With reduced order intake, increased costs, and an uncertain future, it is completely natural to want to slash your marketing budget.. or is it? Yes, maybe when it comes to traditional advertising, but as we and many other digital agencies have experienced, online marketing persists and has even increased in times of crisis. Why is that? Here are 3 simple reasons. 

Affordable

SEO

If you only have a website, you can basically be exposed completely free to your target audience. This is called organic traffic and means that when a search is made in a search engine, the visitor is directed to your website. Being visible organically on Google is free. However, your company is not the only one on the internet, so to appear high on the list, it is of course necessary to work with your web content so that it is easy to understand, contains relevant keywords (that people search for), and that the content is unique and interesting! 

Free tips for web content and SEO

Google Ads 

If you are willing to pay a small amount, you can quickly climb high on Google by purchasing advertising. There are many advantages to Google Ads, especially for the impatient, but to get good results from advertising on Google, it is recommended to have a good content foundation on your website as it allows you to bid for a better price on ad spaces and get better returns. Although advertising is not free, it is far cheaper than traditional advertising on TV, radio, newspapers, etc. 

Flexible

You determine your content yourself and can easily change offers on your website. If you have Google advertising, you can also turn on or pause the advertising whenever you want. You can also change the text and budget for your ads at any time. 

Brand Building

Many spend large parts of the day online on various digital platforms, so if there is anywhere your brand should be exposed, it is online. Strong digital visibility simply strengthens your brand. And it's never too early to start building your digital brand, so why not review your web content right now? Are the images fresh and the texts interesting? Is the offer updated and competitive? Many judge the book by its cover, so it can be good to review your web content now and then and ensure that it aligns with what your brand stands for. A strong and reliable brand is essential in turbulent times. 

Read more about SEO in shaky economic times: 

SEO during economic downturns

Traditional marketing vs digital marketing

"Quality Score" on Google Ads is an estimated measure of the quality of your ads, keywords, and landing pages. Google uses Quality Score as part of its algorithmic system to determine which ads appear on search engine results pages (SERPs) and how much advertisers pay per click. A higher Quality Score can lead to lower costs and better ad positioning over time.

What is Quality Score?

Quality Score (QS) is a score that Google assigns to each keyword in your Google Ads account, reflecting how relevant and high-quality your keywords, ads, and landing pages are. This score ranges from 1, which is the lowest, to 10, which is the highest.

Google uses this QS to determine your cost per click (CPC) and your ad placement. QS combined with your specified max bid determines your ad rank in the real-time auction that Google Ads conducts to decide ad placements. This means that even with a lower bid, your ad can be placed higher than competitors if you have a higher Quality Score, giving you an advantage in being more prominently visible in search results.

How do I improve my Quality Score on Google Ads?

Improving your Quality Score requires a combination of different optimization techniques:

Optimize ad groups

Ensure your ad groups are well-organized and focused around a specific service, product, or topic category. This helps to increase the relevance between keywords and ads.

Improve ad content

Write engaging and relevant ad texts that directly speak to your target audience's needs and desires. Include strong calls to action + relevant keywords.

Use relevant keywords

Choose keywords that are directly relevant to the products or services you are advertising for. Use keyword planning tools, such as Google's keyword planner to find suitable keywords and avoid using too broad or irrelevant terms.

Improve landing pages

Ensure that your landing pages, where you send visitors after seeing your ad, are optimized. Consider user-friendliness, loading times, and relevance in relation to your ads. The pages should provide clear and direct information about what the user can expect to find, without them having to search for information. They should therefore reflect your ad texts and align with the ad.

Increase your CTR

By optimizing your ads and the relevance of your ads, you can increase your click-through rate, which is an important factor in improving your Quality Score.

Use negative keywords

To prevent your ad from appearing for irrelevant traffic, add negative keywords to your ad groups or at the campaign level. This helps to focus your advertising on more targeted searches.

Test and adjust

Use A/B testing to try different versions of your ads and landing pages. Analyze the data and make necessary adjustments to continuously improve your results over time.

By focusing on these strategies and continuously monitoring and adjusting your campaigns, you open the door to increasing your Quality Score over time. Working with optimization can result in significantly lower costs per click and increased visibility for your ads on Google Ads. Have you come this far but feel that you need extra expertise or maybe don't have time for all the optimizations yourself? Contact us - we are here to offer you professional advice that can help you maximize your advertising performance on Google Ads. Let's work together to raise your Quality Score and take your campaigns to the next level.

For B2B companies, fund companies, and other businesses with websites in the EU (including Sweden), there are several important dates and events worth keeping track of in the coming months. Many of these are linked to legislation, regulations, and security requirements that affect digital platforms. Here are some of the key dates and events to note:

1. Digital Services Act (DSA) & Digital Markets Act (DMA)

• From February 17, 2024: Full implementation of the DSA begins, meaning that all websites and digital services within the EU must comply with strict rules to ensure transparency, content accountability, and user protection. This is especially relevant for larger B2B websites that handle user-generated content or facilitate digital services.

2. GDPR and Cookie Guidelines

• Continuous compliance checks during 2024: The EU has become stricter regarding compliance with GDPR and cookies. Several national supervisory authorities plan intensified inspections, and companies should be prepared for potential audits. This is especially true for fund companies handling customer information and other sensitive data.

3. MiFID II and MiCA (Markets in Crypto-assets Regulation)

• January 1, 2024: MiCA, regulating crypto-assets, comes into effect. For fund companies and other businesses managing investments and financial products, it is important to keep their websites updated with information on regulations for crypto-assets and how these products align with MiFID II and MiCA.

