Posts in Category: Blog


I am officially attending the Web Summit in Lisbon in November! What I’m thinking right now: who will make sure that I meet Joseph Gordon-Levitt and that he falls in love with me at first sight? Jokes aside, I’m super excited, still figuring out and planning my schedule. Who else is going?

SEO in 2016

In the past couple of months I’ve been involved in several different on page optimization projects with my clients and one thing is for sure – SEO is as important as ever. But it’s as ever-changing as always. What does SEO even mean? Not the abbreviation itself but its purpose for our business and for our users. The bottom line will always be this (borrowed from MOZ):

What we are trying to do is fulfill the searcher’s goal and satisfy their intent. So there’s an intent behind every search query. I’m seeking some information. I’m seeking to accomplish a task. Oftentimes, that initial intent is different from the final goal that someone might have.

How you get there is the challenge. But no worries – I’ve collected s short (but good) list to catch up on the changes of SEO in 2016 to get you back on track:


Friday Favs

A few randoms from my Pinterest.


There’s nothing I think is more important than finding, networking and supporting women – in my personal life and in my work. Right now there are a lot of good things circling around the www for women in digital and tech. For women and by women, just as it should be. Apologize for the Stockholm focus but here are a few top of mind that I think is worth a mention:

  • Tekla Festival – “When Robyn teamed up Sweden’s KTH Royal Institute of Technology last year to present a technology festival for girls, it was proposed as a one-time event. But due to popular demand, the singer-songwriter’s Tekla Festival is back for an encore on April 9, 2016.” Say no more.
  • Women in Tech (Stockholm)– Behind Women In Tech stands some of Sweden’s largest media and technology companies. A network that wants to inspire women to choose a future in tech and media by providing network and inspiration.
  • SheSays – An award-winning organization running free mentorship and events to women in the creative industry. Why? Because we want to see more women at the top. I myself am a mentor in the programme in Stockholm.
  • – A mentor programme to enlighten and inspire young girls about the tech industry.
  • Rättviseförmedlingen – Not nisched within tech and/or women, but a very important initiative working for diversity in all industries.
  • tjejerkodar  – arranges coding camps for girls!
  • Geek Girl Meetup – Exactly what the name implies: a conference for geek girls interested in web, technology and innovation. They also have a podcast.

I will try and update this regularly so please feel free to come with suggestions!

Ps. I use Twitter to find and follow news. If you just want to follow some badass babes I have a Twitter list named Ovaries over brovaries. Kudos to you if you know the reference :*


Coming back from Lisbon I had to spend a few hours on the airport in Frankfurt. So I did what I always do – I bought new books. One of them was Sophia Amoruso’s #GIRLBOSS. I’ve seen it, but never felt the urge to read it until now, being very bored and too tired to read anything heavy. So what is #GIRLBOSS? It is the philosophy of Nasty Gal’s founder Sophia Amoruso.


I started reading it with very low expectations as I do not appreciate what I call American feminism that has been portrayed in several popular books by bad-ass women in the past few years. I’m talking about Tina Fey, Amy Poehler, Lena Dunham, Mindy Kaling, Caitlin Moran and more. I’ve actually read all those and ended up extremely disappointed since the notion of what they call feminism is being ‘one of the guys’ and absolutely nothing more to it. I don’t know why I was surprised but it left me sad. Anyhow, I thought this was going to be another one of those books but Amoruso clearly states on the very first page that this is not a feminist manifest, although she calls herself a feminist. I appreciate that.

Amoruso’s only 30 years old, and she shares her story of how she went from an anti-capitalistic community college dropout to the CEO of a 100 million dollar company. Sofia and her personal story is a big part of the Nasty Gal brand. I had absolutely no idea what an empire Nasty Gal is. It’s a fascinating and inspiring story, sprinkled with semi-mindful advice and foul language that wants to show that you can make something purely out of passion and drive. I didn’t think it’d work for me, but it did. I read it cover-to-cover and felt both amused and inspired. I love bossy girls. I love reading about them. I love the feeling that there will be more of us. And I really, really long to move to LA.


I <3 Lazy Oaf

Obsessed with Lazy Oaf tbh and I barely even wear color, nor “cute” prints. 

Vacation mode: Lisbon

Started off my vacay with a little trip to Lisbon with a few of my favorite people. Lisbon must be one of the top three beautiful cities I’ve ever been. Literally every block and every street had amazing architecture – tiles in pastel colors, big windows, tiny balconys and abandoned houses and graffiti. Very Wes Anderson-esque – and in a good way ofc. Our huge Intendente apartment was beyond amazing, like an art deco interior dream. We spent our days having late breakfasts on our balcony, strolling around the city, drinking 60 cents double espressos in the sun, hanging out in rooftops or at the beach, ubering to weird clubs and watching the euro games. I will go back.

