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Company: 2littlefeet
Project: number 1
Dates: Jan 2007 to Dec 2009
How did the project start?
The scale of the project was initially very small as i had very little capital to start with. The initial range was 90 items. In under 2 years we have grown this to approximately 1500, with no external funding. The website has grown purely through improved site performance, driven by website optimisation. With a very limited budget website optimisation was the most cost effective way to improve search engine ranking.
What options did you consider?
The limited capital I had met that the more traditional marketing methods were unaffordable. To promote the site i had to creatively use my resources to their best effect. I tried Adwords with minimal success. Froogle performed slightly better in terms of sales.
What help and expertise did you receive?
I searched the net and asked everyone i met who knew anything about websites! Then i went on a one day course on site optimisation.
Did you face any challenges or learn any lessons?
The challenge with web optimisation is patience, as there are no overnight results. It was frustrating watching competitors permanently positioned in the sponsored rankings as they paid their way to gain sales, but the stealth like approach of page optimsation soon gave 2littlefeet high page one rankings for searches for the key brand names. It is very satisfying when you get high page 1 google ranking for your key brand names. I soon learnt that sales are proportional to google rankings.
What are the outcomes and how has it improved your business?
My approach to web optimisation has directly determined the brand names i stock, and how they are presented. The business as a result has grown from 90 to over 1500 stock items in under 3 years with no additional cash injections or PR campaigns.
What are your plans for the future?
2008 will see further expansion in the product range, and optimisation projects in 3 languages.
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