Earlier this year, they had a new website built which destroyed various content optimisation that had been done in the past and to say I was disappointed was an understatement.

This company spends a lot of money on Pay-Per-Click to generate sales enquiries. During 2011 alone, we are talking about £13,000.

So, when we started talking back in October, I was keen to do two things.

1. Optimise the content on the key pages of the website.
2. Optimise the pay-per-click campaigns to save money.

Pay Per Click Needs SEO

To some respect, pay-per-click and SEO go hand-in-hand. Optimising web content not only creates the potential additional natural (free) traffic from search, it also creates specific advert campaign landing pages when done correctly.

In turn, a well optimised and relevant landing page will not only bring down your pay-per-click ad spend with Google; you also tend to get much higher conversion rates from fewer clicks.

Relevant Pay Per Click Advert Funnels

Imagine you are in Google and you search for a specific product or service. Firstly, when you look at the adverts, you’ll notice that they tend to have some relevant adverts, intermingled with some completely vague and irrelevant adverts. That’s lazy advertising!

The best way to attract sales enquiries through your website is to create the most relevant sales funnel that you can by creating:

• Relevant and specific sponsored keyword lists
• Relevant advert copy attached to the keywords
• Relevant landing pages

The user then gets what they asked for when they searched – from start to finish.

How Well Does PPC Convert?

I could bore you with a whole bunch of figures here, but it’s key to explore the funnel right to the end, because it’s essential to understand  how many of the conversions (in this case sales enquiries) come from the Pay Per Click opposed to other traffic.

In this case, firstly I stripped the Pay Per Click Campaigns right back, reducing the amount of money the client was spending by over 41% (based on historic monthly costs).

Over two months, we’ve saved £1,500 alone. Not only that, the number of enquiries (from all sources) had the opposite effect – see below.

Furthermore, enquiries from Pay Per Click went up from a conversion rate (click to enquiry) from 0.15% to 1.12% in less than two months.

In real terms the pay per click optimisation project resulted in four times as many enquiries, while at the same time slicing 41% off the ad spend.

Summary

If you are running ad campaigns through search engines and can understand the potential to optimise your pay-per-click strategy, why not contact me today?

Me, I seem to be coming out of the other end of the cycle. Cynical, but with an even more focused understanding of what’s worth doing to make a website deliver. Here’s a couple of thoughts:

Google – Adverts Not Results

Google is forever blurring the lines between search results and people who pay to be there. Let’s face it, the Adwords Pay Per Click model is genius – it lets the market decide the prices… and they keep going up as idea-less marketers throw more money at it.

Take this screen shot (from a standard PC monitor) which proves my point. The natural listings (local result from a localised result) is so far down the page that the number two result is only just hitting the screen.

Does this mean the pressure is more and more towards the number one result at the cost of all else?

While Google tell us to focus on basic guidelines of quality, it seems there is less and less chance of being found for the investment of time taken to create the content.

(See also this interesting article at SEO Book which highlights that Google Are Advertising to say as much).

Less Feedback from Analytics

I love Google Analytics. Combining the data with Webmaster Tools (and Adwords when applicable) treats me to a lot of data feedback when refining and creating website content.

But, they seem to be choosing their own rules about privacy and have started to hide keywords from logged in Google users.

If you can’t collected ‘deeper’ data from Analytics, some of which will highlight conversions over traffic, perhaps we are being guided to optimise for less and less keywords to drive up the prices of adverts?

Next year will be interesting with the “Cookie Law”. If anyone takes notice, you can expect to get VERY little data out of your Google Analytics. A company I know complied to the law and saw they tracked data fall to 6%.

What To Do?

This post may seem like a bit of Google bashing but it’s not. It’s more about having clarity of business goals. If you are paying an SEO who consistently refers to keywords, yet you can’t see the business benefit, perhaps it’s because keywords and optimisation in themself are becoming less important.

Or, more to the point, SEO is just part of a much larger strategy requirement.

