WA’s longest running SEO agency

If you want your business to be found online, you need a strong digital presence and that starts with Search Engine Optimisation (SEO).

Specialist SEO services

Why do you need to invest in SEO?

Because online is where your prospective customers start their purchase journey. Online is where they start to research and educate themselves on ways to solve their problems or find options to meet their needs.

It all starts with a search engine. Your prospective customers enter search terms into a search engine looking for the best solution matching the intent of their search.

Search Engine Optimisation or SEO is a set of practices to optimise your website so search engines can understand it, as well as make your website easy for prospective customers to use so they can achieve their goal (get information, buy something, contact you).

How our SEO services work

At the basic level, SEO is about understanding how search engines operate and optimising content to perform well in search results for relevant queries.

SEO is concerned with influencing both the relevance and popularity of content. In practice, this is optimising your website so that it is:

  • Easy to find online.
  • Easy for users to navigate.
  • Offering relevant information.

Focus on three core areas of SEO

Search Engine Optimisation works to optimise factors in three core areas:

On Page SEO The content on your site, how well it solves topic queries and potential searcher intent and whether it provides a good user experience for site visitors.
Off Page SEO Inbound links to your website from other websites. Natural links from authoritative and relevant websites act as a vote of confidence, which helps search engines trust your website.
Technical SEO How well search engine spiders can crawl your site and index your content. This also focuses on the speed and code of your website.

SEO services to help influence search

One of the goals of search engine optimisation is to improve the visibility of your content in search results to attract traffic or an audience to your website no matter your location, such as our SEO Perth or SEO Melbourne services.

However, 91 per cent of online content gets no organic traffic from search engines such as Google and a further 5 per cent get less than 10 visits per month.

If most web pages (and there are billions) never rank well in Google search and never get any search traffic, how can you be a part of the minority that gets organic search traffic from search engines?

The answer is SEO. Well implemented SEO gives you a competitive advantage in attracting prospective customers and getting leads or making sales.

Successful SEO in marketing

The cornerstone of successful SEO in marketing for your business is a people-first approach. Search optimisation in marketing is about connecting people with relevant search results and connecting businesses with the right people looking for their products and services.

It’s a holistic practice that comprises many factors to achieve a clear benefit for searchers and businesses.

According to Google, there are 4 ‘moments’ every marketer should know and be able to satisfy for searchers. Understanding this and incorporating it into your SEO strategy will mean greater online success for your business.

  • I-want-to-know moments
  • I-want-to-go moments
  • I-want-to-do moments
  • I-want-to-buy moments

SEO analysis and on-site optimisation

The first stage of search engine optimisation (SEO) involves making your website’s structure and content more useful and appealing to both potential customers and search engines. We begin by identifying search phrases that your target market uses most frequently and ensure these terms feature prominently in your website’s content. Here’s the process:

Keyword Research We identify common phrases and determine the importance of each keyword. We consider how many times a term is searched on an average month, how many other websites are competing to rank for that term, how relevant it is to the products/services you provide and how far down the buying path people would be when searching the term.
Consultation There are often hundreds of keyword phrases that people will be searching to find products/services in your industry. We narrow down this list to the most important ones for you. We discuss each keyword with you and come up with a final list of target keywords.
Technical SEO Audit We check how easy it is for search engine spiders and users to navigate your website. We do this by looking at elements such as correct use of code, internal linking structure and site architecture.
Benchmark Ranking Report Once all onsite changes are completed, we will provide a benchmark report to track where you ranked at the beginning of the project. We will then report on progress monthly.
SEO Content Audit and Onsite Optimisation We review content on your important landing pages and provide a list of suggested changes. These may cover improving the quality and relevance of content, title tags, headings, meta tags, alt tags and text used in links. If needed, we will also add pages or content to target some keywords. Once you’re happy with our suggestions we will make these changes to your website.
Mapping We then identify what page on your website is most relevant to target for the chosen keywords and optimise those pages.

