Global People Club Master Class “How to be Found on the Internet”

A Guest Post by Kerstin Schwarz 

Arriving early in Zürich gave me a rare moment to pause before the buzz of the day began. The crisp air, the quiet hum of trams, and the rich aroma of freshly brewed coffee at Sprüngli set the perfect backdrop for what promised to be an inspiring tech gathering. As I sat by the cafè window, I couldn`t help but wonder who else would soon join the meeting – founders, developers, innovators.

This meeting wasn`t just another entry in the calendar; it was an opportunity to connect, exchange ideas, and shape what`s next in the tech landscape. When I first saw the meeting invitation titled “How to be found on the internet”, I thought  – Is this about social media? SEO? Or just a fancy way of saying “Google me”? 

Honestly, I had never heard the term used like that before. In a digital age where we’re all online in some way, I assumed being “found” was automatic. I couldn`t have been more wrong.

Last week in Zürich, I thought I would step into a room full of digital marketers, entrepreneurs, and tech professionals – each nodding along to terms I had never heard before: organic reach, domain authority, local search optimization. But as the meeting unfolded, so did the mystery.

And it started with asking the simple question, “Can they find you”?

In today’s digital world, having a website or social media presence isn’t enough. If your audience can`t find you online, you might as well not exist.

So how do you stand out in a sea of content, competition, and algorithms?

Mustafa Mustafaj showed us clever, scalable ways to boost our online visibility. They revolve around four key pillars – SEO, SEA, Search Engine Marketing, and AI.

The first key pillar, Search Engine Marketing (SEM), is the umbrella strategy. A master plan for getting your brand in front of the right eyes at the right time on various platforms. 

The second key pillar is Search Engine Optimization (SEO). It is about enhancing your content, website, and overall digital presence to improve your search engine rankings. Focus on technical SEO aspects, such as site speed and mobile optimization. Use keyword-rich, high-quality content, backlinks, and social media proof.

The third key pillar is the Search Engine Advertising (SEA). It involves paying for ads that appear in search results. You have an immediate traffic boost, targeted reach by keyword, geography, and audience behaviour.

The fourth key pillar is AI. Use AI to generate SEO optimized blog content. Personalize ads and landing pages at scale.

Underpinning all of these pillars is E-E-A-T, a crucial Google search framework for building credibility and earning visibility in search. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Four key principles Google uses to assess the quality of content and websites. It emphasizes the importance of demonstrating first-hand experience, sharing credible and well-researched insights, establishing authority through credentials and reputation, and building trust with accurate, transparent information. Strong E-E-A-T helps content stand out in search results, making it a vital part of any effective SEO and content strategy.

I went to Zürich thinking this was just another tech event. I left realizing that in today`s world, if you`re not findable online, you might as well be invisible. So I started with a head full of ideas, my own online presence by using the correct hashtags, and creating my own homepage.

If your brand isn’t being found online, it’s not because you’re not good enough—it’s because you’re not strategically positioned. 

Being found online isn`t magic. It`s a method!

About the Author

Kerstin Schwarz is a highly motivated and communicative professional with extensive experience in international corporations and law firms. Born in Salzkotten, Germany, she now resides in Langendorf, Switzerland, with her husband and four children. Kerstin combines her professional expertise with a rich personal background, enabling her to perform confidently both technically and interpersonally.

Kerstin’s career spans over a decade of experience in treasury, executive support, and corporate operations, including work for renowned German tax lawyers and multinational companies. Most recently, she successfully organized her family’s relocation to Switzerland and managed the renovation of a listed heritage property, demonstrating her project management skills and attention to detail.

Her previous roles include:

• Employee Treasury, K+S Aktiengesellschaft, Germany: coordinated audits, monitored liquidity, supervised banking relationships, and improved operational processes.
• Assistant Discipline Engineering, Wintershall Holding GmbH: supported management on projects, optimized workflows, and organized business trips.
• Executive and Department Assistant in top international law firms such as Dechert LLP and Dewey & LeBoeuff LLP: drafted legal documents, managed executive calendars, prepared presentations, and facilitated professional communication with national and international clients and banks.

Kerstin is systematic, analytical, proactive, and solution-oriented, thriving under pressure while balancing multiple responsibilities. She is fluent in German, English, and Spanish, with basic knowledge of French, and proficient in MS Excel, PowerPoint, SAP, Workday, SuccessFactors, ChatGPT, and social media platforms.

Her educational background includes a degree from the Academy for Management Assistants, with international exposure through Fundesem Business School in Alicante and an internship at Clarke, Modet & Co. She also studied at IBS, University of Paderborn.

Beyond her professional achievements, Kerstin enjoys traveling, cross-country skiing, running (half-marathon), and attending the opera, reflecting her well-rounded approach to life.

Kerstin’s combination of technical expertise, leadership skills, and interpersonal finesse makes her a versatile and respected professional in international corporate and legal environments

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