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Is SEO a Continuous Process?

What are the goals of your SEO campaign? Once a SEO campaign is successful How do you define a Successful SEO Campaign?, the next question a client asks is "What now? Should my company continue with the SEO campaign? Do I have to keep paying my search engine optimization (SEO) company?"
 
That is a good question. Unfortunately, there are no hard and fast answers to it. 
There are various factors that affect the ranking (or increase in targeted traffic) of a website. Most of them are external and that is the key reason you can't predict beforehand whether you will require a continuous SEO effort or not.
 
Important External Factors that Affect SEO 
1. Search engines keep on improving their algorithms. The key to a successful search engine is fetching relevant results. In their endeavor to provide the best possible results, search engines keep on refining their algorithms. This can affect a website's ranking.
2. Competition from other companies. If a keyword is competitive enough, there will be other companies vying for a place in the search engines. In such a case, your company needs to be constantly alert.
 
Key Considerations
One of the key criterions to the question that 'Is SEO a continuous process?' is the choice of keywords. More the competitive a keyword, more the efforts required to sustain the SEO campaign. For example, if one of your keywords in 'India', which shows hundreds of thousands of SERPs (search engine result pages), you will need to constantly update and add content to sustain search engine visibility, via a via a keyword like 'Nicobar Islands' (which is a Union territory of India).
 
Are keywords the only thing that matter, then?
No. it has been our experience that the older a domain, and the older a search engine campaign, the easier it is to sustain ranking. There are many websites for whom we had undertaken SEO campaigns long time that still continue to rank high on Google and yahoo with absolutely little or minimal efforts later on.  Further, the better the initial efforts that have gone in the design and development of a website, the lesser the SEO cost to maintain it later on.

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