Why pay for ongoing search engine optimization management?

A question that comes up often during project prospecting is why the need for ongoing search engine optimization. If it was built right -- why are there ongoing fees simply to report on performance?

Search engine optimization has the challenge of trying to show causation -- that the changes improved rankings -- when the consequences of an action can take 3 or more months to occur. Ongoing measurement is needed to know not only where things started, but where they are going. Ongoing measurement places data in the proper context of trends and provides the historic data needed to make projections. The problem is when search engine optimization firms simply provide reports on the status of the campaign. Effective reporting, rather, also involves providing suggestions of specific actions to increase the value of the campaign over time, not simply maintaining and reporting the status quo.

In addition, ongoing search engine optimization management fees should also consider some other vital aspects.

Algorithm changes require site changes
Search engines algorithms are constantly changing. As reported by the New York Times in an article about Google, "the search-quality team makes about a half-dozen major and minor changes a week to the vast nest of mathematical formulas that power the search engine." And that's just Google. You also should consider the other "Big 3" Yahoo, MSN (now live), Ask. And if you are in a specific niche market, perhaps even more.

Competitive landscape changes
The level and depth of search engine optimization changes one must make to their site is directly correlated with their competition's adoption of search engine optimization with their own site. As the competition adopts more advanced strategies, so will the need for you. Careful competitor monitoring will provide the insight to know how your site is performing relative to your competition.

For example, Sherpa! used to be listed within the first 3 results of terms like "atlanta web development" and "atlanta web design." Over time, we have monitored smaller shops with less experience and credibility gain quickly in the listings. Upon research we discovered that many of them were willing to adopt search engine optimization techniques that decreased the design aesthetic of the site, the content quality, or sometimes even found them engaging in "black hat" techniques. We weren't surprised to witness their rise to be short-lived.

Key-phrase performance changes
Following key-phrase research, you will probably have a list of words the search engine optimization firm *thinks* will perform. This belief is based on a lot of data collection and research. It is only after time has passed and you get to see the key-phrases in action, however, do you know which ones should be added, subtracted, or reconsidered. One way to look at this is in terms of conversion -- it's more important to have a key-phrase that drives 10 targeted web visitors that "convert" to a lead/sale 100% of the time vs 100 web visitors 1% of the time. Reviewing key-phrase performance on an ongoing basis helps ensure you are spending your time and energy wisely.

Staying up to date with the industry
Search engine marketing is an ever-changing landscape. In only the past few years new trends have emerged -- social search, local search, and now most recently universal search. Staying up to date on these changes in the market require full-time attention. Part of paying the ongoing fees is to ensure your expert search engine optimizer is carefully monitoring the industry to reveal new opportunities or potential dangers.

In the end, make sure your search engine optimization expert is providing more than just simple reports on the status of the union. In the same vein, be willing to accept their ongoing suggestions and recommendations for optimizing your campaign. Successful search engine optimization is truly an ongoing process.