What is SEO? A complete guide to search engine optimisation in 2026

Definition

SEO – search engine optimisation – is the process of making your website easy for search engines and AI answer engines to find, through technical structure, relevant content and digital authority. The goal is not more traffic but the right traffic – the kind that turns into business.

In practice, modern SEO comes down to four things that have to work together: technology – the website is fast, indexable and structured so that Google and AI models can read it; content – pages that answer real questions better than your competitors' pages do; domain authority – other credible sources link to and mention your brand; and AEO – content structured so that ChatGPT, Claude and Google AI Overviews, for example, cite you rather than your competitor.

This guide covers the whole discipline in six thematic parts, plus measurement, common mistakes and a concrete checklist. It is written for anyone who wants to understand how SEO works in 2026 – not how it worked in 2018.

What is SEO?

SEO (search engine optimisation) is the work of making a website visible in organic search results and in AI-generated answers. It is the sum of the technical, content and brand-related work that together shapes how search engines and language models assess a website.

SEO is not a channel where you buy traffic. It is a discipline for earning visibility over time, which makes it fundamentally different from paid channels – and usually more cost-effective over a 12-month horizon.

What does SEO stand for?

SEO stands for search engine optimisation. The abbreviation is usually pronounced letter by letter, "ess-ee-oh". It means the work of making a website visible in search engines' organic results and in AI-generated answers, without paying for the placement.

What is SEO optimisation?

"SEO optimisation" is a common search phrase, but strictly speaking a tautology: the optimisation is already in the abbreviation (search engine optimisation). What most people mean is simply search engine optimisation – the same thing as SEO. We use the phrase here because many people search for it, but in day-to-day work we say SEO or search engine optimisation.

What is the difference between SEO and search engine optimisation?

None. SEO and search engine optimisation mean the same thing. SEO is the abbreviation, search engine optimisation the full term. We use both – Google and AI models understand that they are synonyms.

Worth noting: keyword optimisation is not the same thing. Keyword optimisation is a specific task within on-page SEO – choosing the right keyword and adapting a single page's content, headings and metadata to it. SEO is the whole discipline; keyword optimisation is one of its components.

SEO vs SEM vs PPC

Three terms that are often mixed up:

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The question we are asked most often is "should we do SEO or PPC?" The answer is almost always both, but in different phases. PPC gives immediate visibility and suits time-limited campaigns or dominating commercial search terms where organic competition is fierce. SEO builds an asset that keeps delivering when the ad budget is paused. For most of our clients, SEO is the foundation and PPC the complement.

A short history

SEO has existed for as long as search engines have – but the discipline has changed fundamentally three times:

1. Early SEO (late 1990s to the mid-2000s): Sheer volume of keywords and links. Whoever stuffed in the most keywords won. A spam-fest.
2. Modern SEO (the 2010s): Google became semantic – Hummingbird, RankBrain and BERT taught the search engine to understand intent, not just the words. Content quality and E-E-A-T became more decisive.
3. AI-era SEO (2024 onwards): AI Overviews, ChatGPT and Perplexity have become new interfaces between users and information. SEO is now complemented by AEO – the work of appearing in AI answers.

We are now in the third phase. That does not mean classic SEO is dead – quite the opposite. The era of AI search depends on a well-built SEO foundation to work.

How does SEO work? The three steps search engines take – plus a fourth

To understand SEO you need to understand how search engines actually work. It is a three-part chain:

Step 1: Crawling

Search engine robots – Google's is called Googlebot – follow links between pages and collect information. For a page to be ranked, it first has to be found. This is crawlability. Obstacles such as a convoluted URL structure, a blocking robots.txt, broken internal links or slow response times mean that robots either cannot find your pages or do not get round to them.

Step 2: Indexing

After crawling, the search engine decides whether the page should be stored in its index – the database used to answer search queries. A crawlable page is not automatically indexed. Search engines are selective, based on uniqueness, quality, duplication and technical signals. Indexing is therefore a separate issue from crawling – and indexing problems are one of the most common reasons a page does not show up in Google at all.

Step 3: Ranking

When someone searches, the search engine judges which indexed pages best answer the query. Hundreds of signals are weighed together: relevance, authority, technical performance, user signals, location. The result is shown in the SERP – the search engine results page.

