by The Computing Australia Group | SEO Factors That
Drive Rankings
Search engine optimisation, commonly known as SEO, is one of the most important foundations of online business growth. A well-optimised website helps search engines understand your content, improves your chances of appearing in relevant search results, and makes it easier for potential customers to find your business when they need your products or services.
SEO is not a one-time task. Search behaviour changes, Google’s systems evolve, competitors improve their websites, and customer expectations continue to rise. A website that performed well several years ago may now need updates to its content, technical structure, page speed, mobile experience, local signals and overall quality.
For businesses in Perth and across Australia, SEO is especially important because customers often begin their buying journey online. Whether they are looking for IT support, web development, cyber security services, managed hosting, software development or local business solutions, they usually compare providers through Google before making contact. If your website does not appear for the right searches, your competitors are likely receiving those enquiries instead.
This guide explains the key factors that impact your site SEO and how you can improve your website’s visibility, usability and search performance.
Why SEO Is Essential for Your Website
SEO helps your website attract organic traffic. Organic traffic refers to visitors who find your website through unpaid search results. Unlike paid advertising, which stops producing traffic when the budget runs out, strong SEO can continue bringing qualified visitors to your website over time.
A good SEO strategy helps your business:
- Increase visibility in Google Search.
- Reach people who are already looking for your services.
- Improve website traffic quality.
- Build credibility and trust.
- Generate more enquiries and sales.
- Reduce long-term dependence on paid advertising.
- Improve user experience across desktop and mobile devices.
Search engines aim to show users the most relevant and helpful results. That means SEO is no longer just about adding keywords to a page. Modern SEO is about creating useful content, building a technically strong website, offering a good user experience, demonstrating business credibility and making it easy for search engines to crawl, index and understand your pages.
How Search Rankings Work
When someone searches on Google, the search engine does not scan the entire internet in real time. Instead, Google uses automated bots to discover web pages, analyse their content and store information about those pages in its index.
This process generally involves three key stages:
Crawling
Crawling is the process where search engine bots visit web pages. These bots follow links, read page content, check website structure and discover new or updated pages. If your website cannot be crawled properly, Google may struggle to find and understand your content.
Indexing
Indexing is the process where Google stores information about the pages it has discovered. A page must be indexable before it can appear in search results. Technical issues, duplicate content, blocked pages or poor-quality content can prevent pages from being indexed correctly.
Ranking
Ranking is the process where Google decides which pages are most relevant and useful for a particular search query. Ranking depends on many factors, including content relevance, page quality, user experience, website authority, search intent, mobile usability, technical health and location signals.
The goal of SEO is to make your website easier to crawl, easier to understand, more useful to visitors and more competitive in search results.
1. A Crawlable, Secure and Accessible Website
HTTPS is now a standard expectation for modern websites. It protects data exchanged between the browser and the website, supports user trust and prevents browsers from displaying “Not Secure” warnings. Any business website still using HTTP should upgrade to HTTPS as a priority.
Accessibility is also important. Your website should be usable by people with different devices, screen sizes and accessibility needs. Clear navigation, readable fonts, proper heading structure, descriptive image alt text and logical page layouts improve both user experience and SEO.
- A clean URL structure.
- An XML sitemap.
- A correctly configured robots.txt file.
- Working internal links.
- Fast and reliable hosting.
- HTTPS security.
- No accidental noindex tags on important pages.
- Pages that load properly on mobile and desktop.
- Accessible navigation for users and crawlers.
Before anything else, your website must be accessible to both users and search engines. If Google cannot access your pages, your content will not perform well in search.
A search-friendly website should include:
2. Keyword Research and Search Intent
Keywords still matter, but modern SEO is not about repeating the same phrase as many times as possible. Search engines are much better at understanding context, meaning and natural language. That means your keyword strategy should focus on the user’s intent.
Search intent is the reason behind a search. For example, someone searching “what is SEO” is likely looking for information. Someone searching “SEO company Perth” is more likely looking for a service provider. Someone searching “SEO audit pricing” may be closer to making an enquiry.
Common types of search intent include:
- Informational: The user wants to learn something.
- Navigational: The user wants to find a specific website or brand.
- Commercial: The user is comparing options before buying.
- Transactional: The user is ready to take action.
Good keyword research should include short keywords, long-tail keywords, location-based keywords and question-based searches. Long-tail keywords are usually more specific and often less competitive. They can also attract visitors who are closer to making a decision.
