What the SEO - Marketing Podcast

In this episode we talk about topic clustering with Torbjørn Flensted from Ninety. Listen in and learn about the benefits of organizing your most important content with topic clusters as well as tips and tricks on how to focus and visualize your content.

CDN (Content Delivery Network) is a global network of servers, but why should you have it connected to your website? Olivia Stokholm from Cognito Digital is today's guest and talks about the possibilities with a CDN.

If you have a lot of visitors from different parts of the world, a CDN is essential. A CDN ensures that your website has a greater global reach as your site is hosted on a global network of servers. Use CDN to deliver an optimal website experience and increase the loading speed for your visitors.

The episode theme connects to something called TTL (Time-To-Live), which is a tool that can limit the lifetime of your data on your website/browser.

If you want to hear more about CDN and the possibilities for your website, you are always welcome to contact me - Henning Madsen. You can reach me by email [email protected] or via LinkedIn.

SEO and content marketing should be best friends!
If you can't create a good text based on your chosen keywords that makes people interact with your landing page, your SEO efforts will fall flat.

We have had Sarah le Fevre Munkgaard from Partner text in the studio for a chat and some advice on what to do when you have all your keywords and SEO strategy in place and you're ready to sit down and create your content. Because how do you do that most effectively so that you are left with a text that works?

He link building Not a bit of a black hat strategy? According to Google guidelines, you are not allowed to buy links, but there are methods that comply with Google guidelines and Danish law.

We have a visit from Christoffer Thorsager from Partner textwhere we talked about how to plan your link building strategy. How do you stay within Google's guidelines and marketing legislation when buying link building? Listen in and get advice on how to make the right choices with link building.

With long complex buyer journeys, it's important to get to know your target audience (rather trite, but extremely important). With a visit from Lotte Lauridsen from HelionB2Bit became a conversation about how B2B companies think SEO and digital marketing combined.

B2B have long, complex, multi-stakeholder buying journeys, so you need to create content and content types for all stakeholders. Content should be created in top, mid and low funnel. And SEO-evergreen content should be written that answers the questions you get from your keyword analysis. So a good piece of advice is to start with the low-hanging fruit and think about: What questions do you as a business want to keep answering?

Are you new to the world of SEO and need advice on how to approach SEO an? Or are you a seasoned expert who wants to stay up-to-date on the most important tips and tricks on the subject?

In this episode we are joined by Ture Alsvik from Atea, who reflects on what he wishes he had known when he started working with SEO. Listen in to hear what 15 tips will make Google love your website.

Internationalizing a website has great potential, but also a number of SEO challenges that can prevent you from reaching your full potential.

Competition abroad is often greater than in Denmark, and international websites require greater complexity, both technically and in terms of content.

Listen in as Lasse Grubbe from InboundCPH shares his experiences and learnings from his own international website, Mussica - which is a digital learning universe for music.

Did you know that a poorly executed migration In the worst case scenario, could your website lose all visibility? And once the damage is done, it can be difficult to repair.

A migration is a significant change to a website that involves major changes to the website's technical platform, structure, content and/or layout.

Listen to the podcast episode and get great SEO tips for website migration.

In the first episode of the new season, our Head of SEO, Henning Madsen, and Spies will talk about their strong collaboration for 7 years!

Spikes has always had a high brand awareness, but their competitors quickly became strong in SEO, which negatively affected the traffic on the Spies website. Therefore, they needed sparring and external help, and that was the start of a good and strong collaboration that we still have today.

Listen in as Rasmus, Head of Digital Operations at Spies, shares his experiences and how Spies has optimized their SEO at a time when the travel industry has been hit hard by a pandemic and the competition is fiercer than ever before. In addition, how collaboration among employees has improved, even though they have not been together physically in the office.

You can read more about the collaboration at https://inboundcph.dk/viden/samarbejde-spies/

In this episode we have a long-term customer in the studio, Kirsten Mørk, SEO specialist at Apopro.

It turned into a talk about SEO Micro-Moments. SEO Micro-Moments is a strategy to expand your customer journey mapping with pre-purchase searches (for example, searching X number of headaches). SEO Micro-Moments is about identifying all relevant searches and then creating a content strategy that matches the search behavior.

Listen in as Kirsten shares her experiences and gives advice on how she and Apopro work actively with SEO Micro-Moments and keywords and what tools they use to find the right keywords and measure their impact.

How do you ensure relevant content for your B2B audience considering how long and complex the customer journey really is? And which channels should you use?

In today's episode, we're joined by our own Head of Inbound Marketing, Philip Tovborg. Here we talk about how to ensure good content for your B2B audience. Philip gives you insight into the 95-5 rule and how SEO can help generate leads.

Listen in as Philip shares his experiences with B2B content, how he works with lead gen and demand gen, and which channels you as a company can use to reach the right B2B audience.

