Treloar Associates Announces New Rank Magic Division

East Hanover, NJ
September 1, 2003

Bill Treloar, President of East Hanover based Treloar Associates, announced today the creation of a new division, called Rank Magic.

Treloar Associates began in East Hanover in 1999, specializing in custom software development & support and information technology management & consulting. They soon branched out into web site design for small businesses and have created web sites for a number of local businesses. Treloar Associates also manages East Hanover Online, the website that provides information on East Hanover businesses and local community resources.

Many small business owners have found that designing an effective web site can be expensive, There are ongoing maintenance costs that may not be cost effective if the web site isn’t paying its way by providing new business from the Internet. Treloar Associates has concluded that small businesses fail to achieve significant revenue from their web sites not because the web sites aren’t effective, but because people can’t find them.

Over 85% of visitors to business web sites get there by searching for a product or service in search engines such as Google and Yahoo. "If a web site can’t be found in the search engines, it’s like a billboard in the woods," says Treloar. He continued, "It may be a beautiful web site, but no one gets to see it."

Treloar Associates began offering "search engine optimization" services to small businesses at costs tailored to that market and has been achieving remarkable results. Search engine optimization is the practice of selecting keywords that targeted customers will search for, and modifying the web site so that the search engines recognize that the web site is highly relevant to those keywords.

With clients expanding from local small businesses to small companies ranging from Massachusetts to Napa Valley California, the search engine part of Treloar Associates has been growing for the past two years.

"This has become such an important part of our business," says Treloar, "that we thought it deserved its own identity." That identity is Rank Magic.

The name Rank Magic is intended to convey the magic that high rankings in the search engines can bring to a business’ bottom line. Treloar also cites a line from science fiction writer Arthur C. Clark, that "Any sufficiently advanced technology is indistinguishable from magic." Treloar is quick to point out, though, that what Rank Magic does is less about technological wizardry than it is about hard work, research, and good business sense. The phrase is particularly meaningful to the company President, who worked his way through college in part by performing as a professional magician.