Explore how FINN.no, a well-known Norwegian brand, transformed its approach to search engine optimization in this 38-minute conference talk. Learn about the challenges faced by the company, including 30 million irrelevant indexed pages and blocked or non-existent landing pages for important categories. Gain insights into the fundamental principles of search engine friendliness that web developers should know, and discover the strategies implemented by FINN.no to improve their search engine visibility. Understand the journey from search engine hostility to a more friendly approach, and how this shift impacted the company's online presence.