For example, instead of only targeting “SEO”, a Perth business may target phrases such as:
- SEO services Perth.
- Technical SEO audit Perth.
- Local SEO for small business.
- Website SEO ranking factors.
- How to improve Google rankings.
- SEO company for local businesses.
The best SEO content naturally covers the topic in depth rather than forcing keywords into every sentence.
3. High-Quality, Helpful Content
Content quality is one of the strongest foundations of SEO. Search engines want to show users content that is helpful, accurate, relevant and trustworthy.
A high-quality page should:
- Answer the user’s question clearly.
- Provide original value.
- Be written for people first.
- Use clear headings and logical structure.
- Avoid thin or duplicate content.
- Include practical examples.
- Be updated when information changes.
- Match the intent of the target keyword.
- Guide the user towards the next useful action.
Longer content can perform well when it provides genuine value, but word count alone does not guarantee rankings. A 2,000-word article that is vague, repetitive or outdated will not outperform a shorter page that answers the query better.
Your content should be comprehensive without being bloated. Use introductions, subheadings, bullet points, examples, summaries and FAQs to make the page easier to read. Visitors should be able to scan the article quickly and still understand the main points.
For service-based businesses, content should also demonstrate expertise. Include real business knowledge, practical advice, local context, case studies, industry experience and clear explanations. This helps build trust with both users and search engines.
4. On-Page SEO Optimisation
On-page SEO refers to the elements you optimise directly on a webpage. These elements help search engines understand the page and encourage users to click through from search results.
Important on-page elements include:
Page Title
The page title is one of the most important on-page SEO elements. It should clearly describe the page and include the primary keyword where appropriate. It should also be written in a way that encourages users to click.
Example: Key Factors That Impact Your Site SEO | SEO Guide for Businesses
Meta Description
The meta description does not directly guarantee rankings, but it can influence click-through rate. It should summarise the page clearly, include the main keyword naturally and give users a reason to visit.
Headings
Headings help organise your content. The H1 should usually be the main page title. H2s and H3s should break the content into logical sections. This improves readability and helps search engines understand the structure of the page.
URLs
SEO-friendly URLs should be short, descriptive and easy to read. Avoid long strings of numbers or unnecessary words.
Example:
/key-factors-impact-site-seo/
Image Alt Text
Alt text describes images for search engines and accessibility tools. It should explain what the image shows, not simply stuff in keywords.
Internal Links
Internal links connect related pages on your website. They help users explore more content and help search engines understand the relationship between your pages.
5. Mobile Optimisation
Mobile optimisation is essential because many users search from smartphones. A website that looks good on desktop but is difficult to use on mobile will lose visitors and enquiries.
A mobile-friendly website should have:
- Responsive design.
- Fast mobile loading speed.
- Easy-to-tap buttons.
- Readable text without zooming.
- Simple navigation.
- Forms that work well on small screens.
- No intrusive pop-ups that block content.
- Content that fits naturally on the screen.
Mobile experience is especially important for local businesses. People searching from mobile devices often want quick answers, directions, phone numbers, service details or booking options. If your site makes these actions difficult, users may leave and contact a competitor instead.
6. Page Speed and Core Web Vitals
Page speed affects user experience and can influence SEO performance. Visitors expect pages to load quickly. If your site is slow, users may leave before they even see your content.
Core Web Vitals are performance metrics that measure real-world user experience. They focus on loading performance, interactivity and visual stability.
To improve page speed, you should:
- Compress and resize images.
- Use modern image formats where suitable.
- Reduce unnecessary plugins.
- Minimise unused CSS and JavaScript.
- Use reliable hosting.
- Enable browser caching.
- Use a content delivery network where appropriate.
- Avoid heavy scripts that slow down pages.
- Test pages regularly with performance tools.
For WordPress websites, page speed issues often come from oversized images, bloated themes, too many plugins and poor hosting. A technical audit can identify these problems and help prioritise fixes.
7. User Experience and Engagement
SEO and user experience are closely connected. Search engines want to reward pages that satisfy users. If people land on your website and quickly leave because the page is confusing, slow or unhelpful, that is a sign the page may not be meeting expectations.
Good user experience includes:
- Clear navigation.
- Fast loading pages.
- Helpful content.
- Strong calls to action.
