Colin G Chase

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Seeking Contract Opportunities

Colin Chase is currently seeking consulting opportunities in the fields of eCommerce, Online Marketing (SEO/SEM), Brand Marketing, Shopper Marketing, Cross Promotion Management, Project Management, SEO Management, and Interactive or Traditional Marketing. Chase is seeking contract work (such as through a 1099 Contract or services paid directly to Chase-It Marketing™).

Colin Chase has been employed in various marketing capacities since 2000, while his Internet prowess dates back to the beginning of the World Wide Web in 1993. Chase has held positions in eCommerce, Online / Internet Marketing, Agency Marketing and Advertising, and Interactive Marketing. He has held titles such as: Director of eCommerce, eCommerce Manager, Director of Marketing, Project Manager, Marketing Film / Animation Producer and Director, and Lead Creative Agent.

Chase has seventeen (17) years of professional experience, with nearly 12 years being in management and director roles. Chase began his career as a Computer Technician and Network Administrator for a SUNY Community College from 1995 through 1999. In 2000 Chase went on to start his own marketing agency and firmly established himself in Online Marketing, Brand Marketing, and Interactive Marketing.

Chase was able to achieve a level of prominent success within interactive marketing from 2000 through the end of 2007 servicing niche Manufacturers before repositioning solely into eCommerce in 2008. For two years Chase guided the Online efforts of a mid-sized, family-run eRetail company in Buffalo, NY (best known for their website This company realized nearly 25% growth per year in the Internet Division that Chase managed, for the two years of Chase's employment at the height of the worst economic Recession since WWII. This growth came from within the Leisure Industry at a time when this industry was experiencing negative growth.

From 2010 through 2012 Chase directed the Online and Brand Marketing efforts of an emerging brand within the Snack Food industry that has become established in several retail chains across the US. The specific products marketed by Chase being primarily "Freeze-dried Fruit" which is categorized as a "Healthy Snack" and is a sub-set of the very large "Dried Fruit" market of Consumer Packaged Goods (CPG). Due to Chase's multi-channel approach he was able to grow online revenue for the primary brand (Brothers-All-Natural) by 60% in 2011 alone.

Search Engine Optimization (SEO) Manager and Hands-On

SEO in 2012"Preaching" SEOSEO in 2007Real World Examples

Search Engine Optimization (SEO) Highlights

Project Client:
Dozens of clients (via marketing firm), several companies (as a hire)

Project Components:
Keyword Research and Analysis, SEO On-Site and On-Page Techniques (modifications/additions to web pages on the website), SEO External Techniques (authoritative external in-bound links off the website)

Chase's Involvement:
SEO Manager, SEO Specialist, handled all aspects of SEO, taught SEO on-site techniques to Web Developers

Project Staff:
Chase in each role, some additional support after web developers trained

Project Timeframes:
From 30 days to 180 days and more

Project Budgets:
From $500 to $25,000 (or more for on-going)

The Beginning of SEO

The old Yahoo logo's leading up to 2009
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Colin Chase began working to get websites indexed and then highly ranked in the major search engines in the late 1990's. The art and science of getting a website to be found on the Internet was in its beginning stages at this point, though Lycos, Magellan, Alta Vista, Infoseek, Yahoo, and Excite were all going strong.

In 1998 Colin Chase started a small business venture, moonlighting on the side while working as a Computer Technician, to develop websites with a college friend. He named the venture "Net Yet" and had come up with the slogan "Are you on the Net Yet?" Both Chase and his friend had full time day jobs in computer-related fields, but both saw the huge impact that the World Wide Web was having and wanted to be a part of the transformation. His friend (Randy Wilcox) moved to Charlotte, NC a few years later and has had a successful career in Website Management ever since.

Movie Maker Magazine
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The "Net Yet" business venture didn't last very long as Chase was trying to drum up web-marketing business in a small western NY town where the Internet just hadn't caught up to the businesses there (yet). This was the first time that Chase realized just how important it was to have a website appear on the first few pages of a search query within the major search engines. Chase understood what a tremendous value this was for generating business in a very cost-effective manner. This was his maiden voyage into the new world of Search Engine Optimization (SEO).

