What is SEO?

SEO stands for the term search engine optimization. In short, it is the optimization of a web page so that it appears at the top of search engine results. The biggest search engine today is Google where about 90% of all searches are done.
Other search engines such as Bing and Yahoo account for the remaining 10%. There are currently more than 200 ranking factors that Google uses to rank a website. Then Google ranks the content based on what is considered most relevant to the search term.
It is foolish to think only of search engines when optimizing a website's SEO and its content. If you focus on the user first and then optimize the content, you will get better results from your SEO efforts.
These factors have varying importance and impact on the rankings, with some playing a much greater role than others. You can read more about what Google has to say about SEO here.
For Google, quality is crucial. Therefore, if your content uses the language used by Google's bots and follows SEO best practices, you are well on your way to increasing website traffic.

Is search engine optimization (SEO) profitable?

The short answer is: Very effective! Overall, SEO and SEM show a very high return on investment (ROI), compared to other marketing activities.
However, it is not equally effective for all industries, although it is increasing in all industries. If you know that customers are searching for your company's services on Google, you can count on high Google rankings, a good strategy and an effective sales website can generate good results.

What is the difference between SEO and SEM?

Since this is a guide to SEO optimization, we won't go into detail about SEM, it stands for Search Engine Marketing. Examples of SEM are Google Ads and Microsoft Bing Ads.
SEM stands for Paid Advertising
SEM is about creating ads for search terms so that you appear in the search results. For Google, you appear above the organic results or below. Usually 3-
ads appear above the search results. For these ads you pay per click.

Important SEO terms to know:

There are a number of different terms to be aware of when it comes to SEO optimization. Knowing them will help you build your knowledge and it will be easier to follow this SEO guide.
SEO - Search Engine Optimization or Search Engine Optimization
SEM - Search Engine Marketing, or Search Marketing (eg Google Ads)
Unranked/Paid Traffic - is what SEO generates and is a result that exists around conversions
SEM – is related to a lead, purchase, call or inquiry on the
On-page site – any activities performed on the site that will improve the SEO of the site
Off-site – are off-site activities to increase site ranking
Links - this is when someone links to your site from an external site

What is a search engine?

Search engines like Google and Bing can be compared to answering machines. Their job is to provide answers to questions when someone searches on a search engine.
Its main function is to find, understand and sort all the content on the web and then display the best and most relevant search results when someone searches.
Good structure is key
Search engine algorithms consider several key factors on a web page. It includes, among other things, page title, content, keyword frequency, usability, and then provides an organic rating for that page.
Having a good structure on the site with clear categories and content helps Google rank the site.

  1. Crawl: Search the internet for content, crawling the code and content of each domain/web address found.
  2. Indexing: store and organize poll content. Once the content is indexed, it starts to rank in the search engines.
  3. Ranking: If your content is relevant and top performing, you will rank well. Google ranks content based on what is most relevant or least relevant.

What should I focus on?

It's easy to get lost when you want to start optimizing your content for SEO. What is really important? Well, the most important thing is the quality of the content and the choice of the right keywords.
1. Develop landing pages
2. Create valuable content
3. Optimize text and images
4. Optimizing website speed and technology
5. Work to get organic links

The point of SEO is that it is not a one-time effort. You have to work continuously to get good results. Therefore, think long-term with your SEO.

Step 1. Choose your keywords and phrases

Let's say we want to be seen by people to "buy shoes online". Then we started optimizing our website for this semester. Using keyword tools, we then selected keywords that had good volume and were not too competitive.

We used this term about 10 times out of 500 words in our SEO text and chose to optimize URLs, images, meta titles and H1s and H2s afterwards.
Choosing the right keywords for the purpose
We also ensure that the site delivers what the search terms and visitors intend. If someone searches for Nike shoes and we show Adidas shoes, intent has little to do with the results we give them. So that's where you should work with landing pages.
Here you can learn more about choosing search terms and performing keyword analysis.

Step 2. Choose your URL based on the search term.

If you are going to sell a product on your entire website, it is important that the URL/domain has to do with that particular product.
If you are going to have a lot of products, it is important to have a niche and then you should have a domain name that points against that target group and niche name.

Step 3. the content should have H1's. with keywords

Your website titles are ranked by Google. The most important title for SEO is your H1. Then comes H2, H3 and so on. The best practice for H1s is to incorporate search terms into your H1.
The title helps Google and other search engines understand the structure of the web page. H1 is arguably the most important for the most important search terms.
Uses only one H1 per page
So we could have written: "SEO in Swedish". Be careful not to keep it too long and only use H1 once on the site. Google doesn't like multiples.

Step 4. Optimize your images for search terms

The next step is to compress and make your images as small as possible and optimize them for the search term you want to display. However, it is important that the image actually shows SEO and not something else. Replace the image's alt tag with "buy shoes online". The combination of compressed and optimized images increases the chances that your images will rank well in Google search results.

Step 5. Write great content

Don't Over-Optimize
Search Terms As with all search engine optimization, you need to be careful not to "over-optimize". It must be clear to Google what the page is about and which search query it answers. However, it is important not to "spam" the website with over-optimized search terms, links, content and images.
Persuasive Writing
One of the most important things is writing good content for your website. Captivating writing and great value. If not, why would anyone read or buy from the company?
In fact, you can have an extremely good technical site with tons of links and still not rank high on Google! Why? Well, you have "content" which is unfortunate.

Step 6. Write your Meta Title & Meta Description

The next step is to write and define your meta title and meta description. Only the meta title is a ranking factor for Google. However, the meta description is an indirect ranking factor as it increases the click-through rate (CTR) in your results and thus becomes a ranking factor as well.
The meta title is the blue thing that appears in Google search results and must be between 50 and 60 characters. If it is longer, Google does not show all results, but shows (…). It's important that the meta title uses the search term(s) you want to rank for and makes your results clickable.
The meta description is under the meta title and is an indirect ranking factor. Here it is important that you write a description that contains the search term, because then the search term will be bold. It can contain up to 300 characters. But you also think that the description must be a call to action and click!

Step 7. Continue SEO optimization

Once you start getting good rankings for your site, you don't need to start relaxing, but your content needs to be optimized and constantly updated.
Because remember that Google strives to show the best results at the top of Google and that means if a competitor gets a better result, Google will rank their content and lower your content.