Search engine optimisation

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Search engine optimisation in 2026
The benefits of search engine optimisation
GEO optimisation
How search engines work
Boost your online visibility with SEO
The importance of SEO
Types of SEO
SEO white paper
Supporting SEO services
Why search engine optimisation?
Frequently asked questions about search engine optimisation

The benefits of search engine optimisation

Higher in the search results
More organic traffic to your website
Improved search visibility
Greater user-friendliness
More visitors, leads and conversions
Greater relevance for your visitors

The importance of SEO

Google uses an algorithm to assign a value to websites. There are more than 200 factors that play a part in this. Based on these factors, Google assigns your website a specific ranking. Traffic Today keeps abreast of developments in the field of SEO on a daily basis, whilst Google is constantly working to optimise its algorithm.

To stay at the forefront of search engine optimisation, it is important to identify new developments in good time in order to stay one step ahead of the competition. Fortunately, at Traffic Today , we know how to keep meeting Google’s changing requirements by constantly implementing changes in the areas of technology, content marketing and link building.

Curious to find out how we can get you higher up in Google?

Want to know where you stand at the moment? Find out with the free audit from Traffic Today . Request it now, with no obligation. We naturally hope that this will lead to a fruitful collaboration. A win-win!

Request a free audit

They’ve gone before you

We are delighted to be running SEO campaigns alongside these inspiring companies. And with great success!

GEO optimisation

GEO is often seen as something completely new, but at its core it is an extension of SEO. As our Head of SEO, Marc, put it in a previous interview: ‘The core remains unchanged; it’s all SEO.’

The same fundamentals remain important: strong, relevant content, a technically sound website, and demonstrable expertise and trustworthiness (EEAT). The main difference lies in where you want to be visible. Whilst SEO focuses on rankings in traditional search engines, GEO also focuses on the answers provided by AI search engines and language models. By ensuring your SEO basics are in order, you’re simultaneously laying a strong foundation for GEO. Additional optimisations can help make your content more understandable and discoverable by AI, but GEO isn’t separate from SEO.

Curious to find out how your organisation can remain visible on both Google and AI search engines? Our SEO specialists would be happy to help you strengthen that foundation and further develop your strategy. Feel free to request an AI consultation.

Request a free AI consultation

SEO White Paper

Getting your website or online shop to rank higher doesn’t happen by itself. You’ll really have to move mountains to achieve that. Traffic Today excels in search engine optimisation and knows exactly which elements are needed to generate better rankings for you. A key part of this is building strong E-E-A-T: experience, expertise, authority and trustworthiness. By strengthening these pillars, you not only increase your visibility but also build trust with both search engines and your target audience.

Why search engine optimisation?

For any online shop or website, traffic coming in via organic search results is by far the most profitable. At Traffic Today , we therefore aim to achieve at least a 50 per cent share of total traffic through search engine optimisation (SEO). We won’t settle for less, but we’re happy to go further. To rank well organically and thus achieve this share, your search engine optimisation (SEO) must first be properly in place.

We consider this minimum share of 50 per cent to be important as it provides scope for investment in further growth. By generating more revenue growth year on year with the same budget, we can achieve sustainable revenue growth whilst keeping average marketing budgets in check relative to turnover.

We have a large SEO team on board that specialises in a wide range of SEO disciplines.

An SEO specialist does not need extensive reports to set the course but can get started straight away. We do not work according to a standard procedure or package, but always assess which SEO service(s) are suitable for your website or online shop. In this way, we ensure that our services align seamlessly with your objectives.

Achieving the best possible results within the set deadlines – that is what we strive for every day. You can therefore count on us to make the most of our expertise in SEO and search engine optimisation to help your business grow.

You’ll be assigned a dedicated project manager, ensuring you always have a single point of contact. You’ll also receive a monthly status update and progress report, allowing you to keep track of the work we’re carrying out for you. Complete transparency, in other words!

Our SEO expertise in 26 seconds

In our online column ‘26 SCNDS’, our marketers are given a limited amount of time to explain a marketing term. See below to find out how our marketers get on with it!

