Do you run a business in Sydney? Are you looking for reliable help from an SEO agency?
Whether it’s a restaurant, law firm, medical practice or mechanic, it’s vital that you have a presence on Google – and yes, even Bing! When people search for the products and/or services you offer, you’ll no doubt want to be first on the list. The Sydney SEO experts at TheOnlineCo. can help you optimise your website, rank higher on Google and bring qualified leads to your business.
Finding a Sydney SEO agency that 1) knows what they’re doing, 2) is transparent about the work they do, 3) provides clear SEO strategies, goals and results and 4) has a 100% local team that is easy to reach can be very difficult! TheOnlineCo. meets all of those criteria and much more.
While it is true that TheOnlineCo. does more than just SEO (we have Social Media and Google Ads departments as well), our team of Sydney SEO experts is one of the best in Australia. Our SEO team leader Rich Brown has been involved with SEO and website development since 1998. Not many Sydney SEO agencies can compete with that level of experience, knowledge or understanding of SEO. As the chief SEO strategist, Rich ensures that the best SEO plan is being implemented on your site each month and that every member of the team is working to best practice, White Hat SEO standards.
Any SEO agency that says they work exclusively on SEO and doesn’t have a team who also work in Social Media and Google Ads is missing out on some pretty big opportunities. Over the last decade, crossover between SEO, Social Media and Google Ads has become more and more important – especially between SEO and Social Media. For example: if you can publish a great SEO-optimised article, great! But if you don’t publish that article with a plan to launch it across your Social Media channels, you are missing out on some really BIG SEO opportunities.
While TheOnlineCo. has 3 different digital marketing teams, each team is laser-focused and highly proficient on their area of expertise. We don’t believe these areas of digital marketing should be 100% compartmentalised or separate all the time. Instead, we celebrate the value each department can offer the other and work to take advantage of all opportunities to push your Sydney business to the top of the search results.
At the end of the day, your online business needs to generate leads and that is what the Sydney SEO experts at TheOnlineCo. work to achieve.
SEO Case Studies – SEO Strategies that Work!
SEO is a complex undertaking with several potential strategies to focus on. Each business is different from all others. Your business may have many competitors – locally, nationally or worldwide. Not all SEO strategies will work equally for all businesses.
Sometimes a focus on building local landing pages is the best way to bring in that valuable local traffic. Another site may fare better with a focus on high quality blog article writing and content creation.
We’ve seen that most sites see substantial SEO benefits after technical issues have been addressed. Site re-structuring / siloing, speeding up page load speeds, fixing bad / inefficient coding, integration of schema microdata, etc. all have strong SEO benefits.
Below are some examples of our successful SEO work.
TheOnlineCo. is based in Western Sydney and we have a 100% local SEO team who are available to easily meet with you in person or remotely via Zoom. We are clear on what we are doing at every step of the process – it’s one of the things that sets us apart from other SEO companies. TheOnlineCo.’s Sydney SEO team are a dedicated, reliable and easy to reach team of experts who provide results for our clients.
Our team leader Rich Brown has been working with SEO since 1999 and has studied under Bruce Clay – one of the top SEO authorities in the world. Our excellent SEO team works hard to stay on top of the latest SEO trends and updates from Google, so we ensure you are receiving the best possible service for your business.
Our SEO Agency Sydney Process
When you engage TheOnlineCo. to do SEO for your Sydney business, we start off with our ‘SEO Exploration & Setup’ package. This can be completed as:
- a one-off set of tasks we complete for you
- a springboard for us to get everything in place so we can execute an effective SEO strategy for your business. This is our preferred approach, allowing us to guide your business through the entire SEO process.
The work we do in this first month is a great way for you to see how efficiently we work and shows you how important your business – and its success – is to us.
SEO Sydney FAQs
There are potentially three types of SEO companies that you can hire.