SEO web marketing

The second stage of SEO services is designed to improve the authority of your website, increasing your search rankings over time and helping you grow your business.

We use a range of tools including copywriting, local SEO, content distribution/repurposing and link building to help you:

  • Increase awareness of your brand
  • Reach prospects who are looking to buy from you
  • Market to your target audience
  • Generate external referrals

How to pick an SEO provider

Finding the right SEO provider can be a challenge. If you don’t know much about online marketing the chances are you won’t know a good SEO provider from a bad one, or what to expect from their services. Here’s at White Chalk Road, we provide SEO for all industries, everything from local driving schools to large well-known international brands.

If you’re planning to hire an SEO provider to benefit your business marketing, here are some fundamentals to consider.

There are no shortcuts in SEO

When it comes to SEO, there are no tricks or secret tactics that will make your site quickly rank at number one on search engine results pages.

Long-term favourable results rely on the implementation of recommended best practices to make your website search friendly and easy for visitors to use.

If you have a quality website which provides a good experience to site visitors and is technically sound you will see the benefits of higher ranking in search results and more visitors delivered to your site.

This takes time to achieve and involves first analysing and making improvements to your website before you will see any potential benefit. It can take between six and 12 months before changes start to have a positive impact.

However, once you have optimised your website and gained some traction in search, these organic (unpaid) results will continue to drive benefits for your site.

SEO industry experience matters

A key principle to understand with SEO is that there are no guarantees you will get results and the likelihood of your success is dependent on the strategy and level of SEO experience you employ.

When researching potential providers check their team pages and see what kind of experience their employees have. These employees will likely be working on your account so it’s important that you are confident in their ability to achieve results for your business.

If you are looking for an SEO provider who also offers Google Ads services, look for the Google Partner badge. To become a Google Partner an agency must demonstrate advanced Ads knowledge, meet spend requirements, deliver agency and client revenue growth and preserve a satisfied client base. The badge is an extra peace of mind that you have Google trained and qualified specialists working to grow your business.

Prices vary, professional time costs money

SEO takes time and professional time costs money. The average cost for reputable SEO in Australia (agency) is between $150 – $200 per hour (before GST).

A professional SEO provider with significant experience and history of proven results will charge you a competitive rate for their time. When hiring, the bottom line is you are paying for time spent to manage your SEO campaigns.

Keep in mind:

  • If you want relatively fast results will you need to pay for more time
  • If you want to target competitive keywords and markets you will need a bigger budget
  • If you want to beat your competitors, you will likely need to invest more than they are
  • The long-term success of your campaigns will depend on the quality of your SEO

The bottom line is you need to be realistic about your budget. You will need to spend enough money relative to your revenue to reach your goals and be competitive in your industry.

Be prepared to make changes to your website

SEO is dynamic and frequent changes to your website and tweaks to your campaigns will be needed to achieve and maintain strong results.

When your SEO provider begins optimising your website they may conduct a technical audit as well as assess the user experience of your site.

The results of this evaluation could mean you need to make major design, structural and technical changes to your site. It is important to implement as many of the recommended changes as possible to ensure your SEO strategy is built on a solid foundation.

Once initial changes are made to your website, be prepared for your SEO provider to request smaller, regular changes over time. SEO is not a set and forget tactic, it requires regular tweaking and adjustments to strategy to achieve success.

Keyword rankings are not guaranteed

Reputable SEO providers don’t promise search engine rankings because it’s impossible to determine the potential of a site to rank within a set period. Even Google advises steering clear of providers that make such claims.

Instead of focussing on keyword rankings your digital marketing goals should be to build targeted traffic to your site, increase brand awareness and see a return on investment.

Google’s advice on picking a good SEO

Google advises that if you’re thinking of hiring a professional SEO, the best time to do so is when considering a site redesign or launching a new website. However, a good SEO can also help improve existing sites.

Here’s Google’s advice on whether you need an SEO provider, how to choose a good one and what services you should expect.

