SEO Cairns.
Your Digital Marketing Team

Search engine optimisation, also known as SEO, refers to the process by which your website is optimised to rise in the organic search results.

Sounds simple right?

Now, what if we told you that search engines such as Google, utilise complex algorithms to determine this order?

The algorithm takes into consideration over 200 factors, the importance of which, changes all the time.

Some of these factors include…

On-Page SEO includes:

• Header optimisation 

• Keyword placement

• Amending technological issues

• Titles optimisation 

• Image Alts

• Meta optimisation

• Content 

• Internal linking 

Off-page optimisation includes:

• Business citations 

• Guest posting

• Link building 

• Tracking permitability 

• Google My Business profiles (GMB)

• Page load time 

• Overall website speed 

Let's take it back to a few years ago…

Search engine optimisation was a new phenomenon.

People hadn’t really heard about it, let alone did they know how to do it.

The agencies that caught on were able to use simple solutions to climb the rankings.

This included buying some dodgy backlinks, and increasing the domain's trust score.

Spam a page with keywords and Bob’s your uncle!

You would hit the top of the results!

Google figured out what was happening, though. If there’s one thing you can take away from all of this, it’s that Google knows all.

A shift in the algorithm meant that these tactics no longer worked.

Sure, you can still buy dodgy backlinks.

Yes, you can still spam your site with keywords.

But you’ll find that you’ll probably be hit with a Google penalty as a result and a Google penalty can be incredibly difficult to recover from.

So you may be thinking, with all these algorithmic changes, how is a small business meant to keep up while maintaining business as usual?

We have some good news for you - you don’t have to.

This is where we come in - your SEO agency.

We take the time to ensure that we are on top of all the changes, to ensure that your company maintains top-notch results.

If this is an option that you would like to look into - speak to our team of SEO specialists today! 

We’ll be honest with you.

In order to do Cairns SEO right, it takes some time.

If you’re looking for a quick fix, you might want to look into other avenues, such as paid advertising.

Paid Advertising - Pros V Cons

Pros

Quick Results 

Unlike search engine optimisation, as soon as your ads are published, you will start seeing results.

That is, of course, if your ads are effective.

It’s simply like a tap.

Turn on, and traffic will come. Turn it off, and it stops.

As long as you have the financial capabilities to sustain the campaigns, you will see results!

If this is an avenue you seek to look further into, speak to our team of SEO specialists to discuss your options. 

Cons

Increasing Click Through Rate Costs 

Paid advertising, for instance, Google ads, has significantly increased in price over the last couple of years.

Where a click-through rate used to be affordable, for some industries, paid campaigns are just not viable any longer.

If we look at the search term ‘electrician Bondi’ as an example. The click-through is now up to $100 per click.

Then when you take a closer look, the $100 does not even guarantee a conversion!

The user could have landed on your website by accident! Yet you still have to pay for that click-through.

That doesn’t sound fair, right?

With the costs of Google ads on the rise, some businesses simply cannot afford these high pay-per-click costs.

This is why they turn to search engine optimisation - a more sustainable solution.

Ad Rotations

Another factor that needs to be taken into consideration when weighing up your digital marketing solutions is that of the rotating advertisements.

Say you decide you want to run a paid campaign.

Easy enough!

Come up with a copy, and submit it for approval.

Now let’s say you have a budget of roughly $20 per day, and the pay-per-click is $10.

One person clicks on your site when googling a search term you have paid for.

They accidentally click on the ad - $10 down.

$10 left.

Another user has all the right intentions. They’re doing their research in the morning. Your ad has drawn them in.

They click on your site and they send in an enquiry.

Score - you’ve made a conversion.

The enquiry cost you $10.

Now let’s look at your budget - $0 left.

It’s 10 am and your budget is at capacity. Your ad won’t be shown for the rest of the day.

On top of this, the ads are shown on rotation. So you’re not only trying to make the most of your budget, but you’re also just trying to have your ad shown now.

Results = Lifetime of campaign 

Where SEO agencies seek to implement long-term strategies, paid advertising results are synonymous with a campaign's lifetime.

If we take it back to the tap analogy, as soon as the tap turns off, the water or traffic, in this instance, ceases.

