SEO Strategy with Topdog

A successful SEO strategy works like a map: it shows where your business stands today, where you want to get to, and exactly how to get there. SEO (search engine optimization) is a broad discipline covering several key factors: high-quality content, technical performance, user experience and relevant links. Improving these elements is essential for ranking at the top of the search results and selling more. Every SEO strategy also needs to be tailored to your company’s specific needs, with a clear action plan and defined responsibilities to make sure it actually gets implemented — and succeeds.

Topdog’s search optimization strategies are:

• Data-driven and grounded in your online business.
• Clear and reassuring — we guarantee you’ll fully understand them and what they mean for you.
• Efficient, using technology to streamline delivery.
• Scalable, using technology to make sure problems actually get solved.
• Ensure decision-makers fully understand the strategy so they can make the right calls.

Who needs an SEO strategy, and why?

SEO for Google is one of the most important parts of digital marketing in Sweden today. Around 50–70 million searches are made on Google in Sweden every day, and in roughly 10% of them, the user already has the money in hand and is ready to spend it. Given that, virtually every Swedish business and organisation needs an active strategy for Google. That said, some types of companies need an SEO strategy more urgently than others.

If any of the descriptions below sound familiar, you’re exactly the kind of business that should get in touch with Topdog to discuss how an SEO strategy could work for you:

• You’re spending more than SEK 20,000 a month on Google Ads.
• Your SEO gets dabbled with here and there, with nowhere near enough happening, nowhere near fast enough.
• You have an SEO strategy, but it doesn’t actually work in practice.
• You’re not really sure where to start with your SEO.
• You feel you don’t have a good handle on the commercial value of SEO, or on what an SEO strategy could achieve.
• As a CEO, you don’t think your SEO performance is up to scratch, and there’s a lack of clarity and relevant KPIs.

How does Topdog build a modern, effective SEO strategy?

The foundation of Topdog’s SEO philosophy is that SEO is an ongoing improvement project. It’s a substantial undertaking, and there’s no succeeding with a one-off fix or a scattergun approach. We focus on four key improvement areas above all: technology, content, links and user experience. Our strategy development starts with a current-state analysis of these four factors. To build a strategy that leads to real improvement, we answer the following questions for each one:

1. What needs to be done?
   We identify what needs to happen across technology, content, links and user experience.
2. How should it be done?
   We adapt the project to your circumstances and resources.
3. Who’s going to do it?
   We clarify who’s responsible for each part of the delivery.
4. When should it happen?
   We plan the timeline together with you.

Beyond that, you’ll also need:

• Clear goals — identifying the relevant keywords and ranking targets.
• A financial analysis — weighing up costs against expected returns.
• An overview of risks and responsibilities — identifying potential obstacles and how to handle them.

The strategy has to fit your particular circumstances, and whoever’s responsible for each part of it needs the right information to make well-founded decisions. Google itself says it looks at up to 500 factors when ranking a site. That’s exactly why a systematic, holistic approach is essential if you want to reach the top of the search results.

Why does Topdog’s approach work?

Ranking highly on Google is a specialist skill — one that demands structured improvement work across all four key areas. That’s why Topdog’s strategy development starts by answering those four fundamental questions, and focuses on turning the strategy into concrete action rather than leaving it as a theoretical plan on paper.

By tailoring the strategy to your needs and circumstances, Topdog turns SEO into a practical, achievable process. That means your business can improve its visibility, attract more traffic and climb higher in the search results, working alongside Topdog’s SEO consultants.

Topdog’s strategy within the SEO process

The real difficulty in SEO isn’t knowing what needs to be done. The hard part is execution. That’s why it’s so important that the documentation describing the strategy doesn’t end up as a paper exercise. It needs to focus on making SEO execution a bit easier. Topdog’s SEO strategies rarely take the form of a PowerPoint deck — instead, we build them as tickets directly in the client’s project management system. Those tickets take shape in meetings, where we work together to build a shared understanding of what needs to happen. We also make sure the people responsible for delivering the work can make well-informed decisions at every stage of the process.

Topdogs SEO-process beskrivs nedan. Den består av en SEO-strategi, eller SEO-planering, som vi föredrar att kalla den. Planeringen skall leda fram till ett genomförande där Topdog oftast ansvarar för att genomföra strategin i samarbete med er organisation. Därefter skall målen nås. Topdog som  SEO byrå är fokuserad på genomförande.

