All posts by Magnus Bråth

Digital marketing

Digital Marketing – What Actually Works?

It’s time to talk about online marketing. Many people still seem to believe that it’s possible to create digital marketing by taking a print ad and digitalising it. If your primary goal is to spend a lot of money, this might be the model for you, but if you’re interested in getting the maximum effect of your advertising, you’ll want to choose another strategy for your marketing.

For a long time, Email, Pay Per Click and SEO have been the holy trinity of online marketing. It has been these three that have led to purchases, nothing else has done that to any greater extent. I would also like to highlight two other methods: social media advertising and affiliate marketing. This survey is rather old by now and the situation has somewhat changed. Still, we can see that the three big methods – Email, PPC and SEO – generate revenue on a scale that other channels simply don’t come close to. That doesn’t mean you should ignore other efforts, but it does mean that you should have these three in place before you do anything else.

SEO – The Organic Results

If you look at the survey above, or any other decent survey, you’ll see that the organic results always generate the most purchases. (Paid results, Ads and similar are getting closer). SEO has increasingly become less of an investment and more of the equivalent of making sure you’re wearing clean underwear. If your search engine optimization doesn’t work, your online marketing doesn’t work.

What is SEO?

SEO, Search Engine Optimization, is the practice of increasing the visibility of a website in the ‘regular’ search results. You can’t buy your visibility here, you have to earn it. That means, among other things, making sure your products and product categories are visible. For example, if someone searches for “soft shell jacket fjällräven” or “jacket” you want your shop to appear in the search results if you sell these products. That includes ensuring your visibility for the brands you carry, as well as protecting your other campaigns. For instance, if you run a TV ad with a fun slogan such as ‘Come and buy a funny slogan’, you need to ensure you’re visible also on searches for this slogan – otherwise your competitors might devour the customers you’ve created.

PPC – The Paid Results

When talking about Pay Per Click, what’s implied is almost always paying per click in the search results. At Brath we often choose to call this SEM, Search Engine Marketing, since there are also other forms of PPC. You can pay per click in places other than search engines as well. A well-executed SEM can quickly grow your business.

What is PPC?

Using the above definition, PPC is about paying Google or some other search engine for ad clicks. Google Ads is the largest marketplace for this kind of advertising, constantly running keyword auctions. You bid with money, but also with relevance and if the multiplication of those two factors results in a higher bid than those of your competitors, you’ll end up on top. SEM requires careful crafting of ad texts and bids – since you’re paying per click, you need to work continuously with these two factors in order to prevent competitors from decreasing your margins. You can find more information about other forms of pay per click advertising a bit further down.

Email – The Original Digital Marketing?

Email marketing is an incredibly efficient and cost-effective method to activate and re-activate customers. Note that there is a clear difference between sending an email to someone who didn’t ask for it, and to someone who did ask for it. A lot of times it might seem like the same thing, but it’s the latter approach we’re talking about here.

What is Email Marketing?

We’re mainly talking about certain types of marketing via email and in these cases, email marketing is a very effective channel. Newsletters are the most common type: these you fill with news, discounts or similar things. Of course, a longer list of interested readers is both about retention (to retain your customers) and a way of generating extra income.

Another method is to use different forms of email automation. A large part of Marketing Automation relates to email, although there are other types as well. One is the Abandoned Cart Email, that is, sending an email to a person who placed items from your shop in the shopping cart, but who didn’t buy them. Another one can be, for example, to get people to sign up for a newsletter by offering reports, courses or similar via email. Our SEO Academy is one example of a completely automated email sequence.

Affiliate Marketing

Affiliate marketing quickly became a big thing and, together with emailing, it was the kind of marketing you could do in the early days of the internet. Today, there are certain segments where affiliate marketing is an incredibly strong type of digital marketing, but it doesn’t work for all segments – at least not without a considerable effort. It works best in segments where there are already plenty of skilled affiliates, but that also comes with problems. By creating an affiliate market in your segment, you also create competition in both SEO and SEM, since these are the main methods that affiliates use in order to acquire customers. You can also end up in a situation where you’re decreasing or even eliminating your margins – good affiliates know how to charge for their services.