- Easy contact options.
- Professional design.
- Consistent branding.
- Clear service information.
- Trust signals such as reviews, case studies and certifications.
1. What is this page about?
2. Why should the visitor trust your business?
3. What should the visitor do next?
8. Image Optimisation
For example, an image file called seo-audit-dashboard-perth-business.jpg is more descriptive than IMG_2045.jpg.
Images can also support rankings in Google Images and improve engagement on blog posts. For local businesses, original images of your team, office, projects or service process can build more trust than generic graphics.
- Using descriptive file names.
- Adding useful alt text.
- Compressing images before upload.
- Choosing the correct image dimensions.
- Using modern formats where suitable.
- Placing images near relevant text.
- Avoiding generic stock images where possible.
Images can also support rankings in Google Images and improve engagement on blog posts. For local businesses, original images of your team, office, projects or service process can build more trust than generic graphics.
9. Internal Linking
Internal linking is one of the most underused SEO opportunities. It helps search engines discover pages and understand which pages are most important on your site.
A strong internal linking strategy can:
- Pass authority between related pages.
- Help users find useful content.
- Improve crawlability.
- Support keyword relevance.
- Reduce orphan pages.
- Strengthen service pages through related blog content.
For example, a blog post about SEO ranking factors could link to pages about SEO services, website audits, web development, local SEO and Google Business Profile optimisation.
Use descriptive anchor text rather than vague phrases like “click here”. For example, “technical SEO audit” is more helpful than “read more”.
10. Backlinks and Authority
Backlinks are links from other websites to your website. They remain an important trust and authority signal, but quality matters far more than quantity.
A good backlink usually comes from a relevant, reputable website. Examples include industry directories, local business organisations, partner websites, news mentions, guest articles, professional associations and high-quality resources.
Avoid low-quality link schemes, spam directories and paid links that exist only to manipulate rankings. These can damage your website’s credibility.
Ways to earn better backlinks include:
- Publishing useful guides.
- Creating original research or checklists.
- Building local partnerships.
- Getting listed in reputable directories.
- Sharing case studies.
- Contributing expert commentary.
- Creating content that others want to reference.
Backlinks should be part of a broader authority-building strategy, not a shortcut.
11. Structured Data and Schema Markup
Structured data, also known as schema markup, helps search engines understand your content more clearly. It can also make your pages eligible for enhanced search features, depending on the type of content and Google’s current display rules.
Useful schema types for business websites may include:
- Organisation schema.
- Local Business schema.
- Article schema.
- Breadcrumb schema.
- Service schema.
- Review schema where appropriate.
- Video schema if the page includes videos.
Schema does not guarantee better rankings, but it can improve how search engines interpret your pages and may support richer search results.
It is important to use structured data honestly. Do not mark up content that is not visible on the page, and do not use misleading schema. Always test structured data after implementation.
12. Local SEO and Business Information
For businesses targeting a local area, local SEO is critical. Google needs to understand where your business is located, what services you provide and whether your business information is reliable.
Important local SEO elements include:
- A complete and verified Google Business Profile.
- Accurate business name, address and phone number.
- Consistent details across directories.
- Local landing pages where relevant.
- Customer reviews.
- Location-specific content.
- Local backlinks.
- Photos and updates on your business profile.
Your NAP details — name, address and phone number — should be consistent across your website, Google Business Profile, directories and social media profiles.
Reviews also support trust. Encourage satisfied customers to leave honest reviews, and respond professionally to both positive and negative feedback. Reviews can influence how potential customers perceive your business before they even visit your website.
13. Video Content
Video can improve engagement and make complex topics easier to understand. Many users prefer watching a short explanation before reading a long article or contacting a business.
Video can be used for:
- Service explanations.
- Product demonstrations.
- Client testimonials.
- Case studies.
- Team introductions.
- Frequently asked questions.
Embedding relevant video on service pages and blog posts can increase time on page and support a stronger content experience. Videos should have clear titles, descriptions, captions and supporting written content so search engines can understand the topic.
14. Freshness and Content Updates
SEO is not only about publishing new pages. Updating existing content can be one of the fastest ways to improve performance.
Older blog posts may contain outdated statistics, old terminology, broken links, missing schema, poor formatting or keywords that no longer match search behaviour. Refreshing these posts can make them more useful and competitive.
When updating content, check:
- Is the information still accurate?
