Build a strong online presence, trust and credibility with Google and your target audience.
Search Engine Optimisation
SEO is the way in which you increase the volume of organic traffic to your website (that is, traffic that you don’t have to pay for). This includes direct links to various pages on your website that may rank in search engines such as Google, but also includes links from other websites that are also ranking for the search terms. SEO is not just about search engines, it’s about maximising your overall web presence.
There are three important aspects of SEO:
The 6 Points of the SEO Compass
The key question every single business owner will regularly ask themselves; how do we do better organically and show up higher in Google search results? How do we get better keyword rankings that get more leads and more revenue from SEO?
To start this journey, we need to go back to basics, to the first principles of SEO.
You need to have a technically sound, strong and effective website that Google can find.
Build a great website for your target audience that Google loves.
Having great content that engages your target audience.
Your backlinks must be real, must be legitimate and must be relevant.
SEO Competitor Analysis
Be better at SEO than your competition.
Strategy & Analytics
Like any journey, you need a comprehensive plan on how you’re going to get to your destination. This includes using Business Intelligence data and analysis, to determine where your business is at, what gaps need to be filled, and the best strategy for your business to help you reach your goals.
When it comes to SEO, our SEO Audit is a thorough review of your current technical SEO setup and how your website is currently performing. It provides clear insights into improvements that can be implemented for better results, and covers the following important aspects of SEO:
How well can the search engines find and index your website?
How search engines index your website is basically the process of downloading a site or a page’s content to the server of the search engine, thereby adding it to its “index”. In order for the search engines to be able to do this, your website needs to be set up accordingly:
How well can the search engines find and index each individual page?
This is how you tell search engines what content is on each page so they can index it correctly and show it in relevant search queries. It includes things like ensuring title tags, meta descriptions and H1 tags are all updated in the backend of your website. These are the headings and descriptions that will appear in a google search to provide a brief insight into what content is on that particular web page.
How well can search engines (and visitors) can navigate your site?
The navigation structure on your website is important as it provides internal links to every page on your site and points search engines to the most important pages (so search engines can read navigation drop down links), which also allows all pages to be indexed. Key aspects that need reviewing are:
How well does your website translate to mobile?
With over 40% of Australian internet use being via a mobile phone, it is imperative to maintain a competitive advantage that businesses have a mobile responsive website. This should take into account:
By implementing SEO improvements outlined in the SEO Audit, your website will already be on track for better optimisations, however that alone is not enough to get the traction your website needs. Continual optimisations that increase the visibility of your website across a multitude of platforms will drastically improve not only your rankings but the traffic to your website. Some of the SEO strategies we recommend include:
Building Trust and Authority
External links to your website is an excellent way to not only drive traffic to your website, they help you rank better. They tell Google you’re an authority on a certain subject so the more good quality links you can get the better. Here’s some of the ways in which we will help you do it:
In order to achieve the above, you are more than likely going to need to start here – developing rich, relevant, engaging and current content. It’s all about what your target audience are searching for and you will know this from your keyword research. By continually developing new and interesting content you can use it to refresh and update your website and reach out to other websites, too.
A Great Website
It may seem obvious but having a great website is paramount. And not just a good-looking website, but one that is optimised for SEO. At a minimum, it should be visually appealing, easy to navigate, display clear unique selling points and call to action, have a simple user journey, be mobile responsive, be full of super relevant and helpful content and have a strong message coming through on your About Us page to really connect with your audience. It should also be working for you by collecting leads – this is really important as it will help you develop a database of ‘qualified leads’ that you can market back to as part of your email strategy.
Now we’re getting serious. We’ve got our SEO on track, we’re ranking well for key search terms and we’re getting our website and content humming along. But what’s needed in the longer term to maintain our good positioning and outplay our competitors?
We sure can help! Fundamentally, increasing your presence on Google for the long term involves showing Google that your business is the best match for its searchers' needs. This means your website needs to be easy to use, relevant and technically sound. When you're awesome, people start talking about you, and when people talk about you online, Google listens and rewards you by ranking you higher! How do we help? We'll guide you to make your website genuinely awesome and useful. We'll also help you identify what you're really selling so you can target your customers better and add value to them. We'll continue this process with you aiming for a minimum of 25% growth year on year because we're about sustainability, not smoke and mirrors!
