Mr Phelps, 32, from Norwich, Norfolk has launched a Search Engine Optimisation Consultancy based in his home town of Norwich and specialising in working with small to medium sized businesses.
Kes first discovered his thirst for SEO when he began work at mProvision in 2002, a mobile phone content aggregation and distribution company based in Lowestoft, Suffolk. MProvision's founder and director, Fox Tucker's background was in affiliate marketing and was an expert in online marketing and search engine optimisation. MProvision had no offline marketing strategy. The companies success was based on it's listings in the organic search results of the major search engines, Google, Yahoo and MSN.
Originally employed as a web developer Kes soon found himself becoming involved with the SEO aspect of the business. He had no prior knowledge of search engine optimisation, only that it existed and that it was important to rank high. How important and the intricacies, however, eluded him.
Another element to the business was taking on resellers to resell the companies mobile content, using database template driven sites that Kes had built as part of his web development duties. He signed up to become a reseller himself and began his quest for knowledge on SEO. This was a positive relationship with the business as not only could he use his knowledge gained at work to optimise his ring tone sites, but he also brought what he learnt outside of work back into the workplace.
This arrangement of taking out and putting back in soon spiralled into a substantial understanding of on-page and off-page SEO techniques and strategies. Kes found himself in the SEO forums chasing stories on updates to the search engine algorithms and asking questions about this vast, ever changing subject.
Within eight months Kes had achieved first page listings for genre, artist and song title related searches and began to enjoy a modest but welcome second income. His on page techniques were, and still are, based on the model used for creating a scientific document. He had detected a pattern in scientific documents, programs and technical texts. He also saw the same pattern in the way Google and Yahoo organised their directories. They all had a logical structure with sub sections and sub-sub sections and he arranged his directories, sub directories, headings and content in the same fashion.
If it was good enough for Google it was good enough for him. He also knew from his programming days that the search engine algorithm would also work in such an ordered way and that it would probably based around this same logical structure. In essence he was attempting to talk to the search engines in their own language as this would surely be the most efficient way to communicate and therefore improve rankings.
Whether this was a load of 'pie in the sky' or not is yet to be proved but, regardless, the way a site is structured is very important for SEO and he got the results he was after. It also made his sites very usable.
He still applies the same thought process to the way he organises the content of a site and is constantly on the hunt for information on changes in the algorithms that might require changes to the code. His main focus now is on link-building.
With the competition becoming increasingly fierce the need for inbound, relevant, one way and trusted links has never been greater. And, as all good things worth having, it takes effort to get them.
Kes Phelps offers on page and off page optimisation for the search engines. He also provides a link building service that actually delivers inbound, relevant, one way and trusted links. He's based in Norwich and specialises in working with small to mediums sized businesses.
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