4. E-commerce and New Payment Standards

• September 2024: Deadline for implementing requirements related to SCA (Strong Customer Authentication) under PSD2. This affects e-commerce websites providing services to other businesses (B2B) where secure payment is critical.

5. NIS2 Directive

• Before October 2024: The EU's updated NIS2 directive comes fully into force, affecting all companies working with critical infrastructure, including digital services. NIS2 will require stricter cybersecurity measures for many B2B companies, especially those providing digital services or acting as suppliers of such services.

6. CSRD (Corporate Sustainability Reporting Directive)

• January 1, 2024: The requirement for larger companies to report sustainability data in accordance with CSRD. Companies' websites must be adapted to provide transparent and public information about environmental and social sustainability initiatives.

7. AI Act

• Expected implementation 2024: The new AI legislation imposes requirements on transparency and accountability when companies use AI. Companies offering AI-based services must adapt their web pages to clarify AI usage and any potential risks to users.

Other Important Events and Dates:

• January–March 2024: Planned supervision and evaluation rounds by the Data Inspection Authority regarding data protection officers and GDPR compliance in Sweden. Companies with digital platforms should be particularly careful to ensure their websites fully comply with GDPR.
• First quarter of 2024: Updates to the E-commerce Directive may affect companies selling digital products or services within the EU, where specific changes regarding consumer protection and information on websites may be relevant.

Google Tag Manager (GTM) is a tool that helps you track and understand how visitors use your website, without needing to dive into code. Here is a quick guide to help you get started easily:

Step 1: Create your GTM account

Go to the Google Tag Manager website and sign in with your Google account.

Click "Create Account" and fill in your account name and other details.

After creating the account, start by creating your first "container".

Step 2: Create your first "container"

Name your "container" and choose your timezone.

Click "Create" and done! Your first container is now ready.

Step 3: Add the GTM snippet to your website

Copy the GTM snippet displayed after creating your container.

Paste this snippet at the top of every page of your website, one code in the <head> tag and one at the top of the <body> tag.

Click "Publish" to activate the changes.

Step 4: Verify the installation

Return to the GTM interface and click "Preview".

Visit your website and ensure the GTM window appears at the bottom of the page.

Now you've installed GTM and are ready to start tracking and analyzing your website. The next step is to start adding other types of tracking codes and tags that might be interesting to collect user data and analyze behaviors over time. If you have any questions or concerns about setting up more advanced tracking in Google Tag Manager, we can help you along the way!

Google Consent Mode V2 - What is it and how do you fix it?

Consent mode is necessary to use on your website to comply with GDPR guidelines. "Google Consent Mode V2" is Google's updated version of consent mode and ensures that Google's tracking scripts, such as Google Analytics, adapt to comply with GDPR guidelines and other similar data protection regulations. 

Privacy and Valuable Data

One of the key features of Consent Mode is that it is flexible and allows tracking methods to be adjusted based on user consent. It both protects users' privacy and allows some statistics to be obtained even if the user chooses not to accept all cookies. If you use Google Analytics and/or Google Ads, you should definitely ensure that your website uses Google's Consent Mode V2.

How to Implement Google Consent Mode V2 on Your Website?

You can implement Consent Mode v2 with a third-party platform or with your own cookie banner that has the right settings. We at Sphinxly can help you implement Google Consent Mode V2 in your cookie banner. As in the example below in the image: you can choose to accept all cookies or only necessary ones. You can also see what choice you made.

Benefits of Consent Mode

Users gain control over their privacy and data collection. Consent Mode instills trust and improves the user experience on the website. At the same time, companies can gain access to important data for better analysis and marketing insights.

[Full disclaimer: Written with ChatGPT. Still interesting ✌️🏻]. The new Data Act is a legislative proposal from the EU aimed at creating a more unified and fair use of data across the EU. For a B2B company in Sweden with a website hosted by a Swedish web agency, it is important to understand how the Data Act affects data storage and data management, both regarding own systems and cooperation with third-party providers such as a web agency. Here are some key aspects to keep in mind:

1. What is the Data Act?

The Data Act is a legislative proposal from the European Commission aimed at regulating data flows and creating transparent data sharing between businesses, consumers, and the public sector. The goal is to increase the use of data in a way that is fair and strengthens competitiveness within the EU. The Data Act affects how data is generated, stored, and shared and also aims to create clearer rights regarding access to and use of data.

2. Data Ownership and Sharing Obligations

An important part of the Data Act concerns who owns the data and how it can be shared:

• Access to Data: The Data Act creates rights for users (both businesses and consumers) to access data generated by their use of connected products or services. If your company offers a digital product or service, the customer may have the right to access data generated through their use.

• Data Sharing between Businesses (B2B): The Data Act means that companies generating large amounts of data through their products may need to share it with other companies on reasonable and non-discriminatory terms. For a B2B company, this could mean that you need to open up certain data you generate to your business partners or customers.

• Protection of Trade Secrets: The Data Act attempts to balance data sharing with the protection of trade secrets. If your company shares data with other companies, you must take reasonable measures to protect sensitive information.

3. Data Storage and Infrastructure

The Data Act also affects how and where data is stored. Here are some aspects to consider:

• Choice of Cloud Provider: The Data Act proposes that companies should have the ability to easily switch between different cloud providers without incurring high fees or technical obstacles. If your company uses cloud services for data storage (e.g., AWS, Azure, or Google Cloud), it may be wise to review the agreements to ensure you have the flexibility to change providers if needed.

