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Local SEO Melbourne

Grow your business, like never before.


More information on local SEO Melbourne

What is local SEO Melbourne?

Local SEO Melbourne improves the core technical and usability elements of a website to rank it higher on search engines like Google, Bing and Yahoo.

Learn more about Melbourne local SEO

How can I get started?

Click the link below, enter your details and we'll show you how we can help and what results we can achieve with our solution package™.

Request a solution package™

What does Melbourne local SEO cost?

Being able to focus exclusively on local Melbourne SEO Services enables efficient use of our time and the lessening of our fees.

View our Melbourne Local SEO Packages
Key elements to our SEO Service

Local SEO should be more than just rankings and traffic acquisition, that's why we provide a complete package including conversion optimisation to accelerate your sales.

1. An all-inclusive & advanced SEO Service that drives sales

🔑
Keyword and site analysis
To understand your business and the industry in which you operate.
🌐
Web development and optimisation
Improves the technical ability of your site to rank higher on search engines.
📂
Website file optimisation
Certain files assist search engines in crawling your site, we ensure they are coded correctly.
🚀
Content marketing and link building
We create backlinks from other trusted, relevant websites back to yours, through content marketing and promotion.

2. A dedicated & knowledgeable customer service

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Reporting cycle
Fortnightly or monthly reporting available.
🌀
Client portal
Access reports, audits, ranking updates, support and more directly from your client portal. (coming soon)
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Industry-leading support
Questions? We are available 5 days a week, 8am - 5pm.

3. Going above and beyond for every business

💰
Conversion optimisation
Shows ways to increase conversions, from your newfound traffic increases.
🤝
Holistic local SEO Melbourne
We incorporate elements from your corporate identity or marketing plan to target your market more efficiently.
🚫
Non-compete policy
We only provide our services to one business in each industry, across the locations in which they operate.
🤓
A dedicated Melbourne local SEO agency
If you wouldn’t hire a Dentist to renovate your home, why would you hire a graphic designer to handle your SEO?
We can develop & optimise any CMS platform
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Drupal
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Joomla
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Magento
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Nopcommerce
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Shopify
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Wordpress
Grow your sales with search,
like never before

We get your website ranking on the first page of search where customers are looking to buy your products or services. Did we mention we’ll set-up, manage & optimise your Google Ads campaign for no extra cost?

We have consistently seen improvements in our rankings resulting in a massive increase of 130% in sales from our online store. I highly recommend Seoz to anyone who is trying to improve their companies rankings in any competitive market.

Seoz has been an essential digital partner for Metro Tiles for over 5 years. Their hard work, integrity and commitment to achieving results is second to none. I would highly recommend their services if you want an honest and ethical local SEO and Google Ads service.

Our company values
& how we can benefit you


We have helped clients double their online sales, achieve #1 rankings for extremely tough local and national rankings, and we can do the same for your business with our local SEO service.

A quick introduction

Seoz is a small, tight-knit yet groundbreaking collection of local marketing industry talent. We have worked in the marketing industry for the last eight years and for the last two transitioned into a company specialised in local SEO Melbourne.

Everything we do is client-centric, from our experienced Melbourne local SEO technicians who hold at a minimum a Bachelor degree from a reputable education provider, to our holistic local SEO approach, focused on integrating local SEO with your corporate identity and existing marketing channels to more effectively target your desired customer.

We have helped clients double their online sales, achieve #1 rankings for extremely tough local and national rankings, and we can do the same for your business with our local SEO service.

Mission, vision & core values

Mission

1. To maintain a very high moral and ethical standard reflecting our integrity, reliability and honesty core values across all our business relationships.

2. To show common courtesy and tact in all words, deeds and dealings.

3. To maintain a proper balance of all stakeholders associated with our business including our clients, employees, community and government.

Vision

To open a world of online opportunity for small businesses in Melbourne.

Core Values

Integrity, reliability and honesty.

Contributing success factors

A significant contributing factor to the success we achieve for our clients is attributed to the effort we undertake from the very beginning for all new client inductions. We take the time to thoroughly understand your business, products, services and the industry in which you operate.

