Optimizely (Episerver) SEO

Optimizely SEO is search engine optimization built around Optimizely, the CMS many people still know as Episerver. The platform powers a huge number of Swedish company websites and online shops, often inside organisations where SEO work has to fit around development teams, release schedules and maintenance agreements. As a Swedish SEO agency working with Optimizely and Episerver sites every day, that’s exactly the environment our processes are built for.

What is Optimizely SEO?

Optimizely SEO means directing your SEO improvements at Optimizely’s own features and architecture: content structure, templates, rendering and, for online shops, the product catalogue in Optimizely Commerce. Like all search engine optimization, the work covers technology, content, links and user experience.

What sets Optimizely apart from other platforms is the organisation built around it. Optimizely sites are almost always managed by an in-house development team or a partner agency, and how well the SEO work pays off comes down to how clearly the requirements are specified. That’s exactly where a dedicated Optimizely SEO consultant adds the most value.

What we typically fix on Optimizely sites

• Templates that leave editors without SEO control. Titles, metadata and heading structures are often hard-coded or simply missing from the editor interface. We specify what’s needed so SEO stays workable on an ongoing basis, not just at launch.
• Structural and URL problems built up over years of upkeep. Older Episerver sites often carry layers of URL changes, half-finished redirects and orphaned pages.
• Rendering and performance issues. This is especially common in headless setups, where content never reaches Google as raw HTML.
• Upgrades from older Episerver versions. Version upgrades and moves to Optimizely’s cloud platform are classic moments to lose traffic if SEO isn’t part of the project from the outset.
• E-commerce catalogues in Optimizely Commerce. Category structures, facets and duplicate products. The same challenges you’d find on any dedicated e-commerce platform, just playing out inside a CMS.

SEO services for Optimizely

• Technical SEO
• SEO analysis
• Keyword analysis and Keyword strategy 
• SEO strategies 
• Link strategy
• Site migration
• SEO for e-commerce
• Local SEO
• International SEO
• Content marketing strategy
• Content analysis

From Episerver to Optimizely

Episerver was founded in Stockholm in 1994 and went on to become one of the most widely used CMS platforms in the Nordics. After acquiring Optimizely in 2020, the whole company took on the Optimizely name, and that’s what the platform is called today. Among Swedish buyers, both names are still in everyday use – whether you searched for episerver seo or SEO for Episerver, you’re in the right place. The expertise hasn’t changed; only the name has.

Who is Optimizely SEO for?

Optimizely SEO suits organisations running their website or online shop on Optimizely – any version, including older Episerver installations – that want to get more organic traffic out of it. Our clients include Ramudden, whose website runs on Optimizely.

How is Optimizely SEO done?

Our process runs in two phases, shaped around how Optimizely organisations actually work.

Phase 1. Planning Optimizely SEO

We put together a shared project plan – what, how, who and when – and specify the actions clearly enough to drop straight into your development team’s backlog or your partner agency’s. Feedback from both the technical side and management is built in from the start.

Phase 2. Implementing Optimizely SEO

The actions are carried out inside your existing agile processes, with careful checks at every delivery. Optimizely environments often run on long release cycles, which makes it all the more important that each release lands right the first time.

Optimizely optimization is about more than SEO

Plenty of people land here after searching for ‘optimizely optimering’. SEO is the foundation, but we also connect search data with UX and conversion – read more about UX SEO. If you’re not visible in Google, your A/B tests matter a lot less.