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Why should you hire us as your marketing consultant?

Advertise Everywhere

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Get Long Term ROI

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What our customers think of us:

We hired the team of itraffic to create and manage our overall social media presence. And we are feeling proud to say that they have delivered what they promised us in the beginning. Thank you for all your efforts.


Organic search engine traffic and sales have almost doubled since we started taking the assistance of itraffic’s SEO services. I trust them and their guaranteed results. Ben and his team’s work is highly commendable.


The dedication and commitment of Ben’s team have made stand where we are today. Our business is driving more and more traffic every day. All thanks go to itraffic. Well done.


Why should you hire us as your marketing consultant?


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Reason 1

The Basics of Search Engine Optimisation

In this chapter you will learn the following concepts:

What is SEO and why does it matter?
What is organic search result?
Difference between black hat and white hat SEO
Different Google updates from the beginning

We welcome you on this exciting journey!

The way business is done has transformed completely thanks to the internet revolution and Google. Now people search for the services and products they want online. The prospect of business now increasingly depends on how it fares in the search engine result page (SERP).

What is SEO?

SEO is the process of optimising a website based on the guidelines of search engines like Google and Bing. It includes optimising and improving all technical aspects of a website as well as content in order to please both search engine crawlers and users by offering them value.

But there is no single definition of search engine optimisation. Moz defines it as follows:

“It’s the method of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as ‘organic’) search engine results.

Search Engine Journal defines it in this manner:

“SEO is the process of optimising both website and content using the best processes led down by search engines in order to provide the best user experience and value to users so that your website appears at the most prominent position. It is a good combination of both technical and marketing.”

Why Is SEO Important for Businesses?

This question can be framed in a different way as well:

‘Should I hire an SEO company?’

Companies based in Sydney often ask this question.

Since SEO takes a longer time to show results, companies also ask, ‘Why should I wait for a long time to get results?’ There is also a related debate: what should you use—SEO or PPC?

The answer to all of the above questions is simple and straightforward: though traffic can be diverted to a website directly through search engine marketing and social media, those methods are more costly.

And the cost of paid marketing is constantly on the rise because of the increasing competition for premium keywords resulting in higher bidding price. The cost of generating leads is very high in search engine marketing.

While it certainly generates faster results, not every business can afford to bear the cost.

Therefore, SEO is not a matter of choice but a necessity if your business depends on the internet search. Not being in the top 3 or 5 search results means you are losing customers every time a user performs a search.

Users also perceive organic search results as being more trustworthy. The CTR of paid results is not very high in the US and other developed countries such as Canada, UK, and Australia, with only ~2.8% of people clicking on paid advertisements.

SEO leads become almost free once you start dominating search results. Optimising your site will help you rank higher on the SERPs and you will get much more value for what you invest in SEO.

Therefore, if you run a plumbing service or own a dental clinic in Melbourne, Perth, Brisbane or any other Australian city, hiring a plumbing SEO company or dental SEO company certainly makes strong business sense.

What is Organic Search Result?

When a user types a phrase or a word into the Google, Bing or Yahoo search bar, it generates some results. These are called organic search results. In Google, these results appear below the PPC ads.

For example, when a user keys “dental SEO companies in Melbourne” into the Google search bar, it shows the following results:


The main criteria for an organic search result is that it should not be earned through paid ads. Organic search results appear naturally based on various factors.

What is Google Webmaster?

The Google Webmaster Tool is a free tool offered by Google to help people detect problems in their website and help them fix it. It offers valuable information that can help you in your internet marketing efforts.

Use of Google Webmaster in Search Engine Optimisation

Google Webmaster is a suite of Google SEO tools that offers a wealth of information related to your website. It provides the following insights:

1. Data to Help You Improve HTML or Search Appearance

You can obtain a snapshot of the meta description, title tag and description under Search Appearance in Google Webmaster. You can easily identify HTML-related issues and prioritise your efforts. For example, you can see more than 600 pages that have duplicate title tags along with their screenshots. You can easily identify these page titles.


A cursory glance of the Search Appearance section will let you know about the number of duplicate title tags that need to be updated. This is a very useful tool to know such things, which you otherwise would not be aware of. Ignoring these aspects may prove to be costly in the long term.

2. Content Keywords

Under the Google Index section, you can view Content Keywords that tell you how Google views your website. It shows the keywords on your site, keywords variations, and their significance. It also shows you on which pages these keywords appear. The benefit of this feature is that you can instantly know whether you need to create more content around certain keywords.


Source: Search Engine Land

3. Structured Data

Structured data helps increase ranking and traffic. If you have structured data on your website, Google detects it and it may appear in the search result. You can find this report in the GWT under Search Appearance > Structured Data.

4. Sitemaps

With the help of the sitemaps section, you can know how many web pages have been indexed by Google which means how many of your pages are in Google’s database. You can view these pages on content types such as web, video, images, and news. It helps you know about the errors on sitemaps and how you can fix it.

What is the Difference Between Google Webmaster and Google Analytics?

Are Google Analytics and Google Webmaster similar? The answer is ‘no’.

Google provides these free tools for different reasons. The purpose of Google Analytics is to offer webpage traffic statistics or data.

For example, you can find out how many people are visiting your site, where they are coming from, which device they are using, what is the bounce rate, and other such useful information.

The Google Webmaster Tool provides information related to your indexed web pages and errors.

