The client
helpIT systems is a market-leading provider of database cleaning software, using technology developed in-house over a number of years to provide an extremely flexible and effective solution.

The company has offices in the UK and the USA, and had decided before they came to us in 2003 that the Internet needed to be a major part of their marketing effort.

The brief
The objective was simple: to obtain high rankings on Google for a list of key industry search terms, for a website that had been built and developed in-house.

A previous provider had let them down, failing to get the results promised, and effectively holding up their marketing plans – something that often represents a bigger cost than the fees charged.

The execution
The first thing we noticed was that there was very little evidence of any optimisation work being done, which is something we find very often with clients who have engaged 'experts' who clearly don't understand what they are doing.

Although the website worked adequately from a user point of view, there were a number of problems with the way it had been put together from a search engine point of view. We identified those problems, then carried out a full optimisation of the key pages on the website.

Results
Within weeks, we started to see first-page rankings on Google, and through a process of raising the website's profile on the Internet and repeated adjustment of copy, we improved those rankings, often to number one position in a very competitive market.

Since that time, we have extended our activity to include general building of the Internet profile, full consultancy during the re-development of their website in 2006, and the design, build and marketing of another company website in 2007.

The client
Farleygreene is a UK-based manufacturer and supplier of industrial sieves, blenders and mixers. In common with many companies, they wanted to take advantage of the opportunities offered by the Internet and needed someone with the expertise to manage this role for them.

We were engaged in 2006 to conduct an Internet marketing campaign in order to test the potential, and because we have never known a business where the Internet has failed to deliver, we were happy to take on the assignment.

The brief
The company website had been built and was being maintained in-house. We were to analyse the website, then give instructions to their webmaster so that he could change the website in line with what was required for search engine optimisation. At the same time we were to mount Paid Search and listings campaigns in order to take advantage of further opportunities on the Web.
  
The execution
Because of the limited scope of the market, it was extremely important to evaluate the likely traffic from the search terms we chose for optimisation. Otherwise we could get good rankings on Google, but not see worthwhile increases in traffic. This was achieved through a combination of software analysis and Paid Search campaigns.

For Paid Search campaigns, we built specially scripted landing pages that displayed sales copy and images focused on the search terms used by the visitors. These would increase the motivation of visitors to click through, and enquire about products.

When we were satisfied that we would be attracting good numbers of visitors, we put together the requirements for optimisation regarding website structure and page content changes and they were put into place by the webmaster.

Results
Almost immediately, the Paid Search campaign began to generate traffic and enquiries, and continues to do so. The client has been delighted with progress and we are looking forward to another long and successful relationship in the years ahead.

The client
Kemutec Powder Technologies is a manufacturer of industrial mixer, mills and control valves for powder processing, serving an international market with offices in the UK and USA.

The brief
Although it had a strong conventional sales and marketing operation, the company wanted to establish an Internet presence so that it could take advantage of changing patterns of customer behaviour in the market. The most cost-effective long-term route is through website optimisation, so that search engine rankings can be achieved and obtain targeted traffic at no incremental cost.

The execution
The website was completely overhauled so that search engines would view it differently, and although this entailed some changes in the appearance of some of the pages, care was taken to ensure that they were an improvement from a human visitor point of view.

As we say elsewhere on the site, it is essential not to compromise the needs of the user (who needs graphical elements and concise copy) when optimising for search engines (who do not view images or styles, and need lots of content). This was achieved on the Home page, for example, by positioning large product images next to the navigation links and copy we had added.

Results
Within two months, the website was visible high up on all major search engines, resulting in a substantial increase in traffic. Because it arrives from search engines, it is extremely targeted and is the highest quality visitors you can get.

We were re-engaged after the management buyout in March 2005, and have continued to maintain and improve search engine rankings ever since.

In 2007 we were commissioned to design, build and optimise the company's new website, and are looking forward to making an even bigger impact with this project.