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SEO Sydney | Search Engine Optimisation Company

Do you run a business in Sydney? 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 SEO Sydney experts at TheOnlineCo. can help you optimise your website and get noticed by Google.

Building a website is a great start to SEO. Unfortunately, the adage ‘build it and they will come’ doesn’t hold up unless you’ve done worked to optimise your website. This involves targeting the keywords and phrases people are typing (or speaking via their phones) into Google.

For small to medium businesses in Sydney, the competition to be at the top of the search results is fierce! Furthermore, Google is more and more focused on delivering local results. Once upon a time, Google would have focussed on what people were searching. Now, they’re narrowing in on where people are searching from.

As SEO and Digital Marketing experts, TheOnlineCo. can help Sydney business owners push their business to the top of the search result pages. We achieve this through the multi-layered job of website and business optimisation.

SEO Company - Sydney

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 string SEO benefits.

Below are some examples of our successful SEO work.

OUR SEO CASE STUDIES

This client has an eCommerce store with hundreds of products that were setup with a site structure that was not optimised for SEO. Although the products had been ‘categorised’, they all sat under the common ‘/shop/’ slug in the URL.

After implementation of our unique SEO optimised site structure, we saw a dramatic increase in organic visits to their website and also an increase in goal completions.

The SEO optimised site structure went live on the site October 15, 2019. As a result, you can see a steep and steady rise in organic traffic and impressions from that point on. (Click on the 1st image for a detailed graph)

To further illustrate the improved organic performance after implementation of the SEO optimised site structure, this graph from Analytics shows a 71% increase in organic traffic when compared to the previous period of the same length. There was also a 142% increase in eCommerce interactions and a 743% increase in revenue! (Click on the 2nd image for a detailed graph)

The 3rd image shows amazing organic SEO growth comparisons year on year.

SEO Case Study # 1 - Organic Traffic & Impressions Improvement After Site Structure Implementation
SEO Case Study # 1 - Organic Traffic Improvement After Site Structure Implementation
SEO Case Study # 1 - Organic Traffic Improvement After Site Structure Implementation Year On Year

71% Organic Traffic Growth in 2 month period after Site Structure / SEO silo implemented compared to previous 2 months

142% Increase in eCommerce Interactions in 2 month period compared to previous 2 months

743% Increase in Revenue in 2 month period compared to previous 2 months

72% Organic Traffic Growth & Massive Increase in Revenue in 2 month period compared to same period in the previous year

We had been pursuing a strong content creation SEO strategy for this client which included:

  • Reviewing old blog articles and consolidating out-dated and / or redundant content
  • Re-launching & re-optimising old content with updated information and improved layouts / user experience
  • Writing 2 new optimised articles per month using our unique method to target Featured Snippets on Google

As a result, we saw some stunning improvements.

The first graphic (click to view) shows that results have been amazing with a 25% increase in organic traffic when comparing the 3 months between March 24, 2020 – June 23, 2020 to the same period in 2019. There was a stunning 8200% increase in organic goal completions as well!

You can see in the second graphic from Search Console clearly shows a drastic increase in organic clicks and impression when comparing a 3 month period in 2020 vs the same period in 2019.

The last graphic shows improvements over a 16 month period. You can see the dip in traffic during the COVID-19 shutdown and then a drastic rebound in April, 2020.

We saw a big increase in Google choosing our articles as Featured Snippet answers to questions (there’s no graph for that, or we’d show it here!). It is our belief that in April, 2020 Google gave more authority to our client’s site. This was due to the quality of the content we produced in combination with more social shares and backlinks generated from that content.

It should also be noted that we had implemented an SEO optimised / siloed site structure for this client in late-2018 which helped produce a good result.

