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SEO Marketing Blog for Small Business and for SMEs.

Keeping your small business or SME afloat is a tricky proposition. Lucky for you, SEO North Sydney is here to help keep the sharks at bay!

Press Release Writing

5/7/2016

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Press Releases for SEO and Brand Awareness

Writing a great press release can be worth its weight in gold. Indeed, in a world saturated with so called 'news', a brilliantly written and well-structured press release is essential to getting your brand message across to its intended audience.

A well written press release is a valid part of any on-line marketing strategy. It informs the industry vertical you're operating in (and the journalists that work in that space) that you have a new product or service on the market. Done well it should pique their interest and make them want to know more. 

A great press release is also an excellent addition to your SEO strategy. As the more places that post your press release online, the more websites you'll have linking back to your own site (as you'll naturally have hyperlinked your brand within the body copy of your press release, to drive traffic back to your main website).

Journalists are Busy People so Help Them Help You

Journalists are exceptionally busy people, and are often overwhelmed with folks wanting their attention. Therefor having your press release professionally written is a must for three reasons:
  1. Because a bland or badly written press release will largely be ignored by journalists.
  2. Because, post Panda, Google will largely ignore a press release that has thin, duplicate or badly written content.
  3. Because a well written press release will not only be read by journalists, but will be USED by journalists.
This third point is particularly important for small businesses looking to get their message out into the market, because journalists are slammed with deadlines and desperate to have something to write about all at the same time. But let's face facts, the journos probably don't know your company very well. And they certainly won't know anything about your new product or service. So for them to write about it, they're going to have to study whatever widgets you're selling, then stare at a blank page and W.R.I.T.E something about it from scratch. All of which takes time. And time is the very thing journalists can't spare.

However if you've got a brilliantly written press release, then journalists can (and often do) cut and paste VERBATIM from that press release, into a short news article for their website or blog. Why would  they make up words to describe your product or service, when they can just use what's in front of them in your press release? So if you give them a compelling bit of copywriting, some punchy headlines and some snappy quotes, they are far more likely to choose to write an article about whatever your press release is talking about, than the other 500 press releases vying for their attention that day. Sure, what you're selling or promoting needs to be relevant to the journalist that's reading it. That's a given. But nothing gets a journalist onside more than a press release that MAKES THEIR JOB EASIER.​
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Get a Professional Press Release Written

SEO North Sydney is headed up by Brian M Logan, a man with over a decade and a half experience in getting companies on the first page of Google, and over twenty years' experience as a professional writer. A Marketing Graduate, and an AWARD and Masterclass copywriting graduate (Australia's leading advertising colleges), Brian is also a professional screenwriter and novelist repped out of Hollywood by William Morris Endeavor (one of the world's 'Big 4' agencies), and managed out of Hollywood by Circle of Confusion (who rep folks like the directors of the Matrix among many others). All of which means that when it comes to authoring brilliantly written press releases for your small business or SME, then you're in very good hands indeed. 
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The Hidden Factor That's Killing Your Website's SEO

11/4/2016

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Website design has evolved a lot since internet pioneer, Tim Berners-Lee, published the World's 1st Website in August 1991. Back then, the internet didn't exist in the way you and I think about it today. So it's a pretty safe bet to assume that the words 'Design' and 'User Experience' were not exactly at the forefront of Tim's thinking when he was looking to publish this gorgeous piece of HTML wonderment:
First Ever Website - by Tim Berners-Lee
The World's 1st Ever Website

Website Loading Speed - What Your Web Designers Won't Tell You

Similarly, if someone had mentioned the words 'Loading Speed'  to Tim back in 1991, there's a better than even chance he'd have thought it was more likely the sequel to the 1990 movie 'Point Break', than something to do with that new fangled web page he'd just published on the 'internet'!

But, dear readers, let me tell you that loading speed and the user experience is where all the SEO action is in 2016...

Turn Your Website into a Lamborghini 

As any competent webmaster, system admin or SEO guru will bear witness, making a website load faster can yield huge dividends, in multiple ways, on multiple levels for small business owners. When implemented correctly, it can significantly impact where your small business website appears in the Google search index.

Benefits include:
  • Faster loading when viewed on Desktop.
  • Faster loading when viewed on laptops and tablets.
  • Faster loading on mobile devices (super important in 2016).
  • Much better UX (User Experience).
  • Significant reduction in bounce rates.
  • Increase in page views.
  • Increase in time on page.
  • Increase in time on site.
  • Significant boost in search engine rankings.
  • Increase in conversion rates.

Unfortunately for most small business owners, website loading speed is pretty much the last thing their web designers take into consideration when building a website for them. Consequently, though your small business website may look (to the untrained eye) like a Lamborghini on the net when its published. You'll be shocked to know that you're actually cruising around town with a 2 litre Ford Focus engine under the hood...
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Why Your Website is Built the Wrong Way

Right about now you're probably pulling your hair out and gnashing your teeth when you think about how slow your website is running. Because chances are you've finally realised that this issue may not only be the root cause of your horrible rankings in Google search, but also largely responsible for the fact that you can't convert the measly amount of organic search traffic you actually do get, into sales. However I'm sorry to break this to you, but the fact that your website is unable to get out of second gear is more than likely YOUR fault, not your web design company.

Now wait up, wait up, before you accuse me of defending other people's sub-par web-building practices, let me explain what I mean!

There are three reasons why web designers build sites the wrong way:

  1. Because they don't know any better.
  2. Because they don't care.
  3. Because you screwed them on the budget.

To point 1: it's true that there are a large amount of website designers out there who learned to build websites in what might be termed, 'the old school of web design', and who are simply not cognisant of Google's many, many, many updates on the subject of how to build a website so it loads faster (or how important page load speed and mobile compatibility actually are).

