3B Digital is a “technology-led” design house that is led by Search Engine Optimisation (SEO) considerations. This means that everything we do - from the Wireframing & Information Architecture process through to site launch - is governed by our on-site SEO best practice.

SEO can broadly be broken down into two areas, on site and off site work. Onsite SEO work covers all development processes that directly affect the content/structure of the website and its web pages (such as navigation, page titles, headings, etc). This onsite work is essential as it provides the foundations that all further SEO work is built upon - it is vital to get the on-site basics right.

Offsite SEO work covers all development processes that produce external links and content that refer back to, or reference any part of the website or its domain name (such as directories, social media, blogs, press releases, review sites, etc). This offsite work builds on the foundations laid by the previous onsite work, and can provide the greatest increase in ranking performance (usually upwards of 60% of the total SEO work), and thus ROI.

Before launch of any project, we run through a 45+ item process of best practice. This includes the provision of sitemaps.

These you will have seen on sites, to allow easy navigation to articles, but we go several steps further, offering a code-based XML sitemap direct to Google, which lists every article within your site. In very short order you should find that Google has indexed your pages and starts ranking them well.

We also prepare a Google News sitemap, with the hope that Google decide to include your content in their News search results.

Here at 3B we are often approached by prospective clients in the first instance not so much for web development per se so much as off-site Search Engine Optimisation itself - an ongoing and potentially never-ending exercise in Content Marketing, link-building, Blog Outreach and the like. But what is more often that not the case is that these new clients actually need a rigorous and thorough analysis of their on-site Conversion Paths with a view to building a strategy to drive those that do visit the site towards agreed goals.

This might seem very obvious; we all understand the need for a site to generate client leads or to achieve some other defined goal, but it is astonishing how few times that path to conversion, and the goals themselves, have been properly defined - our assertion is that these user journeys need to be properly articulated and optimised before any effort should be spent driving more traffic to a site.

As an agency we like little more than data crunching; our SEO team pore over spreadsheets of page loads and journeys looking to simplify and shorten the paths to a site’s goals; if a conversion relies on a clear understanding of a proposition then there is a clear case for re-writing and optimising those pages in terms of text and images to better tell that story.

Another hugely satisfying discipline in Conversion Optimisation is split-testing and testing layouts, images, language and even colours; very often these tests confirm our original design ideas but it’s important to be able to deliver clear reasoning and results to a client. The breadth & number of these tests depends on the available budget and the will to run analysis, but where both exist the results are satisfying and fruitful.

Combine these fruits over a matter of years and the benefits of conversion rate optimisation can begin to compound. A page that converted 1% of the time might begin to push 5 or 6%, amounting to a healthy change to the bottom line. 

If you are beginning to put together a conversion rate optimisation strategy today, let us know. As an experienced conversion rate optimization agency we know the best practice path to follow, and can work alongside your business needs and goals.