Our client, an established water-jet and laser cutting specialist, had an existing website, and were paying a company to optimise the website on their behalf. However, the website had not improved its ranking in the previous 12 months, and the company were paying for sponsored visibility through Pay-Per-Click. Our brief was to re-design the website, and undertake and SEO campaign to boost the rankings, generate enquiries and sales.

Our Contribution

Initially, we re-designed the website, making significant improvements to both the aesthetic appearance and – far more importantly – to the site’s visibility to search engines. Following the re-design, we implemented a “blitz” SEO campaign, to achieve high search engine rankings within a short time period and generate enquiries. Our SEO activities included:

• Optimised coding
• Keyword analysis
• Competitor analysis
• Keyword, title and description submission for every page
• Regular submission to all relevant search engines
• Submission to directories
• Link-building activities
• Article authorship and submission
• PR and publicity
• Online Social Network promotion
• Promotional and PR activity

The Results

The company is experiencing successful growth. Visible continue to partner the company as their “outsourced sales and marketing department”, taking an active involvement in the business.

To view the Advanced Profiling Services website, click here

Our client, an established plumbing and heating engineering outfit with a fantastic reputation for providing quality service, was finding that the solar plumbing side of the business was overtaking the traditional service – as customers turn towards sustainable, renewable and cost-saving energy sources. The client engaged the services of Visible Marketing by Design to develop The Solar Company as a brand.

Our Contribution

Initially, our main contribution was to develop a unique brand proposition for The Solar Company. Following this project, Visible have contributed in numerous ways to The Solar Company.

• Corporate identity design
• Website – design, development and promotion
• Sales launch campaign – from building databases of potential clients, through making contact with clients, sending sales letters, emails, and attending sales meetings through to closing deals
• Stationery – letterheads, compliment slips, business cards….etc
• Marketing literature – brochures, folders and product information sheets
• Promotional and PR activity

The Results

The company is experiencing successful growth. Visible continue to partner the company as their “outsourced sales and marketing department”, taking an active involvement in the business.

What The Client Says about Visible

“I have been delighted with the contribution that Visible have made to the development of The Solar Company.”

Steve Rose, Managing Director, The Green Screen Company

To view The Solar Company website, click here

Our client,

Our Contribution

Initially, providing direction

• Corporate logo and identity
• Website – design, development and promotion
• Sales launch campaign – from building databases of potential clients, through making contact with clients, sending sales letters, emails, and attending sales meetings through to closing deals
• Stationery – letterheads, compliment slips, business cards….etc
• Marketing literature – brochures, folders and product information sheets
• Promotional and PR activity
• Customer Relationship Management – design of system, through to implementation

The Results

Landed numerous clients

What The Client Says about Visible

“Quote”

Mark Horbury, Managing Director, MIH Property Services

Our client, Flat Roofs.

Spending a fortune with Yellow Pages, local newspaper advertising…etc

The brief was a website

Our Contribution

Our initial contribution was a website.

Other contributions

• Website – design, development and promotion
• Sales launch campaign – from building databases of potential clients, through making contact with clients, sending sales letters, emails, and attending sales meetings through to closing deals
• Marketing literature – brochures, folders and product information sheets
• Promotional and PR activity

The Results

Website – Fully optimised and promoted – within weeks, all other advertising was turned off, saving the client a fortune in advertising costs while growing the business beyond all expectations.

What The Client Says about Visible

“NNN”

Darren Howarth, Property Improvements

m

 Our client, a security company specialising in the training and handling of security, sniffer and bomb detection dogs was looking for assistance in setting their company apart from the crowd. Our brief was to create a unique identity for the company, and to provide direction in the development of a sales and marketing plan.

Our Contribution

Having worked as design and marketing partners with IK9 for several years, the contribution made by Visible covers many areas of the client’s development. These contributions include:

• Creating a corporate image and identity
• Website – design, development and promotion
• Sales launch campaign – from building databases of potential clients, through making contact with clients, sending sales letters, emails, and attending sales meetings through to closing deals
• Stationery – letterheads, compliment slips, business cards….etc
• Marketing literature – brochures, folders and product information sheets
• Promotional and PR activity

The Results

The company continues to go from strength to strength. Regular monthly review and planning meetings with Visible provide valuable direction and focus, as the company breaks into new markets and lands new clients.

