SEO for Websites: Cutting Through the Noise and Getting Found

10 Apr

Search engines are designed to connect people with the most engaging and relevant content for their searches. If you want your website to rank well, the best way to optimise your SEO is to create valuable, engaging content that answers your audience’s questions. The second most important factor? Ensuring that Google recognises this value through technical best practices - like page speed, structured headings, and meta descriptions - so it knows your content is worth showing to people.

The Three Pillars of SEO That Actually Matter

SEO is often broken into content, technical, and strategic branding. You need all three to make a real impact, but let’s break them down in a way that actually makes sense.

1. Content SEO: Answering Your Customers’ Questions

This is where most businesses go wrong. They think SEO is about stuffing their website with generic, keyword-heavy fluff. But in reality, Google’s algorithm is smart - it rewards useful, engaging content that answers real questions.

Let me give you an example. We worked with an accounting firm to improve their SEO. Instead of just writing “We do great accounting,” we focused on answering specific client questions like:

How much money do I need to start an SMSF?
What’s the difference between a sole trader and a company for tax purposes?
How do I legally minimise my tax bill in Australia?

By creating blog posts around these questions, their site started ranking for long-tail searches - queries that real people type into Google when looking for help. And guess what? The traffic wasn’t just high - it was relevant. People came to their site, read the content, and many became clients.

2. Technical SEO: The Foundation

Think of your website like a house. Technical SEO is making sure the foundation isn’t cracked, the wiring is safe, and everything runs smoothly behind the scenes. This includes things like:

Page titles and meta descriptions (yes, they still matter)
Site speed (Google hates slow websites, and so do your visitors)
Mobile-friendliness (because most people are on their phones)
Structured headings (Google likes a well-organised page, just like your English teacher did)

There are plenty of free tools (Google Search Console, for one) that can tell you what’s broken. Fixing these issues won’t get you ranking overnight, but it makes a huge difference in the long run.

3. Strategic Branding: Who’s Actually Getting Googled?

Most business owners assume people search for their company. In reality, 84% of professional service referrals Google the person, not the business. If you’re an expert in your field, your name is as important as your company’s brand.

That’s why personal branding matters for SEO. Here’s how we structured SEO for an accounting firm’s key staff:

A well-optimised About Us page with real bios (not just job titles)
Headshots named properly (Google reads file names, so ‘john-smith-accountant.jpg’ is better than ‘IMG12345.jpg’)
Regular blog content tied to each person’s area of expertise

This simple approach meant that when potential clients Googled the accountant’s name, they landed on a well-crafted bio full of useful insights - not a random LinkedIn page or some outdated business directory listing.

SEO That Brings Real Business Results

The goal of SEO isn’t just to get traffic - it’s to get the right traffic. We saw this firsthand with a Melbourne-based building company that wanted more local leads. Instead of trying to rank for broad terms like “Melbourne builder” (which is ridiculously competitive), we created content around questions real home-builders have, such as:

Should I choose a tin or tile roof for my Melbourne home?
What’s the best heating system for a new build?
How long does it take to build a custom home?

These blog posts started appearing in Google’s ‘Featured Snippets’ - those answer boxes at the top of search results. The result? More clicks, more leads, and customers who were already educated about their options before picking up the phone.

The Secret to SEO Longevity: Create Content That Ages Well

SEO isn’t just about today - it’s about building long-term visibility. I’ve worked with a sports dietitian whose website we built eight years ago. We haven’t touched the site in years, yet her old blog posts still drive consistent traffic because they answer evergreen questions like:

What’s the best diet for a marathon runner?
Should I try intermittent fasting for weight loss?

Unlike social media posts that disappear into the void after a few days, well-crafted blog content can bring leads for years. That’s why, if you’re investing in SEO, content should be a major focus.

Wrapping It Up: SEO That Works

The truth about SEO? It’s not about chasing algorithms or stuffing keywords - it’s about structuring your website properly, answering real questions, and ensuring your business (and your people) show up when potential clients are searching.

So, if you’re tired of empty SEO promises and want an approach that actually works, start by asking yourself: What are my ideal clients Googling? Answer those questions well, and the rankings - and business, will follow.

Want to find out more about how I do this with my clients? Shoot me a message or look at my website.

Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.

http://www.andrewford.com.au/