innovena logo

Our guide to SEO

SEO guide
SEO guide
Joakim Skansen Flatmoen


What is a search engine?

A search engine is a digital tool that provides users with the ability to find and explore information on the internet. A bit more about what search engine optimization is. These tools serve as gateways to the extensive and ever-expanding web of websites and resources. Some of the most well-known search engines include Google, Bing, Yahoo, and DuckDuckGo, among others.

Search engines act as bridges between users and the vast sea of information on the web. By entering search terms or phrases, users can access relevant results that match their search queries.

How do search engines work?

Search engines operate through a process involving several steps:

The importance of understanding search engine functionality

Understanding how search engines function is crucial for anyone looking to succeed in SEO. SEO is not just about manipulating search engines to achieve higher rankings; it's about adapting your website to satisfy both user needs and search engine criteria. Further information on the importance of SEO.

By comprehending how search engines operate, you can develop a more targeted and effective SEO strategy. You can identify key areas for improvement, target relevant keywords, and optimize your content to achieve better rankings. Additionally, knowledge of search engine functionality can help you stay updated with the constantly changing algorithms and trends in search engine optimization.

In the context of Innovena's SEO guide, this understanding is fundamental to developing a comprehensive and effective approach to SEO that not only achieves short-term results but also lays the foundation for long-term success online.

Keyword Research

What are keywords?

Keywords are the words or phrases users type into search engines when seeking information.

The importance of keyword research

Keyword research helps identify relevant search terms and understand your audience's search intent.

Tools for keyword research

On-Page SEO

What is On-Page SEO?

On-Page SEO refers to the optimization of content and HTML code on the website's pages.

Key factors for On-Page SEO:

Optimization of title and meta descriptions Use of appropriate keywords in headings, body text, and image descriptions Improvement of website speed and performance Implementation of responsive design for mobile use.

Tools for On-Page SEO analysis

Off-Page SEO

What is Off-Page SEO?

Off-Page SEO, also known as external SEO, encompasses all actions and strategies conducted outside of the website itself to improve the website's ranking on search engine results pages (SERPs). While On-Page SEO focuses on optimizing the content and structure of the website, Off-Page SEO aims to enhance the website's authority, relevance, and reputation through external signals.

Off-Page SEO is about building a positive online presence and a strong reputation for your website across the internet. This is primarily achieved through two main methods: building backlinks and engaging in social media.

One of the most critical factors in Off-Page SEO is building backlinks from other websites to your own. Backlinks act as votes of trust and authority for search engines. The more high-quality and relevant backlinks you have from authoritative websites, the higher your website will be evaluated by search engines.

However, it's important to note that not all backlinks are equally valuable. The quality of backlinks, how they are obtained, and the relevance of the source linking to you all play a role in how search engines assess them. Therefore, it's essential to focus on acquiring quality backlinks from relevant and authoritative websites within your industry or niche.

Participation in Social Media

Social media also plays a vital role in Off-Page SEO. Active participation on social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and others helps increase the visibility, engagement, and reputation of the website. Social media provides the opportunity to share content, engage with your audience, and build relationships with potential customers and influencers.

By sharing your content on social media platforms and encouraging sharing and interaction, you can increase exposure to your website and attract more visitors. Social signals, such as likes, shares, comments, and reviews, can also impact the website's ranking in search engine results.

Key Factors for Off-Page SEO

Tools for Off-Page SEO-analysis

Technical SEO

What is technical SEO?

echnical SEO focuses on optimizing the website's infrastructure and background processes for better performance and indexing by search engines.

Key factors for Technical SEO:

Tools for Technical SEO analysis


An effective SEO strategy requires a thorough understanding of search engines, keyword research, On-Page and Off-Page SEO, as well as technical SEO. By implementing these strategies and using relevant tools, you can increase the visibility and traffic to your website and achieve better results on search engine results pages.

For further information and resources on SEO, visit the following websites. Also, check out our 5 great tips for SEO.

Would you like to learn more about SEO or how we can assist you with SEO?

Get in touch for a non-committal chat, and let's figure out together how we can help your business succeed in online visibility.

Frequently Asked Questions about SEO

  • What is Off-Page SEO?

    Off-Page SEO encompasses external strategies beyond the website to enhance the website's authority, such as building quality backlinks and engaging in social media to improve rankings on search engine results pages.

  • What is On-Page SEO?

    On-Page SEO involves internal optimization strategies on the website, including content optimization, proper use of keywords, metadata optimization, and improving website performance to increase visibility and ranking on search engine results pages.

  • What is Keywords (SEO)?

    In SEO, keywords are specific words or phrases that users type into search engines when searching for relevant information. These words act as links between user queries and website content, and are crucial for understanding search intent. Through keyword research, relevant keywords for the target audience are identified, and then the content is optimized to ensure higher visibility and ranking on search engine results pages.

  • What is a Meta Description?

    A meta description is a brief, descriptive text displayed below the title in search results. It provides a summary of the content on the webpage and encourages users to click. In SEO, the meta description is important because it affects the click-through rate.

  • What are backlinks (SEO)?

    Backlinks, or inbound links, are links from external websites that point back to your own website. In SEO, backlinks are important because they serve as "votes" of trust and authority for search engines. The more high-quality backlinks you have from relevant and authoritative websites, the higher your website's ranking on search engine results pages.