In brief: SEO is a set of content, technical and reputation practices that improve a website’s discoverability in organic search results.
How I use SEO in practice
I start with the offer and the customer’s situation. Then I map searching, website architecture, technical obstacles, the quality of individual pages and internal linking. I do not see SEO as a separate channel managed through one spreadsheet. It touches the product, development, content, brand and sales. The priority is a change that improves the page for a person while also making it accessible to search engines.
What to watch out for
The position of one keyword is not a strategy. Buying links, mechanically repeating phrases and producing many similar pages do not work either. Short-term tricks create long-term technical and reputational debt.
Questions for decision-making
- Which searches intersect with our business?
- Do we have the best original answer for them?
- What prevents the page from being found or used?
- How does SEO contribute to the company’s real outcome?