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Traffic and channels

SEO (search engine optimisation)

Also called SEO, search engine optimization, organic search.

Short answer

SEO (search engine optimisation) is the work of placing a page higher in search engines' organic results. For affiliates, SEO is the most widespread free traffic source: content that ranks for keywords close to purchase sends clicks to affiliate links with no cost per visit.

Definition of SEO (search engine optimisation).

SEO is about the search results that are not ads. In Denmark, Google accounts for the vast majority of searches, and the order of the organic results is decided by algorithms that assess the page's technical state, the relevance of its content and other websites' links to it. Search engine optimisation is the work of influencing those 3 factors – an organic ranking cannot be bought.

For an affiliate, SEO is attractive because the traffic continues after the work is done. An article that ranks for 'best espresso machine' can send visitors for years with no cost per click. Keywords with commercial intent – 'best', 'test', 'review' – convert best, because the searcher is already close to a purchase. Long, specific searches such as 'best espresso machine under DKK 3,000' have less volume, but a higher conversion rate and weaker competition.

SEO is split into 3 disciplines: technical SEO (crawlability, speed, indexing), on-page (keyword choice, content, internal linking) and off-page (links and mentions from other sites). A new recipient has joined them: AI answers in search engines answer more questions directly and cite their sources – so content must both rank and be precise enough to be cited.

SEO for affiliates in practice

The value of SEO lies at the top of the search results. Clicks are distributed steeply: the top positions take the vast majority, and at the bottom of page 1 few clicks are left – moving from page 2 to the top 3 is where the traffic comes from. Experienced affiliates therefore prioritise a few keywords with buying intent over many keywords with volume, and they choose keywords where the competitors can realistically be overtaken within 6–12 months.

Affiliate links must be marked with rel="sponsored" or rel="nofollow", so the search engine can see there is money behind the link. Unmarked affiliate links on a large scale are read as an attempt to manipulate rankings and can cost the whole site its visibility – and with it the business.

How it goes wrong

  • 01

    Traffic without buying intent

    Informational keywords give impressive visitor numbers and low earnings. 10,000 visits on 'what is a heat pump' are worth less than 500 on 'best heat pump 2026', because only the latter group is ready to click through and buy.

  • 02

    All traffic from one channel

    A Google core update can halve a site's traffic in a week. Affiliates without an email list, direct traffic or other channels lose their entire income along with the rankings.

  • 03

    The content goes out of date

    Prices, models and offers change all the time. A review with discontinued products loses both rankings and the reader's trust – and the click on the affiliate link never comes.

Frequently asked questions

What is the difference between SEO and paid search?

SEO is about the organic results, where the position cannot be bought but is earned through content, technology and links. Paid search is the ads above and below the organic results, where you pay per click. SEO takes months and keeps working – ads work immediately and stop with the budget.

How long does SEO take to work?

A new site normally takes 3–12 months to achieve rankings that bring noticeable traffic. Established sites can rank for new keywords within days or weeks. The time depends on the competition for the keyword and the site's authority.

Is SEO still relevant when AI answers directly in the search results?

Yes, but the task changes. AI answers in search engines cite sources, and the sources are found via the same signals as classic SEO. Content today must both rank and be precise enough to be cited – factual sections that can stand alone do best.

Do affiliate links have to be marked for Google?

Yes. Google recommends rel="sponsored" on affiliate links, alternatively rel="nofollow". The marking changes nothing about tracking or commission – it only tells the search engine that the link is paid.

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