SEO is the process of ranking a website organically in the search results. SEO is also known as Search Engine Optimisation and includes link building, content and on-page and off-page optimisation.
Are you looking for an affordable SEO company in Auckland to help with your digital marketing?
Finding a reliable and trusted agency can be time-consuming, frustrating, and expensive if you get it wrong. At Search Republic, we have years of experience optimising businesses to appear high in Google and Bing search results.
Clients consider us experts at local optimisation, and our results speak for themselves. Below is a comprehensive guide to help optimise your website, so it can deliver more traffic, leads and conversions.
Do you make these common mistakes?
- You don’t have enough unique content on each page. The content must answer the user’s query, which is the purpose of the page.
- Your title tags don’t clearly explain what the page is about. Ideally, include the main keywords (one that best describes the purpose of the page and is frequently searched) in the meta title tag.
- You don’t have enough third-party websites linking to your website. Ideally, these sites should be related to your industry and authoritative.
What to look for when hiring a search engine optimisation company
Choosing an agency based near you is beneficial because:
- You can meet with them at their offices to check they’re a legitimate company.
- Communication is generally faster and easier.
- Logistics are easier. Hours of time can be saved if your supplier can visit your premises to discuss technical issues with developers.
- It’s easier to check if the company knows the market, industry environment, and what your competitors are doing.
- Ask them about their management processes and how they’ll run your account.
What type of service do you need?
Below is a list of common optimisation strategies used to increase your website’s organic rankings and traffic when undertaking search engine marketing.
A world-leading marketing agency worth their weight in gold should offer these types of services.
Keyword theming and research
Ensuring each page targets one primary theme that delivers traffic and conversions and answers the user’s search query.
Ensuring that crucial page elements, such as title tags, meta descriptions, and internal links are optimised with the right keywords to theme the page.
Google loves quality content, so it’s important your site has unique, targeted content that answers the questions that visitors are searching for.
Also known as NAP (name, address and phone number), these are mentions on the internet of your company’s contact details.
Local and regional links
Helpful backlinks pointing from relevant, authoritative domains and local New Zealand sites to your website
Working with your web developers and designers
Giving advice about technical/indexing issues and about organic traffic during design reskins or site migrations.
How much does search engine optimisation cost?
Can cheap providers deliver quality work?
The price of SEO varies depending on the experience of the supplier, where they’re located, and what types of work they undertake for you.
Below is a breakdown of the various costs associated with on-page and off-page optimisation.
Local SEO can be time-consuming. It generally involves on-page optimisation and a full website audit of existing online citations. This is where the name, address and phone number (NAP) is mentioned on various websites. These NAP details must be kept consistent across all online citations – for example, on business directory listings. The cost depends on how many local business directories your website is listed on. Larger agencies will often charge more, whilst experienced, but small, one-man-band agencies can start at lower prices. Local optimisation is growing in popularity as Google continues to improve the quality of local search results. Helping your business rank in the local business listing pack usually leads to significant increases in traffic, calls and leads – which is well worth the investment!
On-page optimisation is the process of updating on-page elements on your website’s pages to help search engines understand what the content is about. For your business to rank high in the search results, Google must determine that the content on your web page is the most relevant to a user’s search query. To do this, Google and other search engines look at a combination of on-page elements to give it signals of the pages’ topic and relevance. Some of these include title tags, heading structure, descriptive image text for screenreaders (known as ALT text), and most importantly, keyword usage within the main body content. The cost of on-page optimisation is generally more than local SEO because it’s more complicated. E-commerce sites and websites with hundreds of thousands of pages generally cost more for obvious reasons. It’s important that if your website has lost traffic or is large, that you engage with an expert who is experienced optimising large websites. A mistake can cost your business hundreds of thousands of dollars! If you already use a digital marketing agency, grill them on their knowledge of search engine marketing.
Off-page search engine optimisation (link building)
Off-page optimisation is the process of building quality backlinks to a website – or removing them in the case of a penalty. There are hundreds of different ways backlinks can be built, however, the most important aspect to link building is ensuring they’re natural, and from reputable, relevant websites. In April 2012, Google released an algorithm update called Penguin that identified and punished websites that were trying to manipulate the search results by building questionable links. These link building tactics and generally automated and cheap to buy. They can sometimes help increase your rankings but is a short-term strategy. Eventually, Google’s algorithms will identify low-quality backlinks pointing to your site, and remove them from the search results.
Legitimate link building is the process of earning high-quality links back to your website. The more authoritative and relevant the site linking back, the more value it has.
It’s important to ask the company you’re working with exactly how they build backlinks.
Here are a few examples of how our Search Republic specialists have improved website linking for our partners:
- Local citations – backlinks from high-quality business directories or industry-relevant directories.
- Finding broken links on linking partner sites, or error pages on the client’s site.
- Backlinks from the client’s partners, suppliers or customers.
- Creating and publishing amazing, unique, shareable, quality content on the client’s website
- Working with your web developers to interlink to priority pages within the site to build authority
The first step in a link-building process is to assess existing backlinks, where the site currently ranks, and the type of backlinks linking to the best-performing competitors.
