SEO
How does SEO work?
SEO stands for search engine optimization. It's about making your website more visible in Google when potential customers search for the products or services you offer.
The goal isn't just to get more visitors. Good SEO should help you attract the right people: customers who already have a need and are actively looking for a solution.
For example, if you sell interior stairs, you want to be visible when someone searches for “new stairs,” “price of interior stairs,” or “staircase supplier in Oslo.” If you run a construction company, relevant searches might be “bathroom renovation price,” “build a terrace,” or “carpenter in Drammen.”
But how does SEO work in practice?
Google tries to find the best answer
When a person types a search into Google, the search engine evaluates which websites provide the most relevant and useful answer.
Google looks at, among other things:
- what the page is about
- how well the content responds to the search
- whether the website is fast and mobile-friendly
- whether the structure is clear
- whether other websites link to the site whether the company seems trustworthy
This means that it's not enough to just include some keywords in the text. The entire website must be structured so that both Google and customers understand what you offer.
Keyword analysis is the foundation
Before you start optimizing your website, you need to know what your customers are actually searching for.
This is called keyword analysis.
Many businesses use words that are common in the industry, but that customers rarely type into Google. For example, a supplier might use the word “repos” or “vange,” while the customer searches for “stairs with turns” or “stairs with railings.”
A good keyword analysis helps you find:
- keywords relevant to your services
- Questions customers ask before contacting us
- local searches in cities and areas you cover
- keywords with clear purchase intent
- topics you can write articles about
Keywords should be used naturally on the website. The goal is to create useful content, not to repeat the same phrase as many times as possible.
Content helps Google understand the website
Google can only rank your website if the search engine understands what each page is about.
Therefore, you should create separate pages for your most important services.
A company that sells stairs should not gather all its information on one short page. It may be better to create separate pages for, for example:
- interior stairs
- oak stairs
- staircase with glass railing
- staircase renovation work
- price of new stairs
The same applies to a construction company. Services such as renovations, extensions, terraces and bathrooms should be explained on separate pages.
Articles and guides are also important. They can answer questions customers have before they’re ready to order. For example, an article titled “How much does a new staircase cost?” can attract people who are considering buying but want to understand the price range first.
Technical SEO makes the website easier to use
Technical SEO is about how the website works behind the scenes.
A website can have good text, but still rank poorly if it is slow, difficult to use on mobile, or has technical errors.
Important areas within technical SEO are:
- speed
- mobile-friendliness
- clear URLs
- correct use of headings internal links indexing in Google
- secure connection with HTTPS
A good website should be easy to navigate. The customer should quickly find information about services, prices, references and how to contact the company.
Internal links strengthen important pages
Internal links are links between pages on your own website.
If you write an article about the price of a new staircase, you should link to the page where the customer can read about different staircase models or submit an inquiry.
Similarly, an article about keyword analysis could link to a page about SEO services.
Internal links help customers find relevant information. They also make it easier for Google to understand which pages are most important.
Links from other websites build authority
When other relevant websites link to your website, this can be a signal that your content is useful and trustworthy.
Such links are called backlinks.
For a local business, relevant links might come from:
- industry registers
- partners
- suppliers
- local media
- professional articles
- customer projects
Quality is more important than quantity. One relevant link from a reputable website can be more valuable than many random links from weak websites.
Local SEO helps customers in the local area
For artisans and local businesses, local SEO is especially important.
A customer often searches for services nearby:
- electrician in Oslo
- carpenter in Bærum
- stair supplier in Drammen
- SEO specialist in Norway