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SEO and inbound marketing 

Did you know that 91 % of B2B buyer’s do research online before purchasing? With this in mind, visibility in search engines should be a top priority.

SEO and inbound marketing go hand in hand. Good content is key to rank high in search engines. This content must also be optimised so that both readers and search engines understand what content you have on the website – and are able to enjoy it.

Personas and SEO

One of the most important tasks we do when we map out the content we should focus on and decide on an inbound strategy for each client we work with is a thorough SEO analysis. First, we find out which keywords their personas are using when they are looking for information about the services or products the company is offering or seeking solutions to issues where the company should appear as a thought leader.

We know that all human beings are different, which is reflected in the way we work. If your personas use different wording for your services than you do, they won’t find you in search results even though you might have the solution they are looking for.

That is why we use different tools for mapping out which search phrases and words are most used by the target audience, how you rank for these words today, what difficulty these words have and what potential you have for climbing to the top of the search results for these keywords.

Blogging and content

After you have found the keywords you would like to optimise, the next step will be to put together a strategy for how you can rank higher for these different searches. In this phase, we’ll take a look at what you have in place today and what we can do to optimise your website for each keyword.

Perhaps you already have a content base that can be restructured so that it also functions as “pillar content” or maybe it’s time to grab the pen and create new content? There’s a lot of content out there on the world wide web but what all good content has in common is this:

  • It’s written with specific people in mind (read more about personas here)
  • It’s creative
  • It’s useful and interesting


On-page optimisation is about the website elements that affect your ranking in search engines. All these elements contribute to strengthening your ranking – if they are optimised. This means that the website must be structured in a way that allows search engines to easily understand what your site is about, how it has been built and which keywords are essential. Let’s take an example: In order for Google to read what the images on your website are about you have to use good alt-texts. It’s also important to have in place an SSL-certificate to prove that your website is secured, otherwise, you risk being penalised by Google.

But, it is equally important that the website is optimised for the people who will visit it. The content must be well written, easy to share, and deliver what it “promises”.

Both Google and people will see right through it if you use keywords in the meta description and the URL that doesn’t appear in the text – and that isn’t even close to what the content is really about.

Having a user-friendly website for desktop users is, of course, important. However, if it doesn’t work on smaller screens you risk losing many potential prospects. Dependant on the industry, the number of mobile searches is between 39 and 72 %. Having a responsive website is therefore important as you don’t want to miss out on all the mobile and tablet users.


Yes, keywords still matter, but it is no longer enough in order to climb the result list in search engines. Nor is it enough to use the keyword in every other sentence to rank higher. Think systematically about how you use the keyword and include it in the title, the URL, the alt-text, naturally throughout the text and in anchor text. Seeing as search engines have become smart enough to understand what we are saying although we use the keyword in different ways, you shouldn’t be afraid to vary the way you use it.

When we conduct a keyword analysis we start by mapping out what keywords you want, and should, rank for. We’ll take a look at the search volume, the difficulty of ranking high for the different keywords and how you are ranking today. Another important factor we take into consideration is this: How important is this keyword for your company? Does it have a high volume of searches and is it closely linked to your expertise? Do you have a lot of content on this topic today? Perhaps you don’t have the content, but you have the right resources and the potential it takes to build a solid content bank?

If you are unsure what keywords are most searched for in your industry, you can take a look at the different tools we have gathered in this article.

With a focus on SEO in all aspects you can achieve:

A higher number of organic traffic to your website
A higher demand for your products and services
A higher amount of qualified leads



SEO analysis template