What is SEO?

Search engine optimization is a critical part of marketing your products or services online. By applying optimization of the content on the page and building a network of good links to your page, you improve your positions on keywords that potential customers are looking for. Google uses algorithms to determine how well your page is structured, what quality the content is on and what keywords the page should be visible on. By adapting to Google’s guidelines when writing your content and checking the development of your keywords, you will be able to take advantage of a larger share of converting clicks from those organic searches.

In Sweden, there are about 55 million searches every day and over 97% of those searches happen on Google. It can be about information and reviews of products or services. About companies and high-ranking people or just about a good recipe for dinner! By being better visible on what your visitors and customers are looking for, you get a stronger trust through recognition and a higher number of converting clicks on your website.

Customer example

Let’s say that we will work with a hair salon in Kalmar that offers several hair care products and different types of treatments. A hair salon earns the most from customers who visit their salon and order a treatment or ask for recommendations for a hair care product. Their website acts as an online flyer where they gather all the information about their services and products sold in the salon. Because their business is so locally based, it is not worth it for them to invest in general search terms such as “hairdresser” or “hair care products”. Instead, they would see a much greater degree of conversion from opting for local keywords like “hairdresser Kalmar” and “hair care products Kalmar” where their actual customers are.


Onpage optimization concerns changes on the website such as changes in content, headings, images, structure, etc. Optimization of meta-data such as title and description is also included in the onpage optimization. This is one of the most important things to appear on keywords and create relevant content. You look at how often the keyword for the page is used in the content, the context and how to work in new content that makes the page even more relevant to the page's keywords. Google's algorithms for determining the relevance of the page's content are constantly updated and therefore it can be difficult for companies themselves to keep their website updated to the latest guidelines. If you do not keep track of what changes are made, you risk losing your positions and you have to work harder to get back to the first page of the search engine.


When you have your "onpage" optimization under control, there is also "offpage" optimization that you should be aware of. This means building links to your site from other sites that Google finds reliable and relevant to your business. Here are e.g. a link with the word Pool. Some links on pages work better than others and some can actually affect the page negatively. For a business, it can be difficult to know which sites provide good versus bad links. Some technical knowledge and experience of Google's algorithms may be required. While onpage optimization is limited to what you can do on your site, offpage optimization is the biggest part when it comes to improving positions on your keywords.

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