How ongoing SEO differs from one-time optimization
These terms are often confused. Optimization means getting the website in order: technical errors, indexing, speed, meta tags. It can be done once, and it lays the foundation.
Ongoing SEO is what happens next, continuously. Competitors update their sites, demand shifts, Google changes its algorithms, new search queries emerge. A site that was optimized once and left alone gradually falls behind. Ongoing SEO is a regular response to these changes: new pages, refreshed content, new mentions of your company online.
What ongoing work includes
- expanding keyword coverage: new queries, seasonal topics, customer questions the site doesn't answer yet;
- creating new landing pages for query groups that currently have no suitable page;
- updating content that's losing rankings and enriching it with facts, examples and answers to common questions;
- monitoring technical health: new errors appear after every site update;
- building backlinks and brand mentions;
- reporting and reprioritizing based on results.
Who SEO is right for, and who should wait
SEO works well when your customers search for your product on Google: “buy,” “price,” “how to choose,” “service near me.” That applies to most ecommerce stores, service businesses, clinics, education projects and manufacturers that sell through their website.
SEO will be less effective if your product is so new that nobody searches for it yet, or if you need leads immediately and for a limited time. In those cases, PPC advertising delivers faster results, and SEO can run in parallel as a long-term investment.
It also isn't worth starting SEO if the website is about to be rebuilt. It's better to plan the redesign with SEO in mind first, then grow on the new version.
Online store, service website or media: different approaches
For an ecommerce store, most search traffic usually lands on categories and filtered collections: “men's running shoes,” “gray sleeper sofa.” So the core work is a sound catalog structure, useful category copy, high-quality product pages and making sure filters don't generate thousands of duplicates.
A service website has fewer pages, and customers take longer to decide. What matters here are dedicated pages for each service and location, a well-maintained Google Business Profile for local searches, clear answers about process and terms, work samples and trustworthy reviews.
For content projects — blogs, reference sites, education platforms — the focus is on regular articles, updating older content and linking it together.
The honest truth about timelines and results
No one can promise a specific position in Google: search algorithms are closed and constantly changing, and results depend on competitors who aren't standing still either. An agency that promises “the #1 spot within a fixed timeframe” either doesn't understand how search works or uses risky tactics.
What we can say honestly: SEO is a channel with a delayed effect. The first changes after page updates don't appear right away, and meaningful results build up over many cycles of work. How quickly that happens depends on competition in your niche, the age and condition of your site and the scope of work you're prepared to commit to.
Backlinks: how we approach them
Links from other websites still matter for search, but quality matters far more than quantity. Buying links in bulk on throwaway sites may give a short-term boost and then trigger penalties.
We prefer relevant mentions: industry directories and associations, media coverage, expert commentary, partner pages, reviews. It's slower, but these links also bring real visitors, not just signals for the search engine.
What we need from you
- Access to Search Console, Google Analytics and your website's admin panel.
- Product knowledge: your experts know your customers better than any copywriter, and without their input content ends up shallow.
- Implementation capacity: if your own developer makes changes to the site, SEO tasks shouldn't sit in the queue for long.
- Lead data: at least a sense of which inquiries came from search, so we can evaluate more than just traffic.
How we measure results
Rankings for individual keywords are a convenient but incomplete metric. We take a broader view: how many times the site appeared in search, how many people clicked through, which pages bring in the most visitors, and how many of them submitted a request or made a purchase. That requires properly configured analytics — if it's not in place, we start there.
We write reports you can understand without an SEO glossary: what was done, what changed, what's next and why.
Common SEO mistakes
- Targeting dozens of keywords without checking whether they bring customers rather than just visitors.
- Writing “for robots” with repeated keywords instead of answering the reader's question.
- Judging the work by rankings alone while ignoring leads and sales.
- Stopping SEO as soon as results appear: without maintenance, rankings gradually go to competitors.
What affects the cost of SEO
- Competition in your niche: highly competitive topics require more content and more external mentions.
- Website size: a landing page with a few pages and a store with thousands of products need very different amounts of work.
- Markets and languages: one country or several, one language version or more.
- Who implements changes: our developers or your team.
- Content volume: how many new pages and articles need to be created on a regular basis.
We agree on the budget and scope after analyzing your website and niche, so you understand what each part of it goes toward.
FAQ
Can you do SEO without making changes to the site? Hardly. SEO is primarily work on the website's pages, so without the ability to change them, the impact will be minimal.
What happens if I stop SEO? What you've achieved won't disappear overnight, but without updates, competitors will gradually take over your rankings.
Do you work with international markets? Yes, we can optimize language versions of your website for other countries, with separate keyword research for each market.
How does SEO relate to answers from AI assistants? AI search often draws on the same pages that rank well in Google. Learn more on our AI search optimization page.
Why Promodex
Promodex has been in business since 2015 and brings SEO specialists, developers, designers and marketers together on one team. So SEO tasks don't get stuck between contractors: if a page template needs changing or a section needs adding, it's done in-house. Our portfolio includes SEO for projects such as Mamyn Dim, Idealist Coffee, Avanta Medical Center and Zoo Expert. We explain what we do and why, and we don't promise what can't honestly be promised. SEO at Promodex is led by Stanislav Bakhariev, an SEO specialist since 2015 and the agency's co-founder.