• Data Sovereignty and Data Location: There are also guidelines emphasizing EU data sovereignty. This means that certain types of data may need to be stored within EU borders or at least under EU-compliant conditions to ensure data integrity and protection. If your web agency or any third-party provider stores data outside the EU, this may require special considerations.

• Security Requirements and Compliance: Companies must ensure that the technical solutions for data storage meet security requirements to protect personal data and other sensitive information. The web agency must ensure that the website complies with security standards for data protection, especially regarding how customer data is stored and managed.

4. Privacy and GDPR Interaction

Although the Data Act focuses on data sharing and utilization, it is important to also understand how this interacts with GDPR:

• Personal Data: All data sharing must still comply with GDPR. If the data being shared contains personal data (e.g., contact information for your customers), you must ensure that data processing is done legally and in accordance with privacy regulations.

• The Role of the Web Agency: Since your web agency has access to the website and may be involved in data collection (e.g., via cookies or forms), they need to be informed about and comply with both GDPR and the new guidelines under the Data Act. This also means that you as a company must impose requirements on your providers to ensure they handle data correctly.

5. Preparations and Recommendations

To ensure compliance and take advantage of the Data Act, it is wise to:

• Inventory the data you handle: Review what type of data you collect and manage, and which may be covered by the Data Act. Also, assess how this data is shared with other companies or customers.

• Collaborate with the web agency: Discuss how data is handled via your website. Ensure that your data storage solutions, cookie management, and other collection processes are optimized to comply with both GDPR and the upcoming requirements of the Data Act.

• Develop clear data sharing policies: You may need to update your internal data sharing policies to reflect the requirements of the Data Act and ensure that business partners and customers understand how data will be shared and protected.

• Technical Preparation for Cloud Migration: If you use a cloud service, you should review the possibilities of migrating data between providers. This may require ensuring compatibility or standardization of data.

Conclusion

For a B2B company in Sweden with a website hosted by a Swedish web agency, the Data Act presents new opportunities but also challenges regarding data storage and sharing:

1. Data Sharing and Ownership Rights: Understand what rights your customers and partners have regarding access to data.
2. Data Storage Requirements: Ensure that cloud services and data management systems are compliant with EU requirements and allow for smooth migration.
3. The Role of the Web Agency: Work with your web agency to manage data collection, security, and publication in a way that complies with both GDPR and the Data Act.
4. GDPR and Security: Continue to have GDPR as a cornerstone in all data processing to avoid conflicts and ensure adequate privacy protection.

Being proactive with preparations and ensuring that partners and systems are updated with these new requirements is key to a smooth transition and to meeting the upcoming requirements.

[Full disclaimer: Written with ChatGPT. Still interesting ✌️]. NIS2 (Network and Information Security Directive 2), which is a revised version of the NIS directive, is designed to strengthen the security of networks and information systems in the EU. It came into force to meet new security challenges in an increasingly digitized world and has a broader scope compared to the previous directive. Regarding websites and sites hosted in Sweden, here is an overview of what is affected:

1. Key sectors: NIS2 covers organizations providing services within specific critical sectors. This includes energy, transport, banking, financial market infrastructure, healthcare, drinking water, sewage systems, digital infrastructure, public administration, and other similar critical societal activities. Websites belonging to these sectors are directly covered by NIS2.

2. Digital service providers: Companies offering digital services, including web services like hosting, cloud services, and search engines, are affected by NIS2. This means that if you have your site hosted by a service provider covered by the directive, there may be requirements for these providers to meet certain security measures.

3. Medium and large companies: A major change with NIS2 is that more companies are covered, including larger and medium-sized companies within the affected sectors, unlike before, where the focus was primarily on larger actors. This means that websites for companies operating in sectors covered by the directive may need to follow the requirements even if they are not of the same size as previously regulated actors.

4. Services used for society's vital functions: If a website or online platform is critical for maintaining important societal functions, such as a news site with high reach, a public portal, or a service for communication and emergencies, it is covered by the directive.

5. Hosting companies and cloud service providers: If the site is hosted by a Swedish hosting company that is also covered by NIS2 requirements (because it provides important digital infrastructure or cloud services), there are security requirements that the company must meet, which in turn affects the security standards for customers' websites.

Requirements and measures under NIS2:

To comply with NIS2, websites and their operators must implement a number of security measures, such as:

• Risk management and security policy: Applicable security measures based on risk assessment.
• Incident reporting: Rapid reporting of security incidents, usually within 24 hours of discovery.
• Resilience and continuity: Maintaining operations even during security incidents.
• Security audits: Regular security audits and evaluations.

In practice, this means that if you have a website hosted in Sweden and it falls under one of the aforementioned categories, or if your hosting provider is an actor covered by NIS2, you must ensure that relevant security measures are in place.

In summary, primarily websites within critical sectors or those providing vital societal services are affected, but also companies offering digital services such as hosting and cloud services are covered by the requirements in NIS2.

You might have heard of “link power” or “off-page optimization” and wonder if it's something for you? It's good to think about it since Google includes links as a factor in its algorithm when assessing how strong and trustworthy a website is. 

How to Get Links?

