While its easy to rank well in a search for your company name, the same can’t be said for other phrases. Competition in the industry is fierce, and unless you already have a good online reputation, your listing won’t appear on page one of search results. You need SEO.

SEO is the task of modelling the words in a web page so that it encapsulates their meaning.

Assume you want to rank well for the term “home addition architect Sydney”. You need a web page dedicated to this very subject, with the words well-represented in all aspects of the page:

  • url
  • browser title bar
  • page headings
  • page body copy
  • image captions

Upon indexing the page, Google needs to come away with the understanding that the page is indeed about a “Sydney architect who does home additions”.

This can cramp your style, but is unavoidable.