SEO – Search Engine Optimisation

Google search results consist of ads (Google Ads) and organic search results. It takes a lot of work through search engine optimisation to get good rankings in the organic search results. Therefore, it is a good idea to think strategically to get the best possible visibility when your target audience does relevant searches on Google and possibly other search engines. You do not pay for a click in the organic search result as you do if you advertise on Google Ads when someone clicks on your ad. The combination of active work with SEO along with advertising increases the chance to be more visible on Google.

 It is not a coincidence which search results appear at the top of Google. It is also not the same result that always appears at the top. To have a chance at the best placements and the opportunity for the most clicks and visits to the website one should work with SEO – Search Engine Optimisation.

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Why is SEO important?


  • Being featured on Google means a lot. The higher the rankings you get in the organic search result, the more clicks you get and the chance of sales increases.
  • The traffic from the organic search result often has a higher conversion rate than other traffic sources.
  • Your target audience and your competitors use search engines and you risk losing job opportunities to competitors if you are not where your target audience is looking.
  • Through SEO you work with the user experience on a website. SEO is therefore an advantage for the entire customer experience and can lift interaction and sales from all traffic channels.
  • Fewer than 5% click through to page 2 of Google search results so you should do your best to be among the top rankings on page 1.

Here’s how SEO works

SEO is about being visible in the search engines. Here in the western world it means primarily to be visible on Google. Visibility is achieved through relevance. The higher the relevance to the user, the more likely they are to click on the site to find the product or information they are looking for.

Search engine optimisation and user friendliness are linked. Google is constantly developing its algorithms to make search results as good as possible. Google’s aim is to show relevant search results and if users cannot find what they are looking for, they will search elsewhere. Therefore, Google favours search results that indicate user interest. The most important parameter for good SEO is user friendliness. This should always be considered both technically and in terms of content.

The most important parameters in
Search Engine Optimisation

SEO is complex and requires both technical competence, data insights and communicative skills. When working with SEO, the most important parameters are technology, content and signals in relation to the website. It determines how the user experiences the website and therefore you should always put the user experience first.

SEO Content

Content on a website should be created based on the user and its behaviour. Therefore, it is always a good idea to create content based on a keyword analysis. A keyword analysis provides insight into what and how the target audience searches in the context of the company’s products or services.

Keyword research

A keyword analysis can be used at both a strategic and tactical level. You gain insight into the search volume and competition in the market. These insights can then be used for the website structure and textual content. If you work in an industry with different seasons or across country borders, a keyword analysis is also a good tool to ensure the best possible presence.

Content strategy

Google understands when content is connected, so it’s a good idea to not just use a keyword but think about the user’s intent. The text and the internal links should be interconnected, informative and relevant to the user.

A keyword analysis can also work in conjunction with content marketing like blogging, newsletters and social media. Insight into user demand and search behaviour is very valuable in relation to offering the right content at the right time. One should always use a keyword analysis for their content strategy.


SEO & Technology

The foundation of SEO is the technology of the website. The platform must live up to Google’s guidelines for good results. If the technology is not in place there is a risk that the site will not be indexed properly, and all the SEO activities done will not be visible in the organic search results after all.

SEO analysis

It is always a good idea to do a technical SEO analysis on a website. The analysis shows the errors and deficiencies the site has so that it can be optimally optimized for strengthening. A technical analysis examines the site’s accessibility or readability, which also allows indexing in search results. For example: robots.txt, sitemap, load time, redirects, meta schema and canonicals. It also contains design and content errors or flaws such as titles, image size and metadata. The analysis also shows deficiencies in navigation, mobile friendliness and 404 pages. A technical analysis is a first step in the optimisation process for a strong and index-friendly website, but it is also advisable to constantly optimise and monitor its platform to ensure long-term results.


External signals give Google an indication if the site has a value to the user. That is why many people have worked with link building (building links to their website) in connection with search engine optimization. Links are still important, but they must be relevant links to provide long-term value and therefore quality rather than quantity must be considered.

User behaviour

The behaviour of the user on the site signals to the search engine how relevant and valuable a website is. If users are on the site for a long time and if the site has a low bounce rate (the visitor stays on the page) it signals that the site is relevant. It is therefore important to work with internal link structure as well. The clickthrough rate on the organic search result also brings relevance and value. A high clickthrough rate means more visits and therefore you should work with meta titles and descriptions so that they match with keywords and landing page.

If you are interested in getting started with SEO or improving the work you are already doing, you are most welcome to contact Kvantum.



Here are some of the Nordic and international clients we work with daily.

Decadent E-commerce case

Decadent Copenhagen
Service: SEO, Google Ads & Shopping
Market: Nordics & Germany

Tres Bien E-commerce case

Très Bien
Service: Google Shopping & Google Ads
Market: Sweden, UK, Germany, France & USA

NN07 E-commerce Case

Service: Google Ads, facebook & Google Shopping
Market: Nordics, UK, Germany, Belgium, France, Luxembourg, Netherlands & USA

Sun Buddies E-commerce case

Sun Buddies
Service: Google Shopping & Google Ads
Market: Sweden, UK, Germany, France, USA, Australia & NZ

Maria Black Jewellery E-commerce Case

Maria Black
Service: SEO, Google Ads, Google Shopping & Facebook
Market: Nordics, UK, USA, Germany, France & Australia

Do you want to know more about becoming a client at Kvantum? Are you representing an E-commerce retailer who would like to sell to the Nordic Market? Do you need help advertising in digital channels or would you like a better placement in the Search result on Google? Kvantum is here to help you. Please contact us so we can discuss what result we can help your business achieve.

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