What is Affiliate Marketing?

In affiliate marketing, you pay web masters per click, per customer, or similar in order for them to drive visitors and sales to your site. You can either use your own system for this or go to any of the large affiliate networks that connect advertisers and publicists.

Social Media Advertising

If you remember the boom in social media marketers a few years back, you probably also remember that many of us were sceptical of their effect. Nowadays, however, there are parts of social media marketing that are effective and profitable, and not just in exceptional cases. If we just look at advertising, the advertising platforms have become much better, and therefore more efficient – especially in the case of Facebook. They have gone the same way as Google Ads by talking about conversion instead of reach, which means this is a quickly growing channel for online marketing.

What is Social Media Advertising?

Social media advertising really took off once Facebook managed to make it possible to get a good return on investment on ads, while at the same time throttling the organic reach for companies. If you share information from a business page, only a small amount of people will see the post in their feeds, compared to how many that saw it before. However, targeted advertising can yield good results. If you put together the right type of offer and put an effort into your images and message, social media advertising can work well and be profitable.

Final Words

To summarize, make sure you’ve got SEO, SEM and Email marketing in order before you try less profitable or least less critical forms of online marketing. Otherwise you risk losing a lot of customers along the way. And if you’re thinking about running a print ad, consider whether that’s really the most effective use of your money.


I Want More Languages on My Site, How Do I Do It? 

The time when a company outgrows its domestic market is often associated with a lot of hassle, for a lot of different reasons. Payment solutions must be implemented, the product portfolio and descriptions must be adapted to other markets and you need to set up customer service solutions, to mention just a few of the bumps in the road on the way towards international expansion.

When it comes to SEO, the issues aren’t that big, but there are a few things that are important to consider and make decisions about, to ensure that the process runs as smoothly as possible.

Top-Level Domain

The first decision you must make is if you are going to use a generic top-level domain (.com and the like) and have all the different languages on that, or if you should have a country-specific top-level domain (.se, .no and so on) for every language. There is no right or wrong here, since both alternatives have their pros and cons. Having everything on the same domain makes it easier to share link power, since the site has more content. On the other hand, it might be slightly easier to rank if you have a country specific domain, which is also a strong trust signal to visitors in many countries.

My recommendation is to keep the domain that you already have and keep building from that.

Generic Top-Level Domain – Subfolder or Subdomain

If you have a generic top domain, you have to decide whether you want to place the different language versions in subfolders (, or subdomains (, From an SEO-perspective it’s a dead heat between these two solutions, but I would recommend subfolders unless you have a technical limitation on your site. This is because Google tends to view the subdomains as different sites rather than as one.

Hreflang Tags and Geographic Targets

In order to make it extra clear for Google which language and country each part of the site is targeting there are two tools. The first one is so called “hreflang tags”. This is a kind of meta data that Google reads to understand the relation between different language versions of the same site. In brief, it is about listing all the different versions of the same page like this:

<link rel=”alternate” hreflang=”sv” href=”” />

<link rel=”alternate” hreflang=”no” href=”” />

<link rel=”alternate” hreflang=”fi” href=”” />


<link rel=”alternate” hreflang=”sv” href=”” />

<link rel=”alternate” hreflang=”no” href=”” />

<link rel=”alternate” hreflang=”fi” href=”” />

This is especially helpful if you are active on several markets that share the same language, for example the UK and the US, as you also have a possibility of indicating which market a page is targeting:

link rel=”alternate” hreflang=”en-gb” href=”” />

<link rel=”alternate” hreflang=”en-us” href=”” />

The other tool can be found in Google Search Console. There you can adjust your geographic target on both domain, subdomain and subfolder levels. This only works for generic top-level domains, since the country specific ones are already set to each respective country.


The last thing to keep in mind, maybe the most important one, is how the navigation between the different language versions is structured. It is important that it is clear how the different sections are related, and that it is easy for Google to find its way between them, for you to utilize the total power of the site (or sites) as much as possible.

