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What is SEO (search engine optimization)?

SEO means Search Engine Optimization. Perhaps you have heard of it before but don’t know what it means exactly? Don’t panic, in this article we explain in detail what SEO is exactly. It’s more important and comprehensive than you think!

What is SEO?

SEO stands for Search Engine Optimization. It is a digital marketing strategy that is aimed at optimizing  the online findability of  a website, so that it scores higher in the search results of search engines such as Google and Bing. It’s basically a collection of different techniques. So SEO is much more than just writing some blog articles.

There are three main pillars that form the basis of a successful SEO strategy:

  1. Technique
  2. Content
  3. Authority

Technical SEO

Technical SEO relates to the technical aspects of a website that affect the search results of search engines such as Google. This includes, among other things, optimizing the website architecture, page load time, mobile responsiveness and indexability of the website.

A well-optimized website in terms of technology can help to rank higher in the search results, because search engines consider these websites to be user-friendly and can index more easily.

Content SEO

Content and on-page SEO includes all actions taken on the website itself to improve online findability. This includes the use of relevant keywords and phrases in the website content, optimizing meta tags, titles  and descriptions, and adding internal links to make the website easier to navigate.

Good content is of great importance because it helps search engines understand what the website is about and what content is relevant to user searches. By using the right keywords in the content, a website can rank higher in the search results and attract more traffic. The first step is to draw up a keyword research. This way you determine what people from your target group are looking for and which relevant search terms are interesting. 

Not only blog articles need to be optimized, but also the regular website texts throughout your website. Beware of ‘duplicate content’! Duplicate content are the same texts that appear multiple times on one or more websites. Google doesn’t like this and can punish it. It is therefore very important that you always write original content.


The third but equally important pillar is authority. Authority and off-page SEO are about actions taken outside the website. This includes building backlinks (link building) and improving the reputation of your website on social media.

  • Link building: Link building involves collecting links to your website from other domains. These are actually references from one website to another, or backlinks. It is very interesting that websites with a high authority link to your website. Google will notice this and rate your website higher, which can mean better rankings in the search results.
  • Social media: By sharing your website content on social media, you attract people to your website. If other people also share your content, this will increase the reputation of your website.


Off-page SEO is therefore important because it increases the authority and reliability of a website. This can help search engines to rate the website higher in the search results.

SEO summarized

SEO is an important part of digital marketing and can have a major impact on a company’s online success. The three pillars of SEO – technique, content and authority – form the basis of a good SEO strategy and can significantly increase the online findability of a website. It is a process that takes time and must be continuously optimized. Your competitors don’t sit still either. SEO is therefore more of a ‘marathon’ than a ‘sprint’. In the long run, SEO does provide the most returns and ultimately a better ROI.

Get started with SEO

SEO can be complex, we’re honest about that. It also takes a lot of time. There are crucial factors to consider, and it’s important that you immediately establish the right KPIs to measure the results of your SEO efforts.

Interested in the possibilities of SEO for your company? Feel free to contact us! We are happy to help you.

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