Every case is different, but generally between 4 to 12 months. You see, SEO is like pressing the accelerator in a car - just as it takes time for the car to speed up, SEO requires continuous investment of resources and time to see results. And if you let go, just as a car slowly slows, your results will slowly decline. Stiff competition is like trying to accelerate up a hill - it takes more time to reach your desired speed. Good SEO strategies are sustainable and often see a continuous improvement in results over time. It's important to beware of SEO companies selling fast results, putting the pedal to the metal is ok once in a while, but how long will your engine last? And once you're past Google's speed limit, you're at risk of losing more than you gained (Google penalises websites illegally trying to gain position - you may get away with cutting corners on some racing games, but Google is not one of them).
SEO is an art (a worker puts his back into it, a craftsman puts his head into it, but an artist - an artist puts his heart into it!). Anyone can get a website ranking, but the key is to get your website ranking for search terms used by customers looking for your product or service. We at Due North, analyse search trends and determine the intent behind them (this involves our head). Then we'll work with you to align your website and online assets to address these trends (this involves our back). We'll also work with you to ensure your website is awesome, easy to use and adds value - so when people come to you, they convert (and this involves our heart).
Many SEO agencies focus on increasing your Google rankings fast. Due North focuses on your business goals as a whole, and then leverages SEO strategies as part of a whole marketing strategy to ensure your business sustainably grows 25% year on year. Many SEO agencies are like McDonald's - fast and convenient, but not much substance (don't get us wrong - we love McDonald's, especially our SEO techie, but as part of a balanced diet). Due North is like a home-cooked wholemeal pasta that keeps you full and feeling good for longer!
What's in KFC's secret 11 herbs and spices? If only we knew! Likewise, Google (and other search engines) guard their search algorithms carefully. However, many factors are known to resonate with search algorithms nicely. These include, but aren't limited to, being mobile friendly, loading fast and securely, and providing a good user experience (i.e.: If people consistently spend 10 seconds on your website then leave, Google will rank you further down). Having quality content that targets the right keywords and adds value to your audience, coupled with structured data, is also beneficial to your rankings.
If your website's intention is to get attention and win customers, then it's important that SEO and website development occur simultaneously! SEO is the make up and preparation before a job interview - you don't want to present yourself to Google like you just got out of bed do you? Forming your website with your customer and SEO in mind is critical to it's success and will save you a lot of money down the track!
You sure can! In fact, we have a few blogs that can guide you on the principles and methods for SEO and digital marketing. Keep in mind though, a successful business owner does what they do best and delegates the rest to others that have shown competence in that field! It's easy for SEO and marketing to fall by the wayside when things get busy. That's why we recommend having dedicated resources to the task of SEO and Digital Marketing when business reaches such a level. If you feel that a partnership with a quality & holistic focused Digital Marketing Agency will benefit your business, we're just a phone call away!
You can, but it's not necessarily ideal as both SEO and PPC (buying ads) help in different ways. PPC allows you to connect with customers when they need you, but SEO provides more exposure to your business in general, leading to better brand affiliation and prominence. It depends on your marketing strategy, but we often recommend a mix of PPC and SEO to increase your online presence for the long-term whilst also making gains immediately. SEO also helps you analyse your website, increasing its effectiveness, which naturally increases your PPC outcomes.
Keywords are the search terms people type into a search engine. For example, if you're looking for a good café in Hawthorn, you could type "good coffee in Hawthorn" - that is a 'keyword'. When you learn what keywords people are using to find products or services you offer, you can align your website accordingly - connecting your business to potential customers. However, Google is getting smarter by the day and it knows that 'good coffee in Hawthorn' has the same intention as 'Hawthorn good coffee' - so you shouldn't stuff your website copy with every keyword variation - people first; machines second!
Backlinks are literally links from other websites that point to your website (so people can click through to visit you). When many good websites point to your website, Google tends to rate you better because Google trusts you more!