By going the extra mile of understanding your business from the beginning, ensures all the work performed on your website, the backlinks created, and exposure generated aligns with your corporate identity and existing marketing channels to better appeal to your target audience.

Melbourne local SEO service specialisation

Local Melbourne SEO Services offer the best return on investment in terms of marketing or advertising which is, in short, why we pivoted towards specialising in local SEO Services. In addition, Search Engine Optimisation also has the benefit of being able to be completely tracked and analysed unlike other offline forms of marketing.

This analysis is made possible with platforms like Google Analytics, which shows where your traffic is coming from (organic, paid ads, social or direct), what pages are visited and what % are converting into leads or sales. This is key to understanding the effect local SEO has on website traffic and conversions.

Analysis of your local SEO Melbourne campaign provides us with actionable data in order to further optimise your campaign and the ability to squeeze every last opportunity to drive your website harder each month. Many of our clients adopt the mantra of if their business isn’t growing; they are shrinking.

Not settling for mediocrity is what leads clients to us and is another defining factor between us and our competition. You need to be found where your customer is looking for your product or service, and in 2020 that is on the first page of Google.

Competition policy & availability

Non-Compete Policy

We offer all our services in-line with our core values of integrity, reliability and honesty. As such, we adhere to a strict non-compete policy, meaning we only provide services to one business in each industry, across the locations in which they operate. We want our clients to have an edge over their competitors, which is why we offer our services exclusively to our clients. Whilst this may seem like a given, be assured this is another element which differentiates ourselves from our competition.

Client Position Availability

Due to many of our clients contracting us for several years, we only have a few spot openings each year, usually in Q3 and Q4. In addition to this, our website ranks in almost every city across Australia and receive high exposure to other business owners seeking local Melbourne SEO Services. To check availability, please visit our pricing page.

About Melbourne local SEO

We have compiled a bunch of interesting information about local SEO to help you understand what local SEO is and why it helps.

How local SEO helps businesses in Melbourne

Local SEO (search engine optimisation) improves the technical and user experience elements of a website to rank it higher on search engines across Melbourne. At its core, local SEO is built around two foundations; on-page and off-page local SEO. On-page local SEO involves a lot of technical development and local SEO involving the user experience, search engine crawlability, mobile-friendliness, page responsiveness, meta tags and H1 tags of a site. Off-page local SEO includes content marketing to grow a website's authority profile.

A local SEO agencies role is to incorporate on-page and off-page local SEO with the goal to improve a sites user experience, content and technical capabilities and should never solely be optimised for search engines. If this does occur, it will lead to keyword stuffing or other local SEO issues which results in drops to keyword rankings. When a website is optimised with the goal to provide an exceptional user experience and comprehensive content, it will not only facilitate increased organic traffic but provide an exceptional experience for customers, leading to an improved conversion rate.

Local SEO is successful when the local SEO agency takes the time to truly understand a business and the industry in which they operate. By first understanding the industry, the local SEO agency can undertake thorough keyword research to identify high-quality, untapped keywords and use these to form the basis of the local SEO strategy. Once these high-quality keywords are found, the local SEO agency can implement a range of on-page local SEO across the important 'entry' pages, assisting search engines in finding its content. While performing on-page local SEO, the local SEO agency should ensure they are providing a comprehensive source of information, the more comprehensive the content is, the more likely other sites will link to the content.

Why local SEO is so important

Local SEO encompasses website development, marketing and user experience (UX) into the one service. Combining these factors into a website ensures the functionality, convertibility and usability factors are upheld and ensures not only that a website is easy to use but is able to be found online by customers when they are ready to buy. Generally, people look for products or services online if they are later in their buying cycle. If customers can't find your business during this stage of their buying cycle, they simply can not buy the products you sell or hire the services you provide.

