SEO: search engine optimization

Search engine optimization, or SEO, is the set of improvements that helps your website rank higher in Google’s unpaid search results. It comes down to three things: technology that lets Google read your site, content that answers what people type in, and links from other websites that show you deserve to be taken seriously.

Yes! Your website is live. But… where are the visitors?

Is the number of visitors lagging behind, or did you just launch without results? Then you have probably done too little (so far) on Search Engine Optimization (SEO).

Maybe you have already been working on it, but without the effect you hoped for. And of course you want your website to be easy to find and to deliver real results.

✔ More results
✔ Growth for your business
✔ Visibility for your products or services

With search engine optimization we make sure you reach the right audience, without paying per click.

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SEO: Search Engine Optimization

What is search engine optimization?

In case it is not completely clear yet: search engine optimization is extremely important for how easily your website can be found. You can of course spend a lot of money on ads on Google or social media, but did you know you can also attract many visitors without an advertising budget? With SEO you make sure people find your website through the organic search results.

Simply put, search engine optimization helps you appear higher in Google at the moments your audience is actively searching. If you apply the right techniques, you increase your online visibility and attract more relevant visitors. And that is exactly what you want, next to the highest possible conversion rate of course.

By the way, searching no longer happens only in Google. More and more often people ask their question to ChatGPT or a similar tool, and different rules apply there. Read more about that in GEO optimization.

What does search engine optimization do?

SEO makes your website easier to find in Google. We work on three pillars, and you climb to the top of the search results.

Technology

A fast, clean and findable site that Google understands easily.

Content

Copy that matches what your customer searches for, and sells.

Authority

Quality links and mentions that build your authority.

SEO

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From page 2 to position 1Higher in the classic search results, so customers find you first.

This is what our customers say

Eva Fraza

We are extremely happy with our collaboration with Roxtar Marketing Bureau. They help us at Ave Huidkliniek with our marketing in a very pleasant and professional way.

Mahmoud Sh | Allround Facility

We have been working with Don for a few months now and he helps us with our website and marketing, and he does a really good job.

Alexander van Wijngaarden

We have been working with ROXTAR for a while now on our online marketing (Google Ads and SEO) and are very satisfied. What stands out is that they communicate clearly about what is achievable and don’t just promise the moon. They work according to a fixed strategy. We have a dedicated contact person who thinks along well and responds quickly when something needs to be adjusted. Since we started working together, we have clearly noticed more visibility and more enquiries coming in. A pleasant and professional partner from Amsterdam to work with on online marketing. I can recommend them to everyone.

Deborah Klaver

We are very happy with the social media campaigns ROXTAR manages for us. From the video shoot to the WhatsApp automation: everything simply works. The contact with our account manager Juliette is perfect, she is always spontaneous and enthusiastic. A really pleasant partner to work with, and the results are amazingly good.

Danielle de Vries

Since we started working with ROXTAR, we rank at the top of Google for our most important keywords and we receive considerably more enquiries. They explain everything clearly, don’t promise anything they can’t deliver and keep you well informed. For us as a coating floor company, it has really made a difference.

Vincent Groot

We have been running our ads through ROXTAR for a while now, both Google Ads and Instagram. What I like is that they are honest about what is and isn’t possible and that you simply have one dedicated contact person. The campaigns bring us more visibility and customers. Highly recommended.

Coatingvloer | Arno van Oosten

After a year of working with ROXTAR, I really want to thank Juul from the SEO department. Her expertise in optimisation is excellent. She thinks along well and comes up with a strategy that actually works. ROXTAR is a great partner to work with and we are confidently continuing for another year!

Luxekleding

Excellent service with AI and online marketing specialist.

See all our reviews on Google

How does search engine optimization work?

All right, to start it is good to know that with search engine optimization we mainly focus on Google. It is by far the most used search engine in the world, so other search engines are a lot less relevant. That is actually convenient, because it lets us put our full focus on Google. When you type something in, you land on the results page: the first page is called the SERP.

With SEO the goal is to appear as high as possible in those search results. Preferably at the top, just below the ads. Google uses all kinds of ranking factors for this. Which ones exactly? They keep that a secret. They do make clear that these factors fall into three main categories:

TECHNOLOGY

Your website has to look good ‘under the hood’!