Topdog’s SEO process is outlined below. It centres on an SEO strategy — or SEO planning, as we prefer to call it. That planning leads to implementation, where Topdog usually takes responsibility for delivering the strategy in partnership with your organisation. From there, it’s about reaching the goals. As an SEO agency, Topdog is focused on execution.

What goes into an SEO strategy

Topdog tailors every strategy to your company’s specific circumstances, but the outline below gives a good sense of what a strategy typically looks like.

• The business case for SEO
• The direction of your SEO work
• A list of concrete problems and activities needed to reach the goals
• A shared process for implementation
• The fit between your SEO strategy and the rest of your marketing
• The fit between the strategy and the bigger picture for your company
• The risks in the chosen strategy, and how we’ll manage them

For the business case, that means the impact you can expect, how it will affect traffic, and how many extra conversions you could see once it’s implemented. For the direction, it means setting clear boundaries so the strategy holds up in practice, shaped by your actual circumstances — the business, the resources available, the expertise within your organisation, and so on.

AI SEO strategy — how does it relate to classic SEO?

AI SEO and classic SEO are, at their core, built on the same foundations: technology, content, structure and clarity.

If your classic SEO is already working well, AI SEO in practice comes down mostly to content. Everything else — technical structure, information architecture, clarity — is already in place. The reverse is rarely true, though: content optimised purely for AI often lacks the foundation it needs to perform in traditional search results.

In other words, a modern SEO strategy isn’t about choosing between classic SEO and AI SEO. It’s about building a strong foundation and adding the right content on top.

At Topdog, we make sure that:

• The foundation of technical SEO, content and structure is solid.
• The content is clear, original and easy to interpret — for Google and AI alike.
• The website is built to work across different types of search interfaces.

A problem we see time and again in practice is duplicate or thin content, particularly on larger sites such as e-commerce platforms. It tends to perform poorly in AI search, where systems try to understand and summarise content — and any lack of clarity quickly becomes a barrier.

Example of duplicate product content on a Swedish online retailer’s site.

The duplication shown here, on a Swedish retailer’s product pages, makes succeeding with AI SEO very difficult. The result is an SEO strategy that works in both traditional search results and AI-driven environments

SEO strategy by business type

An SEO strategy always needs to be shaped around your business model, your target audience and the way your buyer journey works. What works for an online retailer is rarely right for a B2B company — and vice versa.

Here’s how we adapt our approach depending on the type of business:

SEO strategy for e-commerce

For online retailers, SEO is often about scaling visibility and sales across a large number of landing pages.

The focus is on:

• Site structure and internal linking between categories and products
• Managing duplicate content — a common problem in e-commerce
• Scalable content production for categories and brands
• Technical SEO that supports large, complex sites

SEO strategy for B2B and service businesses

For B2B companies and service providers, the buyer journey is longer and more complex. That calls for a different kind of SEO strategy.

The focus is on:

• Capturing demand at every stage of the buyer journey
• Clear landing pages tied to specific services and offers, with UX and conversion in mind
• Content that builds trust and explains complex services — usually content aimed at the later stages of the customer journey, since that tends to work best in an AI-driven world
• Supporting the sales process with qualified traffic

SEO strategy for companies with complex organisations

In larger organisations, the challenge is rarely knowing what needs to be done — it’s pushing that change through the organisation.

The focus is on:

• Clear direction and priorities
• Buy-in from decision-makers
• Fitting around internal processes and resources
• Treating SEO as a change-management effort

What does an SEO strategy cost, and what affects the price?

The cost of an SEO strategy depends on its scope, complexity and your goals. For most companies, the price typically falls between SEK 50,000 and SEK 300,000.

The price difference is rarely about “how much SEO” you get — it comes down to how well the strategy fits your business, your organisation and your circumstances.

Factors that affect the price include:

• The size and complexity of the website
• The number of markets or business areas involved
• The current technical standard and content quality
• Internal resources and the approach to implementation
• The amount of analysis, prioritisation and change management required

A good SEO strategy isn’t an off-the-shelf product — it needs to be tailored to actually work in practice. That’s also why there’s often such a big gap between a cheap strategy and an effective one.

At Topdog, we build SEO strategies designed to be implemented and to deliver results over time. In some cases, we also take on smaller strategy projects for smaller companies, but always with a clearly defined scope to make sure the work still delivers value.

What’s included in an SEO strategy from Topdog

We offer:

Clear, reassuring processes that deliver
Data-driven strategies
Clear implementation processes
A strategy tailored to your circumstances
Clearly defined objectives

👉 Want to know what an SEO strategy would mean for your business? Get in touch and we’ll go through your situation together and give you a concrete recommendation.