If you have questions about Search Engine Optimisation (SEO) then check out the answers below:

Who the heck are you?

A: I’m Kate Toon, SEO Copywriter, SEO Consultant and Information Architect! If you want to know more about me, check out my About page or view my Linkedin profile.

Where are you?

A: I work out of an office in Newtown Sydney but live in the sunny Central Coast of NSW.

What is SEO?

A: Search Engine Optimisation (SEO) is the process of enhancing your website to get the best possible results in the natural listings. But what the heck does that mean?

Well, put simply, every website is judged by search engines on thousands of variables. The algorithms that search engines use to decide your position are a bit of a mystery and change all the time. Just to make it even more difficult, every search engine uses a different method!

So how do you ensure that your site gets the Search results you’re after on the top engines like Google, Yahoo! and Bing? You contact someone like me.

What are organic, natural search results?

A: These are the results that most of your customers want to use. They occupy the centre space on the web page. The long list of links is decided by relevance.

Why should I care about Search Engines?

A: SEO is, of course, just one part of a marketing strategy, but its importance is increasing due the number of users who use Google to find websites (around 80% of all website traffic is driven by natural search). A strong SEO strategy can lead to:

  • Increased visibility for your brand.
  • Improvement in overall traffic figures.
  • Better-quality leads.
  • Improved conversion rates.
  • Reduced cost of sales.
How do Search Engines decide on their rankings?

A: Search engines use lots of different factors to decide their rankings. They send out ‘bots’ or ‘spiders’ to ‘crawl’ your website and analyse it. Each search engine has it’s own complex algorithm and are constantly updated.

What is a keyword phrase?

A: A keyword or keyword phrase is what a user types in to find your site. For example you might have typed in ‘Sydney Copywriter’ to find this site.

How do I choose which keyword phrases to target?

A: A keyword or keyword phrase is what a user types in to find your site. For example you might have typed in ‘Sydney Copywriter’ to find this site.

For more information read ‘How to choose your SEO Keywords

Why is it so hard to get a good ranking for my chosen keyword?

A: Search engines use lots of different factors to decide their rankings. They send out ‘bots’ or ‘spiders’ to ‘crawl’ your website and analyse it. Each Search Engine has it’s own complex algorithm and they are constantly updated.

What is keyword analysis?

A: The first thing you need to decide when building a new website is which keywords and keyword phrases you want to go for. To do this, someone like me can carry out a keyword analysis, which involves a bit of research and a good understanding of business and the benefits you offer to your customers.

For more information read How to choose your SEO Keywords.

Can I pay for a high ranking?

A: You can’t pay for a good natural ranking, but you can pay for advertising.

What are paid search results or SEM?

A: Paid advertising or Search Engine Marketing (SEM) is where advertisers pay search engines to display their ad whenever someone searches for a pre-chosen keyword. They are labelled ‘Sponsored Links’ and appear at the top and the side of the search results. Google Adwords is an example of paid advertising.

What is search engine optimisation (SEO)?

A: Search Engine Optimisation (SEO) is the art of creating a website which is search engine friendly. This includes:

  • Designing and building an SEO-friendly website.
  • Deciding on keywords that are achievable.
  • Using the right keywords in your copy and code.
  • Driving lots of back links to your website.
  • Adding content regularly to your website.
  • Creating link bait.
What is link bait?

A: For more on link bait, read this article: How to create link bait.

Are directories useful?

A: For more information on directory submission, read this article:

Do directory submissions help SEO?


What is Google Places and how can it help my ranking?

A: For more information on Google Places, read this article: How to boost business with Google Places


What is back door SEO?

A: For more information on Back Door SEO, read this article.

How do I know if I’ve found a good SEO consultant or agency?

A: To learn more about how to decide if your SEO agency is good or bad, read this article: 10 Silly things other SEO consultants tell you

I’m always happy to provide recommendations for GOOD SEO agencies, so if you need one contact me. But of course I recommend you learn to DIY your SEO with my ecourse: The Recipe for SEO Success.

What now?

A: Give me a call, or drop me an email via my contact form. I’m always happy to have a chat about your project, and even if we don’t end up working together, I’m willing to pass on a few useful tips!

Want to chat?



I'm Kate Toon

I’m an award-winning SEO copywriter and SEO consultant with heaps of experience. I help big brands and small businesses to produce engaging, creative, clever content. Now I’m ready to help you.

