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Intelligent Optimisation - Helvellyn Consulting’s approach to SEO

The purpose of this page is to give the reader a basic overview of what Search Engine Optimisation is all about and to explain more specifically to provide a case study of one our clients for whom we do SEO work, using what we call intelligent optimisation. It also provides a glossary of SEO terms.


One of our previous client ran a holiday accommodation and attractions website. There are literally billions of web pages on the internet and this means that most search results bring back literally tens if not hundreds of thousands of pages of results. When it comes to searching for holiday accommodation, the chances of recognition are even more difficult for an individual owner, as most of the sites that come up for searches on the first few pages (and if you're not on page 1 or 2 of the results then forget it) are often the home pages of web sites with hundreds if not thousands of other similar properties.

This is not just frustrating for the accommodation owner, it is also frustrating for the holiday maker, as they often end up having to do a "double search" - find the website, then go on the website and search again to find a suitable property. As a result what increasingly people tend to do is put in a very specific search phrase into the search engines. Anyone looking for a hotel with a swimming pool in Brighton is not going to put just the word "hotel" into google, unless they have a lot of time on their hands…

Intelligent optimisation

We have found that of the 40,000 odd visitors a month visiting our clients web site, they tended to use up to 35,500 different key phrases, so while we optimised the site for more general phrases (for example "holiday accommodation and attractions in the UK", and "property types in location" combinations), we also used "intelligent optimisation" for individual property owner listings on the site. The aim was to get individual premium properties listed on the organic results pages (as opposed to sponsored results) for specific key phrases relating to their property. This is intelligent optimisation. Specific examples which all achieved google page 1 ranking included "Luxury Lake District B&B", "Luxury cottage in Fife", and "luxury large self-catering cottage in Wales".


Glossary of SEO terms

So what to do next?

Well we hope this brief article has explained some of the basics. To find out more, and to see what we can do to help your SEO campaign, then please contact us.

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