Moved to site reviews
I'm curious about a few thing pertaining to this case study. From a developer's perspective, what was the thought process behind choosing to validate to a transitional doctype as opposed to a strict one? The reason I ask is because the strict separation of content and style that comes with any strict doctype stages the developer to write leaner, more accessible code, and compliance with WCAG guidelines (which goes above and beyond the doctype to which you validate) gives sites a tremendous SEO boost, because proper markup is being used not just to show objects, but to define
them. SEs LOVE this, because it's the most conscientious thing a developer can do for human visitors!
But of even greater interest would be the ROI discussions that went into the reengineering. What is the expected end result of driving more visitors? Is it about increasing revenue from Adwords? If so, how much was the site making, what is the target revenue increase, and what is time frame in order to achieve this? Also, how does the revenue increase compare to the expected payment for this sort of service, and what is the threshold for a customer justifying an SEO engagement in general? Basically, what's the ROI analysis?
This is the good stuff!