Despite a clear ethical positioning and a curated selection of organic wines, Wein Werte struggles with limited online visibility. A competitor analysis showed that other online wine shops achieve higher Google rankings with similar offerings. The key challenge is to expand reach and engagement while staying consistent with the company’s values of quality, equitability, and sustainability, and relying on a low-budget strategy instead of conventional paid advertising.

The study applies a multi-method approach combining literature review, four expert interviews with SEO specialists and six interviews with marketing and ethics experts. These thematic areas were examined in depth. A SEMrush-based benchmarking of wein-werte.com against competitors and an assessment of social media channels (Instagram, Mastodon, PixelFed) were also conducted. Based on these insights, strategic recommendations were developed focusing on SEO, GEO, ethical content, digital marketing and the selective use of both mainstream and alternative platforms under low-budget conditions.

The analysis shows clear untapped potential in SEO performance, backlink quality, structured content, and visibility in AI-powered search systems. To address these gaps, the strategy is built on three pillars: (1) SEO measures, including keyword optimization, technical improvements, and systematic link building; (2) GEO adjustments to secure compatibility with AI-driven search environments; and (3) ethical digital marketing through transparent storytelling, value-based brand communication, and responsible social media use. Instagram and Facebook are recommended for reach and engagement, while alternative platforms such as Mastodon and PixelFed reinforce the company’s ethical positioning. Consistent ethical brand communication across channels strengthens credibility and supports customer trust. A KPI framework enables continuous monitoring of visibility, engagement, and trust. Short-term actions include technical fixes and keyword integration; mid-term steps focus on blog development, backlink partnerships, and targeted social media content; long-term measures aim to position Wein Werte as a digital pioneer in sustainable online wine retail. The thesis therefore provides a practical