Analytics Organic Traffic Goal Completions Increase Last 3 Months Compared To Previous Year
Organic Traffic Impressions Increase Last 3 Months Compared To Same Period Last Year
Organic Traffic Impressions Increase Over 16 Months

8200% Increase in Goal Completions in 3 month period compared to previous 3 months

177% Increase in Organic Traffic in 3 month period (2020) compared to same 3 months in previous year (2019)

25% Organic Traffic Growth in 3 month period after content updated and re-launched compared to previous 3 months

102% Increase in Organic Impressions in 3 month period (2020) compared to same 3 months in previous year (2019)

This client had a website that we had been doing SEO work on for awhile. The company went from being Australia-based to wishing for a global presence. They changed their domain from a ‘.com.au’ to ‘.global’ in late 2019.

To make this switch successfully, we worked to ensure that all of the titles and meta descriptions we had put into place were copied over to the corresponding pages on the new site. We also ensured that pages / URLs + from the old domain and website were redirected to the relevant URLs on the new domain and website.

The old website was using a CMS that was challenging to work with and we advised the client to rebuild the website using WordPress. This way we could implement an optimised site structure and work more effectively on SEO.

In the first graphic (click to view) we can see that after the new site / domain went live, there was no dip in traffic (after October 8, 2019). Over time we saw a 9% increase in organic traffic. There was a huge 475% increase in organic goal completions as well. You can see that the bounce rate also fell back nearly 11% and the session duration increased by nearly 50%.

The 2nd graphic shows similar stats when comparing a recent 3 month period to the same 3 month period in the previous year. A 9% increase in organic visits and 536% increase in organic goal completions. Bounce rate also fell back and session duration also improved.

UX is Important for SEO

Bounce rate and session duration are a testament to the importance of User Experience (UX) to SEO. The new website delivered the information in a more visually appealing format + the new site structure helped site visitors navigate more easily. An improved site structure also provided more clarity to Google around the different topics of the website. This resulted in better ranking for terms in the search results.

The 3rd graphic shows the organic results from a recent 3 month period for the .global domain and compares them to the results from the same period in the previous for the .com.au domain.

Analytics Organic Traffic And Goal Completions Increase - 8 Month Period After New Site Went Live Vs Same Period Previous Year
Analytics Organic Traffic And Goal Completions Increase - Last 3 Months Vs Previous Year
Compare Organic Visits And Impressions From Recent 3 Month Period On .global Domain Vs. Same Period From Previous Year On .com.au Site

536% Increase in Organic Goal Completions in 3 month period after switching to new domain (.global) and Site Structure / SEO silo implemented compared to previous 3 months.

9% Organic Traffic Growth in 3 month period compared to previous 3 months and also when comparing 8 months after domain extensions change (to .global) and Site Structure / Silo implementation compared to the same 8 month period in previous year.

11% Bounce Rate Decrease in 3 month period compared to same 3 months in previous year.

50% Increase in Session Duration in 3 month period compared to same period in the previous year

Much like case study # 2, we had been pursuing a strong content creation SEO strategy for this client.

Many blog articles had been previously written that had similar or outdated content. Our strategy was to consolidate the similar content to fewer pages – down to one page where possible. We also worked on updates to old content to reflect current data and information.

An important part of this work was to improve the User Experience (UX) on older content and re-launch old articles we had improved. We did this in coordination with Social Media announcements of each ‘new’ article. ‘Social Shares’ appear to have driven many new visits to the site which Google considers for SEO. Pages or articles with high popularity on Social Media platforms like Facebook, Instagram or LinkedIn rank higher in search results. These may be ‘nofollow’ links which prevent your page from getting ‘link juice' from the Social Media site. However, Google pays attention and notices when an article is getting a lot of visits and shares and will reward those that stand out.

We also wrote 1 – 2 new articles per month that were written to target Featured Snippets on Google. This strategy was very successful! As a result, in mid-May we saw a dramatic and consistent increase in organic traffic from that point on. (click on the 1st graphic to see these stats pulled from Analytics)

The second graphic shows a 211% increase in organic traffic when comparing the last 3 months to the same three months in the previous year. You can also see a 142% increase in organic impressions.

