Australian entrepreneur and founder of Rubix Studios. Vincent specialises in branding, multimedia, and web development with a focus on digital innovation and emerging technologies.
Search engine optimisation (SEO) is a critical driver of visibility and customer acquisition for small businesses in Australia. With over 90% of online experiences beginning with a search engine, optimising for relevant, local search queries is essential to remain competitive. SEO is not a quick-fix strategy, but these structured, results-driven actions can accelerate improvement and enhance long-term digital performance.
Keywords
Effective keyword use begins with identifying terms that match search intent. This means understanding what your target customers actually search for—not just what you want to rank for.
Tools:
- Google Keyword Planner: Best for volume and competition data
- Ubersuggest: Affordable and beginner-friendly
- SEMrush or Ahrefs: Advanced analysis of competitor keyword use
Action:
- Focus on long-tail keywords with lower competition (e.g. "vegan café in Hobart" instead of "café")
- Prioritise Australian English terms (e.g. "tyres" vs "tires"; "tradies" vs "contractors")
- Create dedicated landing pages targeting specific keyword clusters
Local listings
Google Business Profile (formerly Google My Business) is essential for improving visibility in local search results and Google Maps. Verified listings with consistent and complete information perform better in location-based queries.
Checklist:
- Use an exact business name and match it across your website and directories
- Include high-quality photos of your storefront or services
- Encourage customer reviews and respond professionally to each
- Update trading hours and public holiday schedules
Local directories like Yellow Pages, TrueLocal, and Hotfrog also improve your credibility and link-building profile in Australia.
Mobile optimisation
As of 2025, mobile devices will account for over 72% of internet use in Australia. A responsive website directly affects SEO by reducing bounce rates and increasing user engagement.
Improvements:
- Use a responsive design framework (e.g. Bootstrap or Tailwind CSS)
- Minimise page load time by compressing images and eliminating unnecessary plugins
- Simplify navigation with larger tap targets and reduced menu depth
Use Google’s Mobile-Friendly Test to validate compliance and identify usability issues.
Internal linking
Internal links distribute authority across your site and help users navigate relevant content. Google uses these links to understand content relationships and prioritise crawling.
Practices:
- Link product pages to blog articles and vice versa
- Use descriptive anchor text that includes relevant keywords
- Create pillar pages that serve as hubs for related content
Aim to include at least 2–3 internal links on every content page.
Distribution
Posting content beyond your website improves authority and increases your backlink profile. More exposure also drives traffic from non-search platforms.
Platforms:
- LinkedIn: Ideal for B2B services
- Pinterest: High visibility for design, retail, and lifestyle businesses
- Quora and Reddit: Targeted niche audiences through credible engagement
- Medium: Syndicate blog content for extra reach and backlink opportunities
Regular posting and active audience interaction contribute to stronger off-page SEO signals.
Audits
Quarterly SEO audits are necessary to identify performance issues and missed opportunities. These audits examine technical errors, mobile usability, broken links, and on-page elements like title tags and meta descriptions.
Basic audits:
- Google Search Console
- Screaming Frog SEO Spider
- Sitechecker Pro
Use audit findings to prioritise fixes based on visibility, impact, and implementation complexity.
Small businesses that apply these SEO strategies can significantly increase their online visibility, attract more qualified traffic, and improve conversion rates. Prioritising keyword optimisation, local presence, mobile performance, and ongoing audits ensures that your digital presence remains competitive. With consistent implementation, these SEO tactics offer measurable returns on time and effort invested.