To point 2: it's also true that there are a percentage of web designers out there who know how websites SHOULD be built so far as Google is concerned. But who really just don't care. Because - not to put too fine a point on in - you haven't paid them enough to give a damn. Which segues very nicely...

To point 3: remember when you were haggling with your web designer over price? And how you screwed him down a few thousand and felt good about it; safe in the knowledge that you were getting the exact same product, just for a much cheaper price? Well unfortunately for you, even though it may LOOK (from the front end) like you got the same product, I can assure you that is NOT the same product so far as Google is concerned.  And therein lies the problem.

How to Build Websites Correctly

I don't want to turn this blog into a sales pitch, but I can't help feeling that it would be remiss of me not to point out that the very reason SEO North Sydney rock the Casbah when it comes to website design (and building kick-a*se websites generally), is that we are a SPECIALIST SEO COMPANY WHO ALSO BUILD WEBSITES; and not a web-design company who also do a bit of SEO on the side, but who in actuality have little or no knowledge of the 10,000 sub-ranking factors that go into getting a website onto the first page of a Google search.

Website Design Examples

To give you an idea of the sort of websites we build, I've listed a few of our recent web designs below:

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Shipping Containers (#1 in Google search for 'Shipping Containers').
  • Website, SEO and SEO content (over 50,000 words) by SEO North Sydney.

Private Investigator (#1 in Google search for 'Private Investigator Sydney').
  • Website, SEO and content by SEO North Sydney.

North Shore Mechanic (#1 in Google search for 'Mechanic North Shore').
  • Website, SEO and content by SEO North Sydney.

iLasik Surgery (#1 and #3 in Google search for 'iLasik Surgery Sydney).
  • Website, SEO and content by SEO North Sydney.
​Getting websites on the first page of Google is what we do. It's our bread and butter. So naturally we're industry leaders on how a website needs to be built to help it rank in Google, because we're the guys small business owners call on when their website isn't working properly, or else needs a complete overhaul. And because so many websites are built the wrong way, we are constantly called on to put out other people's fires. As iconic fire-fighter Red Adair is famously quoted as saying: "If you think it's expensive to hire a professional, wait until you hire an amateur".

Web Design - How to Seperate the Wheat from the Chaff

Ultimately your web designer's job is to build you a nice looking website that works. In other words, they get hired to build you a website that looks pretty and functions. Their remit is to build you a website, and that's it. End of story. The fact that it's build in a way that severely limits it's success in Google search, is irreverent to them. Because that's not what you paid them for. What you paid them for is to build you a website that looks nice and functions as it's supposed to. And that's exactly what they delivered. And all that they delivered.

And therein lies the problem, because 
this budget focused methodology is great for your web design company (as their coders bill less hours), but AWFUL for Google, due to the way the website is constructed and coded. With SEO North Sydney, we code the website in a way that adheres to Google Best Practice. This is a much more labour intensive process, but ensures that when the website is launched, it not only looks amazing, but it gains instant love from Google, due to the way the Googlebot is able to crawl and index the site. 

SEO North Sydney's remit is to build small business owners and SME's websites that will automatically rank in Google, due to the code that underlies the website build itself. Where standard web design companies build web sites 'from the front to the back', SEO North Sydney build websites 'from the back to the front'. After all, our clients are paying us to get them on the first page of Google. So why would we design a website in a way that is going to significantly hinder our ability to deliver all the Google first pages we've guaranteed the small business owner in the contract?

We wouldn't. And we don't. When we take on a website build we do so safe in the knowledge that the finished product will not only look amazing and function brilliantly, but that it also ticks all the coding requirements that Google need to correctly index, catalogue and load the site quickly.

​Which brings us rather neatly back to the issue of page load speed.

Higher Bounce Rate - Lower Conversions

Even if we think about this from a common web user's perspective, it would not be difficult to envisage why a faster loading website would be more beneficial. As a web user yourself, what would you normally do when a site is taking a long time to load? Would you hang around waiting for it to come up or would you just click-away?

In case you're not familiar with the term bounce rate – which happens to be a very important parameter related to the performance of a web site – it is commonly defined as the percentage of visitors who reach a website and then just leave (or 'bounce out'), without interacting with the site in any way.

The findings of a Kissmetrix study (citing gomez.com and akamai.com as sources) reveals that:
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  • 40% of people abandon a website that takes more than 3 seconds to load.
  • 47% of consumers expect a web page to load in 2 seconds or less.
  • A 1 second delay in page response can result in a 7% reduction in conversions.

And a Strangeloop study brings the point home even more strongly:
Website Speed Test 1

Website Loading Speed – Why it's More Important Than Ever

As if losing visitors and revenue via their website is not harmful enough to small business owners, slow loading sites also get fewer visitors to begin with. This is because Google utilise loading speed and mobile compatibility as major search engine ranking factors. Thus, the slower a website is to load, the lower its SERP (Search Engine Ranking Position), and the smaller amount of organic search traffic it receives.

As any web marketer or SEO professional worth his salt would tell you, web traffic derived from organic search results is the best converting traffic a website can get. But with over 200 major ranking factors, and 10,000 sub-ranking factors deciding who goes where in Google's search engine results, it's become increasingly difficult for small business owners to get their websites on the first page of Google (where all the action is). Website loading speed however, is what we might call 'low hanging fruit' so far as SEO is concerned. And once the website's code is re-written to better mirror Google Best Practice specifications, a significant (and almost instantaneous) bump in your website's rankings in Google search, is common.

Which brings us to the question of:

How to Measure the Loading Speed of a Website

There are three widely recognised online services that measure the many different parameters related to the loading speed of websites.

