Solid SEO solutions in 2022.

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Search Labs is a web data analytics and SEO consultancy – we show you which metrics to watch in order to learn about the digital marketplace.

Keyword and Market Research

Keywords, Backlinks, Site Metrics – what is it that your potential customer is looking for? Are you serving the kind of content they need? Do they even know that they are looking for a replacement to their current provider?

Let’s sit down together and look at those that are winning at this game. Which words are driving their traffic? What do their websites look like? Who are their visitors?


Internal Website Audits

As with Optimization, there are 3 sides to this coin.

There is the internal behavior. Where are they going? Where did they come from? How are they interacting with your site?

There is the external. Which terms did they use to find you and did they interact with them?

We report on competitors. We report on the trend-lines cast by the industry.


Website and Content Optimization

Optimisation comes in three flavors. It is a Neopolitan of content:

  1. site architecture and contextual refinement.
  2. Optimisation is reliant on good solid research
  3. Research relies on good reporting.

What is SEO?

How does SEO work? Why do you need SEO? User Experience? The quality of your content. Does SEO lead to consistent, free traffic?

What is SEO?

Once you sign up, we’ll start processing data, crawling your site and scraping the internet, tracking your competitors, and so on. Depending on the plan type you chose and the work that needs to be done, a Zoom call with a Search Labs analyst, or coffee and a croissant, may be required. We’ll notify you and give appointment details if necessary.
Hang in there if a meeting isn’t required. We’ll make arrangements to send the data you ordered, there might be a little back and forth (I would prefer that the info is useful rather than just dumping a bunch of data in your lap) sure, I might be a little bit like a crack dealer – try this one, its a stepping stone to this one – that’s just the way the data rolls.

How does SEO work?

SEO is an online marketing strategy that aims to make your site more visible to people who use search engines. We help you to do this by making sure that when someone searches for something related to your business or product, your site comes up at the top of the list. SEO is both the art and the science of reverse engineering the things that search engines use to catagorise your page, and content, and implementing those things so that your content is easily matched to the query submitted by the searcher.

SEO is a long term strategy

SEO can be effective if you do it right. You should try to implement some SEO techniques into your site as soon as possible. However, it’s important to remember that SEO takes time to work. Even though you’re implementing SEO techniques, you still need to make sure that your content is up-to-date and relevant.

More SEO means more traffic. SEO is an important part of any business because it helps your site rank higher in search engines.

Which things do we need to tune

Even if you don’t ‘tune’ aggressively, there are a few things you can work on the move the needle

User experience

There are many SEO benefits for keeping potential customers on your website and interested in exploring more. You need an easily accessible, searchable site with relevant links and related content. All of the things that keep people coming back to your page and hungry to explore further! So although user experience isn’t a direct search engine optimisation influencer, it is certainly a secondary influencer in search engine marketing as a whole.

The quality of your content

People often say ‘Stop worrying about keywords and focus more on the user experience’ and there is some value to this, however math is used to calculate the position of the page in relation to a search term, math cant determine if content is ‘quality’ or not, math can quantify if internal links using a target keyword as an anchor text results in a broken link or not, it can try to  determine if internet users are finding the relevant content – but quality is a grey area – it is easy to say ‘quality content’ but not easy to mathematically quantify.

SEO is Always Going to Be Here

Consumers will always want products and service online, and brands will look for the most cost effective way to do that. New avenues are constantly opening up such as voice, apps and wearables.


How Google Makes Money

Google earns revenue from PPC advertising. Google makes money when users click on ads.

Google displays ads on searches that aren’t very specific.

These search results look very similar to other search results.

Of Course, this is intentional, because many people click on them without realizing that they’re advertisements. That’s why Google counts on advertising revenue.

Why Your Business Absolutely Needs SEO

SEO is the best way for brands to get to know and reach customers in the right places at the right times. As more and more people started to shop online, even traditional businesses realised that they had to speed up the move to the internet.

SEO is the best way to both learn about and connect with your customers. Many brands and businesses already know or think they know that they need SEO for the digital properties they use, but they don’t know how to do it. There are no doubts about the benefits they will get from having SEO done for them.

SEO is a big part of any online marketing plan, and it’s very important. Your site will show up more often when people search for things. It also makes your site more usable by making sure you show up when people type in words that are related to your product or service. This makes your site more usable.

