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This means that if you have one job carried out, it can often be cost-effective to have the other
done at the same time.
Search Engine optimisation
The process starts with a thorough research of suitable key words and phrases before evaluating
the precise needs for copy and website structure. Your website will probably be completely "taken
apart" and reassembled to ensure that pages, links and naming conventions reflect the optimisation
requirements. There may also be an external linking programme set up to achieve further weight in search
engine rankings.
Visitor optimisation
The first step will be a general analysis of what needs to be done to your website from a visitor's
point of view. This will often involve speeding up download times, but will also extend to copy used on the
website, the appropriate use of calls to action and feedback forms, the definition of key areas of the
website, and the effectiveness of the website in driving visitors to these key areas and getting
them to respond.
Website navigation
A good navigation structure for your website will fulfil the needs of both visitors and search
engines. This involves a combination of overall structural considerations, along with clear, controlled
linking throughout. Additionally, your page content and layout can be redesigned
to assist navigation, ensuring the website has clarity and ease of use as major features.
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