Probably the oldest of these services is the Pingdom Website Speed Test:

Pingdom Website Speed Test

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Click the link below to check out the Pingdom Website Speed Test:
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http://tools.pingdom.com/fpt/

Google PageSpeed Insights Test

The second one is none other than Google itself, by way of a service called 'Google PageSpeed Insights:
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Check out the Google PageSpeed Insights at the link below:
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https://developers.google.com/speed/pagespeed/insights/ 

GMetrix Website Speed Test

The third and final one is a company called, GTmetrix:
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Here is the link to the GTmertix website: 

https://gtmetrix.com/ 

Websites: the Need for Speed

​As you'll notice, all three sites show how quickly (or slowly!) your website loads, while also provide various guidelines in terms of what actually needs fixing. Implementing these fixes are obviously extremely technical in nature, and very easy to get wrong, so it is always recommended to leave the changes to the experts:
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Why Your Hosting Can Make or Break Your Website

In addition to implementing the recommendations provided by the site speed measuring services above, one method that SEO North Sydney always look into, that often delivers excellent speed page loading improvements, is via upgrading  the website's hosting account. Something that can be especially beneficial if a site is hosted in an inexpensive or shared hosting environment.

There are many options to implement this, but the best possible way to upgrade from a shared hosting environment is to go to what is known as a VPS (or Virtual Private Server). While a basic VPS account would typically cost a lot more than a shared account, the difference in speed is often significant, so it makes the extra monthly hosting cost, well worth your while. 

If your site is already on a VPS (or on a superior host like a dedicated server), the loading speed can still be improved by tuning various server configuration parameters such as the MySQL configuration (if your site uses a MySQL database in the backend, as most sites do today), Operating System level caching etc. But again, this is delving into some serious tech, so best left to experts like SEO North Sydney.

​Conclusion: Speed Up Your Website and Win!

As the owner or marketer of a small business website you are no doubt all too aware that slow websites lose and fast site win in the race to be #1 in Google. And with Google putting more and more relevance on how fast your website loads, and how well it works in the mobile environment, now is definitely the time to turbo-charge your website to win the race. 

Click here for a whole heap of brilliant Web Design examples. And here for Search Engine Optimisation information to guarantee your website gets on the 1st page of Google.
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​Written by Brian M Logan
The Doyen of All Things Digital 
​SEO North Sydney
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Google Finally Reveal Their 3 Most Important SEO Ranking Factors!

27/3/2016

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Wouldn't getting your business website on the first page of Google be a whole lot easier if Google just told you what it was you needed to do to get it there? Of course it would.

Google doesn't work that way, unfortunately. And tends to hide how search really works from us mere mortals to keep us guessing. But occasionally, out of the mouths of babes and innocents, comes mana from Heaven (if I may indulge in a tag-team of Biblical idioms, writing this as I am over the Easter long weekend).

A couple of days ago was just such an occasion.
Google Search - the Goose That Laid the Golden Egg
Google - the Goose That Laid The Golden Egg!

Google's Ranking Factors - Where Obfuscation is the State of the Nation

North of 200 ranking signals, and over 10,000 sub-ranking signals make getting your small businesses website on the first page of Google, insanely difficult. By their own admission, Google updates 500-600 algorithms per year. That's nearly 1.6 algorithmic updates per day, folks. Which means Google are constantly changing the rules of search and moving the goal-posts. What worked in search engine optimisation yesterday, might not work tomorrow. And worse, what worked in search yesterday and got your business website so many Google first pages, may actually get your website penalised tomorrow.

What we do know, and have known for many years, is that the list of what Google uses to rank websites is changing all the time, and expanding exponentially. So much so that even those of us who work in search full-time are constantly getting whip-lash from trying to keep up with the speed of the changes flying past us.
Google Updates
Damn Those Google Updates!
Not only is what Google values in a website changing all the time, but the order and priority of the ranking or 'trust' factors (as we understand them) often back-flips when you least expect it, making a change in SEO strategy a matter of urgency, rather than something to do when you happen to get around to it.

Google's Big 3 Ranking Signals - Cutting to the Chase

So back to that manna from Heaven I mentioned: in late October last year, Google dropped a bombshell (quite literally out of nowhere) that the third biggest ranking factor for getting on the first page of a Google search, was known as 'RankBrain'.

To which the SEO industry as a whole went, 
'Huh? RankWhat?'

Google did this, as Google are want to do, in a totally off-the-cuff manner. Sergey Brin and Larry Page didn't call a press conference. The WebSpam team didn't thaw out Matt Cutts from his cryogenic slumber to tweet the news to the world. Nor did they so much as send out a press release. Rather, they introduced the world to RankBrain via a Bloomberg Business article titled: Google Turning Its Lucrative Web Search Over to AI Machines, published online on October 26, 2015.

RankBrain - What is it and Why Should I Care?

Before October 2015 there was no 'RankBrain'. At least none that the SEO community knew about (though it's believed to have been running for nearly a year behind the scenes). There was however, Hummingbird. And RankBrain, as it turns out, is actual a constituent component of the much larger, and all encompassing, Hummingbird algorithm.

Still Confused? Don't Be. RankBrain (or RankBrian as I just accidentally typed - now there's a parapraxis if ever there was one!) is a machine-learning artificial intelligence system used by Skynet (err, sorry, Google) to process and interpret complicated or previously misunderstood search queries into a mathematical form it can understand. These misunderstood or 'new' search queries apparently make up about 15% of all search, which is a staggering amount when you think about how many searches are done on Google every day, around the world.

Now, so far as we know, RankBrain is self-learning rather than self-aware. Which is probably for the best, given unleashing an A.I program on the internet can potentially have disastrous consequences...
RankBrain - Judgement Day
RankBrain - Judgement Day!

You Said RankBrain Was Part of Hummingbird?

