Search Engine Optimisation

SEO Brisbane

Search engines have grown to dominate the online advertising market, with a large majority of consumers trusting search results to inform their purchasing decisions. This means a website that isn’t optimised may already be losing ground to a competitor who is.

With more and more players entering the game, SEO is the booster you need to climb the search rankings – and Search Factory | iProspect is the Brisbane SEO team to take you there.

Some of Our Success Stories in SEO:

What is SEO?

SEO has long been a core part of digital marketing. Processes have changed as search engine algorithms have evolved, but optimising a website so search engines (and more importantly, users) can access and understand it is a strategy that still works.

All good things take time, and it’s important to remember that SEO is a long-term strategy. While it would be nice to see results overnight, we can’t promise that. What we can guarantee, though, is a best-practice SEO strategy that will add lasting value to your website and business.

Still not sold? Here are some of the benefits SEO can bring to your business:

  • Cost-effective marketing – Unlike other avenues that require constant investment to stay visible, such as social media and PPC (Pay Per Click) advertising, SEO helps potential customers find you with fewer ongoing costs.
  • Access to valuable data – SEO offers you valuable keyword data that can help you understand what your customers want from your business and how this can be applied to your online and offline strategies.
  • Increased credibility – It’s simple: the lower you are in the search rankings, the less trustworthy you seem to a potential customer. A good SEO strategy will help your brand’s visibility and credibility by ranking for relevant keywords.
  • Your competitors are already doing it – More and more companies are prioritising digital marketing over traditional advertising spend, so it’s important to stay ahead of the game with a top-notch SEO strategy.

Why Choose Us for SEO?

We don’t believe that one size fits all.

From startup to enterprise level in both niche and highly competitive markets, Search Factory has years of experience achieving results for a wide variety of clients in Brisbane and beyond. Our ability to adapt to almost any situation stems from our belief that each campaign plan should be as unique as the company it represents, which is also why we individually assess and quote each job. This means your site won’t get bogged down by an ineffective ‘cookie cutter’ approach to SEO – we know what the search engines want, and we will help you get there.

One Dedicated SEO Manager

One Dedicated SEO Manager

Your business will be assigned one dedicated SEO manager who will be responsible for the overall management of your account, including delegation of tasks and regular reporting on performance. One of the best things about working with an agency is having a team of experts working on your account, but you don’t have to worry about constantly emailing multiple people – your SEO manager will consolidate all communication between the team and you to make sure you enjoy a positive experience.

Total Transparency

Total Transparency

At Search Factory, we pride ourselves on our exceptional customer service, and this includes making sure that every one of our clients knows what’s going on with their campaign at any given time. We guarantee you will receive regular communication from your SEO manager throughout the campaign, as well as getting your reports in a timely matter every month. What’s more, your reports will actually be easy to read – we clearly highlight your wins, losses, goals, and how we intend to continually improve results.

Data Driven Insights

Data-Driven Insights

Because we tailor-make each campaign, the Search Factory team is able to analyse your site’s performance and provide you with invaluable insight to help inform your future plans.

100% Accountability

100% Accountability

Upon assessment of your site, you will receive a structured campaign plan from your SEO manager. We will be held accountable to this plan throughout the duration of your campaign. We also do everything in-house to ensure you only receive a service of the highest quality.

Proven Performance

Proven Performance

To put it bluntly, we’re good at what we do and we have the data to prove it. Still need convincing? Have a look at our case studies to read about the value we bring to our clients.

An Expert Team

An Expert Team

The SEO managers at Search Factory are experienced professionals, friendly people, and based in Brisbane. We live and breathe search and all things digital, so you can be confident that you’re leaving your website in capable hands. Not only that – we’re all about expanding our knowledge whenever possible through training and workshops.

What’s Included in This Service?

Although each campaign plan is different, there are a number of key deliverables you will receive as part of our SEO services. These are the building blocks of a superior SEO strategy.

Keyword Research

Keyword research is one of the most important activities of SEO. Using a variety of tools, we identify what users are searching for most and establish which terms or phrases we will target with your site’s campaign plan. This research gives us – and you – insight into what your customers want and allows us to optimise certain pages from your site so they rank higher for the targeted keywords.

From there, we can then apply this knowledge to recommendations for new content opportunities on your site. All in all, keyword research conducted by our SEO experts not only gets more people looking at your site – it gets the right people looking at your site.

Technical SEO Audit

A technical SEO audit is one of the first things we will do with your site. This is an extensive process where we determine which elements are damaging your site’s organic visibility and performance. It requires a deep level of technical knowledge, as well as the right tools to uncover all of the issues holding your site back. We do much more than just uncover the issues, though – you will receive a report with an in-depth analysis of how we can resolve these issues and our recommendations to help drive the organic performance of your site.

