If you’ve ever dived into the world of SEO, you’ve probably wondered: Is SEO a one-time thing, or does it require ongoing work?
It’s a fair question. After all, SEO (search engine optimisation) isn’t exactly a cheap investment. Many businesses assume they can hire an SEO service for a one-time SEO project, tick it off the to-do list, and watch the traffic roll in.
But then… months go by, rankings drop, competitors rise, and suddenly, that one-time SEO effort doesn’t seem to be holding up.
So, does SEO need continuous effort, or can a one-time fix do the job? Let’s break it all down and figure out the real difference between one-time SEO and ongoing SEO—so you can make the best choice for your business.
What is One-Time SEO?
One-time SEO (also known as initial SEO) is a specific period of time where SEO is implemented in one go. It involves setting up and optimising a website’s foundation so it’s search engine friendly.
This can include:
- Website Audit – Identifying issues that could hurt your rankings.
- Keyword Research – Finding the best relevant keywords to target.
- On-Page Optimisation – Fixing meta tags, headers, and URLs.
- Technical SEO – Improving site speed, mobile responsiveness, and fixing crawl errors.
- Content Optimisation – Updating and tweaking content for better search engine rankings.
The goal of one-time SEO is to lay the groundwork for better online visibility. But here’s the catch—it’s not enough on its own.
The Problem with One-Time SEO
Think of SEO like going to the gym. You don’t just work out once and expect six-pack abs forever, right?
The same logic applies to SEO.
While one-time SEO can increase visibility in the short term, search engines (like Google) constantly update their search engine algorithms. What works today might not work next month.
This is where ongoing SEO comes in.
What is Ongoing SEO?
Ongoing SEO is the process of continually improving and maintaining a website’s search engine visibility. It’s an ongoing process that requires regular updates, adjustments, and optimisations to keep up with ever-changing search trends and competition.
What’s Included in Ongoing SEO?
- Content Updates – Fresh content signals to Google that your site is active and relevant.
- Keyword Adjustments – Tracking and refining SEO strategies accordingly.
- Backlink Building – Acquiring high-quality backlinks over time.
- Technical Maintenance – Ensuring your site remains fast, mobile-friendly, and error-free.
- Analytics & Monitoring – Using tools like Google Search Console and Google Analytics to track SEO performance.
The Difference Between One-Time SEO and Ongoing SEO
Aspect | One-Time SEO | Ongoing |
Timeframe | Done once | Continuous |
Effectiveness | Short-term boost | Long-term growth |
Content Updates | No regular updates | Frequent content updates |
Keyword Research | One-time analysis | Ongoing keyword adjustments |
Backlink Strategy | Limited link-building | Continuous link acquisition |
Technical SEO Fixes | Initial setup | Regular checks and fixes |
Why Ongoing SEO Matters
- Search engine algorithms change – Google rolls out updates frequently. Without ongoing optimisation, your rankings can plummet overnight.
- Competitors keep optimising – If you stop your SEO efforts, but your competitors don’t, guess who wins?
- Content gets outdated – Old content can hurt rankings. Updating content ensures it stays relevant.
- SEO is not a one-time project – It’s a long-term success strategy, not a one-off fix.
Real-World Proof
iScale Solutions and the Power of Ongoing SEO
If you’re still wondering whether ongoing SEO efforts really make a difference, let’s look at a real-world example.
In May 2024, iScale Solutions revamped its Software Development page with a goal to increase visibility in an ultra-competitive market. This was a classic case of one-time SEO:
- A full SEO audit was conducted to identify areas for improvement.
- The content was rewritten with relevant keywords to boost search engine visibility.
- Technical fixes were applied to optimise page speed and user experience.
The results? Dramatic improvement within six months. Impressions and rankings surged, proving the initial SEO work was effective.
But here’s the key takeaway: It didn’t stop there.
After six months, the team revisited the page and reoptimised it again—adjusting content, refining SEO strategies, and further enhancing on-page SEO. The outcome?
Over 50% increase in impressions—far beyond what was achieved in the initial revamp.
This proves that SEO is an ongoing game. A one-time SEO push can deliver results, but continuing to optimise brings even bigger gains over time.
Is SEO a One-Time Thing or an Ongoing Process?
So, let’s settle this once and for all.
SEO is not a one-time project.
Sure, one-time SEO is a great starting point. It sets the foundation. But to stay ahead of the competition, businesses must invest in ongoing SEO efforts to keep their websites optimised.
If you’re serious about attracting organic traffic and maintaining a strong online visibility, ongoing work is essential.
When is One-Time SEO Enough?
There are cases where one-time SEO is sufficient:
- New website launch – To establish a strong starting point.
- Website redesign – To ensure no SEO value is lost.
- Short-term projects – If you only need a small boost in search results.
However, even in these cases, ongoing work will be needed down the line.
The Best SEO Approach: One-Time vs. Monthly SEO
Monthly SEO Includes:
- Regular Content Updates
- Technical Fixes & Security Checks
- Link Building & Outreach
- Monitoring & Reporting
This ensures long-term success and sustained search engine rankings.
Do You Need Ongoing SEO?
If you care about long-term growth, SEO requires ongoing investment.
A one-time SEO approach may provide an initial boost, but without regular updates, SEO performance allows competitors to outrank you.
The best approach? Invest in comprehensive SEO that includes both initial SEO work and ongoing SEO practices.
If you’re serious about organic traffic, ranking higher, and maximising search engine visibility, ongoing SEO isn’t optional—it’s essential.
So, is SEO a one-time thing? Nope. It’s a continuous monitoring and improvement process that takes time, but the rewards are worth it.
Ready to improve your search rankings?
Whether you’re looking for one-time SEO to establish a strong foundation or need ongoing SEO to keep your business competitive, we’re here to help.
Contact us today and let’s create an SEO strategy that works for you—short-term, long-term, or both!
