What I mean is that search engine optimization is open ended and always occurring. Much like a line of credit SEO is something that is always evolving and changing based on your activities. There is no set duration of time that SEO must be completed or once you finish optimizing your website it is done and completed. If every business was just able to optimize their website and then kick their feet up and wait to appear on the first page than the party would be very crowded would you say?
It is important to realize that optimization is something that businesses never stop doing. I think when SEO was created it should have just been called “proactive marketing” because essentially that is what SEO really is. Do you think large brands just marketed their business for 30 or 45 days and then took a step back and grew into the giants they are today? No. SEO is an ongoing effort that is always changing and evolving. There are no magical pills or universal steps to getting it done because every business is different and requires different steps to achieve their goals. Marketing is an effort that you never stop doing for your business which is why it is important to realize the connection between SEO and marketing. Yes rankings are important but rankings alone don’t grow a business into a large brand. Treating your website like a business is what will cause it to grow. Rankings don’t build a brand and keep customers long term. Being proactive and getting involved in social media and positioning your company as a leader in the industry is what will get your business to grow as a brand. SEO should always be approached with a quality versus a quantity approach. Spamming the search engines only to achieve high rankings is not going to help you or your business in the long run. Every website SEO campaign should be treated like a full grown marketing campaign. A well written press release topic announcing something very news worthy could go much further than one written just to help with rankings. The well written PR topic will also help with rankings because more websites will choose to link to it rather than just a keyword heavy press release designed to achieve rankings with little to no substance for the readers.
SEO does carry with it fundamental steps every business or website should take when first starting out marketing themselves online but soon thereafter that strategy will be vastly different from everyone else. Remember that SEO does not have a destination point. It is the process of building your business online while achieving rankings for certain keywords in search results. Keeping this mind you can quickly see how SEO is not a short term effort.