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Let us offer you the very same blueprint that we’ve used to help many businesses achieve success online. Take a look at the LinkedIn Testimonials we’ve received in the testimonials section to see what we’ve done for other businesses.

Internal links can improve your ranking for certain keywords. If we want this web page to rank for the term ‘what is SEO’ then we can link to it from other web pages on this site using variations of similar anchor text. This is a real sign to Google that this page will be useful to surfers looking to understand ‘what is SEO’.

Steve worked for me on an digital marketing project recently and I was very impressed with his diligence, sincerity and work ethic, as well as the excellent results achieved through his knowledge of SEO. I set up a JV with Steve and after working together I have been thoroughly impressed with Steve’s knowledge, professionalism and reliability. Well done Steve, you are a great person to work with.

Right from the start, Steve impressed us with his efficient and professional manner. We needed a new website in order to attract more clients and candidates and in the background to increase our social media presence. Steve really understood the needs of our business and has created a fantastic website that looks extremely professional. He has always been on the end of the phone when we needed him, kept us fully informed of his progress and gave excellent training on how to manage the website. We would highly recommend him to anyone who needs a quality and fully optimised website. Thanks again Steve!

In the early days of the internet, search engines were just a tool to help users find more information on the web as its size – and the amount of data that it contained – was rapidly growing. The advent of the first modern search engines like Yahoo and Google quickly led to competition among…

Are you just starting a business? Or is your business struggling to keep up amidst the booming online economy? Maybe it’s time to look into some search engine optimization (SEO) techniques that will help boost your site rankings. And don’t worry about the cost of a professional SEO agency just yet-these are SEO tips you…

The mainstay of any marketing campaign will be content that is creative and compelling. Our creative team includes designers, developers & writers. They have helped many brands benefit from visibility in mainstream media, as well as prominence in leading industry publications and blogs.

At Reboot, we never use unethical SEO tactics. Instead, we concentrate on creating the high-quality content that will get linked to by other reputable websites and, more importantly, will be of real value and interest to your visitors.

As we offer bespoke services, we don’t have a list of packages. However, we cater for businesses of all sizes from small, local businesses upwards. Depending on your needs and goals, our services could cost from £500 – £750/month up to £3000 – £10,000/month.

Our SEO London service helps your website get found for certain keywords that users enter into search engines. We start by optimising your actual website and also build links to help you rise through the rankings. Depending on how competitive each keyword is will determine how long it will take you to rise to the first page of search engines.

Our Google Adwords qualified team have over 10 years experience each from optimising existing campaigns to setting up new, optimised campaigns perform from the outset. We drive up quality scores by creating highly targeted ads and landing pages coupled with CRO to deliver more sales, enquiries and ROI at a lower cost.”

You’ve worked hard to build a successful London business. Perhaps you’ve even invested money into designing a beautiful website and have devoted plenty of time toward making your presence known on social media. So why aren’t you getting results? Simple. Because without the right London SEO strategy in place, your customers can’t find you.

Don’t forget you can use our on-page optimisation checker Page Optimizer for free to highlight what you need to improve to get your website’s organic search results appearing higher for optimization. And to check your keyword usage. Click here to sign up to the tool for zilch.

No company in the world can allow itself not to have a website to represent its business. Furthermore, the dynamic world of digital media requires constant exposure to customers and clients in order for the business to keep expanding. And one of best ways to achieve this, is to use SEO (Search Engine Optimization).

Getting to the top has to be earned through the pursuit of excellence. You need an excellent business that will earn a great online reputation through positive reviews and great feedback and you also need excellent content that will generate those essential, high-quality links.

Search Engine Optimization – also known by the acronym SEO – is the technique of getting a website to rank high among the top organic search results in a major search engine like Google, Yahoo, or Bing. SEO has many benefits for businesses, including an increase in traffic to their website, a better ROI, and an increase in brand recognition and credibility.

SEO Audits start with a diversified analysis and thorough evaluation. We then prioritize SEO efforts. At Rise, we love presenting data to back up our work and supply detailed tracking of conversions & revenue, analytics and visibility.

Are you unsure if you’ve optimized the content of your web pages well for search engines such as Google? To help you in this task and get effective results, our technicians have custom-built a self-use page analysis tool. It’s called SEO Page Optimizer and it delivers you detailed analysis of your pages by keyword.

