Get your business found on Google where your clients search.
Ensuring the company appears when a buyer searches for what it sells. On Google, in AI-generated summaries and on the platforms where procurement managers research suppliers before calling anyone.
Positioning is not a service contracted separately. It is the reason the website is built.
Most companies build the website first and then hire someone to position it. That is like constructing a building and then calling the architect to see if the structure holds. Positioning is not patched onto an already finished website. It is built from the architecture, from the content structure, from the URLs and from the first line of code.
When positioning is part of the development from the outset, every page is born ready to compete on Google. When it is added afterwards, the work is constrained by a structure that was not designed to rank. The difference in results is measurable and, in most cases, definitive.
Two playing fields. The business needs to be on both.
Google is still where the search begins.
When a procurement manager needs a supplier, a material or a service, the first instinct is still Google. What appears on that first page of results determines who gets contacted. If the company does not appear, it does not exist at that moment of decision. If the competitor appears, the competitor receives the call.
Search engine positioning is not a marketing matter. It is a matter of commercial opportunity. Every relevant search in which the company does not appear is a conversation someone else is having.
Artificial intelligence is changing the rules.
Google AI Overview generates summaries with cited sources directly in search results. ChatGPT, Gemini and Perplexity answer technical questions citing websites as sources. Procurement managers no longer just search — they ask. And the answer they receive cites the companies whose content is structured for these systems to interpret.
This is not a future trend. It is happening now. A buyer who asks ChatGPT "silicone gasket manufacturers for railway in Europe" receives a response with company names. If the website has well-structured technical content on that topic, it can be one of those companies. If it does not, it will not appear regardless of thirty years spent manufacturing gaskets.
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How positioning is approached.
The approach is not technical from the client's perspective. It is strategic. The technical part is handled internally. What the client sees are results: in what position the company appears, for which searches, how many visits it generates, how many convert into commercial contacts and from which companies.
Underneath those results is a multi-layered process that works in concert:
SEO architecture from development.
Positioning begins in the website structure. Each page has a defined search objective. Each URL is designed to rank for a specific term. Every title, every description and every data structure tells Google exactly what that page contains and for whom it is relevant. This is defined in the architecture document, before a single line of code is written.
Technical content that answers real searches.
Content is not written to fill pages. It is written to answer what buyers actually search for. If a procurement engineer searches for "custom silicone profile manufacturer", the page that appears must answer exactly that question — with specifications, processes, certifications. Not with a generic paragraph about the virtues of silicone.
This applies to product listings, sector landing pages, process pages and technical blog articles. Each piece of content has a target search and a buyer profile it addresses.
Semantic structure for artificial intelligence.
AI search engines do not crawl the web like Google. They interpret content and generate answers citing sources. For them to cite the company, the content needs clear semantic entities, classification by search intent and a structure that allows the models to understand what the company does, in which sector it operates, what products it offers and what differentiates it.
This is built into the code. It is not a plugin nor an external service. It is the way information is structured to be comprehensible to both Google and ChatGPT, Gemini and Perplexity.
Speed, security and technical health.
Google measures user experience. A website that loads slowly, has technical errors or does not work well on mobile loses positions against one that does. Each project is built with clean code, optimised images, without unnecessary heavy libraries and with a structure that Google's crawlers traverse without obstacles.
Continuous monitoring and adjustment.
Positioning is not a project that is delivered and finished. Positions change, competition moves, Google updates its algorithms, new relevant searches appear. Each month the state of positioning is monitored, opportunities are identified and the strategy is adjusted according to what the data shows.
What sets this approach apart from conventional SEO.
Most SEO services work on a website that already exists, with the limitations that website imposes. They install a plugin, optimise page titles, submit the sitemap to Google and publish blog articles with keywords. It is a valid service, but it operates within a limited framework.
This approach starts further back. When positioning is defined at the architecture phase — before the website exists — each page is built with a clear search objective, a precise data structure and content designed to compete. It is not optimised afterwards. It is built optimised from the origin.
The difference is particularly noticeable in three areas:
Speed of results. A website built with structural SEO ranks faster than a website optimised after the fact. ProSilicones64 reached position 1 on Google for key commercial searches within 8 weeks of launch.
Traffic quality. Volume is not the goal. The goal is that those who arrive are real buyers with a specific need. 9.1% conversion rate at ProSilicones64 versus the 2-5% benchmark for the industrial B2B sector.
AI presence. A website with well-structured technical content does not just rank on Google — it becomes a cited source on artificial intelligence platforms. That is not achieved with an SEO plugin.
Verifiable results.
These are real data from a European technical component manufacturer. 8 weeks after the launch of the new platform.
Position 1 on Google Spain for:
Cited as a source in Google AI Overview for searches in the medical and railway sectors.
