Website Meta Data
Your website metadata is critical for digital visibility. SEO metadata is the information that outlines to Google and other search engines what they will discover on your web pages. Users will also see some metadata elements in the search engine results pages, which can directly influence their choice to click through.
Your website metadata must be consistent with the content that users anticipate they will find on the web page. Google uses your website metadata to indicate 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 proactively working to better your website’s metadata and ensure that each page is consistent 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 is launched. User experience is a key factor in great SEO. It does not matter if your content is written by an expert or the relevancy of your backlinks. If your website user experience is insufficient, users won’t persist on your website. They will seek an easier and more positive on-site experience.
The most significant user experience measures that we consider in every SEO campaign that we undertake in Sydney include:
- Click Through Rate
- Pages Per Session
- Bounce Rate
- Time on Page
- New vs. Returning Visitors
Google will regularly crawl and evaluate your website content to ensure that it is delivering a good user experience. Websites that provide useful content and provide a positive on-site user experience historically rank higher in Google search. At the start of our client relationship, we will conduct a full SEO analysis that incorporates user experience and examines ways that we can enhance the user experience for higher SEO rankings.
Technical SEO Counts
At SEORUS SEO Agency in Sydney, we have technical SEO experts that focus solely on advance the technical SEO of your website. Technical SEO is a specialised skillset that requires a high-level of technical knowledge and an astute expertise of the significant technical SEO ranking factors. Our Technical SEO experts in Sydney will undertake a holistic review of your website to determine strengths, weaknesses, and opportunities for improvement.
Here are ten of the most important Technical SEO factors that we will review periodically through 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
This is the most simplified list we can come up with. The truth is, there are hundreds and hundreds of different technical SEO factors that can improve or impede the way that your website appears in Google search. Technical SEO is a continuous process that will uncover technical limitations that affect your website from performing to the best of its ability in Google search. Technical SEO requires constant revisions, tweaking, and improvements to ensure that your website is meeting the latest search engine protocols and requirements. We are the SEO Agency Sydney businesses trust for technical support and advanced technical SEO protocols.
Internal Linking Structure
Internal links are one of the most underrated factors of a meaningful SEO campaign. Everyone talks about the value of backlinks (and they should), but few truly comprehend the power of internal links for improving rankings and website search visibility in Google.
Internal links are links that take the user from one page of 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 within the content of the page to elevate the user experience and increase time on page, and pages per session.
Internal linking provides three crucial advantages 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 generously in every SEO campaign that we undertake.
You probably already know that on-page content is absolutely necessary for your search engine optimisation prosperity. High quality content is at the core 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 must be well researched, written, and displayed so users seamlessly navigate and interact with the content they are interested in.
You might be surprised to learn that as of 2021, the average page 1 result on Google is nearly 2,000 words in length. So then, should you be pumping out an abundance of content and publishing as frequently as you can? No, not at all. Content should be thoughtfully written, have a strong purpose, and be well researched. You are better off producing and publishing one good piece of content, than you are publishing 1,000 ordinary pieces of content.
Improving rankings on Google is about producing an on-page experience that users enjoy and keeps them coming back. Remember, Google is a business. Google makes more than 90% of their total company revenue from advertisements. In the same token, the purpose 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 achieve good results in Google are those that can fulfill the user’s needs and keep them from leaving for an alternate search engine like Bing or DuckDuckGo. If Google provides a great user experience, it will be the preffered search platform. Therefore, it is essential that your on-page content satisfies the user by producing relevant content that ensures the user gets the answers they are looking for.
At SEORUS, we go above and beyond to ensure that your on-page content is relevant to what users are looking for in Sydney. We ensure that your content demonstrates Expert, Authoritative, and Trustworthy (Google EAT) and delivers to user expectations.
Keyword strategy is the single most significant component of an effective SEO campaign. It is not enough to release content and webpages and forget about them. Putting the correct key words in the right place on the page ensures that Google can easily identify the contents and purpose of each web page. We spend endless hours ensuring that your on-site keyword usage is in-line with the actual search behaviour of your customers for your Goods or Services online.
At SEORUS SEO Sydney, everything we do is backed by evidence. We leverage industry leading SEO keyword research tools like Ahrefs, SEO MOZ, and SEMrush to make wise 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 collect through extensive keyword research, we are able to plan short, intermediate, and long-term objectives for your SEO project. The keywords that we target for your SEO efforts are subject to your market and your individual requirements. In the first two weeks of your SEO campaign, we will identify your target keywords and communicate with you to ensure that they will successfully meet your business goals.
