SEO Brisbane

You most likely found us by Googling ‘SEO Brisbane’ or something along those lines. This page will tell you how to rank on Google using nothing but your own efforts. will also tell you how we operate, and why businesses around the world work with a  boutique SEO Agency in Brisbane, Australia.

We were founded as a content marketing business. At the time, our goal is to produce blogs and articles that would help in engaging prospects and growing online communities. Then, after Google’s algorithmic updates – especially and including Penguin and Panda – our clients content started ranking high on Google.

We got curious.

As it ends up, Google made changes to the way it prioritised content in order to stop more traditional agencies from circumventing the system and getting average copy on the first page of a Google search. The traditional SEO agencies started reaching out to content creators and copywriters to produce what was then termed to be “SEO optimised content.” Or to be more accurate, content that clearly communicates what is trying to say in a way that is useful to Google’s primary customer– the audience conducting the searches. As more and more search engine optimisation agencies reached out to us as content creators, we realised that we weren’t just solving a small problem for them, we were the entire solution to all SEO challenges. And not just us; anyone who prioritises epic content above trying to be clever.

SEO Brisbane strategy on a napkin

We started conducting a number of experiments using websites that we created, along with content within a number of our client’s websites (with their permission of course). We learnt a number of things, but the most important were –

– Good content that says something interesting and relevant to a targeted search query will rank well.

– Google can read far better than any human and can make assumptions as to the narrative of a piece and it’s usefulness to the query.

– In saying that, if it’s too difficult then Google won’t bother.

– Backlinks are the primary method of determining whether a site or post have credibility. Shares on social media also contribute but at a far less significant level.

–  Internal links – connecting your information together using hyperlinks – matters a lot.

– So does website performance.

From this quite small list of findings, we developed our primary ethos. Although the learnings have expanded and we have found a bunch of needlessly complicated words to communicate what we’re trying to say, the ethos remains the same.

1. Research comes first – understand what the client is trying to rank for with the target persona in mind. Define the keywords and make them part of the language used on the website, in the blogs and on social media.

2. Produce content based on target personas, keywords and relevance and make sure that language is natural, useful and well structured.

3. Share it. Create backlinks through the sharing of high-quality content. Use outreach tools such as Buzzstream to build relationships and encourage the sharing of what is after all useful content. High-quality backlinks are produced in this manner.

 4. Maintain and improve the editorial calendar to make sure that complimentary keywords are used and connect everything together with inbound links. In addition, maintain the website infrastructure to ensure a fast and effective experience.

An engagement may look something like this –

Day One and Two – Audit of the existing website and any external content related assets.

Day Three and Four – Keyword research and target persona creation.

Day Five – Production of the editorial calendar, signed off by the client. The calendar includes a list of articles, when they will be produced and published and what keywords are being targeted.

Once the editorial calendar is signed off, content is produced on time, every time. All our content is produced in-house and we always offer unlimited reviews as our cornerstone guarantee. We can do this because we do not use freelancers, and you can engage directly with the copywriter on your content piece, quickly and easily using our online project management system. Your content is then shared with those who may find it useful using influencer outreach programs and over a period of time, backlinks start appearing. We use numerous systems to audit the number of backlinks, site rank and pretty much everything else to ensure you know exactly what is going on.

We have also set up our site so that you can do all of this yourself. Go to our blog and on the right-hand side, you will see a number of categories – from copywriting to backlinks, creating an editorial calendar and how to structure your inbound links. We are constantly adding to this library, and there is nothing that we do that is not communicated on our website. If we learn something, then we will tell you about it, including our research findings and assumptions.

But perhaps you are looking for a place to start. Before you begin the intimidating task of finding relevant information and deciding what is true, what is attached to a saleable product and what you should do first, let’s go through a quick checklist of priorities.

screen grab from Google PageSpeed InsightsFirstly, the best search engine optimisation consultants begin with your website. After all, if that’s not doing as it’s told than all the other work will be a waste of time at best, and detrimental to your business at worst. After all, you don’t want to spend hours creating magnificent content just to have it ignored. Begin with Google PageSpeed, it is a simple way of seeing how fast Google perceives your site to be. Don’t sweat it if you don’t score 100%, but pay attention to the list of potential improvements presented below your score. Things like deferring JavaScript and minifying (yes, it’s a word) images can be achieved using readily available tools on most platforms including WordPress, Wix and Squarespace. Beware, however; plug-ins and optimisation tools may serve to slow down your site and do more harm than good to your page speed.

A couple of hacks –  if you are not sure about which plugin to use or whether a certain tool is better than another just enter the name of the tool and then ‘vs’ in Google. For example if you are looking for a backlink tool and you’re not sure whether to choose Ahrefs or Spyfu (full disclosure, we use both of these products), then enter into Google “ahrefs vs spyfu” and you will end up with a list of competitor sites, reviews and blogs from multiple sources. In fact, if you only have one option and would like to learn who the best competitors are, then enter the name of the product and ‘vs’ into Google.

shot of screen using the 'vs' tactic

Simple. Make sure you drill down in plenty of detail as to the pros and cons of certain plugins, and importantly, how they play with your existing infrastructure.

