Recently, I have had the pleasure of reading an article about how SEO jobs are only a one time activity. Mr. Dave Pasternack believes that organic ranking for a site is just a one-time affair that SEO’s magically drag out to make money. He believes that a PPC campaign is more in touch with the user and constantly needs to be updated to run effectively and effeciently.
“What I am saying is that most marketers can achieve significant organic rankings without resorting to anything more mysterious than applying the basic optimization principles outlined in Google’s Webmaster Guidelines. ” Here is the problem, David. The guidelines change from day to day. You should know this since you have been in the business for a decade. You could have a client ranked organically high and the next day they are on page seven. Should I just tell them that SEO is a one time business affair? Should I tell my clients sorry, I am a “jedi’ and will have the rankings for the site higher using the force? Or should I monitor my clients sites everyday to make sure the Search Enginges didn’t change their algorithm while I was sleeping?
My point is that a “responsible SEO” will not only do the work to intially rank a site organically higher for a client, but also continually work to make sure they stay there.