SEO Best Practices Guide

17/01/2017 12:00:00 AM

IMA Digital Agency Sydney Macarthur

What is SEO?

The process of improving your website’s rankings in search engine results pages (SERPs), to achieve better organic search results and bring more visitors to your website.

Why SEO?

In Australia alone, Google usage exceeds 90%*. If your website is not indexed and optimised for Google, you will miss thousands of opportunities for visitors to land on your website and become customers.

When you invest a portion of your budget into developing a new website, you want people to land on our website and make use of it.

When you implement SEO techniques, you will also improve the user experience on your website.

What is involved in SEO?

There are a range of on-page and off-page strategies to consider. Here, we have summed up the most important SEO practices for you.

Authority – Search engines will use your website content, the age of your domain name and quality of links to determine the authority of your website. Sites with more authority will achieve better rankings on SERPs.

Relevance – The quality of your website’s content is much more important than the quantity. Search engines reward websites with relevant, engaging content that your target market is searching for.

Indexability – You must have a robots.txt file stored on your server. With this, you can define which pages you would like to index and which pages you don’t want to index. As a rule, you should allow all pages to be indexed, if you want them to be found on a search engine.

URL Structure – These allow search engines to understand what your page content is about. Keep them simple and avoid fancy characters.

Images – This is another piece of content that search engines can crawl. So, make sure they are not too large and name them descriptively. By populating the image data correctly, you’ll ensure that a description of your image will appear, if the image cannot be displayed correctly.

Title Tags – Your web browser tab will display title tags, so make sure they are named correctly and keep to the maximum character length.

Meta Tags – This text describes what your page is about and displays in search engine results, to give users a taste of what your page is about. Again, keep to the maximum character length and be sure to use unique descriptions for each page on your website.

Headline Tags – Make sure one descriptive word is used in each h1 tag. This gives search engines an indication of what your page content is about.

Internal Links – You can create internal links on your own website, by including links to other pages within your site.

Site Speed – The faster your website pages load, the better your visitor’s user experience will be. Anything that improves user experience, will impact positively on your SEO.

Mobile Responsive – In 2015, Google announced that mobile responsiveness will be an important factor for higher ranking websites. If you still don’t have a mobile-optimised website, make it a priority today.

Link building – Unlike years ago, websites cannot purchase artificial links to take advantage of backlinking. Websites are now penalised for this practice. Aim to build relevant and high quality links from other websites, to yours. Again, quality over quantity matters most here.

Content – From social media to emails and blogs, it all contributes back to your SEO. Invest in a content plan on and off your website to gain the biggest traction with your SEO.


Google updates its algorithms and factors contributing to SEO many times per year. It’s important to take these all into consideration, so you do not get penalised for unexpected reasons. The best SEO takes place over the long-term, with constant work, improvements and dedication. The sooner you start, the sooner you will start achieving great organic search engine results!



We would love to work with you!

Sydney Office

Level 2, Suite 222, 4 Hyde Parade
Campbelltown, NSW 2560
T 02 4627 8011

Melbourne Office

48 Prosperity Way,
Dandenong South VIC 3175

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