Organic Traffic Increase Over 1 Year Period After Content Re-launch And UX Improvements / Pursuing Featured Snippets
Organic Traffic Increase Comparing Last 3 Months (2020) To Same Period Last Year (2019) After Content Re-launch And UX Improvements / Pursuing Featured Snippets

111% Organic Traffic Growth in 3 month period compared to the same period last year after content re-launch / UX improvements & pursuing Featured Snippets strategies.

43% Increase in Organic Impressions in 3 month period compared to same period last year.

Our SEO Process

TheOnlineCo. is based in Western Sydney. We have a 100% local SEO team who are available to meet with you in person or via Zoom. TheOnlineCo.’s SEO Sydney team are dedicated, reliable and easy to reach. We are passionate about providing results for our clients and are clear on what we are doing at every step of the process. This is one of the things that sets us apart from other SEO companies.

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. The SEO team works hard to stay on top of the latest SEO trends and updates from Google, ensuring you receive the best possible service for your business.

Our SEO 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 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 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 Sydney 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 website to ensure we have a good idea of the main categories on your site.

What Is a Comprehensive Keyword Map?

Our comprehensive keyword lists are built using a variety of advanced research tools. In total, your final keyword map will contain anywhere between 500 – 2000+ relevant keywords. We break those ‘bulk’ keywords into sub-categories and organised them 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 relate to your products and/or services. These questions are useful for building blog articles – a key component of our ongoing SEO Sydney content strategy.

Comprehensive SEO Keyword Map

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.

Determining Your Site Structure

Imagine a jar filled with 3 different coloured sets of marbles, all mixed together randomly. When Google crawls a site that has a disorganised structure like this, it has a hard time understanding what the different topics and categories of the 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 organising your site into an optimised structure, we move all the marbles into separate jars. That is, move all your related content to sit under what we call Parent / Cornerstone pages. This sends a much clearer message to Google on what the separate categories / topics of your web site are. The result is that you will get much more relevant traffic to your website. This means people will arrive directly on the page with the answers they seek, rather than having to click around to find what they were searching for.

Organising the Main Navigation Menu

Another important aspect of the site structure review process is analysing 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. This flow chart will further illustrate and help explain our site structure recommendations.

Siloed Site Structure

STEP 3 – 50+ POINT SEO SETUP

Once you’ve given us access to your existing Google accounts and back end access to your website, we work through our 50+ point SEO Setup checklist. If you’re missing any key services for your Sydney website such as Google Analytics, we will set them up for you and give you full access when completed.

Work With an Experienced Team of Web Developers

Since several of our SEO Sydney 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 any 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 SEO agencies have difficulty with if they aren’t developers by eliminating the ‘middle man’.

Auditing Your Website

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.

Implementing the 50+ Point SEO Setup

Once we have access to your systems, we implement a 50+ 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 3 – 50+ POINT SEO SETUP

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:

  1. Technical SEO
  2. Content SEO
  3. Local SEO
  4. Backlinking
  5. User Experience (UX)

What is the 12 Month SEO Rollout Plan?

The 12 Month SEO Rollout plan is a custom document outlining exactly what SEO tasks should be performed, month by month. It is set out 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. This is where we meet with you and discuss:

  • the work we’ve done
  • what is working
  • what’s not working
  • any adjustments we need to make to the strategy over the next 3 months.

We divide the SEO work across the 5 SEO categories each month and include time for monthly reports. We believe that 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 the next. In these videos, we explain and highlight important data points found in your reporting document. We want to make sure you understand what we’ve done and how it is helping.

STEP 4 – 12 MONTH SEO ROLLOUT PLAN

SEO is not an overnight solution and generally takes 3-6 months for strong results to become apparent. Implementing the steps outlined above often provides a noticeable ‘bump’ to most clients in the search results.

Get in touch with our SEO Sydney team today so we can help your business rise above your competitors in organic Google search. We’d love to help your business thrive!

Upcoming FREE Workshops

We understand that now more than ever, businesses need to get a greater understanding of digital marketing. As a business, we’ve decided that we want to be generous and teach others about digital marketing from an agency perspective. Join us and learn the strategies that we use across all platforms from Social to SEO, SEM to Instagram.

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