EXAMPLE:
Search Engine
Optimization (SEO)

Problem.   The owner of a Software firm was frustrated that his Web Site was performing poorly, so he asked T-21 for help.   He said, "We spent a lot of money on the Web Site - even hired an SEO consultant - but we just aren't getting the viewers we expected."
 

Action.   To address the problem, his T-21 Team Manager (TM) had an SEO Team evaluate the Web Site.   They found the basic design was good, but effective Search Engine Optimization (SEO) techniques had not been applied.   Without proper SEO, the company's Web Site did not rank well in major search engines, so prospective consumers weren't finding it.   The Web Site was actually optimized for terms and phrases that potential customers would not likely use.

Their T-21 Team postulated that, to technically fulfill his contractual obligations, their SEO consultant may have optimized the Web Site for only obscure and inappropriate words.   This would easily move the Site higher in search engines' results for those obscure, odd terms - that were unlikely to be used.   Unfortunately, this did nothing to help the company, but did - technically - improve SEO results for irrelevant terms.

To improve search engine results for meaningful search terms and phrases, the T-21 SEO Team recommended specific changes to some elements and textual content of the Web Site.   Contacting the owner, the TM explained the problem, proposed alterations, and outlined the likely results.

The SEO Team also recommended other, ancillary, steps to improve their standing in Search Engine Results Page listings.
 

Results.   A few months after T-21's optimization, the company's Web Site ranked better in search engines for terms used by their customers;  this resulted in significantly increased viewership (as shown in the Web Site's statistics).   In addition, the owner reported that revenues from Web Site referrals were starting to climb.

After six months, he remarked, "I think this put us back on track, and we're looking pretty good now.   We appreciate all you did here."