SEO
Why Is SEO Important?
The importance of search engine optimization (SEO) has grown steadily. It is a cost-effective way to reach potential customers. SEO not only improves visibility in search engines, but also enhances the user experience of websites.
Alongside traditional SEO, a new approach called GEO (Generative Engine Optimization) has emerged. GEO refers to optimizing content for AI-driven systems such as Google, ChatGPT, Perplexity, and similar tools. Google’s AI-generated summaries (AI Overviews) now appear in 13% of search queries, compared to 6.5% in January 2025.
Studies show that, on average, 53% of website traffic comes from organic search. For this reason, it is essential to ensure you are not losing potential customers due to insufficient SEO efforts.
SEO performance can be measured. Google Analytics shows the volume of traffic by channel. Google Search Console reveals which keywords generate traffic. This data makes it possible to adjust and continuously improve the SEO strategy.
SEO is one of the most cost-effective forms of digital marketing because it targets users who are actively searching for information about products or services. Organic traffic gained through SEO helps save money compared to outbound marketing methods such as cold calling. While cold calls can be effective, they cost 61% more than inbound marketing methods like SEO.
SEO supports long-term brand building. High rankings in organic search results increase visibility and brand recognition. People search for information via Google, and effective SEO ensures your brand is visible online. Websites that rank highly are typically perceived as high quality and trustworthy, which enhances credibility.
In June 2021, Google introduced the Core Web Vitals update, which measures real-world user experience on websites. Core Web Vitals evaluate loading performance, interactivity, and visual stability during page load.
What Does SEO Consist Of?
Key Areas of SEO
- On-page SEO
- Off-page SEO
- Technical SEO
- GEO
On-page SEO refers to optimizing the core elements of a web page for a selected primary keyword to improve rankings. These elements include headings, subheadings, meta descriptions, and images. Proper optimization significantly improves search visibility and increases organic traffic.
An on-page SEO audit is essential to identify content and structural issues that may weaken user experience or confuse search engine bots. Elements such as page titles, URLs, subheadings, image alt texts, and internal linking should be optimized for both users and search engines.
While on-page optimization is crucial, it should be supported by a strong technical foundation, high-quality content, and effective off-page SEO.
Other factors—such as structured data, identifying indexing errors, and content optimization—also play a significant role in improving visibility and performance.
Off-page SEO includes:
- Local SEOBrand mentions
External backlinks - Social media
- Local SEO
Local SEO focuses on optimizing visibility for physical, location-based businesses. The process begins by ensuring that company information is correct across all directories. A Google Business Profile requires regular maintenance. Photos, up-to-date posts, and quick responses to reviews improve visibility. According to a BrightLocal study, 89% of consumers expect businesses to respond to all reviews. New reviews signal activity and relevance to search engines and potential customers.
Brand Mentions
Brand mentions are valuable even without direct links. Mentions of a brand name or domain increase authority. These can include blog posts, forum discussions, podcast mentions (via transcripts), and live broadcast mentions.
Backlinks
High-quality backlinks from authoritative websites are essential. Quality matters more than quantity.
Social Media
Although social media does not directly affect rankings, it helps users discover and share content, increasing visibility and potentially leading to backlinks and branded searches. Video content is especially important.
Even the best content will not perform well if technical SEO is poorly implemented.
Search engines must be able to:
- Crawl
- Index
- Understand website content
Indexing alone is only “the tip of the iceberg.” Technical SEO also includes:
- Mobile usability
- Avoiding duplicate content
- Fast page loading
An SEO audit evaluates the overall technical health of a website.
Key Technical SEO Elements
- JavaScript
- XML sitemap
- SSL certificate
- Site architecture
- URL structure
- Microdata
- Thin content
- Duplicate content
- Hreflang
- Canonical tags
- 404 error pages
- 301 redirects
Fact-Focused Introductions
The first 100 words are critical. Answer the main question immediately with clear, factual information.
