How Long Should an SEO Campaign Take?
One cannot expect to complete any effective SEO campaign in a matter of days, but the length individual campaigns should take varies depending upon the type and size of the web site in question. There is also a difference between the time it will take to complete the SEO work and how long it takes for its benefits to materialize.
A sales-based web site with a single promotional page to be advertised is an example of a site for which a relatively short campaign might be suitable. If there are many pages which have not been optimized for search engines and are targeted to new users, the campaign is likely to take longer. Web sites which are based upon earning ad revenue and continuously create new content may never cease their SEO efforts. For example, it could be said that a web site which keyword-optimizes each new article and trys to gain links to it on other sites has an ongoing SEO campaign.
After an SEO campaign is carried out, it should normally take several weeks before these efforts start to provide a benefit. Directories will have to approve links, and search engines have to find new links to the web site and re-spider its newly keyword-optimized pages. It can be preferable to have the SEO campaign extend beyond this time period so that the strategies which have not produced better rankings can be improved upon or replaced.
When a successful SEO campaign is completed, it is effective for a long period of time compared to most other promotional methods, but does not permanently remain as effective as it once was. After years have passed, some inbound links to a web site will likely disappear as the sites they are located on go out of business or change ownership, and search engines will have partially altered how they determine search result rankings.
Basically, the amount of time an SEO campaign should take depends upon the size and type of the web site, whether or not the site is to expand the content it offers, the skill and methods of those carrying out the campaign, and any previous SEO campaigns or promotional efforts which have been applied to it. There is an additional, relatively long period of time waiting for such efforts to take effect, after which some measures may need to be taken based upon the results.
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