Google Penalty Review

If your site has been penalised by Google, we will analyse the structure and content of your website to find the source of the issue. We will utilise Google Search Console to see if Google has messaged you about a penalty, and we will take their recommendations on board to fix the issue at hand. The cause may be due to ‘black hat’ SEO practices, such as keyword stuffing, hidden text, or dodgy link-building, so we will make onsite and offsite changes to fix the problem and remove the penalty.

Backlink Audit

Especially since Google’s Penguin update, incoming links from other domains is a key influence on how your site ranks on the SERPs (search engine results pages). As part of our SEO strategy, we use a variety of tools to compile a list of all the domains pointing towards your website. We then manually go through each domain and determine whether the link is passing value through to your site; if we believe a link is actually hurting your site, we will submit a disavow file to Google and prevent it from having a negative effect. This process requires specialist experience and a detailed knowledge to ensure the good links are sifted from the bad, and that’s where our SEO team can help.

Competitor Gap Analysis

After identifying your business’s main competitors, we will use this knowledge to find the strategic differences between your own brand and your competitors’. From there, we develop an achievable SEO goal and find opportunities in the market for you to advance your brand and presence. Each industry and business is different, but we will generally focus on keywords, social groups, backlink opportunities, and the memberships and associations that your competitors are targeting in order to find market trends and improve your rankings.

Site Architecture Review

A good site structure plays a vital role for both user experience and SEO. The way your site is structured determines how it is crawled and indexed by search engines, but it also affects the user experience and journey throughout the site. With continuous improvements in Google’s ranking algorithms, it has never been more important for your site to deliver a great user experience, as poor engagement across your site will almost certainly see it plummet below your competition on the SERPs.

Our SEO team will assess and make recommendations on your site to improve your site’s crawlability, develop a better internal link structure, determine a clear site hierarchy and improve onsite navigation. These are just some of the fundamental factors that can help boost your site’s overall SEO performance.

Onsite Campaign Planning

Your SEO manager will start by analysing the current state of your website and working out how it can be improved. From there, we will work closely with you to determine exactly what you want to achieve from the campaign and create a custom SEO strategy that incorporates both onsite and offsite factors. For instance, we may utilise our Content Marketing or Content Writing services to hit your individual SEO targets. Throughout the campaign, you will have full visibility of the activity undertaken each month – this transparency is just one of the reasons clients love working with Search Factory.

Google Analytics Review and Setup

Google Analytics is a valuable tool that allows us to analyse the behaviour of users on your site and determine how we can improve their experience. To start, we set up your Google Analytics account and link it to your site – if you already have Google Analytics, we can easily transfer the ownership of the account over to you. From there, we can track a range of different metrics in Google Analytics and interpret yearly or monthly trends, as well as any unusual traffic activity, to gain a comprehensive view of your business’s online performance. This is a key part of our SEO strategy as it allows us to easily interpret this data and transform it into useful reflections and recommendations for your business moving forward.

Google Search Console Review and Setup

A Google Search Console account is one of the first things we set up, as it’s a valuable tool that allows us to regularly monitor your site’s health and see how Google crawls, understands and indexes your site. If you prefer, we can then hand the ownership of the account over to you. From there, we use Google Search Console to discover where Google is running into issues crawling your site and optimise the structure so that the search engine can move through easily. For this process, it’s invaluable to have one of our SEO experts on board to help you review and interpret the data so you can apply it effectively in the future.

Amplification and Outreach Strategy

The backlinks that point to your website are a critical factor in determining how well you rank. Search engines use backlinks to find and index new web pages. They also see each backlink as a vote of confidence for your site, so acquiring quality and relevant links to your website helps to build authority and trust with search engines, resulting in higher rankings. There are many different tactics we employ to acquire backlinks, such as finding unlinked brand mentions, performing reverse image searches, analysing your competitors’ backlink profiles and more. Our team only uses ethical ‘white hat’ practices and closely analyses the quality of an external site before placing any links so that we’re sure it will add value to your website. We focus on earning links by producing a great piece of useful content that people actually want to read and link to – with the right distribution strategy, this has the potential to naturally acquire high-quality links.

Structured Content Strategy

Using keyword research and trend analysis, our SEO team will find relevant articles or topics that people are searching for. We then apply this knowledge to develop a structured content campaign, producing articles and other content for your business to engage consumers and target keywords. When planning this, we also consider whether people will want to share and repost a certain piece of content in the hope that it will benefit your backlink portfolio. It’s important that this is all planned in advance, as it means we are able to set KPIs and establish tangible objectives for your site’s SEO.

Ongoing Monitoring and Optimisation

Once we have implemented all of the major recommendations from our audits, we continue with ongoing monitoring and optimisation. Our monitoring activities include using tools such as Google Search Console to check for crawl errors, index status, manual actions or alerts and crawl errors. We also keep a close eye on your backlink profile to ensure it’s not being affected by any negative SEO from competitors.

Our ongoing optimisation efforts include checking new pages as they’re uploaded, ensuring meta data is optimised and targeting the best keywords for each web page. We’re also constantly checking for both internal and external duplicate content and interpreting data to make recommendations for new pages or content, which you receive at the end of the month in one neat, easy-to-read report.

