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    SEO North Sydney Pty Ltd is an industry leadingSydney SEO and Web Design Agency offering SEO packages to small businesses andSMEs throughout the greater Sydney metropolitan area and beyond.Need SEO Sydney help getting 1st page Google results? 18 years’ experience, a personalised approach and GUARANTEED RESULTS.Getting on the first page of multiple Google searches is NOT a function of how large your companyis or how much money you spend on internet marketing.It is a function of how intelligent, comprehensive and long-term your SEO strategy is.It’s easy for a small business owner to get confused by the techno-babble andacronym fuelled world of Search Engine Optimisation.Just leave that to us’. But that’s not how we work. At SEO North Sydney we are all about transparency and accountability.Which is why we’ve come up with a range of SEO packages where the deliverablesare clearly stated and completely out in the open. And where there is notonly a package to suit every budget, but where getting you on the 1st page of Google isGUARANTEED IN WRITING. That’s right, we’re so confident in what we do that we put our guarantee of getting yourcompany on the first page of Google, right there in the contract.Plus, we don’t believe in a ‘one size fits all’ approach to SEO.Which is why we have SEO Packages to exactly match your particular company’s circumstances.SEO North Sydney Pty Ltd specialise in designing and implementing SEO (organic search), SEM (paid search) and SMO(social media) strategies for the SME (Small to Medium Enterprise) and SOHO (Single Owner Home Operator) spaces.Getting on the first page of Google is as complexand multi-faceted as it is time consuming and knowledgeintensive. A common mistake among Sydney small business owners is that they believethey can handle the search engine optimisation for their companythemselves, because they’ve ‘Been around the block a few times’ and ‘Know how the web works’.But with the algorithmic complexities inherent in search changing on an almost weekly basis, this is the worst kind of erroneous syllogism.And is tantamount to a guy who watches Wimbledon on TV telling RogerFederer that he knows a thing or two about fixing his backhand.SEO, like any other profession, requires specialisation and years of study and application.And given that the vast majority of people in the 21st century search for products and services online (rather than in traditional media), a qualified SEO SydneyConsultant is worth their weight in gold. Because the days of ‘If you buildit, they will come’, are long dead, when it comes to your website.And if a small business owner’s number 1 priority isn’t getting their company on the first page of their relevant Google searches, then there’s a very real chance that their business won’tbe there tomorrow. Post the Penguin and Panda algorithmic updates, Google are prioritising the creation of quality, original,optimised content like never before. Fortunately SEO NorthSydney is headed by Brian M Logan a seasoned SEO specialist with over fifteen years’ experience in Search, who isalso one of Australia’s leading on-line copywriting experts.All of which means that when it comes to authoring quality SEO copywriting for your company, you’re in very good hands indeed.READ SOME GREAT SEO ARTICLES – FREE! Read this articleif you want to discover how to get your content promoted FREE(by Google) to the very top of the SERPs.Google has hired an army of humans to combat low quality sites.Read this article if you want to learn how to get your website generating more income, withoutthe need to attract a single additional visitor per month.Read this article if you’re tired of having the wool pulledover your eyes about how SEO actually works in 2017 by shadySEO salesmen who just want to prey on your gullibility.Read this article if you want to learn why the way your website was built is severely holding back your Google first page results.Google Finally Reveal Their 3 Most Important SEO Ranking Factors!Read this article if you want to understand Google’s RankBrain and how Artificial Intelligence (A.I) is changing search forever.What Google Looks for When Ranking a Website – The 5 Must KnowThings to Get Your Website on the First Page.Read this article if you want the low down on what Googlevalues when it comes to your website. JustHow Valuable is the 1st Page of Google? SEO Statistics You Need to Seeto Believe. Read this article if you want to find out real world statisticsto explain the actual value of the 1st page of Google.Top 20 Ways to Get Google’s Panda to Love Your Content – The Definitive Panda Proof SEO Guide.Read this article if you want to find out why content is king,and how you can leverage your website content to get on the first pageof Google. SEO Explained. SEM Defined. Read this article if you’ve ever wanted to understand thedifference between SEO (Search Engine Optimisation),SEM (Search Engine Marketing) and SMO (Social MediaOptimisation). Because the only way to truly rank your website in Google is to implement a holistic online marketing strategy thatsuccessfully covers off SEO, SEM and SMO. If you’ve typed ‘SEO Sydney’ into Google and found us, there’s a better than even chancethat