Search engine optimisation

Search engine optimisation (SEO) improves a website's visibility in search engine results through a range of targeted strategies and techniques. This guide outlines the key components of SEO, explains how it works and sets realistic expectations for its impact on organic traffic.

Keyword research

Effective SEO begins with comprehensive keyword research. The right keywords connect user search intent with your content. Tools such as Google Ads Keyword Planner, SEMrush, and Ahrefs can help identify and assess relevant keywords. Google’s tool is free and offers insights into search volume and keyword difficulty. SEMrush and Ahrefs provide advanced features with trial and freemium options.

On-page optimisation

Once target keywords are identified, the next step is to optimise your website's on-page elements. This includes embedding keywords into page titles, meta descriptions, headers, and the main body of content. Optimisation should prioritise clarity and relevance while maintaining a natural tone. Overuse or forced placement of keywords—known as keyword stuffing—can harm user experience and search engine rankings. A well-structured, keyword-informed page supports both visibility and usability.

Content quality

Search engines prioritise content that is helpful, relevant, and aligned with user intent. To maintain visibility and engagement, regularly update your content, address common search queries, and focus on providing real value to your audience. Use data from tools like SEMrush, Google Search Console, and keyword planners to shape your content strategy. Monitor discussions on forums and social media to identify trending topics and create content that speaks directly to your audience’s needs and interests.

Technical

Technical SEO involves optimising the technical aspects of your website to enhance its performance in search results. This includes ensuring fast page loading times, mobile responsiveness, proper site structure and effective use of metadata. Addressing these technical aspects contributes to a positive user experience, which search engines prioritise.

User experience

User experience is increasingly becoming a significant factor in search engine rankings. A well-designed, user-friendly website enhances engagement and encourages visitors to stay longer. Factors such as mobile responsiveness, clear navigation and fast loading times contribute to a positive user experience.

WordPress

Selecting the right SEO plugin is essential for effective optimisation on WordPress. At Rubix Studios, we initially used Yoast SEO as our primary tool from 2006. Over time, we found the platform increasingly limited in flexibility and expensive to scale for more complex needs. As a result, we transitioned to RankMath, which we now use across all our WordPress websites.

Tools we recommend:

• RankMath
• SEOPress
• Yoast SEO

RankMath was chosen for its flexibility, built-in features, and cost-effectiveness, making it more suitable for managing SEO across a range of projects. We also evaluated SEOPress, which is another viable alternative offering advanced features and a lightweight setup. While Yoast SEO was once the gold standard, both RankMath and SEOPress now offer more modern, scalable solutions better suited to current SEO requirements.

Speed optimisation

Website speed is a critical factor in search engine optimisation and user experience. Below are our recommendations for tools that improve load times and overall performance, based on real-world testing and client deployments.

Tools we recommend:

• WP Rocket
• Cloudflare

WP Rocket is our preferred performance optimisation tool. It offers a simple setup, intuitive interface, and strong results out of the box. For most websites, it provides immediate performance improvements without complex configuration. E-commerce sites may require minor customisation to ensure compatibility with advanced functionality.

When paired with WP Rocket, Cloudflare’s CDN further enhances site speed and reliability by reducing load times and serving cached content from edge locations.

Image optimisation

Optimising images is a key factor in improving website speed and performance. At Rubix Studios, we use Imagify in combination with Cloudflare CDN to ensure fast and efficient delivery of visual content across all devices.

Tools we recommend:

• Imagify
• WP Smush Pro
• Jetpack

Imagify automatically compresses images and generates modern WebP formats, reducing file sizes without compromising quality. One of its key benefits is storing optimised images directly on your server, which helps serve content closer to users—boosting both load speed and SEO performance. Its integration with Cloudflare further enhances global content delivery.

While Jetpack offers free image optimisation via its Photon CDN, we chose not to use it due to unnecessary bundled features that can introduce bloat and compatibility concerns.

WP Smush Pro is another strong alternative, offering advanced compression features. However, its higher cost can increase overall website expenses, especially for small businesses or startups.

For most use cases, Imagify offers the best balance of performance, control, and cost, with a free plan suitable for growing websites.

Hosting provider

The speed and SEO performance of your website are directly influenced by where and how it is hosted. At Rubix Studios, we’ve developed our own hosting platform—Rubix Host—to deliver fast, reliable, and cost-effective solutions tailored to a range of business needs, from budget-conscious startups to performance-focused enterprises.

Hosting providers:

• Rubix Host (Australia)
• VentraIP (Australia)
• SiteGround (Singapore)

While our initial setup costs may not be the lowest in the market, our clients benefit from highly competitive renewal rates and consistent long-term value. Unlike providers that prioritise short-term pricing, our focus is on building sustainable partnerships and supporting long-term business growth.

Server location also plays a critical role. Hosting your website closer to your target audience improves loading times and can positively impact SEO performance. At Rubix Studios, we prioritise infrastructure that enhances both speed and reliability, ensuring your business remains accessible and competitive.

Result

One of the most common questions about SEO is "When will I see results?" The answer depends on several factors including how competitive your industry is, the quality of your content, and how well your website is optimised.

Short term

In the early stages of SEO, you may see small improvements, especially for long-tail keywords. Some early progress is possible, but most results take time to build.

Expected timeline between weeks to months.

Mid term

As search engines crawl and index your content, rankings and organic traffic typically begin to improve. Ongoing effort during this stage is important to maintain growth.

Expected timeline between 3 to 6 months.

Long term

Long-term SEO requires consistent work. Search engine algorithms are regularly updated, and competition can increase over time. To maintain results, it’s important to update content, track performance, and adjust your strategy when needed.

Expected timeline from 6 months, onwards.

SEO is an ongoing process that requires consistency and a complete strategy. It involves more than content optimisation—effective SEO also includes keyword research, technical improvements, user experience, link building, and continuous performance monitoring. While short-term improvements are possible, lasting results depend on long-term commitment and ongoing refinement.