The first thing to think about – is how are you going to burn through all the data out there, and pull something useful from 1.5 hours – we are limited in the time we have every week.

This 1.5 hours is as much as we are willing to spend churning through analytics. Until we decide that this is the way of the samurai – we won’t learn what we need to learn – but in saying just that – once your eyes are opened to what is available – you will fall in love with GA (google analytics) and what it can bring to the farm.

learn more.

Step 1 – First things first, or our recommendation is – set up analytics (if you use WordPress then install the Monster Insights Analytics tool) once this is done it will walk you through setting up your analytics account – it may pay to login and verify ownership of the site. Once this is done – go to step 2.


Step 2 – Open up analytics (google search for Google Analytics) – login and run your eye down the left hand side menu – select and open up the “v’ menu, once in there unfold all traffic and then click on ‘Channels’

click here.

Step 3 – along the top of the output (explorer) is a timeline graph, I select my primary metric as Pages/Session – it is the prettier of the bunch – just below the graphical table is an option to choose your PRIMARY DIMENSION – and I always choose Acquisition > Landing page. This lets you see how many people drop onto your site via a specific page.


Step 4 – Share this data to your dev team – we work with a group of SEO’s in Melbourne (probably the best SEO’s in the world – we think so anyway) – and they pull the data into a Google sheet, that is then referenced in a Data Studio setup that is amazing. But what this really does, is allow the client access to data without needing to log in and see all the crazy screens and performance metrics that isn’t something they necessarily want.

Google Search Console – the Console of Kings.


When we first get into analytics, and search console, it can all be a little overwhelming- this is normal, as we discussed in the points above, your clients can either log in and get used to using these tools or they can hire a firm like Search Labs to build a data studio dashboard for them.


Search Console is amazing in that it allows the end user (the client) to see where their clients are coming from, which pages they are landing on, but also allows them to see which keywords were in the queries that sent the person to their site. This means that those pages can be optimized for high volume search queries. People don’t see how valuable this is until they really get into it. Optimal performance is key and seeing where your guests came from, and how they got here allows you to maximize your space on the web.

Melbourne has a thriving SEO community.

Another thing to keep an eye on is the manual actions menu item – if you ever see your search results dropping then it may be time to check it out – it indicates any spam links that might need to be disavowed. If however this all seems clear then search console is great for learning which keywords to optimise on a given page.


We currently make use of it every day – it is a game changer.


I know this wa a time based thing, but trust me – once you get into the analytics side the entire game changes- it is no longer about what you can do, its about what you are doing, and who is responding – we love playing this game – it is now eating our time but we are loving it.

Now if you are planning on making use of the Google keyword planner, then you can start gathering info for your content creation.


What we would recommend doing is taking a look at Google Trends – once you have picked a trend to write about then log into Google Keyword Planner – which is a ‘planning tool’ in your AdWords account – these 2 will allow you to select decent keywords to use for content creation.

click for more info.

I might add a few more lines to this mix later but for now I think that this just about does it – have a good one.


top 10 SEO things a Melbourne Agency should do

Melbourne SEO for the WIN! – 10 Tips for ranking higher!!

(What is my fixation with Melbourne – I went there on holiday, and I want to move there – it is great!)

Hey hey hey all, Shantel is back at the mantel.

A pretty Shantel, not me.

A Shantel – not me


So today is your lucky day, we’re going to look at the top 10 things that any SEO agency in Melbourne should do first. (especially if they are working with a start-up)

When you pick your SEO ask them whether or not they’re going to do these 10 things because these things indicate that a SEO company works smarter and not harder.

And that my friends is what you want from an SEO.

today we will be reviewing it an article written by – The title of the article is top 10 tips to keep you on top during 2018

Before we do a deep dive into this.

Before we dive into this let’s take a quick look and see what we can learn from these 10 tips.


Tip Number 1 –  Tip number one is do not focus entirely on link building that is more important to build an audience that finds what you say important enough to light to this really means that your content should provide the answer to question that they are asking Google.


Tip Number 2 – Tip number two is to make a website audit report and do this first thing at some point we will teach you how to incorporate Google analytics and Google and Google search console –  this will allow you to build out content and also see where this content is ranking which will help you to create more content which is related to tip number one.

Tip Number 3 – Tip number three is to make use of social media because social media marketing is awesome these days you can Target your specific audience to your website.


Tip Number 4 – We should all be doing this one all the time and that is expand your brand awareness the more people that speak about you the better it is for you in the long run. Learn More about Brand Awareness here!


