Adelaide Search Engine Optimisation (SEO) and Search Engine Rankings by ChilliCool

With few exceptions, there’s little point having a great looking website for your business if people searching for the products or services you offer can’t find it.

Because all the websites we build here at ChilliCool are coded using valid W3C XHTML/CSS and SEO Semantic Code, getting us to build your website is a great start in letting the search engines know what your site is about, but there’s a lot more that can be done.

There are four main facets to Search Engine Optimisation. To achieve optimal results, all four must be addressed in unison, from within a framework of implementation and ongoing analysis:

Keyword Research:

There’s little point optimising your site for keywords (the words people type into a search engine whilst looking for the products and services you offer) that no one is searching for. Keyword research is the single most important factor in the success of your SEO campaign – and the success of an SEO campaign should always be judged on the difference it makes to your bottom line – not your rankings.

Sure, we can get you a high ranking for your company name – but who is searching for it? We do our keyword research combining best of breed tools, and your knowledge of your industry (after all, who knows your industry better than you?).

We analyse search trends, search volume, and your high ranking competitor’s sites to determine keywords which would be a good fit for your website. We choose keywords with a high enough search volume to make a difference to your bottom line, whilst not wasting your time and money targeting keywords which would take years (and tens of thousands of dollars) to get a first page ranking for.

An example of this is that you might be a travel agent in Burnside: We would target keywords such as “Travel Agent Burnside”, or “Travel Agent Adelaide”, but not chase such high competition keywords such as the generic “Travel Agent”

CopyWriting:

Copy needs to be optimized for the correct keywords, in the correct density, with the correct prominence. We optimise your copy by placing the selected keywords (words people search using when trying to find the products or services you offer) in the page copy, whilst maintaining the flow and cohesiveness of your text.

We analyse the copy of your high ranking competitors to find out what works best for your industry. Keyword density (the number of times your keyword appears on the page) and prominence (where on the page your keywords appear) factors vary from industry to industry – anyone who tells you that there is a “magic number” for keyword density and prominence to rank well in the search engines across all industries is misguided, and should be avoided.

On-Page Optimisation:

This is where our valid XHTML/CSS and SEO Semantic Code comes to the fore. This is all about “under the hood” optimization. We optimise page titles, meta descriptions, title and alt tags, and section titles using SEO best practice and our years of experience.

It should be noted here that this is the area where a lot of “SEO experts” will talk about “secret formulas”, “knowing google’s algorithm”, or “special tricks no one else knows about". Think carefully before engaging someone who talks about these things. No-one knows Google's algorythm, there are no secret tricks, quality Search Engine Optimisation is all about getting the technical things right, working hard, and waiting for the results. It would be silly to sacrifice your SERPs for a short term gain in the rankings.

Link Building:

A major factor in how the search engines (especially Google) rank websites in their results is inbound links to a particular site. There are three factors to be taken into account when considering links in relation to the search engine benefits of an incoming link.

1) The number of links.

2) the quality of those links (how many links do those pages have coming in to them, is the page content of that page relevant to the page it is linking to?)

3) The anchor text of that link (the actual clickable text of the link)

Whilst in low competition industries, the above three factors (keyword research, copy writing, and on-page optimization), plus a link from both our website and blog (link to the what you get page)is often enough to gain a first page ranking in the search engines, sometimes, a more concerted link building effort is required. In these situations, we analyse the linking patterns of your high ranking competitors, to assess the best way to go about building more links to your site. Sometimes, this is as simple as a few hundred directory submissions, although in some cases, a more concerted and ongoing link building campaign may be required.