Website Meta Data
Your website metadata is essential for online visibility. SEO metadata is the information that specifies to Google and other search engines what they can expect to find on your web pages. Users will also see some metadata elements in the search engine results pages, which can directly impact whether they choose to click through.
Your website metadata must be aligned with the content that users can expect to find on the web page. Google uses your website metadata to establish relevancy, rank ability, and context. We focus on several key metadata elements when optimizing a webpage for Google search, including:
- Meta Title
- Meta Description
- Language Tags
- Geo Tags
- Social Tags
Metadata is a critical on-site ranking factor. Your SEO partner should be actively working to improve your website’s metadata and ensure that each page aligns with the respective target keywords.
User Experience Factors (UX)
Think UX is important now? Just wait until May 2021 when the Google page experience update rolls out. User experience is essential for effective SEO. It does not matter how good your content is or how relevant your backlinks are. If your website user experience is poor, users will simply leave your website and seek a more positive on-site experience.
Some of the most important user experience metrics that we consider in each SEO campaign that we undertake in Melbourne include:
- Click Through Rate
- Pages Per Session
- Bounce Rate
- Time on Page
- New vs. Returning Visitors
Google will periodically crawl and review your website content to ensure that it is delivering a positive user experience. Websites that deliver valuable content and provide a positive on-site user experience are proven to rank higher in Google search. When we begin working with a client, we will conduct a full SEO review that incorporates user experience and investigates ways that we can enhance the user experience for higher SEO rankings.
Technical SEO Counts
At SEORUS SEO Agency in Melbourne, we have dedicated technical SEO experts that are focussed on improving the technical SEO of your website. Technical SEO is a specialised skillset that requires a high-level of technical expertise and an astute knowledge of the most important technical SEO ranking factors. Our Technical SEO experts in Melbourne will conduct a full review of your website to identify strengths, weaknesses, and opportunities for improvement.
Here are ten of the most important Technical SEO factors that we will review periodically throughout your SEO campaign.
1. Robots.txt file
2. XML Sitemap
3. Mobile friendly testing
4. Site load time
5. Meta data issues
6. Broken internal links
7. Broken external links
8. Site architecture
9. Canonical links and structure
10. HTTPS status and SSL certificates
The list above simplifies to process. The truth is, there are literally hundreds of different technical SEO factors that can enhance or inhibit the way that your website appears in Google search. Technical SEO is an ongoing process that is designed to unearth any technical limitations that may be affecting your website from performing well in Google search. Technical SEO is not a ‘one and done’ activity. It requires constant review, updates, and improvements to ensure that your website is abiding by the latest search engine protocols. We are the SEO Agency Melbourne businesses trust for technical support and enhanced technical SEO protocols.
Internal Linking Structure
Internal links are one of the most overlooked elements of an effective SEO campaign. Everyone talks about the efficacy of backlinks (and they should), but few truly understand the power and importance of internal links for increasing rankings and website search visibility in Google.
Internal links are links that go from one page on your website, to another page on your website. They are most commonly used for navigation purposes in header and footer menus, but they can also be used in text to enhance the user experience and increase time on page, and pages per session.
Internal linking provides three key benefits for a website:
1. Information architecture
2. Navigation between pages for users
3. Indexation and crawl ability
In 2021, internal linking is one of the most overlooked elements in an effective SEO campaign. At SEORUS, we believe in the power of internal linking and use the strategy liberally in every successful SEO campaign that we undertake.
We don’t have to tell you twice – on-page content is essential for your search engine optimisation success. High quality content is the foundation of each successful SEO project that we undertake. It’s not enough to just put content on the page and hope for the best, content needs to be well researched, written, and displayed so that users can seamlessly navigate and interact with the content that they are interested in.
As of 2021, the average page 1 result on Google is nearly 2,000 words in length. Crazy, isn’t it! So then, should you be pumping out loads of content and publishing as often as you can? No, not at all. Content must be thoughtful and well researched. You are better of creating and published one good piece of content, than you are publishing 1,000 average pieces of content.
