The definitive SEO guide [2023]

What’s the first thing you do when you need ideas for a project?
Or what about when you need to buy a new product?

Our guess is: You’re using Google.

But did you know that 59% of people who buy goods over the internet actually research and search the product before they buy it, just to make sure they are getting the best product.

When people buy products over the internet, Google is the place everyone goes. They Google the product or service. It’s that simple.

For that reason alone, it’s fair to say that if you or your business doesn’t have a presence on Google, your business won’t survive in today’s competitive market.

In this guide, we will try to develop a strategy that will create a presence among your competitors on Google in the short term.

You will learn what SEO works and what YOU need to do to get your website on Google and beat your competitors.

But before we begin, I want to make one thing clear.

Currently, there are a lot of guides and resources out there on the internet about how complex SEO is. This helps to scare people away from search engine optimisation because it gets too technical and the focus is often on the advanced topics. And so most guides go no further than theory, forgetting the practical.

I can guarantee you one thing, and that is that this guide will give you concrete advice and guidance on how to create the best possible SEO results.

This guide will break down SEO into the key topics that we think are most important to get right. In addition, the guide will show you how to create a successful SEO strategy that you can adapt to your business.

What is SEO

It’s quite often that people ask what SEO is, and there are a lot of definitions of the term. In its simplest form, SEO is a strategy to ensure that when someone searches for your product or service on Google, the goal is for your product or service to show up.

In short, SEO helps do two things. It increases your presence and visibility on Google.

Presence is crucial when talking about SEO. If you don’t have an SEO strategy, customers won’t find you. Google’s search engine algorithm determines where on Google your website should be ranked. It can be either on the first page, the second page or for that matter, on the last page.

Visibility is the most important factor in SEO. Visibility is about where your website ranks on Google search results. With high visibility, your website is ranked high on Google’s search results. With lower visibility, it means that your website does not appear among the top websites on Google’s search results, and thus not visible to searchers.

Both presence and visibility are crucial factors in achieving good success in SEO. If your website has both a presence and visibility on Google, you’ve guaranteed your business traffic and revenue .

However, there is a more – and quite important – reason to use SEO.

If you decide to use SEO, you not only strengthen your company’s brand/identity, but you cover the entire buying process.

Let me explain to you what is meant by that.

With search optimisation, you have the opportunity to influence the searcher from the moment they find your product or service until they actually buy it.

A study shows that 51% of “online shoppers” use Google to research a purchase they have planned in the future. More than ever, online buyers are using Google search to find a product, research the product and buy the product.

If that wasn’t enough to convince you that online shopping is the most popular way to make consumer purchases, another study by the Confederation of Danish Enterprise shows that Google is B2B’s best friend. The figures show that 64% of buyers use Google to research.

But the big question is: How does the searcher find your business?

Let’s go through it together.

If the searcher does not know about your company before searching for something specific, he/she uses Google to gather information about the problem/need they have. Some searchers even go so far as to find potential solutions to the problem.

They then use the reviews to go through the options and often end up on social media to read people’s own comments before contacting the company.

As you can read, your business only really has a chance of being seen if you show up high on Google’s search results. Without a presence on Google search results, your business is non-existent to potential and current customers.

How does Google work?

To get started with SEO, you first need to understand the basics of SEO. The first thing you need to understand about Google is that it’s a business. Well, Google makes it a lot easier for all of us by passing on the best information and knowledge, and it connects us all. We have all the information, knowledge, resources and materials right at our fingertips. The only criterion Google has is that we enter a topic or keyword into the search engine, and the rest is up to Google. In other words, Google has helped improve the world, but that’s not the only reason they exist. Google is a trillion dollar business that profits from us. It’s that simple.

Displaying the best, most relevant content on search results is not just a small part of Google’s business, it’s actually their core business. Google has found out the hard way that when the search engine displays the wrong information to the searcher, the searcher chooses to go to Google’s competitors rather than try and search in an alternative way. And when that happens, it results in fewer searchers hitting Google’s pages and thus less revenue.

It is therefore in Google’s best interest to display the most relevant and up-to-date pages on the first page, so that they satisfy the Google searcher.

But how does all this happen when someone uses their search engine?

Let’s go through the process together.

