The blog
Writing from the team.
We write about what we work with: search, AI search, advertising, web and measurement. Every post has a named author, and everything builds on what we do in the assignments.
International SEO
International SEO: entering a new market
Taking a brand into a new market is not translating the site, it is building trust from scratch, locally.
Katarina Dahlin · 16 July 2026 · 2 min readLink strategy
Buying links? It comes down to relevance
The question of whether to buy links has no simple yes or no, because what decides it is relevance and context, not whether money changes hands.
Katarina Dahlin · 16 July 2026 · 2 min readWeb development
SSR, CSR and SSG: the rendering choice for SEO
Whether a page is built on the server or in the browser decides if Google sees the content, so rendering is an SEO decision, not just a technical one.
Simon Torngren · 11 July 2026 · 2 min readTracking
Server-side GTM and consent in the right order
Browser tracking leaks data to ad blockers and cookie rules, and it isn't allowed to collect anything before the visitor has said yes.
Simon Torngren · 11 July 2026 · 3 min readSales and marketing
Marketing and sales are one flow
In many B2B companies marketing produces and the sales team sells, but in parallel tracks that never meet.
Alexander Larsson · 7 July 2026 · 2 min readVisibility
Brand dependency is a hidden vulnerability
When a large share of traffic comes via brand searches, it looks good in the report.
Alexander Larsson · 7 July 2026 · 2 min readTechnical SEO
SEO in a platform migration: move without losing your rankings
A platform migration is the riskiest thing a site can do to its visibility, and the thing most often done in the wrong order.
Hans Sandblom · 19 June 2026 · 2 min readOn-page SEO
Smaller catalogue, stronger SEO: when fewer pages rank better
More product pages isn't more SEO, often the opposite.
Hans Sandblom · 19 June 2026 · 2 min readAdvertising
Focus the ad budget: why a few campaigns beat many
A small ad budget spread across many campaigns rarely works.
Angelica Sandblom · 16 June 2026 · 2 min readConversion
Conversion, not traffic: the metric that actually counts
More visitors isn't a result in itself.
Angelica Sandblom · 16 June 2026 · 1 min readAccountability
Green report, red business: when marketing doesn't deliver results
An agency can show green numbers every month while your business loses money.
Alexander Larsson · 15 June 2026 · 2 min readAdvertising
Google Ads when the purchase is expensive
The more expensive and considered the purchase, the stronger the case for search advertising.
Alexander Larsson · 15 June 2026 · 2 min readHow we work
No juniors between you and the work
Most agencies are sold by a senior and delivered by a junior.
Simon Torngren · 13 June 2026 · 1 min readAI search
How to stay visible when AI writes the answers
More and more buying decisions start in an AI answer instead of a results list, and then ranking is not enough: you need to be citable.
Hans Sandblom · 12 June 2026 · 2 min readThe model
Consultant or agency? Wrong question
The choice is usually framed as consultant or agency, but most companies need parts of both and are forced to give up half.
Simon Torngren · 11 June 2026 · 1 min readMeasurement
Data is not the same as a decision
Most companies measure more than ever and decide just as slowly as before.
Linus Fahlén Evaldsson · 10 June 2026 · 1 min readThe model
Why we work with a price cap
Hourly billing rewards an agency for working slowly.
Simon Torngren · 9 June 2026 · 1 min readLocal presence
Does the agency's location matter?
Many pick an agency by postal address, as if proximity to the office decided the quality of the digital work.
Linus Fahlén Evaldsson · 7 June 2026 · 1 min readB2B
B2B search is not e-commerce
The same SEO method is often used for B2B as for e-commerce, though the two have almost nothing in common.
Hans Sandblom · 5 June 2026 · 1 min readMarketing strategy
Marketing is not a channel question
Many companies buy marketing as channels: one agency for SEO, one for ads, one for social.
Alexander Larsson · 4 June 2026 · 1 min read