Real data — Google Search Console — prosilicones64.com — 17 working days out of 44 (December-January holiday period). Trilingual website built with proprietary code and structural SEO.
What types of companies this approach works for.
B2B manufacturers with a technical catalogue
Industrial companies that sell complex products to qualified buyers. Positioning is built on product listings, sector landing pages, technical content and certifications. The objective is that the procurement engineer searching for a material, component or specific process finds the company before the competition.
Companies with multiple business lines
Groups that need to position several pillars in a coordinated manner without them competing against each other on Google. The architecture defines what each website in the group positions and how they connect to generate cross-selling.
Local businesses with direct competition
Companies where local positioning determines who receives the call. If a competitor 500 metres away has a better presence on Google, every local search they win is a client lost.
Companies with international markets
Positioning is worked by language and by market. Appearing on Google Spain is not enough. If the company sells in France, it needs to rank on google.fr with content in French. And if the French buyer asks ChatGPT in French, the company needs to exist in that language to be cited.
Companies that need institutional credibility
Not all need to generate leads. Some need that when a bank, a partner or a tenant searches for the company name, what they find conveys solidity and is up to date. Positioning here is not about generic searches — it is about brand searches.
What the positioning service includes.
Positioning has two phases. The first is resolved during the project development. The second is ongoing.
Phase 1 — Construction (within the development project)
- SEO architecture defined in the project document.
- Data structure (schema.org) typed per page.
- Titles and descriptions optimised for each page and language.
- Multilingual configuration with hreflang.
- Optimised loading speed.
- Semantic structure prepared for AI search engines.
- Registration with Google Search Console and Analytics.
- Sitemap submission and indexation verification.
Phase 2 — Ongoing management (monthly service)
- Position monitoring for key searches.
- Organic traffic analysis by page, language and market.
- Identification of new search opportunities.
- Creation of technical content designed to rank (articles, listings, landing pages).
- Competition tracking on Google.
- Presence tracking on AI search engines.
- Monthly report with analysis, data and strategic recommendations.
Phase 1 is part of every development project. Phase 2 is part of the continuous digital management service.
It is not link buying. It is not mass publication of generic articles to feign activity. It is not an automated Semrush or Ahrefs report delivered without analysis. It is not a promise of "first page of Google in 30 days".
What this service is not.
It is deep work that combines architecture, technical content, data structure and continuous monitoring to position the company where its buyers search — on traditional search engines and on the artificial intelligence platforms that are redefining how research is conducted before purchasing.
Results do not arrive in a week. But when they arrive, they hold. Because they do not depend on tricks or advertising spend, but on the quality of the structure and the content.
Frequently asked questions.
How long before results are seen?
It depends on the sector, the competition and the starting state. For ProSilicones64, position #1 arrived at 8 weeks. In projects starting from zero in a competitive market, building solid positions can take 3 to 6 months. What does not change is that every week the new structure remains published, positions improve progressively.
Is it necessary to publish new content regularly?
It depends on the objective. An industrial manufacturer seeking to rank for technical searches needs blog articles, guides and specialised content to expand its presence on Google. A company seeking institutional credibility may not need frequent publication. The content plan is defined in the architecture phase and executed within the ongoing management service.
How does positioning on artificial intelligence work?
AI search engines interpret website content and cite it as a source in their responses. For them to cite the company, the content needs to be structured in a way the models can understand: clear entities, precise data, coherent technical language and a semantic architecture that facilitates interpretation. A position on ChatGPT cannot be "bought". It is earned with quality content and adequate structure.
Can the searches the website ranks for be viewed?
Yes. Google Search Console shows exactly which searches the website appears for, in what position, how many times it has been shown and how many clicks it has received. Those data form part of the monthly report and are the basis for strategic decisions.
Does this replace Google advertising (Ads)?
It does not replace it, but it reduces dependency. Organic positioning generates traffic without a cost per click. Once a page achieves a solid position, every visit it receives has no additional cost. Advertising can complement organic positioning in initial phases or for highly competitive searches, but the medium-term objective is for the organic structure to be sufficiently solid to generate results on its own.
What happens if the competition is also doing SEO?
Whoever does it better wins. Positioning is competitive by nature. If the competition has a better-structured website, with more relevant content and greater authority, it will appear higher. The good news is that in most B2B sectors, the competition's SEO level is surprisingly low. Many industrial companies with multimillion-pound turnovers have websites that rank for nothing. That is an enormous opportunity for whoever decides to occupy that space.
Positioning is the reason the website investment generates returns.
A website without positioning is a catalogue that nobody visits. Development builds the platform. Positioning turns it into a tool that generates commercial opportunities on a continuous basis. The two work together. One without the other makes no sense.
Does the company appear where its buyers search?
adrian@portocarreroweb.com · +34 664 326 018
Let's discuss positioning