Search engine optimisation in 2026

Nothing is as changeable as the standards that marketers must meet in order to practise effective Search Engine Optimisation. These standards are updated from time to time by Google in what is known as a ‘core update’. Following such a core update, the search engine giant’s crawler applies different ranking factors with the aim of providing users with an even more relevant selection of pages.

By 2026, search engine optimisation will be all about putting your user first. You can achieve this by responding to search intent and by offering authentic, high-quality content. Search engines favour websites that comply with the E-E-A-T guidelines. So make sure you demonstrate that you are an expert in your sector.

By 2026, AI will also play an even more important role in the field of search engine optimisation. Thanks to Google’s Search Generative Experience, search results will increasingly feature AI-generated content in the future. As a user, this often means you’ll get a quick answer to your question. It just goes to show: the users come first.

As a business, it is important to focus on a sustainable growth strategy in 2026. Put yourself in your potential clients’ shoes and ask yourself what they would like to see right now. By optimising your website as much as possible for your visitors, you will reap the benefits in the long term.

How search engines work

For those who haven’t studied the subject in depth, machines are complex mechanisms that aren’t always easy to understand. Search engines are no different. It is simply quite complicated to explain why page X has been rewarded with a top-10 position, whilst another website that appears to be just as good is languishing at the bottom of page 2. What we can explain to you, however, are the different stages through which search engines operate to arrive at the ideal SERP (Search Engine Results Page) for each keyword.

01
Crawling

Have you published a new page on your website? Search engines then add it to their process, known as ‘crawling’. Crawling is the mechanism by which a search engine searches for new pages, collects information and data, and incorporates them into a large database of secure websites. This work is carried out by a crawler, also known as a spider, because, like a ‘spider in a web’, it constantly scours the internet and keeps an eye on everything.

02
Return on investment

Rendering is a technical process in search engines whereby data from JavaScript or CSS is converted into visual elements such as images, buttons and videos that the user sees. Although rendering is often seen as a second step, the indexing of a page can sometimes take place earlier. This ensures that search engines understand the content of a page better and can display it correctly in the search results.

03
Indexing

After crawling and rendering comes indexing, during which pages are categorised and labelled. This helps search engines to match search queries quickly and accurately to relevant pages. During this process, all the information gathered is analysed and stored in a large database. For marketers, a page is only valuable once it has been indexed, as it can then be found by the public and thus becomes SEO-friendly.

04
Ranken

Naturally, you want all your efforts in Search Engine Optimisation to yield results. Once the crawling, rendering and indexing phases have been completed, the ranking of your pages begins. This means you’re aiming to achieve good positions for relevant keywords, because whilst being indexed is all well and good, a spot on page 3, 6 or 9 of the search results isn’t going to do you much good.

Boost your online visibility with SEO

Google is a widely used search engine; 90 per cent of users rely on Google for their searches. It is therefore important to secure a good organic ranking on Google to improve your online visibility. What’s more, the likelihood of an enquiry or a conversion is higher for an online shop or website that ranks highly in the organic search results. What are you waiting for?

Search engine optimisation, also known as SEO, ensures that your website is easier to find in search engines. By optimising your website, it becomes increasingly relevant to Google and will rank higher for relevant search terms. Better rankings in Google increase the likelihood of more visitors, enquiries and conversions. A search engine optimisation specialist would be happy to work with you to determine how your website can best be optimised.

Request a free SEO audit

Types of SEO

SEO (Search Engine Optimisation) has grown so significantly over the past decade that this service can now be broken down into a wide range of specialisms. Naturally, everything is geared towards improving discoverability, but nevertheless, a certain discrepancy can be observed between the individual sub-services. To give you, as an interested party, an idea of the differences, Traffic Today provides an explanation of these sub-services below.

