Search engine optimisation is the fastest growing facet of online marketing. In 2021, it is estimated that more than 56% of businesses in Australia will invest in online marketing. Unsurprisingly, more and more companies continue to pull away from traditional marketing methods and invest in online and digital marketing channels.
So, if you are amongst the 56% of business owners in Australia that will invest in SEO over the next 12 months, here are three key areas that you can focus on to build your organic search presents.
Understand Your Competition
If you want to get to the top of Google in your industry, you first need to understand your competition. Before investing going down the rabbit hole with SEO, it is a good idea to engage the services of an SEO Sydney company to help you with a comprehensive search engine optimisation audit. This audit helps you to understand who you are competing against in Google search. Much of the time, the businesses that perform at the highest level in Google are not the ones that you have on your radar. An SEO audit will help to expose the companies that you need to be focused on when you are implementing an SEO strategy for your business.
Focus on Long-Tail Keywords
Many businesses neglect long tail keywords due to low search volume; however, long-tail keywords generally have a much higher conversion rate and lower competition rate than high search, high competition keywords. If you are a new business or website, long-tail keywords also provide you with an opportunity to target keywords that you can realistically rank for in a shorter amount of time. Yes, ranking for general high search keywords is nice; however, long-tail keywords are a great way to bridge the gap when you are building trust and authority with Google.
Backlink Quality Over Quantity
Gone are the days when you could expect to rank with friends of low-quality backlinks. Many Google updates, including the Penguin and Panda update, have aimed to expose businesses that were using low-quality short-sighted link building. If you are serious about your website longevity, you need to be working with an SEO specialist that prioritises long-term results over short-term wins.