Off-shore SEO Solutions
I’m sure you receive multiple emails per week offering you various SEO services. I STRONGLY recommend not engaging with an off-shore SEO provider. They often have very cheap packages (sometimes less than $300 per month) and at best do very little or no work. At worst you are giving your website and internet real estate to an unknown person. I could tell you countless stories of people whose websites have been stolen from them and then had to pay a ransom to get it back, people whose websites have been used to create spam pages selling sunglasses, viagra, perfume and random products to support the SEO providers in their black hat SEO efforts.
Unfortunately, we have had to clean up many messes created by unscrupulous providers who have behaved in unethical ways. Most importantly, there was never any improvement in the ranking and traffic of the websites that were meant to be optimised.
Local SEO Providers who operate offshore teams
What you may be unaware of is that most Australian SEO providers out-source their SEO work to overseas contractors. This enables them to pay a much lower rate to the people doing the work and sometimes pass cheaper packages ($300 – $700 per month) to you if you hire them.
The business model they operate is to have a local Australian salesperson who promotes the SEO service and then gets the offshore team to do the work. This model is fraught with problems. The quality of the work can be poor as the salesperson has a limited understanding of SEO and is trusting the offshore team to be doing the “right thing.” There can be issues with the timeliness of the services, with clients often having to wait overnight for an answer due to time zones. This becomes a distinct problem when an emergency such as a website going offline or e-commerce breaking. Unfortunately, there is limited accountability and within months the client realises that there have been no results and then moves onto a more professional service.
I believe it is very important that you know who is working on your website and where they are in the world. If you are looking for a budget SEO service please be aware of the risks involved and engage the agency with your eyes open to the potential problems.
The questions that you need to ask are…
- What is the 12-month strategy?
- What actual work is being done?
- What are the actual results?
If you don’t have transparency from your agency about these points you should look elsewhere.
A Professional SEO Agency Sydney
A professional SEO Agency will provide you with a written 12 month plan outlining the strategies and actions taken to achieve increased traffic to your website. They will educate you on what work has been completed each month and how it fits into the overall plan. They will also give you transparency about the results of their work in terms of traffic, conversions and rankings of keywords.
A small website in a moderately competitive industry would expect to pay approximately $1,000 per month.
A medium sized website in a moderate to highly competitive industry would expect to pay approximately $2,000 per month
A large website in a moderate to highly competitive industry would expect to pay $3,000 per month or more depending on the size of the website, the scope of work being completed each month and the desire of the client to achieve results within shorter time frames.
The answer to this question depends on your industry, level of competition and how quickly you want to see results.
If you are a small business in an area saturated with other businesses in your industry, PPC services like Google Ads can give you results more quickly than SEO. In this case we would recommend pursuing both strategies at once. By running PPC ads while also getting your SEO in order will get your business in front of people and generate new leads more quickly. Results for SEO generally take 3-6 months before seeing significant results, but a lot can be done for these types of businesses to push you to the first page of organic results. We believe it’s a good idea to dominate as much of the first page for relevant / high value keywords by appearing at the top of the results with Google Ads, then showing up in the ‘Local Pack’ (the list of local businesses in a featured box) and then also showing up at or near the top of the organic search as well.
For large or small businesses that have a more National or Global presence with little competition, SEO is going to be a more effective strategy to make sure you dominate the top positions for the products and/or services you offer. PPC can be important for these businesses as well but may not be as crucial in generating leads quickly.
If you are a business with a National or Global reach in a highly competitive industry, PPC and SEO will be equally important. Much like the 1st example, PPC can quickly push you to the ‘top of the pack’ amongst your competition and increase your visibility. SEO is important to work on improving your ranking on that crucial first page. Studying the landing pages of the top 3 results can give you insights into what is missing on the relevant page on your website. This information is used to build a better page(s) than your competition.
I’ve (Rich – TheOnlineCo. SEO Sydney Manager) been doing SEO for 20+ years and am working to stay on top of the latest trends and changes in the SEO world. It’s something that requires constant attention to make sure you don’t fall behind and use out-dated techniques or tools.