International SEO
Good infrastructure (both online and offline) is making the world we live in seem ever smaller. That is why it pays to invest in international SEO. International SEO is the principle of optimising your website for other countries, so that you can also target markets beyond the Netherlands. This involves more than just offering your website in other languages. Becoming aware of your market position in a specific country, the demand for a particular product and the regulations in the country where you wish to operate are also crucial factors for success with international SEO.
Technical SEO
Google’s spider crawls through your website. It is important that Google’s spider can read and understand your website as effectively as possible. To achieve this, the technical SEO of your website or online shop must be in order. The technology behind the website or online shop therefore forms the foundation for search engine optimisation. We analyse the website or online shop from the ground up and then identify areas for improvement. Where possible, these improvements are implemented by Traffic Today . After all, up-to-date technology is the basis of a strong search engine optimisation campaign.

Using tools such as Screaming Frog, Traffic Today routinely analyses the website at the start of the process for duplicates, redirects, sitemaps, broken links, robots.txt and response codes. If these are in order (provided the code is clean too), we can say we have a good foundation, although we’re not quite there yet.

As well as ensuring the website is technically sound to improve its search engine visibility, there are also technical aspects that Traffic Today can address, such as an SEO migration. Furthermore, conversion opportunities within the website can be made measurable. This includes tracking the forms that are filled in, as well as monitoring downloads or the number of YouTube videos viewed on the website. By installing and linking scripts, AdWords bids can, for example, be automated. Want to take it a step further? Then we can adjust the bids based on weather data tracked by the website for each visitor and fed into Google Analytics.
Local SEO
Local SEO has become a key component within Google. With the rise of mobile search traffic, specifying a business’s exact location is becoming increasingly relevant. For example, Google wants to be able to show someone searching on their mobile in the city the nearest shop. Google My Business is used to achieve this. Through Google My Business, Google knows exactly where the business is located, what it does and what time it closes. The three pillars – relevance, distance and prominence – are ultimately key to local SEO.
B2B SEO
Business-to-Business SEO (B2B SEO) is a branch of SEO that focuses primarily on the business market. Research has shown that B2B SEO plays a prominent role in this market, as conducting online research is inextricably linked to making a well-informed decision. The driving force behind this type of SEO is persuasion. Reviews of your company, the presentation of case studies and the justification of specific choices your company makes (e.g. sustainability) all contribute to winning over business professionals.
B2C SEO
Business-to-Consumer SEO (B2C SEO) shares some similarities with B2B SEO, but is fundamentally different. Generally speaking, consumers in the B2C market are much quicker to convert than those in the B2B market. In this context, it is far less important to position yourself as an authority, despite the fact that competition is much fiercer for specific search terms.
SEO migration
Traffic Today We’re also happy to help you with SEO migration. Migration is the process of transferring your old website to your new online home in a structured manner. This involves retaining sitemaps, redirecting pages, implementing canonical tags and so on. As this is a task that requires a great deal of SEO expertise, you’d be well advised to enlist our help with an SEO migration.

Supporting SEO services

Content

To reach your target audience, it is important to know what they are looking for. Traffic Today analyses market trends, search volumes for specific keywords, the competition and a wealth of other data that is essential for creating strong content. High-quality content, optimised for search engines, is indispensable for an SEO campaign.

Traffic Today The agency employs experienced SEO copywriters who know exactly how to optimise your web content. It is also possible – and very common – for your own staff to create the content. After all, you and your colleagues are closest to the business and know better than anyone how to describe its identity. If the content is supplied by the business itself, Traffic Today will assist you by advising on topics, search terms, content planning, content presentation and more.

Link building

Links remain a key factor for Google in assigning value to a website. The number of links pointing to a website or page is an indicator of that website’s popularity. There are various indicators of a website’s strong link profile. Relevance and reliability are the key pillars that Traffic Today relies on when carrying out link-building activities for search engine optimisation.

SEO tools

To serve you as effectively as possible, we invest heavily in a wide range of SEO tools. These tools help us gain insights that will help your business move forward – insights we wouldn’t be able to obtain without them. Our project managers and digital marketers know the ins and outs of the business and are trained to interpret these figures and communicate them to you, the client, in a way that’s easy to understand. Below, we’ve highlighted a few tools that our marketers use frequently.

