From this audit, we create a long-term plan for improving the SEO of the site.

The long-term plan doesn’t necessarily include specific deliverables, just the direction and types of tactics that will be used to achieve short and long-term goals.

We are a bit different in that we set the actual deliverables each month.

That way, we can pivot as we see how our changes are affecting the overall results.

When you set the deliverables too far in advance, you can get stuck doing something that doesn’t make sense in light of what has happened in the past.

SEO is definitely an ongoing process.

I’ve never understood those that provide one-off SEO programs and expect the client to see anything beyond moderate short-term success.