Right from the inception, we are serving our clients to gain much more than what they aim for.Check out our discrete digital marketing strategies and solutions, which helped our partners achieve their business goals in the promised period.

We have a tool we’ve devised as a highly affordable SEO template solution that will help your London-focused SEO rank higher for your chosen London SEO keywords. It’s simple and intuitive to use and we provide one free analysis per day. Try it out for free here.

Laura heads up content development for clients. Laura produces high quality content to help drive engagement and to improve SEO metrics for client websites. Having worked at other London digital marketing agencies, Laura has built up extensive experience in viral strategies & content planning – Laura Wakeham

in the UK with a proven track record? Well, you’ve definitely come to the right place. We are actually more than a SEO Company, we are a Digital Growth Company. We are experts in everything from SEO, PPC, and CRO to Social Media, Reputation Management and Web Development.

Earning a spot in local search results is difficult enough, but some businesses find their locations filtered out of local packs. Learn what factors can affect your appearance in those packs, and what…

We’re a London based SEO company, offering expert help for Worldwide, UK & Local SEO. Our SEO Agency has a BIG impact on the businesses we help. We get a real buzz from hearing how our clients have benefited from our search engine optimisation services.

At Trent & Hanover, one of the first things we do is perform thorough keyword research in order to identify the correct – and most targeted – keywords that are relevant to your business and will be highly competitive.  This, along with the process we undertake for you in which we will rank your website for these keywords, will result in a large increase in the flow and number of customers to your site.

In this Whiteboard Friday, Google penalty and unnatural link expert Marie Haynes shares something a little different: how to earn links that DO comply with Google’s guidelines and that can make a real…

Moran Levi is an SEO expert and has been working in the industry since 2014. Moran is an instructor at the prestigious John Bryce Tel Aviv, an educational institute for those who are looking to increase their knowledge in the technology industry and learn professional skills.

By answering these questions, you not only create trust. But you’ll bring in traffic from channels you were not doing before. Build these users up as a network, and you’ll continue to rise in trustworthiness, build links and attract more customers.

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In 2005, if you’d come to us asking to rank for “London SEO”, we’d have billed you a few hundred pounds per month, built a few links and stuffed those title tags and headings with keywords and sat back to wait to be number 1 on Google.

Once our audit and competitor analyses are complete, we move onto the technical and structural optimisation of a brand’s entire online architecture using all kinds of advanced tools and technological wizardry. From MOT to a full engine makeover — we will tweak, fine-tune and, where necessary, rebuild from scratch. The goal? Maximum online power output.

Earlier this year, we decided to change our approach as see how successful we could be at attracting business via search marketing. We chatted our objectives through with Steve who quickly grasped what we were trying to do. Within the space of a few hours we had a plan which was implemented over the next week and I have to say the results have been spectacular. The number of visitors arriving at our site from searches including our chosen keywords have increased by 500%. The real proof of the pudding though is the number of calls and sales we get from our site both of which have increased substantially. Not only is Steve’s work really effective, he is a pleasure to work with. Friendly, bright and calm. I would not hesitate in recommending Steve to anyone looking to boost their business through search engine marketing.

Small Business search engine optimisation is about offering a more workable SEO service for small business owners. A small business marketing material writing service develops Web-based content for your item, service or industry. The authors are commonly freelancers and potentially based throughout the world.

Our SEO agency is one of Europe’s most successful. We’re helping businesses in London and in many of Europe’s capitals get the online SEO visibility they need. Whether yours is a small, medium or large business in London, in whatever sector, or a start-up in London, we’ll help achieve your SEO goals.

Whether it’s traditional PPC Adwords campaigns on Google, Bing and Yahoo, or social PPC on platforms like Facebook, Twitter, Pinterest, LinkedIn and Google+ Post ads, we have a solution for every business

London SEO Agency are Optimum SEO – our SEO functionality constantly ensures our customers websites are ranking on Page 1 of Google 🌍 As a leading London SEO Agency, we provide a bespoke service that delivers results fast ✉ info@optimumseo.co.uk

We have recently had a boost from Keyboost. It worked, it had great results. We were immediately findable and approachable for customers, well visible and that is the most important thing because it pays off immediately. Thanks to Keyboost.

