Doing Local SEO for your business in Brisbane can prove to be a highly challenging task when compared to trying to rank your website for a global keyword or search phrase. Geo-specific businesses constantly face the challenge of search results that rapidly change due to search engine’s algorithms.
Despite Local SEO being very different than global SEO, the main factors of on-site SEO and off-site SEO still bear great importance. The main difference in these SEO techniques is the way you build your links and the type of links you will need to focus on.
Here are some great tips to help boost your Local SEO for your Brisbane business.
1. Business Listings and Directories
To really nail the Local SEO presence, you will need to claim your business in both Bing Places for Business and Google My Business. We won’t go into the details of setting up your business listings as there are plenty of instructions available online that will help you do that such as this one and this one.
Here is a list of things that you should include in your business listings:
By associating your business to these business directories, you are identifying your business in that geographical location. This will also help when users within the area search for something relevant to your business using the “near me” feature in a web search or by using a voice search with Apple’s Siri.
2. Name, Address, Phone Number (NAP)
To thrive in the Local SEO game, you must ensure consistency throughout all your business’ dealings online. Ensure that you have your full name, address, and phone number to your website as well as on any other websites that you may have your business listed in (e.g. local citations, directories, etc.)
Use the Schema.org markup on your NAP to notify all search engines to display the correct information for your business.
3. Local Reviews
Obtaining positive local reviews will directly impact your local search rankings. It is therefore important that you spend the time and effort to acquiring genuine local reviews from customers.
Whether you obtain local reviews from TripAdvisor, Google reviews, Yelp, or any other local directory, all forms of reviews are considered as a positive Local SEO score toward your search engine rankings. To help get some local reviews for your business, get in touch with your existing customer base and offer them an incentive to leave a review, for example, a coupon or a discount.
Other ways to help increase more local reviews would be to inform customers how they could leave a review for your business such as an instruction page on your website or alternatively a friendly email request for a review of your services (if you offer services).
If you could tap into the millions of people using search engines on a daily basis, imagine how successful your business could be. This is why engaging in SEO services for your website will prove to be an invaluable asset to the success of your business.
In order to be able to maximise your own website’s SEO, you first need to understand how search engines rank websites based on SEO. If you look back 10 years ago, SEO was rather simple with minimal efforts such as adding the page name as part of the URL would have helped boost your rankings. As times change, search engines have become more difficult to rank in as the review process has become more rigid and strict.
We’ve put together a basic list of what search engines like Google look out for when ranking a website.
1. Website Age - The older your website has been online for, the more priority it is given by search engines. Search engines tend to favouritise websites that have been around for longer on the basis of trust and reputation when compared to a brand new site that hasn’t made any significant presence online.
2. Keywords - Search engines analyse the types of keywords that are used throughout your website in order to learn and understand what your website is about. It is therefore important to use the correct keywords to describe your website within your website’s content. Using popular phrases used in your niche can help search engines crawl and index your website better. Other places you could maximise keyword usage is through titles, URLs, and meta tags. Although it is important to use keywords in your website, it is also important not to overuse them since search engines may conclude that you are trying to cheat the system by overloading your website with keywords that do not provide value to your readers. To avoid falling into this trap, mix in a variation of short tail and long tail keywords throughout your website content.
3. Outgoing Links - Having a good number of outgoing links generates a positive SEO score so long as the links are relevant to your website’s content and link out to a reliable source within that niche. Outgoing links from one page of your website to another page of your website can also prove to be valuable as it creates a positive link juice within your website.
4. Incoming Links - Having a fair share of incoming links will help your website look trustworthy and authoritative in the eyes of a search engine. This is however dependent on the quality of the incoming links, for example, an incoming link from www.bbc.co.uk will bear a bigger positive impact than from a website like www.howtobeabetterparent.com.
5. Mobile Optimisation - Due to the increase usage of mobile phones, search engine algorithms have adjusted to consider how responsive your website is.
6. Website Security - Major search engines such as Google take into account the level of security your website has as part of its factors in ranking a website. An SSL certificate will help you build security trust as well as having an up-to-date server that is free from infection.
With so much talk about how important it is to build links, do outreach to create relationships with authority websites in the same niche, and every other type of off-site SEO, the importance of on-site SEO is often forgotten. People often think that a simple installation of an SEO plugin to help manage your on-site SEO or making a sitemap will take care of their on-site SEO issues, however, truth is, there is so much more to on-site SEO than what people assume.
As such, we’ve created this on-site SEO checklist for your website that is freely available for everyone.
1. Boost Site Speed - Make sure your website loads no longer than 5 seconds. This comes down to having a faster theme, a better hosting, and proper caching.
2. Setup Social Sharing Buttons - This will help increase shares as well as improve SEO. Social signals are used as a ranking factor for search engines.
3. Automate your Image Optimisation - Limit the upload size of your images, compress your images, and use the Lazy Load plugin to control the loading time of an image.
4. Ensure You’ve Used your Focus Keyword - Before publishing content, make sure you have used the focus keyword in your content.
5. Check Spelling and Grammar - This is a critical step in building trust and reputation of your website. Imagine reading a product review that was filled with grammatical and spelling errors. Would you go on to buy the product using that website’s affiliate link? Would you even take that product review seriously? We think not.