you’re looking for guaranteed 1st paqe Google results for your Sydneysmall business.If that sounds like you, then you’re in luck, because SEO North Sydney specialise in helping small businesses and SMEs all overAustralia out-muscle their larger, richer, competition,by getting their company websites on the first page of Google.So whether you’re looking for a search engine optimisation company in Sydney, Melbourne, Adelaide or Brisbane (oranywhere else for that matter), SEO North Sydney can help.With a client base that stretches across Australia andoverseas, our expertise in all facets of Internet Marketing quickly brings results in local markets, no matter where those local markets may be.Our research process in each new vertical market andgeographic area is as meticulous as it is comprehensive, and all work done targets the geographic locations and industry specifics thatare important to your company. Because when it comes to SEO there is no ‘one sizefits all’.The devil, as the saying goes, is in the details. And the details of YOUR business, and thedetails of YOUR industry, are what drives asuccessful SEO strategy. In today’s modern era of information technology, search engines such asGoogle, Bing, Yahoo and Ask have come to perfectly understandthe intent and context of each search query entered.If you type ‘SEO Sydney’ into Google, it’s pretty obvious you’re abusiness owner looking for an SEO company in Sydney.But what about if you type ‘How do I get my small businesswebsite on the first page of Google? You haven’t typed in thekeyword ‘SEO’ or the keyword ‘Sydney’, yet you’re looking for the EXACTSAME THING: a Sydney based SEO company. Same intent,different words. Well don’t be, because Google isn’t.In 2017 keyword ambiguity is no longer a problem, because Google now has the ability– thanks to an algorithm called Hummingbird – to work out the ‘intent’ driving your question. This, combined with pinging the device you made your search on, allows Google to list resultsthat answer the ‘intent’ as much as the actual ‘question’ you’ve asked.And to geo-target the results to suit the location where the searchwas made. So whether you’ve typed ‘SEO Sydney’ or ‘How do I getmy small business website on the first page of Google’, you’ll get the correct resultsto fulfill your search. Listed (in the ‘opinion’ of the Google) from the most relevant / best tothe least relevant / worst. Performing search this way sounds like common sensedoesn’t it? But search hasn’t always been conducted like this.Far from it in fact.There was a time in the mid-late 90s when search results were based almost entirely on which keywords the websitefocused on, and how many examples of those keywords were found within the website itself.64,000 question back then was how to work out the correct on-page keyword density percentage in order to rank well.Get that right and the burgeoning on-line world was your oyster.Get it wrong and your website would be all-but invisible.Of course nobody knew what the magical number of keyword iterationsin any particular industry vertical was, (although so-called ‘SEOexperts’ all claimed they did). But whatever theideal keyword density percentage was, youcould be sure that the number was different for Yahoo, Web Crawler, AltaVista, Excite, InfoSeek, etc; because they all utilised differentproprietary methodologies to determine which websites ranked and whichdidn’t.Some, like Yahoo for example, even used people to sort out the wheat from the chaff, rather than letting algorithms do the heavy lifting.Because back then you had to email your website’s url to the lads at Yahoo sothey could manually check out your site to work out whether or notyour site was worth adding to the Yahoo Directory or not! Consequently ye-olde webmasterstended to err on the side of, ‘More is better’ when deciding on the number of keywords each page needed to have.Which naturally made the user’s experience of any website they went to unpleasant in the extreme.Sydney online marketing experts combined! …didn’t tend to read like an excerpt from the Reader’s Digest‘Book of the Month’ club (to put it mildly). Not that that stopped nefarious nineties SEO companies from buildingmini-empires on such dross mind you! As crappy content was, back then, ubiquitous.It wasn’t long before the companies behind online search came tothe conclusion that they needed a better ranking signal to hang theirhat on than just keywords. The logic behind Page Rank was pretty simple (even if the math driving it wasn’t).Google wanted to direct searchers to the pages with the best and most relevant content, but was unable toread a web page like a human being in order to work it out.Consequently it couldn’t tell if the contenton a particular site was great, average, or just plain rubbish.Therefore the more links a page on a website had pointing atit, the better the content on that page must be. And by extension, the more links your entire domain had,the higher the Page Rank score for your TLD (Top LevelDomain). This score being a mark out of ten, with zero meaning little orno links were pointing at your site, and ten meaning you had gazillions of links pointing at it.While the number of links pointing at a website post Page Rank’s introduction wasimportant, it wasn’t just about who had more links(although that helped), as not all links are created equal.A big part of a site ranking in Google was influenced by who was actually linkingto you in the first place. Indeed, for most of the last two decades, dodgylink building was de rigueur. Sure, SEO experts and on-line marketing gurus spoke of the need forgreat content in order to rank your website in Google. But everybody knew thatwas just lip-service. Heck, I’ve been doing search engine optimisation in Sydney since1999 / 2000, and even back then everybody was harping on that ‘Content is King!’