29 July 2019

Today’s blog post explains how Search Engine Optimisation (SEO) works to address user intent through the creation of engaging content. We discuss keyword research and the role it plays in optimising your .au website for better search results.

What is SEO?

As defined by Growth Marketing expert, Greg Moskovitch, “SEO is the process of creating web pages that answer the user intent in the best way possible”.

One of the most useful ways to kick off your SEO strategy is with some keyword research, and there are 2 key concepts to get your head around - intent and length.

Intent can be grouped into 3 categories:

Transactional (e.g. making a purchase)
Navigational (e.g. finding out where to find/how to access something)
Informational (e.g. seeking details about a product). 

Let’s say you run a website that promotes Melbourne’s unique culture and use ‘best coffee Melbourne’ as a keyword (an example of an informational keyword). The top search results lead to articles or guides on where to get the best coffee in Melbourne and what makes these places so great. 

The length of a keyword is described by referring to keywords as short tail (e.g. coffee Melbourne), medium tail (e.g. best coffee Melbourne), or long tail (e.g. best organic coffee Collins Street Melbourne), depending on how often the keyword is searched for. Reddit have created this helpful infographic which addresses the level of competition when it comes to keyword length.

There are so many resources to help you identify the keywords visitors to your site are already using and strategies to assist in your SEO journey. Replicate these keywords across your site landing pages to boost your SEO and ensure that you are creating engaging content that answers your users’ intent.

Applying a strategy

If you have already started optimising your .au site’s search results through SEM, this is great but remember SEO is different to SEM, and requires its own strategy.

Improving your website’s SEO doesn’t have to take up a lot of your time. If you follow these steps to choosing the right keywords and identifying user intent to create engaging content, you will be well on your way to optimising your site’s search results.

Keep in mind, many .au registrars offer an SEO Assessment for your website which may include an audit report and consultation, such as the service offered by Netregistry

Have some feedback, an idea or question? Email us today at blog@afilias.com.au