Yes. Hummingbird is a whole other discussion however, and covered in another SEO blog. But the long and the short of Hummingbird for those in the cheap-seats, is that it is an algorithm released in August 2013 that targets 'Long tail or 'Human' search'. In other words, Hummingbird is an algorithm that largely ignores keywords and instead concentrates on the inherent logic driving the search question. Want an example? Okay. Say someone typed 'Search Engine Optimisation Sydney' into Google (try it). That's a string of keywords followed by a location. It's easy for Google to work out what that particular searcher is looking for: they're looking for an SEO company in Sydney. But what if someone types: 'How do I get my small business website on the first page of Google?' In this instance the searcher hasn't typed the keywords 'Search Engine Optimisation' or 'Sydney'. So how then does Google work out what the searcher is looking for?

This is where the Hummingbird algorithm comes into play. Hummingbird reads 'between the lines' of the search and answers the questions, 'How do I get my small business website on the first page of Google', by musing, 'Okay, this searcher wants to rank their website on the first page of Google. Who provides that service? Oh, yes. Search Engine Optimisation companies do. So they're looking for an SEO company.'  And because the searcher hasn't specified a location, Hummingbird will assume the searcher is looking for an SEO company close to where they are. And Google works that out by pinging the device the search was made on (desktop, tablet or smartphone) and going, 'Ah, you're sitting in a Gloria Jeans cafe in North Sydney searching on your iPhone 6s Plus, so you must be looking for an SEO company close to North Sydney'.
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Hummingbird as it is understood by the SEO community, can now also be viewed as the over-arching name given to Google's core search technology. For years there was no over-arching name; and if anything Google search as a whole was incorrectly thought to be called PageRank. But in mid-2013 Google released Hummingbird. And at time of writing, it is the understanding of the SEO community that Hummingbird is both 'it's own algorithm' and the name given to Google search as a whole. For example, Panda, Penguin, Pigeon, Payday, EMD, Pirate, Mobile Friendly and Top Heavy are all uber important algorithms in their own right, but are all ultimately part of Hummingbird. RankBrain similarly falls into this category. It uses artificial intelligence (or A.I) to embed vast amounts of written language into mathematical entities know as 'Vectors'. These vectors allow Google to interpret words or phrases it isn't familiar with, and extrapolate data-sets. Or in layman's terms, it allows Google to work out what the hell you're asking, even if you've typed the question into Google like a drunk intern at a PR company who's just returned home after attending Fashion Week for the first time and can't spell for toffee because you've drunk 2 bottles of wine and 7 shots of Tequila.

​Clever, huh?

RankBrain - The Technical View

Of course, while RankBrain is primarily used by Google on the 15% of new-to-Google search queries, don't be fooled into thinking that is all it does. Because it is (to quote Google), "Not limited to any particular set of queries". In other words, the technology driving RankBrain also comes into play when trying to make sense of other long-tail searches. And post Hummingbird, long-tail Google searches make up over 40% (and growing) of all search queries. And as keyword driven search is dying (and it is) and question based and vocal search becomes more and more the norm, long-tail question driven search queries are more and more where the SEO gold is buried.

RankBrain is Not Self-Learning After All

Google's Gary Illyes was asked on Twitter to clarify whether the RankBrain algorithm continually re-programs itself and learns as it goes along (as was originally believed by the SEO community). But it turns out it doesn't. Rather, RankBrain is periodically 'Re-trained" by  the boffins at Google, to do its job better, as and when new up-dates are released. In Illyes own words: "Its effects are expectable, not assumable".

IIlyes went on to say: “We’ll keep experimenting with and testing new models, and we’ll make updates as we come up with models that do a better job than the existing one. That could be about refreshing the data or developing new neural net architectures.”

Thought Vectors and the Word2vec Connection

Another ingredient in RankBrain is believed to be Google’s Word2Vec Project, which is based on the twin architectural models of CBOW (Continuous Bag of Words) and Skip-Gram. Both of which are, in nerd-speak, considered “shallow neural models”. In essence, CBOW tries its level best to predict the current word, based on the words around it (because words make more send when viewed in context with the words nearby). Whereas Skip-Gram cleverly predicts meaning from the sense of the words it finds.

Or to simplify it even further:
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  • CBOW predicts the word given its context.
  • Skip-Gram predicts the context given a word.

Whether RankBrain is actually using Word2vec (or a variation of the methodology) or not, is ultimately by-the-by. All we really need to know is that RankBrain is converting words and phrases into vectors, which it then uses to allow for a deeper understanding of the data it's reviewing. The implications of all this being that if Google is able to convert a typed question into vectors to better understand the inherent meaning behind the question, then Google will be able to significantly improve the search results it shows. 

Distributional Hypothesis

Another potential element under-pinning RankBrain (and until Google opens their Kimono to reveal all, this is just more guess work on our part, remember) is thought to be ‘Distributional Hypothesis’.

In linguistics, Distributional Hypothesis states that words used together in a sentence tend to infer similar meanings. This is a theory born from Statistical Semantics. The distributional hypothesis for this infers that the more semantically similar two words are, the more distributionally alike they’ll be, and the higher probability that they occupy similar linguistic contexts.

Or to simplify it even further:
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  • Distributional Hypothesis states that a word is more often than not characterised by the company it keeps.

Latent Semantic Indexing

Another element that could be at play in RankBrain, is known as 'Latent Semantic Indexing' (LSI). Which is a retrieval and indexing method that uses Singular Value Decomposition to identify patterns in the relationship between concepts and terms as viewed in written text.

Scalability in Vectors

Ultimately RankBrain will expand its remit from learning patterns within short strings of data, to learning patterns within entire documents. Because just as there is learning to be had in the former, there is surely deep learning to be had with the latter. And it's not too far of a stretch to think that the RankBrain algorithm of a few years down the track will be able to read an entire book and distill its meaning into a few short paragraphs.

Cliff Notes look out!

Professor Geoff Hinton and Artifical Neural Networks

Okay, so let's back track for a minute. RankBrain “Converts words and phrases into vectors," right? But what exactly does that mean? To better understand that, we need to look to Professor Geoff Hinton of the University of Toronto's work in 'Word2vec Connections'. Mr. Hinton is a gentleman and scholar (as the old saying goes) with much wisdom in the field of artificial neural networks. And who happened to have owned a company called DNNresearch Inc, which was acquired by Google in June 2013.

