We analysed 100 Tasmanian business websites – here’s what most get wrong about SEO...

To better understand how small and medium-sized businesses in Tasmania are approaching SEO, we analysed the homepage of 100 websites across a variety of industries.

SEO, or search engine optimisation, can sometimes take a back seat for businesses, particularly during the exciting process of launching a new website or in the hustle and bustle of running your business.

While it’s easy to get caught up in perfecting your website’s design and imagery, this can inadvertently sideline the important practices that ensure your site is visible to search engines.

Similarly, many businesses try to add keywords they think their customers are searching for, but without proper research and data, these efforts often fall short and can even lead to a reduction in traffic.

Our deep dive of local business websites revealed some encouraging trends, such as consistency across mobile responsive design, but also identified clear gaps in key SEO practices.

This paints a detailed picture of how businesses are navigating the digital space and, in particular, where opportunities for improvement lie.

The goal of this analysis is to help businesses better understand these practices and offer practical advice for business owners.

Whether you’re just starting with your website or refining your existing SEO strategy, these insights are designed to help you take meaningful steps toward improving your online presence.

Dominic, owner of Wakeford Digital explains, "SEO can be a foreign concept to many business owners, but a common misconception is that SEO is something you can set and forget.

"Particularly SEO Hobart and across Tasmania is an ongoing process of refinement that evolves alongside search engine algorithms as well as user behaviours."

"I think the mindset we advocate for is that businesses need to view SEO as a continual investment, adapting to changes and improving over time to remain competitive."

In the sections ahead, we’ll break down the key elements of SEO – what they are, why they matter, and how Tasmanian businesses are performing in each area; plus actionable tips to help you enhance your website’s performance.

Diving in, our analysis focused on six critical areas of SEO:

• Meta Titles
• Meta Descriptions
• H1 Tags
• Subheadings (H2, H3, H4)
• Alt Tags
• Mobile Optimisation

These areas were selected for their impact on search engine rankings and overall user experience and below, we’ll delve into each one - presenting the data, sharing insights, and providing actionable steps to improve.

Let’s get started...

What is SEO, and Why Does It Matter?

Search engine optimisation, or SEO, is the process of improving your website to make it more visible on search engines like Google.

Unlike paid advertising, SEO focuses on organic traffic - meaning visitors find your website through search results rather than a channel like paid ads.

This is particularly valuable for small and medium-sized businesses looking to build a sustainable online presence.

"SEO, unlike social media adverts, often isn't an instant or quick hit of website traffic" says Dominic. "Inherent in the nature of 'optimisation' is that it can take time and effort to see meaningful results from SEO, particularly in competitive keyword areas or industries."

"Compared to social media adverts however, whose efforts stop when the money is turned off, the benefits of SEO can be long-lasting and sustainable, which is a fantastic return on investment for small businesses."

The true value of SEO lies in its ability to position your website as a reliable and relevant answer to users' queries.

Search engines aim to provide the best possible results to searchers, so optimising your site means aligning with what users want and what search engines prioritise.

Whether it’s optimising your meta titles or improving mobile responsiveness, every small step contributes to your overall ranking. Let's explore the analysis of the individual SEO elements...

Analysis of Key SEO Elements

Key Factor 1: Meta Titles

Meta titles are the clickable headlines that appear in search engine results.

They play a critical role in capturing attention and setting expectations for what users will find on your page; a well-crafted meta title can entice clicks, drive traffic, and improve your website’s ranking over time.

They’re often the first thing a potential customer sees, so they need to be both compelling and relevant. However, many businesses fail to strike the right balance - which can lead to missed opportunities in search visibility.

What the Data Shows:

From the Tasmanian websites analysed - pleasingly - all included a meta title; however, only 72% of these were considered optimised for SEO.

When performing the analysis, we consider optimisation of the meta title to include:

• relevant keywords
• the business name and
• an unique call-to-action or differentiator.

Without these elements, meta titles fail to fully capture user interest or convey the value of the page.

Some platforms like Squarespace and Wix sometimes auto-generate meta titles, which explains the high inclusion rate, but these default titles are rarely optimised for search engines.

"Having a meta title is an important SEO factor, which search engines do place weight on," says Dominic. "But it’s not enough to simply just auto-generate this element."

"Particularly when considering the meta title for your homepage, let alone all pages of your website, if this doesn’t balance the primary keyword and your business name, as well as something unique to make you stand out in search results, then this is a huge missed opportunity.

"Consider someone scrolling through the search results—this balance can be the difference between a click and your website being overlooked in favour of a competitor."

How to Optimise Your Meta Title:

1. Include your primary keyword naturally in the meta title.
2. Add your business name to build brand recognition.
3. Incorporate a unique value proposition or call-to-action.

To start - find out what your primary keyword is.

Utilise tools like AHREFS, SEMRush, or Ubersuggest to research keywords, or even free options like Google Search Console.

When writing your meta title, aim to include your primary keyword naturally too. For example, a fictional business like Cheeky Smile, a dentist in Hobart, might consider "Cheeky Smile | Your Family-Focused Hobart Dentist" instead of "Hobart Dentist | Dentist in Hobart."

This approach not only improves visibility but also adds a professional and engaging tone to your website.

Key Factor 2: Meta Descriptions

Meta descriptions are the short snippets that describe your webpage in search engine results.

While, particularly in 2025, they don’t directly impact rankings, they significantly influence click-through rates by helping users understand what to expect from your page.

A well-written meta description provides clarity and encourages users to click on your link instead of a competitor’s. However, crafting an effective meta description requires both creativity and strategic keyword placement.

What the Data Shows:

From the Tasmanian websites analysed, we found that 67% included meta descriptions - however, only 60% of these were optimised effectively for SEO.