Each day there are millions of Google searches for products or services. When a customer types in a keyword such as ‘buy shirts online Melbourne’ it’s considered as a keyword with purchase intent. These keywords are more likely to lead to a sale than other keywords such as ‘types of shirts’ for a few key reasons. The keyword example ‘buy shirts online Melbourne’ has the obvious purchase marker of ‘buy’ when a user types this into Google, chances are they want to make a purchase. The second reason is the keyword includes Melbourne, showing that the user is looking for search results specific to their location in Melbourne and based on our experience, the more specific the keyword string (buy shirts online Melbourne), the more likely the user is going to make a purchase decision.

Melbourne local SEO offers the best return on investment in terms of any marketing or advertising, which is why we pivoted our entire agency to delivering solely local SEO services in 2018. In terms of measuring local SEO return on investment, local SEO has the benefit of being able to be completely tracked and analysed unlike offline forms of marketing. local SEO analysis is made possible by free online analytic platforms like Google Analytics, which shows where website traffic is coming from (organic, paid, social or direct), what pages are visited and what % are converting into leads or sales and much more. This is key to understanding the effect local SEO has on website traffic, conversions and ultimately the success of a local SEO campaign.

Local SEO VS PPC

Traditionally, most Melbourne businesses think of paid digital marketing platforms like Facebook or Linkedin Ads as the best way to acquire new customers for their business. While these platforms can offer a decent return on investment depending on their industry or target audience, once their money runs out, so do their ads. The benefit of local SEO is that when an investment is made in local SEO, a website's authority, keyword portfolio and ability to reach new customers continually grow organically. Once local SEO is completed, a businesses ability to outrank their competition is only contingent on search engine algorithm updates or the effectiveness of a competitors local SEO strategy.

Keywords explained

Keywords also play an important role for both users and local SEO because they help show what a web page is about. Keywords are the search terms typed into search engines to find products, services or information online. By including keywords in on-page local SEO components including meta or H1 tags, a business can help users and search engines understand what the page is about. To use our keyword local SEO strategy as an example; the main keyword we are targeting with this page is local SEO Melbourne. This keyword is targeting potential clients in Melbourne who are searching for a local Melbourne SEO Service. As you could imagine, this target keyword is likely to appeal to Melbourne businesses looking to hire a Melbourne local SEO agency. For this reason, we have optimised this page of our website for Melbourne business owners looking for a local SEO in Melbourne.

Backlinks explained

Another main counterpart of Melbourne local SEO is content marketing, which naturally builds backlinks to any website, growing the backlink profile. Backlinks are the URLs on a site that directs someone from one website to another for further reading, relevant information, or reference point. Most Backlinks are obtained primarily through content marketing and relationships built with other websites with the goal to add value for the user of their website. In terms of backlinks, local SEO aims to produce content that first benefits the reader on an external website and to secondly, drive this traffic back to their website through the form of a backlink. This backlink provides further reading on a website and ultimately information about their business and its products.

If a website has a quality backlink profile pointing towards its website, the website will be seen by Google as an authoritative source of information. When a website is seen as an authoritative source of information, search engines will want to show their content to as many of its users as possible. Backlinks aren’t restricted to only content marketing, backlinks can naturally accumulate from business directories, social platforms/directories, blogging websites and document/video sharing platforms. These types of backlinks should not be created solely for local SEO, but to help customers find a business online.

On-page local SEO explained

After the keyword profile has been determined that a business would like to target through local SEO, a variety of on-page local SEO elements will need to be implemented. For local SEO, each page of a website needs to have a key ‘goal’ in terms of the question it is wanting to answer or the type of content it wants to provide. For example, if a website aims to provide comprehensive information about businesses servicing the Melbourne area, it would have a list of businesses operating in the Melbourne area, with Melbourne storefront imagery, reviews from Melbourne locals, service summaries for each Melbourne location and perhaps a video to assist users who prefer this form of content. Each page needs to be comprehensive and answer the Melbourne searchers intent.

A few key elements of on-page local SEO include:

Meta title tags

Meta title tags help show search engine crawlers and users what a page is about. This on-page local SEO element is shown on the search engine results page above the meta description and if referred to during content creation can provide structure for the on-page local SEO content. While not as impactful in terms of local SEO as an H1 tag, meta title tags are still valuable as they can increase click-throughs to a site. The general local SEO guideline outline meta title tag length to be 55-60 characters long but this often varies across different devices.

