Today, businesses in Australia are driven to establish digital storefronts by dedicating a website to showcase their products and services, customer success stories, and relevant information about the business. This is especially important for startups that are unknown in the market and need active promotional strategies to establish their presence online.
More than just creating a website, maintaining a good business profile online needs reinforcement in terms of visibility. This is when search engine optimization (SEO) enters the picture. SEO is a powerful tool that augments business efforts by boosting the ranking of any content in the search engine results pages (SERPs).
To know more about how startups can leverage SEO to survive and thrive in the competition, read our guide and learn.
Understanding the Fundamentals of SEO
SEO is not a new concept for Australian digital marketers. They know that SEO is crucial in bringing light to a specific brand, especially if it’s freshly launched in the market.
Meta Descriptions and Title Tags
Through meta descriptions and title tags, you’re helping search engines get familiar with what your business is all about and index your sites based on the keywords or phrases frequently searched by users.
Aside from that, SEO experts know that adding the keyword to the URL can boost the click-through rate (CTR) by 45%. While many already knew that strategy, only a few marketers know that adding questions in title tags can increase CTR by 14%.
● Quality Content
Moreover, SEO also entails the creation of traffic-generating content. Optimized and quality content should be able to provide essential information that users would find helpful. By producing content with SEO value, you’re also helping your pages rank higher in SERPs.
Over 6.7 billion searches are done daily, and if your content comprises beneficial information to users, ranking higher will not be hard.
● Mobile Optimization
Today, there are 4.32 billion users who browse the web through their mobile devices, and a massive 60.07% of web traffic is generated through mobile devices.
In Australia alone, 18.94 mobile users have access to the internet. This means optimizing your content for mobile display is essential to encouraging visitor engagement, thus generating traffic for your web pages.
You should direct your efforts to provide a positive user experience and satisfaction. You can do it by ensuring your pages’ content is compatible with mobile phones.
● Website Speed
In Australia, Google has a 95% share of search engine traffic, and in July 2018, loading speed was announced as a ranking metric as per Google’s Speed Update.
To make it short, speed ultimately influences conversion. If your pages load too slowly, users will abandon the website and scan alternative pages on the results page.
SEO Strategies for Startups in Australia
While SEO strategies generally apply to the digital marketing efforts of any business worldwide, here are some strategies that could benefit Australian startups the most.
1. Target Human Audience Before Search Engines
Always write for humans first before thinking about how your content would do in the ranking. You can use long-tail keywords because while the search volume is less, the competition is also not tight, making it easier for Google to understand. After all, conversions are likely to happen if the users find your content helpful to them.
2. Trustworthy Websites for Linking
With quality content on your pages, others could find your site a reliable source for inbound links. For the record, 3/4 of Australian digital marketers are using inbound marketing.
For guest postings, make sure that you’re collaborating with reputable websites. This way, you can build organic traffic while building your reputation as well.
3. Avoid Google Penalties
With the AI tools proliferating today, it’s easy to get swayed by AI-generated content because of the convenience it promises. However, it’s important to note that Google penalizes websites for publishing AI-generated content to rank higher in SERPs. Benefitting from the convenience that AI promises is not worth losing all the customer traffic you enjoy today.
4. Optimize for Voice Search
In 2020, 57% of Australians used Voice Search to browse the web, and the numbers are growing in the succeeding years. This means that Australian digital marketers should optimize sites for voice search. Moreover, many users spend most of their time on mobile phones, and Google home devices and Alexa are becoming a staple in smart homes.
5. Social SEO
In Australia, 70% of small businesses, including startups, have a social media strategy in place intended to drive traffic to their sites. For content marketing strategy, infographics are a content type Australian users found beneficial. It’s 30 times more readable than plain text, thus resulting in traffic growth of 12%.
The SEO landscape is dynamic, and to keep up with the current demands of human audiences and search engines, digital marketers should keep abreast of the latest SEO trends. While the Australian digital market is structured identically to the rest of the world, user activities in the area could be the foundation of new SEO strategies that could bridge gaps between user experience, conversion, and the brand reputation of startups.