Tip Number 5 – How often do you speak to a client and realize that they have no idea what their message is or which keywords are used to find their product or service? Tip number 5 to pay attention to the keyword search volume and to build content around that search  volume.

Tip Number 6 – Diversify the way in which you analyze your document – find new opportunities. Sometimes we stick to just one form of PKI or metric to analyze, we lose other forms of traffic, things that could Point people towards our site. It may be that the keywords we thought people were looking for or not the keywords people are looking for when they seek our product or service.


Tip Number 7 –  I love this one because so few people use it. We love using it and that is making you so Google Trends to find out what people are interested in right now.


Tip Number 9 – Content length has become a very very important ranking factor in the past you could write a small key word dense piece of information and people would link to it for other sites with link to a purely based on the comment he were volume but we have found that the longer your content is and the more answers that provides questions that people may I ask the more people are willing to link to your content so this one leaves into our final tip and the final tip really covers up every one of these other tips because if you do the final tip correctly you would be taking off all of the tips 1 through 9.


Tip Number 10 – Do the damn keyword research – keyword research is incredibly important and it’s one of those things that a lot of SEO and website owners just glaze over they don’t think that the keywords are important but  but the content on your site should be driven by keyword research you’ve already completed.


Now that we have that brief introduction out of the way let’s Dive Right In!


The Audience Is Most Important.

probably the most important thing you can do is to find the correct keyword that is appealing to your audience people forget this – people don’t realize that once you have selected your audience then the point of your site comes into fruition. A site without a purpose doesn’t need to be ranked by Google. But if you can create an audience and then find out what that audience wants – then you can create a website that caters to their needs.  Which means that you have researched a niche audience, found their problem and then you created the solution.


Now your traffic is no longer a bunch of unfocused individuals just looking around online – now your audience is people finding the solution to their problem awesome!


Audit Your Site

Once you have your website setup and I are recommended CNS is always going to be WordPress you can download a couple of plugins that allow you to insert a Google tag manager tag into your website and after that you can add analytics code to your tag and then you can link your search console to your analytics this will help you to find out if you’ve got any duplicate content Pages or if there’s any other problems that you still need to solve –  think of a decent site audit as the first thing you should do after you’ve selected your audience because once you’ve got the technical side of your site under control than any other additional SEO ranking efforts will be Amplified and not penalized this also shows Google that you care about your site and that it is important to you to run a technically diligent website it also shows respect for their crawler.


Socialise Your Content

Once you have a substantial amount of contents available – or even before then once you have a lot of content available at all, you should really try and share that contents across social media platforms As often as possible. Your Google analytics profile will show you where clicks are coming from –  this in turn will allow you to see which demographics are cooking on your links if you are also wanting to go down the paid marketing road you can select your content to be shown to specific demographics only this will help you to focus on building content on your website that caters to that demographics specific needs.

Brand Up!

The whole point of this digital marketing exercises to expand your brand awareness this sometimes means that you may have to also advertising print medium or with Flyers you don’t want to have just one leg of a stool supporting the stool multiple Avenues in will help now social media is really good for this as you can just share your content with other people in your demographic or in the Target demographic.  At the end of the day you want to be seen as an expert in your field so getting experts to review your content and leave comments will assist in that.


Keyword Research

Depending on your budget there are a couple of applications that can assist you here we are massive fan of seoquake which is a plug-in for both Chrome and Firefox what this does is it shows you the keyword search volume per month in the given flavor of Google that you were using IE Google. UK Google. Co. JP. Etc. Once you know which keywords like your clients to your website you can further optimize your website for those keywords this means that you should appear higher up in the rankings because the content on your page has been optimized to be more relevant to the search query containing those keywords.


Analyze Differently

What is meant by analyze differently is that you should see if customers search for different things. Every time you do an analysis you should be looking for ‘what type of keyword’ to Target to get a particular type of audience. What you should do on occasion is to look and see if there are any additional forms of traffic that you were unaware of. Are there any new keywords and have popped up since the last scan? One of the ways to do this is to log into your Google search console and see what the output is for search queries (See the video below for more info).

So trendy it hurts.


If you go to the link above and have a look to see what is trending in the searches right now this website will show you what people are searching for – and in a ‘trended’ way so you can see for instance right now the Super Bowl is very important if you can write content that is about the Superbowl and you will get more click throughs on your website – In melbourne the international food festival seems to be important – and the nation is getting ready for the Grand Prix – these are topics we would be writing about.


