BlogHow to write SEO Optimised Content For Your Website

November 9, 2018

How Modern Web Works With Search Engines.

For many people, they don’t understand the way the web works. Well, they don’t understand the finer details of how Google, search engines, SEO all works together. It is a confusing web (no pun intended) that can be confusing to many newcomers.

That is why we are here to break down the key attributes when it comes to figuring out how the modern web works.

By breaking down how search engines work, what drives them and the algorithms that come with managing it, you will be able to get a better sense on how effective SEO in Melbourne works with your business. For more information on how the modern web works, continue reading below:

Search Engines Deliver Web Pages To The People.
Search engines operate by two main functions which are to crawl the web to build its index and then delivering those web pages to its visitors. When a visitor is looking for something on the web, they will search some key terms aka keywords in a search engine. The search engine will then use a complex algorithm to rank websites within its index to the visitor which it deems as most relevant to the searcher’s needs.

How Search Engines Work To Bring People and Websites Together.
Search engines work by crawling billions of web pages on the web and then placing those pages within its index. The crawling process happens by way of using links from one page to another, search engines have developed a crawler bot aka Spider bot which will scour through the web collecting and indexing billions of sites into its index every day around the clock.

Spider-Bot Is the Program That Brings It All Together.
The spider is simply a programmed bot that works similar to a viral infection as in that it divides and spreads at a very rapid rate by scanning a webpage, adding that page to the search network and then dividing and multiplying itself to enter through every single external link on that page then continuously scanning more and more pages to the index.

The Search Index Is Exactly Like It Sounds: An Index Of Your Searches.
Search engines spend millions of dollars on state of the art hardware technology to store its search index with billions of web pages on the web. This index is then manipulated through different algorithms to withdraw relevant information for any topic at the blink of an eye.

The Search Algorithm Is The Mathematical Formula That Keeps Your Searches Working.
The search algorithm is a very complex mathematical equation; it is constantly refined and restructured in order to meet the search user’s needs more accurately via filtering and ranking webpages within the search index. The algorithm’s main purpose is to organize that data collected in the search index into a ranking of webpages for the specified user keyword.

SERPs Are The Results You Need.
The ‘Search Engine Results Page’ commonly known as SERP is the actual results page that is received by the visitor when he searches something in the search engine. When a visitor searches a specific keyword into a search engine, the keyword is then sent to the search algorithm which then manipulates and filters the search index into ranked results which are sorted by relevance to the visitor’s search keyword. These ranked results are then presented to the visitor on the SERP where the visitor can then visit these results to attain the information that they seek.

Hopefully, these terms will help you when it comes to understanding how the modern web works with each other.

How SEO Will Increase Organic Traffic to Your Website

Search Engine Optimisation, or SEO, is possibly the most important thing to consider when developing a website. If people aren’t finding your website, then no matter how interesting or useful it might, it’s not doing what it should. Search Engine Optimisation is crucial to online success because almost everyone who uses the internet will use a search engine of some kind, such as Google. If you are mindful of SEO strategies then you will understand that search engines are looking for genuine, current and relevant websites to best serve their own visitors. The whole concept is actually very simple, so there’s no reason to ignore it. You want genuine people to find your website because it’s what they’re looking for – not just because an advert has sent them there. These genuine people are the organic traffic which you really need.

If you have a website which sells lawnmowers in Melbourne, for example, then you will want plenty of content related to lawnmowers – the latest models and technology, for example. You might also consider the history of lawnmowers, reviews and comparisons, lawnmower anecdotes, etc. Whatever you can think of to make your website more interesting, then make sure you use it, and make frequent, relevant updates. You will also want to mention Melbourne frequently, and perhaps provide local news and information, along with other points of interests and links to other websites. The search engines will respond to this kind of activity, and specifically, they will respond to keywords. With the correct use of SEO, you will include the word Melbourne periodically within your website content. You will also mention lawnmowers repeatedly, in various contexts.