A few years later during the autumn of 1999, Chase was part of an independent film project, and it was his task to develop the upcoming movie's web site. Using his knowledge of HTML, which Chase first learned in 1993 while a Computer Science student, he developed a very impressive website. Approximately two months later, the editor of Movie Maker magazine contacted the director of the film project due to Chase's website and SEO efforts. The editor specifically mentioned the website's appearance and its ease of use, as well as being impressed to have found the unfunded movie project from a search engine. The light bulb was starting to turn on for some business people in 1999, though unfortunately the subsequent hubbub regarding the Internet led to the "dot com bubble" and burst.

Preaching SEO to the Uninitiated

CIS Offices in 2006 with joke Slogan
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Colin Chase began a custom programming business endeavor in June of 2000, which led to incorporating this soon-to-be "interactive" marketing firm in July of 2002. Chase had no venture capital and no loans when he started his firm, yet by 2003 he was getting phone calls from all over the United States even though he had spent no money on advertising. Chase Information Systems, Inc. was being found on the Internet via Google, MSN (now called "Bing"), and Yahoo for search terms such as "cd-rom development", "interactive marketing", and "3d animation".

Chase knew that his company's financial resources were very limited, and so to find new projects he turned to the Internet and developed a highly ranked website for specific terms he believed would lead the right clients to his doorstep. Actually Chase developed three well-ranked websites that were all linked together. Using his expertise with SEO, Chase was able to get his marketing firm found by some large manufacturing companies and other businesses. Soon his company had clients in Las Vegas, Savannah, Chicago, Minneapolis, Boston, and a handful in NY City, with more coming in. This low-cost strategy of using the natural result set of the search engines to lure business to his company was truly paying off.

CIS Micro-Website in 2007
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Ironically, Colin Chase often debated with many of his clients that what they truly needed was to invest money into Search Engine Optimization, even if just a few hundred dollars to get some of their pages optimized and submitted. Again and again from 2002 through 2006 Chase kept hearing the same thing, "Sorry, but we just don't see the advantage in being listed naturally in the search engines." These clients still viewed their websites as secondary marketing efforts. It seemed that most of these businesses were viewing their websites as just an online brochure even though they may have invested tens of thousands of dollars into developing their website.

These business clients just didn't get it, so Chase started to include more SEO components into his marketing presentations. Chase would highlight how many of his own clients had found his company due to SEO, stressing just how cost-effective this marketing method was for businesses. Most of the large clients that Chase's firm had obtained had come to them from a natural result set in a major search engine and not from traditional marketing initiatives. However, even after preaching this topic in his presentations and on his company's website, still many his clients still did not see the need for SEO. That was until 2007 when there seemed to be a breakthrough and the topic of "SEO" was being highlighted throughout the business community at large and from the national stage in marketing magazines and conferences.

Finally in 2007 Businesses Start to Understand the Need for SEO

SEO on Google in 2007
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No one is completely sure what caused the switch from not seeing the need to invest in SEO to the overwhelming talk of SEO that began in 2007, but Chase was glad that the national marketing discussion had started to include SEO. Though he himself had been a part of this effort to make SEO more known within his own geographic region and amongst all of his inquiring potential clients. Chase thinks the switch may have been due to the start of the global recession and its beginning wave through the economy in 2007 causing more frugal behaviors in which SEO was viewed as favorable, but whatever caused the switch doesn't matter so much as the change itself.

From 2007 through 2010 the talk of SEO dominated the world of eCommerce in both the B2B and the B2C markets as well as appearing frequently in general marketing discussions. From 2010 onward it was no longer considered avant-garde to pay for effective SEO efforts. In fact, some companies have SEO evangelists, preaching and demonstrating the effectiveness of SEO throughout their organizations. Additionally the sums of money now spent on SEO consultants can seem staggering and unfortunately unscrupulous marketers often over-promise on the results for their pricey services.

In 2006 Chase listed some of his more impressive SEO results on his company's website. The purpose was to showcase the national and the regional successes of engaging in effective SEO efforts. This is what was listed:

What good is a website if it cannot be found on the Internet? Spreading your website address on your other marketing materials is important and good, but 80% of all Internet searches begin with one of the major search engines. Get Listed Today! Call CIS...