The main recommendation is to add a clear ‘language navigation’ on each page, linking to the equivalent pages in the other languages. This is the absolutely best method both for Google and for your visitors.

If you have a lot of different languages/countries it might be a bit too much. It is stupid to place hundreds of navigational links sitewide. In that case, it might be a good idea to instead put a link on each page directing your visitors to a ‘language page’, where they can choose their language. However, this is not as effective, so it’s good if you can avoid it.

As soon as everything is in place, you have a solid foundation to stand on as you continue your worldwide expansion. After this, ‘all’ you have to do is keep working on your search engine optimization for each and every language.

Basic course in SEO

Want to learn SEO from scratch? We have put together a nine-step guide on how you can improve your website to make search engines love it. You will find all the nine steps below.

What is search engine optimization?

Why should you do search engine optimization?

How to do a keyword analysis

The visitor doesn’t land on the home page

How to build a landing page

How to create headers

The text

Every page needs static content

Images, videos, and games

We hope that you will find these articles clear and easy to read. We try to not use jargon or industry abbreviations and when we do use them, we want to be very clear and explain what they mean. However, sometimes we might miss things like that, and therefore we are extremely grateful to receive feedback. If there is anything that is unclear, feel free to contact us.

Search engine optimization can seem incredibly complex and sometimes, that is true. The basics, however, are not complicated and everyone can learn them. With this knowledge, it is possible to come quite far and start earning money on your website. We are convinced that you will benefit from our basic course and we hope that you enjoy it.

5 Things That Make You A Good Search Engine Optimizer 

Working with SEO is profitable for most of those involved. I often get asked the question: ‘How do you become an SEO consultant?’ The answer to that, is there are no simple answers. There is no formal education, and there are few companies where you can really learn the craft and much of the information that can be found online is just wrong. So, how do you actually get good at it?

During my years in the SEO industry I have both hired and worked with the best in the country when it comes to search engine optimization. The way we see it, we also demand more from our specialists than other Swedish agencies. Our aim is to be the best in the field of search engine optimization. To get there, you need highly skilled staff. I also think there is reason to distinguish between general consulting skills, such as managing staff welfare, upselling and similar things, and the actual SEO knowledge. What we are about to discuss today, is how you get skilled enough at search engine optimization to be able to get a job as a specialist at our agency. I am convinced that you can benefit from in all organisations.

Search Engine Optimization Is Not Technology

One thing we often encounter when we recruit is that many of the relatively good search engine optimizers are best at the technical part of the job. Sure, it’s a good skill to be able to run Screaming Frog on a site or change 16,000 titles and handle regex. But that is (mostly) not a job for a senior specialist, as I see it. If you want to get a good job as a search engine optimizer, it is more important to understand what factors affect a site, both today and in the future. Our specialists do perform work where they run Screaming Frog, but that is not the knowledge that defines their expertise. It’s the ability to interpret the result that makes the difference between being hireable or not.

Assessing which pages out of 16,000 should be placed in which category is a more common task, and that is the skill and understanding you need. Now you ask yourself: How the heck do you acquire that knowledge? Well, that is unfortunately a bit fuzzy. You need to have the ability to separate between what is relevant to the human eye, and what is relevant in the eyes of the search engine. In Sweden in particular, and in other smaller countries, Google and other search engines are not as good as they claim to be at understanding what things are actually related. For a long time, Google didn’t even realize that SEO and search engine optimization are related – searches for those two terms in Swedish turned up two completely different search results. There are several cases where it’s evident that it’s really difficult to take a position on these two words with the same page, even though the human brain – unlike Google – can easily tell that they’re the same thing.

What complicates it even further is that you also must be able to produce relevant landing pages for your prospective clients. They are looking for as much relevance as Google is, but they define it a bit differently. The challenge here is to find a solution that satisfies both parties.

