Customer Stories

Without SEO, the race wouldn't last much longer

Peter thinks morningscore is motivational

Peter Lund

Marketing Manager & Co-owner

E-commerce business | 20-30 employees

SEO Intermediate saw their competitors take off rapidly: "If we didn't optimize our SEO, the race would be over."

The motivational features of Morningscore have played a crucial role in optimizing and moving Haveglad closer to its competitors. 

“Previously, we had no direction for our SEO efforts. We didn’t have the structure our competitors had. Suddenly we saw rapid growth in companies with concepts similar to ours. It was purely a question of SEO. It was a bit of an eye-opener,” says Peter Lund, co-owner of the website is an e-commerce business selling potting soil, flower seeds, and raised beds – in short, they provide everything for the garden. Their website has existed since 2013, and now has approximately 30 employees. 

Peter Lund is the Marketing Manager of the company. He started using Morningscore in early 2021. Until then, they didn’t prioritize SEO optimization of their online shop, as sales had been steadily increasing. But suddenly, they felt pressure from competitors. 

“We were overtaken by competitors who had more or less similar concepts. They were doing much better than us in terms of clicks and visitors. It suddenly became clear that if we didn’t optimize our SEO, the race would be over,” says Peter Lund. 

Soon after, he found Morningscore’s SEO tool. The tool shed light on several factors that could be improved to grow through SEO. 

The motivational factor is crucial

The increase in competitors was a wake-up call for Peter Lund. Here’s why he chose Morningscore:

“In our case, it was crucial that Morningscore works in English and has a high degree of user-friendliness. Although I am responsible for our SEO efforts, I can safely leave some of the tasks in Morningscore to my colleagues, even if they don’t know much about the subject. Anyone can contribute to the site optimization – that’s how intuitive it is,” Peter Lund explains. 

When took the first run in Morningscore’s system, Peter quickly became aware there were lots to do. His field of work is very seasonal. By mid-summer, he had plenty of time and worked almost full-time on SEO optimization. 

“There was a lot of work in fixing the basics of the site, fixing meta tags and descriptions, making sure the different pages had proper page titles. At the same time, Morningscore made me aware that page performance was too low. A lot of the things I fixed are crucial to rank high on Google,” Peter Lund explains. 

The co-owner describes working in Morningscore as manageable. He is not overwhelmed with information. Lastly, he’s highly motivated to complete tasks in the tool. 

“There is a great motivational factor in working with Morningscore. I’ve tried similar tools where you’re just presented with some data. In Morningscore, motivational elements help you in the right direction in a good way. That’s part of what Morningscore does,” says Peter Lund. 

Total clicks have increased by 35 percent

After a few months of intensive work with SEO, Peter Lund saw the first positive results. One of the tips he had received through Morningscore was to create subpages with content on specific topics. 

“We started building a lot of subpages with articles on specific topics that would interest our customers. Content like “The ultimate plant guide” or an article on DIY advice for garden work. We quickly had great success with that. The numbers showed that it attracted a lot of visitors,” Peter Lund says. 

The numbers speak for themselves. If you compare data from in 2020 and in 2021, when they started optimizing with the help of Morningscore, their position on Google increased by an average of four positions on over 1500 keywords. 

“One of the most significant changes we found was in the number of website visitors. Also, Morningscore states that the total number of clicks on Haveglad has increased by about 35 percent. That’s certainly an improvement that we’re proud of,” Peter Lund says. 

In general, Peter Lund has got the eagerness to do even more SEO-related work on their website. The next focus will be link building, where there should be some low-hanging fruit that can improve, Peter Lund concludes.


5 out of 5 stars

“Morningscore provides a simple overview of competitors, and most importantly, makes working with SEO fun! The "Mission" tool is a favorite, but the "Health" section is also a useful feature that easily explains what adjustments and corrections need to be made on my website.”

Bjorn Marius Narjord, an Independent SEO Consultant from Intent SEO

Bjørn Marius Narjord

Owner and SEO-specialist, Intent SEO
5 out of 5 stars

“Morningscore is the easiest SEO tool I've ever seen and used – and I've tested so many of them. The charts and data may be comparable to those of competitors, but the fun part comes in when you make use of the many ways to play 'catch me if you can' with a competitor.”

rasmus schuebel kreativling morningscore review

Rasmus Schübel

Owner & Founder, kreativling
5 out of 5 stars

“A truly usable and effective SEO tool without many disruptive elements. This means that I can actually use the tool for something specific that gives our business value.”

heidi kirstein seo tool review

Heidi Kerstein

Marketing coordinator, Fitness Engros A/S
5 out of 5 stars

“Morningscore gives me that vital view of our rankings on search engines, and I can see up-to-date information on how we're performing against our competitors and whether we're gaining or losing traction. I also find the tool very easy to use. It just works.”

patrick qureshi

Patrick Qureshi

5 out of 5 stars

“I’ve used Morningscore since the beginning of my company. I tried many tools, but my heart fell for Morningscore because it’s so easy to use - and because I work with many small businesses who MUST have the tool for me to help them.”

christina lund schmeltz

Christina Schmeltz

Owner, LS Marketing
5 out of 5 stars

“I use Morningscore because SEO is not my specialty, and I don’t want to spend time on it. I have an internal team who takes care of SEO, but I need to know the outcome of their work. With this tool, I can log in and see our performance from day to day.”

esben oesterby

Esben Østerby

Founder, Iværksætterhistorier
5 out of 5 stars

“I was looking for a tool to help my customers see exactly what we’re working on and what value it gives them. I’ve found that with Morningscore. I recommend the platform to anyone who needs to manage and improve their SEO.”

Trolle Hansen trolle reklame

Trolle Hansen

Owner, Trolle Reklame
5 out of 5 stars

“Three years ago I chose Morningscore because I was new to SEO and it was the easiest SEO tool to use. I'm still using Morningscore because it is regularly updated and becomes more powerful with every release. It's fun to use. Morningscore is such an integral part of my day. I check it before I check my email.”

sven recommends Morningscore's SEO tool

Sven Radavics