Various Listings for CIS: (actual listings no longer function as this website is no longer hosted)

cd-rom development - 1st page out of 36,400,000 results
multimedia marketing firm - 1st page out of 3,700,000 results
3D animation design NY - 1st page out of 900,000
marketing firm western NY - 1st page out of 1,320,000

Yet in 2012 Chase Finds Himself Still Defending SEO

SEO Success on Google in 2012
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Even though the dialog from 2007 through 2010 seemed to focus on SEO, yet in 2011 a downturn in the discussion has led to the debate once again among some business people regarding the need for SEO. Search Engine Optimization (SEO) is often seen as a "free" and "continual" form of online marketing, when in reality the efforts to make this happen and the expertise required are costly (though not near as costly as running Pay-per-click ads or re-targeting Banner ads).

Unfortunately and to the detriment of many businesses, SEO is often viewed as a natural occurrence that is the by-product of a website or online marketing and advertising. However, nothing can be further from the truth, as SEO is not a natural occurence that just happens as it must be implemented properly. Plus SEO is enhanced by, but not generated from other forms of online marketing. Though Content Marketing definitely has an impact on a web page's SEO ranking. Yet without the proper on-page structures as well as the titles within the href tags on the external website being properly setup, the full effects of SEO can be short-lived if ever experienced at all.

The reality is that a comprehensive plan and continual efforts are needed by professionals with the right amount of expertise. And due to the Search Engines continually changing their algorithms for how a site is ranked and listed, these professionals need to stay up to date on the latest information. A one-off success with ranking for a specific keyword is not "SEO success." On-going perpetual high ranking in the SERPs (Search Engine Result Page) for multiple "meaningful" keywords is required for a truly successful SEO online sales channel.

Additionally, keyword research needs to be done on a continual basis as the keyword phrases that are "hot" this month may change next month or next season or next year. Keyword research requires technical knowledge and online marketing intuition. Tools like Google's "Keyword Tool" can be very helpful as well as services such as Keyword Discovery and WordStream.

Some current examples of SEO Success brought about by Chase's efforts:

"What good is a website if it cannot be found on the Internet in the first few pages of the Search Engines?"
freeze-dried fruit - 1st page, 2nd listing out of 3,670,000 results
dried fruit - 1st page, 9th listing out of 22,800,000 results
fruit crisps - 1st page, 1st & 2nd listings out of 420,000 results (with 1 other related listings on page 1)
freeze-dried strawberries - 1st page, 4th listing out of 4,860,000 results
freeze-dried apples - 1st page, 1st listing out of 555,000 results
freeze-dried fuji apples - 1st page, 2nd listing out of 18,800 results (with 2 other related listings on page 1)
pool supplies - 1st page, 2nd listing out of 41,900,000 results
swimming pool supplies - 1st page, 6th listing out of 44,900,000 results
solar covers - 1st page, 1st listing out of 23,400,000 results (micro-site)
solar blanket - 1st page, 3rd listing out of 415,000 results (micro-site)
PLUS MANY MORE! and Chase's SEO Initiatives

More SEO Success on Google in 2012
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One of the reasons that Brothers-All-Natural hired Colin Chase in 2010 was to incubate the same level of success he had enacted for in regard to SEO ranking on their website ( In this area as in all the others he was hired for, Chase did not disappoint. He had outlined in his PowerPoint Presentation during his 2nd interview that he believed he could bring a noticeable and significant increase to their Online Sales with increased website traffic coming from the Search Engines for targeted keyword phrases. Of course this increase in sales would be enhanced only with a corresponding understanding of Web Page Optmization. Within just three (3) months of the new Brothers-All-Natural website being launched with properly structured on-site SEO techniques, the traffic from Google tripled and continued to increase dramatically over the coming year in 2011 and continuing into 2012.

Initial success came from having the proper Meta tags, title tags, header tags, alt tags, all the various on-page techniques set up as directed by Google, Bing, and Yahoo for optimal ranking. Additional on-site structures such as cross-linking between pages with the proper formatting, the right amount of content, the right amount of images, and properly structured categories all worked together to bring about greater SEO ranking for the targeted keywords. External in-bound links also led to an increase in SEO ranking as Chase aggressively pursued off-site product reviews, authoritative in-bound links, article / content marketing in-bound links, and the like.

Some of the success was due to researching and analyzing what the best keyword phrases were at that time, such as "freeze-dried fruit" rather than just "dried fruit" because the person searching for either had different expectations regarding what each of these terms meant. Additionally, noticing the news media's hype of freeze-dried strawberries (due to a study in which some forms of cancer saw improvements in remission rates due to ingestion of freeze-dried strawberries) led to pushing this keyword phrase in several manners via SEO efforts.