Natural Links

By creating good content that many want to access, refer to, and also share, you get natural links from other websites. Depending on what kind of website the link comes from, it is worth different amounts. Think of it as having both very influential and less influential friends. If an influential friend recommends you, that recommendation is quite valuable. It's the same with links. But even if you get many links from websites that may not be super large or very strong, it's still good, in other words, you've created valuable content that is appreciated and will not go unnoticed. Keep it up. 

Ask for Links

Asking someone to link to your website (outreach) has become increasingly common. You might have put in some effort to create valuable content and want it to be found by relevant people. Then you can turn to your network or other relevant forums and tip them about your content and ask if they would consider adding a link on their platform to your webpage. In certain industries, there are also directories, industry magazines, and forums where you can register for free and get links to your website. 

Buying Links

Now we're getting into a slightly more complex topic. Overall, Google doesn't like it when you buy links to “manipulate the results”. At the same time, it's perfectly fine to pay Google and have them link to your website (sponsored links on Google). Some think it's completely wrong to buy links, while others believe that Google (and other search engines) don't own the internet and that you can do as you please. But one thing we can state is that links usually have an effect. However, we still want to urge caution if you choose to buy links. 

Are All Links Good?

No, not all links are good. Some links are of poor quality (come from bad sites), and the risk is that you pay but get nothing for it. But it might even be that some links are classified as spam by Google, which can lead to your website losing some of its credibility. In the absolute worst case, your website can be downgraded in the search results. We are not against buying links, but as with everything else: you get what you pay for. 

Tips Before You Start Chasing Links

One tip is not to make the rookie mistake of building/buying links to a website or webpage that has subpar content. If you have too little information or uninteresting content, the links are pointless. Rule of thumb: Optimize first, then link.

Some may have noticed changes in their website rankings recently, either up or down. This may be due to Google rolling out a number of major changes to its algorithm from March until May 5, 2024. Here is a brief summary of the updates and some tips along the way.

Background to Google's core update in March

Since 2022, Google has been working to reduce plagiarism/rewording of others' original texts and identify content that is not particularly useful and is primarily created for search engines rather than real users. Now, they are taking this work to the next level and making significant changes to the algorithm itself. As of May 5, 2024, Google has completed the rollout of the updates, which according to Google has resulted in a reduction of as much as 45% of low-quality, non-original content in search results.

Latest Google update in brief

Google is making changes to its ranking system to prioritize the most useful information and reduce plagiarized or largely copied content in search results. They also want to address large-scale auto-generated content for search result manipulation. Google is strengthening its policy to target large-scale content creation, either through automation, human efforts, or a combination of both, to manipulate the search engine.

Google is updating its policy to more strongly combat various tactics used by spammers to manipulate search results. This includes the method of reusing expired domains/websites for spam and other low-quality content:

• Abuse of websites' strong authority: Google will now review third-party content that exists on reputable websites with a high domain rating. Content that doesn't really belong there but is exploited in the same way as spam.

• Abuse of expired domains: Google will treat expired domains that have been reclaimed and loaded with low-quality content solely for the purpose of increasing search ranking, as spam. This may mean that links from such websites lose their link value.

The purpose of the updates, according to Google, is to improve search quality and provide users with useful and relevant information. Read more in-depth about Google's March-May updates here.

What should you do as a site owner to be prioritized by search engines?

• Create useful and original content, don't just repeat everything everyone else is writing about
• Create content for real users and not primarily for search engines
• Have a navigable, user-friendly, and fast website
• "Does it spark joy?" - Make the content interesting, appealing, and pleasant
• Optimize the content on the website for search engines according to Google's SEO guidelines. 
• Regularly review the website to ensure it feels updated, modern, and attractive
• Publish reviews, customer ratings, and recommendations from real verified users
• If you buy links, carefully review what kinds of links you purchase to ensure those websites are not classified as spam by Google

Good luck!

DORA (Digital Operational Resilience Act) applies to a broad range of financial companies in Sweden and other EU countries. 

Here is an overview of which companies are covered by DORA:

• Banks
All types of banks, including commercial banks and savings banks.

• Insurance companies
Companies offering various types of insurance.

• Investment firms
Companies managing investments, including fund management companies and asset management firms.

• Payment institutions
Companies providing payment services.

• E-money institutions
Companies issuing electronic money.

• Credit institutions
Companies offering credits and loans.

• Securities firms
Companies trading in securities.

• Pension funds
Managers of pension funds.

• Critical ICT service providers
Providers of information and communication technology (ICT) critical for financial companies' operations.

What is DORA?

In short: A new EU framework for managing digital risks in the financial sector.

Aims to strengthen the digital operational resilience of financial companies against cyber threats and IT incidents.

Applies to a broad range of financial companies, including banks, insurance companies, investment firms, and critical ICT service providers.

Requires ICT risk management, incident reporting, resilience testing, and third-party risk management.

Entered into force on January 16, 2023, but companies have until January 17, 2025, to implement the requirements.

Creates a unified regulatory framework for the entire EU, harmonizing previous practices regarding cybersecurity in the financial sector.

DORA thus represents a significant change in how financial companies must manage their digital risks and security, aiming to create a more resilient financial sector in the EU.

What should financial companies consider regarding the web?

