If you want to get the most out of your SEO, it must not turn into a time-limited project. Search engine optimization requires continuous effort to provide proper returns.
Recently, some agencies have emerged that treat SEO as a time-limited project. They conduct an on-page analysis, throw up a few backlinks for a while, and then simply stop doing anything (or focus on things that are cheap to do while taking some kind of retainer). In my eyes, this is a terrible waste of resources; you stop the work just when you’ve reached the peak of the threshold. Instead of taking the final steps that bring the big return, they settle for, for example, a top 10 position.
No bad words about our competitors, we have many industry colleagues who are very skilled in search engine optimization. However, I can think that projects are often dropped when they start to get really good. SEO requires continuous work if it’s going to be really effective. The competitors you’re up against don’t stop, do they?
It often involves link strategies of various kinds, building links over a year or so, and then the agency leans back. Either they continue to charge or they stop. In both cases, the client doesn’t get the maximum return from their investment, in my opinion. Even if a top ten position has been secured for the most important keywords, even if every title has been fixed. Even then, there’s reason to take it one step further. First place is better than second place, and another first place is even better.
There are definitely others who don’t share my view on what constitutes a good approach for the service, but they can argue for it.
Magnus Bråth
CEO
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.