(Ah...the plot thickens...)

Neural Net reporter, Jack Clark of Bloomberg (who wrote the original Bloomberg Business article) attempted to get clarification on the whole Word2ve Connection issue:

"They wouldn’t explicitly confirm that it (RankBrain) is Word2vec, but everything we discussed indicated it’s likely doing something roughly equivalent to Word2vec, and is also doing similar conversions for sequences which is likely connected to Sequence to Sequence learning (PDF: http://papers.nips.cc/paper/5346-sequence-to-sequence-learni…).

It also links to Geoff Hinton’s stuff on Thought Vectors which implicitly involves word2vec."

When pushed on the subject, a Google spokesperson said “It’s related to Word2vec in that it uses ’embeddings’ — looking at phrases in high-dimensional space to learn how they’re related to one another.” Which is about as much clarification on the subject as we could rightfully expect to get.
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​For those with a mind to dig deeper into Rankbrain, there's a Patent Application by Googe pending, which includes this:
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Further RankBrain Reading

  • Distilling the knowledge in a neural network, Hinton, G. E., Vinyals, O., and Dean, J. (PDF)
  • Investigating Google RankBrain and Query Term Substituions, by the always erudite Bill Slawski. 
  • Deep Learning, Nature, LeCun, Y., Bengio, Y. and Hinton, G. E. (PDF)

The 1st and 2nd Most Important Ranking Factors in Google Search

Which segues us rather nicely back to the question of, 'Okay, so if RankBrain is the third most important factor in Google search, what are the first two?'.

This we didn't need last week's announcement to answer; because I, and many other SEO types, have known the answer to this question for years. The first most important thing (in the post Panda world) is QUALITY ORIGINAL CONTENT.  The second most important thing (in the post Penguin world) is QUALITY LINKS.

You'll note I added the word 'Quality' to both those Google ranking factors? Good. Because if you think all you have to do to rank in Google is flood your website with cheap content (no doubt sourced out of Eastern Europe), and point thousands of low value links at it (no doubt sourced via an el-cheapo company in India), then you're probably the proud owner of a time machine*, and are kickin' it back in 2010 listening to Ke$ha's mega-hit, 'TiK ToK', or else queuing up with the kids to see Toy Story 3 at the cinema for the umpteenth time. I say this as nobody with half a brain in their head would run that strategy today. Because if they did, their website would have the living crap kicked out of it by both Panda and Penguin, and find itself buried on page 35 of their particular Google search. And given that 92% of people don't go past the first page of Google...good luck with getting the phone to ring from there.
Google Search in 2010
Optimise Like it's 2010, Baby!
*if you do own a time machine, might I suggest going back to 1997 and investing in Google when they were a start-up? As this is probably a safer bet than trying to con Google with low quality content and dodgy links in 2016...

So Who Announced the New Number #1 and #2 Ranking Factors?

The 'official' announcement on the first and second most important factors in ranking in Google search, was made on March 23, 2016, when Andrey Lipattsev, a 'Search Quality Senior Strategist' at Google, let the cat out of the bag in a video 'Q&A with Google'. Given that Google had already announced that RankBrain was the third most important signal in search today, Lipattsev was pushed on what the first two were. And here is his answer:

"I can tell you what they are. It's content. And it's links pointing at your site'.
Andrey Lipattsev - Google
Andrey Lipattsev - Google

Andrey Lipattsev - The New Voice of Google Search?

Now whether Google gave Lipattsev the go-ahead to reveal this information to the world, or whether he simple forgot himself mid-interview and let it slip, we'll never know. But when all's said and done, what Lipattsev revealed is nothing smart SEO minds didn't already know. If you want to rank your website on the first page of Google, you need to create original, engaging, brilliantly written content, that people will want to link to organically.
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And there you were thinking this Google business was complicated!
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Written by Brian M Logan
The Doyen of All Things Digital
​SEO North Sydney
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How to Setup a Google My Business Account – Step by Step Instructions

7/8/2015

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In the digital domain, product offerings are constantly evolving, and it’s difficult for small business owners to keep abreast of what online services they need, or how to best to leverage them to positively impact their bottom line. Google Maps, for example, was launched in February 2005 (with much fanfare), and gave birth less than a month later to the Google Local Business Centre. Something which – we were told – was a must have for local business owners everywhere. The Local Business Centre in its turn was replaced by Google Places (launched September 2009). Then, in June 2014, that too morphed into Google My Business. A product that allows you to update business information across multiple Google platforms, via the same dashboard.
Google My Business Dashboard
The genesis of Google My Business can be found in the difficulty and complexity local business owners previously encountered when having to set up and run both a Google Places listing and a Google plus account. The former was all about listing your business and being found locally. The latter was all about competing as a social media platform with Facebook, and sharing your information within your ‘Circles’ (think: sharing your information among your ‘Friends’ in Facebook vernacular).

But before going into the specifics of actually setting up a Google My Business account, let’s first address the elephant in the room:

Why Small Businesses Needs a Google My Business Account

Google is omnipresent in the online and mobile worlds (think organic search, Gmail, YouTube, Android, Google Maps, Google Earth, Google Street view, et al) and enjoys by far the biggest share of the user audience. So getting on Google’s good side is never a bad idea if you’re looking to get your business found by potential customers online.

Registering a Google My Business account helps your company get found in organic Google searches and across the many and varied matrix of Google product offerings. Something that is guaranteed to bring measurable, quantifiable and significant benefits to Australian small business owners and SMEs everywhere.
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What is Google My Business?

Google My Business is a free, quick, easy and convenient way for businesses, products, brands and area-specific service providers to manage, promote and ultimately grow their online presence via Google. 

