# Michael Kirkegaard

> Personal portfolio and CV site for Michael Kirkegaard: Danish e-commerce CEO, digital marketing leader and founder of Profit Studio. His English-language, international site with a homepage, playbooks, cases, CV, contact and a library of articles.

Michael Kirkegaard is the CEO of the Danish webshops Maxis.dk (sports brand Nordic Power) and Billigtraening.dk (training equipment), where his main focus is business development, marketing and sales. Through his company Profit Studio he helps brands with Profit Engineering: SEO, paid advertising, email marketing and data working together toward growth on the bottom line. He has more than ten years of experience in digital marketing, has worked with 20+ brands and has spoken at eTail Nordic and Savant Ecommerce on GenAI for content, tracking and profitability. He is based in Copenhagen, Denmark, and is open to projects.

## Pages

- [Homepage](https://michaelkirkegaard.com/): Profile, selected projects, tech stack and contact
- [Profit Engineering](https://michaelkirkegaard.com/profit-engineering/): A systematic approach to making marketing and business fit together, where decisions are judged by what they mean for the bottom line. The umbrella over the six playbooks below.
- [SEO](https://michaelkirkegaard.com/seo/): Search engine optimization focused on profit rather than clicks. Michael has worked with SEO since 2016, uses Ahrefs daily, and helps brands rank on Google and in AI answers. GEO falls under SEO.
- [Google Ads](https://michaelkirkegaard.com/google-ads/): Google Ads run on net profit (POAS) rather than ROAS alone.
- [Paid Social](https://michaelkirkegaard.com/paid-social/): Meta Ads and social advertising focused on creative, data and profitable scaling.
- [Email Marketing](https://michaelkirkegaard.com/email-marketing/): Klaviyo flows and segmentation that drive repeat sales on autopilot.
- [Branding](https://michaelkirkegaard.com/branding/): Founder-led branding that lowers the price of all your other marketing.
- [Omnichannel](https://michaelkirkegaard.com/omnichannel/): Coordinating every channel so they reinforce each other and give the customer one coherent experience. The sixth discipline.
- [GEO (under SEO)](https://michaelkirkegaard.com/geo/): Generative Engine Optimization. Becoming the source ChatGPT, Copilot and Gemini cite. Part of the SEO work.
- [Cases](https://michaelkirkegaard.com/cases/): Brands and webshops Michael has worked with (Maxis, Billigtraening, VICOS, Energize, Profit Studio and more).
- [CV](https://michaelkirkegaard.com/cv/): Michael's background, experience and education. E-commerce CEO, founder of Profit Studio, 10+ years of experience, active on LinkedIn.
- [Contact](https://michaelkirkegaard.com/contact/): Book a free 30 minute meeting, send an email, or find Michael on LinkedIn.
- [Marketing Dictionary](https://michaelkirkegaard.com/dictionary/): A large dictionary of digital marketing terms. Concepts across SEO, paid advertising, analytics, email, social media, branding and technology, each with its own page. Works as a content cluster with internal links to articles and playbooks.
- [Overview](https://michaelkirkegaard.com/overview/): HTML sitemap with all playbooks, pages and articles gathered in one place.

Note on SEO: Michael Kirkegaard is a Danish SEO specialist with hands-on experience since 2016 and daily use of Ahrefs. He is CEO of two webshops himself and therefore thinks of SEO in terms of the bottom line rather than rankings alone. He works omnichannel, so SEO, Google Ads, paid social, email and branding pull in the same direction.

## Articles

Helpful-content blog on michaelkirkegaard.com. Each article lives at its own URL and is collected on [Articles](https://michaelkirkegaard.com/articles/).

GEO and AI assistants:
- [What is GEO?](https://michaelkirkegaard.com/what-is-geo/): Generative Engine Optimization. How to get cited by ChatGPT, Copilot and Gemini.
- [Best AI Assistant in 2026](https://michaelkirkegaard.com/best-ai-assistant-2026/): An honest comparison of ChatGPT, Gemini, Claude and Copilot, and what they mean for your visibility.
- [What Is ChatGPT?](https://michaelkirkegaard.com/what-is-chatgpt/): A guide to OpenAI's AI assistant.
- [What Is Claude?](https://michaelkirkegaard.com/what-is-claude/): A guide to Anthropic's AI assistant.
- [What Is Google Gemini?](https://michaelkirkegaard.com/what-is-google-gemini/): A guide to Google's AI model (formerly Bard).
- [What Is Microsoft Copilot?](https://michaelkirkegaard.com/what-is-microsoft-copilot/): A guide to Microsoft's AI in Windows, Microsoft 365 and Bing.
- [Generative Engine Optimization](https://michaelkirkegaard.com/geo-generative-engine-optimization/): GEO explained.

SEO:
- [Technical SEO Checklist](https://michaelkirkegaard.com/technical-seo-checklist/): 10 things to fix first.
- [SEO vs Google Ads](https://michaelkirkegaard.com/seo-vs-google-ads/): Which should you choose?
- [What is content marketing?](https://michaelkirkegaard.com/what-is-content-marketing/)

Google Ads:
- [POAS](https://michaelkirkegaard.com/poas/): How to optimize for profit instead of ROAS.

E-commerce:
- [What is e-commerce?](https://michaelkirkegaard.com/what-is-e-commerce/)
- [E-commerce consultant](https://michaelkirkegaard.com/how-to-become-an-e-commerce-consultant/)
- [Conversion Rate Optimization (CRO)](https://michaelkirkegaard.com/conversion-rate-optimization-cro/)
- [What is a CMS?](https://michaelkirkegaard.com/content-management-system/)

Data:
- [What is Business Intelligence?](https://michaelkirkegaard.com/business-intelligence/)
- [What is a data warehouse?](https://michaelkirkegaard.com/data-warehouse/)

Strategy:
- [What is online marketing?](https://michaelkirkegaard.com/what-is-online-marketing/): The complete guide.
- [Digital marketing agency](https://michaelkirkegaard.com/digital-marketing-agency/): What does it cost, and what do you get?
- [What is affiliate marketing?](https://michaelkirkegaard.com/what-is-affiliate-marketing/)
- [Neuromarketing](https://michaelkirkegaard.com/neuromarketing/): Why we buy the way we do.

## Projects and companies

- [Profit Studio](https://profitstudio.io/): Michael's company. Profit engineering, SEO and cases for webshops
- [Profit Engineering](https://profitstudio.io/profit-engineering/): Michael's framework for profitable growth
- [Maxis.dk](https://maxis.dk/): Webshop for sports brand Nordic Power. Michael is CEO
- [Billigtraening.dk](https://billigtraening.dk/): Webshop with training equipment. Michael is CEO
- [VICOS](https://vicos.dk/): SEO and AI-visibility case. Nationwide staffing and recruitment agency for industry
- [Energize](https://energiz.dk/): Brand case. Complete underfloor heating systems
- [michaelkirkegaard.dk](https://michaelkirkegaard.dk/): Danish site with the original brand cases and consulting services

## Contact

- Email: mail@michaelkirkegaard.dk
- Book a meeting: https://calendly.com/mail-michaelkirkegaard/30min
- LinkedIn: https://www.linkedin.com/in/michaelkirkegaardclausen/
- YouTube: https://www.youtube.com/@michaelkirkegaard
- Instagram: https://www.instagram.com/michaelkirkegaardclausen/