Question-Based Headings
Structure content using question-style subheadings, similar to FAQs, making it easier for both readers and AI to scan.
Schema Markup
Use simple schemas such as FAQ, Author, and Article to help AI understand page structure.
Naturally Rich Language
Use related terms and synonyms. Comprehensive, natural language helps AI understand context.
Credible Sources
Link statistics and research data to original sources. AI favors well-referenced content.
Internal Linking
Guide readers to related content on your site to increase engagement and show topical depth.
Relevant Visual Elements
Use images and diagrams to explain complex topics. Include captions and alt text, as AI reads descriptions even if it cannot “see” images.
SEO Services
SEO Audit
An SEO audit assesses the current condition of a website and provides a prioritized action plan, including:
- Ensuring Google indexes only one site version
- Crawling the site with audit tools
- Checking indexing issues in Google Search Console
- Identifying zombie pages
- Measuring and improving load times
- Mobile usability checks
- Organic traffic analysis
- On-page SEO improvements
- Competitor analysis
- Reviewing site architecture
Ongoing SEO
Why Continuous SEO Is Necessary
- Competitors update content actively
- Google frequently changes algorithms
- Trends and search behavior evolve
- Content becomes outdated
- Technical issues may harm rankings unnoticed
- Benefits of Ongoing SEO
- Maintains organic traffic
- Identifies new growth opportunities
- Keeps the site competitive
- Responds to changes before visibility drops
Ongoing SEO Includes
- Regular audits and data analysis
- Content strategy development
- Technical SEO
- Keyword research
- Local SEO, such as Google Business Profile management
Contact Us
Frequently Asked SEO Questions
SEO is the process of improving keyword rankings in Google, other search engines, and AI tools like ChatGPT. Unlike paid advertising (e.g., Google Ads), SEO generates organic traffic without paying search engines.
Typically at least 2–6 months, depending on competition, site condition, and content volume. SEO is a long-term strategy, not a quick fix.
- Search engine bots crawl URLs and content
- Pages are indexed and organized
- Relevance is evaluated against user queries
- Pages that best match search intent rank highest
Google updates its algorithm thousands of times per year. Most changes are minor, but at least one major update annually significantly impacts rankings and SERPs.
Use a search like site:example.com.
If pages appear, the site is indexed but may lack authority or relevant content.
If not indexed, possible causes include robots.txt restrictions, noindex tags, recent launch, missing Search Console setup, or a manual penalty.
| Recommended Word Counts by Page Type | Word count |
| Standard page or blog post | > 300 |
| E-commerce product page | > 200 |
| Taxonomy page | > 250 |
| Cornerstone / key page | > 900 |
Possible reasons include:
- On-site issues
- Outdated content
- Website redesign
- Removal of high-traffic content
- robots.txt indexing problems
- Off-Site Causes
- Lost backlinks
- Linking site shutdown
- Penalized linking site
- Errors
- 4xx user errors
- 5xx server errors
A manual penalty occurs when Google reviewers find guideline violations, such as:
- User-generated spam
- Hidden text
- Pure spam
- Thin or low-value content
- Unnatural inbound or outbound links
No Separate GEO “Tricks”
AI relies on the same sources as search engines, reputable publications, and recognized experts.
Visibility Is Reputation-Based
Brands visible in AI answers are already credible and well-mentioned in trusted sources.
Cannot Be Automated
Visibility data alone does not define actions or improve results.
Rapidly Changing Environment
AI models update frequently, search behavior changes, and visibility rules are not public.
GEO Works Only as Part of a Broader Strategy
GEO requires content strategy, PR, off-page SEO, and expert brand building.
Negative search engine optimization is an attempt to lower a competitor’s website rankings in Google search results. The sole purpose of such a direct attack is to cause harm, and detecting it early is only possible through continuous website monitoring. Fortunately, negative SEO is rare in Finland.
How to identify negative SEO?
- a sudden drop in organic search traffic
- a manual penalty from Google
- declining rankings for individual keywords
