Search Engine Optimization is usually defined as a set of systematic marketing strategies that makes your website land on the first page of Google or every search engine. It is not magic, it is purely driven by data, analytics, and tests. It is not a one size fits all marketing, the set of strategies that is effective on one company may not be as effective on another.
It is a continuous process
People change and so are your target customers. You may be raking sales from people you are finding you on Google, but tomorrow may be another story. Google and other search engines update their algorithms more than a hundred times a year. It will be helpful if Google announces every time there is a change, but usually, SEO experts will just be surprised when they suddenly lose their rankings.
From there, they will start analyzing data again, tweak the strategies and conduct testing before they can get the website rank again. This may take hours to weeks. Add to that, customers also frequently change their shopping behaviors. In the past they just use Google, now they also use social media to look for products. Add to that, they are now shopping with smartphones.
SEO experts adapt to changes based on the data and analytical tools that they use. This is to make sure that you are visible online whether it is in search engines or on social media.
SEO makes evergreen results
Since SEO experts use information and tools, they also know how to make your website adaptable to changes. While there must be some tweaking to be done, there are benefits that can last up to years. If done properly, your SEO ranking can stay even for years to come.
This is because Google and people have begun to trust your brand. If you are able to become the thought leader in your industry, you will surely rank for a long time as people will search for you first should they need to know information about things related to your niche.