What The Client Says about Visible

“We really appreciate the work that Visible put in to help drive our business forward.”

Sue Titley, Managing Director, IK9 Security Ltd

To have a look at the IK9 website, click here

   (1) Slash your advertising budget in half

Use the money you save to test some other simple forms of marketing. If you feel uncomfortable about stopping your advertising, just try cutting it in half and use that money for other marketing tests. Better yet, get on the phone to the media you advertise in and ask them to reduce the prices – in this economy they are really struggling and I can almost guarantee they’ll give you a substantial saving.

(2) Use the money you save to test new forms of Marketing and Internet Marketing.

Position yourself as an ‘expert’ in your field through PR and Publicity Any time your name appears in print, you are automatically considered an expert in the subject in question. People believe what they read in the papers, see on the TV and hear on the radio. It can be as simple as writing a small column in a local paper — most of these papers are crying out for quality content. They have little money to pay freelancers to write for them and might well welcome material from you. Offer your services!

(3) Upsell

If you don’t ask your customers to buy more from you, they’ll rarely come offering. You can build tremendous momentum with a sale if you keep offering add-ons and more “de-luxe” versions. Don’t just sell a sofa – sell it with a full carpet clean, and matching rugs.

(4) Go out and meet your top 20 customers

Don’t try to sell them anything, but do ask for referrals. Take them to lunch, or even just a coffee. This is a powerful strategy simply because in this modern and hectic world, no one seems to want to do it any more. If other people aren’t doing something, that’s a good enough reason for you to test it. And you’ll be surprised at how many order more from you immediately afterwards!

(5) Network

Go anywhere people in your target market or in synergistic businesses might hang out. You don’t have to pay to join a Breakfast club – there are lots of trade shows and events you can get in for free. The people at these events are there for the same reason you are: to do business.

(6) Become a Public Speaker

Any time you get up in front of an audience to speak about your business, you’re marketing. There are dozens of opportunities to speak to interested, qualified prospects all over the place.

(7) Improve your sales skills

There is an incredible amount of top quality, free information out there on sales. Books aren’t expensive, either, and you can get them from the library if you don’t want to buy them yourself. Knowledge is priceless, and it’s something no one can ever take away from you. Always be prepared to invest heavily in yourself. Becoming great at selling is absolutely fundamental for business success today.

(8) Never underestimate the power of emails

If you’re emailing your customers and clients less than once a week, you are definitely leaving money lying around unclaimed. Make it a habit to mail your list regularly with useful, topical content they can use. They’ll love you for it, and you will make more sales. Never miss an opportunity to collect email addresses – collect business cards!

(9) Look for suitable joint ventures

Look around you and you’ll see dozens of non-competing businesses whose customers are just like yours. For instance, imagine you are a business trainer. Now imagine you get local accountants to let you leave your paper newsletter or other marketing piece in their waiting room. Anyone waiting for their accountant has business on their mind and will be a prime target for your message. It works.

(10) Become an expert at Internet Marketing, particularly on Google

Internet marketing is the most powerful breakthrough in Marketing ever – yet very few small business owners truly understand its power.

WHEN TO GO HUNTING

“Hunting”, as the name implies, involves targeting a specific prey, or group of prey. A hunter tracks down his quarry and then, setting his eyes clearly on the target, takes him out with a specific shot or similar action.

Hunting for customers is similar. If the customers are limited in number, then a “hunting” approach is likely to be the most successful. When an organisation can name it’s target customers (for example, if you can say “I would love to do business with Sainsburys”, or “I need to be speaking to John Smith at Gardenia Interiors,” then you should almost certainly be employing hunting methods of marketing.

HOW TO HUNT

Hunting methods include:

• Traditional B2B sales techniques (telephone calls to make appointments, making sales presentations…etc)
• Hospitality and hosting
• Targeted sales letters
• Gifts and giveways
• Targeted emails (normally personalised)
• Networking (ie, asking for introductions, attending events that you realise may be attended by your target client…etc)
• Trade press advertising

If your target customers are few in number, then you are unlikely to find that blanket marketing techniques (such as national TV advertising) are likely to be effective. Why spend a fortune on reaching an audience of millions, when you are really only interested in a few hundred individual people within a few hundred organisations?

