Many folks considering search engine optimisation quite happily believe that it is a one off purchase and once the product has been bought and hung up on the wall (metaphorically speaking) all that then needs to be done is to sit back and admire it.
In our experience however, a vital part of any campaign is the ongoing services that usually fall into two broad categories, on-site and off-site. The on-site work consisting of all the general tweaks and additions that can be made to a site to make it more SEO friendly, and the off-site work consisting of organic link building techniques to improve the sites overall popularity.
Once the site has been initially SEO'd, there are almost always on-site areas that have room for improvement and, after all, without it how would you:
From our experience, the best way to keep on top of all this is to have regular monthly on-site reviews to ensure that the site is as strong as it can be and as relevant to the current climate as possible. After all, if your competitors are always updating their SEO, how can you afford not to be?