Digital Agency Stockholm

Frontend is what the user sees and interacts with — such as design, menus, and buttons.
Backend is what happens behind the scenes — including data storage, security, and functionality.

SEO (Search Engine Optimization) is the process of improving a website to increase its visibility in search engines like Google. It involves making the content, technical setup, and structure more attractive to both users and search engine algorithms.

Design focuses on the visual aspects — such as colors, fonts, and images.
UX (User Experience) and UI (User Interface) are about how the user experiences and navigates the website. UX is about structure and usability, while UI is about the interface’s look and feel.

There are three main types of SEO, each focusing on different aspects of optimizing your website:

1. On-Page SEO

Focuses on the content and structure of your website. This includes optimizing:

• Headings and meta tags

• Keywords and textual content

• Internal linking

• URL structure and image optimization

2. Off-Page SEO

Involves external factors that influence your ranking, especially:

• Link building (backlinks)

• Digital PR

• Social media activity

• Trust and domain authority

3. Technical SEO

Ensures that search engines can effectively crawl and index your website. It includes:

• Loading speed and mobile-friendliness

• XML sitemaps and robots.txt

• SSL certificates (HTTPS)

• Error fixes and structured data (schema markup)

Technical SEO is about optimizing the technical structure of your website so that search engines like Google can easily crawl, index, and understand its content. This includes factors such as site speed, mobile-friendliness, security (HTTPS), proper management of robots.txt and XML sitemaps, and avoiding technical issues like broken links and duplicate content.

A well-optimized technical foundation allows your website to perform better in search results and provides a better user experience. Through structured data (schema markup), a logical URL structure, and fast loading times, both visitors and search engines are ensured a smooth and efficient experience.

On-page SEO is the part of search engine optimization that focuses on the content and structure of your actual website — the elements you have direct control over. It involves optimizing things like titles, meta descriptions, headings, keywords, internal links, and images to improve a page’s visibility in search results.

The goal of On-page SEO is to make your content as relevant, user-friendly, and search engine-friendly as possible. This means each page should have a clear structure, address the user’s search intent, and be optimized for both readability and technical factors like loading speed and mobile responsiveness.

Off-page SEO is the part of search engine optimization that takes place outside your own website and aims to increase your site’s authority, credibility, and visibility in search engines. The most central aspect of Off-page SEO is link building — getting other relevant and trustworthy websites to link to yours.

Beyond backlinks, Off-page SEO also includes strategies like digital PR, social media activity, customer reviews, and online mentions of your brand. The more — and higher quality — external signals you have, the more authoritative your site appears to search engines, which can lead to higher rankings.

Local SEO is essential for businesses that want to appear in geographically related searches — such as “hairdresser near me” or “restaurant in Gothenburg.” It’s about optimizing your digital presence so you show up when potential customers search for services in your area — especially in Google Maps and local search results.

Examples of key local SEO actions include optimizing your Google Business Profile, using structured data (schema markup) to display opening hours, reviews, and address, as well as collecting customer reviews and ensuring consistent business information across local directories.