Meta description tags

Much like Meta title tags, meta description tags show search engine crawlers and users alike what a page is about, often in more detail because they have a longer character count. They are also shown on the search engine results page and provide a content snapshot of what a user could expect if they click on a website. While they are an element of on-page local SEO, it’s important to note that meta description tags are not actually shown anywhere on the page, the tags are purely for use by search engine crawlers to advertise or promote your content to its users.

Page content

Page content offers businesses the opportunity to answer questions, provide information or sell a product or service to a customer looking to make a purchase and is the most important aspect of on-page local SEO. If the content is written in a comprehensive, easy to read manner, it is more likely to be rewarded with first page results.

A few key elements need to be asked when building out page content are:

Is the content as comprehensive as it can be?

Google’s Panda update actually favours comprehensive, unique content. By comprehensive, we don’t mean long-winded content over-optimised for local SEO; think quality over quantity. If it takes 5,000 words to provide valuable, comprehensive information content on a topic then so be it. But don’t build out pages with thousands of extra words to simply outwrite competitors - this can provide a poor reading experience for the website user and is the opposite of what Melbourne local SEO is about. Don’t create new pages before looking at existing pages and assessing whether or not more information, imagery, structure or links to additional content can be added. More often than not the existing pages on a website offer huge untapped traffic resources which should be capitalised on before new pages are created.

Does the content answer search intent?

Search engines provide information to the questions users ask. In order to provide the best experience for its users, search engines need to provide quality, in-depth content resources to its users. Each page needs to answer a clear set of questions and provide specific information to address key search intentions. If the page is too broad and provides a limited amount of information on a range of totally different topics, the first step for local SEO should be nailing down this content and retargeting it for a set of new search queries.

Alt attribute tags

Alt attribute tags provide mark-up for non-text resources like images. Alt attribute tags are essential for local SEO and help search engines understand elements on a page it cannot crawl. This mark-up determines how much Melbourne search traffic images will source through image search engines like Google Images. Alt attributes, especially for images, provide a fail-safe in the case an image gets deleted - instead of displaying a broken image, the website visitor will see a description of what image was supposed to be displayed, if it wasn’t for the image not being available.

As with any component of on-page local SEO, over-optimisation for core keywords can lead to keyword stuffing and other on-page local SEO issues. Alt attributes offer a description for website users who cannot see or who are using text to speech, which is core to providing an exceptional user experience, no matter the users’ capabilities. With any kind of on-page local SEO, the goal is to provide accurate, in-depth descriptions.

Schema & structured markup

The goal of local SEO Melbourne is improving a businesses visibility online and helping search engines understand the contents of a site page. While schema and structured data are not likely ranking factors, it can help users in clicking one business over another. Elements such as reviews, FAQ information, publish dates and company information are all examples of structured markup data. When performing local SEO for Melbourne based search, we recommend taking a look at your competition on the search results page and identifying what they are not implementing and capitalise on it. For example, if none of your competitors in Melbourne are using review markup, those bright 5 stars under your website will attract more attention to you.

User experience and local SEO

Providing a refined, easy-to-use website is essential in keeping users on your site longer and local SEO success. A clean layout that’s easy to understand helps users focus on the content rather than a clunky template. User experience encompasses everything that on-page optimisation represents. When a user visits a site they expect quick load time, font sizes they can read, lots of imagery and the ability to view the website on any one of their devices.

Perhaps the most important element in user experience is mobile-friendliness. Google has really brought a lot of attention to how crucial this is for local SEO with the release of its mobile-friendly test tool and announcing mobile-friendliness as a key ranking factor for Melbourne local SEO. Google made a similar move a few years ago with the speed core update where they announced the load time of a site was a local SEO ranking factor, resulting in webmasters across the world improving the load times and responsiveness of their websites.

