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How we'll optimise your website

Things to consider:
As we've mentioned on every page in this section, we'll mention again, just to make sure we get our point across - Search Engine Optimisation is a two-part process, and nothing will happen if only one part of the process is performed. We'll do our part, and then give you detailed instructions to help you do your part, and we'll be here to advise further if you need us.

Before you embark on an optimisation quest, you should be fully aware of exactly where you want your business to go, and have a detailed business plan available so that you don't end up going in a direction you didn't want to go.

Very often, a client will see what we've done with other sites and how we've done it, become quite excited, and a simple SEO job will turn into a complete site redesign from the ground up.

Also, sometimes a site is so riddled with errors, bad code and bad design that it would be less work to simply scrap the lot and redesign the site from the beginning - you should be prepared, both financially and emotionally (this is doubly amplified if you designed the site yourself), for the possibility that this might be the case. The stark reality of naked code cannot tell lies - not even little white ones.

A quick overview:
First, we look at your site, and we look at where you've gotten with that site, and we consider what we can do to improve your rankings.

Then, we figure out what would be a good set of keywords would be for you to compete on.

Then, we analyse the sites of your strongest competitors for those keywords, to find out how they got to the top and how easy it would be to take that position from them.

If it would be an easily-winnable fight to take those keywords, we go ahead with the changes. If not, we go back a couple of steps and refine accordingly until we find a set of keywords that we know we can win without problems, and then we go ahead with the changes.

Then, once you've built up a strong position with those keywords, we start again from the beginning, going through the same process of self-analysis, competition analysis, acquiring a target and making the necessary changes - but this time, we set our sights a little higher.

1. Knowing your own strength:
Before we begin, we'll need to see your website and have a look through its code, and we'll also need access to any reporting or tracking software you have installed. We will most likely not need your FTP logins for this, as we can do this sort of thing from our browsers. We'll check your site's code by hand, then run it through a couple of tools to pick up on anything we've missed, noting down any problems or errors along the way. We'll then analyse where you stand in the search engine rankings at the time, so we've got a good idea of what we're up against.

While we're checking your code, it makes sense to run a cross-browser and cross-platform compatibility check - does your site look the same in both FireFox and Internet Explorer? What about FireFox on Linux? Safari on a Mac? If it doesn't, you'll hear about it, because the cross-browser compatibility report is included as a free bonus.

We then give you all this data, regardless of whether or not you want to go on to the next step, which is planning for action.

2. Knowing the best scenario:
We then need to figure out between us what sort of keywords the ideal customer will be searching for when they come across your site. By "Ideal Customer," we mean the visitor in a hypothetical scenario where if Person X searches for Keywords Y and your site appears, they will be very likely, more likely than anyone else, to give you some money. We need to find out who Person X is, and what he's searching for - nobody can make more than an educated guess at this information, but given how long we've been doing this, we can make a more educated guess than most.

3. Choosing your targets:
After we've decided on some keywords that the ideal customer will be searching for, we'll run them through Google. For each website that appears on the first page of results, we will perform the same tests and analysis that we performed on your website. This lets us see how fiercely contested your target is, and shows us how the big boys are handling their optimisation compared to how your site is doing.

All this data helps us to decide if the goal is easily achievable, and if so, what we need to do before you can take the ground. We'll compile our findings into a report and run all of the data past you, so you'll know exactly what your competitors are up to, which ones you can easily surpass, and which opponents will be harder to beat. This lets you choose your targets with all the information to hand.

This data is then yours to peruse at your will, regardless of whether or not you choose to go forward with execution of the plan - and it's the sort of data that large companies pay thousands of pounds for.

4. Knowledge becomes practice :
We will require your FTP logins in order to make changes to your website. In many cases, the website will appear unchanged to most visitors. Once we're satisfied that Google's spiders can easily index your site, and that we've directed their attentions towards the most relevant content, we'll prepare a report detailing what you need to do to uphold your side of the equation. Remember, both sides need to be fulfilled or nothing will happen.

We'll then write up a report detailing what we did, so that it can be independantly verified if needs be.

5. Post-Execution:
It may take a little while for the change to become apparent, so we'll give you plenty of advice on what to do in the meantime.

We'll also install ridiculously detailed tracking components to your website to let you know exactly where your visitors are coming from, so that you can carry on refining the content of your website to suit your visitors.

After a month or so, we re-evaluate things, analyse the site and its performance again, see what the competition's up to, and decide based on the results whether we're in a good position to aim a little higher this time.

This is the only service for which we can provide a set quote on our website, as the process of analysing the site and scouting out the competition is pretty well the same for any project.

The entire first phase of the SEO procedure, including analysing your site and providing recommendations, costs £25 and can be done within a couple of hours.

The second and third phases involve consultation with you, can take a whole afternoon, and costs £30 if performed over the phone or within Cheshire (it costs a little more if we have to travel more than sixty miles or so, please contact us for a quote). If you do the first, second and third phase all in one go (or reasonably close together) then the first three phases will only cost £40 all together.

You'll get a full and detailed report of the sort of quality that larger business typically pay thousands of pounds for, and it'll cost you forty quid. Knowledge is power, and this sort of information can make you a lot of money. And what's more, if you then choose to go ahead with the execution of our recommendations, or to commission a website from us, we'll knock the initial £40 off the final bill.


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