Aussie SEO is an expert SEO agency that provides services to clients in Brisbane, Gold Coast, Sunshine Coast, and Australia-wide. Today, a well thought-out, customised SEO strategy is a must for any business. We are confident that we’ll help you up your digital marketing game by delivering top SEO, real results that lead to potential new clients and increased sales for you.
On Page SEO
We offer SEO services to companies that want to achieve better search engine rankings and increase their website's visibility. Our SEO experts have a wide range of advanced SEO skills and can help you improve your business's rankings on Google - and any other major search engine’s - results pages (SERPs), delivering you new customers and helping you drive more revenue from your online presence.
Our team of digital marketing consultants will work with you to develop an effective, highly customised content strategy for your business - and then implement it. If you're looking for a Brisbane SEO specialist or digital marketing agency - then give Aussie SEO a call today!
Our clients often ask us what some SEO terms mean and how they can be sure that their SEO efforts and spending pay off. In this article, we answer the most frequently asked questions we get asked about SEO.
What is SEO (Search Engine Optimisation)?
Search Engine Optimisation (SEO) is a term used to describe the practice of making your website more visible by ranking higher on search engine results pages.
Google and most other major search engines have their own unique set of search algorithms and priorities, but some search engines may use others’ algorithms from time to time. These algorithms tell search engines which search results to show users when they type in a specific keyword or phrase - and, ideally, search engines do this based on new, unique, interesting, and relevant content.
Search engine optimization (SEO) is the process of optimizing a web page so that search engines will like it better than your competitors' pages and rank it higher in search results for search terms relevant to your content.
Today, search engine popularity drives visibility, the popularity of search terms drives search volumes (how many people search for that keyword or phrase monthly), search volume is directly related to advertising revenue - and so the cycle continues.
So, SEO is all about making search engines like your content more than what other websites have to offer.
SEO can be either white hat, where you comply with Google's guidelines (which ideally should guarantee that you are never subject to Google penalties) - or black hat SEO which includes practices like buying links from third-party companies under shady arrangements.
White SEO tactics are an ethical way to rank higher in search engine results.
White SEO uses multiple techniques that can be applied to content, images, and other website elements. SEO services like link building are designed to help you rank higher with Google while avoiding penalties from Google updates that weed out shady, “black hat” link building practices. SEO has become a mix of art and science, as there are clear rules that search engines like Google use to rank search results - but these rules are complex and ever-changing. Keeping up with the latest SEO developments involves a lot of time, effort, and dedication - that is why leading SEO specialists are constantly learning and experimenting with new techniques to stay ahead of the game.
What is Organic Search?
Organic search results are search results that are listed in the search engine's unpaid, unsponsored results. The top three listings on the first page of many searches in Google are usually paid advertisements, but search engines try to give other search results (usually below the paid listings) a more natural and organic look.
Google and other search engines are always aiming to make sure that their search results are relevant and useful, not spammy or repetitious. A search engine does this by using ranking factors - such as Google's PageRank algorithm - which rewards sites based on a variety of factors such as whether they are linked by many other reputable sites, how useful and engaging their content is, etc.
Organic search delivers listings on Google that website owners do not pay for. Organic results just appear in the list of search results when people search your industry or market area, and, depending on how much competition there is for those terms within Google's search engine, it can be a very low cost way of getting targeted traffic to your website.
What is Google Algorithm - and why should you care about its updates?
Launched back in 1997, today Google is the most popular search engine on the Internet with a market share of over 65%. Google’s search engine uses an algorithm to rate web pages in the order of their importance. As any other product, Google Search constantly develops and changes. The Google algorithm updates its results periodically, making it one of the most dynamic and updated algorithms in the search engine industry.
Google has been known to change its search algorithm multiple times every year. The main goal of these changes is to provide better-quality search results for Google users, but, nevertheless, some changes are bound to cause problems for websites if their code or SEO strategy doesn't comply with the new algorithm.
Under no conditions does Google reveal details regarding how its website rating system works. In practice, though, they do confirm that links from websites that have a high ranking are more valued as they are a sign of popularity. But, of course, it’s not just as simple as that.
Some other factors taken into consideration include:
Domain authority (DA) - an index that measures how many individual web pages trust the domain and link to it from other websites with a high authority. For example, domains linked by authoritative sites (like .edu, .gov, etc.) have more authority than those linked from sites with little to no authority.
