SEO, SEA & SEM Consulting: Search Marketing Starts With Intent
My work in search marketing combines organic and paid thinking. I help with SEO audits, keyword research, technical SEO, content planning, and search intent analysis, as well as Google Ads reviews, paid search structure, Performance Max considerations, Merchant Center checks, reporting, and practical recommendations you can act on.
SEO, SEA & SEM
Search is NOT just about keywords. It's about people trying to SOLVE something. That's exactly why it pays to properly manage all three sides of search: Search Engine Optimization, Search Engine Advertising, and Search Engine Marketing.
Let's clear up the jargon:
Search Engine Optimization (SEO)
The organic, unpaid side of search. SEO is about building trust and earning top positions on the SERP for the keywords that matter most to your lead generation. It combines trustyworthy content, site structure, and technical health so search engines rank you for the queries your buyers actually type.
Search Engine Advertising (SEA)
The paid side of search. SEA puts your offer at the top of the results for high-intent searches, right when someone is ready to act, through Google Ads, Shopping, and Performance Max. It's fast, measurable, and controllable, which makes it ideal for testing demand and capturing buyers immediately rather than waiting months to rank.
Search Engine Marketing (SEM)
The umbrella that ties the two above together. SEM is the overall strategy that combines SEO and SEA so your organic and paid efforts reinforce each other instead of competing, sharing keyword insights, intent data, and budget logic to win the search results page as a whole.
Are you reading the story the data is telling you?
If a page gets impressions but low CTR, something isn't convincing enough. If ads spend money but don't convert, the intent may be wrong, the offer unclear, or the landing page may not answer the question fast enough. If organic traffic grows but leads don't, the content may be attracting readers rather than buyers. Search performance usually tells a story. The real work is reading it properly.
If a page gets impressions but low CTR, something is not convincing enough.
If ads spend money but do not convert enough, the intent may be wrong, the offer may be unclear, or the landing page may not answer the question quickly enough.
If organic traffic grows but leads do not, the content may be attracting readers rather than buyers.
Search performance usually tells a story but ultimately, the actual work itself is to read it properly.
The #1 organic result on Google pulls more clicks than positions three through ten combined. "On page one" isn't the goal — owning the top of it is.
When a page is visible but not earning the clicks, the fix is usually intent and messaging, not more keywords.
Get a search audit →I do not believe every company needs a huge strategy document. Sometimes what a team needs is a clear diagnosis: what is working, what is wasting effort, what can be improved quickly, and what needs longer-term investment.
Common search marketing pain points
- Low CTR despite decent visibility
- Content that ranks but does not convert
- Google Ads campaigns with unclear structure
- Too much spend going into low-intent traffic
- Landing pages that do not match the search intent
- SEO reports that show numbers but not decisions
- Unclear keyword priorities across organic and paid search
- Localisation issues in Swedish, Norwegian or English search content
For me, good SEM is not “SEO versus paid search”. I've found its not that easy, even though some companies stick to this internally as a push-point for both teams to get their ducks in line (and add competitiveness).
To me, it's about understanding demand of the search intent and making sure the right message meets the right intent at the right stage. Organic search can build long-term visibility and paid search can test demand and capture high-intent traffic quickly. Together, they can show what customers actually care about and that leads to more conversions.
Search leads close at around 14.6%, against roughly 1.7% for cold outreach — and SEO is consistently one of the lowest cost-per-lead channels there is. Search intent is the cheapest qualified demand most companies have.
The real work is reading that intent properly and making the right message meet it. That's the diagnosis I start with.
Contact me about search →I usually work in flexible setups depending on the need:
- Hourly consulting for audits, reviews and advisory work
- Project-based SEO or Google Ads audits
- Monthly retainers for ongoing SEO, SEM and reporting support
- Part-time contractor setups for companies that need senior help without hiring full-time
Indicative pricing can vary depending on scope, but typical setups may start from:
- SEO or Google Ads audit: from €750
- Hourly consulting: €75–€110/hour
- Monthly search marketing support: from €1,000/month
- Part-time contractor support: quoted based on weekly hours and responsibilities
This connects closely with my broader digital marketing services, especially when search performance depends on content, CRM, analytics or website implementation. You can also view selected examples of my work in my portfolio.
If you need help making sense of SEO, SEA, SEM, CTR, search intent or campaign performance, feel free to contact me.
Do you handle SEO, paid search, or both?
Both. I don't treat it as "SEO versus paid" — good SEM is about understanding search intent and making the right message meet it at the right stage, whether that click is organic or paid.
Do I need a big strategy document to get started?
No. Sometimes what a team needs is a clear diagnosis: what's working, what's wasting effort, what can improve quickly, and what needs longer-term investment. A focused audit often does more than a 40-page deck.
Can you audit our existing Google Ads or SEO setup?
Yes — a project-based SEO or Google Ads audit is one of the most common ways people start. I can also handle search content and localisation in Swedish, Norwegian and English.
Are you available for new work right now?
Yes — I'm currently taking on new clients. The best first step is a short message about what you're dealing with, and we can work out whether a one-off review, a project, or ongoing support fits best. Contact me.
When and how do you work?
I work in CET/CEST with flexible hours, so aligning with teams across Europe (and often other time zones) is rarely a problem. Most work is remote, with occasional onsite within the EU when it genuinely helps. I work in Swedish, Norwegian and English.
How do engagements and pricing work?
I work in flexible setups: hourly consulting, project-based audits, monthly retainers, or part-time contractor support. Indicative pricing (EUR): SEO or Google Ads audit from €750; hourly €75–110; monthly search support from €1,000; part-time contractor quoted on scope. Final pricing depends on the work involved.