frequently asked questions

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digital marketing faqs

Which is better, SEO or PPC?

We are often asked which is better SEO or PPC for a marketing campaign. While both are very different it is important to consider the target audience and marketing goals wanting to be achieved.

Whilst SEO takes time it can provide long term steady results for strong organic rankings and traffic. Whereas one of the greatest advantages of PPC is that you can start seeing results and Ad positions instantly, and easily refine your campaign to attract your ideal customer.

How long will my rankings take to improve?
For established sites with good online reputation, the changes we make will have an almost immediate impact. Newer sites without an online track record take more time. Rest assured however, SEO is a powerful strategy that generates significant impact given careful setup and a little time.

Generally speaking, we can see traction within a few weeks, but this time will depend on the difficulty of your SEO campaign and targeted keywords. It is important to note though if your website is a new domain your SEO campaign will take some time for your rankings to increase. We generally say it can take between three to six months for the more competitive keyword rankings to increase.

What are my latest stats/metrics?

Each month we’ll send detailed reports on your campaign performance as follows:

  • Custom monthly SEO & Google Ad dashboard reporting – this will be live so you can view it at any time throughout the month as needed.
  • Fortnightly updates on campaign performance and requests from your SEO account manager.
Why can’t I see my Google Ad when I Google myself, even though I have an Ads campaign running?

We are often asked by client why they can’t see their Google Ads when they search for themselves even though they have an Ads campaign running. Our first important piece of advice is never to search for yourself, as it could affect your ad campaign.

The reason your Ads might not be showing, could be due to geographical location, targeted search term and past user behaviour.

The best thing to do if you’re concerned about your ad placement or if it is showing, would be to use the Ad Preview and Diagnosis Tool within the Google Ads interface. This will allow you to see what your ad looks like without impacting any of your account statistics, ad quality or ad relevance.

Why does SEO take time before you see the benefits?

There are numerous factors that need to be taken into account when determining how long it may take to see results from an SEO campaign. Based on what we’ve seen from our own clients, for a newly established business with no online presence, it may take anywhere from 3-6 months for the effects of SEO to become apparent. For a business with an established website and an existing online presence, any changes that we make can be seen almost immediately.

Some of these variables may include:

  • The keywords and keyword themes chosen
  • The relevance of your content for those keyword themes
  • The quality of your content vs competitors who are already ranking in the SERPs
  • The age of your domain and your website
  • User metrics (e.g. how long a user stays on your website)
  • The location of your business
  • The competitors you’re up against on Google and how established they are
  • How quickly changes are implemented from the start of a campaign

It will take time for Google to assign the ‘authority’ it thinks your website deserves and compare it’s quality to your competitors.

Why is site speed important?

Page speed is a measurement of how fast your webpage loads.

Google have recently indicated that page speed is one of the signals they use in their algorithm to rank pages. This means that if you’re running an SEO campaign and your pages are loading slow, your rankings and traffic may be suffering.

Not only does it affect your rankings, but it also affects user experience. On average, a user waits around 2-3 seconds for a webpage to load before they decide to leave (and never come back).

You only get one chance to make a good first impression, so ensuring that your website loads fast is paramount.

What is a technical SEO audit?

A technical SEO audit checks technical aspects of your website to help improve your rankings in search engines such as Google. It puts a ‘finger on the pulse’ of your website to determine what fixes may need to be implemented.

Some of the checks included in a technical SEO audit include:

  • Indexability of your website
  • Crawlability of your website
  • URL parameter checks
  • Redirection checks
  • SSL certification checks
  • Sitemap checks
  • Checking browsable versions of your website
  • Checking internal links (broken links & orphan pages)
  • Website speed audit
  • Mobile responsiveness checks
  • Mixed content checks
Why do the titles you write for your webpages not show up on Google?

Google explain this best in their article titled, ‘Create good titles and snippets in Search Results’.

… we may try to generate an improved title from anchors, on-page text, or other sources. However, sometimes even pages with well-formulated, concise, descriptive titles will end up with different titles in our search results to better indicate their relevance to the query. There’s a simple reason for this: the title tag as specified by a webmaster is limited to being static, fixed regardless of the query.

When we know the user’s query, we can often find alternative text from a page that better explains why that result is relevant. Using this alternative text as a title helps the user, and it also can help your site. Users are scanning for their query terms or other signs of relevance in the results, and a title that is tailored for the query can increase the chances that they will click through.

Search console emails (mobile issues, posts expiring etc.) – What does this mean and do I need to do anything?

