Search Engine Optimisation (SEO)

Key insights for government content

• Governments worldwide strive to overcome the challenges of creating digitally accessible content, often hindered by time constraints and organisational limitations.

• Search algorithms can present opportunities, especially those prioritising government content.

SEO best practices

• Craft unique, descriptive page titles to clearly convey the purpose of the page.

• Identify and rectify technical issues, prioritising based on their impact.

• Align activities with website objectives, such as boosting traffic and user engagement.

• Focus on creating human-centric content that fulfils user intent.

• Integrate relevant questions from Google's "people also ask" feature to enhance content relevance.

• Employ internal linking and topic tags (taxonomy) to aid Google in contextualising content.

• Break down content into easily digestible segments, targeting a reading level of grade 8 or below.

• Design meta descriptions that are unique and enticing to click.

• Ensure content addresses user search queries effectively and stands out amongst competitors.

• Utilise tools like Google Search Console and Google Analytics for insights into search performance and opportunities for improvement.

Tools and Resources for SEO

• Beginners in content design and optimisation should explore our Introduction to GA4 dashboard training for foundational knowledge.

• Our Measure how content performs - digital guide offers detailed SEO-specific information.

• The vic.gov.au analytics dashboards provide comprehensive data, similar to that seen in Google Search Console, for understanding site or section performance.