Semrush
Semrush is a tool our marketers use to carry out data analysis for our clients. We use it to conduct keyword research, monitor fluctuations in rankings for specific search terms and assess keyword difficulty.
Ahrefs
Ahrefs bears many similarities to Semrush. Here too, in-depth keyword analysis is key, but you can also delve deeper into inbound and outbound links, broken links and competitors you need to stay ahead of.
Screaming Frog
Screaming Frog is a favourite tool amongst our SEO marketers. We use it to generate a report of a specific website’s meta tags, identify pages that lead to a 404 error, and so on.
Moz
We make it easier to carry out link building for our clients by using Moz. Among other things, Moz tells us what your company’s link profile looks like and how your Trust Flow and Domain Authority are performing.
Search Console
Search Console is a free tool from Google that can also be useful within your marketing strategy. Average rankings, total number of impressions and URL inspection: these are just a few of the many possibilities it offers.
Keyword Surfer
Chrome extensions are also very popular amongst our marketers, one of which is Keyword Surfer. Thanks in part to this tool, for every search query we receive a handy overview of the search volumes for the keyword we’ve entered.

SEO success stories

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An intensive and ongoing process

As we’ve said before: Google’s algorithm is constantly changing. To keep pace with these rapidly evolving developments, up-to-date knowledge is essential. It is also important to continuously monitor, analyse and improve existing campaigns. This makes search engine optimisation an ongoing process. To maintain a number one position, it is essential to continue meeting Google’s requirements. That is why Traffic Today is your long-term search engine optimisation partner.

Are you curious to find out what we can do for your business and what it takes to rank higher in Google’s search results? Traffic Today is the leading SEO agency for the higher SME segment and would be delighted to help you. You’re very welcome to pop in for a no-obligation introductory meeting at our office in Deventer. Of course, as an SEO agency, we’d be more than happy to come to you. We’d love to hear about your requirements and expectations regarding SEO support, and we’d be delighted to explain what search engine optimisation could mean for your business!

Frequently asked questions about search engine optimisation

What is search engine optimisation?
Search engine optimisation involves improving the website so that it is easier to find in search engines. This optimisation covers, amongst other things, the website’s content, its technical aspects and its authority. Thanks to improvements made by Google, the website will be more visible in organic search results. The following services form part of our search engine optimisation offering: content optimisation, technical optimisation, link building, conversion optimisation, on-page optimisation and online strategy.
What is the difference between SEO and SEA?
Are you wondering what the difference is between search engine optimisation and search engine advertising? The main difference compared to SEA (search engine advertising) is that with SEO, you have to earn a high position in the search results by carrying out the right activities. With SEA, you buy a place in the results, which therefore requires less work. Search engine optimisation is hard work, but Traffic Today knows what it takes to achieve a great ranking for your business. We’d be happy to help you rank higher using the right tools!
How much does search engine optimisation cost?
The cost of outsourcing search engine optimisation depends on the work we are to carry out. We can undertake both support tasks and manage the online strategy. Search engine optimisation is an ongoing process, requiring us to carry out work on a monthly basis. This approach enables us to achieve a stable ranking on Google. We work with clients who have a marketing budget of at least €1,250 per month. Book a no-obligation consultation with our adviser to discuss the costs.
What is the aim of search engine optimisation?
The aim of search engine optimisation is to improve rankings in Google’s organic search results by implementing structural optimisations. We carry out these optimisations in the areas of content, technical aspects and link building. By writing the best content, optimising the website’s technical structure and increasing the website’s domain authority, your website will rank higher and higher in the search results.

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Want to rank higher on Google?

Do you want to rank higher on Google and attract more relevant visitors? With our search engine optimisation, we improve your website both technically and in terms of content, so that search engines understand your site faster and better. In this way, we work together to increase your online visibility and ensure better results. Get in touch and discover what we can do for your website!

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