How do you create synergy between SEO and SEM and where can you reap benefits when working with both disciplines?

Our Head of Paid, Peter Halling Hilborg, explains this in this podcast episode. Peter shares his experiences and explains how to work strategically with SEO and SEM by creating synergy between the two disciplines - and gives good advice on how to put it into practice.

Make the most of the interplay between SEO and SEM. Listen in and learn more in this episode.

What criteria do you look at when choosing an agency and how do you ensure that the agency is up to the task?

We have Margit Friis, Head of Marketing and E-commerce at Apopro in the studio. Margit has been involved in hiring 7-8 different agencies and therefore shares her many experiences of choosing an agency - she shares both the good and the bad experiences.

Listen in and find out what criteria are important when choosing an agency.

Casper Rouchmann, Head of Marketing at United Fintech is joining us as a guest. Casper has many years of experience in digital marketing, both in start-up and scale-up companies.

He shares his many experiences, both good and bad, and shares what he wishes he had known before he started digital marketing himself back in the day.

Listen in to find out what's important to pay attention to and which tools are great to use as a start-up or scale-up company.

Our Inbound Marketing Specialist, Lasse Grubbe, is our guest in this episode. Lasse has many years of experience in digital marketing, including as self-employed and as a specialist at InboundCPH.

Henning and Lasse share their years of knowledge and best experiences with different SEO tools and which tools are good to use. You get an overview of the best tools for your SEO work - everything within technique, keyword analysis, content, link analysis, data collection and browser plugins.

Listen in to find out which SEO Tools you'll get the most out of and why you should use them.

Nikolaj Skarbye, Partner and CCO at Scratcher is joining as a guest.

Nikolaj shares his experiences on how you can engage your visitors more through the use of gamification on your site. Gamification can support your SEO strategy and can help increase user signals, more time on site and better CTR.

Listen in and find out how gamification can support your SEO strategy and how it can help engage your visitors.

Rasmus Panduro, Head of Digital Operations at Spies Travel is joining as a guest.

Rasmus shares his expertise on how Spies uses ChatGPT and AI in their daily work, both within SEO and across their business areas. Spies Travel is known as an innovative company that uses advanced technologies to drive improvements in their business processes and results.

Listen in as Rasmus shares his unique perspective on how Spies has achieved success by integrating ChatGPT and AI into their workflows.

In this episode you get a concrete SEO customer case from the collaboration between Atea and InboundCPH - and how an untapped SEO potential was realized to the tune of triple-digit millions.

In 2018, Atea decided to make SEO a central part of its marketing efforts, but with a complex webshop with more than 250,000 product pages, it was not an easy task. That's why Atea and today's guest, Allan Christiansen, decided to find external help.

Listen in and gain insight into the collaboration, processes, goals and results - which speak for themselves with 160 million DKK in additional revenue from organic traffic from Google. You can read more about the Atea case here

Christopher Hofman from IMPACT Extend visits the studio once again and talks about support searches, SEO and the customer journey.

There are at least 5 phases when searching on Google, called informational, navigational, commercial, transactional and support searches. And in this episode we focus on support searches, which are the searches a customer makes after purchasing a product or service.

By incorporating support searches into your SEO work, you can improve customer lifetime value by providing them with great service and support. It's also a great opportunity to build trust and loyalty to your brand and company.

Tools and tools mentioned in the episode: Ahrefs, SEMrush and StoryBase.

As a B2B company, it can be harder to track organic traffic and the effect it has on the buyer journey than it is for B2C and E-commerce. This can be a discouraging factor when it comes to SEO work and the goals that are often directly linked to growth.

So how do you ensure that your SEO efforts create value? And how do you know if you're getting the most out of working with an agency or consultant?

Find out more in this episode when Thomas Østerkjerhuus from MorningTrain visits the studio for the third time. In the episode, he talks about how to break away from pseudo-reports and what benefits there are for both the person who prepares the report and the person who receives the report, creating a win-win situation.

In today's episode we are joined by Olivia Stokholm from Cognito Digital,. E-A-T stands for expertise, authority and trustworthiness and is the hallmark of Google's Search Quality Rater guidelines. We talk about how the three factors relate to how Google ranks pages based on the YMYL rating, which stands for 'Your money or your life'. In addition, we talk about the interplay between content, technology and leftwhich is more important than ever before. When we talk about trust, we're talking about comparison, referrals and transparency.

In this episode we are joined by Karsten Nygaard from Strategistsand we talk about how Google measures engagement. In addition, we discuss how to create synergy between the SEO team and the Google Ads team. Can you get them to look at data together and create synergy? If no one is in charge, then no one is in charge. You'll also gain insight into why you should always use Google Ads, even if you have first place on Google.