The Google My Business dashboard (that you can access once your account has been setup) allows you to perform various tasks including (but not limited to):

  • Inputting and maintain your business / service information on Google.
  • Acquiring customers / clients with your own Google+ page.
  • People who follow your Google+ business page can provide feedback and show appreciation for your business / products / services by writing reviews and posts.
  • They can also use the +1 button in order to endorse your products / services on various Google platforms including Google+, Google Search, Google Maps and even on ads.
  • Measuring and tracking follower engagement using Insights for Google+ pages and posts.
  • Viewing information on any Google Analytics account and YouTube channels associated with your Business account.
  • Directly creating and tracking performance of AdWords Express (Pay Per Click - PPC) advertising campaigns.

The Two Categories of Local Pages

The two categories of local pages available while signing up for a Google My Business account are:

  1. Storefront businesses: This category should be selected if customers are served at your business location and you want your customers to be able to locate your business on Google Maps.
  • Examples: retail stores, restaurants, hotels, auto repair shops.
  1. Service area businesses: This category should be selected if you serve your customers at their location, within a particular service area and you want your customers to be able to see your service area on Google Maps.
  • Examples: taxi services, plumbers, roofing contractors, pizza delivery services.

10 Steps to Help You Set up a Google My Business Account

Setting up a basic Google My Business account is a straightforward process. What follows is a step-by-step guide to help you get started:

  1. Go to https://www.google.com/business/ and sign in with your Gmail account (create one if you don’t have it already).
  2. In the prompted area, search for your business by name and address.
  3. If your correct business information shows up in the search results, click on it and proceed to step 6 below.
  4. If your correct business information does not show up in the search results, click the option “None of these matches, add your business”.
  5. Fill in the required information (Name, Address etc.) in order to add your business.
  6. Google should create your Google+ page at this stage. Click the “I am authorised to manage this business” option and click Continue.
  7. Click “Mail me my code” so that Google can mail a verification code to the address / location of your business.
  8. Click “Add profile photo” to upload and add a photo to the account profile.
  9. Add the remaining profile information fields like Business Hours, Contact Information, your Website URL. You can also add / upload more photos if desired.
  10. Add an introduction to your page and click “Done editing”.

This should complete the setup of a standard Google My Business account.

How to Verify Your Google My Business Account

It is important to remember to verify your business with Google once you receive the verification code from them (see point 7 above), because your business won’t show up across any of the Google platforms (organic SEO aside) until they are 100% sure you are the legitimate owner or representative of the business you’re listing, and that your company is physically located where you say it is (hence sending a postcard with a verification code on it to the address you’ve listed).

There are several ways to verify your business on Google My Business, but for the vast majority of Australian companies, verification will be done by Google sending you a postcard via Australia Post. This can take anything up to 2-3 weeks. During which time your business will NOT show up on Google Maps, etc.

The benefits of verifying your business with Google should be self-evident, but the long and the short if is that a verified Google My Business account will allow you to:

  • Increase the chances of your business getting found across the various Google platforms including Google.com.au organic search and YouTube.
  • Read customer reviews and respond.
  • Get insights on where your customers are coming from and how they search for your business (keywords, etc), which feeds into your organic SEO and PPC strategies.

Verify Your Google My Business Account via Postcard

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You’ve Verified Your Business With Google – Now What?

Shortly after you complete the verification, your business should start showing up on Google’s regular and local search results, on Google Maps and on Google plus.

It is important to remember that while the Google My Business profile page is more or less a static page (though it can be edited if required), your Google+ page (that got automatically created during the My Business account creation process) is a full-blown social networking presence for your business, and therefore, updating it regularly with routine actions like making posts, responding to comments, creating and adding people to Circles (groups), following others etc, will significantly help drive engagement and yield maximum benefits to your business.

Click here to get your company on Google My Business.
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Written by Brian M Logan
The Doyen of All Things Digital SEO North Sydney
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SEO Testimonial - Gem Windows & Doors

26/10/2014

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We conducted extensive research and checks to find our next SEO provider. We selected SEO North Sydney out of 15 shortlisted companies. Since signing up with Brian of SEO North Sydney our website's ratings have increased dramatically, and what's even more impressive is they are constantly on the rise (and many now at #1 nationally for our key search terms). In a market saturated with SEO providers, where everyone is claiming to be better than the next one, Brian really stands head and shoulders above the rest.

Having had a terrible experience previously with an off shore company who passed themselves off for a local business, we were very skeptical and did not want to take any chances, because the previous SEO company we had used got us a Penguin penalty that was so bad, even if you typed in our company name, you couldn't find us in Google!!!

Since engaging SEO North Sydney all these issues have been resolved.

Online presence is vital in this day and age, and it is becoming more and more difficult to get to first pages of major search engines, that is why for us it was more important than ever to find someone who knows what they are doing in keeping up with the ever changing Google landscape of rules and requirements.

We are extremely happy with the results that we are seeing, and would not hesitate to recommend Brian and SEO North Sydney.

Kind Regards
Anna - Gem Windows & Doors
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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Google's Head of HR Will Reject Your CV if You Do This!

25/9/2014

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As a novelist, screenwriter and SEO copywriter, it's not too much of a stretch to say that words are my life. In my younger years, when I was a professional film actor, it was the spoken word that held my focus. But since then it's all been about the written word.

Like most writers I am obsessive about what words to use, in what order, and why. On the top end of that obsession you deal with issues of thematics, tone and voice. Of narrative and of structure. And at the bottom end you deal with spelling, punctuation and grammar.

This perfectionism (because that is surely what all writers suffer from) means that even something as mundane as an email or an sms / text, must be written well and correctly spelled. Language after all is a symphony made up of an endless amount of notes. And it only takes one 'bum' note to spoil your enjoyment of the music. As my late sainted mum used to say, "If you say it correctly, you'll spell it correctly". And in the digital age, we can perhaps flip that to read: "If you spell it correctly, you'll say it correctly".