Learn How Filters Work, It’s Vital

What separates someone who really understands search engine optimization from someone who has at some point made something rank, often comes down to understanding filters. A lot of people that at some point have taken a position on a semi-difficult keyword will feel as if they have found the solution. Taking a position and earning money on it in six months is all well and good, but that does not automatically mean that you can repeat the same feat with another 100 sites, with 100 keywords each, over a period of several years. Many search engine optimizers have found a way to take good positions, only to get caught in a filter and disappear after a few months, a year or even several years later. We know of two great examples here, two sites that for different periods of time were number one for the prestigious keyword ‘sökmotoroptimering’ (‘search engine optimization’ in Swedish). The sites I’m talking about are and The latter was recently sold for a pittance and neither shows up in search results anymore, even though from time to time shows up on place thirty or so.

We have nothing bad to say about Helena or David, who made it to the top of the rankings with their sites. That was profitable as long as they could keep their position, and it’s always a hard blow when Penguin or some other filter hits the site like a sledgehammer (taking that position is a great achievement – except for Wikipedia and those two, the only other site in recent years that has held that position is, while I was in charge of it). To take that position, or any other position, and keep it over time is a completely different from keeping it for a short period of time. To keep it over time, you need to keep track of Google’s filters and manual actions. Often, these directly contradict the normal algorithm. One example is that Penguin penalizes links with keyword rich anchor texts, something that the normal algorithm rewards.

Contrary to the previous point, the filters are in some ways easier. There is a lot theoretical information about them available on the internet; however, understanding their effects in practice does require some experimenting. Always remember to sift through the information though. If you start talking about Hummingbird or Caffeine, we will stop listening.

Understand the Technology

I did say that search engine optimization is not about technology, and I stand by that. But there are a number of things that you just have to know. One of those is the PageRank algorithm, which forms the basis for how Google ranks pages. The algorithm is well known, it’s published on There are no excuses for an aspiring search engine specialist to not understand PageRank. Lacking that knowledge can lead to a lot of silliness. For example, that’s where the recommendation of having the flattest possible site architecture stems from, something which is directly harmful to search engine optimization.

A search engine is a crawler, a series of algorithms and a way to present data. It is a machine. A machine that is so complex that it’s quite common that not even those who work with it have the ability to predict the results of any change implemented. But it is also a machine that is easy to overestimate. Saying things like ‘Google should know’, or ‘real facts will rank better’ means that the job interview will end as sooner rather than later and ‘we will get back to you if something turns up’.

What you need to do is to be thorough when you learn the basics. Don’t skip the fundamentals about Google just because you want to believe that social signals will be important. If what we needed was a Facebook expert, there would be hundreds of thousands of good candidates in Sweden alone. What everyone needs is someone who actually understands what a search engine is today.

Half of The Job Is People

A huge part of search engine optimization is understanding people. If understanding the mythical algorithm is important, understanding how we act on the internet is almost as important. If you don’t know what I am looking for when I type a keyword in Google’s search bar you will never be able to present a solution to my problem. If you don’t understand how a blogger links to a product he or she likes, you will never understand how a link profile actually looks. In addition, people act differently online than out on the town. Learn to understand people on the internet.

How do you do that? In my point of view, it is a question that has as many answers as there are people who have been successful in doing so. One alternative is to be active on forums or social media. You might start a blog or even become an editor on Dmoz (no, that was not a serious suggestion)?

Teach Yourself

One of the most important pieces of advice I would like to give is to listen less and do more. The internet is full of nonsense, the SEO industry is no different. In many ways it is rather the opposite, as soon as someone hears about the concept of search engine optimization, they run off to start a blog and explain to the world about it. You need to learn yourself, not just follow in someone else’s footsteps. You need to get through a few dozen projects to get a basic understanding of search engine optimization. You are the one that needs to learn, and no matter how much we bloggers tell you stuff – it is the execution that matters. What separates a great search engine optimizer from the rest is how you do SEO in practice, even though, oddly enough, the better you get the less you work with the practical implementation.

But, you ask, there are lots of SEO consultants who don’t live up to these standards?

Isn’t the bar set rather high? Is it possible to become an SEO consultant without knowing Panda? Yes, it might be. But not with us.

Google: No, we don’t use Likes 

My page has many more likes than my competitor, but why don’t I rank better? – Because we don’t use Likes to rank pages.

