How do SMEs in Sweden perceive the usage of SEO?

Sammanfattning: The purpose of this study has been to find out how SMEs in Sweden perceive SEO as a marketing tool. In order to answer the purpose of the study, we have selected five small and medium enterprises to take part in their stories and perceptions of SEO. As a method, we have used interviews to be able to answer the purpose of the essay. We have chosen not to focus on a specific industry because the purpose has been SMEs as it is the majority of Sweden's companies. In the thesis, coding has been used as an analysis tool to interpret our collected material. The results show that there are varied opinions about SEO. However, The majority of informants perceive SEO as a complex system. The essay shows that IP1 and IP5 informants use SEO as a marketing tool but still do not understand SEO completely. The informants use social media as a marketing strategy to reach out to potential new customers and to focus on the word of mouth model. The study also shows that the informants who use SEO see it as an opportunity to grow and make a name for themselves in the industry in which they operate.  Because SEO ensures that companies can be at the top of the list on Google among their competitors and thus easier for potential customers to find the company's website, the company gains a more extensive customer base and grows its business.