When you search on Google, what Google does is scan millions and millions of pages on the internet to find the best content for you. Google calls this scanner “The GoogleBot”. This “GoogleBot” filters and removes all the bad and spammy content so you don’t end up on those pages.

Then, after you’ve searched for a given topic and pressed enter, the Google magic starts. Using Google’s algorithm – which is a complex system – Google’s algorithm ranks and evaluates which pages should be ranked from 1-10.

It is still unknown what exactly Google uses to rate and rank pages, but there are two criteria – relevance (timeliness) and popularity (trustworthiness).

In the final stage, Google uses the data you submit to them – for example, how long you spend on that page – to assess whether the pages Google has shown you meet your need or problem. That is, if a page ranks fifth in Google’s search results, and every time someone clicks on the page but leaves in the same second, it sends a signal to Google that the page is not relevant and popular. However, if those searching on a specific topic actually spend time reading the content on the page, Google perceives this as relevant and popularly. And for that reason, Google is moving the site higher up on Google’s search results.

In other words, it is essential that when you create content for your website, it is good, relevant, timely, useful and fulfils the purpose of the site. If customers land on your page but choose to leave without reading the content, it hurts your SEO. But if it’s relevant and popular content, Google will move your page up Google’s search results and more people will see your page.

Google is only your friend if you actually care about your customers and the content you show them.

Do I need SEO?

Yes. Or it depends a bit on the situation.

We can at least guarantee one thing. If you manage to get your website to the top of Google’s search results, you’ll see a big increase in customers and revenue.

SEO is a different form of marketing than anything else. It is marketing tool that can maximize the full potential out of the business.

If you have a website that looks neither professional nor unprofessional, but is an average standard website that you often come across today, it has no impact on SEO.

Even if your website offers a service that your competitors also offer, and at a better price, it has no impact on your SEO. People opt out of your competitors’ websites because you’re at the top of Google’s search results.

If you have a great product that people are already aware of and care about, it kind of goes without saying how much growth potential your website has if time is invested in SEO.

SEO has never been more important for businesses than it is today. Customers rely on Google’s search engine to find trustworthy businesses that offer products and services aimed at them.

For whom is SEO not suitable?

If you don’t have a website yet, you obviously can’t work on SEO.

This guide assumes that you either have a website or have considered having one made. Because without a website, it’s impossible to start SEO.

First of all, let’s establish a few things. We don’t want you to invest a lot of time and money in something that won’t actually pay off in the long run. SEO takes time to implement. SEO also costs money to implement. Search engine optimisation is not for every type of business either. However, a large number of companies choose to jump into SEO, even though Google Ads or Facebook advertising is a better choice for their business.

Together, let’s make sure you don’t end up in that situation.

If your business offers a product or service where time is of the essence for the customer – for example, a personal assistant – then your business will be better off with a Google Ads strategy.

This is because in these situations, the searcher often chooses the fastest and most popular answer in search results. And these are often the pages that rank highest in search results. People either quickly search for so-called companies on Google, or they already know a company that can meet the need they need solved. And that’s nine times out of ten Google Ads.

So, before you even start on your SEO journey, make sure you do all the necessary groundwork to ensure your business gets the best possible SEO results.

If you are still in doubt or don’t know where to start, feel free to email us at and we’ll be happy to check your site so you don’t spend a lot of unnecessary time and money fixing bugs.

How fast does SEO work?

So how long does SEO take?

Good question. Many will feel a bit frustrated and disappointed by our response, but here you go.

Answer = “It depends on many things

Achieving a good position on Google will vary from company to company. It depends on how strong the website is and how much competition there is among your “SEO competitors”.

Basically, SEO is incredibly simple strategy. If you hurt your competitor, you’re hurting yourself. If you want your business to rank in the top ten search results, you need to push some people out of their position and pave the way for your business.

It’s a merciless game. Each company for itself. We’re constantly moving up each other’s rankings and it’s all about staying ahead of the competition. The faster you appear in search results, the more customers and more revenue.

Primary thing you need to know is that SEO is not difficult. It really isn’t. Most of it is based on logical thinking and often the winners are those who are not looking for quick results.

SEO is not like the other marketing channels. There is no “ta-daaa!” moments. You have to face the fact that it takes hard work and the gain can be one or two years ahead. And even when you see results, it takes focus and work to maintain them.

