traffic and page rank. At the start of the optimisation process we searched our search terms ( Pilates Melbourne CBD / Yoga Melbourne CBD and variants) and saw who came up in the top 3. We then did a google search on their web address (in this case Matrix Pilates and Yoga, and saw all the back-links they had generated: Many of these were in paid, and even free directories. We followed them around and listed ourselves in all the exact same directories (including the Eastern Suburbs Soccer League listing!). We then did the same for the second and third rank pages for our keywords. This seemed to work. Matrix subsequently went out of business, as have 2 of our other local competitors. As we got a bit more savvy we've got some cool software programs that do some of the work for us -- Market Samurai to check keywords and page rank, Zen Tester to split test our page layouts and content for conversion rates. We've automated the sales process too. The prospect goes from their initial google search all the way through to purchase without requiring any human intervention on our part, just the auto-responders that are generated depending on their actions as they go through the funnel. Currently we're converting at about 30%. I came from a sales background in the Fitness industry. When we first opened the business in 2007 we had a very aggressive sales and marketing campaign, but very old school -- flyers at