Imagine my surprise then, when I read how Laszlo Bock (such a great name - must pinch that for my next novel!) Google's head of HR, revealed that Google instantly delete any CVs that contain spelling mistakes.

Apparently the Human Resources department at Google receives over 50,000 resumes per week. And, so Laszlo told Business Insider, if you have so much as a single spelling mistake on your resume, it ends up in the trash.

Laszlo, who has himself reputedly reviewed over 20,000 resumes, said that upward of 58 percent of resumes Google receives have "Spelling mistakes, punctuation mistakes, or noun-verb agreement errors".

When quizzed as to why he is so obsessive about spelling mistakes, et al, Laszlo said: "Typos are deadly because employers interpret them as a lack of detail-orientation, as a failure to care about quality".

Which is pretty much what we writers have been saying all along!
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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Google Panda Update - Better Content, Better Results

22/9/2014

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Google have just announced that they have this week started rolling out the new and improved Panda algorithm. The roll out is expected to take a week to two weeks to totally proliferate the internet.  

This Google Panda update is influenced by webmaster and user feedback, which has allowed Google to eek out a few more signals to help Panda identify low-quality content. This will result in a higher percentage and greater diversity in search results, and will enable high-quality small and medium-sized sites to rank higher against larger and traditionally more powerful sites.

This is a nice touch from Google, as the quality of the content should be the ultimate deciding factor in a page's worth, not the overarching power of the TLD it comes from. Sure, great content doesn't exist in a vacuum, but just like each individual page has its own page rank, so does each individual page have its own on-page ranking factors, with how great the content is being by far the most important.

It is expected that approximately 3-5% of all queries will be impacted.
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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SEO Testimonial - Cushy Cushions

10/9/2014

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Hi Brian

SEO results have been fantastic over the past few months. First page rankings have also been kick ass. You have done a fabulous job getting the traffic numbers up and I certainly appreciate the effort and service.

Kind regards

Kai
cushycushions.com.au
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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The History of Instagram and its Impact on Social Media Optimisation

7/9/2014

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Instagram - 'Capture and Share the World's Moments'.
The underlying framework and methodology driving social media development in 2010 was visual. In a social media landscape lorded over by words (think the original incarnations of Facebook and Twitter) 2010 saw both Pinterest (March 2010) and Instagram (October 2010) burst onto the scene with a focus on the insatiable human appetite for visual stimulation, via pictures and videos.

What is Instagram? 

Instagram was founded by Kevin Systrom and Mike Krieger, and is an online social networking service that focuses on mobile photo-sharing and video-sharing. It allows users to take pictures and videos and then easily and conveniently share them via a number of other popular social networking platforms such as Facebook, Flickr, Twitter, Tumblr etc. Users are also able to apply a variety of digital filters to the pictures and videos they post.

Kevin Systrom (CEO, co-founder of Instagram)

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Instagram Co-Founder, Kevin Systrom
Like many internet trail-blazers, Kevin Systrom went to Stanford University, graduating in 2006 with a Bachelor of Science, majoring in Management Science & Engineering. His initial foray into internet start-ups was as an intern at a company called ‘Odeo’, a search and directory website for RSS-syndicated audio and video that allowed users to record, create and share podcasts with a Flash-based interface. You’ll be forgiven if you’ve never heard of Odeo. But you probably will have heard of what Odeo would eventually morph into. A little known company called, ‘Twitter’. 

After graduation, Kevin cut his teeth with a couple of very productive years working at Google, where he was tasked with developing Google Reader, Gmail and associated products as part of the Corporate Development team. 

Kevin has a longstanding love for photography, which he and co-founder Mike Krieger combined brilliantly with the launch of Instagram.

Mike Krieger (co-founder of Instagram)

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Instagram Co-Founder, Mike Krieger
Mike Krieger, like his long-time friend, Kevin Systrom, also graduated from Stanford University, where he studied Symbolic Systems, specialising in Human-Computer Interaction. 

While doing his undergrad, Mike interned with Foxmarks (now Xmarks) as a software developer, and at Microsoft's PowerPoint team as a Product Manager. 

His Master's thesis was a brilliant discourse on how user interfaces can be utilised to support large scale collaborations.

After graduating from Stanford, Mike worked for a year and a half at Meebo as a front-end engineer and user experience designer, before eventually joining the Instagram team doing design & development.

The Growth of Instagram

In March 2010, Burbn Inc. (the parent company of Instagram) received seed funding of $500,000. This was seven months before the actual photo-sharing social networking service was made available to the public. 

In February 2011, a few months after the public launch, Instagram raised their series A funding round of $7 million from a consortium of venture capital funds. The company was valued at $25 million during this funding round.

Some 14 months later, in April 2012, Instagram raised another funding round of $50 million from venture capitalists, with a valuation of $500 million.

Instagram is Acquired by Facebook 

Immediately after launch, Instagram started gaining huge popularity and reached a registered user base of a 100 million people in April 2012. This was technically only one and a half years after the official launch. At which time the company was acquired by Facebook for a mouth watering $1 billion (paid via a mix of cash and stock).

This purchase was by far Facebook’s most significant acquisition and was a definite indicator of how important mobile and photo sharing were becoming to Facebook. An interesting parallel for this purchase can perhaps be drawn with Google’s $1.65 billion acquisition of YouTube in 2006. In as much as it demonstrated an internet behemoth with expertise in a particular area (search, in the case of Google, social media in the case of Facebook) acquiring expertise in an adjacent (but different) area, via purchasing a fast-growing start-up.

This purchase was unusual for Facebook, as its previous purchases of other start-ups were modest by comparison.  
“This is an important milestone for Facebook because it’s the first time we’ve ever acquired 
a product and company with so many users. We don’t plan on doing many more of these, if any at all. 
But providing the best photo sharing experience is one reason why so many people love Facebook 
and we knew it would be worth bringing these two companies together.”

