Search Engine Optimization (SEO) for Beginners

What is SEO? That’s a big question, so let’s start by answering a little less of the sort.

How do you find videos, news, and information online? Sometimes you know exactly which website to visit, but in the vast majority of cases you skip a trip past Google and search for, let’s say, “The best restaurant in Bologna”.

And on Google, a lot of what is called organic search results pop up. But have you ever thought about why you are introduced to that particular restaurant in Bologna? The answer is SEO.

SEO stands for search engine optimization – in Danish search engine optimization. The restaurants in Bologna, or rather the pages of restaurants in Bologna that you see on the first page of Google, are all optimized to hit exactly the search you have entered. What is Competitive Analysis? How To Do Competitive Analysis? Why is it Important?

In this blog post you will find answers to the following:

  • What is Search Engine Optimization (SEO)?
  • Why Search Engine Optimization (SEO)?
  • What is included in search engine optimization?
  • Is search engine optimization always necessary?
  • Where to start a search engine optimization?

What is search engine optimization (SEO)?

Search engine optimization or SEO is creating organic traffic to a domain by optimizing the domain’s content and structure so that Google and other search engines have an easier time understanding the page and content. Making it easier for the search engines to understand the pages, increases the chances of good rankings and thus increased organic traffic. 

In this blog post, we are mostly based on Google, because according to Statista, Google accounts for over 92% of global searches. 

Why Search Engine Optimization (SEO)?

One must work with search engine optimization, to create organic traffic to one’s domain, but in addition, SEO must be seen as a means of answering readers’, customers’, and visitors’ questions on one’s side. It thus creates a good user experience on the site, but at the same time, it creates organic traffic through various search engines. 

SEO is a long-term investment that must be part of a business marketing strategy. SEO is not like paid, such as Google Ads, where you can turn visitors on and off with a single click. 

Good SEO means that you rank and answer your customers’ queries on the page, and in this way both create organic traffic to product pages, blog posts, and videos. How to Become a Search Engine Optimization (SEO) Analyst?

What is included in search engine optimization?

Google itself explains that they measure on over 200 different parameters, but that is so much more than just 200 parameters. Google uses AI (Artificial Intelligence or Artificial Intelligence ) and ML (Machine Learning or Machine Learning ) to understand, index, and rank websites, and various updates to their algorithms often lead to new actions/rules or parameters.

An example could be the algorithm update regarding YMYL (Your Money or Your Life), which meant that GemSleek is always displayed as one of the top SERPs (Search Engine Result Page: Results page in Google when you google) results when it comes to searches around health. In short, the goal of YMYL was that pages that come with advice for your health and your finances should only be shown if the advice came from authoritarian and credible sources. Google Ranking Factors: The 200+ Google Ranking Factors

The most basic things involved in search engine optimization can be:

  • Technical analysis
  • Keyword analysis
  • On-page analyze
  • Competitor analysis
  • On Page SEO
  • Linkbuilding

Although it may sound scary, there is no reason not to throw yourself over parts of the process – and you can get far by knowing a few tips and tricks. 

Is search engine optimization always necessary?

Both and. It is often about crowns and ears. What do any changes cost vs. What do you get out of it? If you had to fix all the problems on a website, it would often be an expensive affair, so most often you work with what makes sense. 

A good example of where it almost always makes sense is webshops. Make sure that your product filtering is checked, that your filter works correctly, and creates the correct landing pages (pages that can be indexed by Google – ie shown in the search results).

A search engine optimization can thus be the optimization of many things. If you run a blog such as our blog at Brand Movers, a search engine optimization may include a keyword analysis that can find new relevant keywords for you to work with, which will increase your organic traffic. A relevant keyword could be “running shoes” for someone who sells sports equipment, but it could also be: “Which running shoe is best for rehabilitation?”. How to use SEO for your business

Where to start with search engine optimization? 

