SEO is the process of making your website and digital assets more findable in organic search, the most common way people discover brands, services and products.
But its benefits go beyond simply attracting eyeballs and driving traffic – and it all starts with search data.
Mining search data through deep keyword research has the potential to unlock powerful insights, such as customer pain points, page and content ideas, and opportunities for new products and services, among other benefits.
Key opportunities for involving SEO:
Discovery projects – At Luminary, we respect the insights that search data can offer and use them early and often as part of our Discovery process, in tandem with stakeholder workshops, audits, competitor analysis and user research.
Website migrations – Migrations often include changes to code, content and URLs, which can pose a risk to organic search success. We've developed a comprehensive process that includes benchmarking, technical SEO uplift and QA, content planning and optimisation, and redirect mapping to ensure no SEO equity is lost.
Content strategies – Rethinking your content? Our SEO specialists work alongside content strategists to help you make sense of why content is/isn’t working, uncover competitor gaps, and define what content you need and whether any internal SEO training is needed to lift your game. We also offer generative engine optimisation (GEO) services for clients interested in getting found in AI-generated search.
Continuous improvement – Build in processes and activities to grow your organic search presence over time. Our managed services activities can include ongoing reporting, SEO, content, UX, training and technical consultancy to investigate, learn and improve over time.
Our SEO services
We deliver SEO services as part of a broader collective of digital strategy practices, working collaboratively to share findings, opportunities and strategic ideas that move the needle.
SEO audits
SEO audits help uncover your website’s current state of SEO set-up by comparing it to best practice implementation. This includes your technical set-up, keyword targeting and on-page optimisation, and what off-site SEO trust and authority signals you’re sending. Through an audit, we’ll unlock quick wins you can tackle now, as well as broader opportunities for consideration.
Search insights
We use keyword research both during our Discovery process as well as for ongoing content planning and strategic ideation. We’ll deep dive into how people search for your brand, products/services and industry vertical to find opportunities for pages and content, language nuances, demand for new products and services, and more.
Competitor assessments
When it comes to organic search results, the sites you compete against could be your direct competitors or search-specific competitors. Our SEO experts will review both and identify what’s working well for competitors and what it might take to surpass them.
SEO strategy
Our SEO consultants will consider all research and data inputs completed to date, including audits, keyword opportunities and competitor intel, to create a prioritised and actionable SEO program of work designed to help you achieve your brand and business goals.
Content optimisation
We make your content work harder by better aligning your SEO tags, headings and body copy, images, videos and app store listings with the language your customers use when searching.
Ongoing SEO management
SEO is a long game, and once your site is live, we offer ongoing optimisation services like monthly reporting, competitor monitoring, technical updates, content ideation and optimisation, off-site SEO support and training to help you stay on top of algorithm updates.
Our expertise
Key team members and musings from our blog
Shayna Burns
SEO Principal
Shayna oversees Luminary’s SEO and generative engine optimisation (GEO) services from audit and strategy through to execution and training.
7 min read
Six ways generative AI is reshaping our search experience
Adoption of AI-powered search is picking up steam, and it’s changing where and how users are searching. Marketers have an opportunity to take a fresh look at their content, web development and measurement priorities to better align with generative AI’s unique criteria using generative engine optimisation (GEO) tactics.
7 min read
Evolving your SEO strategy for Google’s upcoming AI search experience
Search, as we know it, is in a state of flux. In Australia, we wait with curiosity for Google to roll out its new AI-generated search results module, AI Overviews, known as AIO.
6 min read
SEO copywriting: How to write for users and not their clicks
Recent algorithm updates show that creating value for your audience will get you further in organic search than being driven by keywords and search volumes. What are you doing to stand out?
4 min read
UX v SEO: Friends or Foes?
User experience (UX) design and search engine optimisation (SEO) have a sibling-like relationship: in years past, they may have conflicted, but as they’ve matured, they realise they have a lot in common.
6 min read
Generative AI: How to prepare for the next evolution in organic search
What is generative AI, how does it impact discoverability in search, and what should you be doing now to prepare for the change?
5 min read
Four common risks to SEO during migrations – and how to mitigate them
One of the most common concerns clients have during website replatforming and migrations is what impact the project could have on their hard-earned SEO authority and traffic. Thankfully, with careful planning, it’s not as scary as you’d think.
6 min read
Regulating the use of generative AI in the workplace
Does your workplace have an AI Policy? If not, it’s time to start thinking about implementing one. Below are some factors you should consider in developing guidelines for the responsible use of AI.
Handy resources
Check out the handy resources below for downloadable guides, checklists and templates to help you achieve your digital goals.
8 min read
How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
9 min read
Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
6 min read
How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
5 min read
How to perform a website audit
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
6 min read
How to brief a digital agency
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.
Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.
Everything you need to know if you're considering developing and launching a digital product.
5 min read
Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
