Haarlem · Netherlands
SEO experts based in Haarlem
Search optimisation is more than copywriting. MG Software fixes the foundations: fast pages, correct indexing, structured data and scalable content architecture.
Our own site is the laboratory: the same practices we ship for ourselves, we apply for clients. No theoretical advice, but proven techniques we measure daily.
Where most SEO agencies stop at a report with recommendations, we are just getting started. We are developers who actually implement the technical changes: from server-side rendering and lazy loading to schema markup and crawl budget optimisation.
What we do
Technical audit
Systematically find and fix crawlability issues, redirects, canonicals, sitemaps, rendering and indexation problems.
Core Web Vitals
Structurally improve LCP, INP and CLS. Not just lab scores, but real-user metrics from Chrome UX Report.
Structured data
Schema.org markup that helps search engines understand your content: FAQ, Product, Service, Article.
Content architecture
Internal link structure, topic clusters and URL hierarchy so link equity flows to the right pages.
Programmatic SEO
Scalable content models when they fit your strategy: location pages, comparisons, integration guides.
Monitoring & reporting
Search Console, Lighthouse CI and crawl stats tied to clear KPIs with monthly reporting.
Our SEO process
A good SEO engagement does not start with writing content, but with understanding where the opportunities are and what technical foundation is needed.
Intake
We discuss your goals, target audience, competitors and current SEO performance. Which keywords matter? Where do you want to be in six months? This conversation forms the foundation for everything that follows.
Audit
A technical review of your site: crawlability, indexing, performance, content structure, internal links and backlink profile. The result is a prioritised list of opportunities sorted by expected impact.
Implementation
We implement the technical improvements: meta tags, schema markup, cleaning redirect chains, sitemap configuration, image optimisation and server-side rendering where needed. No report you have to execute yourself.
Content optimisation
Existing pages are strengthened: better titles, more relevant headings, enriched content and internal links that send the right signals. New content is only created when there is a clear search intent behind it.
Monitoring
Monthly reports with position changes, crawl statistics, organic traffic and technical health. We use Search Console data, Lighthouse scores and our own crawl tools to measure progress and adjust course.
What SEO delivers
The beauty of organic traffic is that it compounds. Every page that ranks well attracts visitors without you paying per click. Over time those pages build authority, reinforce each other through internal links, and it becomes progressively easier to rank for new keywords. That is fundamentally different from ads where traffic stops the moment you stop paying.
We see with our clients that a targeted technical SEO investment measurably reduces dependency on paid advertising. That does not mean you should stop advertising, but that organic traffic will form an increasingly larger part of your total traffic. And that traffic often converts better, because the visitor was actively searching for what you offer.
The return on investment of SEO is hard to predict in exact numbers, because it depends on your market, competition and current position. But the pattern is consistent: the first three months are investment, then growth begins, and after six to twelve months you have a channel that structurally delivers traffic without ongoing cost per visitor.
Common SEO problems
These are the four problems we encounter most often with new clients. Usually a combination of these factors is the reason a site underperforms.
Thin content
Pages with too little text, no unique value or content so generic that Google sees no reason to favour you over a competitor. The solution is not writing more words but giving better answers to the question behind the search query.
Missing structured data
Without schema markup your site misses rich snippets in search results: stars, FAQ accordions, pricing information and breadcrumbs. Those visual elements significantly increase your click-through rate, and implementing them is relatively straightforward.
Slow pages
Core Web Vitals have been a ranking factor since 2021, and Google is getting stricter about them. Large images, render-blocking scripts, too many third-party tags and slow server response times are the usual culprits. We fix this at code level.
Poor internal linking
Many sites have pages that barely receive internal links, causing Google to consider them unimportant. A good internal link structure ensures that link equity flows to your most important pages and that Google understands the hierarchy of your site.
What an engagement looks like
We start with a technical audit: crawlability, indexing, performance and content structure. That produces a prioritised list of opportunities sorted by impact.
Then we tackle the biggest levers first in short cycles so you see results quickly. Every month you receive a report with measurable progress: position changes, crawl stats and organic traffic.
A typical engagement lasts three to six months for the technical foundation, after which we shift to ongoing optimisation. SEO is not a project with an end date; it is ongoing competition.