Google Posts
Posts on your Google Business profile act in a similar way to social media post where you can add updates, news, offers and information about your business. Your latest post remains visible on your business profile for 7 days after posting, then the post “expires” – this is normal behaviour for a post and is designed to encourage you to post regular updates to keep your profile up to date. Once a post has expired it can still be viewed in your post history. If you have an SEO campaign with us, we add regular posts to your Google Business profile on your behalf to keep your content fresh and up to date.

Usability Issues
On occasion you may receive an email from Google that advises you of a usability issue on your website – for example it may flag that text is too small on mobile or that buttons are too close together. It’s important to note that these reports are generated by Google’s crawling engine so they are based on calculations not on actual user experience. Logging into your Search Console will allow you to view more information on the reported issue to determine if it’s something that needs to be fixed.

I googled “very specific low volume query” – why don’t I come up in results?
When we are designing a strategy for your SEO campaign we complete detailed research into all potential keywords to describe your services and determine which are the strongest to target based on the volume of searches each query receives. This means we optimise your site for the keywords and phrases that people are actively searching for, setting you up for the best chance of success.
Can we target these areas as well (adding suburbs/regions/services/keywords)?

Your current SEO package has been designed to actively target specific keywords, services and locations based on our research and knowledge of SEO strategy. In some cases additional keywords or locations have been excluded from your campaign because they don’t have sufficient search volume to support a successful campaign.

If you are looking to expand your SEO campaign to cover an additional service you offer or to focus on a new location or region we can certainly discuss an addition to your current package to support this.

How long should a blog post be?

You may have heard that blogging is great for SEO and for bringing traffic to your site and you’d be right. A good blog post should focus first on being informative, covering relevant information to your post topic, being related to your core services and should always provide value to your reader. 300-500 words is a good indication for a short post but to provide good quality content you could go as far as 800 – 1500 words or more. Longer content should always be broken into sections with appropriate subheadings for readability and clear navigation. Remember to also break longer posts up with some images or infographics so you aren’t presenting your reader with a giant wall of text.

Why do I lose my pelocal pages when I cease my campaign?

When you sign up for an SEO campaign with practiceedge you are renting our proprietary pelocal software as part of your monthly campaign fee. Your local pages are generated, updated and maintained by this software and just like renting a house or car, once you cease your monthly fee you no longer have access to it, or the pages created by it.

I searched for Chiropractor Melbourne from overseas and I don’t come up

Google have a number of complex algorithms that determine which search results are presented to a user and one of these is geolocation. Google will make the assumption that when you are searching for a service or product that the best results will be those that are close to your location so they use this information in determining rankings. This means the same search performed from different locations will produce different results. Your SEO campaign is designed to target clients located in your target areas so we optimise your site to show up for these people as they are the most likely to engage your business.

I got an SEO report from another company that says my current SEO is not working

Imagine you are an SEO agency looking for new clients. The most promising clients are the ones that are happy to spend money on digital marketing services as they are more likely to engage your services. Many SEO agencies will actively target your business because they can see that you are already investing in digital marketing services and so you fit their customer profile. Unfortunately, many agencies, particularly those targeting large volumes of clients with lower quality automated marketing services will attempt to do this by discrediting your current marketing campaign. Automated SEO reports will often only take your home page into account when analysing your site and will choose keywords at random from your page copy to claim you are not ranking well.

At practiceedge all our campaign analysis and management is performed by a dedicated account manager so you can rest assured that the strategy we have designed is specific to your goals and business.

What is the difference between domain name and hosting?

Websites are typically comprised of two key components – the domain name and the website hosting.

The domain name refers to address that people use to access your website. For example, the practiceedge website domain name is

Domain names are registered through service providers known as domain registrars, and are typically registered for a period of 1 or 2 years at a time. It’s important to ensure your payment details are up to date with your domain registrar – if you stop paying, the domain may be available for purchase by someone else.

practiceedge can register a domain on your behalf, or can take over management of your existing domain name. If you have an existing domain name but aren’t sure who the registrar is, you can find that information by using a service such as WhoIs.

Website hosting, on the other hand, refers to space on a server which holds all of the files, code and information used to make up your website. Quality website hosting is critical to ensure your website remains secure, loads fast, and is online 24/7. Website hosting providers typically charge hosting fees on a monthly or annual basis. practiceedge offer premium Australian-based website hosting.

Still not clear on the difference between domain names and website hosting? Let’s think about it as if we were dealing with a mobile phone and a SIM card. In this scenario, your website hosting would be like a mobile phone – it contains all of the hardware, software and files to function as required. However, without a SIM Card (or in this instance, a domain name), there’s no way for people to reach you.

I found this great image on Google/Pintrest/Facebook etc. Can I use this image on my website?

In general, no, you cannot use pictures that you have found on Google, Pintrest, Facebook etc.

