When creating and implementing a digital marketing campaign, you first need to design your keyword strategy. This strategy is more than just finding keywords that will bring you the highest number of visitors. It’s a top-to-bottom concept that will influence how you design your site, select keywords, optimize your pages and measure the success of your campaign.


AdWords may suggest keywords based on your website content. Feel free to use them for inspiration, but also consider the many different ways you and your customers talk about your business and be sure those turns of phrase are reflected in your keywords. Start by creating a list of about 10 “head terms”—the concepts from which everything else you do follows.

Bei einem Radrennen liefern sich Sportler einen Wettkampf schlechthin. Schulter an Schulter starten sie auf Kommando, kämpfen sich Pässe hinauf, rasen Berge hinunter. Je länger ein Rennen geht, desto eher lichtet sich das Feld. Die stärksten Radfahrer kämpfen sich nach vorn, die schwachen bleiben zurück, die schwächsten geben auf. Ganz ähnlich funktioniert wirtschaftlicher Wettbewerb.

The results that we’ve seen among early adopters of geo-targeted campaigns are encouraging, and as more people join the smartphone society, opportunities will increase for brands and retailers to target mobile-savvy consumers on the move with real-time, contextually relevant offers and promotions that can be instantly redeemed close by. We can only see the trend heading one way.
Ein wichtiger Schritt bei deiner Wettbewerbsbeobachtung ist die Entscheidung darüber, wer überhaupt zu deinen Wettbewerbern zählt. Hier ist es angebracht, nicht nur die üblichen Verdächtigen ins Auge zu fassen, also die Anbieter mit einem ähnlichen Geschäftsmodell, sondern auch jene, die dasselbe Problem mit anderen Mitteln lösen. Ein Beispiel: Als Kinobetreiber stehst du mit anderen Kinos in deiner Stadt im Wettbewerb, aber dein größter Konkurrent ist das Fernsehen.
Angesichts dieser vielfältigen Ansätze und Werkzeuge entsteht schnell der Eindruck, die Wettbewerbs- und Konkurrenzanalyse sei vor allem eine Fleißarbeit. Dieser Eindruck täuscht nicht – der dafür erforderliche Aufwand ist allerdings gerechtfertigt. Im Rahmen der Marktanalyse im Businessplan geben deine Untersuchungen sehr detailliert darüber Auskunft, wie hoch deine Chancen für eine erfolgreiche Positionierung am Markt stehen. Diese Informationen sind vor allem für potenzielle Geldgeber und Entscheider bei Zuschüssen sowie für mögliche Geschäftspartner relevant.
Andrew Osis, President and CEO of Poynt Corporation explains: "There is a universe of mobile consumers who are searching for local retailers, theatres and restaurants. Poynt's application seeks to bridge the gap between the consumer and the retailer by using location, time of day and keyword queries to deliver offers where and when that consumer is looking to transact. As an example, a person performing a restaurant search at 8:30 am is likely looking for somewhere to eat breakfast. It would make sense then, to deliver them an offer for a breakfast promo or discount. This contextually- and geographically-relevant ad was delivered to them at the exact moment that they were looking to make a purchase."

Successful online advertising requires ongoing work and optimisation to improve performance and results. Maximising output and reducing input is critical. You must clearly outline the business objectives, goals, and audiences for each campaign. This chapter outlines our PPC model which considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.