Additional success came from Press Releases which worked to drum up publicity while also creating many authoritative in-bound links. The end result was a huge increase in Search Engine traffic to the website, but this increased traffic had to be ready with properly structured and usable web pages and landing pages to direct the visitors without too much "unregulated thought" (i.e., providing the visitor with too many undirected decisions such as too many link choices). Web Page and Landing Page Optmization entails leading the website visitors "by the hand" to the exact location desired for them and then selling them with a vernacular and cadence that resonates properly for their demographic. There is an additional layer to effective SEO in regard to sales and that is Landing Page and Web Page Optimization. (For more information regarding Landing Page Optmization please click here (this web page is coming soon).

freeze-dried fruit - 1st page, 2nd listing out of 3,670,000 results
dried fruit - 1st page, 9th listing out of 22,800,000 results
fruit crisps - 1st page, 1st & 2nd listings out of 420,000 results (with 1 other related listings on page 1)
freeze-dried strawberries - 1st page, 4th listing out of 4,860,000 results
freeze-dried apples - 1st page, 1st listing out of 555,000 results
freeze-dried fuji apples - 1st page, 2nd listing out of 18,800 results (with 2 other related listings on page 1)

More Effective SEO equals More Revenue!

Colin Chase Speaking in 2012 at the world's largest eCommerce Conference in Chicago - IRCE 2012
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Up to this point we have been outlining the changes that Chase enacted for Brothers-All-Natural and these SEO efforts contributed greatly to the 60% increase in online revenue that this website enjoyed in 2011. However, listed below are very specific changes enacted by Chase for in 2008 and 2009, which also led to a significant increase in revenue.

The fifteen changes listed below were not all inclusive of the changes that Colin Chase enacted for, but they represent some of the most important changes that Chase put into place at that time. Unfortunately Chase and his staff did not have the resources to engage in SEO in a full-time manner for, but had to conduct their SEO efforts as they were able as the website had thousands of pages already created and hosted. However, as a result of the changes that they made Leisure Living's revenue for the SEO sales channel increased dramatically in 2008 and 2009.

In 2008 revenue for the SEO sales channel increased by about 20%, and in 2009 it increased by nearly 21% more. The SEO sales channel represented about 16% of the total revenue from all channels in 2008, and by 2009 this had risen to over 23% of the total revenue. The increases to the SEO channel during these two years totaled millions of dollars in increased revenue for Leisure Living and this came about by moving toward a more holistic SEO approach.

When it comes to SEO and analyzing what needs to be done, Chase starts with the low-hanging fruit first and then moves into the grove to more thoroughly examine the trunks of the trees and the soil composition. Chase starts with TITLE and Meta-Description tags, and then moves into examining the H tags on the page as well as the page's content (checking for relevant keyword seeding). Chase looks at the directory structure, does research on the inbound links and internal links (i.e., at that time using Yahoo's Site Explorer), and he also examines the navigation menu to ensure it is SEO-friendly.

Chase also believes that keyword research is crucial first step as often we may not know what the public at large is calling a specific product or category of products. Regional and national vernacular changes from place to place and from year to year. It is important to garner as much of this keyword phrase popularity information as possible before engaging in an effective SEO campaign. Keyword Research is a continual endeavor, as are most SEO efforts.

In-depth SEO Efforts for Detailed

SEO Success on Google in 2009
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In 2008 when Colin Chase joined the Internet division of Leisure Living, the top management was divided regarding SEO. Though for the most part it was thought that SEO should take a more dominant role. Chase moved quickly to initiate some immediate changes, and then over the course of the following year he pushed for SEO efforts to be completed by his staff as they were able during the slower times of the winter months.

Listed here are some of the primary changes Chase enacted for their SEO effort:

  1. Changed the main drop-down menu navigation from using JavaScript to utilizing CSS unordered lists. This technique mimics the effect of the JavaScript drop down menu, but is achieved by using only CSS and is thus search engine friendly.

  2. Changed the TITLE tag to include the specific products on the category or sub-category pages as well as any related keyword phrases (as directed by Chase from his keyword research). Before this change was enacted, a specific marketing motto was put as the TITLE tag on almost all of these pages with maybe a mention of one or two products on the page (though often just the marketing motto). Thus the entire site had dozens of category pages with the exact same TITLE tag.

