Many businesses believe that once they've done the work of optimizing their websites, the top page ranks will soon follow and remain thereafter. Unfortunately, it's not this simple. Yes, researching the right keywords and targeting them on your website is a big first step and should help your search engine standings. But SEO is not a "once and done" or forever type of fix. It requires regular monitoring and maintenance. That means checking ranks periodically and seeing where your site and competitor sites come in. It also means re-evaluating your select group of keywords, considering new contenders and deciding where it makes most sense to re-focus your efforts. Simply put, SEO is constantly evolving, and your strategy should be, too.