If not, you’ll need to determine how close to being profitable you are. If it would only take one or two more sales or leads to turn a profit, it’s time to start optimizing your PPC campaign so you can cross that threshold sooner rather than later. Start adjusting your landing page (perhaps with the help of A/B testing), your ad text, and your keyword strategy until you find a winning combination.
The basic content strategy you’ve put together—what you want to create, and how—should give you a good place to start. Now it’s time to break that strategy into potential topics and keywords to cover on your channel. Once you have a topic, like “dog training” or “styling a scarf” you can start to test the relevant words and phrases you think customers will search to find answers.
Sometimes even the most savvy among us can feel like a confused great-granny on a MacBook Pro running Linux when it comes to the newest, latest tech, and how it actually works. Location-based marketing is already happening. All of the available tools provide opportunities to serve highly localized, highly relevant communications to your customers, based on where they are right now. But what exactly are those options, and how do they work?
Eine vollständige Konkurrenzanalyse beziffert die gesamte Anzahl der direkten Mitbewerber und enthält Angaben zu den Marktanteilen der Konkurrenten. Ziel ist es dabei, die besonders einflussreichen Mitbewerber zu bestimmen. Wenn Sie keine Angaben zu den Marktanteilen finden, dann versuchen Sie doch in Ihrer Konkurrenzanalyse die Marktanteile der 3-5 größten Wettbewerber zu schätzen.
Die drei in der Überschrift genannten Elemente sind Kernpunkte, die Ihre Analyse in jedem Fall und unabhängig vom definierten Ziel enthalten sollte. Zunächst starten Sie also mit reiner Fleißarbeit. Ziel dieser Phase ist es, möglichst aufschlussreiche Fakten über die Mitbewerber zu sammeln und auszuwerten (wissenschaftlich betrachtet, steigen Sie also mit der Konkurrenzanalyse ein).
12. 12 @peakaceag pa.ag „Oscars 2017“ vor der Gala (Mobile, US) #2  80 % Google Properties: Mehr als 4/5 der mobilen SERPs sind Inhalte, die Traffic für Google bedeuten  8 One-Box Integrationen Für mich ein absolutes Novum, noch nie so viele One-Boxes auf einmal …  AMP doppelt vorhanden: Sowohl das News Carousel als auch Organic AMP’ed  Nur noch 3x pure Organic … irgendwo ganz am Ende.
Wenn du hierüber genügend Informationen besitzt, kannst du dich mit der Entwicklung von eigenen Strategien für den Wettbewerb beschäftigen – indem du neben dem Status quo auf deinem Markt, der sich mit objektiven Daten beschreiben lässt, die Strategien deiner Wettbewerber untersuchst. Auf diese Strategien musst du reagieren. Das kannst du aber nur, wenn du über die Strategien deiner Mitbewerber informiert bist.

xAd’s first step was to expand its use of location data. “We wanted to move beyond just the where, and use location data to define the who and the what of audience targeting,” Monica Ho, xAd’s CMO, told GeoMarketing in 2015. After all, while a consumer’s proximity to a Denny’s can be significant, targeting someone who has been to and enjoys their local Denny’s will often prove more successful — whether or not they happen to be near the restaurant at the time they see the ad.
Mithilfe digitaler Marktforschung können innerhalb kürzester Zeit tausende Ideen, Meinungen und Bewertungen von Verbrauchern sämtlicherZielgruppen eingeholt werden. All diese Informationsmengen, die letztendlich die Wettbewerbsanalyse ausmachen, werden zusammengetragen und bilden eine wichtige Grundlage für die zukünftige Gestaltung von Unternehmensstrategien und Marketing.
One of the best tools you can use to do your keyword research directly on YouTube is Keywords Everywhere, a free Chrome extension and Firefox plugin. It works directly in the search bar, so all you have to do is type in a word or phrase you’re thinking of targeting, and Keywords Everywhere will display the monthly search volume, competition, and cost per click to advertise against the keyword.
AdWords may suggest keywords based on your website content. Feel free to use them for inspiration, but also consider the many different ways you and your customers talk about your business and be sure those turns of phrase are reflected in your keywords. Start by creating a list of about 10 “head terms”—the concepts from which everything else you do follows.
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In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated.[3] A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.[4]

Test putting the location in the ad copy. If you’re a local business, there’s a chance that people want to find you locally. Who cares about a tire repair shop in Massachusetts if you’re in Denver? Because of this, putting the location in your ad copy can give you an edge. If necessary, run multiple campaigns with each specifying the individual location.<

Die drei in der Überschrift genannten Elemente sind Kernpunkte, die Ihre Analyse in jedem Fall und unabhängig vom definierten Ziel enthalten sollte. Zunächst starten Sie also mit reiner Fleißarbeit. Ziel dieser Phase ist es, möglichst aufschlussreiche Fakten über die Mitbewerber zu sammeln und auszuwerten (wissenschaftlich betrachtet, steigen Sie also mit der Konkurrenzanalyse ein).
You will want to filter by Spend just to make sure that you know all of the keywords that you are investing in. Make sure that these are converting keywords for you, and that it is a profitable investment for your ad to appear for the given search query. Remember, an optimized paid search campaign is all about ensuring that you bring qualified traffic to your listing at an efficient and profitable cost.

