SEO – eMarketing

SEO – Search Engine Optimisation

Search Engine Optimisation is a collection of techniques used to make a webpage appear near the top of a list of results after typing “search terms” into an engine (website) like Google, Yahoo, Ask Jeeves or Bing. These SEO techniques are primarily concerned with engineering appropriate tags, page text, web page filenames, domain names like ( and the appropriate search terms ie keywords and phrases. SEO should be considered in an eMarketing strategy context contrived to drive visitors (traffic) to a web site.


You read it here first! We think “ExtraWeb” succinctly describes all the parts of the internet where your business makes an impact that isn’t your own web site. Sometimes this can include old business directory entries listing outdated contact details. For a start-up odd-job man in Cambridge they won’t need a web-site to get the phone ringing off the hook. They’ll just need an ExtraWeb. And not a very big one. If you’re in any sort of competitive market your ExtraWeb is important now! If you’re interested in the reasons why or you’d just like your ExtraWeb sorted – please get in touch with us.

New and old “tricks”

Search Engine Optimisation (SEO) or traffic optimisation is one of a collection of technologies that drive visitors to web sites. These days it is a much more involved process than making sure that a web site has the right codes embedded in it.

In the early days of search engine optimisation technical tricks like hiding a huge number of search terms or keywords in a webpage by displaying the text in the same colour as the page background was promptly frowned on by search engine operators resulting in web sites being blacklisted.

Contemporary “tricks” are considerably more sophisticated but there is still a risk of blacklisting. It was only a few years ago that Google blacklisted the BMW website and it was several days before links to the manufacturing giant’s site was restored to Google’s pages.


The nature of the internet is constant change. For example: Google were processing over 1 million searches from mobile phones every day over a year ago and shortly after that 1 in 13 of the world’s population had a Facebook account. Before new tricks that take advantage of a transient condition become widely known they remain guarded commercial secrets.


As a business expands or diversifies new opportunities emerge. The original idea of a microsite is to cherry pick the leading innovations or cash cows in an enterprise and promote them with web technologies. Elaborating on a theme – this provides a simple mechanism to delineate responsibility for marketing and especially for intelligent performance review (analytic s) facilitating highly controlled delegation or outsourcing.

Common SEO techniques

  • Effective keywords are included in the website’s readable text matching hidden “tags” in the website’s code
  • Deployment of a sitemap
  • Links from forum ie web 2.0 sites especially but not restricted to Facebook and the Facebook “Like” production
  • Links from partner or related sites eg news or recruitment sites
  • Sponsored, including banner, ads through Google AdWords, Microsoft AdCenter and Yahoo! Search Marketing

Sometimes we recommend

  • Sponsored ads on targeted sites for example LinkedIn Ads
  • Promotional video on YouTube with referring link
  • “Mobile Keyword Tools” to ensure ads appear on mobile phones.
  • Specialist traffic partners

Social Media

It is now impossible to ignore social media as a marketing tool for business. More organizations need to display and operate individualized social web pages but lack the knowledge to do it.

We can setup and design your social media pages using your branding and information.

We can set up any social media profiles including:

  • Facebook
  • Twitter
  • YouTube
  • Google
  • LinkedIn

Content created to brand social media pages can include, for example:

  • Facebook Profile icon
  • Facebook Cover page artwork
  • Twitter profile icon
  • Twitter banner artwork
  • Twitter background
  • LinkedIn company page icon
  • LinkedIn company banner image

We conceive social media strategies.

A social media strategy could include a goal orientated comprehensive redevelopment of your social media channels to deliver your organization’s objectives. First we would analyse current online content and functional objectives. Then our discoveries would be reported in a proposal which would determine how your brand would gain crucial exposure by engaging with customers or facilitate new ways of interacting with partners or staff.

Diverse organizations have a variety of needs: Some social media strategies tie in with an offline marketing campaign. For others, the benefits of social media technologies are not realized solely by marketing functions. They might have benefits in other departments.

Data from social media analytics and marketing campaigns should be used to understand audiences and focus on objectives.

Current social site leaders with global reach include Twitter, Facebook, Google+, LinkedIn and YouTube.

Many organizations benefit from interaction with their online audiences by integrating social media technologies in their websites. Often, but not limited to blog and customer account facilities we regularly employ WordPress to create our new social web developments.

Develop the look and structure of your site, including efficiently written code for search engines, mobile phones, and prompt page display

C2S creates a contemporary design look with navigation contrived to achieve primary business objectives effectively and coded with a search engine friendly structure.

C2S develops software. Not leading edge innovation but simple day to day business applications which go a little bit further or focus on a business task more than off the shelf or downloadable solutions.

A small investment in bespoke software can reduce administrative overheads, enable remote working and downsizing as well as expansion. Specialised software can enhance a deliverable service to customers or even create new online service deliverables by reinventing current products in a form suitable for online distribution.

  • People who commission web developments need to realise that the primary objectives of the business or organisation are likely to have a lot in common with primary objectives of their website.
  • A primary objective of a website should be deliverable in as few clicks as possible and easy to navigate.
  • First impressions of a website should be appropriate and focused on high revenue products or breaking news.
  • To make a website for today recognising that the internet is always changing and growing is imperative.
  • You will need to update your website at some point whether it is today or in 5 years
  • If you leave your website unchanged eventually it will stop delivering its objectives
  • Good looking/appropriate design, context, content and supporting technologies will engage the visitors you need

How C2S does it

A typical C2S web development, be it a dozen pages or several hundred, will invariably benefit from the attention of several staff. First of all the client’s requirements will be divined by an analyst whose results will be passed to the design team and a programming team.

As well as creative staff, C2S keeps critical programming production in house. After all you need to know where access to your ecommerce facilities begin and end!

C2S is constantly improving on methods that minimise production costs and maximise innovative potential.