It is not just companies and government departments who are needing to adapt to the swiftly changing sands of the internet-driven world. Search engine agencies are needing to think on their feet too, particularly in times of economic difficulties.

What is becoming increasingly apparent is that we can no longer rely on ‘it worked last year’ type approaches. Search marketing agencies need to adapt more quickly than ever before to ensure that the policies and strategies they use for clients are the most appropriate today.

Agencies who are still pursuing search engine optimisation and PPC as their primary tools for winning traffic, sales and social returns are finding that this inhibits the results that can be delivered to their clients. Those who are experimenting with new solutions are often finding quick wins for clients, and discovering that whilst these may not be long term solutions, neither are pure SEO and PPC.

The goal posts move on an almost daily basis and it is those agencies who can be both proactive and reactive who are turning client accounts into pots of gold. The search engine optimisation and PPC only companies are mired in developing systems which are frequently out of date before they can be implemented – a problem being encountered across every sector which uses technology.

When looking for an agency, it is vital to check they understand the latest movements within the tech and Internet spheres and are able to propose innovative solutions for your business that take maximum advantage of developments. Obviously, it is also important that any agency handling your account must also be able to maximise the opportunities from tried and tested solutions, such as search engine optimisation and pay per click, but you should seek out agencies who have demonstrated fast adoption of new applications and services, and made the most of early mover advantages.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of Silicon.com's Outstanding Contribution to UK Technology