Each case is different. Whereas one optimization project that is not maintained for a year may produce consistent results, another may require constant updating to maintain good positioning in the search engines. This is mainly due to the dynamic nature of the web, and partially these other factors:
- competition for certain keywords or phrases
(other sites get updated and added every day in high competition areas)
- changing search engine ranking formulas (algorithms)
(SE's change the criteria used to determine positioning)
For the comparatively low cost, maintenance is very important in an effective search engine optimization campaign.
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