Step 4 (new): The AI layer

On top of the three classic steps, AI models add a fourth layer. Services such as ChatGPT, Perplexity, Claude and Google AI Overviews generate answers by retrieving information from several sources and synthesising it. The mechanism is often called query fan-out – the AI breaks the user's question down into several sub-questions, retrieves information for each one and weaves together an answer.

This fourth layer does not change the first three steps – but it changes what happens after them. Websites that are well indexed and rank high have the best chance of being cited in AI answers. Websites that are not do not appear at all.

The four pillars of modern SEO

All SEO with a lasting effect rests on four legs. Weaken one and the whole structure weakens – which is why "quick fix" offers fail so often: they address one leg and hope the others keep up.

Technical SEO

Technical SEO is the infrastructure that has to work before content and link building can deliver any results at all. It is invisible work – visitors will never notice most of it – but without it you will not rank.

The most important areas:

• Crawlability – robots.txt, sitemap, internal linking, server response times. If Google cannot find the page, the quality of the content does not matter.
• Indexing – controlling which pages are and are not indexed. Thin pages, duplicates and staging environments do not belong in the index.
• Core Web Vitals – Google's framework for how fast and stable a page feels. The main metrics are LCP (largest contentful paint), CLS (cumulative layout shift) and INP (interaction to next paint). Since replacing FID in 2024, INP has been the most sensitive metric for modern, interaction-heavy websites.
• Page speed – page speed is not just a technical metric; it is a business metric. According to Deloitte and Google (2020), a mobile page that loaded 0.1 seconds faster produced 8.4 per cent more conversions in retail and 10.1 per cent in travel.
• URL structure – clear, semantic URLs that signal hierarchy. /glossary/seo signals category and content. /page?id=4823 signals nothing at all.
• Schema markup and structured data – machine-readable markup that translates content into a language search engines and AI systems understand directly. Whether a page is an Article, a Product or an FAQPage is important information for Google – and you make Googlebot's job easier by telling it.
• Hreflang – for multilingual websites, the signal about which language version should be shown in which market.
• 301 redirect – when URLs move, the authority has to move with them. A 301 is a permanent redirect that passes link equity to the new address.
• Mobile and responsive design – for several years, Google has primarily indexed the mobile version. Mobile is not an add-on format; it is the default.

On-page SEO and content

On-page SEO covers everything that is visible and experienced on the page – from headings and text to how the content matches the searcher's intent. This is where keyword research meets editorial craft.

The foundation is search intent – why does someone search for a specific phrase? A person googling "best CRM" is at a different stage from someone googling "what is CRM". Similar queries, completely different needs. Understanding intent matters more than understanding search volume.

Concrete on-page elements:

• Keyword research – not just what people search for, but the intersection of what they search for, what you can realistically rank for and what drives business.
• Keyword optimisation – the specific task of matching a page to a primary keyword. One page – one primary focus.
• Title tag – the HTML element <title> shown in the SERP. The single strongest on-page signal of what the page is about.
• Meta description – not a ranking factor, but it affects how many people click your result.
• Semantic heading structure – H1, H2, H3 in a logical hierarchy. The point is not to stack keywords but to build a chain of thought that search engines and AI models can follow.
• Internal linking – one of the most underrated SEO components. Internal links steer how Google distributes link juice between pages and how AI models understand the connections between topics.
• Long-tail keywords – more specific, lower volume but often higher purchase intent. In the AI era, long, context-specific questions are becoming the backbone of visibility, not a niche strategy.
• Landing pages – a landing page is a standalone page with a single purpose. The combination of the right keyword, a clear CTA and focused content is often the difference between a visitor and a lead.
• Above the fold – what the visitor sees first sets the tone, and if you answer the question your page addresses straight away, you increase the chance of being cited by AI.

Topical authority and topic clusters take the content strategy a step further – more on that below.

Off-page SEO and authority

You can build a technical foundation and write excellent content and still not rank. What is often missing is authority – signals from the outside world that you are a reliable source.

Authority comes down to three things:

• Backlinks – links from other websites to yours. One link from a strong, relevant domain is worth more than a hundred from weak or irrelevant ones. Quality over quantity is not a cliché – it is an equation.
• Domain authority – a combined measure of how strong a domain is, based on link profile, history and signals. Not an official Google metric, but a useful proxy.
• Brand mentions – mentions of your brand, even without a clickable link. Google has become better at interpreting context, and consistent mentions in relevant contexts now work almost like links.

