The role of search engine optimization is not to lie to the system or to trick the search engines into ranking a site higher than it should be. Many poor SEO tactics damage the ranking of SEO pages because of this line of thought. The main purpose of SEO is to provide the following to a website; make sure the website has a smooth user experience and to communicate the intentions of the website to the search engines so that they can recommend it to the people searching for information on the web. Experts normally recommend that one think of search engine optimization as a cake. Where the links and the social media connections are the icing, but the infrastructure of the website and the content are the sugar that makes the cake.

Most search engines look for at least one of the following when a search query is types into the search box. The content of a website is the first thing, and this is normally defined by the theme set by the search query. The next thing would be user experience parameters like the performance, which gauges how fast users get access to the website, how it looks, the ease of navigation, safety and bounce rate. Search engines also look for site authority, which is whether a site has good enough content for other sites to link to it or use it as a reference.

There are negative SEO tactics that search engines today are designed to overlook. Some of them are not illegal per se, but are allowed in some moderation. A good example is keyword stuffing. This is where websites have content with unusually high percentages of relevant phrases to a particular search theme. These will result in poor user experience and only reduce the ranking of the website even further. Other common techniques that are frowned upon include buying links or designing a website with poor user experience, with, for instance too many pop up ads.

Melbourne SEO Specifics

Ultimately, the goal of the website and the visits to the site is to drive business to whatever company one is marketing. This calls for Australian marketers to not just design and optimise  their websites, but also to understand the business model. Some of the questions that might help Australian web designers in particular optimise websites for their business model include asking about conversions, assets, liabilities and goals of the business. Is the SEO Melbourne consultancy in the business of selling an image or idea, or is it selling an actual physical commodity?

Domain naming is also important when optimizing the site. The domain name should be consistent and remain traditional because they are easily recognizable. Having those important phrases in the URL also help improve the rank of the website. SEO is not just about improving the content and infrastructure of the website for the sake of search engines. Social media is emerging as powerful marketing tool. Website designers should make sure they optimize their websites for multiple channels. The most common social media channels are twitter, Facebook, LinkedIn and email.