Landing page, keywords, and an “SEO tool” is a combination I see more and more often. It’s not a bad starting point for those wanting to capture a few positions and learn more. But if you seriously want to grow in search engines, it’s not enough.
A tool that tells you to bold a certain word, include it in the heading and title, isn’t wrong in itself. It can very well be the right thing to do, and I never stop stressing that you must place the keyword in the right spots. At Brath, juniors hold their role for at least two years before being considered knowledgeable enough to take full project responsibility. Do you think we’d spend that much time training if all you needed to learn was putting keywords in headings?
More layers of complexity
Yes, all landing pages that are expected to rank for keywords need to have those keywords in all the right places: headings, titles, meta description, and so on. The text also needs to be thorough and substantial. Images must be web-optimized, and the page must load fast. All of this can be handled by a tool or any junior developer at an agency. Unfortunately, it’s like saying you need to be clean, tidy, and punctual at a job interview.
The next step
The text also has to answer the searcher’s question — it must be the best place to land for someone with your visitor’s search intent. If someone searches for “Facebook Login” (once a huge keyword), are they looking for a description of how to log in, a list of common passwords, Facebook’s homepage, or a dedicated login page? Along with this, your title must not only contain the keyword but also compel the user to click. You’ll also need a headline that includes the keyword and makes the visitor want to stay and read more.
The next step
Pages don’t exist in isolation; your landing page exists in a broader context. What content is structured around it on your site? Is the page supported by other content that captures related aspects of your topic, or does competing content cannibalize it? Could filters affect the page, your site, or that keyword in that specific search result? Are there local aspects to consider? In SEO, results differ between Stockholm, Örnsköldsvik, and Vetlanda. Can your content handle that?
The next step
SEO has long been about the combination of landing pages and links. You optimize a landing page and then build links to it, aligned with the target keyword. That’s one step forward, but today’s filters in search engines mean it’s rarely the right way. Sometimes, even a single link can be too much.
The sensible route for most is to build overall site authority with strong, trustworthy links — not chase single keywords. Then work on site structure and landing pages so authority flows to the right places. Only after mastering this should you focus on links to specific pages.
Links themselves are another layer of complexity. I don’t think I’ve ever met an SEO with less than ten years of experience who does a truly solid job of evaluating links. People use every tool imaginable, homegrown metrics, sloppy best practices, or just guess.
My share of the blame
I’m convinced I carry part of the blame here. I’ve dedicated much of the last 14 years to teaching SEO, and you often need to simplify to help people get started. Getting started, as we know, is the first step to success in SEO. I’ve written article after article, given lecture after lecture about the most basic fundamentals. Unfortunately, that might have made many believe that’s the whole job.
Yes, you must show up clean and on time for the interview. You’ll be expected to explain your work history. But that’s not what gets you hired — because every candidate can do that. It’s not even just about experience or years in the field. It’s about what you bring to the table and whether you fit the team.
No need to overcomplicate
That doesn’t mean things should be overcomplicated. Jargon, broken Swenglish, and intentional obfuscation always annoy me. Sadly, our industry is full of it. It’s hard to avoid — even in this article I’ve used words like SEO, titles, meta description, search intent, cannibalization, landing page, authority, and site structure. Believe me, I struggled with whether to write them down. It’s not about making things harder.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.