Technical local SEO elements

Google page speed & lighthouse

The internet continually pushes websites to do more, show more and be more. Generally, with most CMS software this is achieved through the use of plugins and other third-party extensions to add additional functionality to their website. Adding plugins, however, has its drawbacks because they add load time and size to websites which then struggle to reach a high level of performance across different devices and Melbourne networks.

To help webmasters with the local SEO task of producing and maintaining a high performing website, Google released a range of tools including Google Pagespeed Insights and Google Chrome browser extensions including Lighthouse. These tools are great for Melbourne local SEO because they can identify key areas in a website which are causing significant performance restrictions and offer suggestions on how to fix them. On-page performance is a ranking factor, however, the weighting of this signal for search engine rankings is unclear.

Mobile responsiveness

Mobile responsiveness is a core component to providing a great user experience for customers. If someone visits a website on a mobile device in Melbourne and half the page is rendered off-screen, the content will be missed, usability will be compromised and the chance that the user will prematurely leave the page will be greatly increased.

A key consideration of local SEO is to assess how users and search engine crawlers interact with a website. If users can’t navigate across your site, it’s doubtful that search engine crawlers can. Much like the Google page speed update mentioned previously, mobile responsiveness is another key ranking factor.

Header response

A header response is what the Web server sends back to the client’s internet browser and includes information including the date, type and size of the requested file. In terms of local SEO, a business needs to ensure its pages return the correct status code (200) to search engine crawlers. Header response errors can also occur due to an issue with user-agent permissions whereby even if your page is returning a page full of content to you when visiting through your browser, the header could be returning a 404 ‘page not found’ to search engine crawlers. This represents one of the first local SEO checks which need to be made on a website.

Redirects

Redirects occur when a specific URL address is entered in a web browser and instead of landing on this URL, the user is sent to a different one. Redirects, if not set up correctly can hinder local SEO efforts with issues such as redirect loops, which will result in pages not getting indexed. When creating URL redirects, the URL needs to lead to an active page or else it will be a broken link, impacting the internal linking integrity of any Melbourne website. There is a multitude of online redirect checkers which are free to use to check redirects are not causing these local SEO issues.

Duplicate content

Duplicated, thin content was a target for Google’s recent Panda update and leads to lower rankings for the pages involved. In terms of Melbourne local SEO, rather than spreading link equity across tens or hundreds of duplicated pages, it is better to consolidate this information into one page and set 301 redirects to point accordingly; essentially creating what we call ‘power pages’. A business needs to make it as easy as possible for customers to find the resources they are looking for, and comprehensive information all in the one page is how this is achieved. Google may also consider all the duplicate content pages to be the same page and only display one of them, which is known in local SEO as URL canonicalisation.

How to measure local SEO

Keyword rankings

Keyword rankings, while do provide an indication of a site’s health, shouldn’t be the only determining factor of local SEO success. The primary goal with any marketing related expenditure is the return on investment and it’s no different for local SEO Melbourne. In terms of how to track keyword rankings, it can be difficult because keyword rankings differ from Melbourne to other cities, so we recommend finding a free tool where Melbourne can be set as the city and manually checking only the most valuable keywords to the local SEO strategy. The key here is to use Melbourne as the search location when checking keyword rankings and use it as only an indicator of the health of a site’s local SEO, not as your course-plotting KPI.

Organic traffic

Organic traffic is a much better indicator of local SEO success as it shows a quantifiable level of progress of local SEO over time. The most effective, yet basic indicator of local SEO success is achieved by looking at recent organic traffic figures and comparing them to the same period one year ago. In doing so, you can see how well a website is performing in search.

In terms of the practicality of measuring organic traffic statistics, Google has made this incredibly easy with its web-based program Google Analytics. Google Analytics is free and can be implemented on a website either directly or through the use of another free tool called Google Tag Manager. Google Tag Manager is how we implemented Google Analytics into our site and is also what we recommend to our clients for quantifying their local SEO results. Through Google Tag Manager, you can also add other code snippets directly via Google Tag Manager into your website without having to dig around in source code files.