Typically, you will look at the foundation of the page in question, ie make a technical analysis of the page. If one did not look at the technical first, it would be equivalent to building a new floor on a house where one has not examined the foundation of the house for defects. 

Why do search engine optimization (SEO)?

Boiled down completely, it’s about driving organic traffic to the site, and since over 91% of the searches take place on Google, it is most often Google SEO specialists optimizing towards.

SEO is much more than just “organic traffic”, but to create organic traffic, it is about a domain that can be read and understood by Google, so that they can show the different pages of the domain in the search results. 

In addition, one also looks at the performance of the domain in question. If the page gets traffic then does it end up in conversions, or do visitors leave the page again without taking any action? 

What is included in search engine optimization?

  • Technical analysis
  • Keyword analysis
  • On-page optimering
  • Competitor analysis 
  • Linkbuilding

Did you know that:

  • 1 second delay reduces page views by 11%
  • 1 second delay can remove up to 7% of potential conversions.
  • 74% of users will leave a website on a smartphone if the page is more than 5 seconds to load.

Technical analysis

Technical analysis is made to give an idea of ​​why the site’s content performs as it does – good or bad. You use a crawler such as Screaming Frog to run through all the page’s URLs and display the data. The technical analysis thus helps to understand the cornerstone of the domain itself.  

The most important thing will be things like the loading speed of the page, indexing of the pages, and the internal links. If you optimize these three things, then you are already very far in terms of technical optimization. 

If you do a classic technical analysis of your website, then most pages would get a lot of errors, but it may not always pay to fix them all. This is where expertise comes into play. Not all optimizations provide the same “seo value”, and some optimization options are straightforward, and others may cost a lot of money to implement. What is Local SEO? Why local SEO is important?

Free tools for the technical analysis

Google Pagespeed Insights

To check speed and whether Google is having trouble reading some of the elements on your page. 

Google Search Console

The Google Search Console (GSC) is one of the most important, if not the most important, tools when it comes to SEO. The Google Search Console was formerly called the Google Webmaster Tool. By installing GSC on your site, you can get information about the health of your site. Here you can also check if your page has problems with indexing, redirects and whether your pages meet the Core Web Vital requirements. 

We strongly recommend that anyone who wants to work with SEO on their site make sure to have GSC installed.

Also, remember to upload the page’s XML sitemap to the Google Search Console.

Screaming Frog

Screaming Frog (SF) is a crawler where you can enter your domain and then it downloads a lot of information for each URL. SF is a partly free program if you do not have over 500 URLs on your site.

In SF you can implement your GSC access so you can easily see if your pages are indexed by Google, but you can also see your titles and meta descriptions – and much much more! 

We would recommend that you download the program, read an introduction on Screaming Frog’s blog, and otherwise just move around the program.

Screaming Frog can also show you where your internal pages get links from on your domain. You can easily see which pages get the most links and which pages may need to be worked on. 

Errors that you can fix yourself:

    • 404 error: Be sure to get redirected old HTML pages to their new and corresponding page. If there is no corresponding page, then redirect the page to the front page. (Screaming Frog)
    • Zombie pages: Pages that you can not find via. internal links on the page. (Screaming Frog)
    • No H1: Check all your H1 pages and make sure they are optimized. (Screaming Frog)
    • No or too long page titles: Make sure you have easy-to-read, accurate, and not too long titles for your pages. (Screaming Frog)
    • No index: Check if your pages are set as no index. No index prevents Google from indexing the page and therefore does not display the page in Google’s results. (Google Search Console)
    • Robots.txt: Robots.txt is another way to tell the search engines which pages on the domain are relevant to visitors, thus avoiding them from being displayed. (Google Search Console)

Areas that require a lot of expertise

Loading speed has a huge impact on usability, so it is an important aspect to work with. Make sure to optimize your images so that they take up as little space as possible and that you do not have too many resource-intensive elements on the page, such as too much javascript. 