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Lisbon  LisbonLisbon


Maximize the potential of any social channel

How to measure content marketing

There’s no point in doing the hours and effort of content marketing if you’re not going to do the proper measurement. Measuring for its own sake is pointless – you need to integrate your content marketing in your overall business goals. In this post I will focus on website content creation, but there is of course different KPIs for other social channels. Let’s get started:

First off, you always need to see to see content as an actual value. To create good value, you need a clear purpose. Why are you creating this piece of content in the first place? Recognising this is the first step to find the metrics you need to create content that actually converts.

You shouldn’t create any content without having at least one of these objectives in mind: increasing brand awareness, lead generation, customer retention or direct sales. Try to put these metrics to value in line with your other marketing efforts. What is the average order value? What is your percentage of new vs returning customers, and which one generate the most revenue? Does it differ from organic and paid channels? The more of these things you have in place, the easier it gets to start analyzing the data. For OnPage metrics, I usually navigate in Google Analytics Landing Page reports using pre-defined and custom segment. But you should also use unique campaign tracking for all your content to be able to compare the results to one another.

For reports, I set up dashboards for the following metrics:

  • Consumption metrics including how many people are viewing your content, in which channels, how frequently and how in-depth. KPIs: page views, unique visitors, and average time on page. You can also narrow this down on source/medium, location, mobile users etc and compare the data.
  • Engagement and sharing metrics looking at how your audience is interacting with your content, what pieces of your content that is shared in other channels, who is sharing them, where and how often. KPIs include: Avg Time on Page, Pages/Session, New vs Returning. You should also try GA’s Content Grouping to segment your content with regard to the kind of content users are engaging with.
  • Sales metrics looking at how your content drive revenue for your business. KPIs are Transactions, Time to Purchase and Assisted Conversion. If you have proper Goals set up in your account, you can ccess the funnel visualization report to review where your customers dropped off. More cost oriented, there is one ROI model that I like, one that I’ve borrowed from the Content Management forum Curata: “For each piece of content x in Campaign C, take the $ amount of Revenue generated (a sales metric) by Content x and divide it by the ($ product cost). If the ratio is greater than 1, your content was profitable from a sales perspective.”

Mary Meeker’s Internet Trends 2016

I’ve mentioned venture capitalist Mary Meeker before and now it’s time again. Her annual presentation covering internet growth, digital trends and marketing was released the other day and here is what I’m taking with me:

  1. Go global. Start looking wider than your closest markets. China and India are growing bigger and bigger each year. For example, China’s internet trends look better than the US, while internet giants around the world continue to grow more powerful. Become familiar with their platforms and user behaviour not to miss out.
  2. Use Facebook advertising. Facebook posted 59% growth over 2014-2015 – that’s a lot. Hyper-targeting apparently works since it allows you to spend your money on target groups that are likely to buy.
  3. Generation Z. The biggest difference between Generation Z and the Millenials in their preferred shopping experience is the shift from comprehensiveness to ease. Focus on brand values instead of price competitiveness.
  4. Don’t deny ad blockers. Ad-blockers is still on the rise. Instead of working around them, make sure to provide the users with the best possible onsite experience with quality content. Think entertaining, not intruding.
  5. Visual mediums continue to grow. Video viewership is exploding, for example Snapchat has more monthly minutes per visitor compared to any social medium besides Facebook. Why? Because photos still have the highest engagement. Good news for platforms like Snapchat, Facebook and Instagram. Users are both shopping and selling through image based mediums.
  6. Mobile advertising is still low-hanging-fruit. Advertisers still spend way too much money on print media and TV ads and not enough on digital marketing – especially mobile ads. Do it right from the start and you will have an advantage before bigger actors shift their media budgets.


Here’s the full PDF. What do you think?

Greener with the scenery

I am getting quite obsessed with the plants in my apartment, constantly finding excuses to pass the fancy floral shops and flower market on Mariatorget trying to find new ones. I have no idea what I’m doing but this is my mental image:

#ecomsthlm insights

I attended the fair Ecommerce Stocholm the other day, a business fair for people working within the e-commerce industry. I was there for work myself, recruiting to Beyond Retail’s talent network so I can’t say I participated that much in any other activities. But from what I saw and overheard it was what you usually get. That’s not what this post is about though. Regardless of what I learned or did not learn from the event, the only thing I’m taking with me is that the organizers and the participants were mostly men. I did a quick calculation based on the bookings (note: I was being generous in my calculations):

Ecommerce Stockholm

Men choose men. Women choose men. It’s not competence based – that’s the patriarchy. So it’s not that I’m surprised, but I am still disappointed. Because in my personal life I can choose what people I surround myself with and the situations I am in, in work I most often can’t.

PS. I didn’t get a response.