In this episode we are joined by Christopher Hofman from IMPACT Extendand we're going to talk about Customer Journey Mapping. Most touchpoints of your users' buying journey are on Google, so we'll talk about customer journey mapping to identify the different prospects (touchpoints) in the buyer journey. But how do you measure success and what are the typical metrics? And finally, a good tip: Remember that the different pages on your website should do different things, so think about the purpose of the content on the page.

In today's episode we are joined by Tobias Hyldeborg from Visma Dineroand we talk about how to get started with SEO when starting a new site. There is good advice to pick up regarding the technical analysis, keyword analysisIn addition, we talk about the benefit of comparing with 10 competitors to create a good overview from the start.

International expansion can be challenging in many ways, and Anders Rosenqvist from Demant to put into words. In this section, we talk about the challenges of having a website in different export countries. You'll also be introduced to the total addressable market and get advice on first-party and third-party data tools. Tip of the day: It's all about thinking things through from the start.

Today we have another visit from Olivia Stokholm from Cognito Digitaland we're talking about something that's happening in the digital universe, namely Unified Commerce. It's relevant if you have physical and online sales and you want to tie that behavior together (i.e. link behavior from the stores with the digital). It's a scalable setup that ties all revenue and traffic together, which makes sense in terms of making relevant announcement. We talk about the many benefits of Unified Commerce and the value your SEO-work really brings to the table in this context.

Migration of websites can be a website redesign, upgrade, new platform or domain change. Today's guest is Lars Skjoldby from Skjoldbyand we talk about the consequences of poor migration. In addition, we provide tips and tricks on how to ensure that your SEO efforts are not compromised. We'll give a concrete example of why migration is important when a company has lost 70% of its traffic through migration.

Assessing whether a link is good or bad has become more nuanced, so we talk about how to assess the relevance, authority and quality of a link. A good piece of advice is to consider diversity in link building. In addition, we talk about domain authority and give you tips for assessing relevance based on different metrics. All this with a visit from Nikolaj Østergaard from Heymedia.

Today we have two guests with us, Ninna from Nordea and Katarina from Pandora. We talk about how to mature SEO as a business discipline and what it takes to navigate a stakeholder environment with a lot of customers and colleagues. We'll give you insight into what a strategy can include to massage SEO into the entire organization.

Søren Riisager from SEMO talks about his own text tool that helps to research what customers are searching for and what pains they have. That way you can think the user journey from start to finish when writing content. You'll also gain insight into how to research competitors' content and how many times you should use your keywords vs. to your competitors. Finally, a word of advice: Think of users as if you are going to educate them when you write your content.

Jimi Hove from OnlineMarketingBureau shares his knowledge of words and communication in online marketing. Words can have a huge impact if you know how to put them in the right context, and it's all about building trust around what you write. With the right words and communication, you can increase the conversion rate of your pages, ads, etc.

How do you value your SEO efforts and what parameters do you measure? Today's guest Christian Doeleman from IHH Nordic put into words.Listen in and find out how to determine the value calculation of your SEO efforts - and gain insight into how you can get closer to what a customer, average order or lead is worth to you.A question you can also get answers to is: Should you work with SEO as a new business and how?

Listen in as we are joined by Mikael Rieck, from AffiliateManager who is an expert in affiliate marketing. The topic is about rewarding one or more affiliates for each visitor or customer, but it's also about the customer's search intent and how to get them in the right direction. We talk about the positive effect it can have on your marketing channels and how it can drive sales for your business and target your competitors.

In this episode we talk to Ane Skovsted from IMPACT Extend to JavaScript and what challenges it can present in terms of indexing your pages. The pros and cons of server-side rendering vs. pre-rendering and how to crawl your pages will be discussed. Listen in and get recommendations for various JavaScript tools and tips for diagnosing and solving problems.

Thomas Mailund Østerkjerhuus from MorningTrain is visiting and he talks about RankBrain, which according to him, is probably the most overlooked SEO metric. There are more than 200 parameters that Google ranks pages based on, and here you can break it down into 4 pillars, namely technology, content, links and rankbrain.

Thomas Østerkjerhuus from MorningTrain is back, and in this episode he helps you understand what's important before you start your SEO work - and what can get in the way of achieving your goals.SEO Without a mindset is when you start your SEO efforts without a real goal and strategy. A good SEO strategy is all about moving from an inside-out mindset to an outside-in mindset.

From July 1, 2023, GUA will close, and anyone who doesn't take proactive action will be affected by the automatic migration to GA4. This means you risk losing business-critical data and insights - and your setup will not be compatible with your marketing efforts going forward.

Our Head of CRO and Tracking Alexander Kobberø explains this migration, what you need to do and why you should not let GA automigrate for you.

He focuses on both server-side tracking and good alternatives to GA4, including Matomo, which is the only tracking tool that can import data from GUA. He concludes with 5 tips on what to look out for when migrating to GA4.