Learn more about SEO
All too often, people still think that SEO is just a matter of using a few simple tricks to influence search engine algorithms. Mentioning the search term a few times or exchanging a few backlinks—these are just two simple examples of how many marketers and agencies approach SEO.
These are outdated strategies that used to work. Are you getting started with SEO? Then it’s crucial that you optimize for your target audience— not to influence search engine algorithms. Think carefully about what your target audience is searching for and how you can add value for these visitors. This goes beyond just content; it also involves providing a good user experience and aligning with the user’s intent.
People usually talk about the three pillars of SEO: technical, content, and authority. At SmartRanking, we work with four pillars: technical, on-page, search quality, and authority. The difference lies in the third pillar. Search quality isn’t about writing content for search engines, but about whether your content truly offers the best solution for the user. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is part of that, and this is also where many agencies get stuck on superficial optimizations. In our view, you need to ensure that:
We’re workaholics. That might sound strange, but we mean it as a compliment. Our colleagues are social SEO specialists who are fully immersed in their field. We’re not generalist marketers, but specialists who stay on top of the latest trends every day, experiment with new techniques, and figure out what works—and what doesn’t—faster than anyone else.
At SmartRanking, we’re a little bit stubborn. We don’t just look at what works now, but also at what will work in the future. After all, what worked in the past is no guarantee for the future. Search engines are getting smarter all the time and want to show users the most relevant search results.
SEO isn’t a marketing channel, but a way to improve your entire website for your users. This rewards you with higher rankings in organic search results. But even better: it also has an impact on other marketing channels. For example, improving your credibility leads to a higher conversion rate, and more relevant content results in a better quality score in Google Ads. This means SEO isn’t an isolated channel, but a fantastic way to take your website to the next level.
The way people search is changing at a rapid pace. AI models such as ChatGPT, Gemini, and Google’s AI Overviews are increasingly answering questions directly, without the user having to click through to a website. This is fundamentally changing online search.
At SmartRanking, we don’t see this as a threat, but as confirmation of our vision. If you truly improve your website for your users (with relevant, reliable, and authoritative content), you’ll be found, regardless of the channel or interface. That principle applies to Google, but also to AI-driven search results.
We call this Generative Engine Optimization (GEO). SmartRanking was the first agency in the Benelux to introduce GEO as a service in January 2025. To that end, we developed our own methodology, which Jarik Oosting described in his book *GEO: Being Visible in AI Answers*.
To ensure these developments can be scaled for our clients, we are continuously building SmartAI, our proprietary toolset that gives us faster and deeper insights into opportunities that other agencies miss.
The same approach that applies to GEO also applies to channels such as Pinterest SEO and Organic Shopping. Users don’t just search on Google. They look for inspiration on Pinterest and for products on Google Shopping. Those who truly optimize their website for the user will reap the benefits across all organic channels. We help our clients take full advantage of this.
We can’t say it often enough: SEO isn’t about manipulating search engines, but about improving your website for your users. For many marketers, this is a difficult—but necessary—shift in mindset. If you’re already approaching SEO this way, the future looks bright!
Our vision is also reflected in how we work together. SEO is an ongoing process of hard work, improvement, testing, and refinement. There is no set list of tasks or clear end to a project. Moreover, you continue to work with us because we deliver results and the collaboration is enjoyable—not because you’re locked into a long-term contract. That’s why we work on the basis of monthly sprints with a short notice period, without any long-term commitments. It’s no coincidence that our clients work with us for an average of over 5 years.
Would you like a future-proof SEO strategy for your website? Are you curious about the latest SEO trends? Or would you like to learn more about our approach to SEO? Feel free to contact us for a no-obligation online consultation.