In this first article, I explain why Domain Name System matters for SEO and set the stage for a second, more in-depth follow-up article.

How DNS directly influences SEO performance

DNS is best known for translating human-readable domain names into numerical IP addresses, but its impact extends far beyond basic navigation.

From an SEO perspective, DNS directly influences critical factors such as website speed, uptime, accessibility, and how efficiently search engines crawl and index content.

Slow DNS resolution, misconfigured records, or unreliable DNS services can lead to increased load times, downtime, broken redirects, and ultimately poorer user experience. Those are signals that search engines take seriously when ranking websites.

Why DNS optimisation is no longer optional

In today’s competitive digital landscape, where performance and reliability are essential, understanding how DNS affects SEO is no longer optional.

For website owners, marketers, and IT decision-makers alike, gaining insight into the relationship between DNS and search engine performance can unlock tangible improvements in visibility, credibility, and rankings.

Purpose of this article

I will explore, in a two-part series blogposts, the relationship between DNS and SEO and how optimising DNS can support stronger search performance on your website.

In this first post, I focus on the fundamentals: why DNS matters for SEO, how DNS works, and how DNS settings form a critical part of a website’s technical SEO foundation.

In the second article, I build on this foundation by examining how DNS performance affects SEO in practice, covering loading speed, availability, reliability, and the role of domain names in search visibility.

Together, the two posts provide a complete view of DNS as a strategic asset for long-term SEO success.

What is a Domain Name System?

DNS fundamental role

DNS (Domain Name System) is a fundamental part of how the Internet works, even though it operates in the background. It allows accessing websites using readable domain names instead of numerical IP addresses.

When a user enters a domain in a browser, a DNS resolver searches for the correct IP address by contacting different DNS servers, including root servers, top-level domain servers, and authoritative name servers. This process ensures users and applications are directed to the right website quickly and reliably.

Without DNS the Internet wouldn’t work

DNS is predominantly used in the background; however, every time you get online you are making use of DNS.

The DNS is instrumental to virtually every connection made on the Internet. In fact, the Internet wouldn’t work without the DNS.

The Domain Name System consists of two separate components:

• The first component is a hierarchical distributed database that together holds the naming information for every domain on the Internet. This is called the Authoritative DNS.
• Second, the mechanism that resolves the client’s name queries (for example, your browser) is called a DNS resolver. Its job is to traverse the distributed name space to resolve the IP address for the queried name.

Background

Computers Communicate via the Internet Protocol

The Internet Protocol (IP) developed by Vint Cerf and Robert Kahn, standardises how computers communicate over the Internet. In the early 1970s, computer networks consisted of only a few dozen machines.

Today, the Internet connects billions of devices worldwide, each with its own IP address. When you visit a website, your browser connects to the server’s IP address and retrieves the website’s content, which is then delivered to your device.

The Domain Name System as a Phonebook

The DNS is essentially the Internet phone book, which translates the names you enter in the browser into IP addresses that the computers require to set up connections to other computers

What is a URL?

A URL stands for Uniform Resource Locator, which is the formal technical term for a web address.

A web address is the string you type into a browser to visit a website or a specific web page. URLs identify resources on the internet, such as documents, images, or video files.

Browsers use URLs to retrieve this content. URLs are easier for people to use than IP addresses, which are numerical codes assigned to devices on a network. They help users find web pages or navigate to different domains (distinct website addresses).

URLs are essential to the web. They enable hyperlinks, letting users move between pages. When you click a link or enter an address, the URL appears in your browser’s address bar and directs you to your destination.

There are six different parts of a URL:

• Protocol
• Subdomain
• Root domain
• Path
• Subdirectory
• Slug

protocol

The protocol, or scheme, is the first part of a URL (Uniform Resource Locator). It defines how a browser (the software used to access websites) communicates with the server (the computer hosting the website) and retrieves the resource (the specific file or page you want to see). It sets the rules for data transfer.

The most common web protocols are HTTP (HyperText Transfer Protocol) and HTTPS (HTTP Secure), with HTTPS being secure.

See image 1.

subdomain:

After the protocol (such as https://), a URL may include a subdomain—an optional element used to organise content within a larger website. The subdomain is the part of the web address that appears before the main domain name and helps designate a specific section of the site.

For example, in blog.ollemarketing.com, “blog” is the subdomain, identifying a distinct area within ollemarketing.com.

Subdomains help group related content clearly and logically. Common examples are blog, news, support, or community. While not required, subdomains are popular because they improve site organisation, make navigation easier for users, and help search engines understand a website’s structure.

root domain

The root domain is required for every URL. It consists of two parts: the second-level domain (SLD), which is the name chosen for a website, and the top-level domain (TLD), such as .com, .org, or .net.

Second-level domain (SLD): The unique name registered for your website. It typically reflects your brand or business, like ollemarketing, and is the core identity of your site.

Top-level domain (TLD): The TLD is the last part of a website address and indicates the website’s type or purpose. For example, .com stands for commercial businesses, .org for organisations, .edu for education, and .net for networks.

In ollemarketing.com, “ollemarketing” is the SLD and “.com” is the TLD. Choosing a familiar business name as the SLD with a well-known TLD like .com aligns with user expectations and clarifies your website’s purpose.

path

The path is the location of a resource within a website, usually a page. It follows the root domain and uses forward slashes (/) to separate segments.

The path also affects how search engines view a site’s structure. A clear path helps crawlers understand page relationships and content hierarchy, improving search visibility.

See image 1 and the section about Slug further down.

subdirectory

The subdirectory follows the root domain and acts like a folder in a file system. It adds context by indicating a specific website section. For example, /pricing signals the page covers pricing information, guiding users’ expectations.

Often, a URL ends in a subdirectory when linking to a main section or landing page. While subdirectories look like folders, they may not match physical server directories. Content management systems (CMS) organise URLs to be logical and user-friendly, even if storage is more complex.

Subdirectory names should be clear and descriptive. Common choices like catalogue, blog, pricing, shipping, and help improve usability by making navigation straightforward for both users and search engines.

slug

The slug is the final part of a URL and represents a concise, readable description of a page’s content. It usually appears as a single word or a short phrase separated by hyphens, making the URL easier for both users and search engines to understand. The slug comes after the last slash in the URL, typically following the subdirectory.

The slug for this very article is why-dns-matter-for-seo. See image 1.

DNS hierarchy structure

The Domain Name System is organised in a hierarchical, tree-like structure, see image 2. Each level has a specific role in helping translate a domain name into an IP address.

root servers

At the top of the hierarchy are the root servers. These act as the starting point for DNS lookups.

They don’t store IP addresses for websites; instead, they tell the resolver where to find the correct top-level domain (TLD) servers. The root servers don’t have records for all domain names, but they keep track of all top-level domains.

There are 13 logical root server systems distributed around the world.

top level domain servers

Below the root servers are the TLD servers, which the root servers direct queries toward. These handle domain extensions like .com, .org, and .net.

Their role is to direct the query further, this time to the authoritative name servers responsible for the specific domain. The top-level domain is the part of the domain name that appears after the last dot, like .se, .dk, or .com.

Authoritative name servers (second-level domain)

The final step is the authoritative name servers. These servers store the actual DNS records for a domain, such as ollemarketing.com. When queried, they return the correct IP address so the browser can connect to the website.

How DNS works

Understanding DNS and domain names

DNS (Domain Name System) works like the Internet’s address directory. It converts the domain names people type into a browser into the numerical IP addresses computers need to locate and connect to websites.

Every domain name is linked to an IP address, and DNS servers are responsible for maintaining and resolving these mappings. By working together, DNS servers guide users to the correct destination, making web navigation smooth and reliable.

Hosts possess distinct IP addresses and hostnames within a network, whether internal or external. A host’s hostname comprises its local or subdomain(s), parent domain name, and domain extension (e.g., .com, .org, .net), collectively establishing a recognizable identity for clients to engage with. See image 1.

Without DNS, using the Internet would be far less practical, since users would have to memorise long strings of numbers instead of simple, readable website names.

How DNS resolves a domain

Whenever someone enters a domain name, the browser or application sends a DNS request to find the IP address behind it. The browser sends the request to the DNS server of your Internet Service Provider (ISP) and asks for the IP address associated with that domain name.

This lookup typically follows several steps.

• First, the request reaches the top level of the DNS system: the root servers.
• Next, the root servers point to the correct top-level domain (TLD) server, based on the domain extension, such as .com.
• Finally, the TLD server refers the request to the relevant authoritative name server, which provides the final answer and returns the correct IP address. See image 3.

However, if the ISP’s DNS server doesn’t have the IP address for the specific search, it forwards the query to other servers. It contacts any of the thirteen sets of root servers located worldwide to determine where to send the query, see image 4.

What is Search Engine Optimization – SEO?

Understanding SEO

What SEO means in practice

At its core, Search Engine Optimization SEO involves optimizing website content and structure so that search engines are more likely to display it near the top of the results when users search for relevant topics.

SEO is the practice of improving a website so it appears higher in search engine results pages and attracts more organic, unpaid traffic. In simple terms, SEO involves the efforts made to help search engines, such as Google, view your website as relevant, trustworthy, and valuable for specific search queries.

How users find content through search engines

Before you can implement your keywords strategically, it can be highly beneficial to use tools that provide insight into search behaviour.

The right tools help you understand search volume, difficulty, trends, user intent, and competitor behaviour — all of which guide smarter decisions in your SEO strategy.

In this section, you will find a range of trusted platforms that support keyword discovery, content optimisation, and performance monitoring, making it easier to refine your approach and ensure your keywords work as hard as they should.

Why is SEO important?

SEO drives traffic to your website

Although traffic can be generated through paid advertising, social media, and other digital channels, search engines account for the majority of website visits.

Organic search results dominate more space on the search results page, are often perceived as more trustworthy, and receive significantly more clicks than paid advertisements.

Competitive visibility in search results

If your website does not appear near the top of search engines’ search results, it becomes extremely difficult to stand out among competitors. This challenge affects organisations and businesses across almost every industry worldwide.

SEO as a cost-effective long-term strategy

SEO is often the most efficient and cost-effective way for brands to understand their audience and reach them at critical decision-making moments. Unlike paid advertising, which requires ongoing investment to maintain visibility, SEO can continue delivering value over time once it is properly implemented.

Compounding value of high-quality content

High-quality content that ranks well for relevant keywords can generate increasing traffic over time. In contrast, advertising campaigns stop driving visitors once the budget runs out.

Why ranking matters

Search engine results are displayed in a ranked order, and websites appearing at the top receive the largest share of clicks.

Typically, the first result captures around 40–60% of total clicks for a given search, while the second and third results receive far fewer.

Very few users, only about 2–3%, click beyond the first page of search results. This means that even minor ranking improvements can lead to noticeable increases in traffic and potential business opportunities.

AI’s impact on SEO

In the current situation with the evolution of the usage of various AI solutions within marketing and marketing communication, no one really has a complete understanding of the magnitude of the impact it has on SEO. This article doesn’t aim to cover this impact and stray from the importance SEO has traditionally had and still is having.

However, what can be said is that SEO is entering a new phase where AI is changing how people search and discover information online.

AI-assisted search is here to stay, but it will mainly support search rather than fully replace it. Users may rely on AI for quick answers, while still clicking through to websites when decisions matter.

At the same time, discovery will continue to spread across platforms such as search engines, AI tools, social media, marketplaces, and niche communities. As AI makes content easier to produce, trust and authenticity will become even more important, and SEO success will increasingly be measured by more than rankings and traffic alone.

Read more here about what can be expected in 2026 when it comes to AI’s impact on SEO.

The role of DNS settings in SEO performance

This chapter explains what you should consider configure and how. Next chapter will deal about why those choices matter for SEO.

Why DNS settings matter for SEO

DNS settings are a core component of technical SEO, defining how a website’s DNS infrastructure is configured and managed.

While content, keywords, and backlinks receive much of the attention, DNS configuration directly affects how efficiently a website loads, how reliably it remains accessible, and how search engines evaluate its overall performance.

Search engines prioritise fast, stable, and secure websites, making DNS settings an important part of meeting those expectations.

The SEO risks of misconfigured DNS settings

Misconfigured DNS settings can have far-reaching consequences. Slow resolution times, broken redirects, or incorrect records may lead to increased load times, downtime, or inaccessible pages.

These issues negatively impact user experience and can prevent search engine crawlers from properly indexing content, ultimately reducing visibility in search results. In many cases, the effects of poor DNS settings are gradual and may go unnoticed until rankings or traffic begin to decline.

Here follows a few examples of impacts of poor DNS configurations:

Hidden Performance Risks

DNS issues can undermine a website’s performance in subtle but serious ways, often without immediate warning. When DNS is not configured correctly, the effects ripple through both user experience and search visibility.

Slow response times and SEO decline

One of the most common problems is increased latency. Slow DNS responses delay the initial connection between a visitor and the website, extending page load times and creating friction for users. Since speed is a key ranking factor, these delays can negatively influence SEO performance.

Downtime and loss of search visibility

Availability is another critical concern. Incorrect or unstable DNS records can make a website temporarily or permanently inaccessible. When search engine crawlers encounter repeated access failures, they may reduce crawl frequency or interpret the site as unreliable, leading to lost rankings.

Traffic Misrouting and Indexing Issues

Misrouted traffic is also a frequent consequence of poor DNS management. Errors in record configuration—such as incorrectly set aliases or IP mappings—can prevent both users and search engines from reaching the intended destination. This disrupts indexing, weakens authority signals, and degrades trust.

Improving SEO performance through DNS optimisation

Several specific DNS configuration choices are particularly influential from an SEO perspective.

Time to live

Time to Live (TTL) values determine how long DNS records are cached before they are refreshed. Longer TTLs can improve performance for returning visitors by reducing lookup times, but they also make rapid changes more difficult. Striking a balance is essential to maintain both flexibility and speed.

Record configuration

Record configuration is equally important. A CNAME records must be set up correctly to ensure that traffic is routed consistently and without errors. Incorrect configurations can result in redirect loops, downtime, or broken connections, all of which are harmful to SEO.

