Category · 45 guides
Marketing & SEO
Search visibility and measurement for Swedish businesses: technical SEO, local search, Google Business Profile, GA4 and consent, and honest guidance on what SEO costs and delivers.
Cookie-free analytics: Plausible, Matomo and others
What cookie-free analytics can and cannot measure, how Plausible, Matomo, Fathom and Umami differ on hosting and features, and whether you should drop GA4 or run both.
Duplicate content and canonical tags
Most duplicate content is not copied text. It is the same page reachable at many addresses. Here is how it happens and how to consolidate it.
Earning links without buying them
You already deserve more links than you have. Here is where they are hiding, how to ask for them, what content earns citations on its own, and why the paid shortcut costs more than it saves.
Conversion tracking for Google Ads you can trust
Google Ads optimises towards whatever you call a conversion. If that number is inflated, duplicated or disconnected from revenue, the budget follows it off a cliff.
Google Business Profile setup
For a local Swedish business the map listing often brings more calls than the website. Here is how to claim, verify and complete the profile, and keep it working.
Google Consent Mode v2 explained
Consent Mode is the bridge between your cookie banner and Google's tags. Set it up right and your measurement respects the visitor's choice without going dark.
Google Search Console for beginners
Search Console is the only place Google tells you directly how your site is doing in search. It is free, and most business owners never open it. Here is how to set it up and what to read each month.
Google Tag Manager without the mess
Most Tag Manager containers become a pile of unnamed tags nobody dares to delete. A naming scheme, folders, consent rules and version notes keep yours readable for the next person.
How long does SEO take to work?
Months, not weeks, and the honest answer depends on your site's age, the competition and what you fix first. Here is the timeline mechanism, the early signals and the point at which to change course.
Image SEO and alt text done right
Alt text exists for people who cannot see the image. Write it for them and you also serve Google. Here is how, plus filenames, formats and image search.
Internal linking: the cheapest SEO lever
Internal links cost nothing but time, and they decide which pages Google finds, understands and trusts. Here is a practical way to use them.
Is a company blog worth it?
Most company blogs are news feeds nobody searches for. A blog pays off when every post answers a question your buyers actually ask. Here is how to tell which kind you would have.
Is Google Analytics legal in Sweden?
IMY's decisions, the EU-US framework that followed, the consent and configuration that still apply, and how a careful Swedish company decides today.
Keyword research for the Swedish market
Swedish searches are spread across compound words, spelling variants and low volumes that English tools misread. Here is a method built for that, with Search Console as the primary source.
Local SEO: ranking in your own city
Local results are chosen on proximity, relevance and prominence. You cannot move your address, but you can move the other two. Here is the work that does it.
A marketing dashboard in Looker Studio
A good marketing dashboard answers three questions on one page: how many leads, what they cost and whether the trend is up. Here is how to build it from GA4, Ads and Search Console.
Setting a marketing budget for a small company
Percentage-of-revenue rules tell you nothing about your business. Start from what a customer is worth, work back from your growth target, and let tests decide where the money goes.
Meta Pixel and Conversions API setup
Meta campaigns optimise on the events you send. Send them from the browser only and you lose a share to blockers and consent; send from both without deduplication and you double-count. Here is the setup that works.
Search intent: why the right page beats more pages
Google ranks the page that best answers what the searcher wants to do. One page per intent beats ten near-identical pages competing with each other.
SEO agency, freelancer or in-house?
SEO is three different jobs wearing one name. Once you separate them, the question of who should do it, agency, freelancer or your own team, mostly answers itself.
What should an SEO audit cost and deliver?
An automated SEO report and an expert audit can look alike and differ enormously in value. Here is what drives the price and what the deliverable should contain.
SEO checklist for a new website
A new site cannot rank for what Google cannot find or understand. These foundations take days, not months, and are much harder to fix later.
What SEO costs in Sweden
SEO is sold as audits, projects and monthly retainers, and the same hours can be priced very differently. Here is what each model should deliver and how to judge a quote.
SEO for JavaScript websites: rendering pitfalls
A React or Vue site can look perfect in the browser and nearly empty to a crawler. How rendering works, where indexing gaps come from and how to fix them.
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