Search Engine Optimisation or SEO in Australia is critical for every business wanting to have an online presence. Many think it’s about writing a few articles to achieve a ranking on search. Unfortunately it’s not as easy as that.
Here’s a guide to some of the tactics and approach Medium Marketing uses to achieve ranking on the first page of Google. We have provided two formats, one in slide form and the other as part of the content below.
What is Search Engine Optimisation (SEO)?
SEO is an approach used to achieving a high ranking on search engines with the objective of growing website traffic. There are a number of search engines that exist, however when starting out, there is only one that matters – Google. Google has over 90% share of all search meaning that’s where the traffic is. There are a number of steps that we need to take to optimise our website to rank at Google which we will talk through.
The role Keyword Research plays in SEO
Keyword research is required to help understand what keywords you want to target with your content to rank for and drive relevant traffic to your site. Our approach at Medium Marketing is to start with identifying the best keywords to rank for and ensure that you rank top for your own brand name.
a number of tools like Google Keyword Planner, Ahrefs and SEM Rush. For larger brands, we also work with tools like AdGooroo which provides share of voice for both paid search and organic.
For new sites, it is worth considering a combination of broad (2 to 3 words) and long tail keywords (4 words plus) that are not difficult to rank for. We use Ahrefs KD metric to understand the difficulty factor. Broad keywords are good for getting awareness whereas mid to long tail keywords are better for intent and conversion.
Why Creating Good Content is Essential for SEO
Once you have selected a list of keywords, identify the ones with strong traffic or part of a broader group of keywords then create really good content that targets these keywords. What is “really good content”. Simply find existing content that exists that already receives good traffic for the keywords identified and make sure it’s better than that. In addition, make sure that content is linking to lots of other really good content across your site. The more engagement you get on your site from a keyword, the higher Google will rank you as it is an indication that you have relevant content to what people are looking for.
Once you create the content, make sure the on-page SEO is optimised with the right meta tags and meta descriptions. If you are using WordPress a plugin like Yoast is great for establishing the titles, descriptions and making sure you include the keyword a number of times throughout the article (but not too much). Note that the number of times the keyword appears in an article is one of Google’s oldest measures and now they penalise articles repeat these keywords excessively for ranking purposes. Now they promote articles that have terms in the article that have a high lexical relevance to the focus keyword.
The Importance of Backlinks to SEO
Backlinks are absolutely critical for Google to rank your piece of content. This means finding credible sites, people and resources that will link back to your article. This requires a bit of manual outreach to partners, and publications in the same industry or promoting the content piece on social media to get shares. You can’t guarantee that people will share or link to your content, however you have a much better chance if your content is unique and serves a purpose for the end reader.
Measuring the Impact of SEO
It is important to focus on SEO to grow your website traffic over time, however results don’t happen overnight. It is a long term strategy and it is important to measure the impacts of SEO over time. Key metrics to include when looking at improvements in SEO includes:
- Google rankings for keywords – the goal is top 3 ranking
- Website traffic from Google Search – you can monitor traffic and growth with Google Analytics
- Number of keywords you rank for
- Engagement – metrics like time on site / page, bounce rate and pages per sessions provides an understanding of the quality of your content and relevance to the keywords
- Leads / Sales – finally understand how many leads you are receiving from organic search
If you follow this strategy, you will see improvements in Google rankings on a monthly basis, however this takes time and effort. If you can, outsource this job to a reputable team so that you can focus on other key parts of your business.