“SEO tager tid” – hvis du har arbejdet med SEO eller har haft møder med SEO-eksperter, så har du nok hørt det før. 

Men det er ikke altid korrekt, at SEO tager tid. I dette blogindlæg vil jeg præsentere nogle cases, hvor det ikke har været tilfældet, og dernæst give et indblik i, hvordan vores proces understøtter både kortsigtede og langsigtede resultater.  

Jeg har valgt tre forskellige cases med hver deres udgangspunkt, for at give et bredt indblik i de forskellige måder, man kan arbejde på.

Ejendomsmægler-case

Første case er en ejendomsmægler, der ønskede at rangere højt på ejendomsmægler + lokalområde. Efter 4 dage så vi, at de begyndte at rykke sig i søgeresultatet – efter 8 dage lå de #2, og da der var gået 20 dage, lå de #1. 


Ovenstående case bygger primært på teknisk forståelse og hurtig eksekvering af analysen. Dertil hjælper det selvfølgelig også, at man arbejder med en kunde, som er samarbejdsvillig og giver lov til, at man laver de rettelser, man mener er nødvendige.

Reaktionen fra kunden var heller ikke til at tage fejl af: 


Dyrlæge-case

Med denne case startede vi arbejdet i januar. Allerede samme måned så vi en stor organisk stigning i trafik sammenlignet med de to forrige måneder. Grafen nedenfor ser måske ikke så drastisk ud, men til gengæld taler tallene for sig selv.

Kunden går fra 2508 organiske besøgende i november 2019 og 2302 i december samme år til 3293 besøgende i januar 2020. Den stigning baserer sig udelukkende på en enkelt måneds arbejde. 

Den primære årsag til stigningen skal findes i det nye indhold, vi udarbejdede til kunden og fik publiceret i den periode. Derudover optimerede vi det eksisterende indhold. 

Forudsætningen for succes var rigtig god for lige præcis denne kunde. De havde en indholdsrig side, hvor indholdet ikke var optimeret teknisk korrekt. Dertil var der et uudnyttet potentiale for mere indhold, og det skabte altså de hurtige resultater.

Frisør-case

Dyrlæge-casen havde et glimrende udgangspunkt. Det kan man ikke sige om denne case, som havde en helt nyopstartet hjemmeside uden indhold, da vi indgik samarbejdet. Men selvom man kan være nødt til at starte fra bunden, udelukker det ikke muligheden for relativt hurtige resultater.

I denne case igangsatte vi arbejdet i april 2019, hvor vi som det første lavede en helt ny hjemmeside. Vi gik fra 0 organiske besøgende i april til 244 i maj, og i juli nåede vi 825. Det er altså en stigning 0 til 825 organiske besøgende på små 3 måneder. 

Kunden og konkurrenterne dikterer de hurtige resultater

Når vi starter et samarbejde, anbefaler vi ofte en 6 måneders strategi (selvfølgelig uden bindingsperiode). Årsagen til dette er, at vi løbende tilpasser strategien, i takt med at vores kendskab til kunden og den pågældende problemstilling bliver større. Vi bliver skarpere på strategien for hver dag, der går, og dermed øges forudsætningen for de gode resultater. Ofte vil strukturen for arbejdsflowet se ud som følger:

  1. Analysér
  2. Eksekvér
  3. Evaluér
  4. Analysér 
  5. Eksekvér
  6. Evaluér

Ovenstående arbejdsflow understøtter den strategi, som giver de langsigtede resultater. At kunne evaluere og udarbejde en ny strategi kræver et stort datasæt. Det er der ikke tid til, når man skal skaffe hurtige resultater. Så hvordan skaffer man de hurtige resultater?

Erfaring

Efter mange år i branchen, ved vi, hvad der fungerer. Vi ved hvilke elementer, der giver de hurtigste resultater, og vi kender til en bred vifte af brancher. Dermed kan vi implementere de elementer, der er bedst inden for den givne branche.

Konkurrence

Mindre konkurrence på søgemaskinen giver hurtigere resultater. Nedenfor beskriver jeg, hvordan vores arbejdsproces understøtter både langsigtede og kortsigtede resultater. 

Kundens eksisterende profil

Konkurrencen skal altid ses i forhold til kundens eksisterende profil. Ligesom med fodbold gælder det, at konkurrencen er relativ, alt efter hvilken liga, du spiller i. Hvis du spiller i Champions League, er konkurrencen høj, og hvis du spiller i Superligaen, er den mindre. Det spændende ved SEO er, at du langt hen ad vejen kan definere din egen liga ved at lave en varieret søgeordsanalyse.  

Varierede søgeordsanalyser giver hurtigere resultater

Når vi arbejder med SEO, laver vi altid en content plan. Content planen tager udgangspunkt i forskellige ord, som vi definerer som primære, sekundære og tertiære.

De primære søgeord er oftest forretningskritiske, dvs. særligt vigtige for den pågældende kunde, og meget konkurrencetunge ord. 

De sekundære relaterer sig til de primære, men er oftest mindre konkurrencetunge. 

De tertiære søgeord er knap så forretningskritiske og oftest ord med lav konkurrence. Her kan man tale om “nice to have” snarere end “need to have”. 

Når vi udarbejder en søgeordsanalyse, forsøger vi at ramme en blanding af ovenstående søgeord. Dermed rammer vi både søgeord, der har høj og lav konkurrence. Søgeordene med lav konkurrence vil ofte give hurtigere resultater. De skaber tit de resultater, som er præsenteret i blogindlæggets tre cases.

En god analyse og teknisk forståelse skaber fundamentet for hurtige SEO-resultater. SEO behøver ikke være et uoverskueligt fremtidsprojekt. Det kan sagtens være en kombination af vækst her og nu og vækst på den længere bane. 


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