Customer Stories

SEO in one-person marketing team with Morningscore

Eva Pasgaard Skytte from Odense Aafart

Eva Pasgaard Skytte

CEO and Co-owner

Odense Aafart

Tourism and Events | 1-10 employees

SEO Beginner

Eva Pasgaard Skytte is the CEO of Odense Aafart, a river cruise company in the city of Odense. Since 1882, Odense Aafart has been sailing people up and down the Odense River, offering boat trips and team-building activities in the beautiful green surroundings of the river.

In addition to her managing duties, Eva is also responsible for the content of their website and all the marketing tasks within the company. For Odense Aafart, marketing is one of the top business priorities. During the winter season, when they close down their main activities, Eva has time to take a helicopter view of the business to prepare it for the next season. Each year, she prioritizes different marketing projects, and in the fourth quarter of 2023, Eva managed to pay more attention to their site’s SEO.

The SEO challenges of a one-person marketing team

Juggling multiple marketing projects in a small team usually means prioritizing tasks based on immediate impact or urgency, often leading to long-term activities like SEO not getting the attention they deserve.

Despite her marketing background, Eva’s knowledge of SEO was limited. She knew it existed but hadn’t used it strategically. Eva was only working with Yoast SEO, a popular plugin for WordPress.

From what we have experienced at Morningscore, Yoast SEO has a lot of great features and is easy to use, but it is not enough on its own to make a real difference in search engine rankings. You cannot solely rely on the Yoast plugin if you are serious about your search engine optimization.

Ironically enough, after consulting with an external advisor about Google Ads, Eva realized the potential of organic growth instead of relying solely on paid ads. She also realized that they needed to approach content creation differently to enhance their visibility.

“We just didn’t prioritize SEO. And I guess I didn’t take it seriously enough. I didn’t realize the opportunities we were missing out on by not focusing on SEO, which led to us not being found on many relevant keywords.”

How Morningscore became an eye-opener

Eva found out about Morningscore through that external advisor, who also introduced her to the tool, and the amount of work that had to be done became immediately clear.

“Morningscore was a huge eye-opener. I realized so many things that I should pay attention to. When I first logged into Morningscore, maybe shock is a big word, but it was definitely like a ‘wow’ moment.

I had no idea that our website had so many issues that were invisible to me within WordPress. Dead links, missing meta descriptions, images without alt tags, duplicate H1s, and the website speed all became clear to me.”

While some fixes were relatively easy, Eva also had to look into the website’s code, which was a bit daunting. Surprisingly, she managed to address many of these issues herself without help from their website developer. Eva has been delving into something she had no idea she should ever do thanks to the clues we give in Morningscore.

Now, Odense Aafart’s site is much “healthier,” which is also a clear sign of a better user experience.

Well done 👏

Odense Aafart new healthscore in Morningscore

Here, you can also check how “healthy” your website is and take action from there

The next small steps in a big SEO journey

Before, SEO was not a priority for Odense Aafart, but now it holds leading positions in their marketing strategy. Eva began her SEO journey by addressing the website’s health and has then moved into link building. Keyword optimization is next on her agenda, along with creating new content and landing pages.

She has already observed significant improvements in some of the keywords and appreciates the ability to analyze competitors and similar businesses for keyword strategy inspiration.

“I regularly check Morningscore when I receive the weekly report, and it motivates me to log in and investigate any potential issues. I allocate time, usually once or twice a week, for basic website maintenance. Instead of going directly to the website, I prefer using Morningscore as my starting point.”

Eva likes the fact that Morningscore allows her to work with SEO throughout the year and serves as a reminder of the importance of SEO. When the Morningscore decreases, it’s a clear signal that there are issues like dead links on the website. According to Eva, she wouldn’t have noticed this in the past without the tool. Now, the system keeps her informed.

“Morningscore is definitely something I would recommend. It’s a tool that has greatly enhanced my understanding and ability to work with SEO. As someone who hasn’t worked extensively with it, I can now do things on a better level without the need for Googling and spending time finding out which results are actually useful.

Working in a small business means I always have to learn and know a little bit about everything. And when I don’t have the opportunity to have a specialist, then I need the right tools.”

We wish Eva and Odense Aafart that more and more people find you organically on Google.



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