SEORUS have one objective: to get your business 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 distinguishes us from other SEO agencies in Sydney.
Permalink & URL Structure
URL structure is an element in SEO that is often not taken into consideration. Search engines and users look at the URL structure of your website as a guide to comprehend the hierarchy of content and pages. A pyramid style URL system is also a highly succeful way to pass link juice between the most influential pages on your website.
When it comes to laying the foundations of the best URL structure for SEO in Sydney, we want to do it once and do it well. Changing the URL structure of your website is painful to conduct on a regular basis. When we onboard a new client, we will examine the current URL structure of their website. If the hierarchy of links is already optimised, we can work within the parameters and minimise disruption. However in some cases, we will need to overhaul the current structure which can result in some initial interruption to search traffic.
Here are some of the factors that we take into account when designing 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 various elements that should to be considered when mapping out the URL structure for a website. Generally speaking, the bigger the website, the more complex the planning becomes.
Information Architecture (IA)
IA or Information Architecture is the science of planning and organising content to guarantee that search engine bots can crawl your website with ease and users can seamlessly navigate their way through the website. IA plays an essential role in the way that Google bots crawl your website. It has a big influence on indexing, crawling, and general search engine visibility. Effective IA is about guaranteeing that the on-site content that you produce 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 doesn’t need to be a separate service for a web developer. An effective SEO company in Sydney will be capable of assisting you to plan and implement the most effective IA for SEO.
Brand Mentions for SEO
In 2018, John Mueller from Google reported that brand mentions are a positive SEO signal for web rankings. Despite announcing that brand mentions do not pass page rank, they do play an integral role in developing brand integrity 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 destined for the future. Essentially, a future in which brand mentions operate instead of site links to build authority with Google.
Whenever we collaborate with a client, we proactively track brand mentions through social media, search engines, and other digital marketing mediums. We attempt to get brand mentions in a similar way that we attempt to get links for our clients. While they do not bear the same significance as links at this stage, we strongly believe that brand mentions will play a greater role in the way that content is ranked in the future.
Content marketing is the fourth and last pillar of successful search engine optimisation. Our SEO Sydney team know the ins and outs of content marketing and understand how to create content that resonates with your target audience. Producing and sharing relevant content is an excellent wat to elevate your business as an industry expert and leader – not a follower. The process of researching, writing, and publishing relevant content for your specific audience is an effective way to increase your website’s exposure to new visitors.
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 approximately half of the ranking factors establish how a website appears in the search engine results pages. Links to your site (backlinks) are the most crucial offsite ranking factor for search engine optimisation. The curation of relevant, quality backlinks to your website is essential in an effective offsite SEO strategy.
New to SEO? Let us explain a little more about backlinks. Backlinks refer to links that go between two websites. For search engines like Google (and other search engines), backlinks act as an endorsement, or an indication of trust. The number of trustworthy, high-authority links you have pointing to your website will play a huge role in controlling where your website appears in Google search.
Link building is not a matter of ticking a box. Not all backlinks have the same weight. For example, backlinks from social media platforms do not count in the same way that established, authoritative website links do.
Poor quality, spam-ridden link-building (known as black hat SEO link building) can have a seriously damaging 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
The best way we can apply backlinks to a real life, relatable scenario, is to think of them as a job reference. To receive a reference from someone who worked in the same department as you is good. However, what’s even better is to receive a job reference from a manager or superior. Getting a job reference from the company owner or CEO is the best. When we do link building, we look for those ‘CEO quality links’ that will provide substantial link juice in relation to their merit and reliability in the eyes of Google.
A critical way to build credibility and reinforce your local search engine presence is to use Business Citations or Name and Phone Number links (NAP Links). Search engines use business citations to substantiate the legitimacy of an organisation or company. When you have several websites with similar business information, search engines are more likely to view your business as a legitimate entity in the local search rankings when it is crawled.
We always remind our clients to be conscious that not all directories are created equally, and not all citations are guaranteed to be useful. Getting local citations from diverse sources is good, however obtaining them from a wide variety of trusted sources is even better. We use a credible network of directory sites to develop local business citations. While we must acknowledge that citations’ impact has diminished over the years, the do still play an important role in local SEO.
Google My Business (GMB)
Google My Business is the biggest crowdsourced informational register 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 widespread platform for reviews and business information. GMB provides an indispensable resource for keeping trading hours, business information, and reviews up to date.
Some of the features 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 called attention to the importance of Google My Business. When business activity was unpredictable or opening hours had to be adjusted, Google My Business provided a platform for companies across the globe to provide seamless business updates directly to their customers.