Think of SEO as trying to lose weight. When you step on the scale after 10 months of hard work and see that you have actually reached your goal, you won’t be able to give an unequivocal answer as to what exactly caused the weight loss. Was it the exercise, the reduction in calories, the walk in the morning or a reduction in alcohol intake. And you’ll never find the definitive answer to that, because it’s a mix of everything. It’s about doing the little things well and consistently.

So what’s the point of the analogy? I hope that’s a little obvious.

Today, there is an overwhelming amount of information on the internet trying to convince you that “Google doesn’t want you to know x” or “If you know this, you can beat Google“. Just ignore it. No SEO guru can tell you exactly how Google works. If we knew that, SEO wouldn’t be what it is today. No one is ahead of Google. Google’s algorithms are constantly evolving and because of that, the rules we all have to follow are changing.

Quick results, tricks and guaranteed results are three dangerous ingredients to an SEO strategy.

The basics of a successful SEO strategy

There are three core ingredients to achieving good SEO results.

In order for your website to be in good SEO shape, there are three areas that you need to focus on:

  • Content
  • Links
  • Technical SEO (basic)


So what is Content?

Here are a few examples of what content is…

  • Blog post
  • Text
  • Video
  • Infographics
  • Pictures
  • Reviews
  • Case studies
  • “How to” guides
  • Podcasts
  • e-books
  • Frequently asked questions

Google favours websites with good, useful content, as it has historically shown that this is what keeps people on websites. To further create the best possible experience for the reader, links are also used.

For example, now that you are reading this section of content, it would give you a better reading experience if there was a link to a resource on “How to write the perfect Content” which would compliment and expand on this section quite well.

This link would then give an SEO advantage to the website we linked to, and for that reason the website (we linked to) would increase in ranking on Google’s search results.

But enough about links – more on that later – back to content.

In short, if you create good, quality content on your website, you make your own website more likely to be linked to by others.

There are various tools you can use to create successful content that many other websites will ultimately want to link to. In the following sections, you will be introduced to the main tools that we have had good success using to create great content.

Create good content

The first thing you need to do when creating content is what’s called keyword research.

keyword research

Keyword research is the most important part of your entire SEO strategy. If you choose to work with the wrong keywords, it will cost you months of wasted effort and money.

SEO is not about getting all types of visitors to your website.

It’s about selecting the right types of visitors to sell your product or service to.

But this is only possible if you choose the right keywords that the right customers/visitors are searching for. That’s why SEO work first starts with keyword research.

With keyword research, you need to identify the ways in which your customers/readers search when they are on Google. In other words, your customers make use of keywords to find their way to your business.

The process usually involves going through a bunch of keywords and topics that are relevant to your business. Next, you’ll look at how to approach these topics and keywords.

If you don’t have the courage to do keyword research for your website yourself, feel free to email us at and we can look into it for you.

1000+ words

Thoroughness is essential for good SEO. Thoroughness is another way of telling Google that you care about your customers/readers and bring value.

Studies show that content that is thorough and long dominates Google search results more often. It may also go without saying that if you have long text, your content will naturally keep the reader on the page longer.

Write more. Preferably over 1000 words. But at the same time focus on the quality of the text. It is a great advantage if your text consists of synonyms and related words to your content.

Come up with content ideas

We have divided this section into three different phases. Each phase is a way to get closer to your readers/customers. That’s five ways to find content ideas.

Phase 1: Find topics

But what exactly are you going to write about?

If we can find out which articles or blog posts are most talked about in our industry, then we could start to get an idea of what we could write about ourselves.

So how do you find out which articles are most discussed about at the moment …

On, you can enter a keyword in the search box and you’ll see what people are searching for most in the last 90 days, 1 year, 2 years or 5 years.

In this example I have searched for the keyword “seo” and in this report you can see that topics like: ranking and local search optimization are the leading topics in seo.

Phase 2: What questions do your customers/readers ask most often?

If you’re not sure which content ideas to work on, listen and read what questions your customers are asking.

You can find the “People also ask” section on Google search results, and these are specific questions aimed at your industry.

For example, here we have googled the keyword “seo”.

These are obvious topics and keywords you can write about, and if you tap on one of them, more will pop up (in case you’ve written about).

Phase 3: What would you like to read about?