Another key difference between Google Webmaster and Google Analytics is that the latter provides information about the total website traffic, whereas the Google Webmaster tool shows the traffic generated and other information related to each page of your website. In short, it provides granular information.

What is Google Search Console?

Google Search Console is a free service that helps you track and monitor your website, and maintain and fix issues related to Google search results. It helps you understand your website better by telling you how it perceives your site and improves how Google sees your site.

Google Search Console can help you in the following manner: 

  • Ensures Google finds your site and is able to crawl it.
  • Lets you know about problems related to the indexing of your website.
  • Fixes issues related to indexing and re-indexes the updated web page.
  • Displays information about traffic data of various pages and which search queries show your site.
  • Sends alert when it encounters indexing, spam, or other issues on your site.
  • Displays external links pointing to your website.
  • Fixes issues related to AMP, mobile usability, and other search features.

Reason 2

How Do Search Engines Work?

Have you ever given a thought to how Google generates the results when you type a query into a search bar? Why some results are featured on the first page and others on subsequent pages? Does the Google algorithm present these results randomly? Understanding how search engines determine ranking is fundamental to understanding SEO.

A search engine performs three key functions:

  • Crawling
  • Indexing
  • Ranking

What is Search Engine Crawling?

Many people wonder, “How does a web crawler work?” or “How does a Google crawler work?”

The paragraph below answers the question in some detail:

“Crawling is the process of finding relevant information by Googlebot to discover new and updated pages from the Google indexed pages database. It searches from billions of indexed pages in its database. Google finds information from many sources such as book scans, PDFs, web pages, public forums, databases and a variety of other platforms such as Yelp, Quora, Medium and other reputed sources.”

After reaching a webpage, Google bot follows the links on the page to move to new URLs.Thus it keeps hopping from one page to another in order to find and index new pages. Google has a massive database of discovered URLs called “Caffeine”.


Source: Google

Let’s understand the concept of ‘search’ in detail.
The crawling process resumes with the list of existing web addresses from past crawls and existing sitemaps. Googlebot pays special attention to new web pages and links on those sitemaps.

Google has sophisticated computer programs that decide the frequency of crawlers and what pages to fetch from these websites.

With the help of theGoogle Webmaster tool, site owners can provide detailed instructions on how to process different pages in their website. They can tell crawlers which pages are important and which pages should not be indexed at all.


Source: Google

When Googlebot finds a page that is relevant to a search query, their system renders the page, like a browser. They take note of various factors such as links, keywords and freshness of the content.

Google Search Index contains entries of every word on the website like an index at the end of abook. This information is organised systematically.


Source: Google

What is Search Engine Indexing?

Search engine indexing is defined as follows:

“Search engine indexing is the process of including web pages into Google search. This depends on meta tags used in the web page. Google crawls your website and indexes your page. If you want a particular page not to be indexed, use the ‘NO-index’ tag.”

Once a crawler finds a page, it tries to understand it. Google analyses the content of the page including all images, text, videos, and links.

How to Improve Search Engine Indexing

Google offers some useful tips to improve indexing:

  • Create crisp, short and meaningful page titles.
  • Use proper page headings that sends clear message to readers.
  • Use a sensible combination of images and text.
  • Use structured data (this is an advanced concept).

Google finds it difficult to understand images and videos. You should annotate your video and images with alt text and other attributes wherever appropriate.

What is Search Engine Ranking?

When someone performs a search, search engines scour their index for relevant content and then orders the content with a view to solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes the site is to the query.

It’s possible to block search engine crawlers from a part of or from your entire site, or instruct them to avoid storing certain pages in their index. There could be various reasons for wanting to do this.However, if you want your content to be found by searchers, you have to make sure it’s accessible to crawlers and is indexable. Otherwise, your content is as good as invisible.

5 Key Factors Affecting Google SERP Ranking

1. Meaning of Query

In order to provide relevant results, Google ascertains what the user is looking for by focusing on searcher intent. Keywords play a role here, but they are not everything. Google tries to understand the hidden meaning behind the language and proceeds accordingly.

Their algorithm tries to go deeper into the string of phrases. Based on their mathematical models, they understand the meaning of phrases and then look for a suitable result in the indexed database.

It also involves the right interpretation of wrongly-spelt words and grammatically wrong sentence structures. Natural Language Processing has become very smart and advanced nowadays and the technology helps Google understand the right context of the search query.

For example, if a user in Melbourne keys in the search query, ‘How to get more leads for plumbing company’ or “How to grow your dental clinic’, Google displays results of SEO companies.

With the help of NLP technology,it understands that the user is probably looking for SEO companies and not just SEO tips.


In the above screenshot, you can see how Google has provided differentiated results. The first result is from a company website which is a blog and the second result is a case study.

It is not merely a coincidence that these results are from plumbing and dental SEO companies in Melbourne. This system took five years to develop and now it is used in 30% of all Google searches.

Search engines don’t just depend on synonyms, they try to understand the category which the search query belongs to. Is it a very specific search or a broad query?

It also tries to understand whether the query is in German, Japanese or French and provides answers accordingly. They also infer whether you want local information or want to know about a local business.

There is another interesting aspect to the search process. Algorithms will interpret whether you want fresh content or earlier information. This means if you type “Google latest updates” or “company quarterly earnings”, search engines mostly provide the latest result.