2012-2016 is an online magazine about weddings and wedding planning. It offers articles, planning tools, wedding fairs and a directory with vendors.

When I co-founded in 2012 it was a blog with less than 20 daily visitors. Over the years we created a lot of content and today it is the biggest online wedding magazine in Denmark.

My primary role was developing the digital platform. design the website and do user research in order to understand our audience.

The commercial succes of was depending on a strong SEO strategy. Organic search delivers 95% of the traffic, and I worked closely with the writers to strengthen and execute our SEO strategy.

400,000 +

Unique visitors a year

120 +



Wedding fairs

What I achieved as CTO and Business Developer at

  • Building an online magazine with more than 400.000 unique visitors a year.
  • Planning and executing a SEO strategy resulting in being on top of all the most important keywords. All traffic on is from organic search and social media.
  • Building the website based on user feedback.
  • Ensuring a robust platform performing well with a lot of concurrent users.

What Women Want

Understanding the customers should be very important to any business. In the case of it means to know what woman want.

The majority of our users are brides, females, 25-35 years old, no kids. In order to learn about the audience I conducted a lot of interviews, focus groups, surveys (using tools like Typeform) and heatmaps (using tools like Hotjar) and it enabled me to build the website and define tone of voice – knowlage I later used when I worked at Wedbox.

Datadriven SEO stategy

SEO is not an exact science – to me it is about empirically measuring data. Google and other search engines want to present relevant search results to the users, so SEO is at it’s core about understanding the users needs and the experience they have with the content.

At I defined our cornerstone content based on keywords search volume. By utilizing tools like Google Analytics, Ahrefs and Accuranker I tracked Bryllup.dks performance in SERP and the website slowly became the highest-ranking Danish website in the wedding space.