One of the most straightforward ways to come up with ideas for your content is to ask yourself what you want to read. Once you have the ideas and topics in mind, do a simple Google search of the topic and see what content already exists. Go through the search results and see how you can do better than those who have already written on the subject.

Technical SEO

As we already know, Google scans millions and millions of pages on the internet. It then sends this data back to the Google algorithm, which then sorts and filters the good content from the bad content.

Based on each website’s popularity and how often visitors click on a page in Google’s search results, Google gives each website a so-called “scanner budget”. Because there is so much content to scan, Google has given every website a budget to tell Google how often to scan websites that are on the web.

For example, if you are a news site that is constantly updated with news and articles, Google scans it quite often as changes and updates are constantly happening on the site.

On the contrary, if you have a website that deals with chairs and furniture and that is not updated and new content is added to, the website will get a small Google budget.

When it comes to SEO, Google rewards websites that constantly update and add content to their site. Google considers this effort to be a strong focus on your customers and readers, as you are writing about new, current and relevant content. We’ll go over the key SEO factors that affect how often Google comes to scan your website.

  1. Mobile friendliness
  2. Loading speed
  3. Duplicated content

Mobile friendliness

Mobile-friendliness is pretty simple. If you open up a website on your mobile and scroll around the site, Google measures how friendly your website is via mobile. You may have noticed in the past that a website can look quite different on your computer than on your mobile. This is often due to the fact that in the past, companies focused more on websites via the computer than via mobile. But this has changed. As more customers/visitors access websites via mobile, Google has chosen to give more SEO points to those websites that have a user-friendly mobile website.

If you want to find out how mobile-friendly your website is, you can check it on this website:

Simply paste the link to your website and then press “test URL”.

You will be directed to a report where you can read more about the report’s insights and how mobile-friendly your website is.

Loading speed

Load speed refers to how long it takes for all content to be loaded and ready for use. For example, from the time you have typed in the URL address until you can actually click on the elements of the website is called loading speed.

Google’s algorithm uses load speed to assess the quality of a website.

That is, if it takes a long time to load a website, it will automatically hurt your SEO.

You can use Google’s Page Speed Insight Tool to check how fast your website is:

We always recommend checking and improving a website’s loading speed. A satisfactory result would be in the category 90-100 , but the average website is usually in the 50-89 . Our opinion is that you should always strive to improve speed and a high score often means better SEO results.

Duplicated content

If page A and page B consist of the same content, it confuses Google.

Pages that are similar or have the same content will hurt your SEO.

Google finds it difficult to identify whether page A or page B should appear on Google’s search results when the customer/visitor types a specific keyword into Google.

For that reason alone, Google sees this as a negative factor for your website’s SEO.

A good tip is to go through all the pages on your website and note specifically where and what is similar. Remember to change the texts on the pages so that the pages do not confuse Google.

Follow your SEO results

Once you’ve decided to invest time and money in SEO, it’s critical to keep track of the results.

You need to put on your data hat and analyse the results from a data perspective.

There are two ways to keep track of the SEO development of your website:

  1. How high do your pages rank in Google’s search results?
  2. Survey your customers/visitors using. Google Analytics

We know two things.

And. The higher your pages rank in Google’s search results, the higher your revenue.

To. The more knowledge you have about your customers/visitors, the better you can tailor content to them.

How high do your pages rank in Google’s search results?

It is important that you track your SEO performance. Otherwise, you can’t judge whether you’re doing it right or wrong.

You can do this in two ways: free and paid.

If you want to do it in a free way and save your money, then follow this method.
When you first start your SEO journey, it’s important to note the day you started and the rankings your current pages are on Google’s search results. If you don’t do this, you’ll have a hard time tracking from when the SEO strategy started and what content is written.

Our recommendation is that you open a document and note day-by-day how your selected keywords are performing on Google. It requires you to simply go to Google and search for that particular keyword, and then find your page and note which position it is in.

The paid method is more for companies that are serious about SEO. This is a keyword tracking program that follows the evolution of the keywords you have chosen to rank for. Programme is only included in the keywords that you have added to the program. And it shows how your website’s keywords are doing on a daily basis.

Survey your customers/visitors using. Google Analytics

If you have not already implemented Google Analytics on your website, we recommend that you do so.

Google Analytics can help give you a lot of insight into your website’s SEO work that other programs can’t.