Online marketing SEO tools

SEO tools are an important part of your online marketing and can save you time while providing valuable insights into your marketing efforts. White Chalk Road invest in industry leading tools to ensure your website is a step ahead of your competition.

While we consider these some of the best SEO tools to use to make your web marketing more manageable, there are many helpful tools available, both free and paid, and there is no single tool that will do everything you need.

Google Analytics This is Google’s free web analytics tool. If you have a website this will allow you to analyse details about the visitors to your site, what they do, how long they stay on your site and which pages they visit, along with other data.
Google Search Console This is a free resource from Google which shows you how it crawls and indexes websites, and then how they appear in search results. It can help you monitor, maintain, and improve your search results.
Google Trends Google Trends is a Google website that anyone can access to identify and review trending searches. You can use Google Trends data to analyse popular search queries typed in Google search across different segments, languages, and regions.
PageSpeed Insights PageSpeed Insights analyses the content of a web page, then generates suggestions to make that page faster.
Screaming Frog This is a website crawler that allows you to crawl web URLs and fetch key elements to analyse and audit for SEO. There is a free and paid version.
Answer The Public This is an insight tool which combines the suggested searches from Bing and Google and visualises them. Organised in categories such as what, where and why, these search clouds provide an overview of the questions people are typing into search engines from their various devices.

SEO frequently asked questions

Get Answers. Here are the answers to some common questions clients ask about search engine optimisation (SEO).

If you don’t see your questions here, or you want more information, contact us today to speak to one of our team.

No. While we sometimes use freelance copywriters and hire additional administrative help when we need it, the work we do is performed and managed in-house.

Our search marketing managers are Perth-based professionals who understand the local market. Our staff is highly trained and knowledgeable in all aspects of SEO and online marketing best practices.

They maintain up to date knowledge and monitor changes to search engine algorithms and optimisation best practices.

The cost and the budget you should set for SEO is dependent on your unique situation.

The costs will vary depending on whether you have a large or small website, few or many products or services and most importantly, your starting position.

For example, if you’ve already had a website for many years and rank quite high, due to the efforts that have been put in already, you’ll require less service than a company that ranks very poorly or is starting a new business.

The best way to find out the cost for your site is to get in touch with us and after a review of your website and your objectives, we can give you an indicative cost or prepare a full proposal for you.

No. No one can guarantee a number one rank on Google (or any search engine), for any keyword.

The best way to monitor your keyword positions in search and the value to your business is to get a ranking report showing your current average positions across a range of keyword phrases and expected target growth for that average over an agreed period.

Keep in mind the purpose of keyword rank. On their own, rankings are a poor metric to measure performance.

Rankings can fluctuate month to month, week to week and even day to day. The industry standard KPI is the amount of targeted traffic (visits) that a site receives from people via search engines. For an optimised website, more targeted traffic will mean more leads generated or conversions for your business.

If you do not notify the search engines that you have changed domains, yes, it is possible to lose your existing rankings.

However, there are measures you can take to notify the search engines of the change and reduce search engine ranking losses. This includes creating search engine friendly redirects from your old site, to your new site and advising the search engines via their webmaster interfaces.

You may also want to do some research on your existing backlinks and try to get them updated to point to your new site. We have helped many of our clients successfully migrate their websites.

While there is evidence that having keywords in your domain name can help with your search engine rankings for those keywords, it is only one of over 200 ranking factors. Therefore, if you already have an established, branded domain name, we advise sticking with it.

If you are starting from scratch, it may be a good idea depending on a multitude of considerations, but keep in mind that you should still try to make the domain short and easy to remember.

No. If you are thinking how to ‘game’ the system to get more keywords ranking than you deserve, then think again. Typically, only one of the domains will get credit for the content and be eligible to earn search engine rankings.

The best route to online success it to think about value to the searcher and how your product or service solves their problem, rather than trying to artificially rank for real estate instead of relevance.

Speak to an online marketing specialist

Whether it is search engine optimisation, Google Ads, social media management or any of our other services, find out how we can help.