A call-to-action is an active request for the visitor to do ‘something’ and they’re your way of guiding your visitors through the buying or doing journey. People are quicker to do things which they have been urged to do so you should write your CTAs persuasively. Don’t just put ‘Buy now!’ but make it worth their while: ‘Buy now and get 50% discount’; not just ‘Download here’ but ‘Download white paper to get useful insight into best SEO practices’.

Have you heard the phrase, “SEO is dead”? Has someone told you that these practices are outdated and irrelevant? Well, you have been misinformed. In fact, SEO is more relevant than ever. Companies like Online Performance, an SEO agency in London, are working daily to make sure that your business can have access to the best…

If you’re finding it difficult to rank for a given keyword term, we have a further SEO help method. It’s called Keyboost and it’s a tool we’ve had great SEO results with. You can normally expect to see your site to rise in the organic rankings within a few weeks. We’ve found our method gets a better click-through-rate than even Google Adwords (PPC) and it’s far more affordable.

Our SEO company will be definitely the right choice for people, who want to attract high quality search engine traffic from Greater London area. We work with online businesses of small, medium and large sizes. Special attention should be paid to the fact that Rank no.1 offers a wide range of local SEO London service packages. So, every our client will be able to get the best online marketing solution for his/her business. Have you decided to start cooperation with our Greater London SEO team? After analyzing your request, we will recommend you the best SEO London package that will meet your requirements and budget completely!

Things like social media, blogging, affiliate marketing, PR, content marketing, video, design and development along with user metrics like conversion optimisation, heat-mapping and time on pages are now as important as the old techniques used to be.

Better still, SEO Page Optimizer is free to use! We give everyone one free page analysis per day. That’s 365 free analyses a year. All you need to do is register with us and then upload your html file or type in the url of your webpage and submit your target keyword. Try it out now!

It gives you step-by-step instructions as to how improve the content and grades you on it. Once you’ve made the recommended changes, you can submit your page for another free analysis and see if you’ve achieved the blue thumbs up symbol.

The head of the UK’s National Cyber Security Centre has warned that a major cyber-attack on the UK is a matter of “when, not if”, raising the prospect of devastating disruption to British elections and critical infrastructure.

We’ve worked with dapa for several years across lots of products, channels and industries. Several have become £m businesses off the back of their work. One was the fastest growing company in the region two years running.

In the last five years Google has been weeding out poor SEO practices. The implementation of updates such as ‘Panda’ and ‘Penguin’ has proved challenging for many businesses.  Now more than ever it is essential that both your on-site content and off-site optimisation adhere to Google policy guidelines.

SEO is short for Search Engine Optimisation and describes the process of affecting the visibility of a website or a web page in a search engine’s unpaid, free results. These are often referred to as “natural,“ “organic,“ or “earned“ results. SEO takes time and investment, but can deliver ongoing unpaid traffic for websites.

If you’ve ever been the victim of a Google penalty, you know how painful it can be to identify the problem and recover from the hit. Even if you’ve been penalty-free thus far, the threat of getting penalized is a source of worry. But how can you avoid it, when it seems like unnatural links lurk around every corner?

engine considers most relevant. Thus, our SEO agency here in London will help you establish that trust and rank higher. SEO is not something you can buy directly. It can only be earned by creating valuable content and adhering to search engine rules.

Competitor analyses can shape your entire SEO strategy, but they’re easy to overlook. Learn a straightforward way to perform a complete competitor analysis and take full advantage of the free Google S…

Improve your website visibility in search engine results. Target keywords campaigns and SEO competition data. Each plan comes with a money back guarantee your website online presence will improve. Choose yours below:

In this edition of Whiteboard Friday, we hope you enjoy a brief history lesson on what should be avoided, what used to work and no longer does, and a brief 5-step process you should start using today for writing content that’ll get you to the front of the SERPs.

Craft a persuasive meta-description to encourage visitors to click through to you when your website appears in their browsers. Use your keywords and related words in it, include a call to action and keep it under 165 characters (that’s including spaces).

Content writing is the key for on-page as well as off-page SEO. The quality of a backlink is highly dependent on the quality of content. Basically, your entire digital marketing revolves around the good content. Our content writing team is not only able to inspire and evoke passion, but also to incite action. At FirstRank, we write the content which enhances SEO and collaborates with your business goals. Reach out and get the quote today.

