Kaizen is a Japanese term that effectively means continuous, incremental improvement.  This is a large part of our company ethos and features heavily in how we manage both SEO and PPC campaigns.

The Kaizen philosophy was brought to light during the 1980’s when the success of Japanese manufacturing was leading the world in terms of quality.  It is part of a larger qualityimprovement process, but the basic notion is that small, incremental improvements are always more successful than large, "big bang" initiatives.   There are many reasons for this, some to do with human behaviour and the difficulty in changing people’s working practices.  Another reason is that it is empowering.  Sometimes, it is the smallest change suggested on the "shop floor" that can have the greatest impact and these sorts of changes are often overlooked with large process optimisations.

There was a time when you could get away with a "big bang", "do it once and leave it" sort of search engine optimisation (SEO) project but not any more.  There’s a lot of work at the beginning of any SEO campaign, don’t get me wrong.  But a lot of the work is based on a set of assumptions and these assumptions need to be tested and adjusted over time.

For example, let’s look at keyword research.  Keyword research is not an exact science.  The tools and techniques that are used to help research, understand, and select appropriate keywords for a campaign are useful guides but are flawed.  Many times, the keywords that are being reported and ultimately selected end up not delivering the volume or

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