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.
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.
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.
SEO
How we helped Dan Kitchens adapt to the ever-changing algorithms and almost double their traffic in just 1 year
Content Writing
How we increased conversions while decreasing CPA for Ezy Access Storage
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SEO
The content that Kyle and his team have produced for us has been instrumental in increasing the traffic to our website and generating awareness for our tours. They have produced over 50 blog articles, several e-books, online quizzes, infographics and SEO content for our website. Kyle is a very talented writer, in fact he is probably the best I have had the pleasure to work with. He really has a gift with words and could easily write a blog article on a specific topic, even with a very minimal brief.
The Search Factory team have proven expertise in PPC and SEO management. Having worked with them for a couple of years we highly recommend their services. The team are always positive and professional - and importantly, get results online! They continue to impress us.
Kyle and his team did an amazing job of producing a huge amount of destination guide content for the brand new Escape Travel website. They met the brief perfectly, and provided great insight and engaging content for our readers on each page. Kyle was a breeze to work with too, extremely responsive and turned the work around in a very reasonable time frame. It's been a pleasure working with him and the team.
My experience with the paid media team at Search Factory has been exemplary. In particular dealing with Cynthia Albrecht has been 1st class. Cynthia and team really understand the products inside and out, and know how to manage good relationships between Google, Bing and clients like myself. The team have excelled at keeping us updated, informed and educated which has only helped further cement the need for Search Factory in our strategies.
Since Insignia started partnering with Search Factory, we have seen extremely positive growth in both our SEO and PPC traffic and conversions. Not only have they helped us achieve better search results, but we consistently receive prompt and helpful assistance from all team members for our ad hoc requests as well. They are a collaborative and trustworthy partner who has really gotten to know our business and do their jobs very well.
The best decision we made was to work with Search Factory to improve our SEM and the results speak for themselves. We were sceptical of employing an agency rather than handling our SEM in-house, but our ROI has proved that we made the right decision. They are experts in what they do, no B*S*! We can now devote our marketing resources to driving the business forward, which is critical for a small business like ours.
Mel is an absolute superstar! She has done an amazing job of setting up all the campaigns so far and working with our marketing leads - they have each separately sung her praises. It’s early days, but in a short space of time she has added real value to what we are doing in this space and we are seeing some good results.
My experience with Search Factory has been fabulous. Dani has always been very proactive and efficient in responding to all requests. Plus our results have exceeded anything that we have run before for our Google AdWords, Display and remarketing campaigns. We would happily recommend them to anyone looking for a Search team.
I just wanted to take this opportunity to say a massive thank you for all of your hard work on the Finish account in the year and a bit that we have worked together. I have really appreciated all of those times you and your team have gone above and beyond to turn things around for us with very short notice. You have been a pleasure to work with and, at more times than not, a life saver!
I’ve had the pleasure of working with the Search Factory | iProspect Content team for well over 2 years across RYOBI, AEG and VAX brands. During this time, I have been continually impressed with their ability to quickly understand the brands’ product/service offering and how to capture the tone of the brand and customer through the copy they produce.
Kyle and his team continue to deliver engaging, relevant content that has helped define and strengthen our digital voice. Their proactive and professional approach to content strategy and delivery has been central to improving conversions and growing our brand online.
Search Factory has helped us navigate Google’s constantly changing algorithm updates with great success.
Come say hello to our local digital marketing 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.
We partnerships with Facebook and Google, access to the best & latest performance technology and information, and plenty of other globally recognised advantages.
Our clients don’t stay with us because they have to. They stay because we deliver excellent ROI, month after month.
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!).
No guesswork, no flying blind, no need to cross our fingers. Our methods are backed by data, which helps us predict your results.
We’ll clearly show you exactly how your digital activity is progressing with our regular and clear methods of reporting.
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.
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:
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.
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.
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.
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:
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.
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:
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 |
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 |
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:
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 |
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.
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.
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.
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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