Nur wer die Strategien der Wettbewerber kennt, hat auch die Möglichkeit, den eigenen Handlungsspielraum sicher und zuverlässig abschätzen zu können. Schließlich beeinflussen die Produkte und Serviceleistungen unserer schärfsten Konkurrenten auch die Anspruchshaltung unserer Kunden ganz erheblich. Darüber hinaus sollten wir das Aggressionspotenzial unserer Wettbewerber in Erfahrung bringen.


Megan Malone is a Founding Partner with Vici, and leads our Operations division. Megan has both a radio and digital marketing background working for the Philadelphia Eagles, Beasley Broadcast Group, and Cox Media Group. In her career she has helped plan and implement thousands of digital media campaigns. She holds a certification from Disney Institute’s People Management, and was awarded the top 10 advertisers in Louisville from the American Advertisers Federation.
Keyword Difficulty (KD). This is a cumulative score that shows you how difficult it will be to rank organically for this keyword. It accounts for the number of competitors within this space as well as the strength of those competitors. If one of your competitors is a government website that gets millions of visits each month, for instance, that will impact your difficulty score. Other factors that impact difficulty include the quality of content your competitors have and how relevant it is to the searcher.  As a best practice, look for keywords with a difficulty score that's no higher than 80.

The results that we’ve seen among early adopters of geo-targeted campaigns are encouraging, and as more people join the smartphone society, opportunities will increase for brands and retailers to target mobile-savvy consumers on the move with real-time, contextually relevant offers and promotions that can be instantly redeemed close by. We can only see the trend heading one way.
Sometimes taking a step back to think about your audience and goals can give you a new perspective. I once worked on a campaign for a theme park. We initially identified the target audience as moms living in specific states. We determined she worked full-time, so was usually online during the workday or late at night. Life was chaotic for her, so she wanted simplicity and ease.  We wanted mom to request a visitor’s kit for the park, so this was our X number of conversions goal. However, what the client really wanted was for the whole family to actually visit. After some research it became apparent that our immediate audience might be mom because she was online, but who we really needed to get excited were the kids. We designed a landing page that had a few bullets of information that mom could read quickly, but we also mentioned the cool items that would be in the visitor’s kit just for her kids. While mom was the one filling out the form, the kids were major influencers so it was important to get the kids excited too.  What was sent in the visitor’s kit was important but so was the landing page. Mom was looking at the landing page from the perspective of her kids – we needed to consider the photos and colors to make the page feel like a fun place to be. She wanted to know that it would be a place her kids would enjoy and be excited about. We needed to find a balance that would appeal to mom, encouraging her to request a visitor’s kit, while giving her the impression her kids would enjoy the experience.  By taking this new perspective, we were able to develop ad text, landing pages and a visitor’s kit that allowed us to target our entire audience rather than the single audience the analytics data pointed to.
From there, you can bid on all of the important keywords using Amazon PPC. Don’t forget to go for long tail, too, which Keyword Scout can help you with. So instead of spending a bunch of money on just “garlic press” you’d spend less money on terms like “long handle garlic press” and “stainless steel garlic press” or “kitchen gadget for garlic” etc.