A friend, Eli, who also happens to be one of the SEO specialists who inspired me when I started with SEO, asked the question to Google’s Gary Illyes: Why doesn’t my site rank better than my competitor’s, despite the fact that I have many more likes? The answer from Illyes could not be clearer: Because we don’t use Facebook likes to rank pages?

Why Your In-House SEO Fails

SEO is an industry where scale brings additional benefits; it gives an advantage to the agencies and a disadvantage to all in-house efforts. In my opinion, this is the most common reason why things go wrong when you to do your own SEO in competitive segments.

There are really two basic principles in search engine optimization. The first is to know what to do. The other is to do it.

The first principle is like peeling a banana. Once you have the knowledge to do SEO, you have a nearly inexhaustible source of knowledge. Of course, the execution part takes more time, but it is only half of the work. It also works in the way that the more knowledge you have, the less you need to actually do – to a certain extent.

Almost Everyone Fails

Almost every in-house effort I’ve seen fails due to one of these two reasons. Either you hire an SEO specialist who really knows SEO, or you hire someone who could be described as an executor. The problem with a senior specialist is that you pay them pretty good money and still need to get someone to do the practical aspects of the job. My experience is that few seniors are willing to stay very long in a role that requires too much junior-level work. The problem with hiring someone with junior skills is that without the guidance from someone who has carried out a large number of SEO projects, you basically get a glorified webmaster.

The most common failure I’ve seen over the years is this idea: If I build a lot of sites and link to my own site, then I should be number one. This often seems like a great idea on the drawing board. I have seen maybe 100 such attempts, but I don’t think more than a handful has succeeded for more than one or two years. Then it is cancelled, forgotten, or simply stops delivering value. No offense to all those who work in-house, it is my view that this is simply not doable in many cases. At least it cannot be implemented well and in a sustainable way.

I Still Think That We Will See More In-House SEO

While in a conversation with a former colleague who now works in-house at one of Europe’s largest online companies, something dawned on me. He is not so pleased with what they can achieve, he is often the only one with SEO knowledge in the projects and has no one to bounce ideas off. Sure, he has juniors who can do the work (the company has made a big investment in SEO) but when Google does major updates, he’s the only one.

Despite this, it became quite clear to me that SEO is increasingly becoming an in-house matter. The reason for this is that search engine optimization is becoming more accessible. More and more people are able to manage SEO projects as long as they’re not too complex. This makes it possible to hire staff, even if you’re not an agency.

More reading

If you are interested in reading more on the topic, I can recommend an earlier article I wrote on the same theme. It is about why it is so difficult to succeed with in-house SEO. A slightly different reason for another type of complexity.

What is Conversion Optimization

Conversion Optimization is the process of converting visitors to customers. CRO (Conversion Rate Optimization) often goes hand-in-hand with search engine optimization and search advertising, and we will take a closer look at CRO today.

The very foundation of conversion optimization is to get visitors to do what you want them to do on your site or page. If you are running an e-commerce business, the goal is almost always to get the visitor to make a purchase, but especially on other types of sites it can also involve things like signing up for newsletters, requesting a quote, or sometimes as much interaction as possible (if ad views are the goal).

How Do You Get Started with Conversion Optimization?

The first step for almost everyone who works with conversion optimization is to clearly define the objectives and determine how to measure them. It may sound extremely basic but let me use this site as an example. We generally want the site to generate more clients with larger budgets. However, this is not exactly easy to measure, which is why we have broken it down to objectives that work better for us. We then define the goals as visitors who contact us, either via contact form, email or telephone.

A visitor who contacts us does not necessarily mean a new customer, but as soon as they have done so we have got an overview of who they are and what they want. Before they had done any of the three things mentioned above, we had no or very little idea of who the visitor actually is. We have therefore defined these three forms of contact as conversions.

Next Step – Making Decisions

The next step is to make decisions and choose a focus. Each visitor will first come a page on your site, a landing page. When the visitor reaches the landing page, what do you want them to do on the page and how will you make it easier for that to happen?

