When companies consider search engine optimization as a service, it’s important to understand that this kind of consulting comes in a variety of forms with the most popular being: phone consultations, site audits/reviews and ongoing SEO consulting.
Businesses that are very early in their stages of search marketing and not entirely “sold” on SEO as a channel seem to gravitate towards short term engagements. “Can we test SEO for a few months?”, they’ll say. Also, companies that perceive SEO as a set of IT and web development focused tactics also tend to see the promotion of a web site via search as a one-time set of recommendations.
There are serious flaws in the thinking that improving on-page content optimization as a single exercise is going to deliver the ongoing competitive advantage possible of improving bottom line sales that most companies have in mind when they hire an outside resource.
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