If I have quite a lot solid keywords which convert well in my manual campaign, may I set auto campaign and put all of these keywords from manual campaign as negative? The purpose of this action is to avoid pay for them twice (on auto and manual campaign) and just use auto campaign for search maybe some new cheap keywords which also can convert quite good…
Don’t forget, content marketing should be customer-centric. One of the best ways to know what content you should create is to find out from your customers. There are a number of ways to go about asking, whether it’s through customer surveys, social media, or just giving them a phone call. Listen to what they have to say, and jot down some unique ideas or suggestions that you might have missed yourself. Sometimes their responses can really surprise you!
Wenn Sie nicht wissen, warum Ihre Website oder Ihr Shop in Suchmaschinen schlecht gefunden wird, ist eine Indexlift SEO Analyse eine wirkungsvolle Maßnahme: Mittels einer Analyse-Software, die Ihre Domain ähnlich wie Googlebots verarbeiten, werden wichtige SEO-Erfolgsfaktoren untersucht und Fehlkonfigurationen sowie offene Potenziale enttarnt. Die Ergebnisse bewertet und dokumentiert Indexlift In Form eines verständlichen SEO Gutachtens, welches durch hilfreiche Handlungsempfehlungen ergänzt wird. Erfahren Sie, welche SEO-Stellschrauben Sie drehen müssen, um den Optimierungsgrad Ihres Online Business spürbar zu verbessern. Elementare Bestandteile der SEO Analyse sind Branchen-Benchmarks. Viele wichtige SEO-Kennzahlen werden für Ihre Domain erhoben und mit starken Wettbewerbern Ihrer Branche verglichen. Sie erfahren konkret, wie Ihre Domain im Branchenvergleich abschneidet.
It’s important to keep in mind that each video’s watch time contributes to only that video’s placement in search rankings, so optimizing your content to keep people engaged and watching is by far your biggest priority. That said, if you can keep viewers sticking around to watch more of your content, you’re one step closer to converting them to a YouTube subscriber and eventually, a buyer.
Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
I just want to ask if is it necessary that the keywords we used on the PPC campaigns are present on our listing ( title, back end keywords, description). And also can we use other brand or competitor names on our PPC. I apologize, I am new to this PPC campaigns and as of now I am reading, searching and watching about it but still have lots of question in mind. Thank you so much.
For many of you reading this post, you may wonder why these other strategies exist at all. Shouldn’t people only be paying for clicks that directly impact their ability to generate revenue and ultimately profit? I struggled with this concept early in my career, but ultimately came to the conclusion that not every single marketing activity can be direct response.
Vorstellungen des Konkurrenten über die Branche: Die "Industrie-Rezepte"[3], Meinungen, Glauben und Vorstellungen, die der Konkurrent über die Industrie hat, bestimmen seine Gedankenwelt. Da Entscheidungen aber durch die begrenzte Rationalität des Entscheiders getroffen werden, ist die Kenntnis dieser Gedankenwelt äußerst wichtig für die Vorhersage seines Verhaltens. Hinzu kommen frühere Erfolge und Misserfolge, die Tendenzen für bestimmte Aktionen verstärken oder abschwächen.
Alexa – Gegründet vor 20 Jahren und im Besitz von Amazon, ranked Alexa Seiten basierend auf deren Traffic-Volumen. Alexa stellt außerdem Metriken zur Verfügung, wie tägliche Seitenaufrufe pro Besucher, Bounce Rate, die verbrachte Zeit auf einer Seite und demographische Merkmale. Der Basis-Account startet bei 9,99 Dollar im Monat und beinhaltet nicht alle Metriken und Tools der teureren Preispakete.
Use the search intent of a keyword to help determine what sort of page it should be used on. Informational keywords should be used on pages optimized for a branding campaign with content such as how to guides or product comparison articles. Avoid using these pages to target more specific in-market keywords. Those searchers have no use for a how-to guide or product comparisons. Use those to target your product pages that include specs, reviews, options and, most importantly, price and the "buy now" button. Of course, the “buy now” button could also be the email sign-up page or contact information form, depending on the type of goals you’re targeting.
Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.

