📈Search Engine Optimisation (SEO)

Search Engine Optimisation is the long-term strategy for building organic visibility and authority on search engines like Google.

What is AI SEO and why is it important?

AI SEO is the practice of optimising your website and content not just for traditional search engine rankings, but to be understood, referenced, and featured by Artificial Intelligence-driven search engines (like Google’s Search Generative Experience, or SGE). It is no longer optional; it is the future of organic search.

The importance of AI SEO stems from a fundamental shift in how users find information.

1. Visibility in AI Overviews: AI-powered search engines now generate direct, summarised answers (often called “AI Overviews” or “snapshots”) at the very top of the results page. If your content is not structured for an AI to understand and trust, you will not be included in these dominant, zero-click answers.
2. Focus on Conversational Intent: AI understands natural language and conversational queries far better than old algorithms. AI SEO prioritises creating comprehensive content that directly answers a user’s intent (the “why” behind their query), not just matching a specific keyword.
3. Demonstrating E-E-A-T: AI models are explicitly trained to identify and surface information that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Your goal is to prove to Google’s AI that your content is a reliable, expert source.
4. Shift from Clicks to Brand Mentions: In an AI-driven search world, success is not just measured in clicks. It is also measured by how often your brand, data, and insights are featured and cited within the AI-generated answer. This builds authority and positions you as an industry leader, even if the user doesn’t click through immediately.

In short, AI SEO is about structuring your information clearly, proving your expertise, and directly answering user questions to become the primary source for AI-generated summaries.

What is the cost of SEO in Sydney?

For a small-to-medium business in Sydney, a typical monthly SEO retainer costs between $1,600 and $3,000 AUD per month. This cost varies significantly based on the agency’s expertise, the competitiveness of your industry, and the scope of work.

SEO pricing is generally structured in three ways:

1. Monthly Retainer: The most common model, providing ongoing services for a fixed monthly fee.
2. Hourly Rate: Used for consultancy, training, or specific technical tasks.
3. Project-Based: A one-off fee for a defined project, such as a technical SEO audit or a content strategy build.

SEO Pricing Models in Australia (2025 Data)

How long does SEO take to show results?

Direct Answer: You should expect to see initial positive momentum (e.g., keyword ranking improvements, traffic growth) within 3 to 6 months. Significant, business-driving results, such as a substantial increase in qualified leads or sales, typically take 6 to 12 months of consistent effort.

SEO is a long-term investment. Results are cumulative; the authority and content built in year one will continue to pay dividends for years to come.

What’s the difference between agency and in-house SEO costs?

Direct Answer: Hiring a full-time, in-house SEO specialist in Sydney typically costs $80,000 – $120,000+ per year, plus superannuation, benefits, and the cost of essential SEO software (which can add $5,000 – $10,000+ annually).

• In-House: Provides a dedicated, deeply integrated resource. This is often more cost-effective for larger, established businesses that require a full-time focus.

Agency: Provides access to a diverse team of specialists (technical, content, link-building) for a fraction of the cost of a full-time team. This is generally the most cost-effective model for small and medium businesses.