What is Googles Focus in the Years Ahead?

seo2015As Google updates continue to roll out and the algorithm becomes more focused on displaying legitimate companies. SEO agencies and businesses in Sydney and throughout Australia need to know what Google is gong to reward. What are the things that they are looking for to rank quality websites over spammy, trashy sites? Over the past couple of years we have seem Google really tighten the noose on websites that have tried to manipulate page rank and we are now seeing, especially this year websites with greater authority starting to rank. And why have they got better authority? Cause they are writing and posting content that makes these websites an authority within their niche. They are publishing great copy that users are reading and in turn these sites are getting rewarded.

If businesses want to get their websites ranked in the next couple of years they must place more focus on what they are publishing and what they are communicating via their blogs, web pages, social media and news feeds.

So what can businesses do in regards to producing authority building content?

Lets have a look at Local Web Content Trends

So what is local content? Local content is aimed at your local community, suburb, area or city. If you are going to the be best in your local area and expect to be rewarded for this online, then your copy must have a very local feel to it. Think tradies, local professionals and local retailers. All content produced by these local businesses must be geared and aimed to the local market. This is the only and very best way to become an authority in your field in the local area.

Well Worded and Lots of Content Is Essential

If your pages are going to rank locally then they need to not only read well but there has to be some substance there. What I mean by this is that there is no point posting a blog article that’s only a couple of paragraphs long. It just wont cut it. Thin pages are in fact going to work against you. People often ask me how many pages should I write for my blog posts and I say that the word count can be no less than 750 to 1000 words. On top of this it has to be riveting, informative content. Make readers want to read more and stay on your website. Reasons why you are the best supplier for the local community should be highlighted. Keeping it real and from the heart is always going to work in your favour.

Google’s Penguin update will pick up on thin spammy content and this is going to get your site downgraded as a source of authority – hence poorer rankings.

Do You Have a Social Media Presence? Having a strong social media presence will send really powerful signals to Google that you are an authority. If you are publishing copy on your website, get it out there on your social media platforms. But, and I want to make a point here. Your posts and tweets need to have a strategy behind them Simply posting random content full of nonsense is not going to work well for you. The more time and effort you put into getting real followers (never pay for followers) on Facebook for example, the more you are going to be perceived as the go to place or the authority in your niche; be it local or national.

White Hat Links: This is a massive area and one that carries so much weight when it comes to establishing your websites authority. In short, you need quality in bound really high authority links if your website is ever going to rank. This is where the problems begin as many companies unfortunately end up using SEO agencies that can only provide links from sites that are in essence have no authority. Google looks down on this and punishes websites who fall foul of their strict link guidelines. To become an authority you need to be amongst other websites that are an authority. Anything less than this will not work – this is a given and this is the fundamental building block for SEO and web rankings. You can go online and read about this en masse.

There is so much documentation out there that it’s absolutely mind blowing. But to save you the effort of trying to understand the effects of bad back links all you need to do is give us a call here at SEO Sydney Experts on 02 9360 8514. If you have ever had a Google penalty or are simply unable to create a website that has authority we will be able to explain to you why this is so and help you reverse this situation.
Who Is Going To Write Your Content?

Authority is not easy to create if being an authority means that you have to write compelling great copy. For some people this is easy, even part of what they do for their business, they actually love writing copy and relish in it. But for the rest of us mere mortals, the task of sitting down, thinking of a topic and actually coming up with nearly a 1000 words is not going to happen. It is simply out of their scope and abilities. What is needed is a copywriter and businesses looking for more authority MUST start to think about getting professional content written for their business. One the one hand they can go the cheap option and get it done overseas for next to nothing, whilst on the other, they can invest in a local copywriter who understands the market and your audience and will write for them specifically. THIS IS THE BEST WAY to go and if businesses are smart enough to realize this then they will create some serious online authority and will shoot up the SEO rankings.

A point to note here is if you are going to have a go at writing your own web copy try to steer well clear of keyword stuffing and trying to cram as many local area keywords and services you are offering on the one page. These tactics used to work but nowadays you can forget about it.

Honesty With Google is the Best Policy

Don’t try to register offices with an address in each city. If you are in 1 area be honest about this and focus your efforts there. Look to expand organically by writing content that addresses other areas. Just cause you are in area A does not mean that you cannot target area B. The best way to do this is create a whole new page and write content specific to that area. When it comes to Google moving forward, the best way to rank your website will be being completely transparent and honest. You just might get away with it in the short term but eventually spammy, illegitimate behavior will get detected and your site will suffer.

Google has come a long way in recent times and its best practice policies that are going to win in the future. They actually have a set of guideline policies you can read BUT as with anything technical its best left to the experts that know how it works. Going it alone in the internet space is just too risky.