Page Authority (PA), which is one of the main components of domain authority. It measures a web page's individual trust in just the page being rated instead of the entire domain.
PageRank (PR), the original algorithm created by Google founders Larry Page and Sergey Brin while they were Ph. D students at Stanford University. This component of the algorithm was based on the human behavior pattern to link sites with similar content and to reference sites they had already visited.
Some more recent ranking factors include bounce rate (the time that visitors spend engaging with a page’s content) and the site’s loading speed. Both of these factors contribute to user experience, with Google users preferring fast-loading sites with engaging content - and Google rewarding the websites that continually perform well on these metrics.
Of course, there are many other factors at play when it comes to how Google’s algorithm ranks websites and individual pages. This is why for any business aiming to thrive in today’s competitive online environment it is more important than ever to have a well-thought-out and implemented, consistent SEO strategy in place.
Is SEO Strategy the same as Digital Strategy?
SEO strategy should not be confused with digital strategy.
Digital strategy is a multi-layered digital marketing plan for business. The digital aspect encompasses all digital media available including social media, search engines, video, and more. A digital strategy establishes goals and target markets - and then executes digital campaigns to meet those goals. It may also be segmented by different industries or customer segments (e.g. digital strategy for retail versus digital strategy for B2B).
Digital marketing tactics include SEO, paid search (Google Ads), display advertising, affiliate programs etc. The digital campaigns are designed to target markets, establish a consistent customer experience, communicate trust, and establish credibility.
SEO strategy is an important part of digital strategy - as SEO is one of the most cost-effective digital marketing tactics. It is designed to improve your search engine ranking and position, giving you greater visibility in the digital world. SEO gives you a digital advantage over competitors; however, it cannot be considered a digital strategy on its own.
Simply speaking, SEO is one tactic within the digital strategy that can help businesses achieve their digital marketing goals.
How do SEO companies conduct SEO auditing?
An SEO audit is a detailed examination of your website's on-site SEO optimisation. It can determine what needs to be done to improve your organic search engine rankings over time.
For example, an SEO audit can discover the top-performing keywords that bring in traffic and determine which ones you should be optimising for. The audit also gives you recommendations to help turn visitors into customers by providing a path to follow.
The SEO audit should be a thorough review of important areas that will affect your website rankings, including:
Content: Error messages, duplicate content, improper use of headings and insufficient keywords can all hurt your site's ranking potential. Also, a detailed SEO audit can assess your existing content strategy - or help you develop one.
Links: These are vitally important to help your website's ranking performance. An audit will uncover any broken links, develop internal linking recommendations, and determine areas where you should focus your outreach efforts.
Canonical tags: These are an important part of SEO website optimisation because they prevent search engines from seeing duplicate content on your site.
Site speed: An SEO audit can uncover areas of improvement for speeding up your site’s loading speed on both desktop and mobile devices.
Social media presence: A comprehensive SEO audit has recommendations for how to strengthen any social media accounts you have.
The audit report should always include information that shows the overall health and performance of your site, as well as a list of recommended actions to improve its SEO standing.
What are SEO campaigns?
To be successful, your SEO campaign needs to be comprehensive and must include both onsite and offsite SEO. Pay per click advertising can be an optional addition to any SEO campaign because, if run properly, it can drive qualified paid traffic to your website straight away - while your organic SEO efforts usually take some time to pay off and start bringing reliable traffic to your website.
Onsite SEO is an on-page optimisation that is done to improve search engine rankings. Onsite SEO requires time, effort, experience, and attention to detail to deliver results. Everything on your website - from its technical structure to design, headings, and keywords you use - has the potential to influence your search engine rankings. That is why it is so important to have SEO experts with proper expertise and attention to detail in charge of your onsite campaign.
Offsite SEO is crucial for any site’s popularity and includes such activities as guest posting and outreach. The tactics used for these activities change constantly, as Google updates its algorithm all the time to promote white hat practices and try and weed out any black hat or just shady activity. That’s why offsite SEO is also best left to experts that know how to capitalise on the latest SEO techniques without risking attracting Google penalties.
What is a Content Strategy - and does my website need one?