Ranking well on Google is about delivering an on-page experience that keeps users coming back to Google. Remember, Google is a business. At the end of the day, Google makes more than 90% of their total company revenue from advertisements. The function of the search results pages is to sell advertising. But the function that keeps users coming back time and time again is the search feature.
Websites that perform well in Google are those that can satisfy the user and keep them from leaving for another search engine like Bing or DuckDuckGo. If Google provides a positive user experience, users will continue to come back time and time again. Your on-page content must satisfy the user, and ensure that they get the answers that they are looking for.
At SEORUS, we go the extra mile to ensure that your on-page content is in-line with what users are looking for in Melbourne. We ensure that your content demonstrates Expert, Authoritative, and Trustworthy (Google EAT) and meets user expectations.
Keyword strategy is the single most important element in an effective SEO campaign. It is not enough to put up content and webpages and hope for the best. Putting the right words in the right place on the page ensures that Google understands the contents and purpose of each web page. We spend hours and hours ensuring that your on-site keyword usage is in-line with how users are searching for your Goods or Services online.
At SEORUS SEO Melbourne, we utilise industry leading SEO keyword research tools like Ahrens, SEO MOZ, and SEMrush to ensure we make informed decisions for your website. We look at a number of key metrics including:
• Keyword competition
• Keyword intent
• Keyword search volume
• Strength of competitors
• Keyword CPC equivalent value
Using the data that we obtain through comprehensive keyword research, we are able to plan short, intermediate, and long term goals for your SEO project. The keywords that we target for your SEO efforts are contingent on your market and your unique requirements. In the first two weeks of your SEO campaign, we will identify your target keywords and liaise with you to ensure that they are in-line with your business goals.
Our goal is to put you on page 1 of Google for the keywords that make you money, not the keywords that are going to make us look good in our end of month report. That is what separates us from other SEO agencies in Melbourne.
Permalink & URL Structure
URL structure is an often overlooked element in SEO. Search engines and users look at the URL structure of your website to understand the hierarchy of content and pages. A pyramid style URL structure is also a highly effective way to pass link juice between the most important pages on your website.
When it comes to planning the best URL structure for SEO in Melbourne, we want to do it once and do it properly. You do not want to be changing the URL structure of your website on a regular basis. When we begin working with a new client, we will examine their current URL structure. All being well, we can work within the current parameters to minimise disruption. In some cases, we will need to overhaul the current structure which can cause some initial disruption to search traffic.
Here are some of the elements that we consider when planning out the best URL structure for search engine visibility:
1. The hierarchy of content on your website
2. The capacity for growth (new services, products, categories etc.) that you may add down the line
3. Keyword usage in URLs
4. Redirect and 301 planning
5. Sitemap updates and optimisations
There are a lot of different factors that need to be considered when planning out the URL structure for a website. Generally speaking, the bigger the website, the more complex it becomes.
Information Architecture (IA)
IA or Information Architecture is the science of planning and organising content to ensure that search engine bots can easily crawl your website and users navigate through the site. IA plays a critical role in the way that Google bots crawl your website which has a big impact on indexing, crawling, and general search engine visibility. Effective IA is about ensure that the on-site content that you create can be accessed by crawl bots and rewarded with high search rankings.
Some of the key benefits of information architecture for SEO include:
• Website crawlability
• Distribution of link equity
• Improved user experience
• Enhanced on-site navigation
• Increased on-page time
• More pages per session
• Easy website crawling
• Faster indexation
Information architecture should not be a separate activity for a web development company. An effective SEO company in Melbourne will be able to help you to plan and implement the most effective IA for SEO.
