Advances in SEO – Semantic Profiles

12 May 2010
Published in Blog

SEO success no longer depends on words alone. Search engines are getting clever, they now look for meaning and look at semantics and ontologies. Below is a brief overview of what this entails:

What is a Semantic Profile?

Semantics is one of the three main branches of semiotics. Specifically dealing with meaning and how it is communicated through signs and symbols. As search robots index written content the symbols of interest here are words.

Previously search results index rankings and relevance were returned in direct response to the sites domain name, page titles and meta tags (words hidden from the user). Then, as technology improved, the robots could index greater amounts of content and algorithms were created to calculate such things as keyword density and PageRank.

However computers don’t think like people. Unless of course they are taught to.

So the next big step was allowing search robots understand what they were indexing. To give each word substance. By teaching the search engines what words signify, by giving them context and by building a framework of related words and words with similar meaning the machines begin to think more human.

Google have been using techniques like Latent Semantic Indexing for some years now, there’s a good article here on SEO Book.

Then to summerise, what does this mean? A useful analogy would be to imagine sitting in a waiting room, opposite you is a woman chatting on her mobile phone. The woman is having an intriguing conversation with a friend (whom you cannot hear). Now assume she never mentions herself the topic of conversation (her keywords) however from what she does say, the related phrases and words she uses you can piece together her story as whole. You should be able to do the same with a well written, search engine optimised web site.

My recommendation then remains the same. The best thing you can possibly do is create quality content which is relevant to your subject matter, informative and useful. If you sell sheds include details about construction materials, types, uses, placement and any additional related information. Be helpful, many people initially looking into getting a shed will be searching for questions like “most secure types of shed”. Find out the most frequently asked questions in your field and answer them, you’ll increase traffic and maybe sales too.

Here is a good tool for finding related words: Go Rank

Do Not!

Use “black hat” SEO methods. Any benefits gained in the short run will inevitably turn to disadvantage as the robots get smarter.

Clinuvel Pharmaceuticals

07 September 2012
Published in Portfolio


Services: Web Design & Development, Print Design, Branding, UX, SEO, Analytics, Optimisation, Emarketing & Server Admin.

Bio: Clinuvel Pharmaceuticals Ltd. (ASX: CUV; XETRA-DAX: UR9; ADR: CLVLY) is a global biopharmaceutical company focused on developing drugs for the treatment of a range of severe skin disorders. With our unique expertise in understanding the interaction of light and human skin, we have identified three groups of patients with a clinical need for photoprotection and another group with a need for repigmentation. These patient groups range in size from 10,000 to 45 million.

Clinuvel’s lead compound, SCENESSE® (afamelanotide), a first-in-class drug targeting erythropoietic protoporphyria (EPP), has completed Phase II and III trials in the US and Europe. In February 2012 a marketing authorisation application for SCENESSE® was filed for review by the European Medicines Agency. Presently, there is no known effective treatment for EPP and SCENESSE® has been granted orphan drug status. Based in Melbourne, Australia, Clinuvel has operations in Europe and in the US, with 25 employees worldwide. You can learn more about Clinuvel’s corporate activities in the investors' area.

Search Engine Optimisation

05 September 2012
Published in Marketing & SEO

Search engine optimisation makes you visible to potential customers.

Promoting your business via marketing and advertising can be an incredibly time consuming and expensive process. Surely then it makes sense that if there is a demand for your product or service then you should make yourself available to the consumers demanding it.

Search Engine Optimisation (SEO) can be an uber-effective tool in your promotional arsenal. Google alone receives over 16,000 UK searches every minute. Any of these searches could be a potential customer and your position within the listings could be the difference between the customer choosing you over the competition.

Unfortunately there are no quick fix ways to achieve that coveted number one position in search results. Search engine robots have, over the years, become more complex and have been developed to give the most relevant results whilst rejecting sites applying ‘cheat’ methods.

SEO can be broken down into two sub-categories:

On-site SEO
This includes the initial optimisation and build of your web site followed by the continued analysis of the content. The aim is to make each page of your web site clearly tell search engines what it’s about, to be relevant and be correctly structured. We use semantic HTML and various structure, syntax and keyword analytic tools to achieve this.

Off-site SEO
Herein lies the real power of SEO. The Internet, as it’s name suggests, should function as a net, a potentially infinite number of interconnected web sites and pages. To get your web site to the top of the search engine listings you need to have an external presence of some kind.


05 September 2012
Published in Branding & Startups

Be a success by defining your business and understanding your audience.

No matter how wonderful or amazing your products or services may be they are worthless unless people know about them. What we offer is a complete guided setup service where we help establish your brand and corporate identity thus allowing your market to clearly see who you are and what you do. Depending on your individual needs this is then developed in to logos, business cards, a web site or whatever specific articles you require to achieve your targets.

The process starts with a consultation where we talk through your business idea, discuss the brief and also cover any existing marketing plans. Next we create a selection of design routes, each style and concept tailored to meet your needs and to facilitate the achievement of your goals.

Chosen designs are then developed into a final piece that can be amended, edited and tweaked until you are totally satisfied.

For web sites we handle the complete process saving you the stress and effort. From domain registration, hosting to web site design and build followed by optional search engine optimization and online/offline marketing.