You can undertake some SEO tasks yourself, but achieving substantial and sustained results often requires specialist knowledge; the complexity lies in understanding how search engines interpret and rank websites, and this is increasingly reliant on sophisticated platforms.
As of December 2025, platforms like Semrush and Ahrefs offer Australian businesses access to tools that automate much of the technical SEO process. These platforms crawl websites, identifying issues like broken links, slow page speed (critical for Google’s Core Web Vitals scoring), and missing meta descriptions. They also provide keyword research functionality, showing search volume data specific to Australia, and competitor analysis, revealing the keywords competitors rank for. Semrush, for example, now includes a ‘Site Audit’ feature that generates a prioritised list of technical fixes. Google Search Console, a free tool, provides data directly from Google about your site’s performance, including indexing status and search queries driving traffic. In 2026, these platforms are expected to further integrate with Google’s AI-powered ranking systems, requiring users to understand how algorithms like RankBrain and MUM influence search results. Australian data privacy laws (like the Privacy Act 1988) also impact SEO, as user data is increasingly used for personalisation, and compliance is essential.
These platforms function by collecting and analysing vast amounts of data to provide insights into search engine behaviour and website performance, allowing users to identify areas for improvement.
