Columnist Trond Lyngbø explains that SEO is an ongoing process that requires continuous investment — not a one-time task to be checked off a list.

A “one-shot wonder” is someone who gets drunk after one shot — an extreme lightweight. In business parlance, the term refers to an organization that shines brightly for a short while… before fading away to nothing.

As an e-commerce web shop deploying strategic SEO for your business growth, the last thing you want is to be known as a one-shot wonder. In fact, because SEO picks up steam gradually, but then becomes increasingly powerful and effective at drawing in new prospects and closing more sales, you should ensure that everything you do is sustainable and long-lived.

Unethical cut-and-run SEO providers try to lure in new clients with the promise of “quick and easy” top rankings on Google. They’ll encourage the use of tactics that work immediately to drive a quick burst of traffic, but have little if any lasting impact.

The key difference that sets apart winning e-commerce sites from their competitors is that they select a quality SEO service provider, and then allocate a budget to provide follow-up action after the initial job is done.

Your data-driven SEO strategy will evolve.

Monitoring helps improve your strategy.

SEO helps integrate teams.

The best outcomes are seen when your SEO tactics are consistent, strategic and sustained. So be ready to budget for an SEO retainer contract that will safeguard your initial investment — and multiply it many times over.

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