Search engine optimisation, commonly referred to as SEO, is the process of improving your website to increase its visibility and ranking in unpaid search engine results. With more Australians using search engines like Google to find products, services and information online every day, SEO has become crucial for business success Down Under.
This comprehensive SEO beginner’s guide by AppKod aims to provide Australian businesses with an introduction to the basics of SEO and how to get started optimising their websites for search engines in the Australian market. We’ll cover topics like keyword research, on-page and technical SEO, off-page strategies and measurement. Our goal is to equip you with the core knowledge needed to start improving organic search visibility and driving more qualified traffic to your website.
What is SEO?
SEO refers to the process of affecting the visibility of a website or a web page in a natural or unpaid search engine result. The key goal of SEO is to increase the number of visitors to a site by obtaining higher search engine rankings in both paid and organic results pages through a variety of techniques.
SEO differs from search engine marketing (SEM), which refers specifically to paid advertising on search engine results pages (SERPs). While SEM involves optimising ads and paying for clicks and impressions, SEO focuses on unpaid or “organic” rankings that are not directly purchased but rather earned through relevant, helpful content and link building.
How search engines work
At a basic level, search engines like Google aim to return the most relevant results possible for a user’s search query. They do this by “crawling” the web, indexing website content and metadata, and using algorithms to analyze hundreds of ranking factors to determine the most helpful and authoritative pages.
Search engines crawl websites to discover fresh content. They read the content, URLs, meta tags and other on-page elements to better understand what each page is about. This information is then indexed for fast searching. Ranking algorithms analyze various indicators of relevance, quality and popularity to place websites high up in the search results for relevant queries.
Types of SEO
There are three main categories of SEO: on-page SEO, off-page SEO and technical SEO. On-page SEO includes all elements that can be directly optimized on your website like keywords, content, page speed etc. Off-page factors like backlinks, citations and social shares point to your site from outside. Technical SEO focuses on site health, speed and user experience areas. Together, these constitute a comprehensive SEO strategy.
Keyword Research for the Australian Market
Choosing the right keywords is fundamental to any SEO campaign. Australian search habits differ from other regions so it’s important to research keywords locally. Tools like Keyword Planner, SEMrush and Ahrefs allow you to analyze search volume data for Australia. Some tips:
- Identify head terms and long-tail keywords relevant to your industry and location.
- Consider demographic variations by investigating keywords in capital city vs. regional areas.
- Check for geo-specific keywords including Australian slang or branded terms.
- Monitor search interest over time and seasons to anticipate demand fluctuations.
- Optimize some pages for competitive national keywords while having local community pages too.
On-page SEO strategies
On-page elements have a direct impact on how search engines understand and rank individual pages. Here are some best practices:
Optimize page titles and meta descriptions around target keywords while providing value to users.
Include keywords naturally in headings, subheadings, URLs and throughout body copy in a user-friendly way.
Use internal linking to connect related pages and pass value between them in the eyes of search engines.
Ensure seamless experience across devices through responsive design and pages loading instantly on mobile.
Continuously create and curate fresh, educational content users will want to engage with and link to.
Technical SEO for Australian Websites
Technical aspects like speed, security and code quality directly impact user experience and SEO ranking potential. Here are some Australian technical SEO essentials:
- HTTPS implementation is now table stakes with Google pushing secure sites aggressively.
- Optimize site speed which impacts 53% of Australian searchers. Run speed tests with Google PageSpeed Insights.
- Consider CDN integration to accelerate resource delivery across Australia’s vast geography.
- Leverage local SEO capabilities on Google Search and Google Maps with accurate GMB listings, optimized citations and maps integration.
- Adopt mobile-first indexing by Google which ranks mobile experience more heavily. Ensure pages load fast under 2 seconds on mobile too.
Building Backlinks for Australian Websites
While your website’s on-page optimizations and content are important factors, another crucial ingredient for rankings is building authority and trust through relevant backlinks. Some key strategies in Australia include:
- Guest blogging on highly ranked Australian blogs and directories relevant to your industry or geographic area.
- Promoting brand and thought leadership through Australian media outreach targeting industry reporters.
- Optimizing Local Citations across directories, local guides and OSC profiles citing your Australian business locations.
- Leveraging social signals through active involvement in industry groups, forums, communities and social promotion to targeted Australian audiences.
- Creating high-quality resource pages, tools or case studies shareable through Australian digital and industry trade associations.
Tracking SEO success
Regular tracking and reporting is crucial to understand campaign effectiveness and make decisions. The most common metrics include:
- Organic traffic and ranking reports from Google Search Console and SEMrush.
- Page-level analytics on key pages in Google Analytics for traffic and performance.
- Competitive analysis through tools like Ahrefs and Majestic to monitor ranking fluctuations.
- User behavior metrics like bounce rate, average session duration and conversion rates.
- Monitor SPLT (seconds per landing page) from Google Analytics to track page speed over time.
- Regular audits of technical, on-page and off-page SEO elements to identify issues and improvement areas.
- Adjust tactics based on data to maximize ROI from the Australian SEO campaigns.
Future of SEO
Some emerging trends in Australian SEO include:
- Voice search through platforms like Google Assistant is on the rise. Optimize headings, contents and snippets for voice queries.
- AI and machine learning is evolving algorithms. Data-driven SEO requires accurate tracking and prompt analysis to adapt quickly.
- Nearby and local intent searches are growing in Australia driven by geo data. Enhancing local citations and GMB listings is crucial.
- Content format is diversifying with video, augmented reality and conversational styles. Optimizing across mediums will future-proof SEO.
- Personalization and intent analysis will shape results more. Understanding customer journeys and offering relevant content at each stage will improve conversions.
Why choose AppKod?
AppKod is a leading digital agency based in Australia with a dedicated SEO team experienced in optimizing websites for the Australian market. We offer personalized SEO strategy, execution, technical consulting and ongoing campaign management backed by data-driven reporting. Our clients benefit from measurable ROI through long-term partnerships. Contact us today to kickstart your SEO success Down Under!