Good SEO housekeeping is not a luxury anymore – it’s a necessity. But beyond the basics, there are too many other factors in the mix to simply rely on SEO alone moving forward. So:

• Make sure you understand your standing in search engines. Which market, and who, can you compete with realistically?
• Make sure your web pages each contain specific content pertinent to that page (product, service, case study, etc.)as standard – including location.
• Take part in social engagement IF it is relevant and WHERE it is relevant. There are still to many B2B companies with Facebook Pages… Why?
• Don’t get hung up on social media. If it works for your business, make sure there is a measurement in place that truly justifies the investment of time and money.
• Google Adwords can get very expensive. Optimising your campaigns will save you money and help you compete to get not only traffic – but sales enquiries. Don’t let Google guide you in setting up your campaigns.
• Web Design and Usability seem to STILL be overlooked by many companies. Instead of focusing on Google Position, why not focus on conversion rates?

There is still plenty of opportunity to be had in terms of search engine optimisation. But, canny sales and marketing teams are measuring the conversions and stripping back their activity.

Yes, brand and product promotion are still essential for SEO (as with all marketing) but ROI is pushing the lean to become leaner.

You’re setting up a new business. You are excited, and have a lot going on as you organise everything you need for your startup. In terms of marketing, you know want a website and you know you need email so you find a web designer or web programmer who offers to do the job. Then they ask…

What domain are you using and where is it  managed?

Very often, the answer will be something along the lines of… I don’t know all about that techy stuff, can you organise it for me?

Five Years Later On…

Domain management (and ownership) is invisible when it works and is often forgotten. Then, as your business grows, you need to scale; whether it be with additional email accounts or a new website, or even simply moving your hosting to a new platform.

Then comes the problem. Right… where is the domain managed?

Recently, I have come across three big problems, which I hope will scare the shit out of you enough to wake up and get your domain management sorted.

Case Study One – The Domain Kidnapper

A new client of mine was getting fed up of ‘the guy doing their website’.

He was great when our business was small because he was cheap and when we aksed for stuff, he did it. Now, as the business has grown, we find him slow to respond so we want a new website that we can manage.

When they told him they were moving over to a new supplier, he got incredibly upset and angry and eventually relented to the fact that he was losing a client.

He then quoted them £1,500 to transfer their domain.

When the domain was initially registered by the supplier, the web designer registered it in his own name. So, he is the legal owner of the domain and holds the control, even though the customer was building their online marketing strategy around the website.

Yes, they could fight him for it, and get lawyers involved, but the costs involved could soon get out of hand.

Result

My advice was to either pay the ‘ransom’ and put it down to experience, or, start with a brand new domain. We chose the second option.

In this specific case, the original domain (and associated website) had not built up enough reputation over the previous three years – not enough to worry about anyway.

Four months later the new website is live and – because yours truly was involved – it is delivering more than the original website ever had.

Case Study Two – Now Where Did I Put Those Details?

Another new client (who I’ve been speaking to for some time) had various people managing various parts of their online profiles. The company has a number of website on various domains, scattered across a number of providers.

Then, one day, suddenly, one of them disappeared showing a holding page for the Hosting Provider.

Through the confusion of what was where, a bill was not paid to one supplier. Although it was a year ago (during which time you’d assume you hadn’t done anything wrong because everything continued to work) suddenly, the hosting was switched off. The loss of the website online and the loss of the website files.

Ouch.

Result

The client is taking control. My advice was to collate all of his domains into one central management console that he has access to and control over.

Case Study Three – Where Are The Account Details?

Two different times I have seen this happened – The email address and account associated with the administration account is never checked.

Once I saw a client let their domain lapse because they had registered it in an account (and with an email address) that they no longer used.

Another time, the person in the organisation had emigrated and no-one could contact him to find out where the details were.

Summary

Taking control of your domain(s) is as essential as making sure you know where your passport is. And, because there are long amounts of time in between when you may need to access your control panel, remembering how to log-in and where user names and passwords are kept is a business essential.

As your brand builds equity builds, so do the channels you use to access markets. The web is arguably the first place people search so don’t end up losing one of your valuable business assets.

For me, online marketing needs to be sustainable, as does my own personal commitment to time-related processes. Hence, I decided that there are many more productive uses for the hours in my day.

There are plenty that will tell you otherwise, that social media is the future. They’re usually trying to sell some Twitter related thing at the end of it though.

Delivering Results

I’m an Arsenal fan (don’t hold it against me). Currently Arsène Wenger is under immmense pressure after losing two top players and a poor start to the season. So much so, the media are constantly challenging his position.

Football is about results. When (crosses fingers) Arsenal start winning, it will be water under the bridge… but time is a big factor. Results are needed now to keep the fans happy. And boy are fans a fickle bunch.