So again, yes anyone can do SEO, but it does require quite a lot of knowledge and skill to execute an effective SEO Sydney strategy.
It’s important you have realistic expectations around SEO. It generally takes 3-6 months to see results from an SEO campaign.
We are often able to give our new SEO clients a good ‘SEO bump’ shortly after starting a Sydney SEO strategy by addressing technical and site structure issues right away. By ‘cleaning up’ the code, technical issues and structure Google can often get a clearer picture of the business, services and products offered. This helps in the short term and we’ve seen noticeable increases in organic stats after running these optimisations.
On-page SEO is a set of efforts focused on improving the SEO on a specific page. It encompasses all SEO aspects of a page – the meta title and description, H1, H2s (headings), content, images, internal and external links, etc…
On-page SEO is the work that is done to optimise a page for a specific keyword / phrase.
Put simply, ‘White House SEO’ is a set of SEO techniques that follow Google’s Best Practice guidelines. Rather than trying to find some way to ‘fool’ Google into ranking you on the 1st page for a keyword or set of keywords, SEO agencies who use ‘White Hat’ techniques focus on creating the best content related to your focus keyword while delivering the best User Experience possible.
There are several ‘Black Hat’ strategies some Sydney SEO agencies can use to quickly push your site higher in the rankings. The downside to using Black Hat SEO techniques is that Google’s algorithm has ways of detecting when they have been used to improve the results for a website. If Google doesn’t know about a ‘new’ Black Hat technique, rest assured it will.
Some ‘Black Hat SEO’ tricks include:
- Purchasing a large quantity of links from link farms or PBNs
- Keyword stuffing
- Hiding keyword rich links and content on your web page
The best SEO strategy is to go ‘White Hat’ all the way. It’s actually easier to do in the long run! By optimising existing or creating new content on your site that provides the best, most complete and relevant information on the web + providing a fast, modern, and pleasant User Experience you won’t risk being penalised by Google for violating their best practice recommendations. It’s always easier to find good backlinks for content that is well written and presented.
TheOnlineCo. is a 100% White Hat Sydney SEO agency.
TheOnlineCo. is a professional SEO Sydney provider with over 10 years of experience in delivering results for our clients. We have a 100% local team and provide complete transparency in what work is being done and how it will improve your SEO results. When we onboard a new client, we complete a comprehensive keyword map in consultation with the business and their goals, we create an optimised-siloed site structure to enable Google to clearly crawl and index the site, we implement a 50+ point setup checklist in order to establish best practice benchmarks, tracking and monitoring. Finally, we build a 12-month rollout plan which itemises month by month what work will be done in order to provide full transparency on the services provided. We then commence monthly work providing a data report as well as a video explaining the report. We then meet with you quarterly in order to establish and review the next 3 months objectives. If you feel this process would benefit your business, please feel free to get in touch.
We work primarily with small to medium businesses in Australia who require an improvement in their visibility in the search engines. We have extensive experience across multiple industries and have built robust workflows that enable us to provide outstanding service and results across any industry.
Some examples include…
- Medical Services
- Home improvement
- Financial Services
- IT Services
- Aged Care
- Plus more…
There are a few different ways to let Google know your site exists. You can submit it directly here.
But the best way to get your site indexed on Google is to create a Search Console account then submit a sitemap.xml file. You can create a sitemap file manually but there are also options to create sitemaps automatically. Whether you create a manual sitemap file or automatic one depends on your site set up.
If your site is a static HTML based website, you’ll need to create a manual sitemap. The disadvantage here is around efficiency. Anytime you create a new page or delete old pages you will need to update the sitemap file and upload it to your website.
Automatic or dynamic sitemaps are updated automatically by the CMS.
Once you’ve submitted the sitemap to Google, it will send a bot to crawl the sitemap on occasion to check for updates.