Leveraging CDNs for global accessibility

Integrating DNS with a Content Delivery Network (CDN) further enhances performance by reducing dependency on a single server location. By routing users to the nearest available endpoint, CDNs lower latency for global audiences and support consistent access during traffic spikes.

For businesses operating globally, proper DNS and CDN alignment is a key factor in maintaining strong SEO performance across regions.

Security-focused DNS settings and trust

Security-related DNS settings also contribute indirectly to SEO success. Measures such as DNS Security Extensions (DNSSEC) help protect against malicious activities like DNS spoofing and traffic interception.

While these protections do not directly boost rankings, they strengthen trust, reliability, and data integrity. Those are factors search engines increasingly value when assessing overall site quality.

Choosing a high-performance DNS provider

DNS optimization begins with choosing a reliable, high-performance provider. DNS services vary significantly in speed, redundancy, and global coverage, and these differences directly affect how quickly users can access a website.

Upgrading to a provider with a robust, distributed infrastructure often results in noticeable improvements in loading speed and stability.

Monitoring and validating DNS records

Regular validation of DNS records is equally important. Monitoring and diagnostic tools help identify configuration errors, performance bottlenecks, or propagation issues before they escalate into downtime or ranking losses. Even small misconfigurations can have disproportionate effects if left unresolved.

Keeping DNS configuration simple and reliable

Simplicity also matters. Overly complex DNS setups increase the risk of errors and make troubleshooting more difficult. A clean, well-documented configuration improves reliability and ensures that changes can be made safely when needed.

DNS as a foundation for long-term SEO

Although DNS operates behind the scenes, its influence on SEO is direct and measurable. A well-optimised DNS environment supports faster load times, stronger availability, and a smoother user experience.

By selecting the right provider, leveraging a CDN, and maintaining continuous oversight, businesses can eliminate technical barriers and create a stronger foundation for search visibility.

Monitoring and continuous DNS optimisation

DNS settings are not a one-time configuration. Continuous monitoring and regular optimisation help identify performance issues, configuration errors, or security risks before they escalate into downtime or lost visibility.

By actively managing DNS settings and adapting them as conditions change, businesses can support faster load times, consistent accessibility, and a stable technical foundation for long-term SEO performance.

Summary

The Domain Name System (DNS) is a foundational component of technical SEO, enabling users and search engines to access websites reliably.

Beyond translating domain names into IP addresses, DNS directly influences key SEO factors such as loading speed, availability, accessibility, and crawl efficiency. Poor DNS performance or misconfiguration can result in slower load times, downtime, and indexing issues, all of which negatively affect search visibility.

DNS configuration choices, including TTL values, record accuracy, CDN integration, and security measures, all play a critical role in maintaining performance and reliability. Because DNS operates continuously behind the scenes, ongoing monitoring and optimisation are essential. When managed correctly, DNS provides the technical stability required for strong, sustainable SEO performance.

The next blogpost in this serie explores how DNS performance affects SEO in practice, focusing on real-world impacts such as page speed, uptime, reliability, and the role of domain names in search visibility.

The post Why DNS matter for SEO appeared first on Olle Marketing AB.

AI is changing search — but not the core of SEO

In 2026, Artificial Intelligence (AI) is reshaping SEO in many ways, but the core of SEO work remains. Search in 2026 will evolve into a multi-channel, AI-assisted ecosystem where traditional SEO still matters — just not on its own.

From here, the gap will widen fast: brands that chase shortcuts will fade into the noise, while brands that build trust, clarity, and real usefulness will rise. Not because they “beat” the algorithm — but because they earn attention where it counts: in search, in social, in AI answers, and in the moments people are ready to act.

Because marketing isn’t about tools, it’s about people. And in 2026, the best teams will use AI to serve them better — with smarter content, faster experiences, and more credibility than ever.

Search is now multi-channel (and Google isn’t the only starting point)

Users no longer “just Google it.” They discover brands through TikTok, YouTube, Reddit, and AI interfaces like ChatGPT and Perplexity. Google’s own results have changed too, with AI Overviews and zero-click answers reducing traffic to broad informational pages.

What still works: originality, depth, and trust

Despite these shifts, the fundamentals of strong SEO have never been more critical.

• Search engines increasingly reward content that is original, experience-driven, and clearly written by real people.
• Thin AI-generated articles, outdated keyword tactics, and quick hacks no longer work.
• What does work is depth: authentic expertise, helpful content, strong brand signals, solid technical foundations, and consistent presence across the platforms your audience uses.

What this article will cover

This article explores how AI is reshaping search, why user behaviour is fragmenting, how brand trust has become a ranking factor, and what businesses must focus on to stay visible in 2026 and beyond.

The central theme: invest in value, not hacks

If there is one theme that ties everything together, it’s this: SEO now rewards those who invest in long-term value — not shortcuts! AI changes the surface of search, but it doesn’t change the fact that everything still depends on the quality and usefulness of the underlying content.

AI and user behaviour rewrite the rules

If you work with SEO in 2026, it can feel like the ground never stops moving. One week, it’s AI Overviews and “zero-click” panic. Next week, there are rumours that “answer engines” will replace traditional search.

At the same time, you still need your website to show up, get clicks, and turn visitors into customers.

The confusing part is that two things are true at once:

• AI really is changing how people search and how results are presented.
• The underlying logic of good SEO has barely changed at all.

Recent industry analyses all point in the same direction. On one side, you have shortcut SEO: mass-produced AI content, over-optimised pages, and quick hacks.

On the other hand, you have brands investing in helpful content, strong technical foundations, and absolute authority.

The more AI is baked into search, the more obvious the difference between the two camps becomes.

The new search reality in 2026

Let’s start with what has clearly changed.

AI-generated answers dominate the SERP

Search results today look very different from the “10 blue links” era.

Many queries – especially informational ones – trigger an AI-generated overview or answer block at the top of the page. The user can often get a decent summary without clicking through to any website.

That’s zero-click search taken to the next level.

Zero-Click behaviours and shrinking organic real estate

Traditional organic links are still there, but they are pushed further down the page.

For some businesses, this means noticeable drops in organic traffic for queries that used to be reliable top-of-funnel entry points. It’s not that people stopped searching; it’s that they often don’t need to click anymore to satisfy quick, simple questions.

AI-driven interfaces change how people search

At the same time, AI-native interfaces like ChatGPT, Perplexity or other LLM-powered search tools have created new ways for people to “search without searching”. Instead of typing a query into a search bar, users ask questions conversationally and receive synthesised answers from multiple websites.

Alongside these AI layers, the classic ranking factors are still in play — but interpreted through a different lens:

• User experience signals are more visible than ever: how quickly a page loads, how people interact with it, whether they bounce immediately, whether they scroll, and whether they return.
• Content quality, trust, and brand coherence are not “nice extras”; they are survival factors.

By 2026, SEO is still about helping people find what they need. What has changed is the environment: more AI between you and the user, more compressed results, more competition from big platforms, and more scrutiny of what “quality” really means.

How AI is reshaping SEO, but not replacing it

AEO: The next evolution of traditional optimization

There is much talk about SEO evolving into AEO – Answer Engine Optimization. The idea is simple: instead of optimizing only for search rankings, you also optimize so your content can be used as a source in AI-generated answers.

In practice, the two are closely connected. To be selected as a source by an answer engine, your content still needs to be clear, well-structured, trustworthy, and fast.

Where AI excels — and where it still fails

AI-driven search is powerful at handling generic informational queries. That’s where a lot of “top-of-funnel” content used to live: broad guides, definitions, simple explanations. Tools like ChatGPT or Google Gemini can synthesize that kind of information very efficiently, which means traffic for those queries is naturally shrinking for many sites.

But AI doesn’t do everything equally well. It struggles with fresh information, complex nuance, local detail, and lived experience. That’s where optimized human content still wins — and where SEO is evolving rather than dying.

Structuring content for AI selection

Instead of asking “How do I rank above the AI box?”, it’s more useful to ask:

• What questions will AI likely answer directly?
• What deeper, more specific, or more commercial questions will still need a click?
• How can I structure my content so it’s easy for both search engines and AI models to understand and quote?

Answering those questions leads you straight back to SEO fundamentals:

• Intent
• Structure
• Clarity
• Authority

AI changes the surface of search, but it doesn’t change the fact that everything still depends on the quality and usefulness of the underlying content.

Users don’t just “Google it” anymore

Search behaviour is fragmenting across platforms

Another significant shift is where people actually go when they want information.

Search engines are still central, but they are no longer the only starting point. For younger users, especially, TikTok, YouTube, Reddit, and other social platforms are powerful discovery engines in their own right.

Many product searches start with a TikTok review or a YouTube comparison. Many “is this legit?” questions go straight to Reddit.

People still want human, in-depth answers

People also expect deeper, more human answers. An one-line AI summary might be helpful for a quick fact, but when they are about to spend money, change tools, book travel, or commit to a long-term decision, they still want authentic experiences, honest reviews, and real nuance.

SEO is now tied to your whole digital presence

This means you can’t think of SEO as limited to Google. Visibility now means:

• Being present where your audience hangs out and asks questions.
• Understanding the language they use in those environments.
• Ensuring that, when they eventually do search your brand or your problem area in Google, your site is there to catch them.

In other words, SEO is increasingly connected to your overall digital presence. Google is still the leading destination for “final checks” and brand searches, but much research happens elsewhere first.

From an AI perspective, this matters too. LLMs are trained on public content from many of these platforms. If people talk about your brand, your niche, or your solution on Reddit, YouTube, or blogs, those signals influence how AI systems understand who you are and whether to surface you in answers.

Content in 2026: Human, helpful & harder to fake

Why content quality finally matters again

We’ve all heard “content is king” more times than we can count. In 2026, that phrase will finally grow teeth.

What’s changed is not that content matters; it’s what kind of content matters. In a web filled with AI-generated text, authentic, human, experience-driven content has become noticeably more valuable.

Google’s own guidelines on creating helpful, reliable content and discussions of EEAT, point in the same direction as many independent analyses:

• AI-generated filler content with no original insight is easier than ever to produce, and easier than ever for search systems to detect.
• High-quality, human-written content that draws on real experience, case studies, opinions, and practical detail stands out more than it did a few years ago.

Two very different content strategies

There are effectively two routes you can take:

• Pump out huge volumes of AI-assisted articles, hoping some will stick somewhere on page one.
• Publish fewer, richer pieces of content that show deep understanding and real-world use, with a clear point of view and original value.

The first route is cheap, fast, and fragile. The second is slower but far more durable.

Many smaller creators and specialist brands are now outranking huge sites because they have chosen route two. They write from lived experience, use their own screenshots and examples, and genuinely care about the quality of what they are putting out.

EEAT as the filter for real expertise

This ties directly into EEAT. Search systems increasingly prioritize content written by people who clearly know what they are talking about, and by brands that demonstrate expertise over time.

It’s not just what is on the page; it’s what the rest of the web says about you!

In practice, strong 2026 content tends to:

• Address specific user problems, not just keywords.
• Go into enough depth to feel complete, without padding.
• Include real-world context: what worked, what didn’t, what to avoid.
• Use a clear structure so both humans and machines can follow the logic.
• Show who is behind the content and why they are qualified to speak on the topic.

Where AI fits — and where it doesn’t

AI can still play a valuable supporting role, as an ideation partner, outline helper, or editing assistant. However using it as a complete substitute for expertise is precisely the kind of shortcut that is now getting punished!

Brand, EEAT and branded search: Your hidden ranking engine

Why brand signals now influence rankings

One of the most interesting evolutions in SEO thinking is the role of brand as a ranking force.

It’s not just that Google talks about EEAT in its guidelines. There is mounting evidence that when branded search volume grows — when more people type “[your brand] + [topic]” into search — rankings across your site tend to rise.

How strong brands create stronger search signals

This happens because stronger brands create better signals:

• More people search for them directly.
• More websites mention them.
• More reviews and comments accumulate.
• More social proof appears on third-party platforms.

From a search engine’s perspective, that looks like trust. And in an environment where AI can write passable copy about almost any topic, trust is precisely what is scarce.

Why brand-building and SEO now overlap completely

Some brands are even using this deliberately. For highly competitive keywords, they seed “brand + keyword” combinations through social content, influencer collaborations, and user-generated stories.

Once enough people search “Brand X + rechargeable lights,” for example, the association between that brand and the keyword becomes very strong. Over time, they start ranking for the generic term “rechargeable lights” too.

Practically, this means SEO in 2026 is inseparable from brand building. Case studies on other sites, guest appearances on podcasts, interviews, customer reviews, and even well-handled support threads all feed into a single story: is this a real, trusted, credible entity?

Why smaller businesses benefit the most

If you are a small or mid-sized business, this is actually good news! You don’t have to match big companies on budget; you need to be more human, more transparent, and more consistent in showing your expertise.

Technical SEO foundations you can’t ignore

Why speed and performance still matter

While the conversation around AI and content gets most of the attention, technical SEO quietly determines how far your efforts can go.

Site speed is one of the clearest examples. You can design a beautiful site with incredible content, but if it takes ages to load—especially on mobile — your rankings and conversions will suffer.

Compressed images (for example WebP), sensible use of caching, and decent hosting are not “advanced techniques”; they are basic hygiene factors now. Slow pages are at a disadvantage in 2026, full stop! Google’s own Core Web Vitals documentation is a good reference here.

How structure and internal links guide search engines

Structure is just as important. Search engines need to understand how your site fits together:

• Which pages are most important?
• How are related topics grouped?
• Do internal links make sense, or do they lead nowhere meaningful?

Looking at your top landing pages in GA4 and asking “How can this page help the rest of my site?” is a simple but powerful exercise. Often, your best-performing pages can pass authority to product pages, category pages, or service descriptions that you want to grow.

Why schema markup is crucial in an AI-driven environment

Then there is schema markup.

As AI usage grows, structured data becomes more valuable. When you mark up your business, services, products, FAQs, and other elements correctly, you give search engines and AI models clear labels to work with. That improves your chances of appearing in rich snippets, local packs, and AI-generated responses.

Skipping schema in 2026 means voluntarily speaking a language that search engines only half understand. You can find the official reference at schema.org’s guide and implementation tips in Google’s structured data docs.