Brand Mentions for SEO
In 2018, John Mueller from Google announced that brand mentions act as a positive SEO signal for web rankings. Despite saying that brand mentions do not pass page rank, they do play an important role in building brand credibility and visibility through SEO. Brand mentions play an important role in building credibility and trust with users online. The Google Panda Patent refers to the concept of ‘implied links’ as being a ranking factor in the future. Essentially, a future in which brand mentions act in place of site links to build authority with Google.
Whenever we work with a client, we actively track brand mentions through social media, search engines, and other digital marketing mediums. We push to get brand mentions in the same way that we push to get links for our clients. While they do not bear the same weight as links at this stage, we strongly believe that brand mentions will play a heightened role in the way that content is ranked in the future.
Content marketing is the fourth pillar of effective search engine optimisation. The process of researching, writing, and publishing content that is relevant to your audience is a highly effective way to expose your website to new visitors. Our SEO Melbourne team understands the intricacies of content marketing and knows how create content that resonates with your target audience. Writing and sharing relevant content is a great way to establish your business as an industry leader – not a follower.
Creating effective, SEO-friendly content marketing ensure that you are delivering value to your target audience. You are also capturing top of the funnel users that you may not be able to capture through your transactional style pages.
Studies have shown that users are more likely to spend money with a business that provides value – rather than constantly trying to sell to their target audience. Creating valuable, relevant content also puts you in the good books with Google and ensures that they are regularly crawling, ranking and re-ranking your website in the search results.
As of 2021, backlinks make up around half of the ranking factors determining how a website will appear in the search engine results pages. Links to your site (backlinks) are the most critical offsite ranking factor for search engine optimisation. Creating appropriate, trustworthy backlinks to your website is fundamental to an effective offsite SEO strategy.
For those new to SEO, Backlinks refer to links that go between two websites. For search engines like Google (and other search engines), backlinks act as a trust signal or an endorsement. The number of relevant, high-authority links you have pointing to your website will determine where your website appears in Google search.
Not all backlinks hold the same weight. For example, backlinks from social media sites or social media platforms do not count in the same way that website links do. Link building is not a matter of ticking a box.
Low quality, spammy links-building (known as black hat SEO link building) can have a detrimental effect on how your website appears in the search engine results pages.
• The trustworthiness of the links pointing to your website
• The traffic of the referring website
• The anchor text or link text used for the backlinks
• The number of links pointing to your website
• The age of the link
• The context of the link in the article
One way that you can think about backlinks is that they are akin to a job reference. Getting a job reference from someone who worked in the same department as you is good. Getting a job reference from a manager or superior is excellent. Getting a job reference from the company owner or CEO is even better. When we do link building, we look for those ‘CEO quality links’ that will provide substantial value and trustworthiness in the eyes of Google.
Business Citations or Name and Phone Number links (NAP Links) are a vital way to build credibility and bolster your local search engine presence. Search engines use business citations to verify the legitimacy of a company or organisation. When you have multiple websites with the same business information, search engines are more likely to see your business as a legitimate entity in the local search rankings.
It’s important to remember that not all directories are created equally, and not all citations will be useful. Getting local citations from a wide variety of sources is good – getting them from a wide variety of trustworthy sources is much better. We use a trusted network of directory sites to build local business citations. While it is fair to say that citations’ impact has diminished over the years, they still play an influential role in local SEO.
Google My Business (GMB)
Google My Business is the largest crowdsourced informational directory on the internet in 2021 – bar none. GMB picks up from where sites like the yellow pages, white pages, and YELP left off. As of 2021, Google My Business is the most widely used platform for reviews and business information. GMB provides an invaluable resource for updating trading hours, business information, and reviews.
Some of the benefits of a well optimised Google My Business profile include:
• Enhanced local visibility (essential for Local SEO campaigns)
• Improved communication between companies and customers
• Address Frequently Asked Questions
• Post updates to critical business information
• Instant updates and audience reach
The events of 2020 only highlighted the importance of Google My Business. When business hours changed and business activity was unpredictable, Google My Business provided a platform for companies to provide seamless business updates to customers.