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A lot of the time the main question that can get lost on people is, how does search engine optimisation actually work?

To answer this question, many people will seek out experts, read a book, or Google the answer. The hardest part about finding the information is getting it to make sense.

So, let’s start with the basics. SEO stands for Search Engine Optimisation, it is the process of using multiple tactics and techniques to help a website or a piece of content rank highly on Google.

SEO is a digital marketing strategy, however it differs from paid advertising services like Google Ads, Facebook Ads, or Twitter Ads, because it involves an organic ranking over a paid ranking.

Any SEO company in Melbourne knows the importance of having a high organic ranking.

Organic ranking means you aren’t paying to be in that particular spot on a given search engine. You are using those techniques, and good SEO friendly content to be there.

Overall, what this all alludes to is the fact that you need to optimise webpage content so that search engines, like bing, safari, or Google, show it as close to page 1 as possible for given search words.

Castle Jackson is an SEO company in Melbourne that specialises in getting your website and your content singing on Google, by employing the techniques we will explain below. If you want to have a chat to understand search engine optimisation more deeply, feel free to give us a call or email us today. With that said, let’s get into it.


So, what do you have to know about when approaching the mammoth understanding of SEO? It is that there are two very important elements that need to be done well in order to get some great organic rankings. Today we will cover one of them.


ON Page SEO involves a few different factors that we will explore.

Website Loading Speed

Your site’s speed on the internet is super important, it is basically the time between someone clicking on a link that takes them to your site, and your site appearing properly on your desktop, mobile, or tablet.

Recent studies have outlined that a delay of one second in a page’s response, meaning it’s load time, results in a 7% reduction in conversions.
What this translates to is a slow website = less conversions. Optimising images, plugins and doing an overall check of material on your website can assist in getting your speeds up.

Having good website hosting is also a necessity when it comes to your site’s speed, and making sure that you remove any unused plugins and updating your site regularly are all necessary tasks that will instantly improve your site’s speed.

  • TAGS: Meta Tags, Title tags, Alt Tags, Tag you’re it!

Tags are an essential part of ON Page SEO, updating these with the relevant keywords you wish to rank for is a big help in improving your website’s visibility and organic ranking, there are two kinds of tags you should keep a close eye on.

Title Tags define the title of you web page or content. They display little previews of your web pages on search engines, and when creating title tags, you should be keeping them to 50-60 characters. If you exceed past 60, then Google will only show the 60, and will add a ‘…’ for people to read more.

Meta Descriptions are the grey text underneath the blue writing on a Google search.

Google uses meta descriptions to gauge the topic that your site is writing about, and it uses it as well to know who the intended audience is that they are sending the page to. The key with a meta description is keeping it at no more than 160 characters.

A technique as keyword stuffing used to be used in this section of a website, but now, putting in a bunch of those keywords will actually work against you, as 160 characters, put simply, isn’t enough to put enough in.
Lastly, never duplicate your title tags, or your meta description, as this will result in a poor ranking from Google.

  • Create original and effective content

Content is the mainstay of ON Page SEO. Having not just content, but effective, engaging and interesting content is going to be your best friend.
Content that uses specific keyword phrase components that include long tail anchor words is key to this.

Long tail keywords involve very specific keywords being used that would lead someone who is searching urgently for answers will find them. Having these specific keyword phrases is important for you to have. This is important because Google will rank your content highly if someone searches these longtail keywords.

Content that will get you clicks needs to be practical, valuable, interesting, well-written, solves a user’s problem, and is optimised for a high-volume keyword.

Duplicating content was once a way for people to cheat, however in recent times, Google’s Algorithm has been able to find duplicate content, and punish the websites that use it.

Last thing you have to understand about content is that it needs to have the user in mind, if you are creating content because you have to because an article about ON Page SEO told you to, then you may be doing the content for the wrong reason.

It is important that your content thinks about the person that would be reading it. For instance this article is geared toward people that work in digital marketing, but is intended for business owners trying to get a handle on what in the world SEO is all about.

  • Optimised for mobile

That’s right since April of 2015 Google has made it compulsory for site owners to consider the mobile demographic. The update affected over 40% of Fortune 500 companies.

What this means is that websites with a responsive design, and were mobile friendly were able to adapt quickly and bump their search traffic, whereas companies who didn’t take the update seriously saw their organic traffic plummet.

The moral of the story is to make sure that you are looking at what the major search engines are doing, and making sure that you are following suit.


What we understand from SEO is that it can be split into two important aspects, On Page and Off Page SEO. Today we covered ON Page and how we can improve our ON Page rankings.

By getting site speed as quick as possible, you can ensure to keep your conversions to benchmark and grow from there, if it’s slow, then you will see a drop. It is important to keep your site updated, and optimised constantly.

The other thing to bear in mind is tagging. It is a bit of a backend of your website area to tackle, and an SEO company in Melbourne would be better equipped to tackle this than the average business owner that isn’t too tech savvy, but that’s what experts are for.

If you go on to work on your ON-Page elements, be sure to do some good content. Content is king, and it is never going to change so long as people exist. Making sure that your content is original and most importantly valuable to the end user, then you’ll do great.

Finally, making sure that you have a responsive website design, and a mobile friendly site is something that Google, and it’s users value highly. Make sure that you keep all of your content on your desktop view, but you don’t skimp on the layout and structure of that same content on the mobile view. Doing so can easily boost your ranking in comparison to neglecting it.

If you wish to learn more about SEO and its elements, be sure to touch base with Castle Jackson today