- Are the keywords still relevant?
- Does the page match current search intent?
- Are there broken links?
- Can the headings be improved?
- Are there opportunities to add examples?
- Can images be compressed or updated?
- Does the page need a stronger CTA?
- Are there internal links to newer pages?
Content updates should be part of a regular SEO maintenance plan.
15. Real Business Trust Signals
Search engines and users both need reasons to trust your website. Real business information helps show that your organisation is legitimate, active and credible.
Trust signals include:
- Clear contact details.
- Physical address where relevant.
- About page.
- Team profiles.
- Client testimonials.
- Case studies.
- Certifications.
- Industry memberships.
- Privacy policy.
- Terms and conditions.
- Secure website.
- Professional email address.
- Clear service pages.
For service businesses, trust is often the difference between a visitor leaving and a visitor making an enquiry. Make sure your website clearly shows who you are, what you do, where you operate and why customers should choose you.
16. Measuring SEO Performance
You cannot improve what you do not measure. SEO performance should be tracked regularly using tools such as Google Search Console, Google Analytics and technical SEO audit platforms.
Important metrics include:
- Organic traffic.
- Keyword rankings.
- Click-through rate.
- Impressions.
- Indexed pages.
- Core Web Vitals.
- Conversions.
- Enquiry form submissions.
- Phone calls.
- Bounce rate.
- Top-performing pages.
- Pages losing traffic.
- Backlink growth.
- Local search visibility.
Rankings are important, but they are not the only measure of success. A page that ranks well but does not generate enquiries may need a better call to action, clearer service information or stronger trust signals.
17. Common SEO Mistakes to Avoid
Many businesses unintentionally limit their SEO performance through avoidable mistakes.
Common issues include:
- Publishing thin or duplicate content.
- Ignoring mobile usability.
- Using slow hosting.
- Uploading oversized images.
- Forgetting meta titles and descriptions.
- Targeting keywords that are too broad.
- Not matching search intent.
- Poor internal linking.
- Broken links.
- Missing Google Business Profile optimisation.
- No clear calls to action.
- Not tracking performance.
- Treating SEO as a one-off task.
- Local search visibility.
Final Thoughts
SEO is a long-term investment in your website’s visibility, credibility and lead generation. The most successful SEO strategies combine technical health, helpful content, strong user experience, local trust signals, quality links and ongoing measurement.
There is no single ranking factor that guarantees success. Instead, SEO works best when all parts of your website support the same goal: helping the right users find the right information and take the next step with your business.
If your website is not generating the traffic or enquiries you expect, it may be time for a detailed SEO audit. A professional review can identify technical issues, content gaps, keyword opportunities, local SEO weaknesses and practical improvements that can help your site perform better in search results.
The Computing Australia Group provides SEO, web development, hosting and digital support services for businesses looking to improve their online presence. Contact our team to discuss an SEO strategy tailored to your website, industry and business goals.
Jargon Buster
Crawling – It is the name given to the process by which Google search bots visit and analyse the content on a page. In simpler terms, crawling = visiting a site.
Index – The database where a crawler stores the data from the pages it has crawled.
Meta description – It is the description that gets displayed below the page link when it gets shown in the search results.
Canonical URLs – is an HTML element used to inform the search engines that the URL tagged by it is the master copy of the page
Search Intent – It is the reason for why users make a specific search query, e.g. – transactional, informational etc.
SERP – Search Engine Results Page (SERP) is the display page you see when you input any search term in the search engine. Typically, those are URLs to different websites matching your search query and Sponsored links(ads).
David Brown
FAQ
What are the most important SEO factors for a website?
The key SEO factors include quality content, mobile optimisation, page speed, keyword targeting, secure HTTPS, internal links, backlinks, user experience and accurate business information.
How long does SEO take to show results?
SEO usually takes a few months to show clear results, depending on your website’s current condition, competition, content quality and ongoing optimisation work.
Why is mobile optimisation important for SEO?
Most users browse on mobile devices, so Google prioritises websites that load quickly, display properly and are easy to use on smaller screens.
Do backlinks still matter for SEO?
Yes. High-quality backlinks from trusted and relevant websites can improve your site authority and support stronger search rankings.
How often should I update my website content for SEO?
You should review important pages and blog posts regularly to keep information accurate, improve keywords, fix broken links and add fresh, useful content.
