Adelaide is considered one of Australia’s toughest markets to sell in. Why? Well because we have a relatively low population and so a smaller market to sell to. In the online sales world SEO in Adelaide is an important factor to being able to reach Adelaide’s market to coax sales from this difficult market. Some industries such as Real Estate, Finance etc have evolved and strengthened their online presence over years and now dominate, creating a challenge for new entrants into this market.
For small business in Adelaide seeking to gain sales leads and sales online, South Aust’s smaller population and lower incomes often results in purchase prices being forced lower just to survive and attract clients. Selling online and offline in South Australia is generally acknowledged to be more challenging than for example the Australia Eastern states with larger populations.
What is SEO?
SEO is refining your website for online exposure
SEO or Search Engine Optimisation is the process of refining a website so it produces optimal exposure in search engines. When performed correctly, the SEO activity will attract visitors who relate to the products and services the business website is attempting to sell
Why is SEO important?
SEO to get your website in front of prospective clients
Businesses wishing to promote to their online clients, or tap into the burgeoning online markets to sell products or services online typically start their journey with building a website. It is generally understood that simply for ‘commercial creditability’ a company website is critical.
Soon the business will discover that one or more competitors appear more prominently in search results and will seek to improve this exposure to attract more prospective clients to the business website, and subsequently to capture more sales. Typically 75% of visitors to a website will arrive via a search engine. This desirable ‘organic traffic’ is what SEO seeks to improve.
SEO gives 24/7 access to clients
Pay per click advertising such as Google’s Adwords can get to the ‘top of the page’, but only while your budget lasts. Stop paying Google and bam! your clients can’t see you anymore. SEO can provide long term results depending on competition – a client who enjoyed #1 position in Google continues to rank in the top 3 for the same term 5 years later with no further work or SEO costs. other lcients in industries with high competition online markets require regular SEO attention.
SEO doesn’t get more expensive over time
Pay per Click advertising price is set by your competitors when they choose how much they are prepared to pay for a client to see their advertisement. As new competitors enter the market, as more people want to grab those top ad spots they will force the advertising click cost up.
In 2013 a click on verandah Adelaide cost about $1.50. At the time of writing the Google Keyword Tool reports a ‘suggested bid’ of $18.30 or 12 times the cost. On the other hand the fees associated with SEO haven’t really changed that much at all.
How does SEO work ?
SEO professionals invest time and effort into understanding why a website ranks higher in searches, then applies that knowledge to the target website.
SEO is all about Google
Currently the dominant search engine is Google with over 96% of all online searches in Australia. Consequently SEO’s seek to understand Google’s rationale for placing a website higher in search results. Google of course don’t want to be taken advantage off by SEO professionals, so are very protective of their search ‘algorithm’ that it uses to determine the rank order of websites in search results.
Over time Google’s algorithm has evolved into very complex, sophisticated collection of systems. These systems are designed to improve search result accuracy and also to neutralise any abuse or ‘gaming’ that tries to take advantage of its search result order.
Essentially SEO consist of these primary elements:
On Page SEO
On page SEO is all about just that – fine tuning the site’s content and other internal components – hence the term ‘On Page SEO’. Here is just a selection of On page SEO activities to give you a sense of the nature of On Page Optimisation. It is certainly not a definitive list:
Resolution of Google ‘issues’
This important initial SEO component involves ensuring the website is ‘Google friendly’ in the most detailed sense. Any Google incompatible ‘issues’ should be investigated thoroughly within the site, and any transgressions outside of a tolerance of ‘acceptability’ should be addressed.
Examples of ‘On Page’ SEO defects might include:
- Website defects
Google abhors website defects. A typical example of an SEO impacting website defect is broken links- that is non-functioning links within a site.
These occur surprisingly frequently and may have a negative SEO impact.
Iron out these wrinkles in your site for improved SEO performance.
- Slow page load
We all hate slow pages and so does Google and they have been very public about the SEO impact on slow websites.
My big beef here is people understand that a well designed website costs money, but the won’t spend anything on website hosting to provide consistent performance. The few dollars saved in hosting will probably cost tens of $1,000’s in lost sales due to poor organic performance.
- Mobile ‘friendliness’
Notice how some websites look great on a mobile and others are horrible, if not impossible to use on a mobile device?
Google notices this too, and now ‘penalises’ the ranking in mobile searches for pages in your site that aren’t mobile friendly.
Google decides if your site is mobile friendly using its mobile usability testing software. So it doesnt matter that you can skillfully use your site on your smartphone, Google makes that decision and treats the site accordingly.
Try Google’s mobile usability tester and find out of your site is mobile ‘friendly’ according to Google
Keywords in the site
Once you’ve ironed out those pesky On page issues the next challenge on the SEO journey is to identify and tune the site for your target keywords. Read more