Organic Leads & sales

Organic leads and the sales obtained through them should be the primary indicating factor of local SEO success. To assess the return on investment for a Melbourne local SEO campaign, we recommend following the same indicator of measuring local SEO effectiveness for organic traffic. Depending on the business and if it’s seasonal or not, a comparison could be made between sales statistics now and with the same period the previous year or month to month, calculating the movement of the bottom line. In terms of the practicality of tracking ROI in terms of organic leads and sales, this will be ultimately up to the structure of each business individually.

Our local SEO process

We have scrutinised our entire local SEO process over the years to develop the most effective strategies to increase your online presence. Starting with a thorough Melbourne competitor analysis we first identify and assess what your competitors local SEO strategies are for the Melbourne market. Once we know what your competition is doing, we can work out how to beat them. We identify high quality, high traffic keywords which can generate the best return and leads for your business. After these preliminary stages, we assess and optimise your website around this Melbourne local SEO strategy. Combining sophisticated technical on-page local SEO techniques we restructure your website in a way that ensures Google and other search engines to understand the value of your website. Once your website has a solid local SEO strategy and your on-page local SEO is complete, we begin promoting your website across the internet. In doing so, it increases the authority of your website, sending signals from other websites back to yours. Google picks up these signals which tell them that your website is worth ranking.

Content Development

Content has always been a large part of local SEO and always will be. As of recent years, the importance of high-quality content has been magnified by the Google Panda update. This revision emphasised to the local SEO industry the fact that when you create high-quality, shareable comprehensive content, people who visit your website are more likely to link back to your website. Not only does well-written content make it easier to promote your website but it also raises your professionalism to your customers.

Progress updates

We believe transparency is the key to a healthy business relationship. We want to show you what we do, why we do it and how we do it so you can understand the lengths we go to for your website. All our local SEO reports are emailed to you and will be able to be seen through our customer portal.

Reasons for poor Google rankings

Before we take on any new clients we assess their website for Google penalties or other negative impacts. If a business has been blacklisted by Google due to low-quality local SEO, we will begin with a full site audit and fix the issues the site currently has.

Here we have listed some of the reasons for a business experiencing low Google rankings:

Site age

In the eyes of Google, the older they are, the better they get. Google has stated they place preference on sites older than 6 months, however, whether a site is 6 months old or 5 years old, this ranking signal doesn’t weigh very differently, if at all.

Google penalty

If Google perceives a website to be spammy, they will restrict how often the business is shown to its users. This is to ensure their platform is extremely user friendly and points their users to only the highest quality of websites.

Robots.txt file

A robots.txt file that has been created incorrectly can hide pages from Google. What we would do is check the robots file and make amendments as necessary.

Poor quality content

A site is only as good as the content it provides its users. If the content is full of spelling mistakes, long-winded sentences going nowhere and is seemingly a mass of words forming a wall of text, this needs to be resolved.

How to get started

Get started by letting us show you what we can do for your business by filling out the form at the bottom of this page. A solution package™ will show how we can rank your site higher on search and convert more customers for your business.

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Frequently asked questions

Below are some of the most commonly asked questions in regards to our local Melbourne SEO Service.

What is local SEO Melbourne?
How will you improve my search engine rankings?

We combine website development, marketing and user experience (UX) into our Melbourne local SEO service. Our four-phase strategy is below:

Phase 1: Keyword, website and conversion analysis.
Phase 2: Website development and optimisation.
Phase 3: Website file optimisation.
Phase 4: Website promotion and link building.

By combining these elements into your website, ensures the functionality, convertibility and usability of your website is upheld.

Do you adhere to search engine webmaster guidelines?
Are you experienced at improving local local SEO Melbourne?
Will you share with me all changes you make to my site?
How do you measure the success of your local SEO campaigns?
How will we communicate and how often?
How will your work tie into our other marketing?
What are your fees and payment terms?
Which local SEO tools do you use?
Getting the ball rolling

Step 1


Request a solution package™.

Step 2


Review & approve our proposal.

Step 3


We commence optimisation.