Category Archives: Search Engine Optimisation

site optimisation

How to Optimise your Website with Supportive & Substantial Content for SEO

hands typing on a keyboard

SEO is about optimising your website and improving its organic rankings, done by the programs and bots that crawl your website and analyse its individual pages.

The most effective and strategic way to do this over the long term is with supportive, substantial content and copy.

The core goal of your content is to have more visitors engaged on your website pages for longer. When you create consistent, original, useful content you are investing in better SEO results.

It’s not just that Google counts the words and ranks you on that word count – it’s because good quality longer form content keeps people on that page longer – which boosts your ranking.

What is supportive content?

We talk about the need for supportive content with clients all the time. It’s fundamental to SEO because once we have identified the keywords that you want to rank for – the questions and queries that your ideal clients would type into a search engine – then we need content about them to optimise.

So the more content you put on your website about the things your customers will be searching for and the problems they are trying to solve, the better.

When we start working with a new client and research their keywords, we have a good look at what’s on page 1 for those keywords – and what we find consistently is that the pages that rank best are the ones with lots of copy about their customers’ problems and their solutions.

And when our clients create that supportive content and we optimise it, we see immense improvements in their keyword rankings.

It makes them much more competitive online – because their competitors are often doing it. Better yet, if they’re not doing it then you’re already one step ahead. 

Where do you put supportive content?

(Everywhere you can 🙂 )

Supportive content can be anything, really – it includes blog posts, services pages, landing pages. The key is to have good quality, helpful, readable content and copy that uses your keywords naturally and appropriately. The major search engines are way too smart today – you can’t just repeat the same words and phrases over and over. (That will get you a “Google slap” pretty quickly.)

For example, one of our clients Outcome.Life is an internship provider, helping international students into internship placements for work experience. They wrote a blog post that is a really informative, step-by-step guide on how to fill out your internship logbook – including examples of bad entries and how to improve them. 

That one post was so good that it won them a Featured Snippet with Google – which is even better than a #1 ranking because it gets displayed right at the top of Google’s search results. featured snippet in google for internship logbook keyword

There are some pages that we regularly find that people have overlooked.

Category and product pages on eCommerce websites are a good example – it’s quite common for us to find that a new client has an awesome product range – but the category page is virtually a copy-free zone. Make your category and collection pages helpful, information-rich explanations of your products and the problems that they solve for the people who buy them.

asos womens jeans landing page supportive content


Make sure that any product pages have lots of supportive copy in their “description” and “additional information” tabs. Too often, we see product pages with just one sentence in the description – and that’s a waste of valuable online real estate.

A helpful, well-written category or product page with relevant, optimised meta tags means that when Google crawls the page it’s clear what it’s about and it can see that the content is consistent with the headings and the meta tags. This is how to get Google to reward you with higher organic visibility. 

Supportive content is helpful to your visitors

Write with your end users in mind – think about who they are, their demographic, their needs and what they are wanting to achieve, such as international interns who want to get work in Australia.

Supportive copy helps you build influence and trust, which is fundamental to increasing your online success. It helps you to demonstrate your authority and lets visitors get to know you, like you and understand the benefits of what you offer.

Supportive copy isn’t all about what you do or the features of your products. Supportive copy is about the results that your customers are seeking and how you help them achieve those results.

Be substantial as well as supportive

Make your content long enough to be really useful to your website visitors for best results. This can feel challenging, but it’s worth the time investment. Both Google and your visitors will reward you for it.

Some people will tell you “don’t write too much” – but that advice is well out of date.

Information-rich copy doesn’t have to be overpowering – as long as it’s written to be easy to read. There are a range of readability tools available to help you check your content.

But how do you create it in the first place?

