Netconcepts is a web marketing and web development

Web development

Web development is a broad term for the work involved in developing a web site for the Internet or an intranet . This can include web design, web content development, client liaison, client-side/server-side scripting, web server and network security configuration, and e-commerce development...

 agency founded and headquartered in Madison, Wisconsin

Madison, Wisconsin

Madison is the capital of the U.S. state of Wisconsin and the county seat of Dane County. It is also home to the University of Wisconsin–Madison....

, specializing in SEO

Search engine optimization

Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...

 for Fortune 500 ecommerce companies and major media brands. In January, 1995 then web development company, Internet Concepts was started, eventually renaming itself to its current name, Netconcepts. Netconcepts was founded by its president, Stephan Spencer and CEO Nigel Varcoe. Netconepts was acquired in January 2010 by Covario, the nation's largest independent SEM (search engine marketing

Search engine marketing

Search engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...

) and SEO (search engine optimization

Search engine optimization

Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...

) solutions provider, offering both software and marketing services for paid and organic search management.

Overview

In 2000 Netconcepts Limited was created, with offices in Browns Bay, Auckland

Browns Bay, New Zealand

Browns Bay is an Auckland suburb. It is one of the East Coast Bays suburbs, and is well known for its shops and beaches.Browns Bay is under the local governance of the Auckland Council, and is located in the North Shore ward of the new Auckland city, one of the thirteen newly amalgamated...

 and then later, Christchurch

Christchurch

Christchurch is the largest city in the South Island of New Zealand, and the country's second-largest urban area after Auckland. It lies one third of the way down the South Island's east coast, just north of Banks Peninsula which itself, since 2006, lies within the formal limits of...

. Netconcepts Ltd. is the design and production arm of Netconcepts LLC, the office in Madison. The majority of the over 50 staff are now employed in the New Zealand office though some of the owners and key executives are based in Madison. The company has been featured in a case study by the New Zealand government's Work-Life Balance Project.

Netconcepts have many large corporate American

United States

The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 clients which total 70% of their client list, the other 30% are New Zealand-based clients. In 2005, Netconcepts earned $5 million in revenue. Some of the American clients include the Carter Center

Carter Center

The Carter Center is a nongovernmental, not-for-profit organization founded in 1982 by former U.S. President Jimmy Carter and his wife Rosalynn Carter. In partnership with Emory University, The Carter Center works to advance human rights and alleviate human suffering...

, PartStore.com

PartStore.com

PartStore.com is a major online parts retailer Consumer Electronics, Major Appliances, HVAC, Outdoor Power Equipment, Fitness, Lighting, Medical Equipment, Broadcasting Equipment, and Wireless Batteries & Adapters and is listed in Internet Retailer's Top 500 largest e-retailers. It is part of...

, Verizon

Verizon Communications

Verizon Communications Inc. is a global broadband and telecommunications company and a component of the Dow Jones Industrial Average...

, Van Dykes Taxidermy, Countrywide Financial

Countrywide Financial

Bank of America Home Loans is the mortgage unit of Bank of America. Bank of America Home Loans is composed of:*Mortgage Banking, which originates purchases, securitizes, and services mortgages. In 2008, Bank of America purchased the failing Countrywide Financial for $4.1 billion...

, Steve Spangler

Steve Spangler

Steve Spangler is an author, professional speaker, Emmy Award winner, listed in the public Time 100 poll, science teacher, founder of two companies, toy maker and a trained magician...

, and Discovery Channel

Discovery Channel

Discovery Channel is an American satellite and cable specialty channel , founded by John Hendricks and distributed by Discovery Communications. It is a publicly traded company run by CEO David Zaslav...

. New Zealand clients include New Zealand Post

New Zealand Post

New Zealand Post, commonly referred by its acronym, NZPost is a State owned enterprise responsible for providing postal service in New Zealand.-History:...

 and Prime Television

Prime Television New Zealand

Prime is the seventh national free-to-air television station in New Zealand. The station airs a mixed group of programmes, largely imported from Australia, the UK and the United States, as well as free-to-air rugby union, cricket and rugby league matches....

.

In 2003, Netconcepts released a report titled The State of Search Engine Cataloging, which showed 99 of the then Catalog Age 100 companies had not optimized their website for search engines. The other company did not have a website. Brian Klais, vice-president of their e-business sector, and Stephan Spencer said to Multi Channel Merchant: "the vast majority of sites analyzed had sizable chunks of their site inaccessible to search engine spiders, mostly due to search-engine-unfriendly dynamic URLs and navigation based on Java

Java (programming language)

Java is a programming language originally developed by James Gosling at Sun Microsystems and released in 1995 as a core component of Sun Microsystems' Java platform. The language derives much of its syntax from C and C++ but has a simpler object model and fewer low-level facilities...

, JavaScript

JavaScript

JavaScript is a prototype-based scripting language that is dynamic, weakly typed and has first-class functions. It is a multi-paradigm language, supporting object-oriented, imperative, and functional programming styles....

, or Flash

Adobe Flash

Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...

."

White Paper

Netconcepts released a white paper

White paper

A white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions, and are often requested and used in politics, policy, business, and technical fields. In commercial use, the term has also come to refer to...

 in 2006, detailing the aspect of long tail

The Long Tail

The Long Tail or long tail refers to the statistical property that a larger share of population rests within the tail of a probability distribution than observed under a 'normal' or Gaussian distribution...

searches and the value of having them. The white paper says that the amount of unbranded keyword traffic is about seven million searches a month. A previous study showed that Google served up the most unbranded searches, 80.7%. Netconcepts then went into detail about how to optimize a website for long tail searches, such as changing from dynamic to static URLs so a search engine can index the page easier, rewrite title tags, and copy optimization.