Turn and face the change

Search engine optimisation (SEO) is a tool that forces a change in the work process, according to one sector commentator.

Writing on the online pages of SEO Book, Peter Da Vanzo explains that when changes need to be implemented to a search strategy, the three "crucial" factors which need to be identified are starting at the top, addressing the human side and approaching the change systematically.

Primarily, a complete audit of the existing website and web strategy should be conducted of which problem areas need amending, starting with vital changes and then points that may be "nice to have".

This can then be sold by estimating the amount of web traffic competitors who have implemented similar changes receive.

Finally, the strategy needs to be promoted to the design team who works on the website and who may not believe there is any call for change, Mr Da Vanzo explained.

In related news, SEOmoz reports that PPC agencies make some 45 times more than SEO practitioners, which may suggest both campaign strategies are well worth considering.

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