SEO Builds Trust Credibility

A strong foundation is needed for a beautiful website. Clean, effective user experience should be easy to discover in search. Trust and credibility of the brand should be established. Many elements go into creating authority about search engines like Google.

A brand must be authoritative before any other factor. This is true even if a brand is new. Brands need to establish themselves first before they can build authority.

EAT stands for Expertise, Authority, and Trustworthiness. These three principles are very important when establishing a brand. EAT is a great company name because it is short and easy to remember.

SEO is Constantly Improving and Best Practices are Always Being Updated

SEO tactics should be used on a brand’s site and on all of its digital properties, but if it’s a short-term project, it might not be worth it. As a rule, make sure you do SEO the right way if you’re going to use it. You need to keep an eye on your site all the time and change it as needed.

People who are proactive and keep an eye out for big algorithm changes are always going to be better off. We know that Google changes its algorithms many times a year. In order to get back on track, you’ll have to go a long way behind first. People who work in SEO help to avoid this by keeping an eye out for big changes.

Why do you need SEO?

Building a strong site architecture and offering clear navigation will help search engine spiders index your site quickly and efficiently. Visitors will be encouraged to return to your site by having a good experience while using it.

Organic Search Engine Traffic is the most important source of traffic to your site. Social media is second, followed by Pay-Per-Click advertising. Direct traffic is third, then referrals from other sites.

Organic traffic is the most important source of traffic for any website. In 2015, Google accounted for over 90% of global organic traffic. This means that if your site doesn’t rank well in Google, then you won’t be getting much traffic.

On the first page of results, the top five results account for 67.60% of clicks and the results from six up to ten accounts for only 3.73% of the traffic pie.

It’s therefore vital that you appear in the top five results.

Search engines are looking for keywords that describe your content. You should use these keywords in your title, meta description, and page copy.  People worry about keyword stuffing, but it becomes hard to effectively describe something without using relevant keyword and descriptive terms. We feel that this warning about keyword stuffing is more appropriate for content that makes no sense, or is just a bunch of keywords smashed into a page. If the content is carefully crafted then keyword stuffing shouldn’t be a concern.


Search engines try to provide the best possible search results to users. This means that they will rank pages based on how well they match what people are searching for to the content on the page. For example, if someone searches for “best cosmetic dentist near me”, then they want to be shown a cosmetic dentist that is close by.

Search engines use a variety of methods to rank web pages. These may include things such as how many times a page was visited, when it was last updated, and what other pages link to it, but more importantly, we rely on correlating factors, for example is the target keyword used in the page title?

SEO leads to consistent traffic

Ranking in search engines results in consistent, passive traffic. Internet users user keyword phrases to describe something they want, and a decent digital marketing strategy will make use of search visibility to drive traffic towards a business goal.

Social media networks are designed to show new content. Email marketing often gets marked as read, forgotten or lands in the spam box. But because the number of searches done on search engines is generally consistent from month to month (and even year to year), the traffic tends to be consistent and passive once you reach top rankings – our job is to find the words used to describe your solution, and present your content to the person who has a problem that your content can solve.

SEO leads to ‘free' traffic

Search engine traffic is free. This means that if you’re running a blog or website, you should put your content out there as much as possible. You’ll get more visitors this way than by paying for advertising.

Of course, creating content that rank in Google isn’t free, but it’s usually cheap when compared to paying for ads but there are on average 7 digital touch points made before a conversion and organic traffic has the highest probability of changing a searcher into a potential customer.

The anatomy of search results

Organic results are free, while paid results cost money. Organic results are based on how relevant your website is. Paid results appear when you pay for them. You can see what kind of content appears on the page, such as an article, video, or map.

Ads are more prominent than organic listings when searching for dentists. Organic listings appear later in the list however lately that has been an increased shift towards organic listings as searchers are more aware of paid ads.

If your content is semantically structured, and allows a searcher to follow internal links from a blog post to a conversion page, then your target market may well find their own way to the converting page.

White hat SEO versus black hat SEO techniques

SEO techniques can be classified into two broad categories: techniques that are recommended by search engine companies as part of good design (white hat), techniques that are not approved by search engines (black hat). White hats tend to produce longer lasting, but slower results than black hats.

White hats follow Google’s guidelines and do not deceive the search engines. White hat techniques include providing easy access to spiders, and avoiding black hat methods such as cloaking and link spamming.

