SMALL WEBSITE CASE STUDIES IN DESIGN, BUILD AND OPTIMISATION

LOW COST WEBSITE DESIGN AND BUILD CASE STUDIES

DESIGN, BUILD AND OPTIMISATION - Grove Music Catalogue

Prominent local musician Gwyn Arch MBE arranges traditional and modern music for male voice choirs. His original website had outgrown his Tiscali homesite and he wanted a new website for his Grove Music Catalogue that would showcase around 100 pieces of choral music, all with an excerpt from the sheet music, and many with an MP3 (musical) extract from a choir performing the music.

After researching the keywords and searches most likely to be used by prospective customers, the domain name "www.malechoirmusic.co.uk" was chosen (as distinct from any derivation of "Grove Music"). Subsequently, the musical term "TTBB" was also discovered to be highly relevant, and the website has now been optimised to be highly visible for the following search terms:

• TTBB music
• Male Voice Music
• Male Choir Music

Within 2 months, the website was positioned consistently within the top 10 results of searching within Google's worldwide index for each of these search terms - at the time of typing this, it is ranked 4th, 2nd and 1st respectively amongst more than 1.5million search results. Within MSN, it ranks 1st, 2nd and 1st: in Yahoo, it is 1st for all 3 search terms, and in Ask, it ranks 9th, 1st and 1st.

DESIGN, BUILD AND SEARCH ENGINE OPTIMISE - Henrys Barbers Shop

Henry needed a low-cost web presence to boost knowledge of his gents hairdressers in Bracknell. A Google Adwords campaign was used initially until his website was sufficiently prominent. Not only does his site now rank number one in all 4 search engines for his key search term "barbers shop in Bracknell", but it also ranks within the top 10 in all 4 engines for the term "hairdressers in Bracknell", and is in all cases the top listed individual business (as opposed to regional directories, and the like).

When Henry's second barber shop (which also provides ladies haircuts) was opened in Meadway, Tilehurst, a page within his original website was re-optimised for these search terms, and the 4 search engine results were as follows:

• Barbers shop in Tilehurst - 3rd, 1st, 1st, 2nd
• Ladies haircuts Tilehurst - 1st, 1st, 1st, 1st
• hairdresser in Tilehurst - 5th, 6th, 1st, 3rd

. - and in all cases, Henry's was the top listed individual business.

ADOPTED, EXPANDED AND SEO OPTIMISED - Earth Natural Foods

This lovely natural and whole foods shop in London already had a small website, but it was invisible in the search engines. Finesites adopted the maintenance of the website, doubled its size, whilst maintaining the original style, added much relevant content and optimised the site for the following terms:

• Whole foods in London - 4th, 3rd, 14th, 4th
• Natural foods shop in London - 4th 1st, 1st, 2nd
• Gluten free foods in London - 3rd, 9th, 2nd, 3rd
• organic shop Kentish Town - 3rd, 2nd, 2nd, 3rd.

The 4 search engines return the positions listed above.

SEARCH ENGINES

There are many, but the 4 most prominent, and the 4 used in these case studies are

• Google.
• MSN.
• Yahoo.
• Ask (formerly Ask Jeeves).

Different segments of the online community have slightly different searching profiles - for example Google is by far the most widely used business to business search engine. Younger consumers however, are more widely spread amongst the major search engines.

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