Local SEO in Haarlem and surroundings
As a company based in Haarlem we have particular expertise in local SEO for the Kennemerland region and the Randstad. We know the local market, the competition and the search patterns of people looking for services in this area. That enables us to develop hyper-targeted strategies that match how potential customers in your region search.
Local SEO is about more than a Google Business Profile. It involves consistent NAP data (name, address, phone) across all platforms, local backlinks from relevant businesses and organisations, and content that specifically addresses local search intent. We help you with all of these elements.
For businesses that want to be visible both locally and nationally, we combine local SEO tactics with a broader content strategy. That way you rank for 'software company Haarlem' and simultaneously for generic terms like 'custom app development' or 'bespoke software'. That combination delivers the broadest reach.
SEO tools and technology
We use a combination of our own tooling and established platforms to measure and improve SEO performance.
Google Search Console
Indexing and search performance
Lighthouse CI
Automated performance audits
Screaming Frog
Technical crawl analysis
Ahrefs / SEMrush
Backlinks and keyword research
Chrome UX Report
Real-user Core Web Vitals
Schema Validator
Structured data validation
Custom dashboards
Custom-built reports
Next.js / React
Performant frontends
Why MG Software for SEO?
Engineers, not marketers
Our background is software engineering. We fix performance at code level, not with plugins or temporary patches.
Our own site as proof
Everything we recommend we first apply to mgsoftware.nl. From pSEO architecture to schema markup: you can inspect it.
Local base, national reach
Based in Haarlem with clients across the Netherlands. In-person meetings when needed, remote delivery as standard.
No long-term contracts
We work on results and trust, not annual contracts. If it does not work, we stop.
More on mgsoftware.nl
Explore our services, knowledge base and blog for articles on software and discoverability.
Frequently asked questions
What is technical SEO?
Technical SEO ensures search engines can crawl, understand and serve your site quickly. Think indexing, structured data, performance (Core Web Vitals), internal linking and clean redirects.
Why MG Software as an SEO partner?
We build and optimise software every day. That engineering lens drives real performance gains, not only copy tweaks. Our own site demonstrates the playbook.
Do you only serve Haarlem?
We are headquartered in Haarlem and work nationally. Local proximity helps for workshops; remote monitoring and releases work well.
How do you measure success?
We tie Search Console, analytics and lab metrics to clear KPIs: visible CWV improvements, crawl health and organic traffic where realistic.
Do you handle content too?
Yes, aligned with technical foundations and information architecture. Large production can stay with your team; we provide structure, templates and QA.
How do I request an audit?
Contact us via /contact with your domain and goals. We reply with scope and timing.
How quickly will I see SEO results?
Technical improvements like faster load times and resolved crawl errors often show impact within two to four months. Rankings typically improve in three to six months depending on competition and the current state of your site. We set realistic expectations and report monthly so you can track progress.
What does outsourcing SEO cost?
That depends on scope: a one-time audit costs less than ongoing support. We work with transparent proposals based on hours and deliverables, not vague monthly packages. After a short conversation we provide an estimate that fits your situation and budget.
What is the difference between technical SEO and content SEO?
Technical SEO focuses on the infrastructure of your site: load speed, indexability, structured data and error handling. Content SEO is about creating valuable content that matches search intent. You need both. Without solid technical foundations the best content will not perform, and without relevant content a perfectly built site has little to rank for.
Do you also do link building?
Link building is not our primary service. We focus on technical optimisation and content foundations because they create a more sustainable base. Of course we make sure your site has link-worthy content and strong internal linking. For active link building campaigns we can refer you to specialised partners.
Can you help with Google Ads alongside SEO?
Our focus is organic visibility. We can advise on how SEO and SEA complement each other, for example by using keyword data from campaigns in your content strategy. For setting up and managing ad campaigns themselves we refer you to an Ads specialist.
How do I know if my current SEO agency is doing good work?
Look for concrete results rather than just activity reports. Ask for insight into Search Console data, visible Core Web Vitals improvements and which specific technical issues were resolved. A good agency explains why they do something, not just what. If you are unsure, we can provide a second opinion based on a short audit.
Make your site perform better
A short conversation is enough to determine if we can help. No sales pitch, just an honest look at your site.