Don’t forget the basics: crawlability and indexability

Finally, a surprising number of sites still haven’t submitted a sitemap to Google Search Console or checked whether important pages are indexable. These basics might sound obvious, but they still separate sites that are maintained adequately from those left to drift.

YouTube and multi-format content: SEO’s secret multiplier

Why video builds stronger trust than text

Text-only SEO is fading. Not because blogs don’t work anymore, but because users now expect information in multiple formats.

Video plays a huge role here. YouTube is both a massive search engine and a trust-building platform.

When someone sees a real person explaining, testing, or reviewing something on video, it often carries more weight than a written article. That’s especially true for product categories, tools, and “how-to” content. If you are new to this angle, this guide is a good starting point.

How written content and video reinforce each other

There is also a powerful interaction between written content and video.

Turning your best blog posts into YouTube videos and embedding them back into those articles can increase time on page, improve perceived authority, and, in many cases, help those pages climb in the rankings.

Some creators have moved from positions 2 or 3 to position 1 for essential keywords after adding a strong, relevant video.

Why visuals strengthen both user experience and AI interpretation

Beyond YouTube, images, diagrams, screenshots, and interactive elements support your content’s “human feel” and make it easier for both users and AI to understand.

A page with original visuals and media sends a different signal than one that looks like it was generated in one shot. Read here for more on how video impacts SEO.

Getting ready for AI search – without falling for the hype

Why preparation matters more than chasing AI tricks

Now, what should you do with all this?

Despite the hype around AI, the most brilliant move is not to chase every new tool or “AI SEO hack”. It’s to take a straightforward, structured approach to making your site ready for a world where AI is part of discovery.

There are a few key angles:

Make your content understandable for machines

Use clear headings, logical sections, and schema markup to show what each page is about. When AI systems look for content to quote, they do better with pages whose structure mirrors the questions users ask. Google’s structured data guide is the technical backbone of that.

Focus on experience and clarity

AI tools like to pull from content that answers questions directly and thoroughly. Pages that dance around topics, hide key information, or prioritize sales copy over substance are less likely to be selected or ranked well.

Treat speed and UX as quality signals

Slow, clunky pages don’t just annoy humans; they also send negative feedback into ranking systems. Fast, responsive pages that make it easy to read, scroll, and act will always perform better.

Avoid the traps that the AI-era SEO creates

There are several easy mistakes to avoid in 2026:

• Publishing huge volumes of thin AI content and hoping the algorithm won’t notice.
• Trying to “game” LLMs with black-hat microsite networks or manipulative link schemes designed only for AI outputs.
• Spending large budgets on AI SEO tools that promise results but don’t clearly connect to real revenue.

These might create temporary spikes, but they won’t build the long-term visibility and trust that brands need. As AI systems mature, short-term tricks are likely to be neutralized or even punished. Read here about how fragile those approaches tend to be.

Where SEO is heading beyond 2026

Looking beyond the immediate future, a few long-term directions are becoming clear.

How AI will shape — but not replace — search

First, AI-assisted search is here to stay, but it will likely settle into a more realistic role than the early hype suggested.

People will use AI for quick answers and summaries, yes — but they will still click through when decisions matter. The share of zero-click results will stabilize at some point, and we will all adapt.

Why discovery will keep fragmenting across platforms

Second, discovery will continue to fragment. Google won’t disappear, but it will be just one of several central pillars: AI assistants, social platforms, marketplaces, and niche communities will all retain their place.

SEO will be less about ranking in one place and more about being consistently present wherever your audience looks for answers.

Why authenticity and trust will matter even more

Third, authenticity and trust will only become more critical.

As AI makes it easier to generate convincing text, images, and even video, users will rely more on reputation, recommendations, and their own sense of “does this feel real?”

This is good news for businesses that operate honestly and invest in long-term customer relationships.

How SEO success will be measured differently

Fourth, measurement will evolve. Rankings and organic traffic won’t disappear as metrics, but they won’t tell the whole story.

You will want to know things like:

• How often does my brand appear in AI answers?
• How many people search for my brand plus key topics?
• How does organic visibility support conversions across channels?

This overview and explanation of different SEO metrics can serve as a starting point for understanding which metrics could suit your SEO work.

What won’t change — the core purpose of SEO

Finally, the core of SEO will remain what it has always been: understanding what people need, creating something genuinely useful for them, and making it easy to discover and use.

The tools, interfaces, and algorithms will change. The job — to connect real people with real solutions — won’t.

Conclusion: SEO’s future belongs to brands that deliver real value

Why shortcuts no longer work in modern SEO

SEO in 2026 isn’t more complicated — it’s just far less forgiving of shortcuts. AI now handles generic answers, compresses search results, and filters out thin or repetitive content.

But it also shines a light on brands that demonstrate genuine expertise, publish helpful and experience-rich content, and maintain strong technical foundations.

Why the strongest brands publish with purpose

The real winners are not those who publish the most, but those who publish with purpose.

• They show up across platforms where their audience actually looks for information.
• They earn trust through transparency and consistency.
• They use AI as a tool, not a substitute for genuine insight.
• They optimize for structured clarity, fast performance, and a great user experience.

And over time, these habits create the kind of brand signals that both humans and algorithms reward.

Why timeless SEO principles will continue to win

As search continues to fragment and AI becomes a regular part of discovery, the core principles of SEO remain the same:

• Understand your audience
• Build authority
• Make great content
• Make the content easy to find

The brands that commit to this path will continue to thrive — despite of AI’s growth, but because they offer something AI cannot imitate, hence real expertise, real experience, and real value.

The post AI’s impact on SEO in 2026 appeared first on Olle Marketing AB.

After exploring what keywords are and why they matter in SEO and after diving deep into how to build, research, refine, and expand your keyword list in parts one and two of the keyword research process, we have now reached the final and perhaps most practical part of this series: how to actually use your keywords effectively.

Having a strong list of relevant, achievable, and intent-aligned keywords is only the beginning. SEO success happens when those keywords are implemented strategically — in the right places, in the right ways, and with the right balance between optimisation and natural readability. This final step is what transforms your research into real visibility, substantial rankings, and meaningful user engagement.

In this final blog post about keywords, we will break down where keywords should go, how to integrate them into your content without over-optimising, and how elements like URLs, headings, metadata, internal linking, and content structure all influence SEO performance.

You will also learn how to prioritise which keywords go where, how to avoid common mistakes, and which tools can help you optimise more efficiently.

By the end of this article, you will have the complete picture — from understanding keywords, to researching them, to refining your list, and finally, to implementing them in a way that maximises your organic reach.

Let’s bring it all together and turn your keyword strategy into measurable SEO results.

But wait a minute, before we continue! Won’t the AI’s evolution in marketing change a lot in how SEO is to be executed, including the use of keywords in SEO work? The short answer is that SEO now rewards those who invest in value and usefulness for people searching for facts, in the long term – not shortcuts! AI is changing a lot about the search itself, but it doesn’t change the fact that much of the trust in your offers and solutions to people’s problems, which ultimately determines how successful your business is and will be, still depends on the quality and usefulness of the content on your website.

More about AI in marketing in upcoming blog posts!

Smart keyword placement – where and how

Planning where your keywords will appear within your text—a method known as keyword mapping—can help maximise their impact.

Incorporating keywords into your content isn’t just about dropping them into the text—you need to place them with purpose. Strategic keyword positioning helps search engines understand what your content is about while ensuring the reading experience stays smooth and natural.

Below are key areas how you should consider using your keywords and where placing your main and secondary keywords. By following these practices, you can embed keywords to strengthen SEO while maintaining high-quality, user-focused content.

Page titles and title tags

Your page or SEO title is one of the first places search engines—and users—look to determine relevance. Try to include your primary keyword near the beginning of the title, especially if the title is long. A well-crafted title not only signals what the page is about but can also improve your chances of being clicked in search results.

Subheadings and headings

Use keywords in some of your H2 or H3 subheadings to reinforce key themes. However, don’t overload every heading—select a few that make sense contextually. Your H1 (main heading) should include the primary keyword to set the topic clearly. This hierarchical structure aids both reader navigation and SEO.

Introduction and first paragraph

The opening of your content is a strong signal for both users and search engines. Ideally, your keyword should appear within the first 100–200 words (but not awkwardly in the first sentence). This sets the topic early and shows relevance without sounding forced.

URL slugs

Short, descriptive URLs are easier for both people and search engines to understand. Including your keyword in the slug (the part of the URL that identifies a page) can give search engines an extra clue about the page’s focus. Keep it clean and meaningful—no fluff or filler words.

Meta descriptions

Though meta descriptions don’t directly impact rankings, they can affect click-through rates. Make your meta description a compelling summary of the page, ideally using your main keyword once. If room allows (within the ~160-character limit), you might also add a secondary keyword naturally.

Image alt text

Search engines also “read” your images through their alt attributes. Use relevant keywords when describing what’s in the image, especially if the image supports your written content.

This not only improves accessibility but also boosts image SEO and helps with visibility in image search results.

Throughout the body content

Spread your keywords evenly throughout the page, making sure they fit naturally. A good rule of thumb: write for humans first, then ensure your keywords are present without interrupting the flow.

Avoid stuffing; subtle repetition works best. The goal is to maintain a smooth, engaging tone that supports the topic while subtly reinforcing relevance to search engines.

Near the end

Try to include your main keyword again in your final paragraph. This subtly reinforces the page’s focus and can improve alignment with the page’s topic as search engines scan from top to bottom.

Balancing keyword frequency

Using keywords with moderation ensures your content remains readable and user-friendly. Repetition should never come at the cost of clarity. Keep your audience in mind and prioritize informative, easy-to-follow language.

Enhancing image SEO with keywords

Images present another opportunity to signal relevance.

Assigning descriptive, keyword-rich file names and writing helpful alt-text helps search engines understand what your visuals represent. This improves image indexation and can increase traffic from image-based search results.

When writing alt-text, ensure it accurately describes the image while incorporating keywords only where relevant. Again, avoid keyword stuffing and focus on providing value.

Essential tools for keyword research and optimisation

Before you can implement your keywords strategically, it can be highly beneficial to use tools that provide insight into search behaviour.

The right tools help you understand search volume, difficulty, trends, user intent, and competitor behaviour — all of which guide smarter decisions in your SEO strategy.

In this section, you will find a range of trusted platforms that support keyword discovery, content optimisation, and performance monitoring, making it easier to refine your approach and ensure your keywords work as hard as they should.

Semrush

Semrush is a comprehensive SEO platform that offers an industry-leading keyword research tool. Access to extensive keyword databases allows users to analyse search volume, keyword difficulty, CPC, competitive density, and even intent.

It also provides gap analysis to identify keywords your competitors rank for, but you don’t, which is perfect for discovering untapped opportunities.

Ahrefs

Known for its robust backlink analysis, Ahrefs also features a powerful Keyword Explorer. It supplies data on keyword difficulty, estimated clicks, return rate, and parent topics.

One of its strengths is its ability to show how a keyword performs across multiple search engines, including Google, YouTube, Amazon, and Bing.

Google keyword planner

Initially built for advertisers, this free tool from Google is still widely used by SEOs.

It helps identify keywords by product or service category, with information on average monthly search volume, competition level, and bid estimates.

While not as detailed as premium tools, it’s reliable for discovering core keywords.

Answer the public

This tool visualizes the questions and phrases people type into search engines for a given root keyword. The result is a mind map-style breakdown of prepositions, comparisons, and queries, offering rich insight into search intent.

It’s especially valuable for content ideation and building FAQ sections.

Ubersuggest

Ubersuggest by Neil Patel is user-friendly and accessible, even for beginners. It generates keyword suggestions, tracks rankings, and performs basic site audits. One of its standout features is long-tail keyword discovery, which is great for smaller websites targeting niche audiences.

Google Trends

This free tool is invaluable for understanding how interest in a keyword changes over time. It lets you compare trends across regions and timeframes and spot rising topics. It’s beneficial for identifying seasonal patterns and trending searches before they peak.

Keyword Tool

Keyword Tool uses Google Autocomplete to generate hundreds of long-tail keyword suggestions from a single seed keyword. It supports multiple platforms, including YouTube, Amazon, Bing, and App Store, making it a versatile resource for cross-channel SEO and content strategy.

Keyword Surfer

This Chrome extension gives you real-time keyword data as you browse Google. You will see estimated search volumes, keyword suggestions, and domain-level data without ever leaving the search results page. It’s great for quick research and on-the-fly competitive insight.

Moz keyword explorer

Moz’s tool focuses on intent-based keyword suggestions and provides a Priority Score that combines volume, difficulty, and CTR to help users prioritize keywords more effectively. It also offers SERP analysis and comparisons of keyword opportunities to help guide your strategy.

Serpstat

Serpstat is a versatile platform offering SEO, PPC, and content marketing insights. Its keyword research tool includes keyword difficulty scores, trend data, and clustering functionality, allowing users to organize keywords into thematic groups for better site structure and targeting.

Keywords everywhere

Another browser extension, Keywords Everywhere, overlays data such as search volume, CPC, and competition level directly into your browser while you use Google, YouTube, or other platforms. It’s beneficial for quick checks and on-the-go analysis.

Spyfu

SpyFu focuses heavily on competitor analysis. It lets you see which keywords your competitors are bidding on in Google Ads, which ones they rank for organically, and what changes they’ve made over time. It’s ideal for uncovering gaps and mimicking successful strategies.

KW Finder

KWFinder by Mangools is a beginner-friendly tool for finding long-tail keywords with lower difficulty. It includes intuitive filtering, keyword difficulty scoring, and SERP analysis, helping you zero in on relevant and achievable keywords.

Google Search Console

Google Search Console provides performance insights straight from Google. It shows which keywords drive impressions and clicks to your site, allowing you to fine-tune your content based on real-world user queries. It’s critical for monitoring and adjusting live strategies.

Yoast SEO

Yoast SEO is a must-have for WordPress users. While it’s mainly known for on-page optimization, it also includes tools for focus keyword analysis, readability scoring, and internal linking suggestions, helping ensure your content aligns with SEO best practices.

Clearscope

Clearscope is a content optimization tool powered by AI and natural language processing. It analyses top-performing pages for a keyword and offers recommendations for terms, readability, and structure to improve ranking potential. It’s ideal for teams focused on high-quality, SEO-driven content.

