Brisbane SEO Company - Search Factory

At Search Factory we’re more than your average SEO agency. We specialise in delivering proven SEO strategies tailored to your business goals.

Our local team have global recognition across SEO, paid media, data and analytics, content and design. No matter what stage of maturity your business is at, we can tailor the most relevant digital products and ensure they complement each other.

We’ve worked with some of Australia’s biggest brands – helping them not only grow digitally, but mature as a business. And with the backing of the global Dentsu Aegis Network, we’re ready to help your business grow.

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Who we work with


We combine specialist services with a range of marketing strategies for maximum ROI. Our Digital Marketing Professionals have the strategic mindset to recognise what your brand’s digital puzzle should look like, but we also have the practical knowhow to put all the pieces together.

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Looking for a SEO Strategy complemented by audience-targeted content? Or a Google AdWords campaign that runs concurrently with a brilliantly designed social media ad? No matter what combination of marketing activities your brand needs to succeed, our digital and SEO management has you covered. Even better, our consultants use the latest Digital Marketing tools and are on top of all the current search updates.

Real Clients, Real SEO Success Stories

Have a project or idea to discuss?

Come say hello to our local digital marketing experts.

Why you’ll love working with our Brisbane SEO company

Local in-house experts

We action essential SEO tactics to achieve quick wins, but we also develop long-term campaigns to create ongoing results. This ‘go the distance’ philosophy is why we form lasting and meaningful relationships with our clients.

We’re not just your SEO agency; we’re your business partner.

Strong Partnership

We partnerships with Facebook and Google, access to the best & latest performance technology and information, and plenty of other globally recognised advantages.

No lock-in contracts

Our clients don’t stay with us because they have to. They stay because we deliver excellent ROI, month after month.

Strict KPI targets

Your success is our goal. With measurable milestones and key targets to hit, we can tell you how well your project is going at any time (spoiler alert: it’s going great!).

Driven by data

No guesswork, no flying blind, no need to cross our fingers. Our methods are backed by data, which helps us predict your results.

Data and reporting

We’ll clearly show you exactly how your digital activity is progressing with our regular and clear methods of reporting.

Tailored projects

We won’t try to squeeze your business into a cookie-cutter template. Your digital marketing strategy will be custom-made to fit your objectives and budget.


Our aim is to be your overall growth partner, not just another digital marketing agency. Using programs like Asana, Instagantt and Client Heartbeat allows us to streamline communication, remain transparent, and implement your feedback anytime.

Key Search Engine Optimisation Concepts & FAQS

Ensuring your website is technically sound gives us a solid foundation for SEO success. Because you could have thousands of backlinks and award-winning content – but it doesn’t mean anything if Google can’t crawl and index your site.

We use a comprehensive 70-point checklist to foolproof your technical optimisation, covering far more factors than any other SEO Brisbane agency. This extensive audit would typically be our primary focus during your first month with us.

Keywords: yes, they still matter. But not exactly in the same way as they used to. We craft keywords intelligently into your content. How? By looking beyond the keyword and seeing the broader picture. This ‘topic modelling’ approach ensures that we capture a wide range of search queries and intents. After all, a single page can rank for hundreds of terms now, since Google’s algorithms are advanced enough to understand language semantics.

Instead of trying to rank for any and every keyword that relates to your business, we develop an intent matrix. This means we look at the keyword possibilities and value their intent before we choose to target them.

The first step is enticing the click in the first place. We strive to boost your click-through rate by optimising your meta titles and meta descriptions, as well as strategically including structured data (e.g. a 5-star average rating that appears in your SERP listing).

From there, we need to make sure readers will be satisfied with your page after they click. We do this by ensuring the content we write accurately and comprehensively answers their questions and satisfies their intent. We also help clients identify and fix any factors that could be causing users to bounce (e.g. poor site speed, unnavigable site design, or spammy pop-ups).

Our approach to content involves looking at the full funnel. This way, our content can cover every stage of the purchase journey, enabling us to capture readers at the moments that matter most.
We achieve this by working closely with our in-house content writing team. Read More

Just like keywords, links are still important (they remain one of the top 3 ranking factors), but the tactics around them have also changed significantly over time. Our link-building strategies focus on quality over quantity – we’d much prefer 1 backlink from a reputable publisher with high domain authority rather than 10 links from low-value blogs.

