We often hear stories where someone’s hired an SEO person from out of state to “perform SEO on their site”. They generally pay a hefty price and, of course, haven’t seen any results from it. That’s because search engine optimization, also referred to as search engine marketing or just SEO is no longer a one time show.
There was a time, long ago, when there was no offsite SEO, only onsite SEO, and shall we say, not so legitimate SEO techniques, such as keyword stuffing and masking, or when offsite SEO did come into the picture and link farming was actually practiced with some success. Today, the rules have changed. SEO is a moving target, it’s an ongoing art, a practice, and should be left up to those that aren’t so far away that you can meet with them regularly to talk through the strategy and observe the success.