You shouldn’t forget about or ignore Bing! Although Bing accounts for a very small percentage of all online searches, it’s still a good idea to have your site indexed there as well. The process is similar to the steps involved with Google Search Console.
Once you’ve submitted your sitemap to Google and Bing, don’t expect your site to skyrocket to the top of the Search Engine Results Pages* for your keywords*. There is a lot of work involved in making that happen – that’s where TheOnlineCo. Can help. We are trained Sydney SEO experts with a proven track record of helping businesses rank on Google for keywords relevant to their business.
Backlinks are incredibly important to any SEO plan and effort. There are many ways to go about getting high-quality backlinks and it is possibly the most difficult aspect of SEO.
Back in the early days (2000 – 2010), Google wasn’t as discerning about the quality and relevance of your backlink profile. This allowed people to build links back to their websites using all sorts of dodgy techniques labelled ‘Black Hat SEO’.
Over the years Google’s backlink policy has changed and is now much stricter. Unfortunately, there are still many SEO Sydney companies that use ‘Black Hat’ techniques to get you backlinks. A sign that this has happened to you is if your site gets a sudden / overnight and drastic increase in backlinks. This can have a positive effect in the short term, but is a red flag for Google and likely to trigger what is called a ‘manual review’ where your site is reviewed and penalised. Your site will lose its authority and you will see a steep drop in organic impressions and clicks.
It’s best to avoid any sort of backlink strategy that looks or feels the slightest bit dodgy. If someone has come to you promising they’ll get hundreds or thousands of backlinks in a month, walk away. They are most likely using ‘Black Hat’ backlink techniques and will put your site at risk of a manual review.
The best backlinks to get are from sites that have a lot of authority (already rank well on Google), but (MOST IMPORTANTLY) feature content that is relevant to your business and industry.
TheOnlineCo. doesn’t use ‘Black Hat’ techniques to get backlinks. We have a slow, steady and effective workflow to get only high-quality links back to our client’s web sites.
Yes! Creating new content on a regular basis is one of the most important things you can do for good SEO.
Google prefers sites that are ‘alive’ and produce new content often. That doesn’t mean you should create content for the sake of creating content. Don’t write junk! Take some time and research some keywords to see which subjects people are interested in and searching for. Decide on a keyword then look at your competition for that term and write a better article!
If you already have a ton of content / blog articles it’s a good idea to review that content and look for anything that is out of date and / or under-performing. Do some new research and update that article.
Long-Tail keywords are much more specific than what are called ‘Broad Match’ keywords.
A good example is to start with a ‘Broad Match’ keyword like ‘SEO’.
‘SEO’ is a very broad term and Google believes most people searching for ‘SEO’ on Google are looking for a definition, SEO tools or tips on how to do it themselves.
When you start to get more specific is where ‘long-tail’ keywords come in.
If I were to enter ‘SEO Company’, I’d get more specific results that returned listings for what Google considers to be the top SEO Companies in your area. Google uses your IP Address to determine your location and will deliver locally driven results based on that.
I would actually consider ‘SEO Company’ to still be a ‘broad match’ keyword.
Long-tail keywords are very specific, so something like ‘find an seo company in Sydney for digital marketing’ is a good example of a long-tail key phrase.
Long-tail keywords / phrases will have a lower search volume but shouldn’t be ignored. Even if a long-tail term only has 10 average monthly searches per month, if you can rank at the top of the Search Engine Results Pages for those long-tail terms you are more likely to get leads. And if you can provide content that closely matches that very specific set of search terms, people that find you are more likely to convert!
SEO Exploration & Setup
Before we start the SEO Exploration & Setup process, we will send you a questionnaire that helps us understand your business better. In the questionnaire we ask: What are your top 3 products / services? What are your top 10 keywords? Who are your top 3 competitors?
We also ask for access to the various systems we will need to complete the Sydney SEO setup – Google Analytics, Tag Manager, Search Console, Google Business, Admin access to your website and other areas.
