Specialist SEO Services


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

Why? 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 well your website is optimised can help make or break your business, especially if you rely on finding customers online.


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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:

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 well your website is optimised can help make or break your business, especially if you rely on finding customers online.

  • Easy to find online
  • Easy for users to navigate
  • Offers relevant information and actions to help site visitors solve their questions or achieve an outcome (such as buy a product).

SEO also influences what happens before and how people get to your site, what they do on your site and where they go after visiting your site.

To achieve this SEOs work 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

As such, SEO is not a once-off task, but requires constant testing, analysis and refinement.

SEO Services 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 Melbourne services.

However, 91 percent of online content gets no organic traffic from search engines such as Google and a further 5 percent 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.

However, while SEO may sound simple, there are hundreds of SEO factors which can prevent your web pages from ranking well and getting traffic to your site.

The key to success is professional management from certified SEO specialists at White Chalk Road.

SEO Service Areas Find out more about SEO from White Chalk Road including:


SEO Audit

An SEO audit is a health check of your website. It will check how easy it is for search engines and users to reach and use your site.


SEO Copywriting

If you want to succeed online, you need SEO copywriting. The fact is you won’t rank in search engines without search engine optimised content.


Local SEO

Local SEO is an affordable option for small business looking to build their profile in their immediate service area and make it easier for customers to find you.


Link Building

Natural internal and inbound link building strategies will help to improve your website rankings and create trust in your brand and website.

Successful SEO in Marketing A People First Approach

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:

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

Understanding this and incorporating it into your SEO strategy will mean greater online success for your business.


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SEO Services from White Chalk Road

If you’ve got SEO services as part of ongoing web marketing with White Chalk Road, your SEO services will be broken down into two parts, analysis and on-site optimisation, then ongoing web-marketing.

Here’s an explanation of SEO services as part of ongoing web marketing with White Chalk Road, the leading SEO Company in Perth.


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.


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.


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

Get a Free Online Marketing Consultation

How to Pick a Perth 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.

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

pick an SEO provider

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.

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 to steer 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.

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.

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 Premier Partner badge. To become a Google Premier 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 extra piece of mind that you have Google trained and qualified specialists working to grow your business.

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.

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.

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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.

White Chalk Road team members discussing SEO

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.

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.

 PageSpeed Insights analyses the content of a web page, then generates suggestions to make that page faster.

This can help you find places to list your business in directories to assist with local search rankings.

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.

Offer free and paid versions of a suite of tools for link building and analysis, keyword research, webpage performance, local listing audits and more.

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.

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.

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.



Do you outsource your SEO?

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.

How much does SEO cost?

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.

Can you guarantee top position on Google?

No. No one can guarantee a number one rank on Google (or any search engine), for any keyword – get it straight from Google.

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 a realistic 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 I change my domain will I lose all my keyword rankings?

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.

Should I include keywords in my domain?

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.

Would it help if I registered four different domains and point them to the same content?

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.

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SEO Glossary, Online Marketing Terms and Meanings

Online marketing is a quickly changing industry with an ever-expanding list of acronyms and buzz words linked to it.

To help you understand we’ve assembled this basic glossary of the most common words and acronyms used.


The word or phrase typed into a search engine to find websites relating to a certain topic.


Search Engine Results Pages – the list of websites and webpages presented to you by the search engine after you input the word or phrase you are searching for.

Organic Search

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being paid advertisements. Also referred to as ‘unpaid’ or ‘natural’ search.

Paid Search

Paid Search results are the listings that appear on search engine results pages because they have been paid for to be included (usually paid per click, hence the term PPC advertising is often used). They are usually located either at the top of the results list in the area with a lightly coloured background and Ads label or located at the right-hand side of the results page.


Search Engine Marketing – a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. This includes both Paid Search and SEO, although some confuse it for the former only.


Search Engine Optimisation – the act of optimising a website and website content for effective search via search engines like Google using many different keyword phrases consumers would use to find your company or products, so that search engines will rank your relevant pages higher up the list of organic search results.


Links to your website included on other websites. Backlinks work to some extent as a voting system ñ the more quality links you have directing to your website the more ‘credible’ you appear to search engines. The secret is in the quality aspect.

On-Page Optimisation

Optimisation of a webpage done by making changes and edits to the content and source code (title, meta description and meta keywords) of that page.

Off-Page Optimisation

Optimisation of a webpage by carrying out procedures external to the webpage but which influence the page’s rankings – such as site analysis, external link building (backlinks) etc.

Anchor Text

The clickable text on a webpage that includes a hyperlink. The words or phrase in the anchor text can determine the ranking that the linked-to page will receive by search engines. Anchor text is also known as the ‘link label’ or ‘link text’.

Source Code

The source code for a webpage is normally in HTML, but can also be written in another computer ‘language’. To find the source code of a webpage, right-click on the page and select ‘view source’ or ‘view page source’.

Meta Description Tag

A meta description tag is a piece of code included in the source code that contains a brief description of the content included on a webpage. It usually appears in the SERP as a 1-2 line description below the page link.

Meta Keywords Tag

A meta keywords tag is a piece of code included in the source code that documents which keywords may be useful to find a page, visible to engines crawlers but no longer used by Google to rank pages in search result pages.

Title Tag

A title tag is a piece of code included in the source code that tells the search engine the title of the page and tells the web browser what text should be shown at the top of the browser window. This text is considered to be very important in on-page SEO.


Content Management System. A software tool used to manage websites and their content, making it easy to add, edit and delete content or pages.


The formula or calculations used by search engines (such as Google or Bing) to decide what pages are most relevant to display when a user types in a search query or keyword, and in what order the results should be displayed. Search engines are constantly working to improve this calculation to provide the best and most relevant results. Sometimes the changes, known as algorithm updates, are small and rolled-out over time, while other times they are substantial and even given a name to denote a big shift in search results (such as Penguin and Panda).

Google Panda Update

A substantial Google algorithm update that was announced in February 2011. The update penalised ‘thin’ websites with little useful content and poor user experience, ranking them lower in SERPs than websites with useful, well-written and substantial content.

Google Penguin Update

A substantial Google algorithm update that was announced in April 2012. The update penalised websites that were breaking Google’s guidelines for Webmasters and using manipulative techniques to achieve high rankings, such as spammy or low-quality backlinks.

Google Hummingbird

Google Hummingbird was a significant change made by Google in September 2013. More than an algorithm update, Hummingbird was identified by Google as a new algorithm. Comparing the search engine to a car, Google said an algorithm update is like a new part, but Hummingbird is more like a whole new engine. It improved the way the search engine can understand text, websites and search queries. Rather than relying on keywords in search queries and how they match keywords on websites, Google can now better understand themes and questions and how they relate to broader or related themes. For example, depending on the context of a sentence, it is better able to tell the difference between a Jaguar car and a Jaguar animal. The change to hummingbird put a greater emphasis on websites having more useful content that is related to their wider industry, not just keyword or service focused.

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