Only as good as your last campaign

I deal with a lot of sales people in my job. People that want results and are very black and white about success. Sales and marketing have always been at odds on this point and brand building is an essential part of the mix. That said, I get where the sales team are coming from. Pipeline in any business is a hungry beast.

The hype surrounding SEO, online marketing and social media as a delivery tool can be honed to deliver success. But, not for every business in all industries (unless you have very deep pockets).

Payback

It’s all about payback. In 2011, many marketers are shitting their pants because they can’t bluff it any more. Strategy and execution and patting oneself on the back don’t cut it if the campaign doesn’t deliver.

Marketing is the new sales – Tweet that to your 1000 followers. See what it delivers.

My sales proposition for these companies is not that I design a bespoke website – more budget would be required – but that I create a ‘decent’ looking website using a tried and tested layout that will deliver their businesses results.

One of these new clients is a brand new company, the other has an existing website. To them, the money they are spending is a big investment; so, my number one goal is to make sure they don’t regret having paid me six months down the line.

I even found myself telling the startup that there are web designers / web companies that can create a website a lot cheaper than me… Before discussing the value of the websites I create and that Return On Investment (ROI) is the true measurement in their case.

Getting In The Game

It still surprises me – especially when you have some sort of idea how much a new client may be worth to a company – how little they invest in getting new customers through their websites; especially when compared to existing advertising channels.

For example. Say a company spends £5,000 on a website rather than their usual press adverts. After two months they start getting one enquiry a week and convert half of them. That’s around 22 new customers in the first year. If each one is worth £500 profit, that’s £11,000. They’re £6k up already.

With my new website clients, a real opportunity to get new sales leads not only exists, but is very attainable due to the quality of the competition. The ROI should end up being much higher in terms of percentages.

New Website Build

The new website is for a flow screeding company in Hampshire. Quite a niche market, but lots of opportunity. Partly through the lack of quality competition online and partly through zero local competition. It may take a while to build credibility online, but the new website should pay for itself ten times over in year one.

Website Refresh

The second website is for a sign company. I haven’t started re-building this website yet – just tweaking what’s already there – but the local competition is beatable (I’ve done my research) and despite the existing domain having little authority, it has age – which we can build upon.

The content tweaking opportunities on the existing pages alone will have a big impact during build stage.

Although the profit from a new customer for this company is lower, the market is larger and diverse and I am confident that this client will get their investment in their new website back within 3-6 months.

Not Just Design

As much as I know quality quality web design is integral to long-term success of a business website – especially for brand building – these companies are not at the stage where their brand is so defined.

What is important in the short to medium-term is building a sales channel.

A good website can deliver sales leads for most businesses (if not all) as long as the sales messages are defined and the online sales process is clear. One of my biggest bug-bears (still) are passive websites that completely overlook the sales process completely.

If you have a website that looks pretty (or not) and doesn’t deliver sales leads, then something must be missing. Here’s where I tell you I can help. Why not contact me for a chat?

But, the dichotomy is that when it comes to the web, clear marketing definition and execution are essential to delivering sales leads – especially when it comes to design and web usability.

Here’s a couple of recent examples that I’ve worked on that demonstrate that website usability can deliver sales and profit to many different types of businesses, often very cost-effectively.

Website Usability Audit For B2C

In conjunction with a web agency, I recently helped produce a website audit for a large B2C company, backed up with some creative to answer any issues that were discovered. With the realisation that online marketing should be delivering more for the sales pipeline, they commissioned a number of web agencies to appraise their website from the view of a user. For a company with revenues of nearly £100 million, this could turn out to be a shrewd investment that could have a large impact to income generated via the online channel.

With a defined service offering and target market briefed by the client, I set up some usability sessions with people who fit the company’s customer profile to understand how the website performed. This objective approach to analysing a websites performance can often be a real eye-opener. The sessions offered two key pieces of feedback (a long with a raft of other ideas).

1. Clarity of the product offering was poor. The test subjects could not understand the context and relevance of the product that is being offered. This created confusion and lack of understanding of ‘what’ to buy.
2. One of the central pages in the sales enquiry process hindered 84% of the subjects to take the next step to enquiry due to lack of product understanding. It was like asking someone to pick one of the products before they fully understood which one they needed.

If on a large scale, 84% of people abandon the checkout procedure, how much potential revenue is lost? Or, to twist it on its head, if tweaks were made to solve the problems (less than a days work), how much additional revenue would this amount to?