WHEN TO GO FISHING

In contrast to hunting – when there are specific target clients – fishing should be employed when the target customer group are numerous and diverse. For example, if you are selling products directly to the consumer – such as replacement windows, for example – then “hunting” methods will almost certainly prove too specific and ineffective.

For this reason, most products that are sold directly to consumers – as opposed to businesses – will require “fishing” techniques to be employed.

HOW TO FISH

Fishing methods of marketing and sales include:

• TV advertising
• National media advertising
• Local media advertising
• PR
• Publicity
• “Guerrilla” marketing techniques
• Viral marketing
• Online marketing – through websites
• Blanket leaflet/flyer drops

GETTING THE MIX RIGHT

In the real world, life can rarely be defined into neat boxes – regardless of how helpful and illuminating these definitions may prove. Marketing is no different, and understanding the dynamics and profile of the market are key to ensuring that good marketing decisions are made.

For example, a company selling uniquely-styled toothbrushes will need to employ a mix of “hunting” and “fishing” techniques. “Fishing” will be required to build end-user awareness and desire for the product, and set it apart from all the other toothbrushes on the market in the minds of consumers. The company may wish to employ TV and media advertising, or other such mass media methods, to achieve this awareness. They may also wish to sell via the internet to “catch” customers who go looking for the product online.

In conjunction with ”fishing”, the company may wish to employ “hunting” techniques to establish sales channels. For example, if they wish to sell their products though retail outlets such as supermarkets, they will need to approach the supermarket buyers directly, through traditional B2B sales techniques, for example.

The key to the mix is understanding the product, how and where it is likely to be purchased. Once a business enjoys a genuine understanding of these factors, they can make informed decisions about which methods of marketing should be engaged.

Happy hunting – or fishing!

With increasing numbers of products on the market, improved customer awareness of the range of services available, and immense diversification in the channels through which people buy products and services, the focus has moved from companies pushing their products towards consumers to the emphasis being on consumers searching for products.

Increasingly, customers face a greater choice of when to buy, what to buy, and through which channels to buy. Although customer search statistics differ from product to product, sector to sector, and service to service, the following general trends tend to apply across all sectors.

TRADITIONAL METHODS

Traditionally, customer search behaviour has been dominated by the high street. Consumers would browse shops for products – traditionally via the local high street, more recently through supermarkets. For fast-moving-consumer-goods, for example, up to 97% of customer searches have been recorded through retail outlets.

For larger purchases, such as specialist equipment and home improvements, the chief sources of enquiries were printed directories. Principal among these was Yellow Pages, with alternative directories led by Thomson Local. For home improvements, for example, over 11% of customers during the late 1980’s searched via Yellow Pages.

Local newspapers have also been a valuable source of business for many customers - with searches being conducted via classified sections and specialist regular features such as “find a tradesman” or “homefinder” sections….etc, accounting for up to 10% of consumer product searches. 

Finally, a major souce of information has traditionally been family and friends. Personal recommendations have traditionally accounted for up to 25% of all sales drivers for many products.

THE CHANGING WORLD

In terms of retail purchases, there have been two changes that have altered purchasing patterns more than anything else: the rise of the supermarkets, and the rise of the internet.

In retail terms, supermarkets dominate the UK market to an extent that is not seen anywhere else in the world, and to a degree never experienced at any period throughout history. In grocery terms, the top 4 retailers in 1950 enjoyed less than 1% of the total UK market; today, the figure is in excess of 68%. For consumer products to be visible to consumers, they must appear on the shelves of these major retailers. In terms of FMCG products, the trend towards retailer loyalty over product loyalty has been steady for over a decade: people tend to visit one single retailer for the majority of their purchases, which gives the supermarkets enormous power over the buying decisions.

It is also noticeable that the time spent shopping via retail outlets has declined, with increasing pressures on people’s time. The term “browsing” hardly seems appropriate any more: consumers typically rush around a supermarket to stock up, as opposed to spending time considering alternative products from alternative sources.

