You know that feeling when you’re standing on one of Australia’s many golden beaches and the sand continuously shifts under your feet? Well SEO is pretty much the same – it’s a dynamic landscape that’s in constant motion. It never stops shifting. Google keeps changing its algorithms, which in turn consistently change the SEO game.
A website can be a huge investment, so it’s super-important to ensure that it’s the main destination for the information that your industry and customers are looking for. This is true everywhere in the world, but if you’re looking to grow your site’s traffic in Australia, here are our top 5 tips that will help you to stay on top of Australia’s SEO game.
1. Get ahead of the competition
The Australian SEO industry is continuously thriving despite our relatively small population. The number of digital agencies exploded in recent years and the number keeps on increasing as more and more businesses turn to expert organisations to optimise their search results. If you are a new Australian business owner, this means that you will be competing with other organisations who have already spent years building their authority and optimising their websites.
To get ahead of the competition, you need to ensure that your website and SEO strategy are always up to date. SO keep yourself prepared for the long journey ahead, or partner with a team of experts from a credible local SEO and Web design company.
2. Implement Hreflang
If you have content that is specific to a local audience and language, you can go technical with Hreflang. It’s an HTML meta-attribute that is used to specify the geographical and language targeting of a webpage. Implementing the Hreflang tag tells search engines like Google about these variations. The tag adds a signal to search engines that a user querying in Greek (for example), will want a different page to the one presented when someone does the same search in English.
Even better, if Google detects that the searcher has an IP address that it believes is in Greece, the searcher will receive the Greek version of the relevant page. It’s because Google uses this attribute to ensure that it serves the searcher the most relevant page to them. It may sound quite overwhelming, but it’s actually simple and can be automated to a large extent.
3. Have a .com.au domain
If you’re the owner of a true blue Aussie small business and your target audience is Australia-based, then having a .com.au domain is one simple factor that can contribute to keeping you on top of Australia’s SEO game.
Google’s webmasters guidelines do recommend having a country code top-level domain (ccTLD). If you only have .com in your domain name, Google will have a hard time ranking you for local searches – but if you have a .com.au domain it will help Google understand where your business operates. The .com.au domain name is a signal of trust for your site because Aussie customers recognise it and know how to look for it.
It may sound obvious, but you’d be surprised how many Australian companies choose .com rather than .com.au because they think it makes them seem larger or more prestigious.
4. Optimise your site for Google RankBrain
Google RankBrain is an artificial intelligence algorithm that uses machine learning to process search results and provide more relevant content results for searches. In a nutshell, it measures how you interact with the results on the first page. Needless to say, the happier you make Google users, the higher your ranking will be. Launched in 2015, RankBrain is now one of Google’s top three ranking signals, so if you want to get ahead in the race for ranking and traffic, optimise your site for it.
Optimising for RankBrain isn’t that difficult – the key is to write in natural language and provide information that is relevant to your potential searchers. If your content sounds conversational, then you’re on the right track.
It’s also a good idea to make sure you understand the search intent of your audience, because RankBrain has shifted the focus from keywords to topics. Try searching on some of your key search terms and see what results come up on the first page, then use this information to customise your content or add a new blog with a headline that captures the essence of the search intent.
5. Refresh your content often
Yes we know it’s been said many times but a startling number of Australian businesses seem to have a ‘set and forget’ strategy when it comes to their websites. If you’re not adding new content on a weekly or fortnightly basis then you’re not doing yourself any SEO favours. Adding fresh content such as videos and blogs encourages search engines to visit your website more often, and the more frequently they visit, the faster they’ll discover your new content.
The ever-changing landscape of technologies redefine many different aspects of content strategy, but at the end of the day, SEO is still king. It’s important to keep your strategy up to date if you want to stay on top of Australia’s SEO game. Try implementing our top tips, or if you prefer to outsource your SEO, make sure you partner with a team of experts who have a proven history of results. At Broadcast SEO we live and breathe website development and search engine optimisation and our team of experts are here to help. Why not check out some of our work here or contact us for a chat about our cost effective services.