An SEO content strategy is paramount for your SEO efforts to pay off, as it ensures that the visitors to your website can always access engaging, up-to-date information - so they stay on your website and do not navigate away from it. Lately, bounce rate has been playing an important role in Google ranking of sites - so regularly uploading engaging content has never been more important.
While this may seem like an obvious step in search engine marketing (SEM), many businesses overlook the need to actively engage their customers and visitors via content. A good content strategy not only ensures that people stay on the website but also helps to encourage site visitors to return frequently. Having a continuous stream of new information keeps search engines coming back for regular visits.
Great content strategy and SEO go hand in hand - without being overly aggressive in an “SEO is everything” way.
How do I know if my SEO campaign is successful?
Measuring and evaluating conversion rates for your SEO efforts should never be overlooked, as they provide an important way to measure the effectiveness of your SEO campaign. The conversion rates for an SEO campaign could be measured in a variety of ways. Some of the examples are conversion rates from a client referral, conversion rates from a search engine result, conversion rates from an organic search, etc. The conversion process and user journey will be different for each of these conversion rates, but that shouldn't stop you from figuring out how to calculate conversion rates and applying them to your SEO campaign. Constant review and analysis of conversion rates is important as it delivers insights into your customers’ website journey and offers opportunities for conversion rates optimisation.
Here are just a few tips on measuring conversion rates for SEO campaigns:
- Measure click through rate (CTR).
The most basic metric for measuring your SEO performance is to track the click-through rate of every link on your website. If you can get people to visit one web page, there's a higher chance that they'll make it to more pages on the site and become regular customers. Google Analytics allows you to track the click-through rate of every link on your website.
- Measure conversion rate.
This is simply a ratio that measures how many people complete an intended goal. The conversion rate for your site might be, for example, "one out of every twenty visitors made a purchase." This will give you a real sense of how effective your content is at bringing in potential customers.
- Measure bounce rate.
This is one of the most overlooked metrics by content creators, but it can be a useful method for measuring content quality - besides, it is now being used extensively by Google as a page ranking factor. The "bounce rate" refers to how many visitors leave after viewing only one page on your site. If you find that people are leaving your content quickly, it might be because your content isn't as helpful or engaging as it could be.
- Measure average time on site.
This metric is also a simple one to measure, yet it can have serious implications for content creators. The average time spent on site simply refers to how long each unique visitor spends on every page of content on your site. If this number continues to rise, it usually means that content quality is increasing and the visitor experience is improving.
- Measure content engagement rate.
The content engagement rate measures what percentage of unique visitors interact with content on your site. This metric can be difficult to measure because it's dependent on how you've designed your content, but content engagement rate can be used as a benchmark for content creators. If content engagement is low, the content should be revamped before publishing to improve the visitor experience.
- Measure bounce rate by content type.
This is another very important metric that content creators often use, as it helps them to look at their content through new eyes. You might think that content on your blog is great, but by analysing content engagement and bounce rate you might find that certain content types are better than others at bringing in new visitors. If content creators use this metric to restructure content around what works best, then the content can be structured more efficiently.
Ultimately, it's important to include as many metrics as possible when measuring the content performance of your website. Every digital marketing campaign is unique, so content creators need to understand the metrics that can be used to measure content effectiveness on their own sites. There are many other methods for measuring content performance too, but the six metrics listed above are a great place to start tracking content engagement and efficiency.
What is Google My Business (GMB)?
Google My Business (GMB) lets you create a dedicated listing for your business on Google and include essential information that your potential customers need to visit or contact your company and to make a purchase from your business.
How does GMB affect SEO? Your GMB listing offers important signals to Google about your website and how you are doing a local searches. It's this GMB data that will then affect where you appear in the local results of Google - so, GMB plays an important role for organic listings, too.
While GMB won't add any links or content directly to your ranking algorithm, it is something definitely worth doing and should be considered a natural part of your local SEO strategy. In terms of its effect on your search engine rankings, GMB is reliant on what Google already knows about your brand and whether or not people have interacted with that brand online.
So, GMB can help with rankings if Google knows about your business and the GMB is a verified source of your brand information.
Why hire an SEO agency?
There are plenty of reasons why hiring an SEO agency is often the best option for your SEO needs.