Waiting 10 seconds for your website to load? No thanks… Make sure your technical SEO is in order.

A clear structure, good loading speed and compatibility (mobile, tablet, desktop).

CONTENT

Put yourself in the shoes of the website visitor.

Find out how your visitors search by doing keyword research.

Make sure relevant content gets written. The better the content, the higher your position!

AUTHORITY

Build authority by collecting links.

Google has confirmed that links are one of the three most important ranking factors.

Outperform your competitors by earning links from websites with a good reputation.

What is SEO-proof content?

All very nice, but how do we make sure your website appears higher in the search results? It starts with keyword research. We investigate what your audience searches for and how their online search unfolds. Based on that, we decide per page which keywords fit the topic and your business best.

That may sound simple, but it is not. You want keywords with a high search volume, but also with as little competition as possible. By finding the right balance and working it into your content in a smart way, we build an SEO-proof website. Google sees this as a strong signal and rewards you with better positions in the search results.

What is content?

Okay, this one is important to clarify. Many people think content consists of text only, but that is not the case. Content is everything you use to share information: copy, videos, images, buttons, links and infographics. You can even add keywords to images, for example through file names and alt texts.

Based on the keyword research, we know exactly what your audience searches for and which words they use. Then we create content that matches their questions and interests. With our SEO experience we deliver informative, relevant and well-optimized content that contributes to a strong position in Google.

Getting started with technical SEO

The technology behind your website is at least as important as the content. Is the technology not in order? Then visitors might not even be able to see your content! Just imagine: you land on a website full of error messages, pages that take hours to load (probably minutes, but it always feels like hours) and links that lead nowhere. Chances are you leave quickly and look for a website that can simply help you.

Got it? Great, because that is exactly how Google sees it too. Does your website work perfectly from a technical point of view? Then you can appear high in the rankings, provided you also take the other two important ranking categories into account.

What is technical SEO?

We can also apply technical SEO to your website, but then it helps to know what exactly we mean by it. Technical SEO covers everything that happens behind the scenes of your website. Think for example of a clear structure, so visitors can navigate through your website quickly and easily.

User-friendly URLs, a high loading speed, the right use of headings, an SSL certificate and as few unnecessary error pages and codes as possible also play a big role in good technical SEO.

How does Google determine my authority?

As mentioned before, Google bases your ranking on a lot of factors. Using an indication of authority, Google determines how trustworthy your website is. The age of your domain and the brand awareness of your company play a big role here, among other things.

Does SEO also work for a new company with a new domain?

No need to panic, because we have a solution for that. You can influence the authority of your website. There are several methods for this, and the most important and most used one is link building.

With link building you make sure other websites refer to your website with hyperlinks, also known as backlinks. The catch is that the websites linking to you need to have some standing themselves to be seen as relevant. Backlinks are registered as a kind of vote. With that vote, the page being linked to is in effect declared to be good. Earning high-quality, relevant links plays a big role in search engine optimization. And at ROXTAR we have everything in house to make that happen!

Outsourcing search engine optimization

By now you may have figured out that search engine optimization is an important addition to your marketing strategy. No idea what the added value is exactly and why it can be very useful to invest in it? Then check out the benefits below!

– With search engine optimization your ranking in the search results rises. That greatly increases how easily your website can be found. For you this means more visitors and more sales!

– By optimizing your content, not only the number of visitors can rise, but the number of conversions as well. A real win-win!

– Search engine optimization is a very sustainable marketing strategy. With a good foundation you can benefit from the results for years. A web page stays online for as long as you want, and meanwhile the authority of your website keeps growing.

Search engine optimization at ROXTAR

As a search engine optimization agency we know exactly how to set up and run an effective SEO strategy. Every business is unique and therefore deserves a tailored approach, not a standard copy of an earlier assignment. Transparency is central to how we work. We keep you informed of all developments at all times, because it is your business. Together we make sure your company becomes visible online. This is how we do it:

Prefer one fixed point of contact who knows your site inside out, instead of a whole team? Then read what it means to hire an SEO specialist.

Step 1: let's get acquainted!

Some call SEO a trick, but that is nonsense. Search engine optimization is simply a strategy based on best practices. That is why we first get to know your business well. We map out your ideal customer and look at the state of your current online presence. After that we start with a thorough analysis of your website.