A website could have the best content in the world, but without quality backlinks, it will never receive any traffic.
Comparing New Zealand providers – How to find a company that knows what they’re doing
When choosing a company to start work on your website, it’s important you undertake due diligence before hiring them. Visit their website to check their physical location. Are their offices based in New Zealand? Navigate through the website – does it look professional? Do they provide details about their optimisation process and past results? They should. A good company will list testimonials of NZ customers. Do they have an active blog? Are they thought leaders in search engine optimisation? Do they write articles that provide useful insights that are relevant to New Zealand businesses, and explain this in basic terms?
Once you confirm they have a good online presence, search for online testimonials or reviews from their SEO clients. Although these can be easily purchased from India or developing countries, review each comment to ensure its authenticity. Does a local company based in Auckland have 50 five star reviews, all placed within days of each other? This is suspicious – it’s highly unlikely that a company will have this many reviews, and it’s very unlikely reviews will be placed around the same time. If you see this, remove this company from your consideration immediately.
Once you’re comfortable a service provider is legitimate, ask to interview them over the phone, Skype or meet in person. If you can, meet at their premises so you can ascertain how big they are, and confirm they’re not working from their mother’s basement! You’re putting the health and reputation of your business in this person’s hands. SEO performed poorly or against search engine terms and conditions (known as “black-hat” SEO) can lead to penalties and a significant drop in website traffic. It can take months or even years to recover from poor optimisation. Don’t take the risk! When you meet with them, ask the following questions:
Questions to ask a company offering SEO in New Zealand:
- How long have you been practising for?
- Can you name some of your current and past clients?
- Can you walk me through your auditing/optimisation process for a page?
- When can I expect to see results?
- Can you guarantee #1 position for generic terms if we were to choose you as our provider? (The answer should never be a firm Yes)
- How do you build backlinks?
Searching for an optimisation specialist
If you can’t find a company located in the vicinity of your business, consider looking at an Auckland-based SEO company. Due to the size and concentration of local businesses, Auckland has New Zealand’s largest number of agencies. With today’s technology, interviews and meetings can be held over video calls or the phone, but we recommend meeting with agencies in person – if it’s safe to do so in 2022 lockdown conditions. Visit their offices and talk with the people who will undertake the optimisation of your site.
The Central Auckland Business District is a 30-45 minute drive from the domestic airport, depending on traffic. Either fly in early, or after 9 AM to avoid the traffic. Transport options vary from the Auckland Transport bus network that runs to the CBD to local rental car companies, Uber and taxis. If you’re organised, you could meet with three to four different companies, and be back in time for a 6 PM flight. If you don’t feel like driving around, consider booking a meeting room at a shared business centre, and ask each agency to come to you. They’re trying to win your business and shouldn’t have a problem accommodating your request.
Should you invest in SEO, or focus on other marketing activities?
There is no right or wrong answer here. It really depends on your industry, and your current SEO and marketing situation. You may find it’s more cost-effective, scalable and profitable to focus your effort and money on Google Adwords and other paid search traffic sources or PR. A good company will tell you this honestly, and guide you to the solution that is best for your company. Search engine optimisation can be a great strategy; not only for driving leads and sales but for raising awareness of your brand. This can be achieved through a well-researched and executed content marketing strategy. The key is to assess the market potential and to understand how much investment is needed to see results. A new website will require more investment and time to see the returns, whereas an aged website with lots of content could see a significant increase in traffic and conversion if optimisation was performed. Consider the following before making a decision:
- How old is your website?– If it’s new, more investment is required
- Have you had negative results with social media marketing? Do you need help with online reputation management because you have bad reviews in Google’s search results?
- Can your web designers assist with uploading SEO recommendations? Will you require some extra budget for your agency to upload directly to the CMS?
- How competitive is your industry? – An industry that is highly competitive will require higher levels of investment
- How much organic traffic does your site currently receive?– If your site already receives a reasonable amount of organic traffic, website optimisation will probably help increase visit and conversion numbers further
- Do you need results immediately?– SEO takes time. Expect to invest for a minimum of three to six months minimum before seeing results
- Do you have sufficient budgets to invest?– You pay for what you get. Don’t buy cheap services – only use reputable providers.
- Are you investing in paid search? – Google Adwords is a great source to identify high-value, high-converting keywords to optimise your website toward to help it rank in Google’s search results.
- Has a previous digital marketing agency undertaken a website audit for your site? Did they specialise in search engine optimisation or were primarily focused on website design and UX?
About Search Republic – Why should you trust us with your SEO?
With years of experience in the team, we have the expertise to help any website improve its organic rankings. We have owned and optimised over 3,500 websites, each generating millions in online revenue.
We’ve helped websites across dozens of different industries to gain organic rankings in Google for terms that are valuable and convert for the business.
We hope you enjoyed reading our guide!
Contact our team for a no-obligation chat to learn how to improve your online presence using a sound online marketing strategy.
If you want to rank for keywords related to your product or service, please get in touch today. We’d love to see where we could help you.
We’re one of the leading companies offering SEO in Auckland – see what our clients have to say about our work here.