Love and feedback

Alice Bullivant
Alice Bullivant
11:00 10 Apr 18
Kate's knowledge, advice and support is invaluable. Every single time I have followed her advice, things have improved for my business, and so much so that I invested in her full SEO course with the 1:1 option. This course is a must for small businesses that want to succeed - I should have done it much earlier. I cannot recommend Kate or her SEO course enough - thank you so much Kate for everything that you do and more
Casey Bryden
Casey Bryden
05:18 10 Apr 18
I'm currently working through the Degustation Recipe for SEO Success and so far my only regret is not having done it sooner. I can now clearly see the SEO opportunities for my business and I understand the actions that I need to take to get my business to the next level. Kate gets straight to the point and, while she clearly has the technical expertise, she manages to speak in layman terms to us non-SEO experts. The course is easily digestible, with short learnings and actions in each module, making it easy to get through between family and work life. If you do one thing for your business, sign up to one of Kate's courses. I never thought I'd say this, but I'm excited about SEO! Thanks Kate!read more
Third & Public
Third & Public
02:45 10 Apr 18
What a fantastic course - I'd been putting it off for so long - but I knew it would be worth it when I finally took the plunge. And it was. My knowledge has soared and my confidence also. It will be incredible to provide our clients with so much additional value moving forward. Thank you so much Kate. Your SEO course is without a doubt an absolute more
Nicole Cordony
Nicole Cordony
02:05 05 Apr 18
I just had a one hour degustation chat with Kate. By far the most valuable hour I have ever spent on marketing in my 17 year marketing career (seriously). I was blown away by how much we covered in the hour session, and I have never felt clearer about the path to SEO success for my business. Thanks so much Kate, you really are the expert!"read more
Stevie Dillon
Stevie Dillon
19:21 12 Feb 18
Thanks Kate for your Wordpress for SEO course, it was super helpful in building my Wordpress website and your extra assistance was more
Cathy Devlin
Cathy Devlin
11:14 24 Jan 18
I recently started Kate's Recipe for Success course and cannot recommend it highly enough. Kate cuts straight to the point on how to improve your SEO in easy to follow, actionable steps and provides amazing support and guidance to all questions from members in the group. Her knowledge is up to date, relevant and she has a great sense o humour to make the course fun too. Thank-you Kate!!read more
Dierdre El
Dierdre El
07:33 23 Jan 18
If the thought of your business staying the same makes you feel sick to your stomach - you need to do Kate's course. You owe it to yourself to learn from the very best in SEO. I recently completed Kate Toon's Recipe for SEO Success Course, and it was without doubt, the best thing I've EVER done for my business! After a few short weeks of implementing Kate's teachings, I watched my rankings dramatically improve in Google search results for my chosen keywords, and also obtained a top spot in the local pack and knowledge graphs. Previously, the majority of my new clients came from referrals but they're now coming from Google. Website traffic is also increasing daily, which is a direct result of what Kate teaches you to implement. A non-jargony course that's easy to understand and thoroughly enjoyable to complete, Kate's incredible support and sense of humour is a winning combination for any business. I cannot recommend Kate's courses highly enough! Thanks Kate, you're a bl**dy good egg!read more
Regis Gapaillard
Regis Gapaillard
01:30 05 Jan 18
I have done many online courses over the years and Kate's SEO course is one of the best ones. She has extensive knowledge about everything SEO and marketing, but the best part is that her courses are very practical and based on her own experience of what works. You can start implementing on day 1 and get quick results. I keep coming back to her videos to increase my knowledge and improve SEO results for myself and my clients. Thanks so much more
Gavin Hodgins
Gavin Hodgins
03:46 19 Dec 17
This is an unbelievably good course. I've followed Kate for a while before decided to take the plunge into the SEO recipe for success course, and I now only wish I had of done this sooner! The course itself is really well structured, there is a lot of amazing content that you get, plus the weekly coaching calls are wickedly good - they really helped me stay focused week to week to ensure I got through and did everything (almost) on time. I can now confidently run the SEO on my sites,, which is going to save me around $4k per annum - considering I paid less than this for the course in total, Im very happy with the return on my investment. Seriously, just go and do this course, you will not regret it. Thanks Kate, your an SEO rockstar!read more
Info | Craig Parry Photography
Info | Craig Parry Photography
00:17 18 Dec 17
I signed up for Kate Toon's SEO course so that I would feel more empowered when chatting to our web guys about our online presence and strategy, and to improve my own skills so that we could start implementing regular content myself. With each week building on the next, I found Kate's course easy to understand and highly beneficial. Not only did I learn about creating content the 'right' way, I've also learnt how to ensure our site is 'healthy' and has a good, solid foundation. There's loads of useful info and resources so the ability to dip back in and work through each step even after the course has ended is a bonus. Highly recommend. Thanks Kate!read more
Claire Gamble
Claire Gamble
12:19 12 Dec 17
I can fully recommend Kate Toon’s Recipe for SEO Success course. I’ve spent loads of time in the past reading articles and speaking to SEO ‘experts’, but apart from picking up a few tips here and there, I still didn’t feel that confident navigating my way around the vast SEO universe – especially the technical side of things. Kate’s course has been the answer to all my problems! It is so thorough, easy to understand and brings together everything in one place – without any nonsense or smoke and mirrors. I was blown away with how much amazing content and resources are included in the course. There’s so much more than I was expecting and I know I'll be revisiting the materials over and over more
Jasmine Andrews
Jasmine Andrews
04:23 12 Dec 17
Before I did Kate's course "The Recipe for SEO Success", I was offering half-assed SEO services to my web design clients. I sort of knew some of the steps to good SEO but didn't have a process to follow to ensure a consistently high quality outcome. Kate's course taught me a great process to follow, plus how to carry out each step thoroughly and for best results. She really knows her stuff and isn't stingy with sharing her years of experience with her students. I've enjoyed it so much that I somehow ended up registering for her Copywriting Conference because I trust Kate and her expertise so more
Alicia Kacar
Alicia Kacar
01:13 11 Dec 17
Kate Toon is the real deal. I've just completed the Recipe for SEO Success e-course, which is hands down the best course I've ever taken - and I've taken a few! Kate combines easy-to-follow lessons with loads of support, tools and resources. In a few short weeks, I've reduced the load time of my website by more than half, and made it to page 1 of Google for several of my keywords. I've even nabbed 2nd position for one particular phrase, which wasn't even on my radar before the course. Thanks Kate - you rock!read more
Stephanie Campanella
Stephanie Campanella
21:51 28 Nov 17
I've just done Kates course and she's spectacular. A real human teaching some awesome tech. Thank You Kate!!read more
Simon Mitchell
Simon Mitchell
22:57 12 Nov 17
Kate Toon's Recipe for SEO Success course offers a detailed (but incredibly easy to understand) insight into the world of SEO. I was a little unsure about making this investment, but considering the amount of information you get (plus lifetime access) it's actually extremely good value for money. I highly recommend the course for both SEO newbies and people who want to extend their skills in this more
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