Tips for writing substantial, supportive content and copy

The idea of writing a long article can seem a bit confronting when you’re staring at a blank computer screen. So here are some suggestions to help you develop good long-form content:

  1. Write with your end user in mind.
    Think about your customers – their age, their gender, their work, their values, their goals, the language they use.
  2. Write helpful content.
    Think about a challenge that your end users are dealing with – and write content that can help them with that challenge. (HINT: read through your customer testimonials for what they value)
  3. Once you’ve picked a topic, get specific.
    A useful tool we’ve written about before is 4MAT learning – where you answer these four questions in this order – Why? What? How? What Else? (HINT: open a doc and put in those headings about your topic)
  4. Talk your content out first.
    Separate out your thinking from the mechanics of writing and talk your content first. Find a listener and talk to them about the topic, recording what you say. It’s easier than ever before with conferencing tools like Zoom, PLUS low-cost transcription tools such as that can turn the audio into text quickly and easily.
  5. Use quotes and excerpts (with attribution)
    If someone else has a good idea, share it. Quote them and then explain why it’s a good idea for your end users to consider based on your experience or expertise. Make sure you attribute the idea, of course!
  6. Include case studies and examples
    Telling a story is engaging and entertaining, as well as explaining your idea and creating extra content. When you’re giving examples, it can be useful to create a contrast between “what to do” and “what NOT to do”.

SEO is extra powerful when you have substantial supportive content

Well-written, substantial supportive content – especially when it’s well-optimised – is the ultimate way to really rank for the keywords you are targeting. It’s a win/win – because Google likes it AND because it’s an excellent way to make a good impression with your website visitors.

So make it something you invest in regularly – whether you write it yourself or engage a professional to do it for you.

An Example of What Some SEO Experts Do

I’m not usually in the business of criticising what other search engine optimization companies or individuals do but the other day, I came across this site that was set up for the pure purpose of search engine manipulation. The article that was written, made no sense at all. It was just a page designed to fill with text that was pure jiberish and stuffed with keywords and links to a web site. This makes the concerned website that the links go to look rather untrustworthy. I for one would not buy from that site if I came across articles such as this one. I have posted the article below.


bad seo practice

Click on Image to Enlarge

The problem I have with this type of thing is this: I don’t really care what people do to their own websites to get rankings in Google but I do care when ‘seo experts’ use these type of methods for their clients and potentially wreck their websites. Is it any wonder that legitimate search engine optimization companies find it harder to get new clients when there are such hacks out there who promise fast results with such dubious methods as the example above.


The bottom line is this. Whatever search engine optimization company you engage to optimize your website, KNOW what they are doing. Always ask for a full report that states the link to any article they write, comment they make, post they post and what type of sites they are linking your website to. Never take it for granted that they are doing the right thing just because they say they are or because they don’t really say much at all for you to be concerned about.


Thank you for visiting.
Andrew Radics

For more information on all things digital, you know the drill


Local SEO – Introduction to SEO for Business

Over the last couple of years, Local SEO has grown considerably, especially provided the growing popularity of smartphones and much better connectivity while being out and about. Nevertheless, it has a lot in common with organic Search Engine Optimization, but its ultimately very different.

The objective of Local SEO is to offer outcomes that are as relevant as possible to the searcher based upon their location. If you searched ‘best restaurant’ on your computer right now, Google would supply you with results that are near to you. However, if you made the exact same search on your smartphone, it would provide you with results depending on where you are at the time.

In this video, Andrew Radics and Ian Hopkinson discuss what Local SEO is all about and how it can affect your local business.


The Mobile Age of Telephone Throwing – Art or Sport?

Ian and Andrew here discuss the quirky sport of telephone throwing in Finland. Apart from throwing his own phone, Ian along with Andrew talk about the infamous incident when Russell Crowe threw a phone in the hotel suite, resulting in being arrested.

In this video, Andrew Radics and Ian Hopkinson discuss the phenomenon of throwing mobile phones.


search marketing services

How Google Works – SEO

Have you been wondering how the whole world of Google actually works? We all know that it is the number one global search engine, but many don’t know just how Google finds your webpage.

Don’t stress, Ian and Andrew discuss what it is that makes Google the powerhouse it is, and how we can help improve your site ranking.