Facebook CEO and Founder, Mark Zuckerberg 

Instagram – Features and User Demographics

Instagram allows users to upload photos and short 15-second videos, apply digital filters to create colour and contrast effects, and then enables them to share this content through social networking platforms such as Twitter and Facebook. Instagram deliberately restricts images to a square shape, in a nod and a wink to those wonderful instant Polaroid photos many of us grew up with. Instagram users can interact with content posted by other members by ‘liking’ it, or by following the user that posted it. They can also search for content using hashtags.
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Instagram Picture
The Instagram mobile app is distributed primarily through Apple’s App Store, Google Play and Windows Phone Store. The app is supported on iPhone, iPad, iPad Touch, Android and Windows handsets, while third-party Instagram apps are available for BlackBerry 10 and Nokia-Symbian handsets and devices.

Boasting 200 million active users in 2014, Instagram’s user-base growth over the years has been nothing short of phenomenal:

Number of Active Users on Instagram

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Number of Active Users on Instagram

Instagram Milestones and Achievements

Other important milestones and achievements for Instagram over the years include:

  • Instagram was declared the ‘iPhone App of the Year’ in December 2011.
  • Instagram app for Android Froyo version 2.2 launched in April 2012 got downloaded more than a million times in less than a day.
  • By July 2012, Instagram was rated more than a million times on Google Play, to become the 5th app ever to reach a million ratings. 
  • As of April 2013, Instagram was rated more than four million times on Google Play.

A look at statistics from September 2013 reveals that a total of 16 billion photos and videos were shared via Instagram, with an average of 55 million new shares being made per day. At time of writing (August 2014) Instagram users are making an average of 1.2 billion new Likes per day.

According to another 2013 study, some 13% of all Internet users worldwide were found to be using Instagram. And some 70% of Instagram users were found to be logging on to the site daily, with 35% logging in more than once a day. 

A 2014 study revealed that the Instagram mobile app user base registered a 25% growth between December 2013 and May 2014. And as of March 2014, a total of some 20 billion photos had been shared via Instagram. It has also been reported that in 2014, an average of one thousand new comments get posted on Instagram every second.

Unlike something like Google + (where people sign up, but hardly ever use it), Instagram demonstrably shows us that people come back again and again to the platform to both post and interact with other users.  And it’s this interaction (much like Facebook itself) that allows us to see why Facebook valued the company at $1 billion in 2012.

As the following Statista chart demonstrates, Instagram has been found to be the 2nd most popular social media app among American smartphone users aged between 18 and 34:
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Most Popular Social Media Apps Among Americans Aged 18-34
According to a 2013 study, some 25% of the Fortune 500 companies were using Instagram as a social media networking platform. A 2014 study indicates that some 43% of the top 100 brands post daily on Instagram, with the average number of posts made by these (top 100) brands on Instagram per week standing at 5.5. Some 65% of the world’s top 100 brands had Instagram accounts (as at 2013).

In 2014, the average value of sales orders generated via Instagram referrals has been found to be a very respectable $66.75. In a late 2013 study, Instagram was also found to deliver the 4th highest (1.08%) conversion rate among all social media platforms and services, trailing only Facebook (1.85%), Vimeo and YouTube (1.16% each).
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Social Media Conversion Rate
A 2014 survey conducted by Social Media Examiner reveals that Instagram is among the top 10 social media platforms used by online marketers.
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How Marketers Use Social Media
According to the SocialMediaMarketingReport of 2014, some 28% of online and social media marketers use Instagram as one of their marketing channels. This report also indicates that some 42% of the marketers (that were polled during the survey on which this report is based) were planning to increase their use of Instagram as a social media marketing platform. As this report further indicates, a significantly higher number (49%) of B2C marketers are likely to increase marketing activity via Instagram than their B2B counterparts (32% of which said they will increase Instagram activity).
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Interestingly, the same percentage of marketers (i.e. 42%) also expressed their willingness to learn more about Instagram as a social media marketing and optimisation platform.

To paraphrase the old adage from the W. P. Kinsella novel, ‘Shoeless Joe’ (popularised in the classic 1989 movie, ‘Field of Dreams’): ‘
"If you build it, they will come."
And with more and more people flocking to this photo-sharing social network every day, it is not surprising that Instagram has emerged as one of the world's 'must use' platforms for businesses, online marketers and social media optimisers.
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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Written by Brian M Logan
The Doyen of All Things Digital
SEO North Sydney
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SEO Testimonial - Cap Fencing

1/9/2014

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SEO North Sydney Testimonial

September 2014

I first contacted Brian at SEO North Sydney in November 2013 for advice on my website because he came up on top of my Google search for SEO.

It was agreed that my website was well out of date and in need of a completely fresh start.

Brian was very helpful the whole time and had a lot of great ideas and input for the new site.

He worked his SEO magic right from the start enabling us to achieve many first page and position 1 results for relevant searches even on new product lines that we did not have on the old site.

We are very happy with our new site capfencing.com.au and its position in the marketplace.

We will continue to use SEO North Sydney’s services going forward to maintain our Google rankings.

Terry White

Director

Cap Fencing Pty Ltd
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Looking for SEO Sydney for your website? Then you've come to right place. Simply call 0425 204 887, today. The first page of Google is only one click away!
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    Author

    Brian M Logan is an on-line marketing, SEO and copywriting expert with over 15 years' experience in the web and over 20 years' experience with the written word. 

    This blog is primarily designed for entrepreneurs and business owners, with a specific focus on helping Small Businesses and SMEs gain greater market share via online search strategies. Without breaking the bank.

    As a screenwriter and novelist repped out of Hollywood by one of the world's 'Big 3' agencies, Brian also adds the occasional creative writing sample to this blog (when the mood strikes him), by way of a change of pace.

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