How do search engines (Google) think?

• Google wants to present the best possible search result to reach high relevance to its users.
• Websites that can show high relevance are awarded with top positions.
  
• To measure relevance Google collects a lot of signals from websites, like time spent on site, bounce rate and content etc.
  
• Expertise, Authority and Trustworthiness are key indicators that Google uses to determine a website's quality. 
  

What are the different parts of SEO?

• On-page SEO (also known as on-site SEO) refers to the practice of optimizing individual web pages for example page titles, meta descriptions, alt texts, headers, url:s, internal links etc.
• Off-page SEO (also known as off-site SEO) refers to the practice of optimizing factors outside of a website's own pages for example links, PR, social media, blogs, influencers etc.  
  
• Technical SEO refers to the practice of optimizing a website's technical elements such as page speed, image sizes, javascripts, canonicals, sitemaps, mobile friendliness, 404 etc.

Start your on page optimization

• Choose which keywords you will be seen on, like the categories on your website.
  
• Fill the pages with relevant SEO-optimized content like page titles, H1, meta descriptions, category texts, internal links etc.  
  
• Write inspiring and engaging texts that create value for the user.
  
• With unique content that pops out in the search result you can stand out compared to your competitors.
  

Think long term…

• To work with SEO is a long term work that rarely gives quick results.
  
• Though, if you do it right you can reach top positions that you keep for a long time.
• Work continuously to follow up traffic on specific keywords, their position and how much traffic they generate.
  
• Also, follow your search engine traffic in Google Analytics to secure relevance of the site visitors.
  

Brand or generic keywords?

In SEO, brand keywords and generic keywords are two different types of keywords that are used to optimize a website's content and improve its search engine rankings.

Brand keywords are specific keywords or phrases that include a company or brand name, such as "Nike shoes" or "Coca-Cola products". These keywords are typically used to target users who are already familiar with a brand and are actively searching for its products or services.

Generic keywords, on the other hand, are broader and more general keywords that describe a particular product or service category, such as "running shoes" or "soft drinks". These keywords are used to target users who are in the early stages of the buying process and are searching for information or options within a particular category.

The distinction between brand and generic keywords is important in SEO because they have different levels of competition and search intent. Brand keywords typically have lower competition because they are more specific and targeted, and they are more likely to convert because users who search for them are already familiar with the brand. Generic keywords, on the other hand, have higher competition because they are broader and more general, and they are less likely to convert because users who search for them may be in the early stages of the buying process and are still considering different options.

Overall, a successful SEO strategy will often include a mix of both brand and generic keywords, depending on the goals of the website and the target audience.

Google Search Console

Google Search Console is a free tool offered by Google that allows website owners to monitor and maintain their website's presence by following search traffic, impressions, keyword positions and click-through-rate.

SEMrush

SEMrush is an all-in-one digital marketing tool used by SEO professionals and website owners to optimize their online presence and improve their search engine rankings by looking at backlinks, keyword gaps, competitors, search volumes, site audits etc.

Screaming Frog

Screaming Frog is a website crawling and analysis tool that can give website owners improvement suggestions on pages like page titles, url:s, meta descriptions etc. Also a great tool to dive deeper into the tech perspective of SEO.