In late 2003, Google made a major change to the way it calculated the 'page rank' of sites in its index. As a result of this change, one company found that its website had slipped from a 'first page (top ten)' position, to a sixth page position - in fact number 68.
We then carried out a SEO project on their website, and within 3 months had achieved top positions in Yahoo and MSN search engines, and got the website back onto the first page; and then by further work we were able to gain the top position on Google for a series of targetted searches.
With incresed visibility came increased pageloads and increased enquiries. The data from these enquiries was then fed back into content development, to broaden the website and make it 'content rich'. Along with a series of deeper technical changes, which are not visible to the human browsers, this has kept the website in pole position despite growing strength from competitors who are undertaking basic SEO tasks.
The website is now so important to the client that it generates over 60% of the companies income; and at time when the market has changed its buying preferences from 'window shopping' in resort to web browsing, it is seen as up-to-date, authoritive, full of useful factual information by the human browsers, and accessible, organised, indexable and interesting by the spiders who index it. To backup the website some simple management processes ensure that not only is a high enquiry rate obtained, but conversion rates average over 80%.
During this process we have discovered 'secret keywords' which it's competitors do not seem to target; put in effective monitoring from which fine tuning can be developed, and created an important 'feeder site' to generate further traffic. By examining the websites of competitors it has been possible to identify elements of their sites which may be of interest to visitors, and also potential 'problems' or negative factors on other sites. This has led to the development of some new content areas, in particular targeted at the growing band of regular customers.
In the future the website will need constant fine tuning to stay ahead of the competition, maintain its leading position in the Search Engine Results; and by fine tuning the content, continue to have interesting content for both customers and spiders alike.