As people search for Melbourne lawnmowers using a search engine, your website will be considered relevant due to this search engine optimisation that you are constantly using and updating. When creating or ordering SEO content, you should also consider other terms people might search for, such as related goods or services, and perhaps nearby areas. If you deliver throughout Australia, for example, then why not include plenty of references to other parts of Australia within your web content? The more chances you give your website of getting noticed for the right and most relevant reasons, the better. Effective SEO strategies are therefore imperative for any successful website.

How Content Makes The Difference For Your Search Engine Optimisation

Content is a key aspect of every marketing strategy and the key to Google rankings. Though there are many other factors which affect your website rankings, high-quality content is one of the most important. Google, the most prominent of all search engines, constantly updates its algorithms to make sure that the top ranking sites are the ones containing the best information. The phrase ‘Content is King’ is now more important than ever.

Search engine optimised content is the most important element of SEO. Content is something which every user searches for, in some or the other form, like videos, articles or blogs. Having more quality content than the competitors in Melbourne for a given keyword will give the user the best results. Here is how content can make the difference for the Search Engine optimisation strategy of a business in Melbourne:

Easy Understanding of The Message– No matter what the aim of your post is, a poorly written content will not serve any purpose and people will not be able to comprehend it correctly.  A well thought, nicely constructed and grammatically correct posts will help in delivering your message effectively to the target audience.

Builds Trust– Well-written posts will help in building trust among your readers. Nicely written content that is free from any errors will seem more professional. This will help the readers to revisit your site or blog in search of more quality content.

Reduces Bounce Rate– High-quality content can make the visitors stay on your site for a longer period. This will lower the bounce rate and lead to improved search engine rankings.

Higher Conversions– Great content will lead to a higher conversion rate in the long run. If the message you are trying to convey through your writing is properly understood by the audience, they will buy your products.

Encourages Sharing– If you post content which creates user interest, it is more likely to be shared on the various social media platforms. Posting attractive, engaging and informative content will give you a wider reach among the audience. The more a page is shared, the more people will click the link and visit your page. These visitors are extremely valuable for SEO.

Content is one of the most important elements of every Search Engine optimisation marketing strategy. Including relevant keywords in the title and the post and writing it in a way to achieve maximum user engagement.

How to Mastermind the Right Keywords for Your SEO Campaign

The first thing to realise is that a keyword is not necessarily just one word. You could have two or more words, perhaps even a short phrase which is sometimes referred to as a long-tailed keyword. The important question is: Exactly what is your website selling or promoting? The answer should be the first and most obvious keyword that you choose for your SEO, whether it’s just one word or more. The simpler you keep this the better, as very often people try too hard and will over-complicate the process.

Another thing to consider is that the search engines like keywords that belong to the website address, so if you’re lucky enough to have something like ‘’, then you could use the keyword ‘computers’ with excellent results. In most cases we need to be more creative than that, and the challenge becomes finding a more niche keyword. The other benefit with choosing something like ‘gaming computers’ instead is that, although it’s still an example of a competitive market, this keyword will be far less competitive than ‘computers’. The other benefit of being more specific is that people who find your website using that search term are more likely to buy something as you are more accurately describing your goods or services. A good conversion rate is obviously important, as there’s usually not much point having high volumes of visitors if nobody is taking action.

You can use various online tools for finding effective SEO keywords. Google, as the most obvious example, has tools which will help you find how competitive certain keywords are, and can also give you alternatives and variations based on what people are searching for. This all seems quite simple, but this is what makes it powerful and effective, because the difference between choosing successful or useless keywords is vast, despite the actual differences in the keywords appearing slight. If you sell pets in Melbourne, for example, you will need to think along the lines of ‘pet shop in Melbourne’ or ‘dogs for sale Melbourne’. An online tool might suggest ‘Melbourne pet dogs’ as being something people are searching for, so you would be wise to use that. Remember to be specific and keep in mind the power of search engine optimisation when it is highly targeted. Repeating keywords is fine, but obviously you want the text to flow as naturally as possible too.