6. Add Sub Headers in Your Content - Add multiple sub headers to improve readability of your website’s content. Use H2, H3, and H4 tags to organise your content. Maximise the use of long tail keywords in your headers.
7. Check Your Keyword Density - Make sure that you have a decent keyword density of at least 0.5%. Do not overuse the keyword as you must ensure that the content has a natural flow providing a fluent read.
8. Do a Better Formatting Job - Make sure your presentation looks good by doing a better formatting job. Limit the number of lines for each paragraph to a maximum of 4 lines. Make use of bullet points to point out steps. Breakdown content into sections using headers. Use relevant images to help illustrate your points. Link to reliable sources (both internal and external).
9. Use Different Types of Media - Combine the use of infographics, memes, powerpoint presentations, images, videos, quotes, screenshots, so on and so forth to change things up and provide a refreshing take on things. If you have the opportunity to incorporate a video in your post, include it as videos have an added advantage in SEO as assessed by search engines.
10. Optimise Your Web Page’s URL - Instead of using the entire title as your web page’s URL, optimise it using short tail keywords and long tail keywords relevant to your content. Remove words that are fillers and connectors such as “and”, “or”, “of”, so on so forth. Keep a short URL which contain no more than 3 to 6 keywords in total.
To summarise, SEO stands for search engine optimisation which is the definitive term of strategies used to help rank your website on search engines. The higher your rankings, the more organic traffic to your website. For example, a website that is not listed on Google’s first page will naturally not receive as much traffic from Google when compared to a website that is ranked in the No.1 Position of Google for a relevant keyword.
In this article, we have assumed that you are aware of the benefits SEO can offer your business and online presence. Should you require further reading on the benefits of SEO for your Brisbane business, have a read of our articles titled “Types of SEO Services You’ll Need in Building a Successful Business in Brisbane” and “The Importance of Performing an SEO Audit on Your Website”.
When it comes to managing business operations, marketing costs are a heavily considered factor and should not be taken lightly. The dilemma faced by majority of small business owners is whether the rewards gained from SEO is worth the time, effort, and money involved.
In answer of this question, we have provided a three step process to help you decide whether hiring a Brisbane SEO Agency is the right step in building an online presence for your Brisbane business.
1. How Much Time Do You Have?
It is true that anyone can do SEO for their own website, the disclaimer being that the quality of SEO work may significantly vary when compared to an SEO specialist who does it for a living. However, the amount of time spent doing SEO can be quite time consuming considering SEO work requires consistency throughout the lifetime of the website.
In order to gain a high SEO quality score on search engines, a website’s SEO must be continually consistent. Even if you manage to boost your website’s SEO to the No.1 position on Google, if you stop working on SEO for your website the following day, you can’t expect to stay in the No.1 position when a month passes by.
If you have the time to commit to doing your own SEO services for your business, you may choose to do so however all the time spent on working on SEO yourself is time that is taken away from growing your business and managing the operations. After all, are you a business person or an SEO person first?
2. How Much Effort Can You Commit?
SEO involves a lot of technical effort that you may not be skilled in. To learn how to execute an excellent and successful SEO campaign will require countless hours of reading and learning which can be a relatively steep curve for a beginner.
Are you able to commit that much effort in SEO when it could be spent on growing your business instead?
3. What is Your Budget for SEO Campaigns?
The biggest reason for doing SEO yourself instead of hiring an SEO agency is the cost. Typically, an SEO campaign can cost around $750 a month to over $10,000 a month depending on the competitive nature of your niche and how aggressive you want your campaigns to be.
Further, SEO tools of the trade add onto the monthly cost of running an SEO campaign and can range anywhere from $50 to $200 a month. By hiring an SEO company, you will also be gaining access to SEO tools that they already possess that can be used to help build your business’ SEO campaigns.
Performing an SEO Audit on your website isn’t just a one-off thing and should be done on a yearly basis to ensure optimal health of your website. This rough indication is dependent on the size of your website, for example, a website with 100 web pages or so may only need to perform an SEO Audit on a yearly basis while a website with 1000s of web pages may need to perform an SEO Audit every 6 months or so. SEO Audits also help measure your site’s performance which provides useful indications on how to improve your website over time.
An SEO Audit essentially helps identify the effectivity of your website’s performance with regard to search engine algorithms. Once issues have been identified, the SEO Audit report will provide information on how to fix these errors and what aspects you can improve upon on your website to boost search engine rankings and organic traffic. It helps you understand what is working on your website and what isn’t thus allowing you to replicate success from a working method onto another less successful campaign.
Like all other types of businesses, some products will be your winning products while others will incur negative costs or just break even. For example, Sony’s winning product was the creation of Playstation products while it’s less popular products were laptops and computers.
To run a successful online business, constant monitoring of performance is crucial in discovering opportunities that you can scale up to bring more profit and returns. An SEO Audit of your website can help you identify both on-site and off-site issues that essential form the foundation of an effective SEO strategy.
A good SEO Audit should cover the following components:
Ultimately, it is important to perform high quality SEO audits for your website as by doing so, you will be improving the overall SEO quality score of your website as assessed by the major search engines.