between services, categories, locations and supporting content. A good architecture limits keyword cannibalisation, strengthens the main pages and puts internal linking in order. In practice this often means refining the menu, adding service pages, tidying up the FAQ section and setting out the area served more clearly, instead of multiplying similar pages without a clear role.

I plan the content so that it is suitable both for classic search and for quoting or summarising by AI systems. What helps here is a clear heading layout, definitions, sections explaining how the service works, limitations, the most frequent questions and local context. If the topic is complex, it is better to break it into several readable blocks than to write one general text about everything. Such a structure improves usability, makes on-page implementation easier and increases the chance that the website will be readable for different forms of content discovery.

On-page, local and off-site implementation

Implementation covers what happens directly on the website: improving titles and descriptions, headings, content, internal linking, URLs, contact elements and local trust signals. Often it is also necessary to expand the service pages, add information about the area served and tidy up the company details so that they are consistent across the whole site. If the company uses a Google Business Profile, the consistency of information between the website and its local visibility elsewhere is also important.

I treat off-site work as support, not a replacement for a good website. It may include tidying up mentions of the company, working on the quality of links and building better credibility signals in the local ecosystem. In parallel it is worth developing content that answers users’ specific questions, because this helps not only in Google’s results but also in situations where information from the website is analysed by tools that generate answers. What matters most is consistent execution and patient development of the site, not a one-off campaign.

Testimonials

Feedback from clients and industry people I have worked with on SEO projects.

Damian Salkowski

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.

Damian SalkowskiCEO of SENUTO
01 / 08
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Jakub Dzikowski
Jakub DzikowskiSEO freelancer & consultant

You talk to me, not a salesperson

Tell me what you want to achieve. I’ll reply personally

I work as a freelancer: the same person reads your message, prepares the quote and then runs the project. No sales team in between.

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