Longer is Stronger

This is one of those interesting points where we’ve based it on the top 10 results in any given query. The higher the result is in the SERP – more often than not the longer the content on that pages meaning that more content is associated with higher ranking, we would like to think that the relevance of that content is high (and therefore Google is presenting that contents because it prevents the answer to the question you are asking).


Research the Flippin Keywords

I find it hilarious that people shy away from keyword research – keywords or where the money’s at. This is exactly what your website is about –  you were building your site around key words because key words support the question and the answer. You should be asking and telling the internet what you do. if you don’t know what your client wants then you won’t be able to determine which keywords to optimize for – we can’t afford just optimizing for every single key word as there are billions or websites. So focus down – find the key word that is most relevant to the thing that you were selling or doing. That is the question that people are asking the internet and you should be the answer.


Come back soon for another breakdown of reality,



Influential SEO in the Start-up Space

Today we’re going to talk about the influence of SEO in the marketing, design, and innovation space.

Where does SEO come into this landscape?

It all starts with your requirement for the trust of your client – how is this trust built and whom determines where to rank you in order of the trustworthiness you display.

Know the site by the company it keeps.

In the SCO landscape call this latent semantic analysis. What does this really mean, it means that a site is given certain attributes based on the sites around it what they are about and whether or not they refer to our site as a source of reference.

So let’s take a quick look at eight made up of site called ‘BatteryClass’.
One of the ways that I try to explain this to potential clients is to imagine themselves as an expert in your batteries.

One of the ways in which their expertise is shown to the world is via the number of other papers that references them.

If the authors of those papers are considered experts themselves then referencing your paper would buy in association also have defined you as an expert.

This is how the democracy of the Internet Works. How many experts have considered you to be an expert in their field?

One of the ways to show your expertise is to review other content in your niche. You should draw comparisons between your content and a quality content of your competitors. Highlight the similarities and add to them, in short if you can make your content slightly more informative than your competitors content than your content will be considered more relevant.
Another thing that you should do is ask yourself whether or not your content answers the query your client would type into a search engine.

Most people don’t realize that good is Seo is more about creating that based customer experience on your site. The better the customer experience the more relevant your site is to the customer.

But how do I create a relevant site?

Will, first you need to show a purpose – after you have defined your purpose, it is time to EAT.


Expertise, authority, trust.
These three factors are used by google to determine the relevance and quality of a site.

Let’s start by breaking these three factors down firstly we’re going to look at expertise.

Above we describes how to basically show expertise, but there’s more than just that..

One of the biggest hurdles about being an expert in any given field, is getting a client to shift their mindset from one born from ego, into one made for service – because that is what you aim to be, useful.

Giving, not Gloating.
This is almost the fastest way to show people that you’re an expert in the field. Trying social media groups targeted at your niche, answer their questions. Give practical advice and seek nothing in return.

Authority comes from being the expert over and over again.
Once you are routinely cited your opinion is repeatedly requested search engines will start to notice that you are an authority in a given field you can create authority by seeking the most often asked questions – and answering them.

Authority also comes from being referenced by other authorities.

Learn More Here.

Lastly and probably most important, is trust – the reason this one is last – is because it requires that the other two be firmly cemented. It requires that the expertise and authority the crawled by the search engine algorithm.

Now as a startup or as a new business gaining trust of your perspective client is the most powerful thing you can do.

OK so now we have the EAT part down, what is next?

By no means is the easy part over, we have merely started laying the groundwork.

Our recommendation would be to set up social media profiles as well as a YouTube channel, and a blog. These all allow you to reach your audience without them having to search for you – as we said before it is wise to join groups where your clients hang out, and to create content that satisfies their thirst for information.

Create content that his niched. Create content that answers a question. Create content that provides practical advice.

Sometimes you have to reframe your content so that answers a particular question – or you need to ask a different question. It is really important to determine how often particular question is asked or who is asking the question that you are answering.

The next thing you want to do in order to gain the trust and authority and expertise and therefor relevance – is to create content can be referenced by other content. Think of your content being listed in the footer for a paper written about your niche.

When you find a content writer – insure that they can write content around given keywords, but some of these keywords will need to be semantically related to other content that already exists on the Internet this way we are forming a network of ideas your idea is one of the nodes in that network.
We know that with start-ups sometimes the idea that you’re trying to pitch is new and therefore cannot be searched so what you want to do here is fit neatly into an existing paradigm.

