SEO & GEO

Maintain your visibility when changing your website

If you’re launching a new website or making changes to an existing one, you risk losing visibility in both search engines and AI-generated results.

We help you implement the right SEO and GEO strategies so that you can maximise your chances of becoming – and remaining – visible to your customers, whether they’re looking for answers via traditional search engines or AI tools such as ChatGPT, Claude and Gemini.

What changes could affect SEO and GEO performance?

When making major changes to your website, you need to proceed with caution if you want to maintain your visibility – both in terms of traditional search results and AI-generated answers. This might be the case, for example, when you:

Launch a new website
Change your domain
Redesign your website
Remove content pages

These days, it’s not just about Google being able to index your pages. Your content must also be understandable, interpretable and usable by AI models. That’s why we work on technical SEO, content structuring, semantics, performance, metadata and content architecture – so your website stands strong across the entire modern search landscape.

We have improved our online presence across the board in terms of technology, usability, system integrations, performance, security, SEO and mobile optimisation.

Signe Dahl Iversen, digital project manager at Business Academy Aarhus

Technical SEO & GEO

New website? Here’s how to boost your visibility

When launching a new website, there are a number of technical fundamentals you should have in place to ensure visibility in search engines and AI assistants.

These include performance optimisation, mobile-friendly design, semantic HTML, correct indexing, redirects and Schema Markup.

If that sounds like technical mumbo-jumbo, don’t worry – we’ll take care of it. These are technical tasks which, taken together, make your website easier for both search engines and AI assistants to understand, so that they can read, interpret and present your content.

On-page SEO & GEO

Publishing content for people, search engines and AI systems

Relevant content remains one of the most important factors for your visibility. But these days, it doesn’t just need to rank well in search engines – AI assistants must also be able to understand and use it in their responses.

This places greater demands on how you structure your content. Clear headings, a distinct structure and precise wording make it easier for both search engines and AI assistants to understand the context of the content and answer users’ questions. At the same time, metadata, internal linking and descriptive ALT text still play an important role.

We’ll work with you on the areas where you’re not already an expert. And for the things we don’t know quite as much about, our partners are ready to help you.

When producing the content for our new site, it was a huge advantage to have Illumi's specialists looking over our shoulder and providing constructive input. Both in terms of structure, SEO and at text level.

Marie Gaarden, Communications Manager at Bygholm Agricultural College

Redirects, indexing and AI visibility

Stay visible when changing your domain and structure

Changing your domain, URL structure or information architecture can cost you dearly in terms of visibility. But you can limit the damage.

301 redirects and correct indexing are still crucial to ensure that search engines and AI assistants can find and understand the new pages. At the same time, you need to maintain the context and structure that make your content understandable across systems.

We take care of the technical setup of redirects. We also help you with a logical URL structure, updated internal links, correct indexing, structured content and a clear information architecture. All of this ensures that search engines and AI assistants can continue to find and utilise your content.

SEO & GEO maintenance

How to stay visible over time

Your website is not static. When you publish new content, change the structure or remove pages, it affects your visibility. At the same time, search engines and AI assistants are constantly evolving, and this has an impact on how they understand and use your content.

We help you identify and prioritise the challenges that affect the understanding and visibility of your website – for example, broken links and redirects, a weak information architecture, content duplication, technical performance issues and pages that are difficult for search engines and AI systems to interpret.

You’ll receive a clear prioritisation of what you should improve, so that your website remains understandable and visible in an ever-changing search landscape.