Similar movements have been experienced in specialist markets: when people want to browe for toys, they will head to the local Toys R Us; when looking for lawnmowers, they head to B&Q. 

The second major change has been the development of the internet. Nowadays, the majority of product browsing is undertaken over the internet. Increasingly, this is via search engines (such as Google, Bing and Yahoo) rather than via online directories (such as yell.com). In fact, for most groups of products and services, the most common method of browsing is online. The growth of online browsing has been swift – in 1990, less than 4% of product searches were undertaken via the internet.

By comparison, the traditional media of printed directories are in decline. Through the early part of the 21st Century, the movement from Yellow Pages to yell.com was dramatic. Now, with online searches being increasingly performed through search engines, even yell.com is being marginalised, with searches for many key products contributing less than 3% of total searches.

Even more dramatic has been the decline in searches through local newspapers, which have been marginalised almost to the point of irrelevance.

Although personal recommendations still constitute a major factor is people’s decision-making, recommendations are increasingly passed on over the internet, through online social networking, as opposed to face-to-face networking. 

ASSESSING YOUR SPECIFIC MARKET

By understand how – and through which media - customers search for products, the marketer can ensure that his product message is placed therein. For example, a marketer promoting the supply and installation of UPVC conservatories will, if he has completed his research effectively, understand that when potential customers decide to install a conservatory, they will look in the following places.

ONLINE SEARCH (SEARCH ENGINE)      41%
PERSONAL REFERRAL                                 22%
PRINTED DIRECTORY                                   13%
PROFESSIONAL RECOMMENDATION      9%
ONLINE SEARCH – DIRECTORY                7%
DIRECT SALES                                                  4%
LEAFLET / FLYER                                            1%
NEWSPAPER ADVERT/CLASSIFIED         1%
OTHER                                                                 2%

Despite this, the majority of conservatory installers do not have a website, actively promoted. Instead, they tend to focus on methods that have worked in the past – direct sales teams, local advertising, and leaflet drops, for example.

Before deciding how to market products or services, it is important to understand how the buyer behaves. This information can be key to ensuring that a company’s marketing resources are used effectively and efficiently, and that money and time are not wasted up “blind alleys”.

Traditional marketing and advertising is based on “pushing” products towards potential customers: using such methods as direct sales forces and direct mail. Recently, however, there has been a move towards “permission-based” marketing – known as “push” promotion.

WHAT IS “PUSH” MARKETING?

A “push” promotional strategy makes use of a company’s sales force and trade promotion activities to create consumer demand for a product.

For example, the producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.

A good example of “push” selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia – for example offering subsidies on the handsets to encourage retailers to sell higher volumes.

A “push” strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

It involves the marketing “selling” his wares through trying to create a desire – by “pushing” the message onto potential consumers. As a form of marketing, it is direct, and it is aggressively persuasive. 

HOW DO I “PULL”?

“Pulling” is a more subtle art-form than “pushing”. The basic premise behind “pulling” is that the job of the marketer is to ensure that, when the customer goes in search of the type of product, it is easier to find yours than it is to find your competitors. It is about brand awareness and positioning.

However, it is also about creating demand and desire. A “pull” selling strategy is one that, traditionally, requires high spending on advertising and consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

A good example of a pull is the heavy advertising and promotion of children’s’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children’s channel CBeebies and BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of Fimbles products including soft, plastic and electronic learning toys for the UK and Ireland.

HOW HAS “PULL” MARKETING CHANGED?

There are several factors that have driven the move from “push” to “pull”. Firstly, there is increasing consumer resistance to “pushy” sales and marketing, driven largely by increased customer awareness, a natural “pushing back” against some of the excessively pushy techniques employed by sales people desperate for results, and ever-increasing pressures on people’s time which contributes to people becoming defensive against intrusions into their time at both work and home environments. Finally, increasing gaps between the rich and poor – in corporate terms – have led to most sectors being dominated by fewer and fewer companies, with increasingly large marketing budgets, which enables the development of dominant brands.