Optimum SEO are your #1 choice for Small business SEO. Since 1999 we have been providing Hertfordshire businesses with on-going page 1 results for all keywords at competitive prices, with no tie in contracts.

Spend time developing inbound links by writing great blogs that people will want to share (promote them), offering to guest post on other sites, responding in forums, getting yourself listed on relevant local business or professional directories and reaching out to sites in a similar niche to yourself. Make use of our Keyboost linking service to all of this fast and professionally. (You can sign up for a free Keyboost test here).

SiteVisibility are a full service digital marketing agency based in Brighton. We’re experts in SEO and specialise in getting to understand our clients’ businesses and what success looks like for them in digital. As founders of BrightonSEO, Europe’s largest free search marketing conference, we’re uniquely positioned in being able to provide world class service by keeping up to speed through our network of digital professionals and marketing resources.

If you’re having trouble getting your local business’ website to show up in the Google local 3-pack or local search results in general, you’re not alone. The first page of Google’s search results seems to have gotten smaller over the years – the top and bottom of the page are often filled with ads, the local 7-pack was trimmed to a slim 3-pack, and online directories often take up the rest of page one. There is very little room for small local businesses to rank on the first page of Google.

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87% of Year 13 students secured a place at their first choice university, including 21% at UK top six universities. 71% of Scholars who are now at university are receiving further support from SEO Careers, including securing competitive first year internships with partner firms, and over 85% are volunteers with SEO Scholars or SEO Careers.

In April, Facebook also trialled a guide to help users spot fake news. However, the former head of GCHQ last week warned ministers they will have to regulate social media platforms to counter the threat of fake news.

Online Performance always stays up to date on new technology, and the blockchain has made a big splash. Whether you’re looking for bitcoin SEO, blockchain SEO, or you’re going your own way and need ICO marketing, our Crypto Performance team has you covered. Through a combination of years of successful SEO and working with crypto experts, we’ve mastered blockchain marketing and can bring huge organic growth to your crypto site or ICO.

Our award-winning SEO services have helped thousands of small businesses improve their search engine ranking and drive more traffic to their sites. We’re trusted by every major web host – and now, we can help your site rank higher, too!

SEO ensures that your site meets search engine guidelines, avoids penalties (such as Google’s Panda and the most recent Fred update), and achieves a better position on search engine results pages (SERPs).

Once we’ve gone over your website, you’ll have a great foundation upon which to start improving your SEO. You’ll know how you are performing for your most important keywords, how your competitors are performing, what state your on-site SEO is in, and more. And then you can start to improve your own SEO.

Like anything related to optimization, slow and steady is the best path. We are not a get-results-quick link farm that sells bulk qualities of indiscriminate links that might lead to your receiving a Google penalty. Instead, our specialist technicians, once you inform them of your target keyword and target url, will get to work researching the optimum sites from which to gain you inbound links. Each backlink is meticulously researched and of direct relevance to your website and its niche.

For a programme or initiative that widens the pool of BAME talent entering the workforce. This can be activity linked to outreach, attraction, assessment, interview and/or recruitment. It can include internal and external partnerships with universities/colleges, charities and/or other organisations. Examples may include apprenticeship, graduate and/or experienced hire recruitment.

We have dedicated our time and efforts to helping small businesses grow in size and become highly successful, and a great deal of this is related to successful SEO strategies.  Here are three top services which can help you.

And you can’t rely on PPC to drive traffic, either. Add London to a term and you’re at least doubling your advertising costs. Just as an example, for one of our clients, the estimated PPC cost rose from £1600 to £4000 per month just for adding the word London to the keyphrase. That’s a 250% increase.

If you do not know the words that potential customers are entering into a search engine at this very moment, you cannot optimise the pages on your website for those words. As a result, it becomes impossible for your website to be visible to a large number of users.

Steve worked for me on an digital marketing project recently and I was very impressed with his diligence, sincerity and work ethic, as well as the excellent results achieved through his knowledge of SEO. I set up a JV with Steve and after working together I have been thoroughly impressed with Steve’s knowledge, professionalism and reliability. Well done Steve, you are a great person to work with.

It’s well-documented that Google uses around 200 different factors when assessing where your website should rank for a particular search. So it’s no surprise that most business owners see SEO as a puzzle that’s too difficult to get to grips with. There can be a variety of things you need to consider to sure you have the best chance of ranking for the search terms your customers are using. As a London SEO expert we understand this challenge, and we can help.