Let’s take a look at an example,, which is one of our own projects. In general, we want the visitor to shop for garden equipment in the store. On this specific page that we see in the picture, we want them to buy Gnistan. Now this is no conversion miracle, we have just started working on the conversion rate of Gardenhome and it is a process that takes time.

Based on the goals of the individual pages, the plan is set up. Start by familiarizing yourself with what is preventing the visitor from buying the product on that page – it is often a matter of removing obstacles. There may be many shortcomings, the page may not inspire the confidence required or perhaps it is unclear what you are expected to do on the page?

Usually one way forward is to remove unnecessary things, making it easy for the visitor to understand what you offer. Also, you have a bit of luck here; you don’t need to be spot on immediately, because you will have the opportunity to test this.

Tools for Conversion Optimization

Fortunately, there is a tool that enables you to proceed; otherwise we would all just grope in the dark. It’s all about A/B testing or multivariate testing. The idea behind A/B testing is simple: you show one version of the page for some visitors and another version for other visitors. Once you have reached a sufficient quantity you know which version works best. You then start with that in the next iteration. The multivariate testing is a bit smarter, as you can test more things at the same time. To perform these tests there are tools and we have two favourites among these:

Google Analytics Experiments

Visual Website Optimizer

Draw Conclusions Based on The Data

When you have the data for how the visitor reacts to your changes, you need to draw conclusions. Why is one page better at converting than the other? Can you develop this even further, or is there something else missing now? At this point, you need to go back to the planning stage – you have to understand what do with your new and more effectively converting page. What is missing that could further improve conversion?

Now you can iterate this process again and again. Make a plan, implement it, measure, and draw conclusions.

A Summary of The Method

Start by defining what you want to achieve. What is a conversion? The next step is to familiarize yourself with what the visitor needs to do, in order to do what you want them to do. Implement and test your thesis. Go back once again and look at the page when you have received the test results, implement and test once more. Continue.

How Is Conversion Optimization Related to Search Engine Optimization and Advertising?

In many of the steps when working with search engine optimization and keyword advertising, you need to keep the focus on conversion. It is easy to think that conversion optimization begins when the visitor arrives, but to be really effective it needs to start before that.

Think carefully about your keyword analysis. Consider a visitor who searched for ‘buy fire pit’ as in the example above. How big is the likelihood that the visitor actually buys the fire pit compared to someone who searched for ‘how to make a fire’? It is a somewhat extreme comparison, but every page in the search results above could be relevant for ‘what is a fire pit’ or ‘free fire pit’. None of those keywords would be as good at converting as ‘buy fire pit’.

Here you will also get better control of what is expected of each page on the site. With a properly implemented search engine optimization based on a keyword analysis, you will already know what the visitor is looking for on the specific page. You can also make sure that your offer is shown to the right people. For keyword advertising, this is vital. Here you test ads in the same way we talked about testing landing pages earlier. Which version offers the best conversion rate at the best price? That is the question you should constantly be asking.

CRO And SEO Are Not the Same Thing

Finally, there are those who insist that these disciplines are the same thing. CRO and SEO have many similarities, but the work itself is unconnected. Should building stadiums and playing hockey be part of the same job description, or do they each require specialist skills, so that it is unreasonable to think that the NHL guys should build their own ice hockey rinks?

5 SEO Actions for Those Who Think They Are Done with Optimization

Do you find it difficult to identify areas where you can improve your site? Does it feel like you have done all that is possible when it comes to search engine optimization? Here are five points that almost everyone needs to work on, regardless of how far you have come.

Speed Up Your Site

We work a lot with this, and it might make us think that it’s a bit more important than it really is, but the time it takes to load a page is extremely important for Google. Here, there is almost always more to do for those who feel that everything else is finished. loads somewhere around 200 ms, if you disregard an annoying Facebook-pixel needed for our marketing there. It is of course possible to speed that up; for example, we still have several different CCS files, and the fact that we chose to have https also slowed things down slightly.

Create New Landing Pages

There is almost always more traffic to bring in for those who can deliver content to an already strong site. Based on a thorough keyword analysis, find keywords on which you don’t rank, but that still drive a certain amount of traffic, and start producing good landing pages.