For a website covered by DORA to become compliant, it needs to implement several concrete measures. Here are some of the most important things to focus on:

1. Robust security architecture

1. Implement strong encryption for all data traffic (HTTPS)
2. Use secure authentication methods, such as multi-factor authentication
3. Ensure all sensitive data is stored encrypted

2. Regular security testing

1. Conduct penetration tests at least annually
2. Perform continuous vulnerability assessments
3. Implement automated security scanning of the code
   
   

3. Incident management and reporting

1. Establish a clear process for detecting and managing security incidents
2. Have systems in place to quickly report serious incidents to relevant authorities
   
   

4. Updated risk management

1. Conduct regular risk assessments of the website and its components
2. Document and continuously update risk management processes
   
   

5. Third-party management

1. Review and ensure all third-party providers (e.g., hosting solutions, API providers) meet DORA's requirements
2. Include DORA-specific clauses in agreements with providers
   
   

6. Logging and monitoring

1. Implement comprehensive logging of all activity on the website
2. Set up systems for real-time monitoring of security-related events
   
   

7. Recovery planning

1. Develop and regularly test a business continuity and disaster recovery plan
2. Ensure there are redundancy and backup solutions for critical systems
   
   

8. Training and awareness

1. Conduct regular security training for all personnel managing the website
2. Create clear guidelines and policies for the safe use and maintenance of the website
   
   

9. Documentation and traceability

1. Establish detailed documentation of the website's architecture, security measures, and processes
2. Ensure traceability in all changes and updates to the website
   
   

10. Information sharing

1. Establish channels to share information about cyber threats and vulnerabilities with other actors in the sector

[Full disclaimer: Written with ChatGPT. Still interesting ✌️🏻]. The AI Act (Artificial Intelligence Act) aims to regulate the development and use of artificial intelligence to ensure safety, transparency, and the protection of fundamental rights. It has broad application and covers many areas where AI is used. Here is an overview of how the AI Act may affect websites hosted in Sweden:

1. Websites using AI for interaction or decision-making

• Chatbots and virtual assistants: If your website uses AI for customer service or chatbots to interact with users, it is affected by the AI Act. According to the law, users need to be informed that they are communicating with an AI system.

• Recommendation systems: Websites using AI algorithms for recommendations, e.g., product recommendations on e-commerce platforms, may also be covered. The AI Act prescribes transparency requirements, meaning users must be informed when AI is used and how it affects them.

2. Websites collecting or analyzing data with AI

• Data collection and profiling: Websites using AI to analyze user data and build profiles, e.g., for personalized advertising, may be covered. The AI Act prescribes that users should have the opportunity to understand how their data is used and gain insight into the process behind personal profiles or recommendations.

• Risk assessment and filtering: If AI is used to analyze content, such as moderating comments, detecting hate speech, or filtering unwanted content, such applications may be affected by the AI Act. This type of AI use requires specific measures to ensure that the systems do not discriminate or otherwise misuse users' rights.

3. Websites in certain high-risk sectors

The AI Act categorizes certain AI applications as "high-risk." If a website conducts business or offers services involving high-risk AI usage, they are subject to specific requirements, such as:

• Healthcare information: If a website offers medical advice or diagnoses using AI.
• Education and recruitment: Websites using AI for admission tests, grading, or recruitment must comply with the high-risk requirements set forth in the AI Act.

4. Websites that are part of digital platforms

Large online platforms, such as social networks or e-commerce marketplaces, are subject to specific rules for AI systems because they impact many users and have a wide reach. If a Swedish website is part of a larger network or marketplace that applies AI for ranking, sorting, or content moderation, it must comply with the AI Act's requirements for transparency and accountability.

5. Services where AI is used to make automated decisions

• Automated decisions affecting rights: If AI systems are used on websites to make automated decisions affecting people's rights, such as credit assessment or access to services, strict rules apply to ensure transparency and the right to appeal.

Requirements for websites covered by the AI Act

Websites affected by the AI Act must follow a range of measures and requirements:

• Transparency: Users must be informed when interacting with an AI system. If a chatbot is used, it must be clear that it is an AI and not a human.
• Risk management: For high-risk AI applications, risk management systems must be in place to minimize the risks associated with AI use.
• Data quality: High-risk AI applications must use data that is of sufficient quality and non-discriminatory.
• Human oversight: High-risk systems should be designed so that humans can monitor and intervene if necessary.

Summary

The AI Act affects websites using AI in interactive tools (e.g., chatbots), user data analysis, or AI-based decision support systems. This applies to both companies providing services in high-risk areas, such as healthcare or recruitment, and e-commerce platforms or social networks using recommendation algorithms. All actors using AI systems need to ensure that they comply with the rules on transparency, accountability, and risk management to meet the AI Act's requirements.

If your website uses AI in any way, even indirectly through a third-party provider, it is important to ensure that these AI applications comply with the regulations to avoid sanctions.

What is the difference between Google Analytics 4 (GA4) and Universal Analytics 3 (UA) and how should one be able to analyze the data in GA4?

Read our article about the differences between Google Analytics 4 (GA4) and Universal Analytics (UA), especially in how data is modeled and reported.

GA4 and UA: A Comparison

GA4 uses an event-based data model that differs from UA’s pageview-based model, which affects data collection and reporting. GA4 introduces new concepts such as active users, sessions, views, and engagement rate, and handles conversions and events differently compared to UA.

Reasons for Differences in Numbers Between GA4 and UA

In GA4, data access is delayed, which can mean that some data, such as attribution to traffic sources, can be delayed up to 7 days. GA4 estimates the number of sessions, unlike UA. Conversions in GA4 can be counted multiple times during the same session, and sessions do not end at midnight as in UA. This results in some metrics changing or being introduced, such as active users, while others like unique pageviews disappear.