You have the option to study how long visitors spend reading your blog posts. And how many bounce off the page, who reads your blog posts, from which social media do they find the blog posts, which genders read your content the most and etc.

Get help with seo marketing

We are happy to help with your SEO . If you need help with SEO marketing, we can of course help based on your needs and wishes. If you need inspiration for a topic or want to have seo texts written, we’re here to guide you. Check out our seo optimization Kolding or get insight into our seo prices.

If you have any questions about how to set up Google Analytics, we’re here to guide you. You can e-mail us at or contact us here on the site, and you’ll avoid a faulty setup and incorrect data from day one.

Hvad er et link?


Som du meget snart vil finde ud af, så er links en vigtig faktor til at opnå succes i SEO. Uden en effektiv link-strategi, vil din hjemmeside være stillestående og ikke flytte sig på Googles søgeresultater. 

Et link er et element på en side, som læseren/kunden kan trykke på, og bliver dirigeret videre til en ny side. 

Dette kan enten være en anden side på den nuværende side læseren/kunden er på, eller en side som befinder sig uden for den nuværende hjemmesiden, som læseren/kunden er på (kaldes ekstern hjemmeside). 

Vi har alle trykket på tusindvis af links, og de er blevet en så stor del af vores oplevelse og SEO er ingen undtagelse. 

Uden links, så vil Google ikke findes. 

Hvorfor er links vigtige?

Du skal forstå Google som et scoresystem. Lad mig forklare. Google bruger links, som vi mennesker bruger anbefalinger. Med andre ord, når en hjemmeside linker til din hjemmeside, så opfatter Google det som, at hjemmesiden har “anbefalet” din hjemmeside – blot via et link. 

Der er to typer af links. Der er interne links og eksterne links

Interne links: Disse links hjælper med at strukturere indholdet på din egen hjemmeside. Dette er links, som sender læseren/kunden videre gennem på hjemmesiden han/hun allerede er på. 

En god tommelfingerregel er at inkludere 2-4 interne links per blogindlæg. 

Eksterne links: Hvis din hjemmeside oprigtigt ønsker at bringe værdi til læseren/kunden, så forventes det, at man som minimum 1-2 gange deler indhold og ressourcer på siden, som ikke er ens eget. Det er vigtigt at pointere, at kvaliteten af links varierer fra hjemmeside til hjemmeside. Når du skal finde et link, som er godt, så prøv så vidt som muligt at gå efter store hjemmesider inden for din branch. For eksempel, vi har i dette tilfælde valgt at linke til Googles egen hjemmeside og hvad Google mener er de bedste råd til links

Husk at inkluder 1-2 eksterne links til gode og stærke hjemmesider, som har en relation til dit content emne. Eksempelvis, i ovenstående link har vi linket til Googles egen hjemmeside, hvilket er en stor hjemmeside i den forstand, at SEO og Google har en relevans til hinanden og linket er af god kvalitet.

Intern link strategi

Ofte bliver den interne link strategi overvurderet. Fakta er dog, at du kan opnå utroligt gode placeringer på Google, alene ved hjælp af interne links. 

Derfor skal vi nu kigge på, hvordan vi kan lave en simpel og effektiv link-strategi til din hjemmeside.  

Vores anbefaling er, at du laver 3-4 blogindlæg af høj kvalitet, som dækker et primært keyword. Du skal derefter udgive hvert blogindlæg hver for sig. Det vil sige du laver fire separate blogindlæg, og udgiver dem hver for sig. 

Det er meget sandsynligt, at disse sider vil rangere for sig selv, men hele formålet med vores link-strategi er, at vi skal styrke et primært keyword. 

For at skære det ud i pap. Du finder et primært keyword du gerne vil rangere for. Lad os sige det er møbler. Du laver derefter en side om møbler og skriver godt indhold til det. Dernæst laver du fem forskellige undersider til keywordet møbler. Det kunne være: 

1. Møbler til lejligheder
2. Møbler til din have
3. Møbler til din bolig
4. Møbler til sportshaller
5. Møbler til dit værelse

Disse fem sider er alle undersider til det overordnede keyword møbler. 

Nu linker du alle disse fem sider til siden møbler, og styrker siden møbler, fordi det er den side, som er dit primære keyword, du ønsker at rangere godt på. 


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