How do we get high-quality links? With high-quality content, of course. We create hero pieces (such as infographics and buying guides) that influencers actually want to share with their audiences, building up a natural and strong backlink portfolio for your site. We also invest research time into identifying the right influencers in advance and understand the types of content they like to share.

While this is the most common, it’s important to understand that there are several other link-building avenues available (e.g. links via sponsorships). We consider and explore each one to determine the best strategy for your website.

We measure and optimise user experience with heat mapping and A/B split testing. It’s important to consider how your user experience affects your website visitors, because this can have a real impact on your rankings over time. For example, if people frequently lose patience with your site quickly, you’ll drop. However, if people frequently lose themselves reading your wonderful content, you’ll rise.

We have a team of in-house designers/developers who can make cosmetic changes to your site for the purpose of improving UX.

Constantly, that’s how. The organic search landscape changes every day, so our experts are always researching, blogging, and obsessively updating themselves with the latest and future trends of SEO. You can chat to a member of our Brisbane-based team to find out more about the future of SEO or head to our blog where we deliver useful tips and tackle recent myths and trends.

Transparently and comprehensively. We don’t sweep any unflattering stats under the rug – we’d rather shine a spotlight on them so we can work out how to adapt and improve.

Similarly, when results are good (spoiler alert: they usually are!), we don’t just give you a green ‘up’ arrow and expect you to be impressed. We’ll explain in detail what’s working, why it’s working, and how we’ll make sure it keeps working in the future.

How long is a piece of string? There a countless factors that will affect the ‘right’ or ‘best’ amount you should invest in SEO. This is why it’s essential to speak with an expert. By understanding your business and circumstances, we can help you determine an investment figure that will deliver optimal ROI.

Not yet. Not by a long shot. Searches are still on the rise and organic click-through rates still completely overshadow paid clicks. As long as search engines continue to dominate the market as a resource for finding information about products and services, SEO will remain one of the strongest marketing channels available.

To give you some insight into how valuable SEO still is, consider how much it costs to reach your audience through search.

The average cost to reach 2,000 people is:

  • $900 for direct mail
  • $500 for magazine advertising
  • $150 for broadcast ads
  • Just $50 for online search.

Onsite SEO deals with anything that’s part of your website, such as site speed, technical SEO, onsite content, and so on. Offsite SEO refers to tactics that focus on factors external to your site, such as link-building, Google My Business listings, social media posting, and unlinked brand mentions.

Link building via link purchasing went out of fashion quite a while ago. Our link-building tactics focus on earning links – typically by developing standout, shareable content and building strong relationships with influencers. This is considered a white hat link building tactic that Google is OK with. Anything that attempts to manipulate the algorithm (black hat link building) would be frowned upon and not carry much link equity, or more importantly value to your business.

Absolutely – even though Google have made it more difficult to do so. Their algorithm updates used to be major. Panda and Penguin shook the organic search world to its core. These days, the algorithms are advanced enough to update continuously and subtly. For example, with RankBrain, we saw the evolution of algorithms updating themselves using machine learning, much faster than they ever could have been updated by people. Oh, and Google is more secretive about their plans than they used to be, which doesn’t help.

However, we do have our ways. By monitoring industry forums and news, we still manage to keep stride with any significant changes that get rolled out. Our genuine passion and extensive experience in the industry certainly help a bit too.

How SEO Works

Understanding what is SEO and how it works can open up a huge highway for organic traffic.

But first of all, what does SEO stand for?

SEO stands for search engine optimisation, where a webpage is consciously optimised to rank higher on a search engine results page (SERP). The SEO definition focuses heavily on the word optimisation.

Optimisation: Attaining the best result possible with the most efficient and effective performance.

But what does SEO stand for in marketing?

It means understanding what search engines like and showing them content that satisfies their tastes and requirements. These are the requirements you’ll need to uncover before putting together your SEO strategy.

Your Orchestra (Website)

Imagine your website is a full-piece orchestra and Google is a music critic. There are strings, woodwinds, brass, percussion and keyboards you’re conducting. Each section harmonises to create their own sound, while also synchronising with other sections to build and perform the composition – your webpage.

From any search query typed into the Google search bar, Google bots will listen to every webpage composition and rank who performed it better.

You can have one part of a webpage working well (quality content), but if users aren’t having a positive experience interacting with it (poor user experience), then the sound is terrible – and Google won’t highly grade its performance.

What is an SEO strategy?