Experimentation and Testing

Google is constantly rolling out new algorithm updates and features, as well as providing further insights into what webmasters should be trying to achieve with optimisation. We use a combination of leading third-party SEO tools and proprietary software to complete small- and large-scale experiments to validate the effectiveness of our strategies. This often involves experimenting with page content. We might try different mediums such as visual, video or interactive content instead of text, or shift around the content layout to optimise user engagement and search engine crawlability. We also look at short-form content against long-form content, and we provide you with insights into how your site can be improved in the rankings. In such a fast-paced industry, your SEO manager will help you stay at the forefront of innovation and, more importantly, get a leg up over your competitors.

Weekly and Monthly Reporting

One of the greatest strengths of the SEO industry is the wealth of data and insights available to those who invest in it. Occasionally, websites that aren’t measured on transactions and sales can be difficult to create objectives for, as these often have goals that are intangible and tied into overarching marketing or branding ideas. However, at Search Factory, we use high-tech data and analytics tools to refine these goals and observe this activity, resulting in tangible improvements each month. These measurements usually involve comparing weekly, monthly or yearly data to gauge rise and falls in engagement or interactions on a website. Ultimately, regardless of a website’s end goal, we can use the recent innovations in tracking software to measure success in a way that is meaningful and adds value to you.


SEO inspires many questions from our clients. We’ve answered the ones we get most often below, but we’d also love to hear from you if you have a unique query or challenge for us.

What is SEO?

Short for Search Engine Optimisation, SEO is the process of refining a website to help search engines better understand it and boost its position on the search engine results pages. This involves a variety of both on-site and off-site methods that drive traffic and improve a site’s organic visibility on the web.

How long does SEO take to work?

We’re not going to sugar-coat it: SEO does not happen overnight. SEO is a lengthy process that may take months to produce significant results. The timeline also depends on how contested the field is for the keywords you’re targeting – for example, something like ‘children’s furniture’ is guaranteed to have plenty of competitors who are also engaging in SEO tactics. This means it might be harder to climb the ranks for this compared to a more specific keyword such as ‘children’s red couch’. It’s important to remember that constantly changing algorithms and increasingly competitive rankings mean that SEO is an ongoing process, and there’s always room for improvement.

Are results guaranteed?

Search Factory specialises in providing our clients with exceptional results – we have proven time and time again that our tactics work, and you can see exactly how much value we bring to our clients on our case studies page.

Do you follow webmaster guidelines?

One word: yes. We only use ethical ‘white hat’ SEO practices to make sure we’re bringing as much value to your site as possible while avoiding unnecessary penalties.

Why is SEO not dead?

You may have heard this phrase thrown around quite a bit with many conflicting views. The truth is that people trust Google, and the vast majority of people use search engines to discover valuable information before making a purchase. Ethical SEO practices have worked for years, and they will still bring value for years to come.

Is negative SEO a legitimate threat?

Negative SEO is a tricky topic that involves the notion of a competitor purposely using ‘black hat’ techniques, such as building spammy or undesirable links to your site, in order to try and attract a penalty. While it is only a rare possibility, Google recommends closely monitoring your backlink profile and simply disavowing any links that may be detrimental to your site’s health.

Why should I avoid SEO guarantees?

Google has explicitly stated that ‘no one can guarantee a #1 ranking on Google’. So why would you trust an SEO provider who does? Rankings are fundamentally unstable due to the changing nature of search algorithms, so it’s impossible to predict exactly where your site might end up on the page, and good SEO agencies know this. This means whenever you do see guarantees for the #1 position or first page rankings, it’s likely the company is a scam and uses unethical ‘black hat’ SEO practices – possibly even leading to negative long-term results for your website.

Is duplicate content an issue?

Yes – when the same content appears on multiple different pages around the internet, search engines may find it difficult determining which version is the original and should be ranked as most relevant to a certain search query. Data indicates that this may negatively affect your site’s traffic and rankings as search engines will generally avoid showing multiple pieces of the same content.

Is it safe to buy backlinks?

Google clearly states that any links created with the intention of manipulating a site’s position on Google’s search results may be interpreted as violating the search engine’s best practices guidelines. This means that unnatural or purchased links may actually have a negative effect on your site’s rankings. The best approach is to simply create quality content that earns valuable backlinks and avoid companies that allow you to purchase large quantities of spammy links.

How is SEO changing?

The digital landscape is always changing and it’s difficult to predict exactly how SEO practices will develop over time with constantly evolving search algorithms. In recent years, we’ve seen a definite shift towards ideas of authenticity and earned credibility with the release of the Penguin and Panda algorithm updates, as well as a definite focus on mobile compatibility. This means many SEO tactics that were totally acceptable a couple of years ago are now against Google’s guidelines, so we can only predict that search engines will continue to concentrate on rewarding high-quality content and ‘white hat’ SEO practices in the future.

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