We offer training and consultancy services for businesses looking to develop their own internal marketing teams. We offer both SEO Training and PPC Training that is flexible and tailored to specifications / business requirements. We offer a comprehensive SEO training schedule designed to educate and inform on all aspects of SEO from on-site to off-site optimisation. Our PPC training will help bring your internal marketers up to a Google Adwords qualified status.

We’ve produced a series educational SEO newsletters that explain how Google works with SEO. The newsletters are set out in a framework so that you build your SEO knowledge as you receive them. They will teach you how to use SEO power to raise your London website’s prominence for your London or other visitors. Sign up to our agency’s newsletter mailing list to receive regular informative SEO explanations on:

Conversion rate optimisation refers to the use of optimisation techniques that are directed towards increasing the percentage of visitors to a website that convert into customers.  It is also known as CRO.

Our Greater London SEO company UK, provides local businesses with a cost-effective online marketing solution. The benefits of our local SEO London services are obvious! It is important to say that organic search engine traffic is FREE! So, you don’t need to pay for each your website visitor. Paying for our services one time only you will manage to achieve top search engine rankings for the necessary keyword phrases. As a result, you will obtain high amounts of high quality search engine traffic to your website for FREE. SEO London by Rankno1

Small business optimisation bundles must a minimum of please the consumers. You have to know your company requirements and have the seo plan that suits your company. You also need to understand the sort of optimisation your company requires then have the very best bundle for it.

Your on-page content (that’s your keyword use, placement, and the structure of your on-page elements such as the title, meta description, heading tags – H1, H2, H3 etc – and correct use of bold, alt-tags etc) contributes a hefty 50% of your SEO power.

Why would you want to spend a large chunk of your profits on expensive pay per click techniques when you can choose to boost your organic SEO for a more long term investment that brings in much longer lasting gains.

If you’ve ever been the victim of a Google penalty, you know how painful it can be to identify the problem and recover from the hit. Even if you’ve been penalty-free thus far, the threat of getting penalized is a source of worry. But how can you avoid it, when it seems like unnatural links lurk around every corner?

We will audit your website, do a competitor analysis and fix technical SEO errors on your website that may cause you problems for ranking your site on SERPS. Our London search engine optimisation team will work on ranking your site for the agreed keywords.

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At Optimum SEO in London, we firmly believe the planning process in any new design is essential and to ensure its functionality is user friendly for all applications. Our web designs are created to be as user friendly as possible and are tailor made to suit your business needs. We develop our websites so they are compatible with all PCs and devices.

You cannot have helped but notice that Google and other search engines are placing much more important focus on local SEO of late. People can now get much more personalised result according to location and user preferences. What this means for the average business owner is that their website can have very different rankings depending on their location and their proximity to the user. Local businesses can really profit from this because at a local level they will no longer be competing for rankings with larger national or international companies and big brands.

We’ve worked with dapa for several years across lots of products, channels and industries. Several have become £m businesses off the back of their work. One was the fastest growing company in the region two years running.

Optimum SEO are your #1 choice for Small business SEO. Since 1999 we have been providing Hertfordshire businesses with on-going page 1 results for all keywords at competitive prices, with no tie in contracts.

The term SEO = Search Engine Optimisation. It is a way to help your website be ranked highly on Google and other popular search engines. It is a well known fact that 85% of all customers wanting to buy products and services use search engines to find the businesses they are looking for. What this means for you and your business is that if your website isn’t ranking high enough in the search results, you are losing business to your competition with a higher SEO ranking.

If you’re a business in the London area looking to boost your online presence, you might be aware what a SEO challenge it is to bring your London business high up the Google rankings. SEO, done right for your commercial website, is essential. UK government figures show there are 4.9 million UK private sector businesses. Nearly 20% are in London. That’s a lot of competition within London.

Assertive Media offers a comprehensive paid search advertising service offering pay per click management, bespoke PPC packages, adwords campaign setup and management, remarketing, display network services and other PPC agency related services.

Last week, Ben Bradshaw MP called on the government to get to the bottom of reports of opaque funding sources for some elements of the pro-Brexit campaign, citing “widespread concern over foreign and particularly Russian interference”.

