Search engine optimization is like just about every other sales or marketing activity in your arsenal. You can’t just set it and forget it.
If cold calling is your thing, you’ve got to pick up the phone every day.
If you’ve got brochures that bowl people over, you’ve got to get them in the mail.
And if you’re using SEO to help drive more traffic to your site, an on-going campaign is going to outperform a site that remains unchanged, no matter how well it was optimized at the outset.
Part of the power of an on-going campaign is the fresh content it usually encourages. The search engines love fresh content.
But there’s also value in monitoring your site statistics, figuring out what’s performing, and improving other areas to match.
You can even get all scientific about it and create two versions of a landing page to see which performs better. (I’m joking around a bit, but A/B testing is a great way to improve your site performance.)
An on-going campaign like this takes either time or money. There’s a lot you can do yourself if you have the time, and a good optimization consultant will provide value far beyond their cost. But don’t try to split the difference. The low-cost SEO “experts” you see in spam advertisements and cheesy banner ads are probably going to be either ineffective and a waste of money, or far more expensive than they’re letting on.