How Much Should I Pay For SEO

Wow, what a great question and this can be difficult to answer, but overall you really pay for what you get. If you want to go down the path of a cheap SEO agency then the results you are going to get will be terrible. Conversely, if you are prepared to pay a decent price for your SEO then the rewards will be huge. Now, paying for something like SEO, where you might not see results for 3 to 6 months and in some cases a year may be hard to swallow but businesses need to know that SEO is here to stay and must now be considered as part of your marketing mix.

There are many variables that you need to take into account when it comes to determining how much you should spend on your SEO. One of the key factors is the competitive nature of your industry and how many businesses are already sitting on page 1? The more competitive the industry the more it is going to cost you. It is as simple as that and there is no way around this. If you are going to try to rank in an area that is saturated online with other established businesses then you have to be very aggressive with your SEO and guess what? All this costs money. Yep, that’s right! If you want to be a player and get to page 1 you have to pay the price. Of course, there are SEO agencies out there who will deny this and say they can get you to page 1 for a small price, but this is a scam and will never happen. This I can promise you! Let’s look at an example, if you wanted to rank for the keywords ‘travel insurance’ or ‘car loans’ where they online space on Google is flooded you are going to have to spend far more than say ranking keywords like:’ surfboard hire’ or ‘chimney cleaning’. For really competitive areas you can pay up to $10 000 per month on your SEO and for easier to rank keywords the costs come way down to less than $1000 per month.

If you decide that you need to rank in a competitive highly sort after market that has really established businesses who have been doing SEO for many years then taking any cheap SEO option, will cost you much more money in the long term. Why? Cause these cheap n nasty SEO companies who charge you nothing will get your site penalised.

SEO is a long process and takes time.

As a business owner looking to start an SEO campaign, you really need to have an understanding of what is involved and how long it takes to rank a website. It is not as easy as it looks and can take many man hours and a huge investment in intellectual property to get it right.

Compliant and effective SEO campaigns will take time. This is emphasised even more if you have a new URL. Rankings and building a websites authority is a slow and methodical task and if you try to rush or speed up the process the results will be dire. Any SEO company promising quick fixes with speedy SEO results need to be given a wide berth and avoided at all costs. Its tough out there in the online world and it is very easy to fall victim to these scammers. SEO BE VERY WARNED.

Following are some tips you can use in determining the right SEO company to choose and the appropriate costs:

  • Adwords will allow you to see the highest traffic keywords and from there you can determine the rough cost to rank each on them.
  • SEO is not just plain old back linking – there is so much more involved in the SEO process such as content writing, website design, site architecture, site speeds, bounce rates URL structures, titles, descriptions etc – the list goes on. So be aware that a lot of your SEO budget will go into making sure your website is at all times compliant.
  • Have a realistic budget when it comes to SEO. Thinking you can get away with paying less than market rate is NOT a good move. Saving a few dollars here is a sure way to get your website in deep trouble with Google.

What is a Fair Price for SEO?

The cost is all about the intellectual property and experience and MOST OF ALL STRATEGY that goes into a SEO campaign. Think about it, if you want a top lawyer representing you with a great track record then you are going to have to pay for his time, service and experience. The same goes with SEO.
If you would for example choose a company like SEO Sydney Experts you are not only paying for our time spent on your campaign BUT you are also paying for our strategies that we will implement to get you over your competition. It is our ability to do that you are paying for.

I know you probably are reading this and want a package breakdown for your SEO. Similar to what many companies offer; like we can work on 10 keywords for $1500 per month or we can up the keywords that we will work on to $2000 a month. This is NOT how SEO works and it is these types of SEO companies that you MUST AVOID. I am going to repeat myself here so the message gets drummed into you. Packaged SEO prices are NOT effective and it is these types of bundled packages that are a real issue for many businesses. SEO SIMPLY DOES NOT AND CANNOT BE COSTED LIKE THIS.

You need to look at each individual keyword, the competitive nature of the industry and in turn work out an appropriate and fair price to pay. This is how proper and ethical SEO should be priced. Anything else is just a scam!

Make Sure you Ask a lot of Questions

Before parting with your marketing dollars have a chat with your SEO company and make sure you ask then a lot of questions relating tho their campaign. Do not take things at face value.

  • What exactly are you going to do with the ‘on page’ of my website – what are you going to change and what are you going to leave. Also are they going to write new copy or is it up to us to write it?
  • Can you provide some samples of rankings you have been able to achieve for clients in really competitive niches – also how long did it take to rank them and how consistent are these rankings. Do they fluctuate or are they fairly stable?
  • Where do you get your back links from, how many of these should I expect and what type of reporting will you be providing us. Also, how contactable are you? Can we call you anytime for advice or any technical issues we may have with our SEO. This is really important as SEO is a complicated area. It is not black and white and in many cases clients need constant communication about their rankings and what’s going on.
  • How long have they been doing SEO for? Are they a recent entry into the market?
  • Do they have a physical office address or is everything going to be done over the phone and via email. If all is via the virtual world be warned as these guys may be middle men and outsourcing all their SEO!