  3. Changed the first phrase in the TITLE tag to be "" as "Pool Supplies" was one of the most popular search phrases for their industry and Google of course would separate this domain name as "Pool" and "Supplies". (Originally Chase wanted the first phrase to be solely "Pool Supplies" but the owner of the company would not permit this change, with the compromise being "".)

    • a. This change was superseded by Chase in the spring of 2009, and was replaced with "Swimming Pool Supplies" rather than "". Chase altered just the home page in this manner as a test and within two weeks the company was appearing on page 1 in Google for the phrase "swimming pool supplies". This was big news as this phrase had eluded the company for years as they were placed on page 5 or further in for this phrase for as long as anyone could remember. (This change was enacted on a handful of popular pages after Chase garnered the approval of the owner, but this change was not implemented throughout the entire website as yet.)

  4. For product pages where the PDG Commerce shopping cart system had limitations regarding TITLE and meta-description tags, Chase opted to simply put the product's title as the TITLE tag using shopping cart variables. This change was enacted within all the various product templates of the PDG Commerce system.

    • a. There is still an on-going issue with PDG Commerce giving grief when attempting to collect multiple product titles on what is called a multi-pre-add page in which multiple products are displayed. A work-around was provided by Chase to the web programmers (siphoning the data from the Cart using a DSN – data source name – connection into the product database and thus bypassing the shopping cart program altogether), but this change has not been implemented yet (as of April 2010).

  5. Created specific meta-description tags for each primary page (i.e., category and sub-category pages or popular product pages if there was a static version outside the shopping cart system – see #6 below). Before Chase came onboard the same meta-description was used for all pages that had a meta-description (and many didn't even have this tag). This change did not occur on all the primary pages as Chase had hoped for, but many were completed and more are continuing to be completed.

  6. For product pages where the PDG Commerce shopping cart system had limitations, Chase also opted to simply put the product's title as the meta-description tag using shopping cart variables. This change was enacted within all the various product templates of the PDG Commerce system.

    • a. The same problem issue with TITLE tags on the multiple product pages (listed above in # 4a) also affected the meta-descriptions on these pages. The on-going issue with PDG Commerce giving grief when attempting to collect multiple product titles on a multi-pre-add page also works against this change. The work-around provided by Chase still has not been enacted on the multiple product pages, but should be implemented soon.

  7. Chase also opted to continue with the meta-keyword tag, even though it is not used for ranking anymore (though it is still used for indexing). However, Chase requested that his team make certain that the keywords listed were specific to the page or specific to what his keyword research indicated. Chase also theorized that this tag would assist with content seeding, as a list of keywords was provided on each page.

  8. Replaced the STRONG tags and the FONT tags that surrounded product titles and sub-category titles on all the category pages to be H2 tags. Thus they re-configured the H2 tag to display as desired by using CSS.

  9. Replaced product titles on the website to include the most popular keywords for the specific product as deemed necessary. This technique would change product titles slightly from year to year, but in minor ways so as to not cause confusion with repeat customers. This change was enacted for approximately 200 of the best-selling or wished-to-be the best-selling products, and was completed in December 2009. As with many SEO techniques, this will need to be re-done for next season, as the keyword phrases fluctuate with the vernacular of the Internet shoppers.

  10. Keyword seeding into the product descriptions was also enacted by Chase, as many products had very short or incomplete descriptions. Meaningful content development is an on-going issue at Leisure Living, and additional staff is to be added to address this problem, as Chase has continued to push for a Content Specialist(s).

  11. In-bound external linking or "back-linking" was an area in which lacked and its major competitors did not. Chase pushed the top management to allow for contests to be used for creating in-bound linking as well as article propagation. Chase was permitted to create a "Best Pool Pic Photograph Contest" in 2009, and the contest as well as the external in-bound linking was both a success.

    • a. Of course, was already listed in some directories such as DMOZ. However, Chase enhanced this effort also by adding the website to multiple directories and in multiple categories as permitted.