Soovle

Soovle is a keyword research tool that allows you to search for keywords across multiple search engines. It’s an efficient way to find new content ideas and see what people are searching for.

Conclusion

From placement to performance: bringing your keywords to life

Bringing your keyword strategy to life requires more than selecting the right terms — it’s about placing them with purpose and integrating them in ways that strengthen both relevance and readability.

In this final step of your SEO process, you’ve explored how keywords should be used across the key elements of a webpage: titles, headings, introductions, URLs, meta descriptions, image alt text, and the body content itself.

Strategic placement helps search engines understand your topic clearly, while natural integration ensures a smooth, user-friendly reading experience.

Optimisation beyond words

Keyword optimisation goes deeper than simply adding phrases throughout your text. Thoughtful frequency, well-planned mapping, and enhanced image SEO all work together to reinforce your content’s theme without interrupting its flow.

These practices help you maintain a balance between technical optimisation and genuine value for your readers.

Building sustainable SEO

Effective keyword usage is ultimately about clarity, consistency, and intent. By applying the techniques covered in this post, you create content that not only aligns with what users are searching for but also positions your pages for stronger long-term visibility.

SEO success comes from continuous refinement, careful monitoring, and a willingness to adapt as user behaviour evolves — and this strategic approach to keyword placement is what ties it all together.

Keywords – Final thoughts

Bringing your keyword strategy together

Building a strong SEO presence begins with mastering the art of keyword usage—from careful research to thoughtful placement throughout your content. When approached strategically, keywords become more than technical tools; they shape how your audience discovers and engages with your site.

A successful keyword strategy starts with understanding what your audience is searching for and selecting terms that reflect their needs and your unique offerings. But choosing the right keywords is only the beginning. To see results, those keywords must be woven into high-quality content in natural and compelling ways—not forced.

Consistency, ongoing evaluation, and adaptation are crucial. SEO isn’t a one-time task—it’s a process of refining, learning, and evolving alongside search behaviour and industry trends.

With every piece of content you publish, you can build authority, boost rankings, and connect more deeply with your ideal users.

Essential takeaways for sustainable SEO success

• Keywords are foundational in how search engines understand your content and match it with relevant queries, directly impacting visibility and reach.

• Effective research tools help uncover valuable keyword opportunities, including long-tail phrases and emerging trends, that align with your audience’s intent.

• Integrating keywords naturally across titles, headings, meta descriptions, and body content improves both user experience and search performance.

• Focusing on less competitive keywords can generate early wins, especially for newer or smaller sites, while helping to build domain authority over time.

• Advanced techniques like keyword clustering expand your reach, allowing you to address a broader range of search intent across multiple pieces of content.

A note on long-term growth

Keyword research lays the groundwork, but long-term success depends on execution. Ensure your content is more insightful, relevant, and readable than the competition’s. Pay attention to how each page is structured—from mobile-friendliness to on-page SEO elements—to support ranking and usability.

Finally, be patient! SEO growth builds gradually. While some keywords may deliver quicker results, most will take time to climb the rankings. Stick with it; your consistent efforts will lead to lasting visibility and value.

The post Keywords in SEO – part 3 appeared first on Olle Marketing AB.

This is the second part about the core process of Keyword Research.

We have covered the basics in the previous blogpost being the first part of the keyword research process, and it’s now time to dig into the practical side of things. In this second part, we will look at how to identify long-tail keywords, find low-competition opportunities, and spot trending search terms that can give your content an extra push. These elements help you shape your initial list into keywords you can genuinely rank for—terms that reflect what your audience is actually searching for.

You’ll see how more specific phrases often convert better, how low-competition keywords make it easier to gain visibility early on, and how trends can open up quick bursts of traffic. Together, they help you build a keyword strategy that’s grounded in real data rather than guesswork.

In the sections ahead, we’ll break down how to find and evaluate these keyword types so you can keep strengthening your SEO plan, step by step.

Long tail keywords

What are long tail keywords?

Long tail keywords are extended, highly specific search phrases that reflect detailed search intent,These phrases are typically longer, often three to five words or more, and are used by people with a clearer idea of what they are looking for. They frequently appear when someone is close to making a decision or using voice search, where queries tend to be more conversational.

While each long tail keyword attracts fewer searches, they collectively make up a substantial portion of overall search engine queries. It is estimated that most of all keyword searches fall into this category.

At first glance, their lower search volume might make them seem less attractive. However, their true value lies in their precision: long-tail terms often indicate a user who is deeper into their decision-making process which ismaking them ideal for content that targets conversions.

Why long tail keywords matter in SEO

There are two major reasons long tail keywords should be a part of your SEO strategy:

Less competition, better ranking opportunities

Long tail queries face significantly lower competition than short, high-volume keywords (often called “head terms”). That makes them easier to rank for, especially if your website doesn’t yet have high domain authority.

Take the keyword “link building,” as an example, it returns billions of search results. Ranking on the first page would be very complicated. However, a more specific variant like “best SEO link-building software” narrows the field and gives you a better shot at visibility. The same principle applies to paid ads: long-tail terms often have lower cost-per-click in PPC campaigns due to reduced bidding competition.

higher conversion potential

These keywords don’t just help you rank—they help you convert. That’s because long-tail searches are often tied to commercial or transactional intent. People using these queries typically know what they want and are actively looking to take the next step—signing up, buying, or contacting you.

For instance, consider the difference between “kite surfing” and “best kite surfing dealer in Boston.” The first query might be from someone just learning about the sport, while the second is from someone ready to make a purchase. The more specific the search, the closer the user usually is to conversion.

How to identify long tail keywords

Spotting long-tail opportunities begins with understanding your audience and how they search. These terms often reflect natural language, questions, or niche-specific phrases. Tools like Google’s Autocomplete, People also ask, or Answer The Public can help you uncover these longer queries.

Incorporating a variety of keyword variations into your strategy also allows you to reach a broader audience. This helps capture different user intents and levels of familiarity with your topic, expanding your content’s visibility across multiple entry points.

Focus on terms that:

• Match your users’ language and needs
• Have manageable competition
• Offer clear value or commercial intent
• Align with the authority level of your website

A well-rounded SEO approach combines broad, short keywords and highly targeted long-tail phrases to cover traffic acquisition and conversion goals.

Find low-competition keywords

What are low-competition keywords?

A low-competition keyword is one that fewer websites are targeting, making it easier to rank for. These are often long-tail keywords more specific phrases that reflect niche search intent.

Many SEO platforms assign a “keyword difficulty” score (KD%) to reflect how hard it might be to rank for a given term. The lower the score, the easier it is to compete. A KD score between 10 and 30 is usually considered low difficulty, especially when paired with a modest search volume.

Instead of going after broad phrases like “marketing software” or “best car dealer,” you would be better off targeting “email marketing software for windsurf dealers” or “outstanding car dealers in Boston.” These more refined searches reflect what users are genuinely looking for, and there is less competition standing in your way.

Why low-competition keywords matter

By targeting low-competition keywords, you are building a smart, sustainable foundation for long-term SEO success. You will grow your visibility step-by-step without needing a massive budget or decades of authority.

Targeting low-competition keywords is a smart and realistic starting point for websites trying to grow visibility—especially small businesses or newer domains. Unlike broad, high-volume terms dominated by big players with strong SEO authority, low-competition keywords offer an achievable path to ranking without needing a massive budget or dozens of backlinks.

These terms usually have lower search volumes but also much less competition. That makes them ideal for connecting with a more specific audience actively looking for what you offer. Someone searching “best gluten-free cupcakes in Stockholm” is more likely to convert than someone typing “cupcakes.” The specificity narrows the field, letting you attract the right visitors with less effort.

Over time, consistently targeting these keywords can build topical authority and grow your overall search presence and eventually gaining ground even in more competitive keyword arenas.

How to find low-competition keywords

use keyword research tools

SEO tools like Surfer, Ubersuggest and Semrush are great for discovering keywords with low difficulty. Start with a broad term and let the tool suggest clusters of related keywords. Look for those with a low KD score and moderate search volume.

analyse google’s serp features

Google itself can give valuable insight. Use the search bar and observe autocomplete suggestions. These are real queries that people are entering.

Then, explore related SERP elements like:

• People also ask
• Related searches
• Organic snippets

All these can point you to variations of your core keyword that are less competitive but still in demand.

spot emerging topics

New or rising subjects often represent an open door in SEO. These keywords are not saturated with content yet, so you have a chance to rank quickly. Think of topics like AI applications in specific industries or trends in green travel, fresh ground often equals low competition.

Use Google Trends or X search to identify what’s gaining momentum.

tap into trending content

Writing about trending topics can be another way to discover untapped keyword opportunities. Platforms like Google Discover and Google News favour fresh, time-sensitive content. Even if the trend fades, you can get a quick burst of traffic and visibility. Discover is a part of Google Search that shows people content related to their interests, based on their Web and App Activity. This page explains more about how content may appear in Discover and best practices for site owners to consider.

explore tiktok’s “others searched for”

TikTok has become an informal search engine, and its “Others Searched For” section is a valuable source of keyword inspiration. Search a topic in the app, scroll down, and note other popular terms users explore. These queries are often newer and less competitive.

You can plug these terms into traditional volume and difficulty analysis keyword tools.

use forums and online communities

Communities like Reddit and Quora are full of real user questions, which are keyword gold. Look for topics that don’t yet have robust content coverage on major sites.

You can also sort by “hot” or “new” to spot rising discussions before they become saturated in search.

look at organic competitors

Finally, analyse the websites that are already ranking for your desired audience. Plug their URLs into a keyword research tool and check what they rank for and, more importantly, what you don’t.

Filter your results by low difficulty and lower-to-mid search volume. These keyword gaps show you where your site can realistically compete.

Choose trending keywords

What are trending keywords?

Trending keywords are search queries that suddenly become popular over a short period. These terms often reflect real-time events, news stories, seasonal changes, viral topics, or shifts in consumer interest.

Unlike evergreen keywords, which maintain steady search volume over time, trending keywords are more volatile but they offer a unique chance to tap into immediate user interest. Using them in your content can increase organic traffic as you align directly with what people are searching for.

However, because trends fade, these keywords rarely provide lasting SEO value on their own. For long-term performance, it is smart to pair trending terms with evergreen strategies that support consistent visibility.

Why trending keywords matter in SEO

Incorporating trending keywords into your SEO strategy helps ensure your content stays fresh, relevant, and visible. Here’s why they’re so important:

• Real-time alignment: You tap into what your audience cares about at the moment.
• Better click-through rates: Trending terms are more likely to appear in searches with high user intent.
• Boosted visibility: Search engines often prioritize timely and topical content, improving your chances of higher rankings.
• Faster traffic spikes: Unlike slow-burn, evergreen content, trending keyword content can generate traffic quickly.

Because online interest shifts rapidly due to seasons, events, or cultural trends—adapting your keywords to reflect those changes keeps your site competitive.

How to find trending keywords for SEO

using google trendsto identify to identify trending keywords

Google Trends is one of the most effective tools for finding out what people are searching for.

This free tool visualizes how interest in a keyword has changed over time. It helps you determine whether a term is trending up or down and whether it’s worth targeting now or monitoring for future use.

Here is how you use it effectively:

• Start with a seed keyword and enter it into the search bar.
• Analyse interest over time: View historical data to understand seasonal spikes or long-term interest levels.
• Refine by filters: You can narrow your results by location, time period, search category (like YouTube or Shopping), and even platform.
• Discover related queries: Google Trends shows associated search terms and topics, which helps expand your keyword strategy.
• Use the ‘Trending Now’ tab: This section updates every few minutes with the most searched terms across regions and categories, providing real-time data.

To uncover predictable peaks, adjust the date range to capture interest trends during similar seasonal periods (e.g., “summer fitness tips” in July across multiple years).

Regularly checking Google Trends keeps your content strategy responsive and aligned with what users are actively searching for, ensuring higher engagement and relevance.

using google keyword planner for trending keywords

Google Keyword Planner is a feature-rich tool designed originally for advertisers. Still, it’s just as valuable for SEO purposes, especially when you want to find keywords that are gaining momentum.

Follow this to get started:

1. You will need a Google Ads account in Expert Mode.
2. Navigate to “Discover new keywords” and enter your primary keyword or topic.
3. Select your preferred location and language to customize results.
4. The tool will generate keyword suggestions, including:
   • Search volume trends
   • Competition level
   • Cost-per-click (CPC)
   • Forecasted performance (for the next 12 months or by season)

What makes Google Keyword Planner unique is its data-backed projections. You can sort results by popularity, competition, or cost and view keyword performance over time. This allows you to:

• Identify trending keywords that are gaining interest now.
• Prioritize terms that offer the best opportunity-to-difficulty ratio.
• Plan ahead for seasonally recurring searches.

Because the data is updated daily, you always have access to the most current information which is perfect for time-sensitive campaigns or news-driven SEO.

Discover more trending keywords with research tools

Beyond Google’s offerings, a range of third-party tools can help you dig deeper:

• SEMrush Keyword Magic Tool: Discover trending queries your competitors rank for with robust data on keyword difficulty and intent.
• Ahrefs: Provides real-time search data keyword gap analysis and shows rising keywords in your industry.
• Ubersuggest: A user-friendly option that gives free daily keyword suggestions with AI-assisted recommendations.
• Exploding Topics: Helps spot fast-growing topics before they hit the mainstream, ideal for content planning.
• Similarweb’s Keyword Generator: Offers keyword performance data based on the last 28 days, making it easy to spot recent trends.

Competitor analysis for trending terms

One often overlooked tactic for spotting trends is analysing your competitors. Here’s how you can work:

1. Visit their blogs, landing pages, and social channels
2. Use tools like Semrush, Ahrefs, and WordStream to:
   • Identify which keywords they rank for
   • Find keyword gaps where your site can outperform
   • Track changes in their keyword performance over time

This insight helps you refine your keyword list, keep up with changing market dynamics, and respond proactively to shifts in user behaviour.

Track performance of trending keywords

Finding trends is step one. Measuring their performance is step two.

