It is crucial not to start SEO services on a site whose structure or content has changed (online) with more than a 50% variance. When such major changes or news sites are launched online, the respective structure and content needs to be cached by the search engines prior to it being ranked. Once this is done you site will SIT in what is referred to a ‘natural’ ranking. This is a process that will take approximately 3 months. This ‘natural’ ranking is based on a number of factors such as adherence to SEO standards and how competitive the market you are ranking in is. Depending on such factors the ranking might be well positioned making extra SEO services redundant. However even if SEO is required, the approach will vary based on the results of the ‘natural’ ranking.