Nachdem Sie Ihre Konkurrenten besser kennengelernt haben und realistischer einschätzen können, kommt es auf die Ableitung der eigenen Strategien und Maßnahmen an. Gründer erkennen auf der Grundlage der Wettbewerbsanalyse, worauf sie beim Markteintritt achten müssen und welche Chancen ihr Angebot hat. Etablierte Unternehmen nehmen eventuell Kurskorrekturen vor, setzen neue Schwerpunkte oder ziehen sich aus bestimmten Bereichen zurück.
Um mögliche Stärken der Konkurrenz zu identifizieren und herauszufinden, wo das eigene Unternehmen im Vergleich dazu steht, sollte zuerst festgelegt werden, was in der Zielbranche wichtig ist. So könnte Supermarkt A beispielsweise festlegen, dass Freundlichkeit des Personals, Wartezeiten an der Kasse, Qualität der Produkte und Verfügbarkeit von Bio-Lebensmitteln besonders wichtig sind. Nacheinander können diese Themen dann abgefragt werden.
Conversion: This strategy is what most of us are after. We want our keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.
This is the paid search strategy that is deployed most often by search marketers and for good reason: it focuses purely on maximizing the profitability of campaigns. For most of us, that is the reason why we continue to spend money with search engines, and why the industry keeps on growing year over year. We manage campaigns to maximize profitability and we don’t have to worry about budgets as long as it’s profitable. Or at least that’s what we hope will happen.
Part of designing your keyword strategy is making sure you target keywords that will bring in enough traffic to be worth the effort. There’s no minimum number of searches for a keyword - that depends on your niche and your ability to convert visitors into sales. If you’ve got a Pro or Premium WooRank account, use SERP Checker’s new search volume feature to track estimated monthly searches for your keywords, as well as historical ranking data. If you’re already using SERP Checker, the search volume will appear for your keywords automatically. If you haven’t used it yet, just enter your keywords in the tool and you’ll see your data within 24 hours.
Um konkurrenzfähig zu bleiben, muss ein Sportler fitter sein als seine Mitstreiter - ein Unternehmen hingegen muss innovativer sein, mehr anbieten, Kundenwünsche besser erfüllen als seine Wettstreiter. In diesem Prozess ist vor allem eines wichtig: Der Blick nach rechts und links. Genau zu erforschen, was konkurrierende Unternehmen machen, passiert im Rahmen einer Wettbewerbsanalyse. Im Folgenden wird erläutert, worum es sich dabei handelt, welche Einblicke eine solche Analyse liefert und warum gerade digitale Marktforschung sich optimal eignet, um Konkurrenten systematisch zu durchleuchten.

Hey Israel, that certainly would make sense…..the most important thing to do is focus on the relevancy of the search term to your product, with the key question being: “is this customer likely to purchase my product?” of course you don’t know for certain, but unlike Google AdWords or Facebook, you are not trying to get impressions to build brand awareness, you only want a sale. you can also use the Keywords section (up to 5000 characters) to target these keywords which are you are not certain about. I’d recommend combing through your Search Term Report to see which searches actually result in a sale. Hope this helps!
After a week or so, you should be able to identify which keywords convert to sales, and at what ACoS. You will want to scan through the keywords and slowly reduce the bids or pause keywords that have an ACoS that is higher than your threshold–for Jungle Stix that threshold is 33% ACoS. By the same token, you will want to identify any keywords that are below your ACoS and you can think about increasing the bid so that your ad will appear more frequently for that converting keyword.

The Keyword Planner is a free tool, but you'll need to set up a Google AdWords account first if you don't have one already.  Once you're set up and logged in, go to the Tools bar at the top of the home page and you'll find the Keyword Planner there. Click Search for new keyword and ad group ideas. You'll be able to see suggestions in both the Ad group ideas tab and the Keyword ideas tab. You can add new keywords to an ad group by clicking the double arrows >> next to the keyword or remove them by clicking on the ad group and then the X next to that keyword.

Basically, when you set a bid, Amazon looks at your product and all other products relevant to the search and see who’s bidding what and how much budget they have. From there, the algorithm selects one of the products and puts it in a spot. If someone clicks on it, the amount bid is charged to your account. To know which keywords are converting, you’ll need to run a PPC report, which you can find on Seller Central > Reports > Advertising Reports. I recommend that you do one at least once per week while running ads.