STEP 1 – COMPREHENSIVE KEYWORD MAP
Keyword research is the cornerstone of good SEO. We have a unique and highly effective approach to creating what we call an SEO keyword map. This SEO keyword map is used extensively across nearly every area of the SEO work we do ongoingly. We use the map to determine which keywords to focus on for each page.
The information you provide about your Sydney business in the questionnaire will help us determine where to start with our research. We also do a comprehensive review of your web site and make sure we have a good idea as to the main categories your site should be divided up into.
We use a variety of tools to curate a comprehensive list of between 500 – 2000+ keywords that are relevant to your business. Those ‘bulk’ keywords are broken up into sub-categories and organized by Average Monthly Search Volume. This clearly identifies which keywords / phrases are of the highest value. We pass this draft of the keyword back to you for review. Your input helps make sure we have curated the correct set of terms and allows you to point out any gaps in the research.
Included in the keyword map is a tab with what we call ‘Question Keywords’. These are questions people are asking on Google that are related to the products and/or services you are promoting. These questions can be used to help determine blog articles subjects in an ongoing Sydney SEO content strategy.
STEP 2 – SITE STRUCTURE REVIEW & SILOING RECOMMENDATIONS
Most web sites you find across the internet weren’t built with an optimised site structure in mind. A result of a site that doesn’t have an optimized structure is that all of the content is lumped together.
Imagine a jar filled with 3 different colored sets of marbles where all the marbles are mixed together randomly. When Google crawls a site that has a disorganised structure like this, it has a hard time determining what the different categories and topics of that site are. This will have the effect of inefficient and low rankings on Google for your site. The traffic coming to pages on your site will likely have low relevance as well.
By organizing your site into an optimized structure, we move all the marbles into separate jars / move all your related content to sit under what we call Parent / Cornerstone pages. This sends a much clearer message to Google as to what the separate categories / topics of your web site are. The result is that you will get much more relevant traffic to your website. Then, rather than landing on your website and having to click around to find the information they were searching for, that traffic will be taken directly to the page with the answers they seek.
Another important aspect of the site structure review and recommendation is analysis and rebuilding your site’s main navigation menu. Many businesses have complex main menus with dropdowns that have more dropdowns. We work to simplify the main menu and create a flow chart that illustrates an optimised version we believe will help. Optimising the main menu works hand in hand with the site structure recommendations and the flow chart will further Illustrate and help explain the site structure recommendations we create for you.
STEP 3 – 57 POINT SEO SETUP
Once you’ve given us access to your existing Google Analytics account, any other Google services already set up, and back end access to your website, we work through our 57 point SEO Setup checklist. If you don’t have Analytics for your Sydney business or any of the other services set up for your web site, we will set them up for you and give you full access when completed.
Since several of our team members are also web developers, we are able to work very efficiently on your site without needing to go back and forth with you and a 3rd party developer to make many changes and updates to your site. We’re not saying we don’t work with 3rd party developers – we do and have many good working relationships with developers for many businesses. We are able to do many tasks that many Sydney SEO agencies have difficulty with if they aren’t developers by eliminating the ‘middle man’.
We will run an audit of your website and provide a detailed report highlighting areas that need attention and can be optimized for SEO. This audit is run once a week and we refer to it often to help guide us through ongoing technical SEO work.
Once we have access to your systems, we implement a 57+ step setup process that includes:
- Making sure Google and Bing know your site exists and which pages to crawl as a priority
- Setting up a new or starting Local SEO optimisations for your existing Sydney Google Business listing
- Checking your current backlink profile and disavowing any ‘bad’ backlinks
- Setting up tracking for events on your website such as contact form submissions, phone number and email clicks, etc… and attributing where these events came from. Search engine? Ad? Direct?