    • b. Finally for determining what in-bound external links your website has, as well as checking on your internal linking, Chase believes Yahoo's SiteExplorer is the best at the current time. From Yahoo's search box, simply type in "" and you will be directed to a page like this:

  12. Chase also pushed for creating articles to be put onto article websites, or press releases to be disseminated on the national level. The purpose of such from the SEO mindset is solely for inbound linking, though other branding purposes also exist for engaging in such activities. Chase authored a few articles in 2008 and 2009, which the owner of the company did not permit to be published (i.e., not fully understanding the purpose). Chase then enlisted the help of the Marketing Director, whose main responsibilities were focused on the printed catalog the company published. Together they convinced the owner that articles and press releases are an effective manner to gain inbound links as well as the potential for additional branding and public notice.

    • a. The first such national press release was created by Chase and scheduled with to go out on December 26th. (See the Press Release here: This article generated hundreds of in-bound links (some of which have "disappeared" though many have not), and thus was effective in this regard. However, the best possible scenario also occurred in that Chase's article was picked up by the New York Times. The Times published an article that was based on this press release on February 11th. (See the news story here: A mistake was made in the article though, as the company for which Sean Corrigan was speaking should have been listed as "" and not as "Leisure Living".)

  13. Internal linking with keyword-rich phrases was also implemented. Rather than saying "click here for inground heaters", Chase pushed for phrases such as "click here for in-ground swimming pool heaters" to be used. Additionally, cross linking products was also strongly encouraged and implemented.

  14. On-going keyword research was also initiated by Chase. A few services were used, such as Keyword Discovery and SpyFu, but Chase settled on Google's Keyword Tool for his research. The gist of how Chase performs keyword research is to put "known" popular or thought-to-be popular keyword phrases into Google's Keyword Tool to see what comes back. Additionally Chase uses other potential keyword phrases provided by this tool as the basis for further investigation. This makes the process better rounded and more thorough. Chase downloads the matrix provided into Excel and then sorts by the search volume in descending order to bring the most popular phrases to the top.

    • a. The only detriment to using Google's Keyword Tool is that the local search volume is limited to the previous month. As a work-around Chase compiled this data for a wide range of keyword phrases on a monthly basis, creating a yearly log of industry or product specific keyword phrases. Other tools like Keyword Discovery allow you to view this information from previous months, so there isn't necessarily a need for compiling such a log.

    • b. Furthermore, the "Match Type" function that Google added to their Keyword Tool is excellent for managing PPC campaigns with Google AdWords. This allows you to add the keyword phrases to a campaign for the default of "broad" match (the phrase in any order within the search query), "exact" match (the phrase in the specified order exclusively within the search query), and "phrase" match (the phrase in the specified order within the query but not exclusive). It also provides the ability to add selected keyword phrases as a negative keyword (i.e., makes certain that your PPC ad doesn't show for any search query that includes that phrase).

  15. A flat directory structure with only one or two levels at most was also planned and for the most part implemented. Thus instead of "" the directory would be changed to "".

    • a. Additionally, as the staff was able, keyword-rich titles would be given to the file directories that were created. For instance, the interactive FAQs is located at "".

Five high trafficked keyword phrases that Leisure Living was able to see large ranking increases for due to Chase's efforts include:

1. Swimming Pool Supplies - Although the website toggled between 1st and 3rd position for the keyword phrase "pool supplies", yet for this phrase it remained on page 5 or after. Chase corrected this situation by adding the term "swimming" to the TITLE and meta-description tags. It is now listed in position 5 on page 1, major improvement in just a few weeks.

2. Pool Closing Chemical Kits - This popular phrase at the end of the pool season left on page 8 or later until Chase enacting his changes, which brought it to position 9 on page 1 in the autumn of 2009.

3. Pool Chemicals - was listed on page 4 or even further in until the changes enacted by Chase put it on page 1 in position 6.

4. Pool Products - This term, which is also the name of a major competitor, eluded Leisure Living for years until Chase made SEO changes to the Home Page. Now the company is listed in position 7 on page 1.

5. Rule Cover Pump - This listing leads directly to a product page, which due to several constraints of their shopping cart system they were unable to get any products listed in Google. That is until the changes enacted by Chase, in which he simply put the SEO-friendly product title into the TITLE and Meta-Description tags. The result took from not being listed at all for this product, to being listed on page 1 in position 10.

Many more examples could be provided, but these five showcase how properly conducted SEO can raise search engine natural ranking dramatically, sometimes in as little as several weeks.

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