Use tools like:

• Google Search Console: Monitor impressions, click-through rates (CTR), and average position for each trending keyword you target.
• Google Analytics: Track how users behave once they arrive on your site through those keywords.
• Landing page performance: Evaluate whether your content meets user expectations by observing bounce rates and engagement levels.

These insights allow you to:

1. Determine which keywords are bringing real value.
2. Identify what types of content convert best.
3. Optimize or omit keywords that are losing traction.

Conclusion

Wrapping up this second part of the keyword research process, we have explored how long-tail keywords, low-competition terms, and trending searches each play a vital role in shaping a smart and realistic SEO strategy.

• Long-tail phrases help you reach users with clear intent, while low-competition keywords offer achievable ranking opportunities that build visibility step by step.
• At the same time, trending keywords allow you to tap into timely interest and capture quick bursts of traffic when it matters most.

Used together, these approaches help you move beyond guesswork and base your content on real search behaviour and actionable insights. As you continue refining your keyword list, remember that SEO success is built on consistency—small wins compound over time.

In the next and final blogpost about keywords in SEO , we will look at how to place your keywords strategically across titles, headings, content, URLs, and metadata to maximise their impact. We will also explore practical optimisation techniques and essential tools that help you tighten and elevate your keyword strategy even further.

The post Keywords in SEO – part 2b appeared first on Olle Marketing AB.

In my first blog post about the use of keywords, I explained what keywords are, why they matter in SEO, and I briefly touched on the concept of keyword research.

Keywords lie at the core of every successful SEO strategy. They connect your business to the audience actively searching for your products, services, or expertise. Choosing the right ones doesn’t just boost visibility in search engines—it helps attract the visitors most likely to engage, convert, and become loyal customers.

But finding the right keywords isn’t about chasing the biggest search terms. It’s about understanding your audience, speaking their language, and laying a strong foundation for long-term growth.

In this post, I will dive deeper into keyword research itself—the practical steps and tools you can use to uncover the terms that matter most for your SEO strategy.

This is the first of two blog posts about the core process of Keyword Research. Stay tuned for the second one!

Laying the ground for SEO success

A strong SEO strategy begins with smart keyword research. This foundational step involves discovering which search terms your ideal audience is using and aligning your content with those queries to improve your visibility in search engine results.

In this section you will learn a step-by-step process for identifying high-impact keywords tailored to your business goals. Whether you’re just getting started or refining an existing strategy, the goal is to build a list of relevant, achievable keywords that drive the right traffic to your site.

You can uncover the terms that matter most in your industry by using the right tools and techniques, such as keyword planners and competitor analysis. From broad topics to specific long-tail phrases, this research gives you the insights needed to shape your content, attract visitors, and improve your chances of ranking well in organic search.

Let’s walk through the process to help you create a keyword strategy that delivers results.

Mission and SEO goals

Clarify your business purpose

Before diving into keyword research, it is essential that you take a strategic pause and define what your business truly stands for.

Consider the purpose behind what you are doing. What is your brand’s core offering? Who are you hoping to connect with? What sets your products, services, or content apart in your space?

Clarifying these elements helps ensure that every SEO decision you make is rooted in a clear, meaningful objective.

Align strategy with audience needs

Reflecting on your mission not only anchors your overall digital strategy but also gives shape to the kind of content you need to produce. It’s about aligning your messaging with the real value you offer while keeping your audience’s needs at the centre.

Take the time to articulate your mission in writing. This isn’t just a branding exercise, it’s the cornerstone of a targeted and effective SEO strategy.

Understand the market landscape

Equally important is aligning your SEO goals with the realities of your market. Breaking through can be tough, especially in competitive industries where established players dominate the search rankings. These brands often have deep marketing budgets and sophisticated SEO systems already in place.

Rather than trying to go head-to-head immediately, a more strategic approach is to identify a specific niche where your expertise shines. Focus on keyword opportunities that are attainable and relevant within your current scope. This allows you to build credibility in a manageable space while laying the groundwork for broader visibility over time.

Evolve your goals over time

As your business grows, your SEO goals should evolve in parallel. What begins as a narrow focus can expand into a broader strategy as your authority increases. Just make sure those goals remain grounded in what’s realistic for your size, resources, and mission.

By clearly defining your purpose and understanding where you fit in the competitive landscape, you’ll be able to shape an SEO roadmap that’s effective and sustainable. This foundational clarity will guide every keyword you choose, every piece of content you create, and every result you aim for.

List of keywords

Focus on quantity first

Your second step is to create a giant list of keywords. You don’t need to worry about competition, CPC, or anything else. The goal is to get a bunch of keywords on a list.

Think like your audience

With your mission in mind, try to get into the heads of your desired audience. What will these people be looking for? What search terms could they use while looking for your fantastic service or product? Which of their “problems” does your product solve? Write down as many answers as possible. If your mission is clear, you will have a pretty clear image of your niche and unique selling points (the things that set your business apart from others). These are the search terms you want to be found for.

Recommended keyword research tools

Below follows a list of efficient tools and platforms you should consider when building your list of keywords:

Google Keyword Planner

The Google Keyword Planner is technically designed for Google Ad campaigns but is also an excellent tool for SEO keyword research.

Semrush

The Semrush Keyword Magic Tool is part of Semrush’s suite of SEO tools. One interesting feature is that it shows you keywords your competitors already rank for.

Seed Keywords

Seed Keywords is a free keyword research tool that helps you find terms that people use to find what your site sells.

ahrefs

Ahrefs Webmaster Tools is one of the most highly regarded SEO tools, and it offers a free basic level.

additional tools

• SE Ranking is a comprehensive SEO research tool with lots of valuable data.
• Ubersuggest features up to three free searches a day and AI-enabled recommendations.
• Free Keyword Research Tool is an easy-to-use keyword research tool provides keyword and keyword cluster topics.
• KeywordTool.io uses Google autocomplete to identify new keyword ideas.
• KWFinder is free and easy-to-use SEO research tool that helps you find top keywords.
• SearchVolume.io is a helpful tool for finding monthly search volume to help prioritize specific keywords.

Explore and expand your keyword list

Start with what you have

Once you’ve outlined your first batch of keywords based on your goals and audience, the next step is to build on that foundation. This part of the process is all about refining your ideas—checking what’s already working, exploring variations, and uncovering new angles that may not have been obvious initially.

Use Google as a discovery tool

A good starting point is simply Google. Type your keywords into the search bar and note what it suggests as you type. These autocomplete results reflect real searches people are making right now.

Also, focus on sections like “People also ask” and “Related searches” on the results page. These can reveal popular follow-up questions and alternative wording that help you better understand users’ thinking.

Expand further with keyword tools

To dig even deeper, turn to keyword tools designed to surface fresh opportunities. Platforms like AnswerThePublic let you explore common questions and topics related to your keyword.

At the same time, SEO plugins such as Yoast SEO can suggest alternative phrases and related terms you might not have considered.

These tools can help you identify long-tail keywords, phrasing variations, and more targeted options that match how people search.

Build a more strategic list

As you gather new insights, revisit your keyword list and expand it by adding terms that align with your content and your audience’s needs. The broader and more refined your list becomes, the easier it will be to create content that ranks and resonates.

The importance of user intent

What is user intent?

User intent—sometimes called search intent—refers to the underlying reason a person types a specific query into a search engine. It’s the goal or desired outcome they hope to achieve, whether finding information, navigating to a particular site, comparing options, or making a purchase.

Every search query implies a purpose. Someone searching “how to start a blog” could be looking for a guide on writing their first post, a tutorial for launching a blogging platform, or recommendations for blog hosting services. The challenge lies in identifying what the searcher truly wants.

Why understanding search intent is critical for SEO

Search engines, especially Google, have become increasingly sophisticated in interpreting user behaviour and intent. Their goal is to deliver the most helpful and relevant results—not just content that contains matching keywords.

This shift has made it essential for content creators to go beyond simply targeting phrases and, instead, address the real questions and problems users want solved.

Modern search algorithms use semantic search, which helps interpret the broader context of a query rather than relying on exact matches. Additionally, initiatives like Google’s Helpful Content Update emphasize value over-optimization tricks. Content written solely to rank—without meeting genuine user needs—is less likely to perform well.

In short, the better your content aligns with a searcher’s intent, the greater your chances of ranking well and engaging your audience.

The role of keyword intent

Understanding keyword intent—whether someone is looking to learn, compare, or buy—adds another layer of strategy. For instance, someone searching for “SEO consultant in Stockholm” is likely looking to hire, while a query like “what is SEO” suggests early-stage interest or research.

Recognizing these differences helps tailor your content to where your users are in their decision-making journey.

Type of search intent

To better meet your audience’s needs, it’s helpful to categorize search intent. While different organizations have slightly different frameworks, two standard models are widely used:

Google’s framework includes:

1. Know: The user wants to learn something.
2. Do: The user wants to accomplish a task or take action.
3. Website: The user is trying to access a specific site.
4. Visit-in-person: The user is seeking a local business or physical location.

SEO professionals often group search intent into:

1. Informational: Aimed at acquiring knowledge or insights.
2. Navigational: Focused on reaching a specific site or page.
3. Commercial: Exploring options before committing to a purchase.
4. Transactional: Ready to act, such as buying a product or signing up.

Understanding these types helps you tailor content to each stage of the user journey, from initial awareness to final conversion.

How search intent shapes keyword research

When researching keywords, it’s tempting to focus on volume and competition—but failing to consider intent can undermine your entire strategy. Depending on their context, two users might search for the same keyword with entirely different expectations.

To make sure you’re interpreting keywords correctly, take the time to investigate. Type your target phrase into Google and examine the results. Are the top-ranking pages product listings, blog posts, tutorials, or videos? This reveals what Google believes matches the user’s purpose—and what you should consider when developing content around that keyword.

Also, consider using related or synonymous keywords to cover a broader range of queries and user perspectives. This improves visibility and shows search engines that your content is comprehensive and relevant.

Conclusion

Keyword research is the foundation of every effective SEO strategy. Starting with a clear mission and goals ensures that your keywords align with your brand’s purpose and the needs of your target audience.

Building an initial list is about exploring broadly, then refining it to the terms that truly matter. Tools like Google Keyword Planner or Ahrefs can expand your list, while thinking like your audience ensures you capture the language they actually use. Most importantly, understanding user intent transforms a keyword list into a roadmap for creating relevant and engaging content.

This concludes the first part of the Keyword Research process. In the next blog, part two b, I will dive deeper into refining and prioritising your keywords to build a strategy that drives long-term results.

The post Keywords in SEO – part 2a appeared first on Olle Marketing AB.

Essential for online visibility

In today’s digital landscape, keywords are the foundation of online visibility. They determine whether your business is found by the right people at the right time.

The right keywords don’t just bring clicks — they attract qualified visitors who are actively searching for your products, services and offerings. Without them, even the best website or content risks staying invisible to your ideal audience.

In this article, I will walk through what keywords are, why they’re essential for online growth, and how strategic keyword research can give your business a competitive edge.

Keywords define your content

But keywords are more than just search terms, they represent the core topics and ideas that define your content. If you were to strip your page down to its most essential elements, the words that remain, the ones repeated in your headings, copy, and even image descriptions, are your primary keywords. These keywords help both search engines and users understand what your page is about.

Choosing the right keywords matters

For SEO to be successful, choosing the right keywords is critical. It’s not just about popular terms; it’s about selecting the ones that align with your content, match user search intent, and offer a realistic chance of ranking. This requires research into how often a keyword is searched (search volume), how competitive it is, and what kind of content already ranks for it.

SEO keywords vs. PPC keywords

In search engine marketing, whether you’re focusing on pay-per-click (PPC) or search engine optimization (SEO), thorough keyword research is the foundation of success. The key is knowing which terms are better suited for long-term SEO growth and which are more effective when used in paid advertising campaigns.

In digital marketing, keywords fall into two main categories:

• SEO keywords: These are terms you optimize for in organic search results. They’re part of your long-term content and ranking strategy, aiming to bring in unpaid traffic.

• PPC keywords: These are used in paid advertising, such as Google Ads, where you bid to appear in sponsored listings for specific search terms.

By analysing the intent behind each keyword, you can more easily determine which ones to target organically and which to pursue with PPC. Understanding what motivates users to type specific queries into search engines helps you decide if investing in those terms is worthwhile.

Why the right keywords are your SEO advantage

As a content creator or website owner, using the right keywords increases your chances of reaching the right people. It ensures your content appears where and when your audience is searching, helping you attract qualified traffic, whether you’re focused on growing a blog, building brand authority, or driving conversions.

Why are keywords important for SEO?

Keywords are the SEO foundation

Keywords are the foundation of effective search engine optimization. Users type words or phrases into search engines like Google when looking for information, services, or products. In essence, keywords reflect how people think and search online and mastering them means learning to speak your audience’s language.

When you create content using keywords that match the terms your audience is searching for, you increase the likelihood of your pages being discovered in search results. This is especially important for organic visibility, where relevance and search intent are central to how well your content ranks.

Keywords as the link between searches and content

Keywords serve as the link between what people are searching for and the content you provide. When chosen and used strategically, keywords help search engines understand your content and match it to users’ search intent, ultimately improving your visibility, attracting more qualified traffic, and increasing your chances of generating leads and conversions.

The role of search intent

At the heart of SEO lies search intent, i.e. what users are looking for when they type a query into Google. Keywords bridge the gap between your audience’s intent and your website’s content. Without them, search engines would struggle to deliver the right pages to the right users.

Why keywords matter

• Visibility: Keywords help your content appear in relevant search results. The right terms make it easier for search engines to categorise and rank your pages, increasing your chances of being found.

• Traffic: Relevant keywords draw in users actively searching for the solutions or information you offer.

• Conversions: Keywords don’t just bring any traffic—they attract visitors who are more likely to engage with your content, subscribe, inquire, or buy.

Keywords as your strategic guide

Think of keywords as your SEO compass. Just as a fisherman wouldn’t cast a line without knowing where the fish are, you shouldn’t create content without knowing what people are searching for.

But it’s not just about sprinkling popular terms into your content. True SEO performance comes from using the right keywords—the ones that balance reasonable search volume with achievable competition. This is where keyword research becomes essential.