Key Data Elements in GA4

Active Users

Universal Analytics showed Total Users (displayed as Users) in most reports, while GA4 focuses on Active Users (also displayed as Users). The term Users is thus the same, but the calculation of the metric differs, as UA uses Total Users and GA4 uses Active Users. 

Depending on how often users return to your website, the Total Users metric in UA and the Active Users metric in GA4 may be more or less similar. 

Sessions

Displays the total number of sessions that occurred during the period. A session begins when a visitor enters the site and usually ends after 30 minutes of inactivity.

The number of sessions in GA4 may be lower than the number of sessions in UA. The reason is that GA4 does not create a new session when the campaign source changes in the middle of the session, which UA does.

For example, if a session spans over a day boundary, such as if it starts at 11:55 PM and ends at 12:05 AM, it is considered a single session but counted once per day.

Views

GA4 counts views as the total number of pages and app screens viewed, unlike UA which included unique pageviews. Unique pageviews are thus completely removed in GA4.

Now, the total number of pages viewed is looked at, repeated views of a single screen or page are counted.

Average Time per Session

Displays the average time per session from organic search. 

Engagement Rate

The engagement rate is the percentage of engaged sessions on your website or app. The bounce rate is the opposite of the engagement rate. It represents the percentage of sessions that were not engaged sessions.

In other words, you can use the engagement rate to measure the percentage of visits to your website or app that involved some form of meaningful engagement.

Example

A user visits your website, reads content for less than ten seconds, and then leaves the website. While they were on your website, they triggered no events and visited no other pages.

This does not count as an engaged session because the user did not meet any of the criteria for an engaged session (the session was shorter than ten seconds, no conversion event occurred, and there were not at least two page or screen views). If this was the only session on your website, the engagement rate would be 0% and the bounce rate 100%.

Conversions

In GA4, all conversions are measured via events, unlike UA which used goals and e-commerce transactions.

Number of Events

Displays the total number of events that occurred on the site. You can create custom events in GA4 when there are no other events suitable for the current situation. Custom events do not appear in most standard reports (in GA4). Therefore, you must create custom reports to get meaningful analyses. To create a custom report, go into "Explore" in GA4 and create your own report and link different parameters, based on the data you want to obtain.

Events per User

Displays the average number of events per user.

[Full disclaimer: Written with ChatGPT. Still interesting ✌🏻]. In 2025, there are several important regulations, trends, and technical requirements that will impact B2B companies, fund managers, and other organizations with a digital presence in the EU, including Sweden. Here are the most significant things to keep an eye on in 2025. (Click on the headings to see how you are affected).

1. NIS2 Directive - Full Implementation

• Early 2025: NIS2 directive, which pertains to cybersecurity within critical infrastructure and digital services, is expected to have full implementation and compliance checks in 2025. This means stricter requirements for risk management, incident reporting, and increased security in supply chains, affecting many B2B companies.

2. Artificial Intelligence Act (AI Act)

• First half of 2025: EU AI Act is expected to be fully implemented, meaning companies developing or using AI solutions must adhere to strict rules on transparency, safety, and ethics. B2B companies and fund managers using AI for automated decisions or customer management must be particularly vigilant about these requirements.

3. Sustainability Reporting Requirements according to CSRD

• From 2025: According to CSRD (Corporate Sustainability Reporting Directive) even medium-sized companies must start reporting sustainability information. Companies need to update their websites and other public communication channels with details about environmental and social sustainability goals and impacts.

4. Data Act and Data Storage

• 2025: EU Data Act comes into full force, introducing new rules for data sharing between companies, data storage, and data management. B2B companies collecting or using large amounts of data need to ensure compliance, especially regarding data sovereignty and data sharing rights.

5. Consumer Rights and B2B

• 2025: New updates within consumer protection directives may also affect companies providing services and products to other businesses, especially if their customers are small businesses that can be considered consumers. Websites should ensure that terms and return policies are clear and adapted to the new laws.

6. Digital Euro and Payment Solutions

• Mid 2025: The EU is expected to continue its pilot projects and potential launch of Digital Euro, which will impact payment solutions. Fund managers and B2B platforms should consider how this can be integrated into their payment infrastructure and inform their customers on how they handle digital currency.

7. Encryption and Data Protection - E-Privacy Regulation

• During 2025: E-Privacy Regulation complementing GDPR is expected to be fully in place. It entails stricter requirements for cookies and tracking, as well as rules for e-communication. Companies must review their privacy settings and ensure that data collection is in line with the new requirements.

8. Accessibility according to the European Accessibility Act

• June 2025: Full implementation of the European Accessibility Act which requires all digital services and products to be accessible to persons with disabilities. This affects the design of websites, apps, and digital platforms to ensure they meet accessibility standards.

9. Digital Identities – EU ID Wallet

• 2025: Launch of the European digital identity, EU ID Wallet, is expected to begin taking shape. Companies may need to integrate this digital identity solution into their systems and digital platforms to enable easy identification and authentication of users.

10. Preparations for Post-Quantum Encryption

• Towards 2025: As quantum technology rapidly evolves, companies will need to review their data security and start preparing to implement Post-Quantum Encryption to protect their sensitive data from future quantum computer attacks.

Technological Trends to Consider

• Automation and Digital Twins: Many B2B companies are investing in automation and digital twins to streamline their operations. Websites may need to be updated to accommodate these technical changes and how they improve services.
• Hybrid Work: Continued shifts in work patterns necessitate supporting hybrid work environments. B2B platforms may need to enhance their infrastructure to support remote workers and collaboration among distributed teams.

