On one of the campaigns that I work on, the client recently decided to redesign and relaunch a website. This involved lots of work to ensure that as quickly as we could, this site was properly optimised for the key terms that have driven traffic to it in the last 12 months, and as a result of these efforts, with only a small amount of flux, the vast majority of the rankings and traffic were retained with minimal disruption.

This is all part of our normal service. I know that lots of SEO companies work on a project based approach, but at Vertical Leap, we don't think work on sites in a project approach really deals with all of the ongoing aspects that are required for success.

It seems to constantly surprise my clients that I am able to do all kinds of things for them as part of the original contract that they sign with Vertical Leap. I can help people to set up a blog, we can create and distribute articles and press releases, and there is no limit to the number of times that I'll review the keywords that we are targeting on a campaign - and when we change keywords, or feel changes are necessary for any other reason then again, there is no limit to the number of times that we will re-optimise a website, when that work is necessary.

This is fortunate for the client of mine who recently relaunched their site, as 2 weeks after it went live, they realised that there were some impediments to people converting on the site, and decided that some radical changes to site structure and calls to action were required.

The problem with this, is that when these new pages were made live, and old pages removed, the site optimisation work that I had done 2 weeks before was inadvertantly stripped out. There was no intention to undo the work, but these things happen sometimes.

If Vertical Leap was a project based organisation, it is very likely that the full cost of optimising the site again would have been a stinging blow for changes that were made to help the website ultimately make more money and convert at a better rate.

However rather than worrying about things like this, what we have done is actually get on and just fix the problems as quickly as we possibly can. I wonder how many of our competitors can say the same thing?