The average digital marketer in Sydney understands the difference between the 4 factors of SEO: 1. On-page optimisation (focusing on keywords and how they’re used) 2. Off-page optimisation (focusing on other websites linking to yours, a.k.a “link-building”) 3. Technical implementation (the “code” side of SEO) 4. Social Activity (Social profiles, shares etc.) (If you’re interested, head over to http://www.searchenginepeople.com/blog/basic-areas-seo.html for more info on these ) Unfortunately, there’s a fifth factor that has just as big an influence on your overall SEO as any of the above factors.