Then there are citations – when AI systems explicitly refer to you as a source – and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), Google's framework for assessing credibility. For content in YMYL (Your Money or Your Life) areas – medicine, finance, law – E-E-A-T carries extra weight. We explain how brands have become an increasingly visible factor in both search and AI answers in Preferred Sources – why brand recall determines visibility.

One off-page discipline that has grown fast is social media SEO – being visible in the discussions on Reddit, YouTube and Quora where brands are built and AI models pick up consensus. We have written a separate walkthrough of how to use Reddit, YouTube and Quora to strengthen your brand.

A clear dividing line: white hat SEO follows the search engines' guidelines. Black hat SEO tries to manipulate them. The latter sometimes brings quick results but ends in penalties. We always recommend long-term SEO work that follows Google's guidelines and is built on quality content and value for the user.

Local SEO

For companies with physical locations or a geographically limited market, local SEO is a discipline of its own. The search results look different – Google shows the Local Pack with a map, the Knowledge Panel and reviews – and some of the ranking signals differ.

The core of local SEO:

• Google Business Profile – the profile that appears in Google Maps and in the Knowledge Panel. For many local businesses, the profile matters more than the website itself at the first point of contact with a customer.
• NAP consistency – Name, Address, Phone. The same details, in the same format, everywhere on the web. Inconsistencies make Google unsure about you.
• Citations – business details in industry directories, review sites and local portals.
• Reviews – both volume and how you respond to them. Consistently poor reviews left without a professional response signal problems, however good the website looks.
• Local landing pages – separate pages per city or region if you serve several markets.

How to prioritise the four pillars and weave them into a plan – step by step, with sequencing and timelines – is covered in our guide to a coherent SEO strategy.

AEO and GEO – SEO in the AI era

The most common misunderstanding in SEO in 2026 is that AEO will replace SEO. It will not. AEO builds on SEO – it is an extension, not a replacement.

AEO (Answer Engine Optimization) – sometimes called GEO (Generative Engine Optimization) – is the work of making content citable and selectable for AI answer systems such as ChatGPT, Perplexity, Claude and Google AI Overviews. We consistently use the term AEO because GEO risks being confused with geographic SEO, and because "answer" describes what the optimisation is for more precisely than the broader "generative".

How AEO builds on SEO

AI Overviews and similar systems overwhelmingly cite websites that already rank high organically for similar queries. So classic SEO principles – a well-indexed website, a clear semantic heading structure, schema markup, internal linking – matter at least as much in AEO as in traditional SEO.

Be sceptical when someone says otherwise. A client recently told us that their previous provider had dismissed semantic heading structure on the grounds that "Google and AI are so smart today that it isn't needed any more". That is not advice – it is a warning sign. Think of it this way: even if Googlebot can in theory interpret a messy page, understanding the context takes more computing power (and therefore money). Is Google a profit-driven organisation? Yes. Will it prioritise pages that serve the right answer in an energy-efficient way? Without a doubt.

What is actually new

What is partly new with AEO is how content should be structured at a micro level so that a language model can extract it:

• Direct answer first – every section opens with a complete, standalone answer. Not background, not an introduction. The answer.
• Semantic chunking – content in clear, self-contained blocks where each block can be cited without context from the rest of the page.
• Question-based headings – H2s and H3s phrased as actual search queries where it makes sense: "What is the difference between SEO and SEM?" rather than "Differences".
• Schema markup – FAQPage, Article, HowTo. Not a guarantee of being cited, but it makes the content machine-readable from the start.
• Entity profile – the overall picture AI models have of your brand in their knowledge graphs. A clear about page, consistent descriptions, external mentions.

AEO is usually divided into two fields: Owned AEO – what you publish on your own website – and Earned AEO – what others say about you on Reddit, YouTube, in industry publications and in third-party data.

Is SEO dying?

No – and the data does not suggest so either. An analysis from Graphite covering 40,000+ websites shows that organic search traffic has fallen by only about 2.5% year on year – a modest change, all things considered. AI Overviews can admittedly cut CTR by close to 60% when they appear, but they appear in only just over 20% of searches, according to SparkToro's analysis.

