SEO in 2018: Our definitive guide

In 2018, there are more ways than ever before to improve your business’s SEO, all of which we are going to review in this definitive guide.


In recent years, SEO, or Search Engine Optimisation, has become something of a catchphrase for digital marketing professionals. This is for good reason – most people find the services they require, whether that’s purchasing products online, or hiring a local plumber, through a search engine. Search engine optimisation involves the incorporation of certain phrases or keywords as part of the engaging content, that will ensure your company ranks highly amongst the search results.

In 2018, there are more ways than ever before to improve your business’s SEO, all of which we are going to review in this definitive guide:

Remember the importance of RankBrain

RankBrain is the system for machine learning which orders Google’s search results. This is actually far less complex than it sounds – it’s easy to understand the way RankBrain creates an order for results to be displayed in. The algorithm is based on the way customers interact with links – so how much time they spend on your website, combined with your click-through rate, or CTR. It will become increasingly important for companies to understand the way RankBrain works, to ensure their page gets higher up the results and therefore increases traffic to their site.

Upping your Click-Through Rate

Your click-through rate, or CTR, refers to how many people choose your page to click on out of all the listed search engine results. There are plenty of ways to increase CTR, for example, developing an interesting blog or ensuring the text displayed underneath your website’s title is engaging enough that potential customers are desperate to know more. An improved click-through rate will result in a higher search engine ranking.

Concentrate on content and context

While the use of certain keywords and phrases is still important, search engine algorithms have become far more sophisticated and are now able to detect the context within which a site is using those keywords. For this reason, it’s important that the content you publish on your site is not only optimised through the words you’ve chosen to use but also that the writing is both in-depth and fully comprehensive. Essentially, Google wants to show users the site that is most likely to help them, so long-form blog posts and articles are far more likely to improve your SEO.

Consider other platforms

In 2018, people don’t just access search engines via their own computer. It’s likely that users will be viewing your page on a mobile phone too, so it’s important to ensure your site is mobile friendly. With mobile phones and the advent of search tools such as Siri, it’s also likely that many people will search using their voices, so it’s important to also consider this aspect of search engine use when optimising your website.

If you’re interested in search engine optimisation for your business’s online pages but aren’t sure where to start, it’s a good idea to choose a reliable digital agency to help you come up with an innovative digital marketing solution. iFactory has been in the business for a long time now, and clients across Australia trust us to come up with effect SEO optimised content for their online sites. If you’d like more information about the services we offer, contact us today.

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