About us

underLab has been building online systems long before the web became fashionable. Our background goes back to the 1990s, when digital work meant multimedia CD-ROMs, custom applications, and solving problems without ready-made platforms. In 1999, we built one of the early database-driven B2B systems, at a time when most websites were static and experimental.
That long technical path matters. It shaped how we think, how we design, and how we judge new technology. We never learned the web as a trend. We learned it as infrastructure.

Experience that shows in the details

Over the years we have designed, coded, tested, broken, rebuilt, and improved hundreds of websites and systems. We come from a generation that had to understand code, servers, browsers, and search engines from the inside, not through dashboards and promises. This is why we are comfortable talking about performance, structure, indexing, and long-term SEO results. Not as slogans, but as engineering and content decisions. We were there when “first on Google” was not a marketing phrase, but a technical outcome. At the time, it worked because the web worked differently. Today, the rules are more complex, and we adapt accordingly.

never mind the old claims…
we explain what works now

Deep roots in SEO and search behaviour

Search engine optimisation was never a separate service for us. It was part of how things were built. Clean code, readable structure, logical navigation, simple HTML, and content written for humans first. These principles survived every algorithm change. We have dealt with real problems: blacklisted domains, broken indexing, legacy systems, poor content decisions, and technical limitations imposed by older platforms. Fixing these things requires experience, patience, and a clear understanding of how search engines actually read and evaluate a site. Our approach to SEO today is calm and realistic. No shortcuts. No tricks. No dependency on temporary tactics. We focus on structure, clarity, intent, and consistency.

Focused on tourism, by choice

For many years, underLab has worked almost exclusively with small and medium businesses in Thessaloniki and Halkidiki. This focus was never accidental.
Tourism has specific challenges: seasonality, time pressure, mobile users, OTA dominance, and decisions often influenced by family members rather than marketing teams. We understand this environment because we have been inside it for a long time. We deliberately stayed small and local. That allowed us to work closely with owners, understand real constraints, and avoid generic solutions designed for large chains or international markets. Most of our clients are not interested in buzzwords. They want clarity, stability, and results they can understand.

Never charmed by social media

We have seen social media rise, and reshape itself many times. We are waiting for their spectacular fall! We use it when it supports visibility and trust. We never treat it as a substitute for a solid website, a clear message, or a proper booking path. Likes, followers, and impressions are not business goals. They can help, but they can also distract. Our role is to keep focus on what actually supports enquiries, bookings, and long-term presence.

Adapting to new technology, without losing direction

We adapt quickly to new tools and platforms because we are not afraid of technology. We read documentation. We test. We break things in controlled environments. This is how we approach AI, automation, and large language models today. We are ready for the changes that AI brings to content, search, and decision-making. At the same time, we are careful. Tools change faster than businesses. We use AI where it saves time, improves consistency, or supports better decisions. We don’t use it to replace thinking. The future of online presence will be shaped by AI and LLMs, but structure, clarity, trust, and intent will remain essential. Our job is to connect these worlds without confusion.

How we design and build

Our design philosophy is simple: do not make the user think. Pages should load fast, explain themselves quickly, and guide visitors naturally. Three clicks to reach what matters. Menus where people expect them. Content written to be read, not scanned for keywords. We design for real people, including older users and non-technical visitors. Accessibility, readability, and simplicity are not optional. They are part of performance.

Who we work best with

We work best with business owners who want to try to understand what is happening online, even if they don’t want to manage it themselves. People who value honesty over excitement and long-term stability over quick wins. If you are looking for guarantees, trends, or aggressive promises, we are probably not the right partner. If you want calm guidance, technical depth, and solutions built to last, we should talk.

Looking ahead

underLab is part of Porto Scuba IKE now. Continues to evolve, just as it always has. New tools, new challenges, new expectations, additional people. The foundation remains the same: experienced people, solid code, clear thinking, and respect for the reality of small businesses.

No shortcuts. No noise. Data analysis. Use only what works.