The advent of the internet has changed how people seek information, resulting in an increase of pace in the move towards “pull” methods, such as internet-based marketing and social networking. A key element of this new style of marketing is that it is “permission-based”, with customers requesting that marketers keep them informed about their products. The internet – which acts as a huge marketplace of information, ideas, products and services, allows consumers to “browse” in their own time.

To say that this represents a sea-change in the arts of marketing is by no means overstating the case. If anybody thinks that they can survive by relying on old methods, then some simple facts and figures may encourage them to think again.

HOW DO THESE CHANGES AFFECT ME?

You be successful in ”pulling”, therefore, the marketer must firstly understand how customers search for the product in question. By understand how – and through which media - customers search for products, the marketer can ensure that his product message is placed therein. For example, a marketer promoting the supply and installation of UPVC conservatories will, if he has completed his research effectively, understand that when potential customers decide to install a conservatory, they will look in the following places.

 ONLINE SEARCH (SEARCH ENGINE)      41%
PERSONAL REFERRAL                                 22%
PRINTED DIRECTORY                                   13%
PROFESSIONAL RECOMMENDATION      9%
ONLINE SEARCH – DIRECTORY                7%
DIRECT SALES                                                  4%
LEAFLET / FLYER                                            1%
NEWSPAPER ADVERT/CLASSIFIED         1%
OTHER                                                                 2%

Once one understands where people look, the marketer can tailor his approach to ensuring that this is where his message appears. In this example, the marketer must focus his efforts on marketing through web-based strategies (41% search engine enquiry, plus 7% through online directories), while the need for a direct sales team to generate business is doubtful (4%) Instead, the sales team should be focused on responding to enquiries that are generated by other means – through the internet, referrals and recommendations.

There are barely any industries that have not been affected by the changes in how people buy, search for products and services, and choose one brand over another. However, given the driving forces behind the move from “push” to “pull”, it seems highly unlikely that the old methods will ever achieve the same levels of effectiveness. To succeed in the 21st century market-place, companies must learn how to “pull”, or they are likely to perish.

Consider the following. You are a struggling author, and have spent many months of your life writing a book. You have made every possible effort to ensure that it is the best book that you can possibly write, spending many a late evening refining and reviewing every word until you are satisfied. Your publisher has produced a fantastic cover, and the printed copy is impressive. You have printed several thousand  copies.

Then, you hide all the printed copies in a warehouse. No copy appears in any library or bookshop. No copies are sent to any book reviewers for review. No attempt is made to publicise or sell the book in any way.

This describes the website development process for many organisations. They go to great lengths to produce a website, then hide it! SEO is about promoting the site – ensuring that it is in all the bookshops, every library, and that all the promotional activities are undertaken to make sure that people are aware of the book’s existence and, crucially, can find it when they want to buy!

The following hints and tips should help anybody responsible for promoting their website, and making sure that it appears high in all search rankings.

(1) FIND THE  BEST KEYWORDS

It would be a waste of your time to optimize your website for keywords that are not even being searched for. Therefore you should invest some energy into finding the best keywords. There are several SEO tools available on the Internet to help you find the best keywords. Tip: Don’t be deceived by organizations that require you to register first. The two most popular resources are WordTracker and www.KeywordDiscovery.com.    

When using any SEO tool for doing keyword research, start by keeping your searches ambiguous and general. The results will always return suggestions, sometimes surprising ones that you may not have thought of.

You can get less comprehensive results by using DigitalPoint’s Keyword Suggestion Tool. This SEO tool will give you a summary of information without the KEI.

(2) KNOW YOUR COMPETITORS

Search engines analyze incoming links to your website as part of their ranking criteria. Knowing how many incoming links your competitors have will give you a fantastic edge. Of course, you still have to discover your competitors before you can analyze them.

A terrific tool is SEO Elite, which digs through the major search engines by keyword to not only tell you who your competitors are, but also provides you with an in-depth analysis of each competitor. The analysis includes these extremely important linking criteria, such as:

• Competitor rank in the Search Engines
• Number of incoming links
• What keywords are in the title of linking page
• % of links containing keywords in the link text
• The PageRank of linking pages
• The Alexa traffic ranking information

Stats, such as the above, play a critical part in determining what tools your website will need to compete in the Internet marketing competition. SEO Elite also offers you the ability to see who the website owner is and even send emails to all websites discovered to have quality link potential.

