Apex Action Pty. Ltd.

Qualifications

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Frequently asked questions

• How did you decide to get into your line of work?

  I was working as a digital producer/account manager at my previous job when one of our clients queried why they weren't getting results from their SEO provider. As I have been experienced in SEO since 2011, I was tasked to write an audit on their web traffic based Google Analytics and the original statement of work from the 'professional' SEO agency. What I found alarmed me. The SEO company did a typical "3 pages x 3 keywords" type of project for the client. One keyword example that the client wasn't ranking for was the term 'Holland Blinds'. After a quick, eyeball test of the Google Search Engine Results page, it was clear the the term Holland Blinds, though well known and often searched, was an LSI (Latently Semantic Indexed) term for the more highly competitive 'Roller Blinds' keyword. By not understanding a 'no-go' keyword that would be too competitive to justify a return on traffic from an SEO campaign showcased to me that most professional SEO agencies are, as suspect, glorified sales reps who outsourced their services overseas (in this case, India). neither the account manager or the CEO of the company knew what they were talking about on the phone, with only their manager based in India with any insight into the technical aspects of SEO. I knew in this moment that there is a gap in the market for quality SEO services that focused on the strategy and roadmapping of services as too many agencies left clients in the dark - promising the world and delivering nothing.

• What do you like most about your job?

  Most people can say: What they do - I'm a digital consultant, I help small businesses charter the unfamiliar waters of the world of online marketing. Some people can say: How they do it - I use sophisticated tools to outline a strategy to plan a course of action to grow the authority and relevance of your website to improve your web presence. How many people can say 'Why' they do it? Why do I love doing Search Engine Optimisation? SEO is fun, what your website crawl up the search engine ranking and those Google Analytics figures triple are exhilarating. Reaching out and contacting people, participating in niche relevant communities and getting a companies out there is always exciting. Most important, people trust search engines because they provide answers. As an SEO professional, you are helping people find what they are looking for - you just happen to also be helping a business get found by the right people.