online: The captain and vice captain were assigned as the two players who had received the most and second most points last season respectively.  The players on the bench were determined as they scored the least points in their position in the fantasy team. The team appeared very strong with the top goal scorer of last season; Van Persie, along other key players of last season's Premier League.  There were three Swansea players picked which is not surprising due to their strong performance last season with lesser known (and consequently cheaper on fantasy football) players. The next decision I had to make was to pick a team name; I decided to call them 'Crying Lightning', after the Arctic Monkeys song.  I then entered into the iCrossing league. One transfer is allowed each gameweek, therefore the model was adapted to select which player to transfer to maximise the current seasons total point accumulation.  After the first week, Evra was replaced with Ivanavic.  Evra did not get any points in the first week whereas Ivanvic got 24, making him the top performing player of the week, so the transfer was sensible. It is now the end of gameweek 6 and 'Crying Lightning' are a disappointing 23 rd out of 25.  Even after bringing in key players including Ivanovic, Cole and Hazard from Chelsea, they have been unable to climb higher than 17 th . I recently attended the BrightonSEO conference and one key point made was that when performing natural search optimisation,