. But why would anyone go to the trouble to conceive, write and edit brilliantly written content for their website –an expensive and time consuming process – when none ofGoogle’s early algorithms really gave a damn?Fortunately, as the years passed, Google got smarter.And these smarts manifested themselves in the technologicalfield known as ‘machine learning’. Which is, today, driving search as we know it.But before we delve into the machine learning algorithms thatgovern search results, let’s first understand the mechanisms thatunderpin the technology. The most important element of any online marketing strategy is of course, searchengine optimisation. Search engine optimisation, or SEO as it is commonly known, refersto the marketing discipline that focuses on increasing a website’s ranking and visibility in organic (unpaid) search results.To better illustrate what SEO is all about, let’s break down exactly how search engines work.A crawler, also called a spider or automated robot (or ‘bot),reaches billions of interconnected websites on the Internet through the linkstructure of the world wide web. Without links, crawlers wouldn’tbe able to access web pages and retrieve or discover content.Every new web page discovered by the crawler is then passed on to theindexer, which deciphers the code and stores the information in massive databases, also known asindexes. Once deciphered, the indexer essentially tries to make sense of it all, analysing the pagesretrieved by the crawler and assigning or ‘weighting’ relevance values for the content and information found.The index of a search engine is intended to optimise thespeed and performance of finding information on theweb that is relevant to a user’s query. The index lets query engines(the third search engine process) recall and retrieve the most relevant website pages at a much faster speed.What really makes search engines stand out of course is not howthey work, but how they assign values or ‘weight’ to every singlepiece of content stored in their massive indexes. In the early days of SEO,search engines would simply look for pages with theright words. Today, search engines implement machine learningalgorithms that use thousands of factors to determine the relevance and popularity of a web page.These are known within the SEO industry as, ‘ranking factors’.Google, for example, has over two hundred ranking factors and over ten thousand sub-ranking factors,which are all designed to improve the userexperience and provide the most accurate and relevant search results for every query that is performed.With a better understanding of how search engines work,we can now start talking about the three layers that make up aholistic SEO strategy, and how they align with search engine processes.This will allow you to better put all the pieceof the SEO puzzle together. This refers to the technical elements that make up awebsite that allow search engines to crawl and indexits pages.Such elements include the HTML code, XML sitemaps, etc. The platform that a website is built in can also greatly influence how SEO-friendly thewebsite is. Whereas websites built on the WordPress platform tend to be much easier tocrawl and index. But again, even WordPress sites can be (and often are) built incorrectly, andcan cripple your SEO efforts because of the way the back-end codeis constructed. It’s worth noting that if a website can’t be properly crawled and indexed, it will be ranked much lower in your search engine of choice.Sydney Small Business owners are far too often ‘Penny wise and pound foolish’ when it comesto getting their website built. And as in all things, you get whatyou pay for. So it is imperative to take the time to ensure that all technical elements of your website buildare in place.Otherwise trying to rank the website will be like trying to run underwater.Sure you’re expending a lot of energy; but due to the environment around you,your forward motion will be severely limited. Once your contentis crawled, the indexer needs to understand what the content is all about.This is where basic, old-school SEO 101 comes in, by havingoptimised tagging, a robust link matrix, astructured IA, well written on-topic content, et al.Okay, so let’s imagine you’ve had your small business website built correctly.Google can crawl it, index it, and make sense of your wonderfully erudite (and relevant) content.Well, I’m glad you asked. Because while all of the above is exceptionally important,it’s only half the SEO battle (well, maybe 70 of the battle if you want to getpedantic!).Because to be seen as trustworthy by the search engines, you need other websites to tacitly endorse your content.This