In summary, 2025 is a year where digital platforms and companies in the EU need to be extremely diligent in complying with the growing list of regulations and requirements on security, data management, sustainability, and accessibility. Companies should prioritize keeping their websites and digital systems updated to comply with these new regulations and be proactive in implementing future technical requirements.

Have you received a similar email from Google Ads as shown in the image? It says "Adopt Consent Mode to preserve audience functionalities", which means that if you DO NOT do it, you will lose certain functions in Google Ads.

What is Consent Mode?

We have covered this in another blog article: Google Consent Mode V2.

In short, it ensures that scripts and cookies comply with GDPR guidelines and other data protection regulations.

You must ensure that your website has this. You can purchase it from a third party, or your web agency can provide it for you, as we do.

How do I "Adopt Consent Mode" in Google Ads?

Once you have ensured your website has Consent Mode, you may need to make a change in your Google Ads account to avoid losing some functions. It can be a bit tricky, and we can help you do it if we manage your Google Ads. But if you want to do it yourself, here's how:

1. Go to your Google Ads account and click "Tools" in the left menu, then click "Data manager" in the dropdown menu.

2. Click on the tab "Consent settings" and click "Manage" at the option "Default consent settings".

3. Select the option "Yes, Automatically mark this data as consented" and click Save.

Done!

[Full disclaimer: Written with ChatGPT. Still interesting ✌🏻]. 

Corporate Sustainability Reporting Directive (CSRD) is a new EU regulation aimed at ensuring that companies report transparently on their impact on sustainability issues, such as environment, social factors, and governance (ESG). If you are a B2B company in Sweden with your website hosted by a Swedish web agency, there are some important things to be aware of:

1. Who is covered by CSRD?

CSRD primarily applies to larger companies but expands its scope compared to previous legislation (NFRD) to cover more companies:

• Large companies that meet two out of three criteria:
  • More than 250 employees.
  • Turnover over 40 million euros.
  • Balance sheet total over 20 million euros.
• Listed small and medium-sized enterprises (SMEs), but with certain reliefs and longer timelines for implementation.

If your company meets any of these criteria, you are directly covered by CSRD. Also, companies that are part of a larger international group may be affected if the parent company is subject to CSRD requirements.

2. Reporting requirements

CSRD imposes requirements for reporting non-financial information in a significantly more detailed and standardized way than before. Here are some key points:

• Double materiality: You need to report both how sustainability factors affect the company (financially) and how the company affects the environment and society (external impact).
• Standards: The reporting standard will follow European standards being developed by EFRAG (European Financial Reporting Advisory Group). These will require information on environment, social aspects, human rights, and governance.
• Digital reporting: Reports must be digitally accessible in a common format to facilitate comparability and analysis, which may require some technical adaptation on the company's website.

3. Adaptations for Web Agency and Website

Since your company has a website, and the web agency is an important partner, the following aspects are relevant:

• Public Sustainability Reporting: CSRD requires sustainability reports to be easily accessible to the public. Your web agency needs to ensure that the reports are available on the website, which may involve creating a dedicated section for sustainability or ESG reports.
• User-friendliness and Transparency: The reporting should be clear and user-friendly. This means that your web agency may need to work on layout and navigation to ensure that the information is easily accessible and understandable to various stakeholders.
• Digital Format: CSRD requires reporting in a machine-readable format that can be used for comparability at the EU level. This means that the web agency may need to adapt the website to enable file downloads in the correct format (e.g., XHTML or other machine-readable format).

4. Sustainability Communication and Marketing

As a B2B company, sustainability reporting can also become part of marketing. It may be important to:

• Integrate sustainability work into the company profile: Your website should highlight sustainability initiatives and the company's work in social and environmental responsibility clearly, which can attract both business partners and customers.
• Ensure GDPR compliance: If you collect data on suppliers or other partners, make sure that your web agency helps you keep this information in line with GDPR. Sustainability data may sometimes include data on third parties that may also fall under data protection laws.

5. Timeline and Forward Planning

• Timelines: CSRD will apply gradually, and companies must prepare well in advance. Larger companies will need to start reporting in 2024 (for the fiscal year 2023), while listed small and medium-sized enterprises have until 2026.
• Implementation support from Web Agency: Discuss early with your web agency how they can support CSRD implementation, especially concerning technology and communication on the website.

6. Supply Chain Requirements

Even if your company is not directly covered by CSRD, you may be indirectly affected by being part of other larger companies' supply chains. Larger customers may require you to report certain sustainability data to them. Therefore, it may be valuable to have a plan for how you can collect and provide such data.

Conclusion

For a B2B company in Sweden working with a Swedish web agency, CSRD primarily entails a need to:

1. Understand the scope of the directive and whether it applies to your company.
2. Prepare sustainability reporting according to the standards set by the EU.
3. Collaborate with the web agency to ensure that reports are presented in a correct and accessible manner.
4. Adapt the website for transparency and user-friendliness in terms of sustainability communication.

Starting early to work with sustainability issues, even if you are not directly covered by the requirements today, can provide competitive advantages and strengthen relationships with customers and partners who highly value sustainability work.

Managing references, customer quotes, or testimonials on the web is a great way to create trust and build confidence - but it can also mean difficult administration, or that formatting of text, images, margins, etc. becomes awkward - if you build it with tables or try to create a list. 