Search engines rank you based on your relevance so if your product or service is new but still relevant and the backing of keywords that answer the searches question will help expand your brand.

For example let’s look at electric cars – the topics that you might want to spend here are ‘batteries’, ‘electricity’ ‘storing electrical power’ ‘mileage’ reduced carbon footprint’ ‘renewable energy’.

The intimate things together like a neural network different ideas are linked to different ideas conceptually if you can trigger as many different ideas as possible and you will be both relevant and found by those that trying to find you.

Best SEO Australia

in response to the Foerbes article posted on 28 July 2017,

See SEO Results?

The author starts by describing our hopes and dreams (some would say dilusions) – in that we start a campaign, hoping to see growth ASAP – and in all honesty, thats pretty spot on.

He then goes on to describe what we expect, or what we have seen in the past, and that is that links are a major major contributor to the growth of the industry. Backlinks are the Backbone of internet traffic lubrication.

What this is getting to, is that we already know that SEO is time consuming, and backbreaking and tiring- how much effort is required before we can lay off the major legwork and see some results.

Next up, there are the variables that require concideration.

Of course the first one to touch on is that not all links are created equal. People forget that in the real world, a link counts as a vote of confidence, in theory anyway, I would only link to you, if the information you held was concidered valuable to the content that I am linking out from.
Does that make sense? I wrote about fish, and I am a fisherman, if I linked to your fish market, it would imply that you hold information that is valuable to me, as a well known fisherman – therefore you should know a thing or 2 about fishing. Click Here to Learn More.

The whole point, is to show the internet, that you know what you are talking about, but not only that, it is to show the world that I want to learn from you.

Source Strength – this means that the source of the link is already considered a entity to be reconed with – they are already trustworthy experts in the field.
If a site like an educational institution, or an encyclopedia, or a government site links to you, then they are already powerful and they are going to pass some of that power up the chain to you.

Domain Diversity – WHAAA? So this is a strange one, domain diversity means that each link from a given source provides a diminishing return – Umm, this means that 1 link from 1 domain is better than 2 links from the same domain. The diversity of the sources will increase your ranking potential.
The question was – ‘how many links are required‘ and the answer means, many, but not from the same place.

Target Landing Page. I use this sometimes to find black hat SEO’s – as a site that sends thousands of links to a home page looks fake, its not helpful, but linking from within an article to a specific page (or even a specific part of a page) brings value. It also means that juice is passed to the piece of content that is valuable, and that in turn helps that whole site, but not only that, it really helps the peice of content in question.

Semantically related Keywords. Anchor texts on inbound links and actually inner links are often overlooked, people think that they dont lend any value – but if theres one thing we know, its that they really do – they really significantly influece the link structure and profile of our site.

There is always a bit of a lul after making a change, some believe that it has to do with the way in which a site builds its profile, and others believe that its an anti spam mechanism put in place by the very creators of the searcg engines. Something that checks to see if it is being minipulated. Once you start doing things to rank your site, there is no doubt in my mind that the system is watching to see if you are going the way of the samurai, or the way of the dark lord.

When we look at a site, or a competitor, we look at 2 things, on site SEO and off site SEO.

On site factors include the potential power of inner links but more importantly, we also need to look at the overall depth and quality of the content provided. Other factors affecting campaign structure are the site architecture and the hosting provider. As an SEO, linking in doesnt do that much to help with growth, but that is because the seo space is crowded and other SEOs are putting a lot of effort into their space, ranking their cleints high will not help themselves – but as we have learned, thousands of links are required to remain number one. This is something that clients are not willing to accept, SEO is not set and forget – they need to climb the ladder of success and keep climbing.

We need to keep running in order to stand still – clients that are unwilling to do that will only remain on top for a little while.

Once they fall behind, they will need tofund someone to help push them back to the front.

So the question remains un answerred, if anything it should be more ambiguouse now – there is no set number of links, it should almost come down to ‘how much juice is required’ How much juice does the current number one have.

There is a cartoon about samurai samual jackson – Afro Samurai – where you can only take on number 1 when you have beaten number 2, and its the same with SEO – you can only climb to the top, one contender at a time – beat number 50, then add some juice, beat number 49, then add some juice and so it goes, on and on, but as you get closer to the top it will get harder and harder, as each of these contenders for the top spot have had to do the same thing – kill, move on, kill, move on, on and on.

The mathematical component associated with SEO is a strange place – the world itself is a hyrarchy of common sense, and decision making – where do we go for influence and expertise, who do we trust, and how will that come to play in the grander scheme of things?