The use of internet search engines has steadily increased over the past ten years. It has become extremely important for companies that potential customers can quickly find the company website for specific search terms. This is increasingly true for local service providers as well. Since Google, as the market leader, is an attractive advertising channel, the focus is directed towards it. Methods and systems of SEO and SEM are explained that significantly improve the position of a website and the visibility of an advertisement in Google's search results for locally relevant search terms. The author particularly examines the profitability of these measures using a practical example. Local service companies will receive a guide with this book on how to optimize their web presence and strategically increase revenue and profit.