The ultimate goal of an SEO strategy is to boost the overall SEO authority and page rankings. The better optimised your website is, the higher and more frequently it will rank on a SERP, likely increasing the amount of traffic generated from initial searches. This is achieved with both content and technical SEO actions.

So, what makes an incredible sounding composition? What ranks? Well, there are 3 main factors:

  1. Quality content
  2. Trust and authority
  3. Technical strength.

Great search engine optimisation also requires a conductor who continues to learn and develop their skills. And who also keeps a close ear to changes in technology and the industry.

Whether you manage your own SEO or utilise the services of a digital marketing agency, it’s an ongoing performance – and the critics’ tastes are always changing.

1. Quality Content

The words, titles and links published on a website matter. They form the content that search engines read, index and rank. The content you create forms a huge part of your SEO, meaning you have to pay close attention to what you say and how you say it.

To build quality content, you can conduct keyword research to gather an understanding on what your target audience is searching – and place these words into your content.

Search engines use keywords to determine if you have the specific information a searcher is after. Therefore, you must ensure your website contains the information necessary for search engines to identify and retrieve in their organic listings.

They’ll identify:

  • Which keywords you use
  • Where they’re displayed (page titles, meta descriptions, headings, body)
  • How they show up (exact matches, if they complement each other)
  • Whether similar keywords (latent semantic keywords) are used.

The balance in your content will be between writing copy that’s more engaging than what competitor websites publish and effective keyword targeting. This comes down the layout and structure of the copy, how well it’s written and the quality, quantity, and placement of your keywords.

Keywords placed in H1, H2 and H3 headings have a stronger effect on ranking than keywords placed in the body. However, a combination of both is advised.

What Increases Quality What Decreases Quality
Original content

Clever keyword use in headings and body

Valuable information

Unique information

Unoriginal content

Duplicate content

Keyword stuffing

Thin content (content with little value)

A difficult-to-read copy layout

2. Trust and Authority

In order to have search engine bots see your webpage as containing relevant and credible information, you need a trusted online presence and authority on the topic your keywords indicate is your industry. That’s because a search engine will want to show information from a highly trusted source, compared to a page that has bad reviews, low traffic and short time on site. This is where link building comes into play.

But what is SEO link building and how can you do it?

Also known as offsite SEO, link building is the act of getting other websites to link to yours. This can be done by partnering with brands who complement your business and developing links to each other. You can also contact websites that already talk about your brand and request that they backlink any mention of your business.

But the biggest tactic to create quality content is to ask other publishers to share it (or to be the primary publisher and to name it as a guest post by your website). Just keep in mind that quality is more important than quantity with backlinks.

With the ever-present intent of negatively scoring spam websites, search engine algorithms will identify the quality of your backlinks and rank you accordingly – so be careful who’s talking about you.

How users interact with your website also has an impact your search engine ranking. This online authority is user-generated from comments and reviews on your websites, and shares and mentions on social platforms – fundamentally, it’s your popularity and image.


What Increases Trust and Authority What Decreases Trust and Authority
Links from reputable websites

5-star reviews

Positive testimonials

Numerous post comments and shares

Disreputable (spammy) links

Low-star reviews

Terrible testimonials

Low post engagement


3. Technical Strength

Good content is one thing, but it needs to discoverable. That’s the goal of technical SEO.

Having the intricate details of technical SEO explained would take a long time to get through. But, to put it simply, the technical strength of your website refers to your website’s online structural integrity and its level of navigability.

The overall idea is to create an easy-to-navigate online landscape for both users and bots. This involves logically flowing internal links, sitemaps and labels on pages for bots, giving specific information about the page.

There are a many things you’ll come across when addressing your technical SEO. Some of these include:

  • Internal linking
  • XML Sitemaps
  • Canonical Tags.

If your website is a house with rooms full of content, you’ll need doors, right? Internal links work as doorways between your pages that both users and search engine bots use to traverse your website. Internal linking is one of the principles of SEO, making your pages reachable.

A page with no internal links will be undiscoverable by users and search engines. These are called ‘orphan pages’.

An XML Sitemap provides search engine bots a roadmap to navigate through the essential pages of a website. This enables the search engine to easily find and retrieve information on the pages you believe to be most important.

A little more technical is a Robots.txt. Webmasters create and use this text file to instruct visiting bots on how to crawl pages on the website. It can quickly let bots know which pages should be crawled, and which should not. This is done with an “allowing” or “disallowing” command.