Loading speed may not be something you can optimize yourself, but you can always test your site and have an SEO consultant or webmaster correct the errors. You can test your website with PageSpeed ​​Insights from Google.

Pagespeed insight will give you a score between 1 and 100, as well as some optimization suggestions that could be essential to get made. How do you play 2 players on PS4?

Keyword analysis

A keyword analysis is an analysis that is made to map out which search terms the site’s customers use to find the company’s products. If you sell e.g. sports equipment, then relevant search terms could be “tennis shoes”, “running shoes”, “swimsuit”, “diving goggles”, but it could also be keywords such as “best running shoes for marathon running” or “best swimming goggles for children”.

Why do you need to do keyword analysis?

The goal of keyword analysis is to create organic traffic to your site for all the relevant products you sell or to advise your customers before or after the purchase. All in all, it will create organic traffic to the site, which may end up in sales or some other form of conversion.

A keyword analysis can help make sure you rank on search terms targeting different areas of your customers’ buying journey. 

How can you do a keyword analysis?

You can use Google Ads to find search volume for different keywords, but a really good way to get inspiration is by Google your keyword. Let’s use “sofa” as an example.

In the SERP you will see Google’s “People also ask about”

So here are some questions that people often ask Google about sofas and that might be relevant for you to answer on your site. 

In addition, at the bottom, you will also see “related searches”.

So now you have an overview of questions that you can answer on your page, but at the same time “related searches” show some relevant landing pages that can be made on your webshop. Can you filter your webshop for 2 or 3 person sofas and will these pages be indexed by Google? 

There is also software that makes the process much easier, but these programs often cost a good chunk of money. We can recommend Ahrefs, SEMrush, and Kwfinder developed by Mangools. 

On-page SEO-analyse

In short, optimizing “on-page” means making sure that the specific page is as easy to understand for Google as possible. That is, Google has an easy time understanding what the page is about. 

There are different parameters on a page, all of which have different parameters in terms of how much SEO value they have in Google’s algorithm, but the most basic ones should always be optimized if you want to drive organic traffic to the page. 

On-page SEO is probably the type of search engine optimization that is most straightforward to tackle for someone new to SEO. 

What is included in on-page optimization?

  • Title-tag
  • Meta descriptions
  • Heading tags (The use of headings)
  • Alt texts (Text associated with images)
  • URL optimization
  • Content
  • Internal links

Even if you optimize “against Google”, you must not forget the actual customer or reader. Therefore, make sure that all your optimizations always make sense to your potential visitors. 


The page title tag is what appears in the SERP as the title of your page’s result. It does not have to be the same as the page title or headline. It can be smart to type the page’s main keyword early in one’s title tag. Be sure to give your potential readers an incentive to click on just the result of your page. Feel free to use call-to-actions in your title tag. 

Other things that are good to use in your title are: 

  • Year (2022)
  • Positively charged words (Ultimate, amazing, boost, captivating)
  • Prices
  • Number (Such as 1-day delivery! Or Buy 1 and get 2)

Meta descriptions

A good meta description contains a teaser about the content of that page and at the same time a reason for readers to click in.  


Make sure your content is wrapped in relevant headings and with a logical structure. 

In HTML language a header is called <h1>, a subject header is called <h2>, a header of a paragraph can be <h3>. The further you move down, the smaller the “value” of the headline becomes. 

An article should have one H1s, two to three H2s, and several H3s. H4s and down do not have much SEO importance, but therefore they can easily help to create a better reading experience. 

It’s a good idea to use similar keywords in the headline, but does not mean that it should be spammy – rather give a super good incentive to read the article. 

Most CMS such as WordPress can use H1, H2, H3, H4, etc., but it may well be that they are called something else such as heading 1, heading 2, etc. 

Alt texts

An alt text is a text that you add to the image, preferably descriptive of what is in the image. An alt text has SEO value because the name of the image and the alt text are the only thing the search engine can understand around the image.

