SEO work: What is it really all about?

SEO work: What is it really all about?
Micky Weis
Micky Weis

15 years of experience in online marketing. Former CMO at, among others, Firtal Web A/S. Blogger about marketing and the things I’ve experienced along the way. Follow me on LinkedIn for daily updates.

In a digital world where everyone competes for attention, SEO has become one of the most essential disciplines within digital marketing.

But what does SEO actually involve? What does it take to achieve a strong ranking on Google, and how does one work with SEO in practice? That’s what we’ll take a closer look at in this article.

What is SEO?

SEO stands for Search Engine Optimization.

It’s about optimizing a website so that it ranks higher in the organic (non-paid) search results of search engines.

The goal is to make it easier for potential customers or users to find your site when they search for something relevant.

By working with SEO, you ensure increased visibility and traffic for your business—without paying for ads.

However, SEO is not a single action. It’s a process made up of many different elements.

The three main areas of SEO

SEO work can generally be divided into three areas: technical SEO, on-page SEO, and off-page SEO.

Let’s explore what each of these involves.

Technical SEO

Technical SEO is about ensuring that search engines can technically read and index your website correctly.

This means your website should load quickly, have a secure connection (HTTPS), be mobile-friendly, and be free from technical issues that could prevent Google from understanding your content.

Examples of technical SEO work include:

If the technical foundation isn’t in place, it can be difficult to achieve good rankings—no matter how great your content is.

On-page SEO

On-page SEO focuses on the content and structure of your website.

This includes optimizing both text and images to align with what users are searching for.

Examples include:

  • Naturally incorporating the right keywords into titles, headers, and body text.
  • Creating valuable, relevant, and engaging content that answers users’ questions.
  • Optimizing meta tags such as title and description to both attract clicks and include keywords.
  • Using internal link building to help both users and search engines navigate your site.

Good on-page SEO is about building a site that both humans and search engines love.

Off-page SEO

Off-page SEO covers the factors that occur outside your own website but still impact your rankings.

The most well-known factor here is backlinks—links from other websites pointing to yours.

The more trustworthy and relevant websites that link to you, the more authority you gain in the eyes of search engines.

Off-page SEO may include:

  • Link-building strategies.
  • Building relationships with bloggers and media outlets.
  • Active participation in relevant forums and social media.
  • PR efforts that generate exposure and links.

At its core, it’s about proving that your website is a credible and recognized player in your industry.

How to work with SEO in practice

SEO is not a task that gets solved overnight. It’s a continuous process requiring time, effort, and a clear strategy.

Here are some of the most important steps in effective SEO work:

  1. Keyword research

First and foremost, you need to understand what keywords your target audience uses when searching for specific products or services on Google.

Keyword research helps identify terms and phrases that are relevant to your business and offer a good balance between search volume and competition.

Once identified, these keywords become the foundation for all your content and optimization efforts.

  1. Content creation and optimization

With your keywords in place, it’s time to produce content that matches user intent. This could be blog posts, product descriptions, guides, or FAQ sections.

The content should be informative, engaging, and ideally better than what already exists online.

It should also naturally include your chosen keywords—without sounding forced or spammy.

  1. Technical optimization

Beyond content, the technical side of your site must be optimized. This may require collaboration with developers or IT professionals, but it’s a critical part of SEO.

You need to ensure your site is fast, mobile-friendly, and easily indexable by Google.

  1. Link building and off-site work

At the same time, work on off-page SEO to build your site’s authority.

Reach out to relevant websites, contribute guest posts, launch PR initiatives, and engage in online communities to earn links.

  1. Monitoring and adjustment

SEO is never truly finished. It’s important to continuously monitor your rankings, traffic, and conversions to understand what works and what needs improvement.

Google frequently updates its algorithms, and the competitive landscape can change as well. Your SEO strategy should therefore be updated regularly.

Read more about the so-called Zero Click Searches that are currently changing the way we look at Google’s SERP.

How long does SEO take?

SEO is a long-term investment. You rarely see results within the first few weeks. It typically takes several months to notice significant improvements in search rankings.

Building strong positions requires patience and persistence, but once the impact kicks in, it can provide a stable and free source of qualified traffic.

SEO is more than just technical tweaks or random keywords. It’s a strategic discipline that blends technical skill, creative content development, and relationship building.

If you want to strengthen your company’s online presence, increase visibility, and attract more customers through search engines, SEO is essential.

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *