Table Of Contents
SEO or Search Engine Optimisation is the method of structuring and phrasing written online content for maximum visibility on search engines like Google and Bing. SEO is more than just about search results though. If done right, it can bring in more sales, build brand awareness and increase your website’s conversion rate. An effective SEO strategy not only helps your site rank well in search results but also improves your business prominence online. Our SEO guide will serve as a brief history of search engines with the state of search today and help you do better with your search engine optimisation.
SEO in Australia is no different to that in other countries and this guide is written for the Australian audience.
What is SEO?
What is SEO? is the most common question people ask us as soon as we tell them what we do. SEO, or Search Engine Optimization, is essentially the art and science of making sure that your business or personal websites are being “read correctly.” In fact, without the right SEO on your web pages, you can easily find yourself becoming invisible online.
SEO is impacting the unpaid or not sponsored listings on search engine result pages (SERPs). SEO is also often referred to as organic SEO or natural results. SEO works on the basis of relevancy of your web pages. If your pages are more relevant to a user’s query the search engines like Google or Bing are more likely going to classify your website higher in the SERPs.
Great SEO will improve the quality of traffic, the quantity of traffic and higher brand reach.
Quality of traffic from SERPS: The website once optimised for keywords will rank higher in those keywords. If the keywords you pick have a “buying intent” then the quality of the traffic you get will be very beneficial.
The quantity of traffic from SERPS: Basic on the page has shown to quickly rank web pages than those that have no on page SEO. SEO is just telling search engines what the page is about. By accurately describing the page, the search engines will provide higher rankings and higher quantity of web traffic.
Brand reach: Higher traffic and better quality of traffic will lead to better search engine visibility as well as higher brand reach.
Sales are what make or break a business, particularly a small one, and customers need to make those sales. Just like all of the most successful businesses, it is essential that people are aware of your business and able to interact with it, and SEO can help build the findability that you need.
Although hiring an SEO company can add to your budget, we promise this little bit of investment will pay off in a tangible way. After a few months of professional SEO services, your findability will see a massive increase, equalling more traffic and therefore more sales for you and your business.
How Does SEO Work?
Google or Bing crawlers also known as bots crawl the web for web pages and then process, store and index them. The indexing usually is followed by ranking the pages based on a user query. The ranking is based on a complex algorithm devised by the search engine to detect the most quality page for a particular search query.
Crawling: A process of downloading all the web pages on a website including images, style and other media files.
Processing: A process of filtering and processing the pages downloaded in the crawling.
Indexing: A process of entering the crawled information in a central database that will then be used to rank for specific user queries.
While SEO is critical to your online business websites and personal blogs, it’s important to understand the evolution of Search Engine Optimisation and why it is so successful today (as opposed to back in the day).
How to do SEO?
Effective SEO can be done using a methodology that is described in the following table
|1||Keyword Research||3-4 weeks|
|2||UI/UX review||3-4 weeks|
|4||On Page SEO||Small site : 3-4 Weeks Large Site : 12-16 weeks|
|5||Local SEO||1 week|
In trying to achieve an enjoyable and productive browsing experience for anyone using their engine, Google aims to get the websites of the highest quality to the top of the SERPs. Google ensures this quality by ranking websites based on an algorithm that looks at a number of different factors. A good checklist can be found here.
We will now dive into each topic of SEO and how you can approach these topics. Often times clients get consumed in things like domain authority, page authority and other numnbers developed by tools like SEMrush,Ahrefs,Majestic but fail to fix fundamental issues with the site. Take this as a reminder that basics of SEO still trumps any score or metrics given by an external tool. Ensure that you meticulously follow the process below and you will see good results.
Keyword research is perhaps the most important and one of the most underrated processes in Search Engine Optimisation. Keywords are generally broken down into two categories. High volume generic searches with low user intent and long tail keywords with high user intent.
Generally speaking, keyword research should focus on identifying terms with high user intent and buying actions. The early papers on Google design relied heavily on crawling the web and classifying documents based on their density of words.
User intent or query understanding is a very broad topic and quite a few different technologies have been built to improve our ability to understand and process a user query. Some of the most common concepts with improving a search query/keyword relevant search results are
- Query understanding and query rewriting.
- Head queries match and query intention.
- Power law distribution
- Language identification
- Query filtering
- Breaking down a query or tokenization
- Query expansion
- Query rewriting
- Search improvements for head queries
- Improving results for small search results
- Human intervention to provide an optimal user experience
- Executing changes incrementally
Keyword research involves not only using the keywords which accurately describe your products and/or services, but also finding the keywords users most often type in to find those services. Not everyone thinks alike, and some keywords are simply used more often than others. Using every possible keyword relevant to your business is what defines how your company is seen to search engines.
When we think or look at search architecture, we traditionally think of search result pages as documents that provide relevant information. However, searchers usually look at search engines as engines that answer their questions. This information should be leveraged to improve one’s organic SEO or visibility in any search engine.
UX/UI & Usability Review
Search Engine Optimisation is a continuous improvement process. Often, the real questions are about usability: What makes it hard for search engines and your users to navigate through your site and find the right information?
A user-friendly website sustains users. Plenty of factors affect your search engine rankings, and one of the most critical factors is user experience. By keeping your users happy, you keep your market engaged. Our SEO professionals will conduct a site audit to indicate areas of improvement. A Website Audit includes an initial review of the site design, web usability and site architecture.
Search Engine Optimisation is still about your customers. It is not about headless browsers and Document Object Model, (DOM) elements. Using dubious methods to trick algorithms is also not a long-term sustainable strategy. That’s why our product delivers steady, long-term organic traffic growth.
Content is what a search engine seeks. Technical SEO focuses on improving your existing website crawlability but one of the largest contributors to high traffic is a very volume of content on your website. Search engines crawl content and that is exactly what they want you to produce if you wish to rank. In the SEO world, content is regarded as king.
SEO Copywriting is the act of writing and designing entire articles, web page content, video descriptions, and photo descriptions centred around the central theme of your business, using keywords relevant to your product and services, and adjusting for your particular ideal client.
Copywriting should be unique, creative, original (never copied or spun), and explicitly describing the exact emotional benefits which your preferred clientele will get from you. The facts will back up and “justify” their emotional decision-making, but their emotions are what makes the decision to buy from you, in the end.
Each page of your website can be optimised for search results. Optimisation of particular pages for specific key terms is called “On-Page SEO” as it is done on your site and pages.
On-Page SEO occurs when you write text, embed images and tags, and put metadata on a specific page which makes it especially crawlable and easily read and categorised by Google. It’s a simple concept, but unfortunately, a large number of websites get it wrong. The basic list of things that must at least be done properly are as follows
- Title tags must be clear and relevant to the page content.
- The meta description should describe the page in detail and should be treated as an extension of the Title tag.
- Alt attributes should be used to accurately describe any image on the page.
- H1 tag helps users clearly know what the page content is about.
- Internal links help link related content on the website. It also helps with navigation to relevant subjects.
- External links indicate your trust for the external source. Be careful about who you link and how many times on the page.
- XML sitemaps signal search engines of any new content or existing content update.
- Clean and clear navigational structure helps to establish the hierarchy of the website.
- URL structure should be friendly and avoid dynamic parameters.
- Robots.txt should be present and have a clear guideline for robots.
- Manage anchor text and prevent or refrain from abusing it to rank for keywords.
There are a lot of other on-page factors that impact the visibility fo pages or websites. Great on-page is key to online success and should be given a lot of importance to improve your online visibility.
On-page optimisation focuses on what we can do on your website to improve visibility to search engines. From simple title tag checks to site speed optimisation we optimise your page to outrank your competition. The technical side of the SEO audit will also check for Schema implementation and other meta-data that Google recognises and indexes such as:
- Content type & taxonomies review
- Node revisions
- Meta tag analysis and review
- Internal link structure analysis
- External link structure review
- Content analysis
- Duplicate content
- Review of URL’s, keywords, and images
- On-page performance monitoring
- Google penalties
- Page fetch times
- External links
- Thin pages
- Content/HTML ratio
- HTTP response codes
- Malformed & Excluded URLs
- Crawl depth
- Meta, Header, Robots Noindex
Local SEO is exactly what it sounds like. It is the specialisation of local, brick-and-mortar businesses getting local traffic and will sales by putting their specific location into the search engine result pages (SERPs).