What you can discover through keyword research

Keyword research goes beyond just finding popular terms — it reveals valuable insights that can support shaping your entire digital marketing strategy. By analysing search data, you can uncover:

• What your target audience is searching for
• Which keywords are realistic for you to rank for
• How to structure your site and content for search
• Which phrases to use consistently so search engines understand your page’s topic

Ultimately, these discoveries help you create content that resonates with your audience, improves visibility in search results, and positions your business as a trusted authority in your industry.

Keywords influence all aspects of SEO

Keywords guide almost every SEO task: from planning your site’s architecture and organising category pages to crafting blog posts, product descriptions, video titles, and landing pages.

How search engines use keywords

Search engines like Google analyse the words on your page to understand what it’s about. If every word is used equally, none stands out as necessary. That’s why using relevant key phrases throughout your content—naturally and strategically—is vital. It tells both search engines and users that your content meets their needs.

Speak the language of your audience

Good keyword usage is about understanding your audience and speaking their language. If your content uses terms your potential visitors aren’t searching for, you risk missing out on the traffic you’re trying to reach. Your rankings and results improve when your content aligns with search intent.

What is keyword research?

Keyword research is a core SEO strategy

Keyword research is identifying the words and phrases people use when searching for information through search engines like Google. It’s both a foundational and strategic element of SEO, guiding you in creating content that meets your audience’s needs and drives qualified traffic to your site.

The process behind keyword research

At its core, keyword research is a discovery, analysis, and refinement process. It helps you uncover what topics matter to your audience and how competitive those terms are. By understanding search demand and keyword difficulty, SEOs, marketers, and business owners can make informed decisions about which terms to target—balancing opportunity with achievability.

Beyond volume: finding the right fit

This process isn’t just about finding high-volume keywords. It’s about identifying the right terms, those that attract the right people at the right time, with the right intent. When you understand what your audience is searching for, you can align your content accordingly and show up when they need answers. That’s the real magic of SEO.

The role of search intent

Modern keyword research goes deeper than just listing terms. It prioritizes search intent—understanding the why behind a search. Is the user looking to learn, compare, or buy? Organizing keywords by the user journey or sales funnel stages allows you to tailor content that supports your potential customers wherever they are in their decision-making process.

From research to results

When done right and supported by other core SEO tactics like internal linking and content optimization, keyword research enables a consistent, scalable content strategy. It transforms guesswork into actionable direction, helping you create content that performs, ranks, and resonates. In this way, keyword research becomes more than just an SEO task, it’s a powerful tool for connecting with your audience and growing your online visibility over time.

Why keyword research is the real SEO power tool

Think of keywords as your SEO compass. Creating content without understanding what people search for is a shot in the dark. That’s why keyword research is the first step in any solid SEO campaign and why skipping it can mean missing out on traffic and conversions altogether.

When you build your content around keywords that people use, you enable search engines to rank your content higher. This foundational step supports everything from:

• Structuring your site and planning your architecture
• Organising product and category pages
• Writing optimised content for blogs and YouTube
• Fine-tuning landing pages and sales funnels

But keyword research isn’t only about ranking. It’s about understanding your audience, what they care about, what questions they ask, and the language they use. It helps you create content that gets discovered and delivers value.

Search engines read your words – so make them count

Google and other search engines analyse your page’s text to understand its topic. If every word on the page is used equally, the algorithm cannot know what’s important. By consistently using the correct key phrases, you’re signalling to search engines exactly what your content is about.

More importantly, you’re also signalling it to your readers. While rankings matter, the real focus should be on users. If your content doesn’t match how your audience thinks and searches, you risk attracting the wrong traffic, or none at all. Significant keyword usage means tapping into your users’ mindset and clearly reflecting their intent in your content.

Keyword research: beyond search volume

Many assume SEO is about chasing high-volume keywords. In reality, it’s about finding the right ones. Smart keyword research helps you identify your “SEO sweet spot”—the overlap between terms your audience is searching for and those you can realistically rank for. These are the keywords that:

• Aren’t overly competitive
• Allow you to create high-quality, relevant content
• Match your brand’s voice, goals, and audience intent

This clarity allows you to develop content that ranks and performs, turning search visibility into real business impact.

What you gain from doing keyword research right

SEO is a long-term game. While quick wins are possible, long-lasting results depend on laying the proper foundation. Keyword research is that foundation, and here’s what it delivers:

• Market trend insights: Discover what’s relevant right now. Keyword data reveals shifts in interest so that you can create timely, strategic content based on actual demand.

• Traffic growth: Align your content with what people are already searching for. The result? Higher rankings, more clicks, and more opportunities to convert.

• Better customer acquisition: Not all traffic is the right traffic. By targeting search terms aligned with user intent, your content naturally draws in the right visitors, and a strong call to action helps guide them from awareness to action.

By researching keywords for their popularity, search volume, and intent, you’re not just creating content—you’re solving real problems, answering real questions, and building genuine connections with your audience.

Conclusion

Keywords are at the heart of every successful SEO strategy. They connect your business to the audience searching for your products, services, or expertise, and they guide everything from content creation to site structure.

By choosing and using the right keywords, you not only improve your visibility in search engines but also attract visitors who are more likely to engage, convert, and become loyal customers.

In the end, effective keyword use isn’t about chasing the biggest search terms — it’s about understanding your audience, speaking their language, and building a strong foundation for long-term online growth.

The post Keywords in SEO – part 1 appeared first on Olle Marketing AB.

The post Meta descriptions boost your SEO! appeared first on Olle Marketing AB.

A frequent problem faced by companies taking on SEO work or engaging external SEO experts, is the mismatch between their anticipated outcomes and the actual timeframes for SEO results.

SEO takes time and dedicated attention but if done correctly it will bring a substantial ROI in the long-run.

What does SEO mean?

SEO stands for “search engine optimization” and focuses on unpaid (organic) search results. This methodology seeks to improve both the quantity and the quality of traffic to a website. It also aims to enhance brand visibility.

Beyond the technical aspect, SEO is deeply rooted in the human element. SEO revolves around grasping the nature of what individuals are searching for online, the types of questions they need answers to, the language they use in their queries, and the content they prefer to engage with.

The significance of SEO

While various online platforms and paid advertisements can attract visitors to websites, search engines remain the primary facilitator of web traffic.

Organic search results command a larger share of online visibility, are deemed more trustworthy by informed users, and attract significantly more clicks than paid ads. For instance, in the US, less than 3% of searchers click on sponsored advertisements.

To put it simply: SEO offers up to 20 times more traffic opportunities than pay-per-click (PPC) on both mobile and desktop platforms.

Moreover, SEO stands out as one of the few online marketing strategies that, when implemented effectively, can yield enduring benefits. A high-quality piece of content that ranks for the right keywords can lead to an exponential increase in traffic over time, unlike advertising, which requires ongoing investment to maintain web traffic.

The meaning of SEO outcomes

When initiating an SEO strategy, setting clear objectives is paramount, with revenue generation often being a primary goal.

While SEO can influence various aspects, including revenue generation, let’s focus on a singular key performance indicator: Organic Traffic.

Thus, when discussing the timeline for observing SEO outcomes, I’m referring to a noticeable increase in organic traffic, as it has traditionally been the yardstick for SEO success.

Certainly, the goal is to have organic traffic lead to increased revenue. Fortunately, when SEO successfully attracts the right audience, it can significantly boost a website’s revenue.

However, a variety of factors, including some that fall outside the scope of SEO, can influence a website’s ability to convert visitors into customers. These include factors like pricing strategies and the sales process.

This leads to a conclusion that website traffic is the foremost signal of a functioning SEO strategy.

How long does SEO take?

SEO is an ever-evolving space and the SEO needs are never the same for two different websites. Doing SEO consistently and monitoring SEO working progress helps in understanding how long it takes for SEO to take effect.

The time frame for SEO to show results, such as increased organic traffic, leads, or sales, typically spans from three to six months. However, it can also extend to a year in certain instances. SEO is a long-term process that requires ongoing commitment and patience to achieve noticeable progress in search rankings and web traffic.

The time it takes for SEO to be effective varies based on several site-related factors. Included are its ability to be crawled, the strength of its backlink profile, and the competitiveness of the desired keyword.

The extensive time required can be attributed to the fact that search engine algorithms are influenced by over 200 ranking factors, with major ones such as backlink profiles taking time to develop.

If you’re looking for fast SEO results, it’s crucial to set realistic expectations and understand that SEO result timelines can vary greatly.

Practically, once you get started with SEO, you are never going to stop because both your existing business rivals and new industry players will constantly try to steal your position on Google. 

Why does SEO take time?

SEO is a methodical process rather than a quick fix. It involves a cycle of content creation, refinement, and distribution, influenced by the evolving complexity of search algorithms and the competitive online environment​​.

Complex algorithms

SEO’s time-consuming nature is attributable to its evolution from simple keyword and backlink strategies to complex algorithms. These algorithms are not public and constantly change, necessitating ongoing learning and strategy refinement. Achieving high rankings requires surpassing competitors in relevance, quality, usability, and providing a superior user experience.

Thus the extended time SEO takes is primarily due to the vast number of ranking factors that drive search engine algorithms. Among these, significant factors, like backlink profiles, take time to mature.

Key areas to master

SEO is not synonymous with paid advertising; there’s no direct payment route to achieve a presence in Google’s organic search listings.

Securing the top position for a specific keyword entail proving to Google that your content is the most pertinent and valuable among all competitors, requiring excellence across several key areas:

• Relevance: Does your page resonate with the intent behind the user’s search query? How well does your page meet the needs of search queries compared to others?

• User Experience: Is your site accessible and easy to navigate, providing a seamless reading experience? Can your site provide a superior user experience compared to others?

• Quality: Does your content stand out by being informative, engaging, or thought-provoking? Does your content surpass competitors in terms of usefulness and reliability?

• Originality: Does your content offer something new, such as unique insights or original research?

• Expertise: Was your content crafted by someone with a deep understanding or practical experience in the subject matter?

Investing considerable time and resources is necessary to excel in these aspects.  

Long term approach

SEO’s incremental results emerge more slowly than the immediate traffic spikes provided by other forms of digital marketing due to its requirement for sustained effort and regularity.

The process that Google employs to find, index, and rank new or refreshed content takes time and is not subject to direct influence.

The application of SEO methodologies across a website and the continual addition of fresh content is a time-intensive process. Making incremental changes helps to build a website’s trustworthiness with Google, encompassing the cycles of content creation, refinement, and distribution.

Factors affecting how long time SEO takes

Website history

The history of your website is a significant factor in the speed of seeing SEO results. Typically, new domains may experience slower SEO progress compared to those that have been established for over a year.

Google’s John Mueller has indicated that ranking volatility is more pronounced during a website’s first year, a period when algorithms are still determining the appropriate search result placement for the site.

Well-established sites usually have the advantage of accrued authority, rankings, and backlinks, which all bolster their SEO efforts.

However, a longstanding web presence does not guarantee a quick SEO impact due to potential search engine penalties or the need to adapt to algorithmic changes. An older site might be grappling with past SEO errors, such as being impacted by a Google penalty It might also possess a large quantity of low-quality backlinks, which could delay the realization of SEO benefits.

Competition

You need to take the competition in your industry or business in consideration when optimizing your website for search engines. The competitiveness of your market segment can significantly extend the time needed to see SEO success.

Increased competition typically means it will take more time to achieve a top position in search engine results pages (SERPs).

If you’re targeting keywords that are also the focus of your competitors’ SEO efforts, and these competitors are robust, expect a longer journey to the top of the rankings.

Keyword targeting

Keywords are essential for achieving visibility in online searches relevant to your content. It’s crucial to carefully select keywords considering factors like search volume, length, popularity, and user intent.

Inaccurate keyword selection can undo your efforts and negatively impact your SEO performance.

Leverage tools such as Google Trends and the Google Keyword Planner for efficient keyword discovery.

When incorporating keywords into your content, ensure they enhance the text naturally rather than disrupt it with overuse.

The design of your website and the organization of its URLs are key elements in its optimization for search engines such as Google.

For example, if navigating your website’s various landing pages is a challenge for users, or they encounter a 404 error due to a malfunctioning link, then the site is not meeting user-friendly standards.

Google prioritizes sites that ensure a seamless user experience. When you get technical SEO right and consistently post high-quality content, you generally won’t have to wait long to see the benefits of SEO.

Crawlability and indexability

If search engines are unable to crawl or index a site, significant delays in SEO results can be expected. Being able to be crawled and indexed are essential prerequisites for appearing in search results.

A site must be crawled before it can be included in a search engine’s index. Issues with crawlability can be swiftly diagnosed and resolved with tools like Google Search Console.

However, even with crawlability and indexability ensured, other elements must be considered, including:

• Settings for crawl rate
• Schedules for updating XML sitemaps
• Optimization of internal linking
• Frequency of crawling

Enhancing one’s understanding of technical SEO can facilitate improvements in these aspects of a website.

Backlink profile

Link building is one of the major search engine ranking factors and the quality of your backlink profile is a cornerstone of SEO.

For search engines, backlinks act as a vote of confidence for content, similar to citations in scholarly articles, which inspired the original concept of backlinks as a ranking criterion.

Websites with robust backlink profiles often experience quicker SEO success because they are deemed more trustworthy.

On-page and off-page strategies

To improve your search engine visibility, attract more visitors, and enhance your ROI, you must implement tactics both on your website and externally. This means that on-page and off-page SEO tactics are both vital.

On your site, ensure that you fine-tune your meta tags, headers, anchor texts, titles, descriptions, and image alt attributes. These elements are essential for on-page SEO success.

Regarding off-page SEO, concentrate on acquiring high-quality backlinks that the links originate from websites that attract real organic traffic. The most reliable way to gauge a website’s value is by verifying whether it receives traffic from Google.

Applying these strategies will bolster your SEO performance, both on-page and off-page.

Inbound links

Inbound links are crucial for SEO, but their impact on how quickly SEO results are observed depends on several nuanced factors.

The sheer number of inbound links is important, but the quality of these links is more crucial. A greater number of high-quality, relevant links can boost SEO efforts more so than a larger volume of poor-quality links from unrelated sites.

High-quality links are not only more beneficial for SEO but also more challenging to obtain, which makes it difficult for competitors to emulate such strategies.

