What is SEO (Search Engine Optimization)?

Search engines – like Google – are one of the most important traffic sources for any website. They can attract everyone from ready-to-buy customers to those early in their customer journey who are searching for information.

Companies that understand SEO can receive up to 75% of their website traffic from search engines.

Studies also show that search engines are the primary source of information users rely on before deciding which product or service to buy.

Ranking first in organic search is incredibly valuable, because it brings many potential buyers to your website. Therefore, winning that top spot is also a challenging task.

To succeed in search engines, you need to:

• Understand what your audience aims to achieve at every stage of their customer journey and provide the right information at the right time, optimized for search engines to favor it.

• Create a user-friendly and technically optimized website, making it easy for both users and search engines to find and navigate.

• Build trust with visitors by maintaining a professional profile.

The work involved in achieving all this is called Search Engine Optimization (SEO).

At Synlighet, we have been systematically working with search engine optimization for many years. As a result, we have developed solid routines and expertise that we utilize when helping our clients become visible online.

Here is a brief overview of how we approach SEO:

A keyword analysis lays the foundation for all the content on your website, and it is strategically important to make the right choices. We transfer market knowledge into keyword tools, and use these insights to uncover the words and phrases your audience uses when they are researching your products.

This defines the direction for all content and structural work on the website going forward.

Ensuring your website is fast, secure, mobile-friendly, and has a range of other elements in place is essential to make sure your website is a user-friendly experience. In addition, a technical review is crucial to determine whether Google's bots can adequately find and understand the content on your site.

Our technical SEO consultants translate insights gathered from tools into prioritized actions that help create a technically sound website, meeting the expectations of users in a digital world.

To win top ranking in search results for your most important keywords, it is vital that your website contains relevant, high-quality content on key landing pages. We use insights from the keyword analysis to produce content that give answers to the questions we know your audience is looking for.

We also evaluate the structure on your website, and ensure that content is placed where it is easiest to find – both for bots and people.

An important dimension to SEO is the trust you build with users. The internet is filled with websites trying to scam people, making it essential to highlight everything that proves you are a legitimate business. Google uses E-A-T to manually assess whether a site has good intentions and is a reliable source of information, ranking sites with positive signals higher in search as a result of those manual checks.

Once your website is optimized, there is still more work to be done to earn the top spot for all your keywords.

Having quality content on product and category pages alone is not enough. You also need content that covers multiple layers, diving deeper into issues related to what your products or services do for your customers. This content must be created and maintained regularly.

This type of content is also most effectively shared on other websites or social media. These shares are important to generate links to your site, which is a crucial ranking factor, in addition to bringing traffic from new sources.

Because SEO is a complex field, there are no standard packages that fit everyone. We often recommend starting with a workshop or a thorough analysis of your website to identify opportunities, see where improvements are needed, and determine which actions will have the greatest impact.

Throughout the process, we focus on skill development and knowledge transfer, as SEO is a long-term and ongoing effort that affects those working on the website. Therefore, in many cases, it can be helpful to have an ongoing partnership where we work together to decide the next steps to achieve better rankings.