Continuous SEO: Can You “Complete” SEO?

Once you achieve your SEO goals and have a sustainable stream of organic traffic, is it time to refocus budgets to other channels? Can you really “complete” SEO, or should it be continuous?

In this guide, we’ll answer just that and share some top tips for implementing a continuous SEO strategy.

The answer, in short, is almost always no.

SEO, in nature, is a continuous strategy. You can’t just turn it on and off like a tap in the same way you can with PPC, for example.

But of course, like all things in SEO, it’s much more nuanced than a simple yes orno.

With that in mind, here are the most common reasons as to why you should continue to invest in SEO as an ongoing strategy.

The algorithm doesn’t standstill

In 2022 alone, there were over 10 algorithm updates confirmed by Google. In reality, there were likely many more updates that weren’t publicly announced by Google too.

These many updates and tweaks to the algorithm provide new ways to impress Google. Most of these updates focus on rewarding quality content within the search rankings.

For example, Google recently updated its quality rater guidelines by adding an extra “E” into E-A-T, making it E-E-A-T. Besides making the acronym a bit more confusing to pronounce, it provides some extra opportunities to showcase quality.

The additional “E” stands for experience, meaning Google is now taking into account whether the page is written by someone with personal experience on the respective topic.

Google hasn’t directly told...