One of the main reasons is the wealth of experience that SEO agencies can offer. While hiring an SEO company might go against the idea of choosing the cheapest option in terms of your SEO costs, in the long run you will save money because you won't have to hire any dedicated SEO specialists for the task - instead, you get to capitalise on the expertise and experience of highly professional SEO teams that best SEO agencies and digital marketing companies offer.
SEO agencies also usually buy ongoing subscriptions to the professional version of the best SEO tools on the market (such as Semrush, Screaming Frog, Ahrefs, etc.) These SEO tools are extremely helpful but many of them are expensive - and the costs tend to add up quickly. While you as an individual business owner might buy a subscription to one or two SEO programs, an SEO company will have ongoing access to dozens of them and will be able to use the ones best suited for your SEO needs. This will save you a lot of time and trouble since using SEO software also requires experience and expertise.
While it is always beneficial for business owners and website designers to have some understanding of SEO, it’s important to remember that SEO companies have already done the SEO research that you need - especially if they already have businesses from your industry among their clients.
Hiring a reliable SEO agency with a proven track record is a great investment into your business.
What do I look for when evaluating SEO agencies?
Each business and industry is unique and has their own requirements when it comes to SEO strategies and marketing campaigns. However, there are some basic things that every business should look for when choosing an SEO agency.
The SEO agency has to be on the same page as you. They should understand your business model so that they can offer you an appropriate SEO package for your needs. They should also have a solid grasp of what's going on in the online world. If they don't, then you're not getting the full picture or benefits that an SEO agency could provide for you.
Your agency should be able to pass the “knowledge of SEO” test by being able to explain SEO-related concepts using clear and concise language and examples (for instance, defining "SEO" or explaining why some sites are ranked higher than others). They should also be proficient with keyword research and content strategy and have a good grasp of SEO-related technologies and content management systems (like WordPress).
Today, SEO professionals need to be able to optimise websites for different devices. The landscape is changing as more people are doing online searches from their tablets and phones than from their desktop computers. Your agency’s SEO consultants should be able to advise you on the most effective keywords and help you optimize your site for mobile devices.
One area that's often overlooked is an SEO agency’s quality assurance measure. A good SEO agency will use site quality assurance measures to make sure that your website is not breaking from an SEO perspective – for example, when it updates its blog or news section. They should also be able to inform you how long the process and implementation take. Solid SEO practices delivering results that are ongoing take time to implement - so it is important that you are given realistic time estimates.
Your SEO agency should have a solid knowledge of your target audience and how they are using search engines to find businesses like yours. Ideally, your SEO agency should cooperate with you to establish what keywords or phrases your prospects are using to find you – and how they're doing it (search engines, Google Adwords, social media, etc.). They should also know what kind of language and tone your target audience uses when searching for something related to your business and try to incorporate this into the content on your site.
Most importantly, your SEO agency should aim to have a solid understanding of your business goals and ensure that your SEO strategy is aligned with them. If the conversation with your SEO agency immediately shifts to the technical details like keyword density or meta tags before you've even had a chance to mention what exactly it is that you want to achieve (revenue, leads, etc.), then you know right away that they are not taking the time to understand your business.
Taking the time to select the right SEO agency and working closely with them to make sure that they understand your needs and business goals is crucial if you are looking to establish a lasting online presence and generate a constant stream of online sales.
Why choose Aussie SEO (Brisbane) for your SEO needs?
Have you just started a local Brisbane business? Or maybe you have been running a company in Brisbane for a while and are looking to establish a solid online presence? Whatever stage your business is in, you can be confident that Aussie SEO is here to help!
The SEO industry is an extremely competitive one. So, how do you know which of the many Brisbane SEO companies to choose? Lately, there’s no shortage of SEO service providers out there, and it can be tough to find one that meets your needs and will lead you to SEO success.
Here are just some of the many SEO services that Aussie SEO can provide for your business:
- Conduct a professional outreach (links building) campaign, delivering you quality backlinks that help improve search rankings
- Develop content strategies that are both user and SEO-friendly
- Produce targeted, engaging, relevant content for your website
- Monitor, maintain and improve your website's performance
- Manage pay per click (PPC) campaigns so you only spend money when necessary
- Report on your website’s performance on a monthly basis
- We’d be happy to assist you with any digital marketing needs - from one-off SEO consultations to taking complete care of your digital strategy.
So, don’t delay and contact us at Aussie SEO - your Brisbane SEO specialists - today!