Business Computer Consultancy
Website Design & Optimisation Services

Optimisation Case Study: East of Eden Plants

www.eastofedenplants.co.uk

www.performance2and4.co.uk

Click to enlarge this optimisation result

East of Eden Plants & Designs is a business selling original city, country and home garden landscape designs using hardy tropical and mediterranean exotic plant species.
It is run by a plant biologist and artist who has indepth scientific knowledge and experience of what will grow well in any given set of environmental conditions, and it will look tops, too.
High quality and stunning design features from pots to pergolas, arches to architecture are all available at discount prices.

The uniqueness of this business is that a wide range of unusual and unusually large plant specimens come as standard.

It is a fairly young company, but can already claim some amazing projects on its CV, including household names.

We started work on the website and began to optimise about five years ago, and this site now features heavily in search engines, and appears page one on every major search engine listing for at least one top keyword phrase, and has done so for every day for over four years without a break.

Natural Listings advertise for Free!
FREE..every click..every day..every year..FREE

Click on any link. On the results page, just look at all the paid-for advertising surrounding East of Eden Plants' entry. Our client is not paying a penny. He has not needed to ask us to re-analyse his pages for six months. That's six months of top advertising for free.

We are paid to maintain the site and make content changes to reflect his business direction, but that's all. The placement work, (that is, the achievement of correct coding) was done way back and placement now actually comes free as a by-product.

Don't take our word for it, use the search terms opposite to see for yourself. Tip: on each search result, click on 'More results\Similar pages..'

We haven't the room to show you all successful search terms. If it works on Google, it will in most cases work on the other search engines, too.

What we have done for the client in this case study, we are now doing for new clients, which we expect to see perform similarly.

Now, you want optimisation?

What can we do for you?

After a one-off payment for optimisation (see below), continued web position is free - you only continue to pay us normal web design and hosting support charges annually (if you wish). The annual re-charge is lower than the initial build, but still includes a 'face-lift' of page style to keep it looking fresh.

Pay fixed costs for all your web development and graphic design, with no nasty surprises - just a normal web design and maintenance budget.

Any number of keyword search terms can be requested, and all within a fixed price, and for less than the average pay-per-click advertising budget..

You can buy the same analysis module as a bolt-on to your existing site, if it is correctly coded (few are). Otherwise you may need extensive rebuilding. Good news, optimisation can be done on a page by page basis, but this will be less effective than a complete site job.

Continues to work after payment stops, with a very slow decline rate. Why not let us look after your site and receive preferential rates on new work? Optimisation comes as standard.

Page one visibility always (if you can afford it - and until your budget runs out).

Fine, if your advertising budget is a bottomless pit.

Even with a lot of sales to justify the premium cost, it's wasteful of advertising budget. You have to ask yourself, if you are turning a profit do you care about the cost?

The least cost-effective form of advertising is paying for ads that don't work; pay-per-click works, but is an expensive way of reaching page one.

Our client has been on Page One of every search engine for two years without paying a penny for pay-click ads.

Disadvantages of natural listings

Slow to list; typically 2-6 months for top results, because of the nature of search engines. But then, just as slow to de-list. Actually we have had seen top success within weeks. Remember, you won't pay us for the search engine optimisation (SEO) work on your web design until your site actually lists in high positions naturally (you only pay when we have proved our worth), then your optimised site will go on listing, for free. Continue with paid ads until your natural listings take over, then stop the ads. Then you will be where you wanted to be when you started your website.

If we maintain your site, seach engine optimisation checks cost you nothing. You can add paid-for advertising if you are in a hurry, while your natural listings take over, it's your call.

A bottomless pit of expenditure with unknowable escalations. You will need to get ever increasing amounts of advertising budget to fight an escalating price-war with your competitors.

Each keyword search term requires separate funding, and that adds up, a lot.

Natural listing

Depends on the number of pages to be done. Prices start low for a new website, as little as £4,500 which is including a basic package - new concept & design, optimisation & support for one year; online shopping, customer accounts, mailing lists, web administrator tools as standard; additional pages cost extra, strongly focussed on one or two keyword search terms per page, depending on content. All you have paid for is a properly built site: the actual listing is permanently free, and will remain free.

Optimisation as a bolt on depends on the complexity of your pages, but can be as low as a one-off payment of £2,500 (additional pages cost extra).

EVERY WEBSITE IS UNIQUE. WE WILL BE HAPPY TO QUOTE YOU INDIVIDUALLY. We build top performance websites for the same price as ordinary ones.

Remember, we don't charge you a penny for optimisation until you appear on page one of one of the following search engines: Google, Yahoo!, MSN, Ask or Orange (others come free). We will then charge you the one-off payment we quoted you at the start. We accept spread payments for this amount (you can pay us the budget you no longer need for pay-per-click advertising per month, if you wish).

Paid-for listing

Depends on the popularity (by other advertisers) of the keyword search term: you can pay £5,000 per month per search term. Even a modest £100 a week for one keyword is £5,200 per year. You could list many keywords as natural listings with us for the same money.

That amount paid to us could give you a complete website re-build with complete optimisation for all pages on all search engines covering all of your main search terms (best is two or three a page, tops) which would list you without running out of steam, and you would still be highly positioned (perhaps falling slightly over time if your competition is strong). A top up twelve months later would make you even stronger.

If you are making more money out of ads than they cost, you may not care - you are still making a profit.

But there is a saying 'a penny saved is a penny earned'. By having pages that list properly, you can put your click-advertising budget back in your pocket.

The Bottom Line

Cost of SEO - £free (part of the annual maintenance budget - av. £4,000 for a large site).

We estimate your minimum equivalent cost in pay-per-click (22 search terms at £5/day) = £40,150