The way we do it ourselves - and as we usually recommend, is to create a custom content type for testimonials, in order to then be able to reuse the data and quotes in different ways - but also to standardize the display, make it easier to manage (and rearrange) - and be able to ensure that the layout and design looks as we want - regardless of the device the visitor is using.

Each "card" has a number of simple data fields, which can be filled in quickly and smoothly. Each card can then be related to a specific group, or used for different types of layouts and occasions.

For you as a developer: This is what the configuration looks like in Easyweb Studio:

"What we have done is first define an article template in easyweb called "Testimonials". For this, we then create the fields for inputs that will be needed for the content. From these inputs, we then retrieve the filled content and code how it should look when displayed on the website"

By not only talking yourself, but letting your partners, colleagues, and customers tell about your collaborations and results, you create a website that is engaging and interesting - and not just focused on what you say yourself. It is easy for it to become quite a lot of "we, we, we" textually when trying to convey your message and communicate about your offers. :)

PS, the same technical solution can of course be used on all types of content that should be related. In older Easyweb versions, the "puff" module was used for that type of content, but with the new Flex tools, completely new types of content solutions can be created that are also intuitive and easy to work with for the end user / website owner. 

In the digital era, internet visibility is crucial for business success. An agency can be your secret weapon in the battle for top positions in Google search results. One of the most effective strategies to increase your website's authority and thus support your SEO efforts is by creating inbound links from credible and reliable third-party sites. This is called "link power," and here we reveal how you can leverage this power to your advantage.

Link Power is the Cornerstone of a Successful SEO Strategy

Link power refers to the process of creating inbound links (also known as backlinks) from other websites to your own. These inbound links signal to search engines like Google that your website is relevant and reliable, which can lead to higher rankings in search results. But not all inbound links are created equal; the quality and relevance of linking websites play a crucial role.

Annual Subscription Focused on Quality Links

Sphinxly offers a comprehensive annual subscription with a minimum commitment period of one year, specifically designed to build your website's link power. Our setup includes:

One-Time Effort for Optimization Suggestions: We start by analyzing your target page to identify areas for improvement. Through a simpler keyword analysis and optimization of titles, subheadings, and body text, we lay the foundation for effective inbound links.

Implementation of Optimization Suggestions: After our initial analysis, we implement the improvements to ensure that your website is optimized for both users and search engines.

SEO Tips: To further strengthen your website's position in search results, we provide concrete tips on how you can improve your website's content. These insights are shared in the form of a PDF along with a detailed review of our optimization.

Quality Links Over the Year: During the subscription period, we will ensure a steady stream of quality links directed to your target page, distributed over the year to gradually build your website's authority.

Q-Reports: We offer regular reports so you can track your website's progress. If necessary, we can also assist with the installation and configuration of Google Analytics 4 and Google Tag Manager.

Year Two and Beyond: Continued Link Building and Monitoring

After the first year, we continue on the same successful path by providing quality links and regular reports. Our method ensures a long-term improvement in your website's visibility and authority.

Investing in link power through a strategic partnership with an agency is a wise investment for businesses looking to strengthen their online presence. By focusing on quality inbound links from credible sources, you can ensure that your website not only reaches top positions in search results but also maintains its position over time. Contact us today to start your journey toward increased website authority and visibility.

Part 2: What Can I Do Myself?

Guide to Link Power: How to Build Authority and Support Your SEO Efforts

Improving your website's visibility and traffic is a continuous process that requires patience, strategy, and not least, a deep understanding of SEO (search engine optimization). A central part of this work is to build link power. This guide is intended to inspire and inform you on how you can take advantage of link power to strengthen your website's SEO efforts. And while there are many benefits to hiring an agency, there is also a lot you can do yourself.

Understand the Value of Link Power

Link power, or the power of inbound links, is one of the most important factors for SEO. Inbound links, especially from authoritative and relevant websites, signal to search engines that your website is important and trustworthy. But how do you start?

Step 1: Create Valuable Content

The first step is to create content that others want to link to. It can be anything from in-depth guides, unique surveys, to inspiring blog posts. Consider what would be of value to your target audience and what could make others in your niche want to share your content.

Step 2: Keyword Research

To get your content found, you need to understand what keywords your target audience is using. Use tools like Google Keyword Planner or other SEO tools to find relevant keywords that you can include in your content, titles, and meta tags.

Step 3: Build Relationships

Networking and building relationships with other websites and influencers in your niche can be incredibly valuable. By engaging in the community, sharing others' content, and inviting collaborations, you can create natural opportunities for inbound linking.

Step 4: Guest Blogging

Another effective strategy is to write guest posts for other blogs or websites in your niche. This not only provides valuable inbound links but also exposure to a new audience.

Step 5: Use Social Media

Activity on social media cannot directly affect your SEO, but it can increase the visibility of your content and encourage shares and links from other websites.

Step 6: Monitor Your Links

Use tools like Google Search Console to monitor which websites are linking to you. This can provide insights into which content is performing best and which strategies are most effective.

When to Consider an Agency?

While much can be done on your own, there are situations where expertise from an agency can be invaluable. An agency can, for example, assist with:

• Advanced keyword analysis and SEO strategy
• Optimization of the website's technical SEO
• Creation and implementation of a link-building strategy
• Analysis and reporting of SEO performance

Building link power is a long-term investment in your website's health and visibility. By following these steps and possibly collaborating with an agency for more advanced needs, you can create a strong foundation for your website's success in search engines.