The results are, therefore, unsustainable unless you have an extensive budget.

Don’t get us wrong, though, ads definitely play a role in the overall marketing strategy.

That is why we do also offer paid advertising services. 

Speak to our SEO agency team if this interests you. 

Cairns SEO 

Now that we’ve weighed up the pros and cons of paid advertising - what makes search engine optimisation different?

Where paid advertising works as a tap that turns on and off, Cairns SEO provides sustainable results. For the optimisation tactics implemented are not budget-dependent.

When undertaking search engine optimisation, there are over 200 factors that need to be considered.

This is why it takes time to implement the solutions and to generate results.

The optimisation tactics, however, will also benefit a paid campaign as well if you choose to continue with both avenues.

SEO considers the user experience and ensures the website is of the highest standard, which is beneficial for the business as a whole.

Have we convinced you?

Speak to our team of specialists about our SEO services.

Good news! We’re here to help.

There are many factors that are taken into consideration when choosing keywords for Cairns SEO.

Future Business Plans

When we work with a client, our SEO Cairns services not only consider the now, but we consider the future.

We’re in the business of furthering your business’ growth.

This is why it is crucial to look ahead and understand what areas you want to expand upon.

When considering keywords, we, therefore, look to optimise the keywords that you currently want to focus on, as well as areas that you plan to focus on in the future.

Let’s say, for example, that you’re in the electrical industry.

Now let’s say you want to undertake a suburb SEO strategy. So we target keywords such as ‘electrician Coorparoo,’ ‘electrician Norman Park,’ and ‘electrician Camp Hill.’

Yet further down the line, you wish to expand upon your services to not only look at electrical work but handyman work as well. Therefore, we would look into creating additional service pages and keyword optimisation tactics to accommodate for this.

This is why it is crucial when we onboard a client to understand what they’re looking to get out of our services.

This ensures our SEO company Cairns is not just helping for the now, but that we’re future-proofing your planned business endeavours as well.

Keyword Difficulty

Our SEO agency Cairns undergoes extensive research when we compile a list of keywords for your business.

These take into consideration the difficulty of attaining the top spots.

For instance, if you’re a Cairns SEO agency and you’re looking to rank for keywords with high buyer intent, you may be aiming to climb the rankings for terms such as ‘Cairns SEO agency’ or ‘Cairns SEO services.’

Or perhaps, you’re looking to rank for broader terms.

Let’s look at ‘SEO company.’

Using tools such as SEMRush allows us to gauge different elements of a keyword.

For ‘SEO company,’ the intent is classed as commercial, the volume is 1900, and the keyword difficulty is 61%.

This means for your website to rank, it would require significant amounts of optimised content and referral domains.

Yes, the search volume is high.

But if the keyword is that difficult to climb the rankings for, it’s unlikely you’ll reach the top positions to then receive any of that traffic.

Instead, your time could be better spent trying to climb the ranks for ‘local SEO agency Cairns.’

This keyword is classed with commercial intent, has a search volume of 140, and has a difficulty of only 9% - very easy.

This means you can very quickly climb to the top position to then receive the majority of the 140 users that search that term.

Sounds like a better solution, doesn’t it?

Work smarter, not harder.

This is what we always seek to implement in our strategies.

Bonus - it also allows us to get creative with our SEO services and solutions!

We love working in all industries with all levels of difficulty.

Contact our SEO company Cairns and we can assist you with Cairns SEO services.

Competitors 

When undertaking keyword research, it is essential that not only the difficulty is assessed, but also the competitors. 

If you’re a small business in say, the laser clinics industry. Large companies such as laser clinics Australia are always going to dominate. Whilst it would be possible to make the first page, sometimes getting the no1 position is just not viable.

This is why when we look at your keywords and discuss your options with you, we’re upfront. We’ll be honest about what’s achievable, and what is not. 

Not all hope is lost however. It just means that when we do look at your marketing strategies, we get to be creative with our solutions! 

Our SEO agency loves a challenge and are always up to the task. 

Book in a time and our SEO specialists can discuss your Cairns SEO business options. 

Buyer Intent 

Often when you’re looking at various SEO agencies, they will promote promises like “we’ll get you to the no1 position in 10 days.”

