This is according to Econsultancy writer Kevin Gibbons, who said in a blog post on the website that it is "vital" businesses have a solution in place that lets them see if they can improve efficiency.

 

He explained that businesses should consider reviewing their SEO operations even if the current strategy is producing results, as it may be possible that an even greater return on investment can be achieved through the use of a new process.

 

"Waste is waste, even if it is being hidden by a generally successful approach," he remarked.

 

However, Mr Gibbons urged firms operating on the web to ensure they do not dedicate too much time to reviewing their strategy as this can be inefficient.

 

He went on to note that the frequency of an evaluation largely depends on the business model, with niche retailers having to re-evaluate SEO far less often than news agencies.

 

In related news, US expert Boris Bugarski recently suggested that Google Analytics should be an integral part of a company's attempts to boost its online performance.