How To Do SEO Keyword Research: The Basic Steps

The main thing to remember is that your goal is to be found for the searches which you want to be found for and that the right customers find you. It sounds obvious, but there can be so much confusion around SEO and keyword strategies that people sometimes become overwhelmed with conflicting ideas and lose focus. Although Google keeps updating its algorithms and altering SEO requirements, the need for keyword research has remained consistent. There are some basic steps which you need to take in order to get your SEO keyword research heading in the right direction.

First Step:
The first step is to list all the important, relevant topics which relate to your business. These are general words and phrases which shouldn’t have too much detail yet. So if you run a computer sales business in Melbourne, then you should list ‘computer sales’, ‘Melbourne business services’ or whatever feels right.

Second Step:
Next, you should consider which phrases you think will help you rank in the search engine results pages (SERPs). For each general phrase, elaborate with plenty of related phrases that you think your customers might search for. Under the ‘Melbourne business services’ topic, you could list ‘computers in Melbourne’, for example. A good way to come up with keyword ideas is to discover which keywords your website is already getting found for. To do this, you’ll need website analytics software like Google Analytics or HubSpot’s Sources tool. Search your website’s traffic sources, and sift through your organic search traffic to find the keywords people are using to arrive at your site. Repeat this exercise for as many topic headings as you have.

Third Step:
The third step is to research related search terms. You might find that you have already thought of many of these when doing keyword research, but it’s a great way to expand the lists. If you go to and type in your phrase, and then scroll to the bottom of Google’s results, you’ll notice some suggestions for searches related to your original phrase. These keywords can spark ideas for other keywords you may want to take into consideration. You could then type in some of those related search terms and look at the related search terms for the new ones.

Fourth Step:
Next you should check for a mix of head terms and long-tail keywords in each list. Head terms are keyword phrases that are shorter and more generic – one to three words in length. Long-tail keywords are longer keyword phrases usually containing three or more words. It’s important to check that you have both head terms and long-tail terms, because it’ll give you a keyword strategy that’s well balanced with long-term goals and short-term results. Head terms are generally searched more frequently, making them much more competitive and harder to rank for than long-tail terms. Imagine these search terms: ‘desktop pc’ or ‘desktop pc for sale in Melbourne’. Obviously the first one will be highly competitive, but you can still use it. If you use the second one and someone searches for it, however, then you have a much greater chance of converting the visit into a sale. Search engine optimisation can be quickly effective when it brings highly targeted visitors, but you might as well have general browsers as well as you try to reach more difficult and broader markets.

Fifth Step:
You can also check your competition. Remember that just because your competitor is doing something it doesn’t mean you need to, and this goes for keywords too, but understanding what keywords your competitors are trying to rank for is a great way to check your own. SEMrush is a useful tool that allows you to run some free keyword reports on any domain.

Sixth Step:
Finally, use the Google AdWords Keyword Planner or HubSpot’s Keywords App to refine your keyword list, and you should be off to a great start.


Nailing the Keywords: 
As an example, imagine you run a landscape gardening business in Melbourne. If your business website looks great and has good information and contact details then that’s an important start. If you have social media links and links to other local businesses then, again, you’re going to see some results. But if the keyword strategy has not been properly researched and integrated, then you could be losing out from the search engines. If you have mentioned how great your landscaping experience is and included words such as ‘gardener’, but failed to point out a few times that Melbourne is where it’s happening, then you are losing countless customers who search for ‘gardener in Melbourne’.

Eye for Detail:
This attention to detail can go much further than that, to include variations around relevant themes based on proper keyword research. It’s not just about what you’re offering, but also about what people are actually typing into their search engines. Researching and analysing keywords can also help you focus your content and help define your information presentation. Google has two good free tools for developing keywords. Google Adwords has an external keyword tool that is available to everyone, whilst Google’s Zeitgeist provides insight into global, regional, past and present search trends.

The Benefits: 
Clearly knowing which keywords to use and how to use them will benefit your whole SEO campaign immeasurably, and you can’t underestimate the power of slight changes with these things. Correct search engine optimisation using thorough and up-to-date keyword research can be the difference between failure or success for many business websites. After all, if you are not being found by the right people, then your business website (and hence your business) could struggle. Using the correct SEO and keyword techniques, however, it may flourish and grow.

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