Black hat SEO techniques use deceptive practices to trick search engines into giving higher rankings. Cloaking is a grey hat technique that hides information about the source of a web page. Off-page optimization refers to other pages on the same website that help boost your ranking.

Search engines penalize sites they discover with black or grey hat methods. Black hat SEO techniques include keyword stuffing, link farming, cloaking, and other similar tactics. Grey hat SEO includes buying links, paid reviews, and other semi-ethical marketing methods.

Getting into Google’s Index

Search engines partially rank websites based on how many links point to them. (They claim otherwise, but correlation data proves otherwise) A website with lots of incoming links gets ranked higher than one with few links coming in. Links carry through, meaning if you get a link from a high-ranking website, your ranking goes up.

Search engines crawl the web looking for new content. When they find something different, they may index it. This means that if you get a link from  another site, your page may show up when someone searches for keywords related to your site, or the site linking to you.

Google search console allows you to submit your website to google for free. You can also submit your sitemap for free. Yahoo used to offer a paid service but now offers a free service.

Search engines crawl a website based on many different factors. Some pages aren’t always crawled. Pages near the root directory of a website may be more likely to be crawled than pages further down. Mobile devices are becoming increasingly popular, so search engines are making changes to accommodate this trend.

Mobile first search results are now the default. This means that if you type something into your browser, the version of the site that was used to index and rank, was more that likely the mobile experience.

In December 2019, Google updated the user agent string of their crawler. This caused some problems for webmasters who had coded their site to respond differently based on the browser type. The change was made to make sure that users were getting the same experience regardless of what browser they were using.

It’s time to increase your earnings using correlation-based SEO.

Accurately describe the page's content

Choose natural-sounding title wording. Don’t u se generic titles such as “Untitled,” “Home,” “new-content,” or even worse “12341232.” Each page should have its own text and the title should describe the xontent on the page.

Avoid utilising the same title across all of your pages. Instead, choose titles that are succinct but descriptive. If the content in an element is too long or judged unimportant, Google may simply show a portion of the text on your page, or a title link that Google generates automatically.

In your meta descriptions, don’t stuff keywords. Use them in moderation. A few words or phrases should make up your title, while a sentence or two should make up your meta description.


What is SEO Copywriting?

Since Google is constantly rolling out updates, SEO copywriting has changed significantly. Write valuable, captivating, and value-added content that targets certain keywords if you want to rank high on Google.

SEO copywriting is creating content that fills the gaps in Googles knowledge base, or is optimised to specifically rank for valuable terms. The value of these terms can be determined as ‘more likely to convert’ which in turn will probably increase their PPC value.

This tactical approach boosts the authority and relevance of the content and therefore the page, which feeds up to the site.


What is White Hat SEO? - are you a white-hat SEO?

People use the term “white-hat SEO” when the SEO tactics used are ‘in line’ with the rules and policies of the major search engines, such as Google.
Remember, Google doesn’t own the internet, so it really means that the tactics used don’t serve to manipulate the search engine.

People who do ‘white hat SEO’ generally don’t do ‘black hat SEO’ to reach the required business goals – which means they stick to the rules provided by the search engine they prefer. The term “white hat SEO” is used to refer to any practices that will help you rise in a search engine results page (SERP) while keeping the integrity of your website and adhering to the terms of service of the search engine. These methods stay inside the rules set by Google.

“Black Hat” SEO on the other hand, includes things like paying for links or using deceitful cloaking techniques. Any tactics that are thought to be deceptive or harmful to customers would be called “black hat.” Sometimes those that win are wearing hats that are on the darker end of the grey spectrum, but, with their ‘winning’ comes the risk that Google will update it’s algorithm to detect that behavior and penalize their website or presence. Worst-case is being de-indexed meaning that you no longer exist within Google’s index.

Search Labs aims to be white hat, but also understands that this is a cmpetitive landscape, and correlation SEO aims to ‘find the thing that works – and use that thing’ so the hat is a little bit grey.

Am I the best SEO Consultant in Melbourne?

That’s why customer success is so important to me at Search Labs: I want to be open and honest, build real relationships, and make money using traffic generated by agressive internet marketing. In a nutshell, I’m not happy unless I’m making things happen and giving great customer service. That means that other businesses think I’m good to work with, and that I have good customer service. But I also rely on my clients to follow my advice. If they don’t, a good report doesn’t mean anything to Google. So… as an expert in this field, I try to be, no, I am quite agressive about it.

Starting Your SEO With Search Labs