SEO and Pull Marketing are the foundation for all digital marketing

What is SEO and why should companies care?

Change in the buying process

Today consumers drive the information they seek, the noise (amount of information available) is huge and marketers have to adapt. SEO and pull-marketing through Google are the talk of the town and we are convinced that they are the way of working for the future. Customer-centric marketers can no longer turn a blind eye to the important role that search engines play. Below we explain why and what effective SEO is really about.

What is SEO?

SEO is a universal abbreviation of Search Engine Optimization. More specifically, SEO serves as the collective name for a series of activities performed to rank organically high in Google’s search results. In Sweden, Google is the dominant search engine with a market share of over 95%. All in all, about 50,000,000 searches are done in Sweden on a day-to-day basis.

Data shows that purchasing processes have become digital and it is the buyer (whether they are B2B or B2C) who are in the driver’s seat. The time when marketing was about screaming louder has passed. This is a shit for sales and marketing managers that can be compared to the production concept of “push and pull” where pull is about creating something when demand already exists instead of forecasting the future and trying to get it right. 94% of all B2B buying processes start with search engines during the research process and 87% specify that search engines are the most important channel for the same process.


Through keyword optimization, you can engage with customers at whatever stage of the buying process they are in by focusing on the behavior they exhibit when they have a need. Thus, as a company you avoid pushing out your message to create a need and instead provide a solution when a need arises.


Leads and increased brand awareness

Successful SEO optimization will allow your company to start generating leads and establish yourself as thought leaders. Instead of working with cold leads, you can provide your sales department with hot leads who have shown an interest in your offer and are ready to build a relationship. At the same time, strong search engine positioning helps build brand awareness as users perceives your company to have the most authority in your field.


Another advantage of SEO is that its way of working is based on “the inside out” perspective that leads to direct customer benefit. It focuses on helping users and customers by answering their questions and meeting their needs. The whole brand experience, or the buying process, is influenced by pull marketing and thus UX / UI / Design become increasingly important. Only those who use SEO effectively are rewarded with high organic search rankings, this is true now and will become even more true in the future.

The most optimal solutions that companies can use to be the preferred alternative in the digital space are:

  1. SEO, earned clicks and organic traffic
  2. Paid ads in Google Ads, pay per click

SEO unlike Google Advertising (SEA) is a long-term strategy that builds value over time. One click in itself costs nothing but the work to rank is complicated and long-term. Its advantage is that it creates entry barriers for new players who want to access the digital need.

The users’ time is now

SEA (Google Ads), or advertising on Google, has a turnover in Sweden of about 6 billion annually, while SEO (search engine optimization) has a turnover of about 300-400 million. This does not coincide with users’ search behaviors that favors organic search (earned search through SEO). This indicates that the market for SEO will increase exponentially to 2-3 billion within five years. Not a bad place to be, in other words. We recommend that companies understand their customers’ needs, their business environment and work with the right digital solutions!

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How does SEO work?

Google’s algorithm analyzes both historical and real-time data to determine which search results (websites) should rank highest. Its algorithms laid the foundation for Google (now Alphabet Inc.) to become one of the world’s largest companies, with respect to market value. The idea behind the algorithm has a lot to do with research. This exploration is in context to the authority of a research paper or article by measuring the number of times it is was referred to (more references = greater authority within the subject). The algorithm considers 300-500 direct and indirect parameters. The parameters can be divided into the following categories:

  1. On-page (content such as texts, images, meta descriptions)
  2. Technical aspects (code structure and how fast the website loads)
  3. Off-page (which websites link to the page)
  4. User Experience (UX)

No matter how good a website is, the keyword strategy is still the backbone of a successful SEO strategy. An effective keyword strategy should form the basis of a modern communication strategy to truly deliver on the inside out perspective.

Search engine optimization suits all industries
particularly discretionary goods & B2B operations

SEO and pull marketing are the most powerful in industries where the buying processes are more complex. Multiple decision makers, long purchase consideration and high cost associated with product or services are some of the difficulties that can be addressed with the help of SEO.
Digital Strategy

B2B Marketing - Success depends on understanding and connecting with key stakeholder(s)

"We needed to develop our business digitally but we didn't really know how. This is where GO MO Group and Henrik helped us in a fantastic way during the journey both as a partner and as an advisor. Their assistance has led to a constant flow of leads and has opened up new opportunities for us as a company that we will continue to develop."

Ted Jokiniemi, Marketing Manager, Säkra Larm