Related article: Small Business SEO: All your questions answered

You Get the SEO That You Pay For

Find the agency that you are comfortable with. If it feels right then go for it. BUT in the fast paced landscape known as SEO make sure you choose wisely. Monkeys work for peanuts and SEO scammers work for little or no money. It’s a good analogy to keep in mind when deciding who you are going to partner with.

Penguin and Panda SEO Recovery Agency

penguincoveryOnce your website has been penalised by the Google Penguin and Panda update, the issues that will arise for your business are quick and immediate. That is, once your website has disappeared from the search results, it is more than likely that sales and revenues are going to start to fall. This is catastrophic for all business owners that rely on Google to generate website traffic. Penguin and Panda penalties are the most common penalties and businesses all over Australia are getting smashed by them because of the really bad and overly dodgy practices of their SEO providors.

At SEO Sydney Experts we can ( once your website has been hit), implement a SEO Penalty Assessment Plan of Action aimed at firstly identifying the type of penalty you have and secondly the steps involved in eliminating the penalty and restoring all your previous rankings.

Restoring your rankings post Panda / Penguin usually takes anywhere between 8-12 weeks and will involve in depth reporting as well as constant communication between yourself and our company.

For more details on this Assessment Program please call us at 02 9360 8514



  • COMPLETE IN BOUND LINK ANALYSIS: This is such an important part of the process cause it’s usually the over optimisation of links that has got your website hit by the dreaded penguin / panda. We use very sophisticated tracking tools to find out where these links are coming from and them look at ways to immediately solve the problem of too many inorganic links. Essentially, what we need to do is get these links removed ASAP – they have been used by your dodgy SEO company cause they really do no know what they were doing and they felt that any link is a good link – this is not the case and Google has clamped down heavily on this type of activity. This is really the end result of both Penguin and Panda – identifying over ‘spammy’ links is the job of these algorithmic updates. Most of the links are from really bad sources and our job as penalty recovery experts is to clean this serious mess up!
  • We contact the owners of the websites that these links are on and ask them to be removed. In some cases this is a quick process, but and I hate to say this, in many other cases it is a long and arduous task as these web masters are difficult to get in touch with and often demand payment to have these links removed. Luckily, we know what we are doing and are able to really push this process along. Removing these in bound links are going to appease the Penguin and Panda algorithms.
  • We check all your on page Panda / Penguin violations and correct and web pages that do not adhere to these guidelines. Often this is a matter of addressing titles and descriptions, but there are others like; page speeds, download times and content duplication. Once we have clearly identified the areas of concern, we are very quick to make the necessary amends. Duplicate and thin on page content is a real issue with many websites – so we really hammer home this point with our penalised clients.


Panda and Penguin Repair Services

Once we have identified all issues we are then ready to apply our services to help repair the damage. Once we have made a legitimate attempt to get rid of each and every inorganic back link, and once we have made every conceivable effort to clean up the actual website we are then ready to email and file for a request for reconsideration. This is a technical task and should never be undertaken by a person who has no experience in such matters. Google take these request extremely seriously so you DO NOT WANT TO STUFF it up and make a mistake.

The filing is quick, but Google on the other hand can take several weeks to get back to you. It’s a nervous anxious waiting period, but as in the past, most of the consideration requests we have filed have been successful. Why? Because we are extremely thorough, methodical and clinical in our approach to Penguin and Panda recovery.



Unfortunately, like with SEO, there are companies out there that will prey of innocent business owners who are frantic and extremely upset because their website rankings have gone. Desperate people wanting quick fixes are an easy target for these scammers and you really have to be on the look out and on high alert for these people. Here are some of the scams and tricks they use to get you to use them for your Penguin and Panda Penalties:

1) they get you to sign up with them through a contract and make sure you commit to using their services for an extended period of time.

2) they are not locally based and probably somewhere offshore. Overseas costs may be cheaper and because your income has dropped the temptation to save money now can be a great lure – NEVER and I repeat NEVER go offshore for this – you want a local provider that you can meet regularly to discuss strategies and options. REMEMBER, it is these type of cheap, bogus operators that got you into this pickle in the first pace – Learn the lesson and move on!!

3) they are advertising on Adwords that they can get you out of the penguin and panda penalty – these are the worst kind of crooks and will usually just take your initial payment and do a runner. You will have no course of action as they are based overseas.

To really get out of these types of penalties, ideally you need to be working with a company that you can PHYSICALLY VISIT and discuss a long term strategy not only for your immediate ranking recovery, but also for your POST search engine optimisation. That’s right. Once you are back you are going to need a good team ( this time) to handle your SEO – not a bunch of hoons who are out for a quick buck!