Search engine optimization is constantly changing, as search engines, including Google, have algorithms that change in order to make it easier for users to find exactly what they are looking for. Therefore, SEO that worked yesterday may not work against your competitors today. It is usually a good practice to optimize for SEO on a monthly basis.
Search engine optimization is what we call a long-term tactic. While it doesn’t provide that quick return like paid search or display ads do, it will provide a better return in the long term. Depending on several variables, SEO can start making a difference within the first three months to one year.
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