endorsement comes in the form of backlinks from other websites to your home page and to the various internal pages within your site.The more (relevant and trustworthy) the link point at your website, the better the search engines will think your content(on the page the link is pointing to), is. 1.ON PAGE SEO (what you do on your website to make the search engines trust your content).2. OFF PAGE SEO (what we do away from your website to make the search engines trustyour content). As its name suggests, on-page SEO refers to optimisation techniquesthat can be applied directly to your website, and of which you have total control.In addition to ensuring that all of your technical elementsare correctly in place, there are a few other aspects that can help improve your on-page SEO.These include optimised meta tags and title tags,clean URL structures, correctly formatted content, internal and external linking, your website’sInformation Architecture, and more. Off-page SEO refersto the tactics you employ away from your website, to boostyour website’s trustworthiness (sometimesreferred to as you site’s ‘Domain Authority’) in theeyes of the search engines. Achieving an elusive combination ofboth on-page and off-page SEO will have the positive impact on your site’s ranking, visibility, andconversion rate.There are many search engines, and they allhave thousands of algorithms underpinning how they work.But what exactly are algorithms? And which ones should you, as a small businessowner, care about? Firstly, let’s just cut to the chase and say that the onlysearch engine anyone (in the western world) needs to focus on, from a marketing perspective, is Google.That isn’t an anti-Microsoft bias, or a pro Google bias on my part.Eight out of every ten people in the western world use Google to search for their information online.You know it, I know it, and your customers know it. If you’researching online in China, Google is a bit-layer and you’d likely beheading over to Baidu, Qihoo360 or Sogou. If you’re searching online in Russia, then Yandex,Vkontakte or Odnoklassniki are likely to be your go-to search engines of choice.But for most English speaking countries (and certainly forall your potential customers in Australia), Google is far and away the only search engine that peopleuse to find what your small business does, where you do it.What’s in a Name? Google rarely, if ever, does anything that helps small businessesin Sydney (or anywhere else for that matter) work out what algorithmsthey need to care about, and what they can safely ignore. Elsewhere in the SEONorth Sydney website there are more detailed articles on what these algorithmsdo (click on the above bullet points to be taken tothe in-depth articles on the topics). An algorithm designed by (and namedafter) machine learning Google engineer, Navneet Panda, that can, forall intents and purposes, read a page of content on the web like a human being.Panda can tell great content from good, good content from bad.Originally released in February 2011, Panda knows ifyour writing is university level, high school level, middle school level, or Donald Trump level.Panda was designed to combat the plethora of low qualitywebsites that were ranking in Google purely based on having lots of linkspointing at them, rather than having brilliantlywritten original content that answered the users question. Awebsite with a low Panda score will get penalised in the SERPS (Search Engine Ranking Positions).Panda takes into account the design of your website,it’s UX (or User Experience), et al. But it is 90 concerned with the words on the page (screen).Panda wants to know what written content is on your website,how well is it written, how well is it SEO’d, and how much knowledge is expressed both verticallyand horizontally on the topics being discussed. While ‘Content is King’ is a truism in Google search that I’m sure you, as a small business owner, know already.It is imperative you realise that in the post-Panda world,not all content is created equal. An algorithm unfortunately not created by a guy called Mumble Penguin. It washowever created by a team of faceless Google engineers to combat dodgy link-building practices, over-optimisation, keyword stuffing and various other nefariousactivities websites used to use to get rankings that contravened Google’s Best Practice Webmaster Guidelines.Having gone several iterations since it was originallylaunched, Penguin was officially absorbed into Google’sreal-time core search algorithm in October 2016.Remember how spammy backlinks were a common practice in the early days of Google?Well that doesn’t work anymore. No longer is it about having more linksthan the next guy. Because too many of the wrong types of links (now known as ‘toxic links’) can actually get your website penalised by Penguin.Penguin penalties come in two forms: algorithmic and manual.The former can seriously damage your rankings on specific keywords, and on specific pages on your website, and are an absolute nightmare to fix.The latter however is devastating. So the next time you thinkabout hiring some cheap Sydney SEO company, or else think outsourcing yourSEO to India (don’t do it!) is the way forward.

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