What we do see clearly is that clicks are shifting – visitors who click through from AI answers are often further along in their decision process. Webflow's head of growth has reported a conversion rate six times higher for traffic from ChatGPT than for traditional organic search traffic from Google. It is not SEO that is dying – it is the way of working and the measurement that need to evolve.

For a longer look at the data, see our blog post How is SEO affected by AI? Data and insights for 2026. For a dedicated walkthrough of AI Overviews and GEO, read AI Overviews and GEO. And for the full picture of AI search, see AI SEO 2026.

New KPIs: AI visibility and query fan-out

Two concepts worth understanding:

• AI visibility – a measure of how often and in which contexts your brand appears in AI answers. Not ranking, but presence.
• Query fan-out – the mechanism by which AI breaks a question down into sub-questions. If you produce content, it means answering not only the obvious main question but the underlying ones as well.

Keyword research and search intent – how to choose the right keywords

Keyword research does not mean finding the terms with the highest volume. It means finding the intersection of what people search for, what you can realistically rank for and what actually drives business. Going after volume without intent, or without a realistic chance of ranking, is seductive on paper and worthless in practice.

A four-step process

1. Seed keywords from the business. Start with your own words – what you sell, which problems you solve, which terms customers use when they talk to your sales team. In-house knowledge of the language your customers use is an excellent starting point.
2. Volume, difficulty and intent. Tools such as Ahrefs, Semrush and GSC give you a first shortlist. Filter out terms that are too competitive and terms with the wrong intent.
3. Topic clusters, not individual words. Group keywords into topic clusters. Ten related questions answered together build topical authority – ten isolated articles do not.
4. Map them to the page structure. A cluster becomes one pillar page and a number of deeper pages. The internal linking between them is what signals the depth to Google.

Search intent – four categories

For the right keyword to lead to the right page, you have to understand the intent:

• Informational – "what is SEO". The user wants to learn. Pillar pages, guides, glossary.
• Navigational – "SEOS Design glossary". The user wants to go to a specific place. Brand pages, landing pages.
• Commercial – "best SEO agency". The user is evaluating. Comparisons, reviews, case studies.
• Transactional – "hire SEO agency Stockholm". The user is ready to act. Service pages, contact forms.

Mixing search intents on the same page is one of the most common reasons pages do not rank even though they are well written. A page with definition content and a strong sales pitch falls between two stools – Google does not know which search to show it for.

From search volume to hypothesis

There is no search volume data for questions asked in ChatGPT. We can no longer see exactly how users phrase their questions – those conversations happen behind closed doors. So classic keyword research has to be complemented by a hypothesis-driven approach. Understanding the customer's intent and identifying long-tail questions has always mattered, but in the AEO era it is the very precondition for being visible at all.

• Google as a proxy – questions with search volume in Google are probably also being asked of AI models.
• Forums and social media – Reddit, Quora and industry-specific forums show how people actually phrase their questions in free text.
• Internal business data – sales and support logs are often the most underrated source. That is where you find your customers' real words.

Content strategy: topic clusters, topical authority and pillar pages

A few well-written articles are rarely enough on competitive topics. What Google – and AI models – reward is systematic coverage of a subject area. The technical term is topical authority. We explain how to actually write the content that carries the structure in writing SEO content that ranks and gets cited.

How topic clusters work

A topic cluster is a content structure in which several related pages are organised around a central main topic. The structure consists of:

• A pillar page – a broad, in-depth main page (like this one) that covers the whole topic at an overview level.
• Cluster pages – deep dives into subtopics. On our website, these are glossary terms such as technical SEO, AEO, Core Web Vitals, backlinks, search intent.
• Internal linking – the pillar links to each cluster page; each cluster page links back to the pillar and to other relevant cluster pages.

For Google, the structure signals depth. For AI models, it makes the content easy to navigate and to cite in fragments. For visitors, it becomes a logical learning path rather than a series of isolated posts.

What it means in practice: the Learnifier case

Together with Learnifier, we have built a structure that does not just withstand today's AI-driven search landscape but benefits from it. Through a clear information architecture and a multilingual pillar-cluster strategy, we have created strong growth in organic traffic and AI citations – even though "zero-click search" has become an everyday reality. The success does not come from individual articles, but from treating content as a coherent, intelligent system from day one – and focusing on quality.

