Norway's first book on search engine optimization

Why did you write "100 tips"?

Because traffic from search engines is becoming more and more critical for Norwegian websites, we see at Aftenposten that we already get more than 10% of our traffic from searches. That search traffic can be increased with simple aids. Therefore, the starting point for the book was to be able to explain to many in Aftenposten and efficiently what needs to be done to get more traffic from searches.

How did you do research for the book?

A lot is based on experience during the 12 years I have worked with search and the internet, including as head of the search service Kvasir and as marketing director in Scandinavia Online (SOL), which later became Eniro. Recently, as marketing director of Aftenposten, I have closely followed the search traffic that comes to Aftenposten. When I started working on the book, I also bought the 20-30 most popular English books on the subject. These books were full of American examples, so I consistently looked for Norwegian examples to shed light on the same issues. The beauty of the web is also that a lot is easily accessible from the PC. I closely follow several international and some Norwegian websites about search, such as cultism and SEMBlog.

What perceptions do you have about Norway's SEM / SEO industry today?

Several very talented people and many boast SEM skills they do not have. In the media agencies, many lack the SEM competence they need to do an excellent job as media consultants; in the pure SEM / SEO companies, the competence is often higher in search, but where there may be a lack of competence in the media industry and the customer's business. It is essential for the industry that it develops as a natural partner for the companies' marketing departments and can speak the language of the marketing departments; some are probably still perceived as too "nerdy."

You have promoted the book with advertising in search engines, banners on, and ads in Aftenposten. What experiences have you had with the different formats?

Search engine optimization is a very narrow field; in a short time, you do not reach many via a few PPC ads here. PPC is an excellent example of hitting the most interested very precisely, but it does not get more than a click or two a day out of it. I have received attention about the course and the book first and foremost via the ads in Aftenposten, but it is connected with the fact that 732,000 read Aftenposten daily. The small campaign is an excellent example of how newspaper advertising and search should work in coordinated marketing campaigns. The newspaper ad attracts attention; many people go online to search for more; here, my book is easily accessible as one of the top hits if one searches for, for example, "search engine optimization book" or "search engine optimization course."

The book is mainly about organic search engine optimization. Why have you chosen to emphasize this field about paid search?

Because the area is so large that it deserves two books! A book on search engines and directory advertising will follow. I started with SEO because the need for training is far more significant in a large company like Aftenposten, where several hundred journalists and developers influence our product. These need knowledge of SEO to vary degrees to write, edit, or desk stuff correctly, build SEO-friendly pages, use the correct meta tags, etc.

Paid search is also essential, but it is usually only one or two people who need deep knowledge about it. Organic search engine optimization in most companies today receives too little attention paid to advertising in search engines and directories; on the other hand, many people spend too much money on it. Many small businesses, in particular, spend a relatively large amount of cash on listings in directory services that have almost no traffic. The planned 100 tips on search engine and directory advertising should help these to show where they should save money! As the old chairman of, I am concerned with making this market as easily accessible to customers as possible and preventing companies from wasting money on ads that do not work.

What tips do you have for us who work in the industry?

Train your customers! Let them understand what SEO / SEM is and how to get results. Work with a lot of measurement and analysis together with the customers, do not let SEO be a "wood thing" you do in the back room. Set specific goals together with the customers. It makes it easy for the customer to resell internally in their organization, resulting in the SEO / SEM work. Create meeting places for customers; SEO / SEM are tools that customers should learn to use; two competitors can do it together. Set up SEO / SEM work against other activities; how much does it cost, for example, to get 100 test drives of a new car via search compared to via DM? Be very proven on how search should work with other marketing activities. We at Aftenposten see, for example, that newspaper ads trigger lots of inquiries,

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