Whilst this may be true, the SEO company is either undertaking black hat tactics, or they’re choosing keywords that will not assist with conversions. 

They could even be doing both.

What our SEO specialists mean by ‘buyer intent’ keywords is pretty self-explanatory. 

These are search terms that users enter as they’re intending to make a purchase. 

Understandably, these are the keywords you want to be ranking for. 

Let’s take a look at some examples. 

Say you’re an SEO agency in Cairns. 

Possible search terms would be ‘Cairns SEO agency, ’SEO Company Cairns’ and ‘Digital Marketing Agency Cairns.’ These search terms are ideal as they have the location and the service. 

These search terms suggest that the user intends to invest in these services rather than merely research. 

A search term that lacks buyer intent would be ‘SEO agency prices’ or ‘what does an SEO agency do?’ 

These would be classed as informational or research keywords, as the user is determining whether or not the service is worthwhile or necessary. 

When choosing between SEO companies, it is essential that you read the fine print. For the keywords packages offered and the promises ‘guaranteed’ may not be all that they’re cracked up to be. 

We’re an upfront agency that will help you choose the right backlinks that will assist with your business’ growth. 

Partner with us today to future-proof your business. 

It’s all in the name. A backlink, is a link that refers back to your website. 

They could also be considered a referral in that the backlink is referring your website to other users. 

Why are backlinks important?

One factor that Google takes into consideration is a website's domain authority. A significant contributing factor to a domain’s authority score is a website's backlink profile. 

Back in the day, the algorithm Google utilised to determine the search results merely looked at the number of backlinks a website had. It looked only at quantity rather than quality.

This led to SEO companies simply buying dodgy backlinks in bulk. 

They’d spam the pages with an anchor text and see the Cairns SEO rankings skyrocket. 

This is no longer the case. A shift in the algorithm meant that websites undertaking these tactics faced Google penalties or their rankings dropped significantly. 

Nowadays, there’s a range of factors Google takes into consideration to safeguard this from happening again. 

Let’s take a look. 

Relevancy 

Google now analyses a websites backlink profile for relevancy. For instance, if your business is in the soil testing industry, it doesn’t make sense to have a wedding blog backlink. 

This is not to say that the industries need to match entirely. But for a backlink to be deemed relevant, the content on the site needs to be unique and make sense. 

Using this soil testing example, you could instead have a backlink from an architecture blog. This would make more sense and would be deemed relevant. 

Quantity & Quality

Quantity and quality go hand in hand. For if the backlinks are low quality, the quantity you have is deemed irrelevant. Your website will still be considered spammy, and it will not help you.

When we talk about ‘quality backlinks,’ as with everything, there are numerous factors that we consider. 

We’ll focus on the critical factor of transferral of domain authority.

Every website's domain has an authority score, and every web page has an authority score. 

Generally, the home page of a site has the highest authority score as this is where the majority of traffic, adverts and backlinks are directed. 

When a backlink has a ‘follow through,’ a percentage of the backlink's domain authority is transferred to your website. This is why, if you have a large number of backlinks, yet they have little domain authority, there is no transferral of trust. 

The backlink does not help you. In fact, it could indeed hinder your website as it may be deemed spammy. 

Acquiring quality backlinks is therefore crucial for the transferral of domain authority, which in turn, increases your website's domain authority. 

Quantity comes into play because the more high-quality backlinks you have, the better. 

Cairns SEO Anchor Text Variety 

Now, what do we mean when we say ‘anchor text’?

An anchor text is the actual text that is used to link your website. 

There are a variety of ways for a website to be mentioned - and variety is key!

If all the anchor texts are exactly the same, for example, they’re all ‘Cairns SEO Agency,’ or ‘SEO services,’ Google will pick up on this. This is also a factor of spamminess and is not considered genuine. 

Instead, best practice Cairns SEO services would change the anchor text. 

Some text would potentially be in the image alts, or changing the keyword. 

Some could be a direct link from the business name. 

There are a number of options that can and should be utilised to minimise the spamminess of a backlink profile.

If you need assistance with your backlink profile - get in touch with our SEO company Cairns today.