Step 2: choosing the right SEO strategy

Now that we have all the information, we translate it into a tailored strategy. Every business is different, so your plan is unique too. Where some parts are already strong, other areas still offer opportunities. We map out the points for improvement, make a clear planning and get to work in a focused way. Let’s go.

Step 3: monitoring results

Once the strategy is in place, it is time to see how it performs. We work consistently on attracting more relevant traffic to your website and keep adjusting where needed. Of course we share all results with you, so you know exactly what impact our work has.

In practice: SEO for Pure Natural Stone and Bert Jonk

Pure Natural Stone sells marble and natural stone, but could hardly be found on the search terms buyers use. During the collaboration the webshop reached number 1 for terms such as “marmeren keuken” (marble kitchen) and “marmeren wastafel” (marble washbasin). At its peak, 62 of the 90 tracked keywords were in Google’s top 3.

At Bert Jonk, organic traffic grew by 58 percent within six months and impressions in Google rose by 77 percent. Link building lifted the domain authority by 5 points, and the number of enquiries through the website increased by 30 percent.

Source: the case studies of Pure Natural Stone and Bert Jonk. Added on 1 October 2026.

Meet our team

Don

Online Strategist

Sherelle

Office Manager

Juliëtte

Relationship Manager

Bram

AI & Performance Specialist

Juul

SEO/GEO Specialist

Seppe

Web Developer

Thijs

Process Manager

Sjoerd

Web Developer & Designer

SEO: Search Engine Optimization

Our SEO services

Want to have SEO done for you, or learn more about it? Also take a look at:

Frequently asked questions about search engine optimization

What is search engine optimization (SEO)?

SEO is everything you do to rank higher in Google’s organic results without paying for it. It comes down to three things at once: a technically healthy website, content that answers what people search for, and authority in the form of good links.

How do I rank higher in Google without advertising?

By getting your website technically in order, creating content around the keywords your customers use, and building a strong link profile. That is exactly what search engine optimization is about. It takes time, but the traffic keeps coming without paying per click.

How long does it take before SEO delivers results?

Expect three to six months for the first clear increases, and six to twelve months for competitive keywords. SEO is not a sprint but an investment that builds up: the longer you keep at it, the bigger your lead.

What does search engine optimization cost?

With us, SEO starts from 495 euros per month. The first 3 months can be cancelled monthly, after that a notice period of 4 months applies. What you need exactly depends on your market and your goals, so we discuss that in a free consultation.

Can I do SEO myself or is it better to outsource it?

You can do it yourself, but SEO is three disciplines at once and needs structural maintenance. Most business owners do not get around to it consistently next to running their business, and SEO in fits and starts delivers little. Outsourcing makes sure it gets worked on every month.

What are SEO services?

SEO services are all the activities that make your website easier to find in search engines. Think of technical optimization, keyword research, writing content and link building. Together they lead to a higher position in Google and more organic traffic to your site.

What is SEO advice?

SEO advice is a concrete plan to improve how easily you are found in Google. You get insight into your current position, your competition and the biggest opportunities. That way you know which changes to technology, content and links will pay off most.

What does SEO mean?

SEO stands for Search Engine Optimization. It is improving your website so it appears higher in Google’s organic results. You do that with technology, relevant content and authority, so the right visitors find you on their own.

Is SEO free?

SEO itself costs no advertising money: you do not pay per click as with Google Ads. But it does take time and expertise to get technology, content and link building in order. If you outsource it, you pay for that work, not for the clicks. The result is lasting traffic.

Why outsource SEO?

Outsourcing SEO saves you time and gets results faster, because a specialist masters the technology, content and link building. You do not have to keep up with every algorithm update yourself. That way you focus on your business while your visibility and organic traffic grow.

Can I also outsource search engine optimization to an agency?

Yes. If you do not want to do SEO yourself, an SEO agency takes the technology, content and link building off your hands. You get a team that structurally improves your visibility and makes the results measurable.

Curious why you are not ranking higher yet?

Leave your details and we will look at your site and your competitors and tell you where things get stuck. No sales pitch, and sometimes the answer is that you are better off fixing something else first.

info@roxtar.nl Responds within 1 hour.

085 060 0870 Monday to Friday, 09:00 to 17:30.

Asterweg 17, A6, Amsterdam