Whilst tools such as Google and Pintrest are great for inspiration and providing you with a general idea of the types of images you would like to work with, chances are the images you are looking at are somebody else’s intellectual property. Unless permission for commercial use has been explicitly stated, always assume that images you find online are protected by copyright.

Fortunately, there are numerous resources available to provide you with legal, high quality, professional images for use on your website.

All clients of practiceedge can take advantage of our access to the BigStock photo library, included with your new website build or marketing campaign. Alternatively, if you need a great image for a blog post, social media post or email newsletter, there are a number of high-quality image libraries which allow commercial usage without attribution or linkback requirements. Our favourites are:

What are the ongoing associated costs with running my website?

All websites will incur ongoing costs for website hosting, domain maintenance, and in some instances, a third-party mail provider.

Depending on the required functionality, your website may also need additional subscription-based software. Examples of subscription-based software include advanced eCommerce functionality, appointment booking software, membership portals etc. When planning and discussing your new website, our team will make you aware of any ongoing software costs before implementing them as a chosen solution.

Who is responsible for creating the content for my website?

You are. Once we’ve discussed and agreed upon the structure of your new site, it’s your job to start getting together the content that we need to include on each page of your site, including text and images. We recommend you start on this as soon as possible.

Whilst minor changes, corrections and amendments are permitted, we need the content that you’re providing us to be as close to final as possible. Excess content changes or revisions may incur an additional fee.

If writing content isn’t your strong point or you simply don’t have the time, we also offer Copywriting Services for an additional fee, priced upon application. We will, however, still require some guidance and input from you to ensure we’re conveying the right message to your customers.

Can I update my website myself?

Yes, you will be given access to be able to perform basic updates to your website such as adding or editing pages, blog posts, projects, image galleries etc. More complex tasks such as template or theme updates may require assistance from the practiceedge team.

Whilst we do build our websites using intuitive, user-friendly page building software that allows pages to be edited without needing to code, a reasonable understanding of page builders and typical website structure and functionality will be required.

If you are engaging in any of our digital marketing services such as SEO, we recommend that you consult with your Campaign Manager before making changes to any pages that could affect your SEO results.

If you’re adding images to your site, don’t forget to resize them for web using a tool such as PicResize. No one likes a slow website!

If you would rather let practiceedge take care of any updates you require, just let us know – we offer ad-hoc team support at an hourly rate. For those who require regular or frequent updates, you may want to consider signing up for a WordPress Care Support Plan.

Can you help me configure my email client?

No, our team cannot assist you with local email set up or configuration of email accounts on your desktop or laptop computer, tablet, mobile or other devices.

For business grade email services, we typically recommend that our clients utilise a third-party cloud-based solution such as Microsoft’s Office 365 or Google’s GSuite. Businesses utilising these solutions will need to engage with their respective service provider to resolve any configuration issues.

Clients with limited budgets or a low volume of email correspondence may choose to utilise cPanel-hosted email services which are available as a free add-on to practiceedge website hosting plans.

If you’re experiencing issues with accessing your cPanel-hosted emails, practiceedge can check that the account is active and accessible via webmail, and can perform a password reset if necessary.

I’m using cPanel-hosted email. What is the difference between POP3 and IMAP?

cPanel-hosted emails can be accessed via webmail using your web browser such as Chrome, Firefox, Safari or Microsoft Edge. They can also be configured to operate through a local mail application on your desktop, laptop, tablet or mobile. When configuring a cPanel-hosted email account on a local mail application such as Outlook, you will need to choose the way in which your account operates – IMAP or POP3.

It’s important to note that cPanel-hosted email services are using the same disk space as your website, so your inbox space will be limited depending on your hosting account size, the number of different email inboxes you are operating, and how you have configured your email accounts on your local mail applications.

When set up as an IMAP account, your mail client connects to and synchronises with your mail server. Rather than downloading and storing a copy on your device, you are reading your email directly off of the mail server. The great thing about IMAP is that it works well when accessing your emails from different devices – an email marked as read on your phone will automatically show as being read the next time you’re using your laptop to view your emails. Unfortunately, as IMAP stores and maintains emails directly on the mail server, you will need to regularly delete old emails to make space for new ones.

When set up as a POP3 account, your mail client downloads a copy of the email from the server to the device you are running, then removes the email from the server entirely. The advantage of POP3 is that you don’t need to log in to webmail to delete old emails to prevent your inbox from running out of space, since the emails are removed from the server automatically after they have been downloaded. POP3, however, doesn’t allow for effective mail synchronisation between multiple devices.

how can we help?

book your free discovery call

how can we help?

book your free discovery call