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Digital performance

Search Engine Optimisation (SEO)

Get help with your digital marketing: we get your site to rank high on organic searches so you can increase your conversions. Journey Agency is a digital agency based both in Oslo and Stockholm, and search engine optimisation (SEO) is our core service.
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Increased visibility when customers are looking for you: search engine optimisation is the art of making your business more visible in Google - and is often abbreviated to SEO.

Search engine optimisation should not be confused with search engine marketing - or Google Ads, if you will. Search engine marketing is about paying Google to rank your site higher in the search results. This is done by bidding on different keywords, and the placements are marked as ads.

Unlike search engine marketing, search engine optimisation is not paid; you can’t pay to get higher up in an organic search result. Instead, you need to develop your content and improve your website to gain a higher ranking in the search results.

You get the best results by ranking high in organic searches.

Journey Agency - a dedicated SEO agency in Oslo and Stockholm

Journey Agency is a dedicated SEO agency located in both Oslo and Stockholm. We help our clients rank in organic search results to get more customers, by creating quality content that Google loves. This will make it easier for customers to find your services.

SEO is about earning a prime position in front of customers who are already looking for you. For example, if you are a plumbing company in Drammen, you should end up on the first page of Google when someone searches for "Plumber Drammen".
Journey Agency also offers digital marketing via social media, development, web design, new websites and much more. Get in touch if you are wondering if you should use SEO in your marketing.

Why should you focus on search engine optimisation?

"I'm already visible online," you might say. That may well be. However, put yourself in the position of your potential customers for a moment and do the following exercise:

Search Google for three words or phrases that you expect to find your own business at the top of Google for. Did you find yourself among the top three searches? Congratulations! Then you can really stop reading here. Did it not go so well? Read on.

Search engine optimisation is often called the "forgotten marketing exercise". Many companies pump millions into marketing each year, without thinking about the most commonly used way to their website: Google's search results. But how do you become more visible in Google's search results? In short, it is about two simple things:

→ Relevance
→ Authority


Search engine optimisation is, however, also about authority. Once Google has selected all the sites that offer content that matches what the user is searching for, the results are sorted by how much Google trusts the site - that is, by authority.

Authority is a mathematical expression, and is expressed by how many people link to your website.
Google always aims to present the most relevant search results to its visitors. If you don’t have content that corresponds to what the person is looking for, then you won't be visible in the search result.
To put it simply: if you haven’t written an article about “chocolate cupcakes”, then you won’t appear in the search result when someone searches for “chocolate cupcakes” - you don’t have the content the user is looking for. If you do not have the content, then you can’t get the traffic either.
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Here’s how it works

The logic is that the more people who link to your website, the better the content must be – and the more trustworthy, or authoritative, Google considers you to be. Google gives you a score from 0-10 (where 10 is best), to indicate how trustworthy your site is. This score is called PageRank and is one of several signals Google uses to measure your authority.

Simply put, the more authority Google perceives you to have, the higher your website will rank in the search results – as a general rule of thumb. Assuming you have content that is relevant to what the user is searching for, of course.

Search Engine

Useful tools

Now you’ve learned a little about how search engine optimisation works – and how Google sorts its search results. But how many people are actually searching for your products and services? Here are some useful tools you can use:

Google Keyword planner

With Google Keyword Planner you can find useful keywords and phrases. Enter 3-5 phrases you would like to be found on, and Google will tell you how many people search for these each month. Remember that it’s not valuable to spend time producing content for something no one is looking for. Make a list of valuable keywords that you want to be visible on and that have a relatively high search volume.

Tiny ranker

Then you can use a tool like Tiny Ranker to measure which position in the search result you rank for, for each of the keywords. When you know how many people are searching for a particular word or phrase, and what ranking you yourself have for it, then you have a good starting point for calculating the potential value of better placements for your business.


Ahrefs is perhaps the world’s most powerful SEO tool. Here you get full and detailed analyses of backlinks, rankings, authority, keywords and everything else you need to succeed with SEO. If we were to recommend just one tool for successful SEO, it would be Ahrefs.

Here you get the world’s largest indexing of backlinks, and a crawler that crawls more than 8 billion web pages every day – that’s three times as many as Google’s own robot.


SEMrush is also invaluable for anyone working on search engine optimisation. This is a tool that gives you insight into how competitors use organic search and paid ads for better ranking.

SEMrush also comes as a handy plugin that can be installed directly in Google docs, and that assists you as you type.

Create relevant, high-quality content

Content production

Now that you have a good starting point, you can produce relevant content. Keep in mind that if the content is not linked to from anywhere, the search engines will not find it. We are happy to solve this by creating an additional menu dedicated to search engine optimised articles, or by linking to the articles in the footer.

It can often take 3-6 months for search engine optimised articles to start indexing in Google – search engine optimisation requires patience!

If you want faster results, you can also try your hand at search engine marketing – we usually recommend a combination of both search engine optimisation and search engine marketing.

General tips related to search engine optimisation

Search engine optimisation must be done in a structured way. You do this by using various tools that measure results and rankings. Below we give you some general tips on how to perform search engine optimisation in a more structured way:

  • If you don’t have the content, you don’t get the visibility. Produce quality and relevant content for your web pages.
  • Make sure your article and / or website mentions the keyword you want to optimise your article for a sufficient number of times. SEO experts will always argue about how many times a keyword should be used on one page, but usually we talk about a keyword density of between 1.5 to 2%.
  • Make sure that inbound links to an article, the article’s tag, <h1> headline and general body text all send the same strong signal to Google about what the article is about. That is, these four signals normally correspond quite accurately.</h1>
  • Use a free tool such as SEO Site Checkup to do a technical SEO analysis of your web pages. A technical SEO analysis analyzes your page structure and the technical structure of your website.
  • Use a tool like TinyRanker to monitor your Google rankings.

Be sure to set up Google Analytics and Google Search Console and use the information you get from these tools to work strategically with search engine optimisation.

Let us take you a step further

Have we managed to convince you how important search engine optimisation is for your marketing strategy? Journey is one of Norway’s leading agencies in SEO.

We’ve helped companies such as Manpower, Ikano Bank, Axo Finans, Møller Mobility Group, Uno-X Gruppen, Egmont, Enklere Liv and many more to increase their visibility on the internet.

We’re located both in Oslo and Stockholm, and are happy to talk about how we can help your company with search engine optimisation and digital visibility. Use the contact form below to get in touch with us.

Contact us today