I always recommend people to make their alt texts as if they were to describe the image to a blind person. There is a good rule of thumb for making relevant alt texts for your images. 

In WordPress, you have the option to enter the alt text when you upload the image. 


The art of using the right URLs. In general, it is recommended to keep your URLs short and relevant, but feel free to use your keyword for that page in the URL. In addition, avoid using Æ, Ø, and Å. 


Content is the alpha and omega of your domain. If you do not answer your readers’ questions for a given keyword, the page will not get organic traffic. This applies to both blog posts and webshops. 

Writing SEO-friendly texts has two facets: the reader and the search engines.

We always recommend writing to the reader and then optimizing for the search engine, but make sure your content provides value to the reader and then structure it accordingly so that the search engines can easily understand it. You do this, among other things, by using the right headings, structured data, and not writing too long paragraphs. We have also written a detailed guide on how to optimize your SEO texts. 

Internal links

When Google needs to index and understand your page, internal links are one of the most important tools. Internal links also make it possible to create a good user experience by linking relevant topics together, but in addition to giving the reader a good experience, it will also help Google better understand the relevance of the pages. 

A good example is a link we just inserted above. This page is linked to the page about writing “SEO texts that set fire to your organic traffic” because it is relevant to the readers of this page, but it also lets Google know that the blog here deals with something semantically related to “SEO texts ”. 

Competitor analysis

What is meant by this? These are various analyzes of the domains that drive traffic from keywords that you might also be interested in being ranked for. 

It can be both webshops that often rank for commercial or transactional keywords such as: “buy used Peugeot” or “travel to Malaga”, and knowledge centers that often rank for informative keywords such as “which car is best to travel far in?” or “which electric car can run the longest on a battery?”.

A webshop can also rank well for informative keywords, but they (unfortunately) most often focus on keywords that are far down the buying funnel. 

Why do you do a competitor analysis?

To know if it pays off. One has to find out if the competitors are very strong players in the market with strong link profiles and well-optimized pages, or if it is a “low-hanging” fruit – just to pick. 

New domains do not have the same credibility and expertise in the eyes of Google, so even if they have to optimize against the most competitive keywords, it can also pay to work with keywords with less competition. 

What is included in a competitor analysis?

An SEO competitor analysis is a data driven analysis that contains:

  • Competitors’ keywords
  • Competitors’ link profile
  • Technical setup
  • Keyword gap analyses
  • Topical authority
  • The competitors’ most converting pages

How is a competitor analysis done?

All SEO experts use some form of software to automate the collection of competitors ‘data and visualize the competitors’ data for them. 

The most used are Ahrefs, Semrush, and SE ranking. 

Doing a competitor analysis without these tools can be done, but since this guide is made for new people in SEO, we would strongly recommend paying for one of the above tools. We would recommend 

Ahrefs automates a lot of things that it would take a long time to find/make yourself. Among other things, it easily provides an overview of domains, which rank for the same keywords as your domain and shows their link profiles in a few clicks. 


In short, link building is when you get other domains to link into your own. In this way, some of the value is transferred from the sender domain to the receiving domain. 

Link building can take place in a lot of different ways. Natural link building is always preferable, ie links you get because others naturally find it relevant to link to your content.

Why do link building?

A link from another domain is seen as a form of “recommendation” in the eyes of Google. That is, the more credible and topic relevant domain you get a link from, the more that link is worth in itself.

In general, if done correctly, purchased links do not provide the same value as natural links, as Google by these links is not “earned” through good and relevant content.

Here are some of the most common link building methods:

  • Natural link building (Deserved links)
  • Purchased links (You pay a link wholesaler or domain to link to your page)
  • Guest post (You create content for other people’s pages, where you then link to your own)
  • Business Registration Pages (You create your business. They often allow you to link to the page). 
  • CSR links (Several CSR initiatives link to the companies that support them)
  • Comment track links (Links from a comment track on an online forum)

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