These high-quality inbound links are also more sustainable over time, compared to those generated through automated processes.

The pace at which you acquire inbound links, along with the historical rate of acquisition, is also important. An abrupt increase can indicate potential manipulation of rankings.

Strategies that do not align with Google’s Search Essentials, particularly when resulting in a rapid increase in inbound links, could trigger a manual review and lead to sanctions.

Consistent link velocity—the pace at which links are earned—indicates healthy growth and adherence to Google’s guidelines. On the contrary, resorting to black hat techniques that Google disapproves of can lead to erratic link growth patterns, jeopardizing your SEO progress.

Content

A strong content strategy that delivers value to visitors is essential. Beyond creation, it’s about managing and periodically updating content to keep up with Google’s evolving algorithms and guidelines.

The content on your website contributes to the speed of improving your SEO results. The primary takeaway is the huge importance of quality.

There’s a misconception that you should release new content gradually. This is based on the belief that a rapid deployment of content may appear suspicious to Google and potentially damage your rankings.

While this notion may seem plausible, Google has explicitly dispelled this myth. If you possess high-quality content that is ready for release, from an SEO standpoint, there is no advantage in withholding it.

Publishing it promptly can accelerate its beneficial effect on your rankings. Delaying publication only makes your SEO take longer.

It is advised to stick to a regular content release timetable rather than sporadic bulk publishing for a couple of reasons:

• It signals to Google that your site is consistently updated, prompting more frequent visits by their crawlers, which can amplify your SEO progress.

• It encourages visitors to come back to your site more often, potentially boosting the user experience signals to Google and thus, expediting your SEO activities.

But there’s more to it than just churning out new content.

Trimming your content can also positively affect the duration of your SEO journey. The strategy lies in identifying content that should be retained, enhanced, or removed. The overarching goal is to craft original, valuable content that meets the needs of your audience and is consistently improved.

Moreover, high-calibre, extensive content generally garners more links than its lower-quality, brief counterparts.

Backlinko’s Brian Dean conducted an analysis of 912 million blog posts and found that long-form content secured on average 77% more links than shorter pieces. Therefore, content is not only crucial on its own but also influences your link-building efforts, essentially serving a dual purpose.

Core web vitals

Experiencing frustration with slow-loading websites or pages that shift while loading is common.

To improve user experience regarding page speed, Google introduced Core Web Vitals, focusing on:

• The time it takes for a page to become interactive
• The speed at which a page reacts to user input
• The time it takes for the largest content element to load within the viewable area

A poor performance in these areas can lead to less favourable SEO outcomes due to compromised user experience.

Addressing these issues can involve collaboration with SEO and web development professionals to enhance your website’s loading speed and interactive responsiveness.

Strategies to accelerate SEO outcome

Immediate returns from SEO shouldn’t be expected, and a lack of instant results is not uncommon. It’s important to persist with SEO efforts even if your website doesn’t rank immediately.

There are no quick solutions or unethical shortcuts, such as black-hat SEO tactics, that can speed up SEO success.

Establishing a trustworthy site filled with content that satisfies user needs, while also following the SEO best practices recommended by search engines, can lead to faster SEO improvements.

This approach is particularly effective when compared to the slow progress of a brand-new website that lacks an online presence.

In the following is a range of approaches you can take in order to boost SEO results.

Target low-competition keywords

To gain rankings more swiftly, targeting less competitive keywords is a smart move.

Keywords that are easier to rank for due to lower competition are known as low-difficulty keywords. Focusing on these keywords instead of ones with higher competition can lead to quicker visibility in search results.

However, there is no point in ranking for keywords no one is searching for.

Perform keyword research to identify low-competition keywords that still boast a reasonable search volume and focus on those. This might include geographically specific or niche product keywords with commercial potential.

Address technical issues

Technical glitches can significantly hinder your SEO efforts, leading to both search engines and users bypassing your site. Therefore, it’s crucial to conduct a technical SEO audit promptly. You need to address issues such as duplicate content, canonical tags, structured data, XML sitemaps, and hreflang tags.

Resolving these problems can notably enhance your site’s architecture, yielding positive SEO results in a matter of weeks.

Continuous monitoring and fixing are also vital.

Optimize for featured snippets

Featured snippets provide quick answers from web pages that are within the top 10 search results on Google. Securing these snippets can catapult your page to the forefront of Google search results.

Boost pages using internal links

Links that connect different pages within the same website are known as internal links. They are instrumental in distributing PageRank and can elevate the ranking of a page.

Ensure pages are indexable

A page that isn’t indexable won’t show up in search engine results pages (SERPs). It’s important to check that no-index tags haven’t been mistakenly applied to any crucial pages.

Update or delete non-beneficial content

Revitalize pages that are not ranking well, have declining search traffic, or contain outdated information by updating their content.

Google advises that removing content that doesn’t add value could enhance the performance of your remaining content.

Content that doesn’t satisfy user expectations, whether due to substandard writing, lack of thoroughness, or inaccuracies, is considered non-beneficial.

Conduct a content audit to spot such content. Then, decide whether to:

• Remove: If the content is underperforming and unlikely to improve, removing it may be the most advantageous course of action.

• Consolidate: If there are multiple pages on the same topic, think about merging them into a single, more comprehensive resource and setting up the appropriate redirects.

• Upgrade: If the content has the potential to attract considerable traffic and drive conversions, invest in enhancing it.

When taking these steps, always consider the balance between the resources required and the anticipated rewards.

Generate attractive and link-worthy content

Developing content that is valuable enough to earn backlinks is key. Consistency in your content publication schedule serves a dual purpose:

• It signals to Google that your site is regularly updated.
• It encourages visitors to keep coming back, signifying a positive user experience.

Improve page load speed

A fast-loading page is highly favoured by both Google and users. To see quicker SEO results, pay attention to your site’s loading speed.

Utilize tools like Google Page Speed Insights or GTmetrix to measure your site’s performance on desktop and mobile. If your site is slow, identify and rectify the issues to enhance loading times.

Start SEO early

Given the competitive nature of SEO, immediate results are rare. To outpace competitors and secure your position for the future, initiate your SEO efforts as soon as possible. While SEO typically shows results within 3 to 6 months, starting early is essential for maintaining a competitive edge.

Persistence is key

SEO är som ett maratonlopp; det kommer att finnas tillfällen då framstegen känns statiska.

SEO is akin to a marathon; there will be times when progress seems stagnant.

It’s critical to stay the course. The level of competition in your field can extend the time required to achieve your SEO goals, but perseverance is always worthwhile.

Never lose sight of the long-term benefits.

Fix technical SEO shortcomings

Certain technical SEO issues can severely impede or even block a page from ranking. If a page isn’t properly crawled and indexed by Google, it won’t show up in search results.

Therefore, it’s essential to perform a technical SEO audit and address any critical issues promptly.

Managing expectations in SEO

A common issue with companies hiring SEO firms is having expectations that don’t align with the reality of SEO timelines. They are often influenced by overly optimistic claims from service providers.

Consequently, many are under the impression that SEO results can be seen in just a few weeks or months.

It’s possible to notice some upward movement in search rankings and traffic for less competitive keywords relatively quickly. However, achieving significant progress in more contested areas can span from several months to over a year.

There are several cases where companies, including SEO agencies, have engaged in practices against Google’s Webmaster Guidelines to expedite ranking improvements. While such approaches might offer short-term gains, they typically result in penalties, setting you back further than when you began.

Conclusion

SEO is not a one-size-fits-all solution; each website has its own specific set of requirements for improving its search rankings. With Google’s constant updates to its search algorithms, it becomes nearly impossible to definitively answer the time required for achieving success with SEO.

The process of determining what your website specifically requires is critical to approximating the timeline for your SEO success. Nevertheless, keep in mind that this timeline will always remain an approximation rather than a precise figure.

Be prepared for a substantial investment of time, potentially several months to a year, to start seeing the fruits of your SEO work. Even then, reaching the top doesn’t mean the work is done.

The SEO milestones reached within the first several months to a year are just the beginning. Even upon achieving top rankings, the challenge doesn’t end. Continuous effort is required to maintain your position due to the ongoing competition from existing and new contenders.

By adhering to the strategies and measures outlined in this text you can expedite the realization of your SEO goals compared to not having a strategic plan in place.

Given that SEO is an ongoing process, expect continual improvements over time with a robust and adaptive strategy in place.

In essence, SEO is a continual process without a definitive endpoint.

The post How long time does SEO take? appeared first on Olle Marketing AB.

Content focusing on customers needs

Inbound marketing delivers solutions through various content types on your different content platforms to meet the needs of potential buyers, wherever they are in the buying journey. It’s a strategy that draws in customers by providing them with the valuable content and experiences they seek, rather than interrupting them with unwanted messages.

This approach is built on strategies like creating user personas, optimizing for search engines, and nurturing leads to help prospects find your business organically. Key tactics include diverse pull marketing methods such as educational content, blogging, hosting events, improving SEO, engaging via social media, and publishing white papers.

Unlike outbound marketing, which pursues customers, inbound marketing emphasizes making your business easy to find and drawing customers in by creating and sharing content that builds awareness, strengthens relationships, and generates leads.

How does Inbound Marketing work?

Successful inbound marketing happens when you are producing high-quality content that your intended audience really engages with. Thus, inbound marketing succeeds by catering to customer needs and producing content that resonates with the target audience, fostering engagement and leading to buyer journeys and lasting relationships.

For example, when you create an eBook that your website visitors like, they will be more likely to submit their contact information and become leads.

The goal of inbound marketing is to increase brand awareness and engage a target audience, building interest in your brand and familiarizing them with your offerings while answering their questions.

However, the audience attracted through inbound marketing isn’t just made up of ideal leads; direct sales are not a guaranteed outcome. Rather, the strategy enhances your brand’s reputation and audience perception, aspects that can be more nuanced than direct sales.

Effective inbound content can address audience problems, boost website traffic, encourage word-of-mouth, and accumulate a pool of leads. When executed well, it leads to sales conversions and fosters ongoing customer relationships.

Who uses Inbound Marketing?

Inbound marketing benefits anyone looking to build stronger, more meaningful connections with customers. It’s ideal for addressing the frequent questions of your target audience through engaging content.

Implementing an inbound strategy requires maintaining a dynamic collection of educational and captivating content, feasible on any scale with sufficient commitment to time and resources.

This strategy is cost-effective and offers a significant return on investment by creating a dynamic repository of brand-related content. Small businesses, even on tight budgets, can leverage inbound marketing to make a substantial impact, providing solutions and answers to their key customer groups.

Why embrace Inbound Marketing?

In brief, taking on the work with inbound marketing makes your solutions known and it is empowering for your customers. Your potential customers are currently seeking solutions, inspiration, and products to enhance their businesses. They’re on the lookout for answers, and your inbound marketing content could be the exact resource they require.

This is the rationale behind adopting inbound marketing. Regardless of your business size, you can establish yourself as a thought leader in your industry. It gradually cultivates this image with your audience, offering a customer-focused approach for them to discover and engage with your brand.

Inbound Marketing strategies

Inbound marketing aims to expand your business by creating significant, enduring connections with prospects and customers. It prioritizes empowering individuals to achieve their objectives at all points of their journey with your organization.

The inbound marketing approach includes three key strategies:

• Attract
• Engage
• Delight

Attracting Strategies

To draw in potential customers, consistently produce content that addresses their needs, challenges, and desires. Effective attraction tactics involve content creation tailored to your audience’s interests, utilizing SEO to ensure content is discoverable.

Incorporate various content types, like how-to guides, testimonials, and optimized product descriptions, across your blog, social media, and email marketing. Regular publication schedules enhance visibility.

Engaging Strategies

Engage potential clients by discussing their challenges and presenting solutions.

Engagement means creating long-term relationships through value-driven conversations and customer-centric service. It emphasizes understanding customer needs over direct selling, with inbound sales and service teams focusing on empathetic interactions and solution selling instead of product selling.

Delighting strategies

Focus on customer retention and advocacy post-purchase by delivering content and support that ensures ongoing satisfaction. Post-sales strategies aim to maintain the customer relationship, offering assistance and advice whenever needed.

Tactics include tailored post-purchase content, responsive social media engagement, and incentives like discount codes to encourage brand loyalty and advocacy.

Effective inbound marketing is customer-centric at every stage, ensuring interactions are helpful and focused on building lasting relationships, ultimately turning satisfied customers into brand advocates.

Benefit of Inbound Marketing strategies

Inbound marketing is appealing because it doesn’t feel like a sales pitch. It educates and entertains, making it more effective than traditional marketing methods that interrupt rather than invite engagement. This approach leads to stronger impacts on consumers’ future decisions and feelings about your business by generating organic leads based on content value rather than budget.

Key benefits include empowering customers, boosting social media shares, enhancing brand awareness, improving SEO, and cost-effectively generating qualified leads.

Below follows nine arguments why executing inbound marketing is supporting your business.

Streamlines sales and marketing

Unites sales and marketing teams to produce impactful content that addresses customer needs throughout the buyer’s journey, leveraging sales insights for targeted content creation.

Boosts visibility and awareness

Enables even small brands to gain recognition online by producing content that meets the buyer’s journey, making your brand discoverable and establishing thought leadership.

Fits the digital age

Great content is shareable, increasing brand awareness digitally and making your company more recognizable.

Educates your audience

With most B2B buyers researching extensively before contact, targeted content placement helps educate and guide them toward your solutions.

Builds trust and credibility

Inbound marketing targets audiences effectively, enhancing trust and keeping your business top-of-mind for purchases by demonstrating industry leadership and respecting user privacy.

Generates quality traffic and leads

Active blogs and focused content attract quality traffic, leading to more qualified leads through proper engagement tactics, outperforming outbound methods.

Improves customer relationships

Offering valuable content deepens understanding of customer needs, fostering closer relationships and personalized engagement.

Delivers measurable ROI

Inbound marketing is cost-effective, yields a high ROI, boosts web traffic, and provides clear metrics for campaign success, making it easier to optimize marketing strategies.

