The dark art of SEO explained

Optimising a website for search is not a simple process. It has been described by many as a dark art and, because the search engines like Google and others are regularly changing their algorithms, it is very easy to get left behind if you are not actively involved in the game. So how do you win at SEO and what can you do to ensure that your website ranks higher than those of your competitors and that in turn, you get more traffic and better returns for your advertisers or for your commercial goals? Here are a few ideas to help set you on the path towards winning at SEO.

Work with experts

Winning at SEO is a bit like winning the Tour de France, it is not something that you can do on your own. It is a hugely competitive space and you need to have a team working with you. Look around to find the team that works best for you, but it goes without saying that when it comes to SEO agencies Sydney has some of the best teams in the world standing by to work with you. These agencies are up to date with the latest information on what is in the Google algorithms, they can broker link sharing deals and will help develop a complete SEO strategy. You will be instrumental in the implementation of the strategy, but in terms of developing it such that you get the best return for your spend, you are definitely best placed by working with an agency. There are plenty to choose from, take Searcharoo as an example of professional, high-quality results. Hiring a team that knows what they’re doing will save you time while making your site achieve better rankings.

Don’t lack the technology

The technology that underpins hour platform is very important. Google looks at things like the speed a page loads at, at whether it uses technology like AMP – which is Accelerated Mobile Pages. Search engines want to ensure that the pages which they recommend to their users are not just the most relevant in terms of content, but also that they offer their users a good experience. With this in mind, the technology is factored in. Additionally, the way the URLs are structured and the way the metadata is presented in the CMS is also important.

Keep it fresh

Fresh content wins big points and search engines are always on the lookout for this. And when we say keep it fresh we mean that it needs to be both original and updated regularly. There are no real benefits to be had from republishing somebody else’s content. In fact, if you do this you are penalised. What you need is a regular flow of your own stuff. And if you cannot produce this, then contract a writer or content creator who can help out. You give them the content calendar and they will do the rest.

Be mobile savvy

Increasingly digital traffic is going mobile, so you need to make sure that your site is optimised for this platform. The days of fancy websites that look great on a desktop but awkward on a mobile handset are now in the past. And if you have not moved with the times then you will find yourself severely penalised by Google and the other search platforms. Mobile first should be how you think of things.


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