 

Excellent, your website is on the right track now it’s time for stage two. you need to decide what keywords you want to rank for. This is called keyword research for a reason – if you think you have a clear idea as to what you want to rank for… You don’t. Let me explain:

A client of ours, a well-known online store for children’s clothing, came to us because they want to rank for a very specific group of keywords. Those keywords were (screengrab from Ahrefs) – keyword research for children's clothing label

And at first glance, all of these seem pretty sensible. The two founders had spent ages putting themselves into their ideal customer’s shoes and coming up with potential keywords that they thought they would use.

 They were wrong. If you look at the column labelled volume you will see that the highest number of impressions created by those keywords every month is 60. That means that – when you take the entire keyword topic cluster into account – most of those searches will be for something that’s entirely unrelated to that keyword. For example, “girl’s clothes” is likely to appear in a search result when someone searches for, “detergent to clean girl’s clothes.” a more scientific approach was required; one that wasn’t based on the assumption or hunches. We used our research tools, and made an effort to talk to people within the target persona group and discovered the following keywords as our crucial targets –

displaying graph of kids clothing

There are two really important points to make here. Firstly, while you may think we were being pedantic in terms of removing the apostrophe from some of the titles, the impact is profound. Try searching for ‘kid’s clothing,’ and Google will tell you that you probably meant kids clothing and will automatically correct you. More importantly, it won’t give you the same results – ranking for ‘kid’s clothing’ is almost useless. Think this is a blanket rule? Try the same thing for ‘children’s clothes,’ and Google will be quite happy to assume that’s exactly what you meant. Understanding the searching habits of your target market and adapting your language to suit them is crucial. Many companies have managed to rank for entirely the wrong keywords and wondered why their online results haven’t improved. Do your research first and it will save a tremendous amount of heartache once the results start coming through.

Now you can start creating content. Importantly, don’t just pump out any old thing and jam a bunch of keywords into it hoping that you will achieve great rankings. Worst-case scenario – you do. Bad content has a negative effect on your reputation, and there is nothing more heartbreaking than having to remove content when it starts ranking for a difficult keyword because the content itself is terrible. Produce good content first and make sure you are using the language you discovered in your keyword research in a natural and elegant fashion. Begin with producing cornerstone content. This is the copywriting that you want to share with everyone because it explains very clearly what you do and it doesn’t in such a way that the content itself is useful. This isn’t just promotional material, it’s designed to offer immediate value to those who fit into your target buyer personas. Tihs means that it is shareable, easy to implement and worth reading.

With your cornerstone content in place, began creating complimentary blog posts. Importantly, consider everything on your website a blog post and make sure the language you have identified during your keyword research is being used. Each of your posts should fit into your topic cluster – topics that are interrelated and useful to your target market. One of our topic clusters looks like this – topic cluster for SEO techniques as identified by HubSpot

This screen grab was taken from the content strategy tool within our HubSpot. Critically, all the keywords complements the core subject, and are likely to be searched for by our target persona. This is important from and on page optimisation standpoint also. The layout of this content strategy tool is very intentional because all of these complimentary blogs connect to each other through internal links. this means that Google and Bing use the term used in the hyperlink to determine what the following page is about. For example, two sentences ago we linked to another page that is positioned to rank for, “internal links.” the anchor text is the visual component of the link – internal links – and as you can see from our topic cluster, ‘internal links’ is one of the topics we are trying to rank for. The blog connected to this anchor text will in turn linked to another blog on ‘SEO techniques,’ or something else within the core cluster. Importantly, the focal point should be the central and most important ranking target.

Now, with a site filled with optimised content that is regularly updated by a copywriter who has taken the time to get to know your target persona, what they want and how they access their information, you can work on your domain authority (DA). This is a measurement introduced by a company called Moz, in an attempt to define the quality of backlinks against the number of links, combined with click-through-rate and social shares – all elements that Google uses to decide whether your site is one of adequate authority. Things like click-through-rates and social shares are best produced by creating content that is interesting and shareable. As for backlinks, while you will have a certain amount of organic linking from other sites, it’s important to be proactive in your efforts. Importantly, don’t be seduced by companies who offer to sell a certain amount of backlinks for a set price. Thanks to a Google update these links no longer have a negative impact on your ranking, but most of the time they end up being a complete waste of money. Instead, work to encourage website owners, editors and journalists to share your content on their sites. Preferably, those with a high domain authority. This may involve using an outreach tool such as BuzzStream, or simply engaging directly with targeted publications, bloggers and influences who would like to be associated with content that matters. After all, quality content is in short supply and if you can produce something that is engaging and useful, then the right people will want to share it. Backlinks work the same as internal links, apart from they are obviously directed from an external site. In other words, if you can’t click on the link then it’s not counted as a backlink as far as Google is concerned. Following up those who have shared your content and asking for a clickable link is certainly an acceptable practice., I, I

There you have it, we hope that was useful. If you would like to learn more about exactly what you need to do in order to rank, we also have a free SEO audit here.

If you would like to learn more about how to work with Knight SEO and Copywriting, and why  Googling SEO Brisbane was the smartest thing you ever did, let’s chat.