On-page SEO is the foundation of your digital presence; it’s the process of ensuring Google understands exactly what your website is about and why it should show it to potential customers. For Australian small businesses, getting these basics right means the difference between being invisible and appearing right when a local customer searches for your services.
Why On-Page SEO Matters
Think of your website like a physical shopfront in Brisbane. If you don't have a sign out front, a clear list of services, or an organised layout, people will walk right past. On-page SEO acts as your digital signage and floor plan, making it easy for search engine ‘crawlers’ to index your pages and for users to find what they need.---
Prerequisites: What You’ll Need
Before you dive in, ensure you have the following ready:- Access to your website's CMS: (e.g., WordPress, Shopify, Squarespace, or Wix).
- A Google Search Console account: To monitor your performance.
- A list of keywords: 3-5 primary phrases you want to rank for (e.g., 'Plumber in Chermside' or 'Brisbane Boutique Hotel').
- Google Chrome: It’s the best browser for using SEO inspection tools.
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Step 1: Conduct Basic Keyword Research
Before you change a single word on your site, you need to know what your customers are actually typing into Google. Use tools like Google Keyword Planner or simply look at the 'People Also Ask' section on Google search results. Pro Tip: Focus on 'Long-tail keywords'. Instead of just 'Accountant', try 'Small business accountant Brisbane'. These are easier to rank for and bring in more qualified leads.Step 2: Optimise Your Title Tags
The Title Tag is the blue clickable link that appears in search results. It is one of the most important on-page ranking factors.- How to do it: Keep it under 60 characters. Place your primary keyword at the beginning.
- Screenshot Description: In your CMS (like Yoast SEO for WordPress), you will see a field labelled 'SEO Title'. You should see a preview of how it looks on a mobile screen.
Step 3: Write Compelling Meta Descriptions
While meta descriptions don't directly impact rankings, they heavily influence your 'Click-Through Rate' (CTR). This is your 155-character sales pitch.- The Formula: [Keyword] + [Unique Selling Point] + [Call to Action].
Step 4: Use Header Tags Correctly (H1, H2, H3)
Headers help Google understand the hierarchy of your content.- H1 Tag: This is your page title. You should only ever have one H1 per page. It should include your main keyword.
- H2 & H3 Tags: Use these for subheadings to break up text.
Step 5: Optimise Your URL Structure
Your URL should be clean and descriptive. Avoid long strings of numbers or dates.- Bad URL:
www.yourbusiness.com.au/p=12345/ - Good URL:
www.yourbusiness.com.au/services/blocked-drains-brisbane/
Step 6: Optimise Your Images (Alt Text)
Search engines can't 'see' images; they read the code behind them.- How to do it: When you upload an image, fill out the 'Alt Text' field. Describe the image using a keyword if relevant.
Step 7: Improve Your Content Quality and Length
Google prefers 'thick' content that provides real value. Aim for at least 500-800 words for service pages and 1,000+ for blog posts.- Australian Context: Ensure you use Australian spelling (e.g., 'specialise' instead of 'specialize'). This builds trust with local readers.
Step 8: Implement Internal Linking
Internal links are links from one page on your website to another. This helps Google discover new pages and keeps users on your site longer.- Action: In your service description, link to your 'Contact Us' page or a related blog post. Use descriptive 'anchor text' (the clickable words) like "view our pricing guide" rather than just "click here".
Step 9: Check for Mobile-Friendliness
Over 60% of Australian searches happen on mobile. If your site is hard to navigate on a phone, Google will penalise you.- How to test: Open your site on your phone. Are the buttons easy to click? Is the text large enough to read without zooming?
Step 10: Optimise Page Speed
A slow site frustrates users and search engines. Use Google PageSpeed Insights to see how you fare.- Quick Fix: Compress your images before uploading them using a tool like TinyPNG. Large image files are the #1 cause of slow small business websites.
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Common Mistakes to Avoid
- Keyword Stuffing: Don't repeat your keyword 50 times. Write for humans first, search engines second.
- Duplicate Content: Never copy-paste text from another website (even the manufacturer's description). Google wants unique content.
- Ignoring Local Intent: If you serve Brisbane, make sure 'Brisbane' or your specific suburb is mentioned in your H1 and Title tags.
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Troubleshooting Common Issues
"I made changes but Google still shows the old title." Google doesn't update instantly. It can take anywhere from a few days to a few weeks for Google to 're-crawl' your site. You can speed this up by pasting your URL into Google Search Console and clicking 'Request Indexing'. "My images look blurry after I compressed them." Try to find a balance. Aim for file sizes under 200KB. If it's blurry, you've compressed it too much. Use 'Save for Web' settings in your photo editor. "I don't know where to edit my H1 tags." In most builders like Elementor or Squarespace, the H1 is automatically generated from the 'Page Title' field. If you are unsure, right-click your heading in Chrome, select 'Inspect', and look for the---
Next Steps
Now that your on-page SEO is handled, it's time to look at the bigger picture:- Set up Google My Business: Essential for appearing in the 'Map Pack'.
- Start Blogging: Create content that answers common customer questions.
- Build Backlinks: Get other local Brisbane websites to link to yours.
Need a professional audit to see how your site stacks up against your Brisbane competitors? Contact the team at Local Marketing Group today for a comprehensive SEO review.