This is often done just with City and State, but it can also be narrowed down to plazas, squares, streets, and so on. For example, both “Melbourne, VIC” and “Melbourne” would be appropriate tags for a specific location. “South Yarra” or “Paramatta” would also be appropriately detailed forms of Local SEO to narrow down the search results even further and let businesses in a collective group derive collective search engine optimisation from each other. If you are a local business in Sydney or Adelaide, you are much more likely to get better SEO returns with optimising for the local population. If you are an ecommerce in Brisbane you are more likely to be successful with an international strategy or a national strategy.
Regional SEO seems to work great if you have location-based created for each type of service you provide. Google is specifically picking up location-based pages for queries with local intent. Online reviews along with anchor texts of your links play a crucial role in your business showing up local rankings.
Link Building is one of the most important and highly ignored forms of search engine optimisation. It involves other sites linking back to your website. The goal is to get other website owners to post a link to your site on their site, thus encouraging traffic from their site to yours.
Link building sounds simple enough, but the real goal is to get links from high-quality, high-traffic websites to link to yours. High-quality organic links tell Google and the other search engines that your site is worthy of citation and is reputable.
Conversion Rate Optimization
Conversion Rate Optimization, or CRO for short, is the tactic of increasing the percentage of overall site visitors which become buying, paying customers.
If your site gets 10,000 views per day, and your conversation rate percentage is 20%, then you’re in pretty good business, and we congratulate you! If, however, your conversion of those 10,000 visitors into customers is less than 2%, then something is amiss. If you are an ecommerce store and trying to sell online your ecommerce SEO should have a CRO plan to improve your conversion rate,
Google SEO Campaign in Australia
Having a great website and paying for good ads isn’t enough. You need them to arrive on your website, browse a little, and then take the action you want. You can improve your CRO to make these things happen. A great SEO Package can dramatically change the way your business grows.
There are three specific steps you should take when setting up your search engine optimisation plan in Australia. These steps will ensure that your website looks professional, backed by a trustworthy team, and ready to give a great first impression for your business.
Identify your target audience. Identify the ideal customer or client your business is targeting. Your SEO can specifically reflect tags and metadata for these people, so make sure that everything is designed around your target audience.
Remember the first impression of your business is not when a customer comes to your site. The first impression is much earlier when a customer reads the title and description of the page they are about to click on search engines. Once you have identified the customer, ensure that your content is targeted to speak to them.
Make your website your brand story. Don’t get “too creative” and start designing a webpage with mixed themes. Just like a clothing outfit can look jumbled and unattractive with too many different styles of elements added, so also can a website look distrustful and iffy when the themes, story, and context do not match each other. An example would be if your website markets to baby boomers but the colours and style are all in Modern Parisian Millenial style. Instead, the colours should be warm, homey, and indicative of the 1970’s.
Ensure that you give a consistent brand experience to your customers. Consistency also helps with improving the user trust and overall user actions on the page. It is well known that google puts emphasis on user actions and user behaviour on the page.
Optimise for crawl. Optimise your store or site so that Google and Bing can crawl, process and index your site. Sorting happens after crawling and indexing. Ensure that you set up your site for better crawlability.
Give your customers different layers of rewarding content, services, and products. Don’t make your site all text-based or all video-based. Instead, easily format it so that pictures and videos and text are all throughout the main pages. Keep in mind that your visitors should want to keep scrolling down the page, so try to format it so that your information is visible, but still accurately supported by your videos and pictures.
In conclusion, SEO is a widely varied and technically precise art form which uses the accuracy of technology and the humanity of creative expression to bring in millions of site visitors.