We adopt this method on almost all projects where we are out of other ideas, when you already rank so well that other measures don’t add very much. We often use our partner to help out with content.

Improve Your Landing Pages

Pages on the site with a lot of traffic or links (external) can be a gold mine for those who have the energy to go through them. Especially if you have an old site, there may be good reason to go through the Analytics and the Search Console to find pages that are strong, but that have not received the attention they deserve.

I personally do this regularly on this site. Above all, I think it works well for finding pages with a lot of traffic and high bounce rates in Analytics. I already know that the pages have potential, but they don’t live up to the visitor’s expectations. Improving those pages will deliver results every time.


There is no limit on how far you can reach with the outreach. Unfortunately, it is rarely cost-effective, although that depends on the niche. Build relationships with bloggers and webmasters, and make sure you’re mentioned and linked to. If you have products to send, do so, otherwise you need to boost these efforts with content marketing.

Optimize Images – The Next Level

Have you paid attention to Google’s image search? If you search for a stock photo from your site or a product image you received from the supplier, can you find more of them? Do you seriously think that Google will perceive you as unique if they can find other identical pictures?

Naturally, the search engine understands that providing unique photos are not always possible, but all of Google’s other requirement have uniqueness at their core. There is every reason in the world to make sure your images are unique if you have already taken care of all other optimization. This can be a considerable undertaking – we have just started to try to solve this problem on this site, because we use stock photos a lot.

Of course, the images should have the right size, the correct name, be compressed and have the right alt tag as well.

Was That Too Much Information?

Were these five points too big for you to feel that you can successfully tackle them? If you have not come this far yet in your optimization, there might be easier things to get started with. Have a read through our 31 SEO tips in 31 days, a guide for those who want a little more speed and a little less boredom.

31 Tips That Will Improve Your Search Engine Optimization

Search engine optimization is slow work. Getting to the top with a more difficult keyword can take a very long time. Once you’ve done that, however, it is most certainly very profitable.

A way to constantly move forward is to do something every day; to keep on going. Accordingly, we’ve put together a list of 31 tips that you can easily complete at the rate of one per day. So, here you go: a month’s worth of search engine optimization, in one easy presentation.

This article was first published in 2014, but we liked it so much that we decided it was time for an update. The tips are still relevant, but some names have changed; Webmaster Tools, for example, is now known as the Search Console.

31 SEO-Tips

Go through your titles. The maximum number of characters, including spaces, needs to be somewhere between 55 and 61 for Google to include everything in the search results. This really depends on the width of the pixels you should have with the Google fonts (512 is max). Screaming Frog can help.

Find the pages with the highest bounce rate. Open Google Analytics and find the pages that have the highest bounce rate for search traffic. Identify the problems; what is it on these pages that doesn’t let visitors do more on your site? Sometimes it is about technical problems, such as the time it takes to load a page; sometimes it is about the content not matching the intent of the person who did the search. Here you may need to try different things until you find the right tactic.

Read through your text and correct mis-spellings and any grammatical errors. Of course, if you have a big site, this may not be achievable in one day, but text is extremely important for search engine optimization. Start with the most important pieces of text, read them through again and make sure that everything is correct.

Find and eliminate the 404s. Unless it’s a very special set of circumstances, you don’t want to serve 404-responses to Google, or anyone else for that matter. Use the Search Console to find any 404s and turn them into something useful.

Find more Long Tail. With the help of the Search Console and the Google Keyword planner, you can get suggestions for more words and phrases. Find 3 to 4-word combinations and build content for these, whilst always, of course, remembering Panda as part of the process.

Write a robust buyers’ guide on any given product, suggesting what any potential customer should consider when buying. Buyers’ guides are a great way to find customers who are in the market for a product, but who haven’t yet made a final decision.

Tag your products or articles. By using tags to sort similar items and products, you can gain a lot of relevance within the site. Make sure that similar articles link to each other as often as possible.

Create and upload an updated XML sitemap to Webmaster Tools. Doing this regularly makes indexing easier for Google.