Our analysis revealed that many businesses struggle to write engaging descriptions, often defaulting to generic or auto-generated text.

An optimised meta description should be enticing, include primary keywords, and provide a clear reason for users to visit your page.

"Meta descriptions should be more than an afterthought," says Dominic. "They’re an opportunity to summarise your page and persuade users to click through. Including keywords early in the description and crafting a message that resonates with your audience can make a big difference."

How to Optimise Your Meta Description:

1. Write unique descriptions for each page.
2. Place your primary keyword at the start of the description.
3. Focus on user intent—what question or need does your page address?

Begin by identifying the purpose of each page and the questions your audience might be asking.

For example, if you run a bakery in Hobart, a meta description like "Discover Hobart’s favourite bakery with freshly baked bread and pastries daily - visit us today!" is far more engaging than "Bakery in Hobart offering bread and pastries."

By focusing on your unique offerings and user intent, your meta descriptions can effectively draw in potential customers.

Key Factor 3: H1 Tags

H1 tags are the main headings on a webpage and are crucial for both search engine optimisation and user experience.

They serve as a roadmap for your content, guiding readers and search engines to understand the primary focus of the page.

What the Data Shows:

From the Tasmanian websites analysed, 75% had an H1 tag, but only 47% of these were optimised effectively for SEO.

This means that over half of the H1 tags were either generic (e.g., "Home" or "Welcome") or duplicated across multiple pages, diluting their value.

"An optimised H1 tag not only helps search engines understand your page but also captures user attention," says Dominic.

"Think of it as the first impression of your content - if it’s clear, relevant and engaging, you’re setting the right tone for both users and Google."

How to Optimise Your H1 Tags:

1. Use only one unique H1 tag per page that reflects the page’s primary focus.
2. Incorporate your primary keyword naturally into the H1 tag.
3. Avoid using generic headings like "Home" or duplicating H1 tags across pages.

Start by reviewing all your pages and identifying whether the H1 tag accurately reflects the content.

For example, a plumbing service page could use "Expert Plumbing Services in Hobart" instead of a generic "Services."

Tools like Screaming Frog or SEMRush can help audit your H1 tags to ensure they’re unique and keyword-optimised.

Key Factor 4: Subheadings (H2, H3, H4)

Subheadings break your content into digestible sections, improving readability and helping search engines understand the structure of your page.

They are vital for user experience and a key part of SEO strategy. Think for us here at Wakeford Digital for example, if our homepage focusses on web design Hobart, sub headings might include benefits of web design for Hobart businesses, costs of website design, types of web design etc.

What the Data Shows:

From the Tasmanian websites analysed, 92% used subheadings, but only 62% optimised them effectively.

A common issue was the overuse of generic subheadings like "Contact Us" or "About Us," which fail to support SEO efforts.

"Subheadings are your opportunity to expand on key topics," Dominic explains. "When used strategically, they can improve the reader’s journey and reinforce your keyword strategy."

How to Optimise Your Subheadings:

1. Use subheadings to break up content logically and include secondary keywords.
2. Avoid generic headings like "Contact Us" or "About Us" unless necessary.
3. Ensure each subheading adds value and context to the content below it.

For instance, instead of a generic subheading like "Our Services," you could use "Affordable Plumbing Services for Hobart Homes."

This approach makes the content more specific and aligns with search intent.

Key Factor 5: Alt Tags

Alt tags provide text descriptions for images on your website.

They are essential for accessibility and offer an additional opportunity to improve your SEO by including keywords.

What the Data Shows:

From the Tasmanian websites analysed, 80% used alt tags, but only 43% optimised them effectively.

Many websites left alt tags blank or used irrelevant descriptions, missing out on both accessibility and SEO benefits.

"Alt tags are more than just an SEO tool," says Dominic. "They ensure your website is accessible to everyone, including those using screen readers, while also supporting your keyword strategy."

How to Optimise Your Alt Tags:

1. Write concise, descriptive alt tags that accurately describe the image content.
2. Include keywords where relevant, but avoid keyword stuffing.
3. Ensure every image on your site has an alt tag, even decorative ones.

For example, an alt tag for an image of a bakery might read "Freshly baked sourdough bread sitting on table outside Hobart Bakery" rather than just "Bread."

Key Factor 6: Mobile Optimisation

With mobile browsing dominating web traffic, ensuring your site is mobile-friendly is no longer optional—it’s a necessity.

What the Data Shows:

From the Tasmanian websites analysed, 97% were mobile-friendly, reflecting the widespread adoption of responsive design.

However, mobile page speed and usability issues were common, particularly in image-heavy sites.

"Mobile optimisation goes beyond just resizing your site for smaller screens," says Dominic. "It’s about ensuring the site loads quickly, is easy to navigate, and provides a seamless user experience."

How to Fix Your Mobile Optimisation:

1. Test your site using Google’s Mobile-Friendly Test to identify issues.
2. Optimise images and use lazy loading to improve mobile page speed.
3. Regularly review your mobile site layout to ensure buttons, menus, and forms are user-friendly.

Focus on performance and usability. For example, large image files can significantly slow down mobile load times, so compressing these can improve both speed and user experience.

Conclusion

Understanding the strengths and weaknesses of your website’s SEO is the first step toward improvement.

This analysis shows that while Tasmanian businesses are making progress in areas like mobile optimisation and meta titles, there’s still significant room for growth in other areas like alt tags and H1 tags.

"A reminder that SEO isn’t a set-and-forget process," says Dominic.

"It’s about staying adaptable and consistently improving - and hopefully the information and data above can help you analyse your own online efforts and make some easy improvements."

If you’re ready to take the next step with SEO for Hobart businesses however, Wakeford Digital can help you navigate the complexities of SEO and improve your online presence. Get your free video SEO analysis today.