(3) OPTIMISE YOUR TITLE

The Title and META tags should be different on every page of your website if you wish for most search engines to store and list them in the search results.There are different theories about how long your Title should be. Since Google only displays the first 66 or so characters (with spaces), it is important to keep it under 66 characters and relevant to the content on the page.

If you wish to be on the first page of the search results, you must include your keywords in your Title tag. Preferably before all other words in the Title. No need to repeat your keywords in the Title, that’s interpreted as spam by the search engines.

(4) OPTIMISE YOUR META TAGS

META tags are hidden code read only by search engine webcrawlers (also called spiders). They live within the HEAD section of a web page. There are actually 2 very important META tags you need to worry about: description and keywords. Meta tags summarize what the site is about, and despite some SEO controversy, they still play an instrumental role in meta-based search engines. The META tags you need to be the most concerned about are:

1. description
2. keywords

The description META tag is the text that will be displayed under your title on the results page. Generally, these should be limited to 160 characters, as this is all that the search engines will read, and keywords shoud not appear more than three times, or they will be ignored.

The last important META tag is the keywords META tag, which some time ago lost a lot of points in Google’s search engine algorithm. However, this tag is still important to many other search engines and should not be ignored. You can have approximately 800 characters in this tag (including spaces).

SEO Tip: if you repeat your keywords more than 3 times it can be a pretty good indication to the search engine that you are trying to spam their search results. Also, don’t waste your time including keywords that aren’t used in the BODY section of your website, that could be seen as another spam technique.

(5) USE HEADINGS

Headings play an important role in organizing information, so be sure to include at least H1-H3 when assembling your page. Since a page full of headings would look just plain silly, you should fill in the blank space with paragraphs, ordered and unordered lists, images, and other content.

(6) USE TITLE AND ALT ATTRIBUTES

More often then not, web addresses (URL’s) do not contain the topic of the page. For example, the URL www.myspace.com says nothing about being a place to make friends. Where a site like www.placetomakefriends.com would tell Google right away that the site being pointed to is about making friends. So to be more specific about where we are pointing to in our links we add a title attribute and include our keywords.

Using the Title Attribute is an direct method of telling the search engines about the relevance of the link.

The ALT Attribute is used for the same reasons as the Title Attribute, but is specifically for describing an image to the search engine and to the visually disabled.

(7) NOMENCLATURES

Whenever possible, you should save your images, media, and web pages with the keywords in the file names. Many SEO’s have experienced improvement in ranking by renaming images and media.

(8) CREATE A SITE MAP

PageRank is relative and shared throughout a website by a unique voting system created by Google. PageRank works by having efficient navigation throughout your site. That where a site map page comes in. Since every page on the website will be linked to the sitemap, it allows webcrawlers (and users) to quickly and easily find content.  

(9) INCLUDE A ROBOTS.TXT FILE

By far the easiest top 10 SEO tips you will ever do as it relates to search engine optimization is include a robots.txt file at the root of your website. Open up a text editor, such as Notepad and type “User-agent: *”. Then save the file as robots.txt and upload it to your root directory on your domain. This one command will tell any spider that hits your website to “please feel free to crawl every page of my website”.

(10) INSTALL A SITEMAP.XML FOR GOOGLE

Though you may feel like it is impossible to get listed high in Google’s search engine result page, believe it or not that isn’t Google’s intention. They simply want to insure that their viewers get the most relevant results possible. In fact, they’ve even created a program just for webmasters to help insure that your pages get cached in their index as quickly as possible. They call the program Google Sitemaps. In this tool, you’ll also find a great new linking tool to help discover who is linking to your website.

LINK-BUILDING

These hints and tips should help you to get the basics right. However, an increasingly important element of site optimisation and promotion is link-building, as PageRank weights it’s site rankings heavily towards those sites that are accessed from other sites that are both relevant and important. Building links is what sets great SEO apart from good SEO. However, these 10 tips should set your site well and truly on its way.