It’s quite likely there’s duplicate content on your website. Not that you have a dozen homepages, but you may have numerous URLs for your homepage. This ‘duplicate content’ can have a negative on SEO, meaning a search engine may display the less-preferred URL is a result. Canonical tags solve this problem by communicating to search engines that one page is the primary version.

What Increases Technical Strength What Decreases Technical Strength
Seamless internal linking

A detailed XML Sitemap

Tagging your duplicate pages

Few or no internal links

Not using an XML sitemap

Leaving duplicate pages untagged


How Search Engines Operate

A search engine is a software platform designed to retrieve all information available on the World Wide Web – which is over 1.5 billion websites’ worth. They are the single largest source of web traffic, with Google, Bing and Yahoo headlining the pack.

Spider Bots

Move over Spiderman.

Search engines operate by running their own crawling program. This program sends out spiders (or bots) with the task of visiting every website and sending back information about them to a database (known as the search index). In order to navigate through the whole web, spiders will follow every single hyper link they come across.

Search Query

Now that the search engine has an extensive search index, when a user types in a search query, the engine has a pool of data to work with. If a user types the phrase search engine optimisation into the search bar, the search engine will explore its index for webpages containing those keywords.

But, as you can see above, there are likely to be millions of websites containing those keywords. But search engines want to show a user a page with the most relevant content, so here comes the step that the principles of SEO are based on: ranking.

Ranking Results

Now that Google has 264,000,000 results to work with, it gets stuck into working out each one’s relevancy. It does this by running its world-famous, complex algorithm. SEO strategies are built on identifying key parts of this algorithm and feeding it the requirements it’s looking for to rank the best.

But most of all, it will test the quality of the content, the website’s level of trust and will certainly appreciate a technically superior website. The results of this will form the organic part of a SERP.

With so many search engines used every day, you may be wondering: how does Google SEO work, compared to Bing, Yahoo? Well, search engines are based on similar principals, however, they each own and run individual software. They scour the World Wide Web with their own spiders, and they each use their own ranking algorithm.

With different algorithms, Google, Yahoo and Bing will put value in different areas of your webpage and will produce slightly dissimilar results.

So, what does SEO mean in regards to online marketing? Well, you want traffic and search engines want to provide users with the most relevant content possible. SEO identifies and provides that relevant content, while increasing your website’s level of trust.

Knowing what is SEO and how it works is vital to your online performance.

If you want to find out what the best SEO strategy is for your business, get in touch with our digital marketing experts today.

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How We Achieve Our Brisbane SEO Results
Short-term gains, long-term vision
We action essential SEO tactics to achieve quick wins, but we also develop long-term campaigns to create ongoing results. This ‘go the distance’ philosophy is why we form lasting and meaningful relationships with our clients. We’re not just your SEO agency; we’re your business partner.
Reverse-engineering competitors’ strategies
Understanding why your competitors are ranking is sometimes the key to achieving your own success. Our SEO Brisbane team can identify areas your competitors have missed, while finding ways to outmanoeuvre them on your most important keywords.
Enterprise-level technology
Powered by iProspect, we have access to some of the greatest SEO tools available today. Our team have the enterprise package for Ahrefs, SEMrush, Screaming Frog and DeepCrawl, allowing us to access premium features and deliver deeper insights than any other SEO agency in Brisbane.
Patented rank-tracking technology
With Google changing their algorithms 500-600 times a year, we need to be even nimbler than the tools above. This is why we developed our own RankHub software, which gives us (and our clients) real-time ranking updates on any search engine, at any location, on any device.
We don’t sell traditional 'SEO packages’
Our pricing is just like our services: tailored to your business. Our packages are set to deliver on your objectives, not keywords. With that said, we give you full access to track keywords across multiple regions and devices, and you can see reports on your performance 24/7.
Cost-effective marketing
Our prices reflect the ROI we deliver, and organic leads tend to close 8.5 times more often than outbound leads. So you know you’re making a strong investment for your business.
Increased credibility
When you frequently rank for relevant terms, your brand can become your audience’s go-to source for seeking information and making purchases. People respect websites that rank organically, which is why around ¾ of searchers ignore paid search results (and why ranking is so vital for your business). By coupling these ranking improvements with content marketing techniques, we can position your brand as an authoritative and reliable resource. This attracts organic links, traffic and trust – which are in turn valuable for your SEO.
Valuable SEO insights
Our ‘no stone unturned’ approach to SEO means we regularly discover facts about your business, competitors and customers that can benefit your business beyond the search results.

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