Use your alt-tags and put keywords into the attributes where relevant and don’t forget to give your image files relevant names too. Make sure images are compressed so they don’t slow your site speed. The same goes for videos if you’re using them. Choose a keyword phrase to target for your videoand use it in your video title, description, and file name (ie: keyword-name.mov). Upload the video transcript for better optimization and Google indexing.

Like anything related to optimization, slow and steady is the best path. We are not a get-results-quick link farm that sells bulk qualities of indiscriminate links that might lead to your receiving a Google penalty. Instead, our specialist technicians, once you inform them of your target keyword and target url, will get to work researching the optimum sites from which to gain you inbound links. Each backlink is meticulously researched and of direct relevance to your website and its niche.

From Funky Pigeon and Canterbury to Randstad and OneStore, some of the world’s fabbest brands hang out at Found. Why? Because our uniquely holistic, heavily data-driven approach to digital has blown their little pink socks clean off. Now we want to blow yours off, too. As well as being fun, it will be hugely informative. You’ll get to peer into your customers’ online worlds, and see them like you’ve never see them before. Fully dressed, of course.

At SiteVisibility, we pride ourselves on the work that we produce for our great clients. But, we don’t just want you to take our word for it. Find out how we helped the likes of Vax, This Works, BlueBay Hotels, SuperYachtsMonaco and more achieve digital success.

The foundation of a successful SEO campaign, the keyword research aims at maximizing your audience size; structuring your website content, product descriptions, homepage copy and more; also discovering some hidden opportunities to benefit of.

With affordable prices specifically tailored to your needs, we won’t offer a “one type fits all” solution, instead, analysing your needs and determining exactly what’s needed to satisfy them. As your SEO agency we will always include:

The landscape for small business SEO has changed a great deal in 2012. Google has made enormous changes to its search algorithm penalizing websites that use black hat SEO strategies such as bulk linking and over optimization to achieve high rankings.

We’re a London based SEO company, offering expert help for Worldwide, UK & Local SEO. Our SEO Agency has a BIG impact on the businesses we help. We get a real buzz from hearing how our clients have benefited from our search engine optimisation services.

Google said the new Search Console reports provide “more transparency into Google’s indexing, stateful two-way communications between Google and website owners to help resolve issues faster, and a responsive user-interface.”

Doing things this way as an seo agency ensures a smooth process with minimal mistakes. It also means that at every stage, you can be informed of what we are doing to give you the most impactful and best value you’ve optimized your page as well as you can using SEO Page Optimizer, your website will be indexed more highly. As we explained, successful website optimization comes down to two factors: on-page and off-page. These come down to well-structured keyword-optimized on-page content and the building of quality off-page external links.

SEO is one of the most important factors that can affect the position of a website in Google. Not being visible in Google’s search engines can cost your company a lot of money. Without it, you’re basically losing money and giving it to your competition. In this modern era of the internet, no business can afford to do that.

The cost of SEO will depend entirely on the scale of SEO campaign required, the competitiveness of keywords and the status of the websites existing on site and off site profile. SEO is usually charged by the hour, but some companies offer a fixed retainer fee for ongoing SEO.

The work we do is more difficult than standard SEO and requires a team of specialists in order to do it right. Rather than follow the same procedures for each client, we tailor our services specifically to meet your needs. For more information on this please read our seo services page.

In local small business SEO , it’s not enough to simply drive qualified local search traffic to our clients’ websites. The end goal in any local SEO strategy is to achieve conversions from website visitors.

The traditional method of marketing through magazines and TV adverts has been replaced with ‘surfing’. Consumers now look for products or services with portable devices or desk top PC’s with one simple click of a button.

Right from the start, Steve impressed us with his efficient and professional manner. We needed a new website in order to attract more clients and candidates and in the background to increase our social media presence. Steve really understood the needs of our business and has created a fantastic website that looks extremely professional. He has always been on the end of the phone when we needed him, kept us fully informed of his progress and gave excellent training on how to manage the website. We would highly recommend him to anyone who needs a quality and fully optimised website….

It’s absolutely possible to migrate your site without suffering significant losses, if you do it carefully and correctly. This comprehensive guide covers the different types of site migrations, common…

You may have heard the name Vero being thrown around the social media world in the last few days. Vero, translating literally to ‘truth’, is the newest social networking app to take the web by storm. It brands itself…