Ensures sustainability

Online content remains indefinitely, offering lasting brand awareness and continuous engagement opportunities, with long-term benefits outweighing initial content development time. Inbound marketing’s sustainable, value-driven approach not only attracts but retains customers, setting the foundation for lasting relationships and measurable success.

Planning and executing Inbound Marketing

Effective content creation hinges on creativity and dedication over budget. Success comes from engaging both intellect and passion.

Follow the following five steps to begin. By adhering to these steps, you can build a strong inbound marketing strategy that attracts, engages, and delights customers, driving both brand loyalty and growth.

Define business objectives and buyer personas

Define who your customers are and thoroughly understand their needs and interests. Knowing your audience is essential before creating content that resonates.

Deliver content for every buying stage

Anticipate and answer your customers’ questions at each phase of their purchase journey. Use your content to attract and engage customers at all times, focusing on a narrative that’s both unique and engaging, ensuring you cover pre and post-purchase stages.

Select appropriate channels

The right platforms can make your content more effective. Choose the best channels to reach your audience, whether it’s social media, your website, or your blog.

Develop and implement a content schedule

Maintain a regular flow of fresh, relevant content to keep your audience engaged. A consistent content calendar helps address your audience’s concerns and establishes your brand as a reliable source of information.

Measure and refine your strategy

Use metrics such as SEO rankings, inbound links, and content output to evaluate your strategy’s performance. Regular analysis helps identify strengths and areas for improvement, ensuring your inbound marketing efforts remain effective.

Conclusion

Inbound marketing supports a company’s overall business by enhancing customer relationships, driving qualified lead generation, and ensuring long-term brand sustainability and growth. Its cost-effectiveness, coupled with the potential for significant ROI, makes it an indispensable part of modern marketing strategies.

The approach with Inbound Marketing emphasizes attracting potential buyers with valuable content and experiences they seek, rather than resorting to intrusive advertising. Inbound marketing fosters a customer-centric environment where businesses can build meaningful relationships with their audience at every stage of the buying journey, from awareness to decision-making and beyond.

It is important to focus on creating and distributing content that addresses the specific needs and interests of target audiences. Doing so, companies enhance their brand visibility and authority, making themselves easily discoverable to those seeking solutions.

This method not only improves SEO and generates higher quality traffic and leads but also significantly boosts brand awareness and establishes the company as a thought leader in its industry.

The post What is Inbound Marketing? appeared first on Olle Marketing AB.

Myths and misconceptions still prevails

Many scientists often believe that they are resistant to the influence of marketers. They are not alone in this conviction. Many of us tend to think that we make decisions purely based on rational reasoning, allowing us to filter marketing messages out of our decision-making process. Scientists are prone to subscribing to this belief due to their discipline and worldview, which highly values rational thinking.

However, the reality is that no one is immune to marketing efforts and messages! Marketing can impact our behaviour, even when these messages are received subliminally.

When it comes to marketing to scientists, there are distinct differences compared to other B2B businesses. This not solely because scientists constitute a unique group of individuals. There are also fundamental disparities in how scientists typically perceive their roles compared to more corporate-oriented professionals.

Scientists’ primary focus in scientific investigation is to comprehend how things function. Their primary aim is discovery, and they may not necessarily prioritise creating a marketable product. The essence of scientific work revolves around generating data and knowledge, which can occasionally evolve into commercialising a product or service but usually begins differently. These distinctions have resulted in several common misunderstandings among marketers regarding effectively engaging a scientific audience.

In the realm of science, misconceptions are not unfamiliar. Misinformation in marketing can carry significant weight when its subtle influence impacts crucial business decisions for your company.

This article sheds light on some of the myths and misconceptions surrounding marketing to scientists.

Ten myths and misconceptions about marketing to scientists

1. Brand doesn’t matter to scientists

Scientists are often perceived as highly rational individuals. So it might be questioned why something as abstract as a brand would hold significance. A brand represents a commitment to providing a specific value that differentiates it from other companies’ brands. This distinction matters because brands swiftly communicate to customers what they can anticipate. So, why does a brand matter to scientists?

Certain brands hold credibility due to their track record of producing data suitable for publication, elevating them above brands with fewer publications. Scientists also place great importance on peer recommendations, further enhancing the reputation of specific brands and products.

Brands serve to diminish perceived risk. Given the competitive nature of research, limited funding availability, and the time required to establish a scientific reputation, scientists tend to be cautious when making substantial purchase decisions. Choosing a reputable brand helps mitigate this risk.

Scientists seek collaborations with partners boasting extensive experience, dependable knowledge, and consistent solutions. In Biomedicine, brand reputation is a critical distinguishing factor among competitors. You gain recognition early in the procurement process if you are an established supplier with a track record of sustained quality and capabilities.

When you represent something meaningful, you inevitably stand out. This is true in science as well as in ordinary life.

2. Influencer marketing has no place in science

Creating content is just one part of your marketing strategy, but it can only go far. To truly make an impact, you need the means to connect with your target audience; otherwise, your valuable content might be noticed. Influencers possess a pre-established level of trust and credibility within their respective fields, accelerating the acceptance of products they endorse.

The peer review system is pivotal in cultivating respect among colleagues and enhancing their reputation. Scientists place a significant emphasis on the opinions of their peers. Recommendations from colleagues are frequently cited as one of the primary factors influencing their choice of products.

Consequently, influencer marketing becomes a critical distinguishing factor for marketers in the life sciences industry. Utilizing influencer organizations such as The Scientist or Popular Science can be a practical approach to disseminating marketing information. These platforms possess influence and extensive reach. Influencers can propel your marketing content further and more rapidly than you might achieve.

3. Marketers should focus on product features

Many marketers believe that scientists possess technical insight and a keen interest in understanding the intricacies of product functionality. Consequently, they may assume that explicitly outlining the benefits is unnecessary, as scientists will deduce them from the product’s features.

However, detailing product features presupposes that the customer is already well-versed in the technology and can comprehend its capabilities. This places the onus of comprehension squarely on the customer. In today’s increasingly advanced laboratory technology landscape, many scientists need more time to delve into the inner workings of products at a highly detailed level. Their primary concern often revolves around what a product accomplishes rather than how it achieves it. This “so what” factor encapsulates the product’s benefits: what it brings to the table. Nevertheless, benefits alone cannot suffice; they require features to serve as substantiating evidence for the claims of benefit.

Scientists aspire to generate scientifically sound experimental results as swiftly as possible. Products that offer a clearly defined value proposition—clarifying how they solve customer problems more effectively than alternative solutions—and that provide scientists with a competitive advantage in achieving their objectives, tend to outperform those that do not. Therefore, marketers must carefully craft their messages to highlight the value their products bring to the scientific community.

4. Social media marketing is not for scientists

There’s a prevalent misconception that scientists steer clear of social media. However, this notion contradicts the remarkable surge in scientific social networks like Academia and ResearchGate, both incorporating social and collaborative elements. In early 2022 Academia had more than 180 million registered users and there were about 40 million papers available on the site. In September 2023 there are 25 million users registered at ResearchGate.

One significant driver behind scientists embracing social media is the intense competition for funding in today’s scientific landscape, with only a select few prestigious institutions receiving grants. This, coupled with the considerable time and effort required to establish a scientific reputation, means that even exceptional scientists can only partially rely on their research to gain recognition. Scientists must actively communicate their accomplishments to expand their sphere of influence, and social media provides a valuable avenue for this purpose. An array of science blogs caters to diverse needs, ranging from practical guides like Study Hacks and The Thesis Whisperer for PhD students to news outlets such as New Scientist, Scientific America, Science News, and many more.

Science inherently revolves around communication and collaboration, aligning with social media’s core principles. It’s these shared values that drive scientists to embrace social media platforms.

Marketers can leverage this growing adoption of social media among scientists to foster relationships by becoming more accessible to their customers and utilizing direct interactions with their audience to develop more informed marketing strategies.

5. More content is key to drive a digital marketing strategy

Content is a crucial tool for engaging customers and capturing their interest when they are in the initial stages of researching potential solutions for a problem or need, even before engaging with a vendor. The prevailing notion is that more content is inherently better for reaching a wider audience.

However, let’s take a moment to consider the context in which marketing content exists. Like other forms of content, marketing content competes for attention alongside scientific content. International Association of Scientific, Technical and Medical Publishers (STM) estimates that the number of scientific articles published each year and the quantity of journals is growing constantly. Researchers consume more content, with an average number exceeding 300 articles per year, yet dedicating less time to each piece. Reading times have decreased from 45-50 minutes in the mid-1990s to less than 30 minutes.

Scientists devote a substantial portion of their work to reading. Therefore, if marketers aim to capture their attention, the focus should shift from merely generating more content to ensuring that the content they create is more captivating, of higher quality, and delivered at the opportune moment to remain relevant. This content must be genuinely valuable to scientists, addressing their specific needs and alleviating their challenges rather than attempting to sell a product solely by highlighting its features. Understanding scientists’ daily concerns and addressing them meaningfully has become more critical than ever for marketers.

6. Preference for communication channels are aligned between marketers and scientists

A study conducted by DT Consulting, an Indegene company,  analyzed over 4,000 interactions between healthcare professionals (HCPs) on the customer side and pharmaceutical companies on the selling side. The report unveiled a significant disparity between the communication channels favoured by HCPs and those employed by pharma companies for engagement. See image 6 for insights.

Pharmaceutical companies commonly utilized face-to-face sales representatives, medical representatives, and small in-person company-sponsored events to interact with HCPs. However, HCPs rated their preference for these channels as relatively low. Instead, they showed a greater appreciation for engaging with pharma companies through emails from sales and medical representatives, online conferences featuring medical representatives, live online or virtual meetings sponsored by the company, and videos of recorded webcasts, webinars, or congresses.

7. Scientists are immune to marketing

Life science marketing often involves selling intricate products or services to a technically adept audience. One might assume that branding holds lesser significance in this context, but this assumption needs to be corrected.

Brand exposure has the potential to influence subconscious behaviours. Consequently, even individuals who believe that a rational perspective shields them from such influences can be profoundly impacted by marketing efforts.

In truth, marketing holds genuine significance. It can affect people, educate and inform them, and exert this influence even when they are unaware of it. David Chapin in Scientists are Not Immune to Marketing: “Even those who believe they are impervious, or when messages are conveyed subliminally and go unnoticed, can still witness changes in their behaviour. The capacity to shape behaviour is just one of the reasons marketing wields substantial influence in the life science business.

8. Science marketing content needs to be dry and technical

When individuals encounter the term “life science marketing,” they frequently assume it involves exclusively technical materials, such as whitepapers and meticulously detailed product guides.

However, this is far from the truth. The beauty of science lies in its versatility, allowing it to be conveyed through various mediums, including technical content, blogs, infographics, video presentations, and more.

Your life science content will likely achieve better results when creatively presented, diverging from conventional norms and defying expectations.

9. Science content marketing is difficult

There’s a common belief that everyone working in the life science industry must possess a high-level scientific background, alongside being expert marketers who are well-versed in the latest content distribution platforms and analytics. Life science content marketing is an incredibly challenging domain, suitable only for the most resilient and technically proficient marketers.

However, this perception needs to capture the reality accurately. While there’s ample opportunity for highly skilled marketers to excel, the most effective approach to life science content marketing is through teamwork. One of its standout strengths lies in the extensive expertise within a life science company, which can simplify the marketer’s role. Collaboration among team members enables the development and execution of outstanding ideas, leveraging the collective knowledge and skills of the entire team.

10. Science content marketing needs to be sales driven

This misconception pertains to the content used in life science marketing and its intended audience, namely, scientists. Marketers often assume scientists need more patience for content that doesn’t directly delve into product descriptions and features. This leads to the belief that only brochures or comprehensive user guides will capture their attention. Consequently, conventional life science content marketing doesn’t resonate with scientists.

The fallacy lies in viewing scientists as caricatures of their professions when, in reality, they are human beings, much like anyone else. They undergo the same buyer journey as others: identifying a problem and seeking a solution.

Providing them with sufficient information during the awareness, consideration, and decision stages can be just as effective as any other B2B content marketing strategy. The key is ensuring that your content is well-crafted and effectively communicates your essential messages.

Summary

In the world of marketing to scientists, it is essential to debunk several myths and misconceptions to effectively engage this unique audience.

Scientists, like any other group, are not immune to marketing efforts. While they may pride themselves on rational thinking, marketing can influence their behavior, even subtly.

The discussion in this blog has shed light on ten prominent myths and misconceptions:

The Importance of Branding: Contrary to the belief that scientists prioritize technical details over branding, brands hold significance in the scientific community. Credible brands reduce perceived risk and foster trust.

Influencer Marketing: Influencers play a vital role in science marketing by leveraging trust and credibility. Peer recommendations and endorsements from colleagues influence scientists’ product choices.

Balancing Product Features and Benefits: It is crucial to communicate both product features and benefits. Scientists focus on outcomes and need a clear value proposition.

Social Media’s Role: Scientists actively embrace social media, driven by the competition for funding and the need to establish a broader influence beyond their research.

Quality Over Quantity in Content: More content is not necessarily better. Instead, marketers should focus on creating captivating, high-quality content tailored to scientists’ specific needs.

Aligning Channel Preferences: Understanding healthcare professionals’ channel preferences is vital, as their preferred communication methods may differ from what pharmaceutical companies use.

Marketing’s Influence: Scientists are not immune to marketing. Brand exposure can subtly shape behaviour, even among those who believe they are rational decision-makers.

Diverse Content Approaches: Life science content doesn’t have to be dry and technical. It can take various creative forms, from technical content to blogs, infographics, and videos.

Teamwork in Marketing: While life science marketing may seem challenging, teamwork and collaboration within a company’s diverse expertise can simplify the process and lead to innovative ideas.

Beyond Sales-Driven Content: Scientists follow the same buyer journey as others. Content that provides valuable information throughout the decision-making process can be highly effective in engaging scientists.

Conclusion

Marketing to scientists requires a nuanced approach that acknowledges their unique characteristics and dispels the myths and misconceptions covered in this blog.

By understanding scientists’ needs and preferences, marketers can craft strategies that resonate with this audience, ultimately fostering more meaningful connections and successful engagement in e.g. the life sciences industry.

The post Are scientists immune to marketing? appeared first on Olle Marketing AB.