Is SEO a One Time Cost

Is SEO a One Time Cost?

Ashkar Gomez
11min read
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In the rapidly evolving field of Digital Marketing, Search Engine Optimization (SEO) continues to be essential for businesses wishing to grow and gain online visibility.  

But a typical query that often arises is,

Is SEO a One Time Cost or an ongoing investment ?

This article discusses the unique aspects of SEO, exploring the initial setup and continuous maintenance needed to attain and sustain high search engine rankings.

By considering the dynamic nature of SEO, businesses can allocate resources wisely and set reasonable goals for their online marketing efforts.

In this article, learn about the real cost of SEO and the reason for why it is more than just a one time expenditure.

Does a One Time Cost benefit SEO?

When considering an investment in Search Engine Optimization (SEO), it is essential to understand the nature and consequences of both one-time and ongoing SEO costs.

Also deciding the cost depends on who needs SEO (i.e) the size of the business and their objective, whether it is short term or a long term goal.

Even though a one-time investment in SEO can yield some immediate benefits, relying solely on this strategy is typically insufficient for sustained success.

A One Time SEO Investment can be particularly beneficial for the following tasks:

Initial Optimization – Initial website optimization may benefit from a one-time investment in SEO.

This includes enhancing the on-page SEO components, meta tags, site structure and keyword research

A solid foundation can be established which leads to increased search engine visibility.

Content Creation – Investing in high-quality and SEO-optimized content can provide a strong starting point for the website. 

This content helps to attract initial traffic and provide value to the target audience.

Technical SEO Improvements – Addressing technical aspects such as site speed, mobile-friendliness, XML sitemaps, robots.txt files and fixing broken links. 

These improvements enhance the site’s crawlability and indexability.

Immediate Boost in Rankings – A one-time investment can lead to an immediate boost in search engine rankings, particularly if the website was previously not optimized.

 This leads to a temporary increase in traffic and visibility.

Website Audit and Analysis – Performing an in-depth website audit to identify technical issues, on-page SEO problems and areas for content improvement.

This offers a road map for all changes and optimizations that are required.

Local SEO Setup – Optimizing the site for local search by setting up and verifying Google My Business (GMB), ensuring consistent NAP information across the web and acquiring local citations.

This enhances the website performance in local search results.

Limitations of One Time SEO Investment

Algorithm Updates – Google regularly updates their algorithms to provide users with the most relevant and high-quality search results. 

As algorithms evolve, a one-time SEO effort may become out of date very quickly. 

The ranking of the website may suffer without ongoing updates.

Competitive Landscape – The digital landscape is highly competitive, with businesses continually optimizing their SEO strategies. 

A one-time investment might push the website behind the competition due to its inability to keep up with the ongoing changes and advancements made by the competitors.

Outdated Content – For high-quality content to stay updated and engaging, it must be updated regularly.

The requirement to create new content or update old content to reflect shifts in user interests or industry trends is not taken into consideration by a one-time investment in content creation.

Link Building – Building a strong backlink profile requires a continuous effort.

While a one-time investment can provide initial link-building efforts, a continuous effort is needed for maintaining and expanding the backlink portfolio to ensure sustained authority and rankings.

User Experience – Enhancing user experience is not a one-time task. 

Maintaining a good user experience and high search engine rankings requires routinely examining user behavior and making improvements to the site’s navigation, load times and overall usability.

Technical SEO Maintenance – Websites can develop new technical issues over time such as broken links, slow loading times or mobile optimization problems. 

Ongoing technical maintenance is not covered by a one-time SEO investment.

Without regular technical audits and updates, the website’s performance may degrade negatively impacting the user experience and search rankings.

Why Ongoing SEO Investment is Important?

Investing in search engine optimization (SEO) is essential for any business aiming to achieve and maintain a strong online presence.

Long-term success in SEO requires consistent investment, even though a one-time SEO initiative can yield some initial benefits.

Here is why ongoing SEO initiatives are essential:

Adapting to Algorithm Updates

Google regularly updates its algorithms in an effort to enhance the quality of search results.

The ranking of the website may be considerably impacted by these changes.

Continuous Search Engine Optimization ensures that the website remains up-to-date with the search engine guidelines, preventing penalties and ranking declines.

An advantage over competitors

As the competitors are likely investing in ongoing SEO, to improve and maintain the position in search results the website needs to be optimized continuously. 

SEO is a competitive industry and staying ahead of the competition requires consistent effort to outperform competitors and capture market share.

Freshness and Relevance of the Content

Search engines and users prefer fresh and relevant content. 

Updating new and engaging content to the website on a regular basis will help to attract and retain visitors.

By consistently creating new content, more topics and keywords can be covered which broadens the reach and improves the overall search visibility of the website.

Technical Maintenance

Websites can develop technical issues like broken links, slow loading times and security vulnerabilities with time. 

Regular technical audits and maintenance prevent these issues from affecting the SEO performance.

Continuous technical SEO efforts guarantee that the website is always optimized for both users and search engines, improving the overall performance.

Optimizing User Experience

User preferences and behaviors change from time to time.

The user experience is enhanced by regularly analyzing user behavior and implementing the required changes, which is a crucial ranking factor.

A positive user experience leads to higher engagement and retention rates, contributing to better SEO performance.

Building and Maintaining Authority

Building a strong backlink profile requires consistent effort. 

Gaining high-quality backlinks on a regular basis enhances the authority and search engine rankings of the website.

Regular link-building efforts also help to maintain and improve the brand’s online reputation and authority.

Data-Driven Strategy

Analytics can be used to monitor the website performance regularly which allows to identify what’s working and what’s not.

With ongoing SEO, the strategy can be optimized based on real time trends and insights, allowing to make data-driven decisions.


The digital landscape is constantly evolving with new user behaviors, trends, and technologies emerging on a regular basis.

Continuous SEO makes sure that the strategy adapts to these changes, maintaining the competitiveness and relevance of the website.

As search engines refine their algorithms, the SEO strategy needs to adapt to maintain and improve the rankings.

SEO is an Ongoing Investment

SEO requires constant investment rather than a one-time expense.

While the initial setup is vital for creating the foundation, continuous optimization is necessary for maintaining and improving search engine rankings. 

Businesses can achieve long-term online visibility and success by understanding the nature of SEO and committing to regular updates and improvements.

Depending on the goals, budget and the unique requirements of the company, the cost of SEO per month or project based or doing on the own can be decided.

Making use of SEO is investing in the long-term health and growth of the website’s online presence. 

In the highly competitive field of digital marketing, never stop optimizing and changing.

Picture of Ashkar Gomez

Ashkar Gomez

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.

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