Improve and market your old material. Don’t let old articles or products languish unseen at the bottom of your categories. Improve the pages, fill them with content and make them visible again.

Remove unnecessary links from navigation. Less is more when it comes to search engine optimization, at least as far as navigation is concerned. Have a re-think about your navigation; are there any links you can do without?

Put yourself in the shoes of a competitor. Use Sistrix (now that our previous recommendation, SEOlytics, no longer exists) to identify which keywords a competitor might consider important and consider imitating them.

Write, write and write again, just like I’m doing here and now. If one of Sweden’s best paid search engine optimizers sits and writes long blog posts, there must be something to it, right?

Get to know an important blogger. Actually, I think you should do this every day. Links are the life-blood of the internet, and it’s no wonder that Google ranks links as the single most important factor in the algorithm. Make sure you get to know all the people that might one day consider linking to you.

Measure your positions, using a good tool. We would offer Advanced Web Ranking as our tip, though SEOlytics or Gserp also work.

Check the size of your images. If they are too large or too small, this is no good. Check that the pictures are at least of the size that they appear on the page. There is often much to gain here, because Google seems to prioritize speed more and more. By working actively with compression and size, you can be rewarded with much-improved positioning.

Speed up the site. Cache-solutions, minimizing CSS and so on. There is a lot you can do to speed up a site, and speed really counts for a great deal as far as search engine optimization is concerned. Slow sites are pushed down in the search results, and fast sites are just more user-friendly all round.

Make sure to include keywords in your main headings. This trick is overlooked surprisingly often, not so frequently among web shops, but on other sites. A catchy slogan as H1 is all well and good, but will not be help conversion rates. Tell the reader what the page is about and make sure the appropriate keyword is included.

Go through your descriptions. Google has recently changed the font in the search results, so your Meta-descriptions might no longer be properly visible. Check them and make sure to include the keyword of the page at the same time. Screaming Frog can help here as well.

Make sure that no one is copying your content. Pick out some sentences from your text and do a search in Google using quotes. Sometimes the content will have been copied, and this can create problems. Although resolution can prove difficult, an email can often solve more than you might think possible. Additionally, if your competitor is higher in the rankings than you, you may want to re-write your text.

Locate any 302s. Some CMS creates 302-redirects or other strange redirects. Find any possible 302 and change them to 301. Screaming Frog can save you a lot of time when doing this.

Sign up for Places for Business. By putting your business on the map, you can bring in some more customers.

Add a video. For some segments, video works very well. Try adding a video to a page to see the results.

Get a good link. Nowadays, a really good link can make a huge difference. Locate any resource within your segment on the net and make sure to put a link there.

Pay attention to people who link to you. By so doing, you show the world that you regard this as important and that you are willing to give credit to these people. It is a signal worth sending.

Write a press release. Google has argued that press releases aren’t worthwhile anymore, but we say that they’re wrong. A well-written press release with a decent link to your site will improve your search engine optimization.

Be sure to have correct and search engine-friendly search paths. To have the keyword in the search path still matters; there is no reason to have anything other than proper static search paths.

Watch your anchor texts. Take a look in MajesticSEO to check your anchor texts on incoming links. If you have worked with search engine optimization for a while, there is a risk that it might look a little too aggressive. Remove all aggressive anchor texts.

Hooray for anchor texts. Check through your internal anchor texts, where you can afford to be more aggressive, but not too much so. Make sure to link to pages using the keywords they should be visible on.

Remove irrelevant information. If, for instance, you used to have a blog or a forum which are no longer active on the site, clear them off. If you previously had a more sprawling site, possibly because you sold a bit of this and a bit of that, or if there is content which for some reason is not on topic, take it all away. Decide whether any particular content really belongs on the site.

Make sure that all your images have Alt and Title. Tagging your images is just common courtesy. It is not only good for the visually impaired, but also for search engines that might otherwise have a hard time understanding pictures.

Use synonyms. Make sure to add synonyms to the keyword you want a page to be visible on. Do not hesitate to add more text to include important synonyms, inflected forms or other variations on the words.

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