Search Engine Optimization (SEO) Definition

SEO or Search Engine Optimization is the name of the activity that intends to Google the ranking of a website and rank high in the search results.

What is Search Engine Optimization or SEO?

Search engine optimization, or as it is often abbreviated; SEO is about improving a website’s visibility on search engines such as Google and Bing. Which websites appear at the top of the search engines is determined by algorithms. By optimizing the website based on the search engine’s ranking factors, one can thus increase the chance that the website ranks high in the search results.

Google is by far the largest in with approximately 95% of the market.

Search engine optimization done properly leads to being seen high up in the search engines on relevant searches. This leads to you getting potential customers on the website who can then convert to customers.

In short, it’s good to increase the quality and quantity of visitors that come to your site.

What does search engine optimization mean?

Search Engine Optimization (SEO), are techniques used to optimize a website so that it is better visible in the search engine results.

Because search engines use algorithms to rank websites, search engine optimization can improve the chances of appearing high in the search results.

How Search Engine Optimization Works

The search engine algorithms are constantly evolving, but the two basic principles have always remained and are the crucial two concepts for succeeding in ranking on the front page of Google and other search engines:

1. On-page SEO

On-page SEO – The content of your site and the design of a website

Focus on the right keywords and their related keywords
Make changes to existing material to match these keywords
Regularly updating the page with new material related to these keywords
Have a good and clear structure of the page and its internal links

2. Off-page SEO

Off-page SEO – Links from other websites

  • Building a qualitative link profile from websites that are related to your content
  • Have an active presence in social media
  • Have content that is attractive for visitors to intercept and want to link to

… And the rest is about strategy, different techniques and fingertip feeling – Search engines use over 200 different “signals” when evaluating websites.

And every year up to 400 different adjustments are made.

Keyword analysis

Of all the keywords / phrases used during a full day by a search engine, about 25% are completely unique. I.e. these search terms have never been used before.

Of course, it would be catastrophic to start search engine optimization for any of these terms, as it may at most lead to one new visitor a month.

What you can do instead is through different tools and based on which niche you are in. Pick out the keywords that are most searched for and sort them into different keyword groups.

A keyword group can e.g. look like this.

  • Dentist
  • Dentist LA
  • Teeth whitening at the dentist

Search Engine Optimization Tips for Your Website

One of the most common questions out there are “How do you work with SEO?”. I have to answer that, but first and foremost we have to do something really fun. Namely, I will set achievable goals for your search engine optimization.

Data is A and O in all internet marketing. If you do not know how a website performs today in terms of visitors and conversions, then you do not know if the search engine optimization has worked or not.

If we assume that your goal is to get 100 leads per month from your website, it is important that you know how many visitors you have, where they come from, and how many leads you have today.

If you now get 1000 visitors from Google and 20 leads every month, you need 5x more visitors to reach your goal provided the conversion rate is the same.

Today: 20 leads = 1000 visitors = 2% conversion rate

Target: 100 leads = 5000 visitors = 2% conversion rate

The first step in planning that will lead to more visitors is to create new content on the website and optimize and expand the content you have.

Optimization with the new keywords

In order for a website to be able to rank high for e.g. the word dentist, it must reasonably be about just dentist.

Usually you can focus on optimizing your homepage according to the keyword you most want to rank high for (which is also usually the keyword that has the most competition).

You then build on / optimize the rest of your page so that there is a so-called landing page (a page that has text material, headings and images focused around a keyword).

Sometimes you can use existing pages that are already on the website and optimize them, otherwise you may need to create completely new pages.

Plan new relevant content & keyword research

How do you know what to create relevant content around then?

Well, we look at 3 different things:

1. Design the content according to your goals

If you magically got 5,000 people to stand outside your store or office every month and who want to read what you wrote or created related to your industry.

What had you written about then and what had been their next action after they read or skimmed through what you wrote or created?

You often have several different goals. Because of 5,000 visitors, only a few percent will be ready to shop or contact you right now.

So you want to be seen on searches where you can convert visitors to customers and you often want to be seen on more informative searches where the goal is, for example, to collect an email address.

An example of this is the search “masseur in LA”. If you rank high on such a search phrase and you are a masseur in LA, it can probably lead to new customers.

Being seen on “what is a masseur” on the other hand is not as valuable.

However, the keyword “cure back pain” can be a good informative keyword where the goal is to collect an email address from the applicant so you can then continue your digital marketing via email or remarketing.

Select X number of topics you want to write about where you think through what the applicant is looking for with their so-called “search intent”.

2. Identify how people search & select search phrases

Let’s say you think that your super method of how to cure back pain with the help of snails is great (totally made up), so you need to look at how many people actually seek to “cure back pain with snails”.

If no or very few people apply for that topic and you have a low ROI (return on investment) per customer, it is probably not worth it.

If, on the other hand, it is only popular with a small group of financiers with large wallets and a few treatments per month resulting in a good ROI, then it may be worth it.

It is not possible to generalize here, but you need to make a calculation that provided that your conversion rate is, for example, 2%, you get X number of new deals, which liter to X $ in profit.

To find out the number of searches per month, you can, for example, use the Google Ads Keyword planner.
Select 2-3 main keywords per topic.

3. How high is the competition on the subject?

Now we want to know if you have a reasonable chance of actually coming up on the first page of Google on the right keywords with the help of search engine optimization.

For example, if you are at a hotel in LA or sell sneakers online, I would not invest in keywords such as “hotel LA” or “buy sneakers”.

