Advanced Search Engine Optimisation

Helping organisations take advantage of the digital world

What Is SEO?

Search Engine Optimisation aka. SEO refers to activities which seek to elevate a website’s listing position on search engines for specific phrases. Ultimately, it helps ensure that prospective new customers will locate a provider relevant to their product or service needs once they have performed a search and browsed the results.

Google has always rewarded sites that provide relevancy to the search results they display to their users. Many firms who offer SEO services have limited success when attempting to produce measurable, positive results. From our experience, the biggest companies in Australia are some of the worst offenders.

An International Perspective

While we are based Australia with clients across Melbourne, Brisbane and Sydney, we are a member of the most notorious SEO group in the world (who shall remain nameless). We also have formed a strategic partnership with the USA’s leading firm in order to help bring industry best practice to the Australian marketplace.

Search Marketing Will Always be Important

Recent updates to the Google algorithm has made the practice more resource intensive than ever before. Google updates systematically clamp down on ‘spammy’ practices saving the company money, improving search result relevance and making AdWords seem that little bit more attractive (no surprise there).

Today, search engine optimisation matters more then ever due to the increasing cost of search PPC as well as the decreasing time people have browsing results before making a decision. If you’re not high on page 1, you might as well forget about it. Google’s recent extension in February 2016 to 4 ads at the top of the page recently is making things even worse for lower ranked business.

The difference between Advanced SEO and Regular SEO

The difference between the two is most simply explained in that one will have a large affect on your business and one will have minimal, to no effect on your business. Due to popular demand we’ve written a more detailed explanation here. In a nutshell, our Advanvced Search Engine Optimisation campaigns focus on the first three positions (1-3) of page 1 the vast majority of clicks occur (60-85%). Furthermore, the phrases targeted, tend to be the higher volume keywords (phrases searched more often) which are notoriously more difficult to rank.

The results search engine optimization providers will give you varies wildly. In fact, poor work may actually cause a website to rank at a lower level and you could be better off doing nothing at all – we wrote a short article on this which you can read here. We’ve earned a reputation for delivering consistent results and providing customized value in a competitive marketplace. If you’re not ready to commit to a periodic campaign, ask about our advisory service instead.

The Process

1 – Find the Best Keywords

Researching and selecting the best keywords is by far the most common cause for failure. We see it all the time. Often clients will take whatever phrases their SEO agency recommends. Only through an extensive research and testing phrase will you discover the best phrases to target. Typically we find the 80/20 rule exists here meaning that most of your traffic will come from 20% of your keywords. We make sure that you’re given phrases which are….

  • searched
  • relevant to your offering
  • result in conversions

2 – Optimise the Website’s Structure via an ‘SEO Onsite’

The first phase involves conducting a comprehensive on-site audit to evaluate key elements of the website itself. This can include, but not limited to…

  • Structural code – Meta tags etc.
  • Content including images, text and video
  • Inter page linking and navigation
  • UI and UX
  • Hosting
  • Site speed and general performance

3 – Breathe life into your domain with Offsite work

Offsite activities refer to how other websites on the internet refer to your website using typically either a ‘citation’ (text mention) or link (hyperlink) to your website. Without links and citations your domain will go no where. There are many factors which determine the effectiveness of a link, not just page rank (PR). The Penguin component of Google’s algorithm is very adept at determining what is deemed high or low quality. Good quality links can cost (in terms of resources) in the hundreds to thousands of dollars each. Low quality links are cheap and plentiful, but will do little and are a waste of your time. Most SEO companies will give their clients access to networks which they use for their clients.

Larger campaigns can warrant the use of a content marketing strategy which can attract natural citations and link building.

Final Note

We would recommend caution when dealing with 95% of the SEO agencies which exist. Independent SEO audits and hourly consulting is available if you need pointing in the right direction. Keep in mind so many people have different opinions on the subject and the secret to their success. There really is no silver bullet and the the industry is very dynamic that what once worked for 3 years can suddenly disappear overnight.

James Hammon & Co while, based in Melbourne, travels Australia wide including Sydney. We will assist your firm in developing a solid SEO strategy which will reap returns for years to come. Don’t be shy. Call or message us today.











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