E-E-A-T and YMYL – when credibility carries extra weight

In areas where incorrect information can have serious consequences – medicine, finance, law, safety – Google applies a stricter quality filter. YMYL pages (Your Money or Your Life) are judged not only on relevance but on credibility.

This is where E-E-A-T – Experience, Expertise, Authoritativeness, Trustworthiness – becomes decisive:

• Experience – first-hand experience, not retold content.
• Expertise – visible authors with genuine expertise.
• Authoritativeness – external references and citations.
• Trustworthiness – a clearly identified publisher, transparent accountability.

We built Cymbathera's website with exactly this in mind. Cymbathera was founded by two internationally cited researchers in inflammation and vagus nerve stimulation – a clear YMYL field. The solution was not more "scientific" copy – it was a visual and technical structure that signalled scientific authority without drawing attention away from the content. Subtle animations, a clean information hierarchy, fast loading, correct schema markup. The design language, together with structured data that clearly ties the website to the company's medical expertise, carries the credibility – and the E-E-A-T signals follow.

Measurement and tools – how to know whether SEO is working

SEO without measurement is guesswork with fancy terminology. The most common measurement mistake is focusing on the wrong KPIs – sessions and bounce rate say little about business value, but they are the easiest to report, so they stick around. For a step-by-step guide to a thorough review, read how to do an SEO audit.

What you should actually look at

There is no universal KPI list, but this is the minimum:

• Impressions and organic position (Search Console) – do you appear at all for the right queries?
• CTR per query – shows whether your title and meta description win the click once you do appear.
• Organic traffic per landing page – which pages deliver?
• Conversions from organic traffic – the only thing that ultimately counts. Leads, demos, purchases, enquiries.
• Share of voice – how much of the visibility in your topic is yours, compared with competitors.
• AI visibility – a new KPI: how often you appear in AI answers and AI Overviews.

The tools

• Google Search Console (GSC) – Google's own tool. The only direct source of what Google actually knows about your website. Indexing status, queries, position, CTR, impressions, technical errors. Not optional – it should be in place on day one.
• Google Analytics (GA4) – event-based analysis of behaviour after the click. Sessions, conversions, channel attribution.
• Bing Webmaster Tools – Bing's equivalent of GSC. Bing's share is small in Sweden but growing – and AI systems such as ChatGPT use Bing's index, which makes the tool more relevant than it has been for a long time.
• Ahrefs or Semrush – for keyword research, backlink tracking and competitor monitoring. Both work; the choice is often a matter of preference.

Attribution when AI answers eat clicks

A specific challenge in 2026: attribution has become harder. When someone sees your brand in an AI Overview, goes to ChatGPT to ask more, and finally searches for your domain directly – where did the journey begin? Classic last-click attribution misses it entirely.

The solution is not a magic tool but complementing measurable KPIs with qualitative ones: ask "where did you first hear about us?" in every sales conversation. It is often the only source of truth about how the AI era is affecting your pipeline.

SEO ROI calculator

SEO ROI is harder to calculate than the return on paid media – the effect builds up over months, and part of the value (brand awareness, AI citations, returning traffic) never fully shows up in a numerical model. But the basic calculation is simple: organic traffic times conversion rate times value per deal, minus what the SEO work costs.

The calculator below also allows for the fact that organic traffic builds up gradually – not from day one – and shows both first-year ROI and when the investment pays for itself. The figures are an estimate, not a promise: the real effect depends on competition, starting point and content quality.

Work out your ROI

Work out what an investment returns. The version in the SEO articles also shows the payback period.

SEO investment (SEK / month)Organic traffic at full effect (visits / month)Conversion rate (%)Value per conversion (SEK)Months to full effect

• Revenue at full effect / monthSEK 480,000
• ROI year 1+1,800%
• Payback period1 monthROI at full effect: +2,300% per month

The model assumes traffic builds up linearly until full effect and holds steady after that. SEO ROI is an estimate: the actual return depends on competition and starting point.

