Too often, companies "approve" SEO only to treat it as a one-time hit, or a short-term project. Months or years later, when they asked someone else to "do" SEO for them, it is discovered that the company had laid none of the basic foundation for SEO, and it is clear that even the implementation was done incorrectly. Unfortunately, no follow-up or long-term measurement plan is in place that would catch this. In today's SearchDay, "SEO Expectations and Commitments," Steve Haar offers some guidelines for those who approve SEO to know what to expect, and what's expected of them.
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