Focusing The Online Sales Process For B2B

I started working with an HR outsourcing company back in May. Traffic had been steadily growing on their site with outsourced SEO and link-building having been contracted to a firm in India. But – if I may be so bold – it was a “quantity over quality” approach that was not delivering business results.

After interviews with the Sales Director and Managing Director, I began to understand the company sales proposition from their point-of-view. But, they don’t buy their own products and services: So I did some more digging to understand the issues that the target markets they sell to face; issues that would lead them to needing the services of my client.

By honing the website content and toning down the existing content search engine optimisation (which had been over engineered) the traffic is already starting to grow faster (in less than 60 days) and, more importantly, the traffic to the website is much more relevant.

But, there was another part of the sales process missing. The website was too passive in terms of turning traffic into enquiry and some small design changes were made to the website:

1. Call-to-actions on service pages to lead the way to enquiry
2. Simplification of the enquiry form and re-wording of the field names and instructions to encourage people to complete the form.

Bearing in mind, this website had not had any online enquiries for six months, they received five within two weeks of the changes.

Summary

Good web design is not about ‘fluffy’ or ‘pretty’. It’s about function. Yes, design plays a huge part in displaying content and call-to-actions, but fundamental layout and action oriented ‘interface’ design are the key drivers to make things happen. You need a starting point, but soon enough, users will start voting with their clicks.

Whereas many companies are looking for SEO to solve their online conversion problems, it’s actually more about website usability. With constant feedback from user experience and analytics, there are no excuses not to leverage the data to define a more user focused, humanized website experience.

The investment into good web design creates sales.

Find out more about how Click 71 can help improve your website design.

While many companies / consultants / freelancers are scared of missing all work available by covering up their location with vagueness, they could be missing out on attracting new customers… on their own doorstep.

I agree that it’s not as simple as that for some business models, but for most of us, even if you do work nationally, it makes absolute sense to pin your geographical location to the mast.

For starters, when 20% of searches on Google are related to location there is the low hanging fruit immediately available. If what you offer is general enough for you to have a local audience (ie. you are not a rocket scientist), you should be embracing local search opportunities, not shying away from them. And, this works for b2b services, b2c and local independent retailers.

Google Likes Specificity and Authority

Google actively encourages businesses to add their physical address location on websites as clear text. Some argue that they also penalise your site if you don’t. Even Google’s localised business centre, Google Places, uses geographical references taken from your published website as a note of authority when determining list positions in Google local.

Personal Attraction

For me though, it goes beyond the pure technical aspects of search engine placement:

It’s about human reaction and interaction.

If I am a potential customer to your business and I do a localised search (because I want someone local to me) I am expecting to see, in the search results, phrases that contain a location.

For example, if I am looking for an “accountant in Basingstoke”, I would [almost unconsciously] be looking for two words/phrases in the results page: ACCOUNTANT and BASINGSTOKE - especially as Google would be bolding these two words I asked for:

What is Local?

A huge factor for localisation of your content is down to what your business actually has as a service or product offering and subsequently how big your local market is. If you are an accountant, for instance, and you live in a reasonable sized town or city, you have a huge local market within 5-10 miles. If, on the other hand, you sell something like cleanroom products (as a friend of mine does) your local market may well be the UK, or beyond.

But, two points of note here, especially for search engine optimisation purposes:

1. Don’t overlook locality completely. If your service offering is too big for Basingstoke but to small for UK, how about Hampshire, or another geographic area widely used in day-to-day reference. A good example would be Reading in Berkshire, which could also cover “Thames Valley”, or “M4 corridor”.
2. You can’t be in two places at once, unless you have multiple locations (see below).

What do you do if you have multiple locations?

There are a number of techniques you could play here, and they would need measuring over time for ROI. Google Places is a great local tool if what you are offering could be perceived to be a local service. Eg. You are an accountant in Basingstoke but could also service Andover or Winchester.

In this case, I would consider a serviced offer or telephone answering service that could be fed into Google Places. Costs vary but I know I have had a regional office setup before and the cost was around £70 per month. I may also use a dedicated feeder website – such as SEO Basingstoke – a bespoke website with a similar service offering.

One location – Large Local

This one is a little more tricky, unless you have a lot of authority on the web (especially with incoming links to your website). If you don’t have authority, you need it.