STEP 4 – 12 MONTH SEO ROLLOUT PLAN
Google’s algorithm uses over 300 factors to determine where a page should rank in each search results page. TheOnlineCo. has broken those 300 factors into 5 categories:
- Technical SEO
- Content SEO
- Local SEO
- User Experience (UX)
The 12 Month SEO Rollout plan is a custom document that describes exactly what SEO tasks should be performed each month over the course of 1 year to bring about the best SEO Sydney results for your web site. We break up the year into 4 quarters and every 3 months we recommend a ‘Milestone’ review where we would meet with you and discuss the work we’ve done, what is working, what’s not working, and any adjustments we need to make to the strategy over the next 3 months.
We divide the SEO work across these 5 categories each month and include time for monthly reports. We feel reporting is one of the most important aspects of developing and maintaining great relationships with our clients.
Unique, Easy to Understand, Video SEO Reports & Documentation Tailored for Your Business
Our monthly reports are quite unique in that we don’t just send a document full of charts and data for you to puzzle out – we create custom videos where we describe the work we did over the last month and talk about the strategy for next month. We also explain and highlight important data points found in the document created for you. We try very hard to make sure you understand what we’ve done and how it is helping.
Glossary of SEO Sydney Terms
Backlinking: A backlink is a link created when one website links to another. Backlinks are also called “inbound links” or “incoming links.” Backlinks are important to Sydney SEO. These are links from external websites with authority, that link back to a page/s on a client’s website.
CMS (Content Management System): This is the software that runs your website. It is the framework behind the scenes of a website that allows the site owner to add new content and media (images, video, etc…) and also to modify and update existing content on a website. Popular examples of a CMS are WordPress, Squarespace, Shopify, WIX, Joomla and Drupal.
Disavow: Discarding harmful links pointing to your site. If you believe your site’s ranking is being damaged by low-quality links you do not control you can ask Google to ignore them when assessing your site by disavowing those backlinks.
External Link: External Links are hyperlinks that point at (target) any domain other than the domain the link exists on (source). If another website links to you, this is considered an external link to your site. Similarly, if you link out to another website, this is also considered an external link.
Internal Link: Internal links are links that go from one page on a domain to a different page on the same domain. They are commonly used in main navigation. Internal links are useful as they allow users to navigate a website and they help establish information hierarchy for the given website.
Keywords: are words or phrases describing your product or service that you choose to help determine when and where your ad can appear. Select high-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers.
Keyword Map: This is the document created once keyword research has been reviewed and completed – it contains keywords / phrases broken up into categories relevant to areas of the business. It is a vitally important document used throughout the SEO Sydney optimisation process.
Link Juice: The term used in the SEO world to refer to the value or equity passed from one page or site to another. This value is passed through hyperlinks. Search engines see links as votes by other websites that your page is valuable and worth promoting.
Meta Description: The meta description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page’s content. Search engines often show the meta description in search results.
Meta Title: A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing.
Organic Traffic / Visitors: These are people who visited your site after conducting a search on Google, Bing, etc… and then clicked on a link to your website in the search results that was not an ad.
Search Engine Results Page (SERP): are the pages displayed by search engines in response to a query by a user. Where you are placed on the SERP is based on your keyword bid, quality score and competition in the market.
SEO (Search Engine Optimization): is the process of optimising your website to get organic, or un-paid traffic from the search engine results page.
Siloing: Grouping related information into distinct sections within a website by making changes to the URL structure and Main Navigation Menu on a website. This process slots specific products, services, information, articles etc. under top level ‘parent’ categories. The result is a clear message to Google as to what each of your products, service, etc. categories are and allows Google’s algorithms to make better decisions about where to place your site in SERPs.
Sitemap: A sitemap is a file where you provide information about the pages, videos, and other files on your site, and the relationships between them. Search engines like Google read this file to more intelligently crawl your site.
URL: A URL (Universal Resource Locator) incorporates the domain name, along with other detailed information, to create a complete address (or “web address”) to direct a browser to a specific page online called a web page.
Zero Position / Featured Snippet: These are sections that appear at the very top of a search on Google and are usually an answer to a specific question.