Without I had taken a closer look at the competition around “hotel in Santa Monica” or “buy yellow sneakers”. If you are an accounting firm, on the other hand, it matters less and you can invest in, for example, an accounting firm in Santa Monica, Beverly Hills, Long Beach and etc.

To find out what the competition looks like, the best tool today is Ahrefs and is used by most people in the SEO sphere.

To keep in mind all the time is that Google sees each subpage as its own “part” of the internet. If you have written a super interesting guide that many links to even though your website is generally not visible on Google, you can still rank high on that particular page.

Here are some of the things you can look for:

  • Look at what results come up. Do you see the keywords in all the blue titles? Or are there more who seem to show up anyway?
  • How high is the UR (URL Rating) of the pages that rank and how high is yours? You will be able to increase your UR using external and internal links. But a good measure is that if very few have 0 in UR on the front page, the keyword can be difficult to optimize.
  • How high is the DR (Domain Rating) of the websites? And how high is yours? Are there sites with low DR or do they all have higher than you? This figure plays less of a role than UR but should be taken into account.
  • One should not put too much emphasis on these numbers because Ahrefs does not know exactly how Google’s algorithm works and that how to design the content itself is very important but it is a very good help.

The invisible SEO code

The structure of a website at the code level can vary greatly. You can come across websites that are both well built and “search engine friendly”, but also websites that can be downright catastrophic, where the search engines have huge problems to even be able to index most of the existing pages.

When the code is so poorly structured that a search engine can not even index the pages, no SEO work in the world can help you rank well.

As mentioned, search engine optimization consists of two main parts: On-page SEO and Off-page SEO.

Even though Off-page SEO is the most important part, the On-page part must still be approved.

External links

In its simplest form, a search engine sees links from other websites to your website as “votes”. Just like all forms of voting, the person who received more votes then wins.

Off-page SEO works in a similar way. Unfortunately, it is far from as simple as it may sound. Once upon a time, it worked almost this way, but today search engines have become considerably smarter.

Today, not only do the search engines count the number of links, but also check the type of links that point to your website.

Some of the factors that consider how good a link is to your website:

The prestige / credibility of the website that links to you.

A link from NASA’s website weighs significantly more than a link from a completely new blog, started by an unknown person and which mostly contains a lot of poorly written articles.

The best SEO tools

  • Ahrefs – One of the largest analytics tools for search engine optimizers.
  • Majestic SEO – Another great analytics tool for SEOs.
  • Google Keyword Planner – A free tool to see how many searches different keywords have on Google. You need a Google ads account to use the tool. Works just as well for search engine optimization.
  • Google Search Console – A really good tool for being able to see how your website is performing on Google. Totally free.
  • Google Analytics – Needs no further explanation
  • WordPress – A common question is whether WordPress is a must for SEO. It is absolutely not and Google does not care which CMS system you use. However, there are tools such as Yoast SEO that make certain things easier to change. So in this way WordPress can be good.

Can you use Social Media to improve SEO?

Social media is something that has completely exploded in recent years with sites such as Facebook, Twitter, Google+, Youtube and more.

From a search engine perspective, however, they still count as “regular” websites and do not give an extra boost as has long been thought.

However, these social media sites fill so much more than just being a page to get a link from. Almost everyone currently has a Facebook account.

Having a popular and active company account will then benefit you considerably.

You will get feedback from your customers, can create competitions, and strengthen your brand by being active and communicating with your customers, which is much appreciated.

Frequently Asked Questions & Answers

1. What is meant by search engine optimization?

Search engine optimization is about using strategies to rank better on Google.

2. What technology do search engines use to crawl websites?

Search engines use so-called “spiders” to search the Internet for new and updated pages. Make sure you do not have a “no-index” tag on a page.

If you want a site to be indexed faster then you can ask someone to link to it.

How long does SEO take?

An important question with an answer that follows: it usually takes around 8 to 12 months. Mainly there are a number of reasons that affect the time to rank on Google:

  • Website authority and number of links
  • Website age (takes longer for new pages)
  • The competition for the search phrases
  • Website quality and content
  • Often when you talk about SEO, you talk about time for ranking in terms of months and quarters. Then it takes longer the shorter a search phrase is, after which “long tails” is a classic strategy for new websites to get traffic quickly.

The time to rank for SEO depends on competition as well as the website and content quality and optimization. Count on months in the beginning before you see results.

Important for new websites (SEO)

For start-up websites, an SEO strategy and planning should be done as early as possible. Preferably before the website has even started to be designed.

This is because several hours / weeks are saved on doing the right thing from the beginning, instead of having to take a total review of an existing site.

Of course, not all companies think SEO or even know the meaning of the word when they let their website be developed.

But if you are in the starting blocks for a launch of a new website, you should not hesitate regarding a proper SEO strategy.

Also benefits established websites

Established websites can often end up in a stage where they more or less stand still.

A kind of SEO plateau effect. The number of visitors and revenue has begun to level out and it feels difficult to succeed in “taking the next step”

It may be worth the time to go through the whole site in detail again to find new opportunities for SEO optimization, which can take it all to the next level.


What can I do to speed up SEO?

What you can do is develop and optimize your website as much as possible. Make sure it loads fast, has optimized and compressed images.

That you choose good search phrases with good potential to rank for. You should also work on getting good links and encourage visitors to share the website and its links.

Rank faster through more links, better content and a technically and SEO optimized website.



This article has been reviewed by our editorial board and has been approved for publication in accordance with our editorial policies.

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