What Is Search Engine Optimisation?

Search engine optimisation is a complex, long-term process. It requires keyword analysis, planning, website optimisation, inbound links and content marketing.

A high Google ranking means increased visibility and site traffic. It also leads to actual ROI. Unfortunately, there are many shady professionals and businesses out there that try to take shortcuts. These shortcuts can result in a search engine penalty.

Keyword research

Keyword research is a crucial component of SEO in Adelaide, as it determines which keywords you should target in your content. It also helps you understand your audience and their search behaviour. This way, you can create content that will attract and retain them. It will also help you improve your website’s organic search engine visibility and traffic. However, keyword research is a complex process that requires careful analysis and planning.

To begin, you should make a list of keywords that are relevant to your business and industry. Then, use a tool to find each keyword’s average monthly search volume. It will give you an idea of how popular a particular keyword is and whether it’s worth pursuing. Generally speaking, keywords with higher search volumes are more likely to drive traffic. However, you’ll also need to consider the competition for that keyword.

Another important consideration is user intent. Search terms with a clear intention indicate the result the searcher seeks. For example, “dresses” suggests a consumer is interested in shopping for dresses. It is why Google shows this keyword’s shopping carousel and local pack results.

Once you’ve determined your target keywords, the next step is creating a keyword matrix to help you rank for those words. It will involve calculating your competitors’ rankings, finding the gap between their keywords and yours, and identifying the most valuable keywords for your content. Once you have your keyword matrix, you’ll be ready to start writing.

Local search is one of the most critical factors in determining how well your website ranks. It involves claiming your GMB (Google My Business) listing and building local citations. Local citations mention your business name, address, and phone number on other websites, such as reviews like Yelp and TripAdvisor and directories like Yellowpages and Whitepages.

These elements will help you achieve a high search ranking in Google’s SERPs. It will increase the number of clicks from both paid search ads and organic search results, which can lead to more conversions.

On-page optimisation

“on-page optimisation” refers to everything that can be done on a website to improve its ranking. It differs from off-page SEO in Adelaide, encompassing link building and other external factors the website owner cannot control. However, it is possible to achieve significant rankings improvements by optimising a site’s content and structure.

The best on-page optimisation techniques are designed to improve relevance, credibility and usability while also aligning a page with user intent. The goal is to create content that will answer users’ questions and provide them with the necessary information. It will improve search engine visibility and increase the likelihood of conversions.

In addition to keywords, on-page optimisation includes other factors such as title tags and meta descriptions, site structure, internal linking and image alt text. These factors are essential because they give search engines context about a page’s topic and keywords. They are also the elements that are easiest to control and influence.

One of the most common mistakes SEO professionals make is using overly-aggressive keyword optimisation. While this strategy can help to improve rankings, it can have the opposite effect if used in excess. Therefore, monitoring a campaign’s progress and making necessary changes is essential.

Another important element of on-page optimisation is making sure that the keywords are logically related to each other. It can be achieved by creating a logical URL structure. For example, the URL /snowboards/sizing would be more relevant than a shortened version such as /snowboards/sizes. Adding keywords in images’ alt text is also important, which screen readers read for visually-impaired visitors.

It is also essential to avoid over-optimising a page by using too many keywords or adding unrelated words. Over-optimisation can lead to a low-quality score and may even be penalised by search engines. On the other hand, a high-quality page will be rewarded with a higher ranking, so it is worth taking the time to create a good runner.