Bear in mind, in terms of search phrases, geography is not the be all and end all, it only plays a part. Remember, your brand and service offering are also as (if not more) important and a lot will depend on the competition you have in search engines.

It may be more beneficial to work on building authority in other ways through article marketing, online PR and offline marketing / advertising activities.

My Top Tips For Local Web Marketing

• Make sure your service offering is localised in your content, especially your Meta Titles and Descriptions. These work as ‘mini adverts’ in a search engine result, so make sure your location is part of the result.
• Put your full address on your website and localised telephone number. This should be in text format. I also tend to add the address (including town and county) across the footer of my websites to make sure that these are on every page and to add a bit of local to every pages content.
• Submit your website to Google Places – it’s free.
• Submit your website to other local directories such as TouchLocal, Brownbook, etc. To find the best ones, search in google for “what you do + where you are” (eg. plumber in Basingstoke) and see which directories come up. If they are free to join, go for it.
• You could, if relevant, swap links with other local businesses. I would suggest though to keep it relevant with companies offering supplementary services. It’s worth checking out to see how credible their website is though before exchanging links – you could be diluting your own authority, which is obviously a bad thing.
• Write articles about local issues, referencing your local area, the services you offer and any specific issues that are topical. Eg. I recently advised an IT company in Basingstoke to write articles about broadband speeds in Basingstoke. It fitted all three criteria. When you think about it, this article does exactly the same

The thing is, SEO means so many things and covers a multitude of sins; from top-class analysts of search engines who work hard to understand algorithms then work hard in very competitive markets, all the way through to “automatic SEO tools”.

Some people think what I do involves messing around with keywords, but today really got me thinking about the breadth of tasks I do on a day-to-day basis.

Here’s my day…

My Own Marketing

I always start the day with some link building. I’ve just started using a great tool that gives me very quick insight into competitors websites and where their prominent links come from. Where there are opportunities, I build links. An Apple A Day!

New B2B Digital Marketing Project

I’ve just been commissioned by a new client and this week they had sent me all the relevant files for the website, so this was the first block of time assigned to actually start analysing, tweaking and making changes to the website. This company are getting a level of traffic to their website, but need more conversions for sales enquiries.

Keyword Analysis

I started with some rudimentary keyword analysis. The website in question has been worked on by an outsourced SEO company in India, so as a precaution, I started at the beginning.

I initially focused on two core pages – the home page and a key service page the client had suggested was weak. This gave me a good idea of phrases in play, and their subsequent position in search. I use Wordtracker and Advanced Web Ranking to determine ongoing profiling of keywords and website performance.

Technical Analysis

The next step was to go through the site files (HTML) to determine any easy wins and also to check that all was in order. By checking out the Google Analytics, I could see that the internal search feature of the website was using Google Custom Search – the free version. When people searched the website, they’d get display ads of competitors in the results. A quick call to the client and this was updated with the paid for version for $100.

There was also a heading issue on the pages with H1 heading tags going straight into H5 headings. Call me old fashioned but I wanted to change this to a more logical H1 / H2 structure. This required some basic code and CSS changes and will add weight to the headings as secondary headings as opposed to fifth level headings.

Keyword Density

While adjusting these, I added keywords into the sub-headings themselves, which had been left vague enough for me to make this change without seemingly stuffing keywords. This will impact the content of the page in terms of keyword density (the number of times the keywords appear on the page as a percentage) and it’s weight, ie. how much prominence it has.

I also made content edits to realise the keywords that had been brought to attention with my keyword research. Although the keywords had been stuff into the meta keywords tag, they had not peppered in the content. Instead a variation (singular and not widely used) had been used.

Time will tell if these alone make a difference. Personally, I think they will create a small shift. Coupled with the other changes coming, I am very confident in an upshift in relevant traffic. This is a key aspect of this project as no filters were in place to block out irrelevant traffic from being measured, such as the company employees themselves, or the company working on the site.

Menu Dropdown Analysis

I’m not a massive fan of Javascript Dropdown menus. Although they can sometimes aid the user experience, all they are doing on this site is diluting page content unnecessarily. This one needs a client chat as it’s a function a lot of people like. I shall go armed with data.

Contact Form Optimisation

Last, but definitely not least, I turned my attention to the contact page. I stripped out three fields and changed the order and wording of the form to encourage more people to fill it out. For me, it seemed like a comments form, rather than a sales enquiry form.

