SEO guides
Practical SEO guides for Australian businesses. Each one answers the question first, then shows the detail, and every claim about how Google works links to Google's own documentation.
Start here
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Ecommerce SEO guide for Australian online stores
Ecommerce SEO is the work of getting an online store's category and product pages to rank in Google for the searches shoppers make. Unlike SEO for a service business, most of it happens at template level: deciding which of the store's many URLs Google should crawl and index, then improving the category and product templates that thousands of pages share.
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Generative engine optimisation (GEO) and AI search optimisation
Generative engine optimisation (GEO, or generative engine optimization), also called AI search optimisation, is making your pages likely to be found and cited when AI search tools such as Google's AI Overviews and AI Mode, ChatGPT search and Perplexity write an answer. Google says there are no special requirements: a page needs to be indexed and eligible for a snippet. Beyond that, pages with clear claims, sources, quotations and data are easier to cite, and each AI search tool's crawler must be allowed to reach them.
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Technical SEO guide and checklist
Technical SEO is the work that lets search engines crawl, render and index your pages: the site's structure, status codes, robots rules, canonical tags, sitemaps, JavaScript rendering, speed and mobile layout. It doesn't make a page relevant to a search, but if it fails, nothing else on the page gets a chance to rank.
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SEO glossary
What search engine optimisation is, and the terms you'll hear from an agency, defined plainly.
AI search guides
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Answer engine optimisation (AEO) for featured snippets and voice
AEO is about being the single answer: the box at the top of the results, the expanded question, the sentence a voice assistant reads out. You can't mark a page up to win it, but you can write pages that deserve it.
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LLM SEO and how AI models find and describe your business
Language models learn about a business in two different ways, and each is controlled differently. Most LLM SEO advice mixes them up.
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Semantic SEO guide to entities, intent and topic coverage
Google stopped matching pages to keywords word for word a long time ago. Semantic SEO is writing and structuring a site for how it actually reads meaning.
Content guides
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How to choose the best SEO agency in Australia
There is no independent ranking of Australian SEO agencies. There is a reliable way to tell a good one from a bad one, and it takes about an hour.
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The best SEO plugin for WordPress, compared
Most plugin comparisons are written by someone earning a commission on the winner. This one has no affiliate links and compares what each free version actually includes.
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What is a content audit, and how do you run one?
Most sites have more pages than they need and fewer good ones than they think. An audit tells you which is which, page by page.
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SEO content strategy
Most content strategies are publishing schedules. A useful one decides which searches deserve a page, which page each one belongs to, and what not to write at all.
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SEO reporting that shows whether SEO is working
Most SEO reports are designed to look busy. A useful one answers a single question: is search bringing in more of the enquiries or sales you want?
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SEO optimisation for WordPress, step by step
WordPress is a good platform for SEO with a few defaults that quietly work against you. Most WordPress SEO is finding and fixing those.
Technical guides
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Core Web Vitals explained
Three metrics, one of which usually matters on your site and two of which usually don't. Knowing which is which saves a great deal of development budget.
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How do backlinks work?
Links still matter, and most of what is written about them is either out of date or written by someone selling them. This is what Google actually says.
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Mobile SEO guide
Google indexes the mobile version of your site. Most mobile SEO problems come from the mobile version quietly having less on it than the desktop one.
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SEO competitor research and analysis
Most competitor analysis compares domains. The useful kind compares the specific page you would have to beat for a specific search, and asks whether you can.
Ecommerce guides
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Ecommerce SEO checklist, in order of impact
Most ecommerce SEO checklists are a flat list of thirty things with no order. This one is ordered by impact, and every item says how to check it.
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Ecommerce site migration SEO checklist
Most of the SEO damage from replatforming a store is done before launch, in decisions nobody realised were SEO decisions. This is the order to do it in.
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SEO for Shopify, working within the platform
Shopify takes care of more SEO than most platforms and locks down more than most too. Good Shopify SEO is knowing which is which.
Related
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