I am not an SEO expert. Out of my interactions with it I understand that SEO cannot be achieved through a one-time activity.
SEO is about doing our best so that the content is most discoverable by the reader who is looking for it. It is about availability and accessibility of the content to the reader, and it is about appropriateness of the content to the context. Which is what I see the responsibilities of an SEO expert as.
The real gain in SEO happens out of appreciation from the readers, and the content still has a lion’s share in it. No doubt we should set the tables right so that everyone, including the search engines, see us right. But that will be effective only if quality of the content is sustained. That is one reason I do not see SEO activity as a one-off thing. It requires continuous contributions, from the technology and content perspective.
SEO is more than pleasing just the search engines, so I wonder if its effects can be guaranteed through a SEO project. And I am quite inept at explaining this to anyone as part of my work. I hope writing here will find me a better way or correct me if I am wrong. What do you think?