More free tools

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Common SEO mistakes

Having worked with SEO for a long time, we see the same patterns recur. These eight are the most common – and the most costly:

1. Focusing on search volume instead of intent. Ranking first for a term with the wrong intent brings no business.
2. Bought links and black hat SEO. Quick results, then penalties. No short-term gain makes up for long-term SEO penalties.
3. Ignoring the technical foundation. Writing excellent content on a slow page with indexing problems is like running a great advert for a shop that is closed.
4. Writing for Google instead of the reader. This strategy stopped working in 2018 but lives on. Google keeps getting better at rewarding content that actually solves the reader's problem.
5. Having no internal linking, or using it at random. Internal links are free, powerful and consistently underused. A well-planned internal linking structure that prioritises link juice can move whole websites up the rankings.
6. Measuring sessions instead of business value. A headline KPI that does not connect to revenue is a distraction. That is why so many SEO reports look good while the business stands still.
7. Treating SEO and AEO as separate projects. They are the same discipline with different data formats. Companies that treat them in isolation duplicate work and lose the synergies.
8. Expecting quick results from long-term work. Technical fixes can take effect in weeks. Content and authority work takes months to years. Anyone promising top positions in 30 days is selling hot air.

SEO checklist – get started in a day

If you want somewhere to start, here are ten points that cover the four pillars and can genuinely be done in a working day. For a more complete list to tick off, you can also follow our interactive SEO checklist for 2026.

1. Verify Google Search Console for your domain and submit a sitemap.
2. Measure Core Web Vitals with PageSpeed Insights. Note the values for LCP, CLS and INP.
3. Check indexing – search "site:yourdomain.com" on Google. Does the number of pages match what you want indexed?
4. Review the title tags and meta descriptions of your ten most important pages. One title per page, primary keyword first, max ~60 characters.
5. Map the search intent of the same ten pages. Does each page's content match the search intent?
6. Add schema markup for the organisation (Organization), articles (Article) and FAQ where it fits.
7. Review your internal linking – which pages do your pillar and main pages link to? Which should they link to?
8. Audit your Google Business Profile – especially important if you have a local presence. Complete information, NAP consistency, up-to-date images.
9. Set up a baseline report – organic traffic, organic position for your 10–20 most important queries, number of indexed pages, number of referring domains.
10. Decide on a primary focus keyword for each of your 10 most important pages. Write them down.

This list does not replace a strategy. But it helps you get started.

How SEOS Design works with SEO

Our view is clear: SEO is not a series of isolated measures. It is a discipline in which technology, content, authority and AEO reinforce each other – or drag each other down. When they are out of sync, the work fails not because the channel is wrong but because the strategy lacks a coherent whole.

Our process in five steps:

1. Audit and current state

We always start by reviewing where you stand today: a technical audit (Core Web Vitals, indexing, schema, internal linking), a content audit (which pages deliver, and which work well together and which less so), an authority audit (link profile, brand mentions, AI visibility) and a GSC review to understand what you actually show up for today.

2. Strategy and keyword plan

Based on the audit, we develop a keyword strategy grounded in business goals, search intent and a realistic chance of ranking. We map clusters to the website structure – which pillar pages and cluster pages are needed to build topical authority in your field.

3. Technical fixes and on-page

Technical shortcomings are fixed first. This is often where the quickest wins lie – a website that is indexed correctly and loads fast sees a measurable effect within weeks. In parallel, the on-page work begins: title optimisation, semantic heading structure, schema markup, internal link optimisation.

4. Content and authority

We work only with quality content, using well-structured, partly automated processes in which people provide the strategy, analysis and unique insights and AI provides the efficiency. We brief AI on your tone of voice and audience to produce well-structured drafts, which we then refine with your first-hand knowledge and our insights. The result is content that is better than your competitors' – not just more content. Alongside this, we work on earned mentions, partnerships and digital PR to build authority externally.

5. Measurement and iteration

Monthly reporting with KPIs that actually connect to the business – not sessions for their own sake. We review what is moving, what is not and what the next iteration should prioritise. SEO is never "done".

Want to know what this would look like for your company? Book a strategy call and we will go through where you stand today together. Wondering what it costs? See what an SEO agency costs in 2026.

Summary

SEO is not complicated in principle. It is complicated in practice because four different disciplines – technology, content, authority and AEO – need to be kept in sync over time while search engines and AI systems keep moving. The winners are not those with the biggest budget or the most content. They are the ones who work systematically, measure the right things and take AEO seriously without abandoning the SEO foundation that AEO builds on.

If you want help with your SEO – from audit to ongoing optimisation – we are an SEO agency in Stockholm that works in a data-driven, transparent way, with long-term impact as the goal.