So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located.  You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.
In teoria, una maggiore offerta garantirà la pubblicazione degli annunci PPC più in alto, ma Google prende anche in considerazione non solo il prezzo dell'offerta, ma anche la pertinenza della parola chiave con la pagina di destinazione dell'annuncio. Secondo i nostri esperti PPC, dal punto di vista strategico è importante che il contenuto della vostra pagina, quello dell'annuncio siano pertinenti con le parole chiave.
PPC-Strategies' expertise and knowledge of the search engine landscape can help you attract more qualified customers to your website...guaranteed.  Whether you are new to online marketing or have already tried pay per click and other forms of promotion, our precision-crafted advertising strategies will improve your online visibility and customer engagement.
Vergessen Sie dabei nicht, auch das eigenen Unternehmen unter die Lupe zu nehmen, denn sonst können sie ja keinen Vergleich anstellen. Grundsätzlich sollte eine Wettbewerbsanalyse regelmäßig mindestens einmal pro Jahr durchgeführt werden, denn nur ein Unternehmen, das mit offenen Augen durch den eigenen Markt läuft, kann auch tragfähige und zukunftsorientierte Entscheidungen treffen.
Estimated Costs: Creating content to adequately target specific keywords will require varying amounts of time, money, and effort. In some situations, you might find that targeting a certain keyword also allows you to SEO your landing page at the same time. So be on the lookout for shortcuts that might make ranking for a keyword more cost-efficient than it would otherwise be. That’s how you can find real money-makers!
On the Internet, geotargeting can help small businesses to compete with national brands and can ensure that large corporations effectively make use of their advertising resources. For example, a manufacturer of gasoline-powered electric generators may run ads in May and June targeted at residents of the Atlantic and Gulf coastal regions of the United States in preparation for the upcoming hurricane season. As another example, suppose you are a literary agent just getting started in the business and you are looking for authors to write books about cowboys and ranchers. Your website might tailor the content to be of special interest to residents of the western United States.
After years of working with relatively inexpensive homes in rural areas, we’re looking to break into the competitive and high-flying Manhattan real estate market. Referrals and word of mouth have been powerful drivers of growth up to this point, but they won’t cut it anymore. We need to get in front of people who are trying to sell their homes in Manhattan, and we decide to run Facebook ads to do it.
For this reason, some companies have taken a more direct measurement approach ‎to IP geolocation vs. trying to infer it through ping triangulation.  It’s far more ‎straightforward, but requires a lot more manual effort.  Basically, these companies ‎send cars out to drive up and down every street in the country and log WiFi IP ‎addresses as well as their physical location to populate the same table that more ‎traditional geolocation companies build through technical means.   Google and ‎Skyhook both use this approach. 
Many marketers experience this issue during PPC campaigns: They’re attracting the attention of their audience and driving traffic with their ads, yes—but those website and landing page visits aren’t resulting in the amount of conversions they would have expected. If you are also experiencing this, your ads may be targeting consumers who aren’t quite in the decision stage of their buyer’s journey through the use of too many top-of-the-funnel (TOFU) keywords in your ad copy.
Geo-Targeting content is simple and beneficial to most websites, advertisers and publishers, as well anyone using PPC campaigns or SEO. Not only does it enable you to match the most relevant content to your visitor, Geo Targeting also serves as an excellent basis for experimenting with traffic to optimize your funnels. Some ideas were presented here that may be tested, but the options are virtually limitless.
En linkanalyse er en komplet analyse af alle websitets indgående backlinks. Den vil typisk fylde 40-50 A4-sider. Med en linkanalyse får du kortlagt alle de problematikker, der måtte være med dit websites backlink-profil, og alle de muligheder for forbedringer der måtte være. Med en linkanalyse i hånden får du og dit firma en klar strategi, der tager udgangspunkt i jeres nuværende linkprofil, og som viser, hvordan der skal arbejdes med linkbuilding fremadrettet.
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