When starting out with a new client that has never done search engine optimization before our first priority is to get them ranking for the keywords they need to rank for in order to improve their business. This involves a process of analysis, making changes, waiting for the search engines to pick up those changes, and then repeating the process. Because we have to wait for the search engines to pick up the changes and because every website and marketing situation is different it can take a few months to get a site up in the rankings to where it needs to be. After that point it becomes more of a maintenance situation, but don't let the word "maintenance" fool you, because sometimes it's more work to maintain good rankings than it is to achieve those rankings in the first place.

You may have heard that search engines are constantly changing their algorithms and this is why SEO is an ongoing process. This is partially true (Google modified their algorithm several hundred times last year), but it has less to do with the search engines themselves and more to do with your changing needs and the actions of your competitors. The keywords that bring you business this year might not be the same keywords that get the job done next year. And when your competitors see your rankings improve, then they'll make changes on their websites to improve their rankings. This turns into a long-term game of leapfrog. For these and other reasons SEO ends up being a long-term proposition, much like mowing your lawn. Although you can leave it for a week or two, ultimately if you don't take care of it you'll be back at square one.

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