Discussed in this video are:

1. Google Bots / Web Crawlers

Crawling the World Wide Web and bringing all of the information back to Google.

2. Google Indexing

Result of the Google Bots crawling information on World Wide Web

3. Google Signals

Google’s relevancy program

4. Robot TXT Files

Files that prohibit Google crawling your website

5. On-Page SEO

Using SEO tools and knowledge to improve your page ranking

We have covered this in many other videos before so be sure to give some of our other videos a watch after viewing this one.



3 Tips For SEO & Web Dev’s – Let’s All Get Along

After 274 days of absence, we are back. After successfully taking on another nine months of interesting corporate clients, we have gained a wealth of knowledge and experience that we are dying to share with you.

There are always departments in every business who butt heads with differing views occasionally, but it is how you deal with these instances to reach that common goal that is so important. In the last nine months, we have experienced occasions like this with a number of our clients where they believed they knew how to perform SEO because they knew the backend of the website.

However, this can have detrimental results, as there is a very distinct difference between someone ‘thinking’ they know how to conduct SEO, compared to agencies such as us, Mad Scientists, with years of experience and R&D under our belts who can really make a difference to your brand.
In this hangout Ian and Andrew share with you their 3 tips of how SEO and web developers can work better together. We will be discussing:

  • Park the ego
    • Listen and learn from each other to work towards the same common goal for the business
  • We ‘Mad Scientists’ are specialists
    • We have always been big on constant research and development and with many years of doing so along with our experience – we like to consider ourselves as very knowledgeable in what we do.
  • Explain to the client:
    • Why what we do is different to other digital agencies and why we get the results.




The Quiet Achievers-Real Expert SEOs

Everyday, all of us at work receive many telemarketing calls from companies trying to push their services. If its not phone calls, then its emails. We have a big problem with that. We understand these people have a job to do but the problem lies in their ‘cookie cutter’ approach and their regimented marketing script. They tell you that:

  • you are not ranking for “competitive keywords
  • they can get you to the top of Google in 3 months or less
  • they can get you more business/leads

All of which sounds great! But, when they tell you this, they have not done any research on your website or your industry. It’s just a generic script they have to read. For this reason, SEO companies that are really good at what they do, do not need to use telemarketing companies or email list companies to get their business. Its all based on referrals from happy and satisfied clients who are happy to recommend them to other businesses.

The SEO companies that have to rely on cold calling methods really do not know SEO at all. If they did, then their own websites and other forms of digital marketing should be generating all of their leads. After all, isn’t that what they do? Think about that the next time you answer a call from a telemarketer or read an email from someone representing a local SEO company.

In this video, Andrew Radics and Ian Hopkinson discuss why SEO companies should not rely on telemarketing or spammy emails to generate business.


Outsourcing and SEO Rip-offs

Turnover isn’t a measure of SEO expertise, nor are awards. Many digital marketing companies outsource their SEO.

Beware SEO Outsourcing.

Find out how they do their work — do they outsource to other countries? The vast majority of outsourced work goes to “SEO chop shops” in countries with huge populations and low wages. SEO work outsourced to “chop shops” go from a model of “one solution fits all” where they pursue simplistic strategies that can be executed by subsistence-wage, minimum capability office workers working 50-60 hours per week.

What is delivered will probably match what’s promised — in terms of directory submissions, backlinks, etc. — but do the arithmetic and you can work out that they will end up doing 5 hours/week for you. That amount of time WON’T buy you quality.

Worse, the techniques they’re applying are out-of-date. They won’t get you better Google results – they’re a waste of time and — even worse — could end up earning you LESS trust with Google, not more.

You don’t need to be able to DO Search Engine Optimisation in order to understand how to determine its quality, but you do need to be a savvy purchaser. If your SEO provider outsources your work – dig a bit deeper and make sure you’re getting a service worth paying for.

In this video, Andrew Radics and Ian Hopkinson discuss ways in which a lot of SEO companies rip people off.