File Upload

It was just to update the fles on the web server. Some clients give me access and other more secure sites are updated via internal IT Managers, with me working on my own development server. Give it a few days and we should start to see any changes. The internal search one interests me most as the results page was leaking 27% of visitors.

E-Commerce Website

In the afternoon, I moved onto an e-commerce website I manage. With some new products just release, it was a case of finding image resources online and creating pages for each of the new products, optimised for content and categorised accordingly.

Off the back of this, some of the products had price reductions, so I implemented a highly targeted PPC campaign using Google Adwords.

Digital Marketing Strategy Document

Tomorrow I will be writing digital marketing strategy for a Tech company looking to increase sales leads in the UK and Benelux. So I have initiated some keyword research and started my reports running overnight (they can sometimes take hours).

So, there’s no prizes for no guessing what this little digital marketing consultant will be doing tomorrow…

I have a sneaky suspicion (and I don’t think it’s too much of a secret) that personal authority counts a lot online when it comes to influencing people. Also, I’m sure that Search Engines can also distinguish between the *quality* of the people who comment and post in the web 2.0 space.

Before you worry that I am stating the bleedin’ obvious, let me elaborate.

Having lots of Twitter Followers or Facebook Page Fans is somewhat easy, after all you can buy them quite easily using sites like Twiends. The same applies to most web based social tools, which is why it is becoming more important (from an individual point-of-view) to have a distinguishable sway with your online persona.

In my mind, if you want people to take notice, you need a genuine social footprint that offers objective and inclusive opinion across the board.

When you think about it, it’s no different to networking in the ‘real’ world. When you connect people rather than selling to them you are inevitably building your social worth, with no transaction taking that implies ‘an agenda’.

Reviews

I’ve been telling all my clients (who will listen) that the reviews online about their business (that Google pick up) are very important: Important enough to ask anyone who would do one, to do one for them.

But, if people are reviewing, whether it be through Google, Trip Advisor, FreeIndex, etc. are all reviewers equal?

Genuine Reviewers

I’ve been to new business meetings with companies where they’ve already done the obligatory Google Place listing… and then quite obviously reviewed themselves with a five star rating. It’s somewhat obvious to say the least.

But, what if you wanted to be taken seriously as an individual online?

What if you are a serial reviewer and have commented on hundreds of companies? And, what it people respected and reviewed your reviews because they are balanced and realistic appraisals and you have developed a reputation?

I can’t help but think that your social currency would be worth so much more than a newbie.

So, next time you visit somewhere good or bad – and I think if you were to be taken seriously you’d need a good objective mix – why not review them?

You can start with me if you want…

The thing is, their entire SEO plan was based around being as high as they could in Google for some real short tail search terms. There were four in all, one of which was “Accountant in London”.

As you can see, there are 6,660,000 results for that search phrase so whoever takes it on has their work cut out to meet the targets, probably against companies with much larger budgets. But that’s not my point.

I can understand pulling an SEO strategy back to some basic targets but a position in Google is not really an effective online marketing strategy.

Paying The Bills

A position in Google for a specific keyword does not pay the bills. Any sales manager or business owner will tell you that what they really want from a website is sales leads. Marketers should also request the need for brand building. And both are right.

In fact, after about 12 minutes into my conversation, this came to light for my prospect – they actually want sales enquiries. But, I couldn’t get them past the Google position as a key performance indicator – KPI.

Page One Of Google?

A common target for businesses at the outset of an SEO programme is to get to “Page One Of Google”. This is a misnomer: Results in Google are becoming forever contextualised to the user, their search history and their geographic location.

Your page one will differ from mine and the next persons. Yes, there will be crossover, but more diversity than you’d imagine.

Are You The Next Woolworths?

When the high street retailer Woolworths closed its doors, how many people did you hear say, “It’s such a shame Woolies closed, I loved that shop”?

If all the people who did say it actually shopped there regularly it may still be on the high street. Sentiment only goes so far.

The same is true with web traffic. It’s the end result – paying the bills – that counts.

“A job is not a job until the cheque comes in and it clears”, an old sales director used to tell me. He was spot on. And, in the context of SEO the same concept rings true.

It doesn’t matter where you sit in Google.

It doesn’t even matter how much traffic your website gets.

What matters is an end result, which for most businesses is a sales enquiry.