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SEO is an important pillar in digital marketing


What is SEO and why is it important?


SEO stands for “Search Engine Optimization” and is about improving the visibility of your website in search engines. By optimizing content and structure, you can make your page rank higher in the search results. In this post, we take a closer look at what SEO is and why it is so important to keep track of it.

On-Page SEO

On-page SEO is about optimizing parts of your website that are under your control. This mainly applies to content, structure and code. Here are some of the most important factors to consider:

  • Content: It is important that your content is user-friendly and provides value to visitors. Google uses different algorithms to measure whether the content on your page is useful or not.
  • Keyword: By using keywords that visitors search for in your text, headings and other parts of your web page, you increase the chance of ranking higher in the search results.
  • SEO Writing: Writing in a way that prioritizes both search engines and people is an art that requires practice and knowledge.
  • Title tags: These help build context and show the page's relevance in the search results.
  • Website Architecture: A logical structure with internal links and a fast page speed are also important. This helps Google's robots to index your site.
Writing SEO-optimized text on a page and optimizing it

Off-Page SEO

Off-page SEO is instead about building authority and links to your website from other pages. Here are some of the most important factors to consider:

  • Link building: By getting other pages to link to your web page, you increase its authority and chances of ranking higher in search results.
  • Social Media: By being visible and engaging in social media like Facebook, Instagram or TikTok you increase the visibility of your web page.
  • Influencer marketing: Partnering with influential people in your industry can help you reach a larger audience and build authority.
  • Guest blogging: By writing or publishing content on other sites, you can create backlinks to your own web page and thus increase its authority.
It is important to build authority online through link building and social media

Why is SEO so important?

Keeping track of SEO is not only important for ranking higher in the search results. A user-friendly website with relevant content is a prerequisite for visitors to remain on your site and perhaps even become potential customers. By having good SEO, you can also increase traffic to your website and thus increase sales and your online presence.

EEAT - The key to SEO

An important key to SEO that has emerged is EEAT – Experience, Expertise, Authority and Trust. This is in line with SGE.

EEAT is a strategy that search engines use to determine which websites should appear higher in search results.

  • Experience: is about having a well-developed website that offers the user a smooth experience. It requires a combination of visually appealing design and user-friendly content. By creating a website that is easy to use, fast and contains accurate information, the search engines will identify it as a high-quality website and thus place it higher in the search results.
  • Expertise: is about having high-quality content on the website. This means that the content should be written in an in-depth and informative way, with plenty of information and facts. This can be achieved by having experts in the field write the content, or by thoroughly researching a topic and creating top quality content. When the content has the quality that is in demand in your industry, the search engines will rank your website higher.
  • Authority: means that your website is represented by authorities in the industry. This can be through, for example, a proven history of offering high-quality content or by being referenced by other experts or leading industry organizations. When a search engine sees that your website is considered an authority within a certain niche, it will trust the content and thus rank it higher in the search results.
  • Credibility: is important to show the assessment from the users, for example through reviews, ratings and recommendations. This means that your website has a strong relationship with users and that they trust that what is promised on the website is what they will get. It is also important to have a secure website, which has digital encryption and adheres to industry standards.


Having an SEO strategy is essential to ranking high in the SERPs – the search engine results.
On-Page and Off-Page SEO are two important strategies that can help you achieve this.
By optimizing your web pages with good content and links from other relevant websites, you will rank higher in search engine results and get more visitors to your website.

Remember that it takes time to build authority online. Be patient and keep working on your SEO strategy.