When individuals or companies are new to SEO they often wonder if SEO is a one-time thing, or if it's an ongoing process.  In order to stay on top of your game, you need to keep an eye on your rankings over time and adjust accordingly; but there is a lot of core SEO strategy that doesn't change much and paying attention to these fundamentals (along with a little upkeep) can go a long way toward future-proofing your SEO strategy.

In this week's Whiteboard Friday, Rand goes over the key components of three major areas of any SEO strategy--Technical, Content, and Marketing--to show you where and how you can plan your efforts so they won't be obsolete next month or next year.  Whether you're just setting out to optimize your site, or you're already working with an SEO strategy, this video will help you find places to tie-up loose ends and avoid potential frustration down the road.





PS - In the video Rand uses Hitwise as an example of a company that uses unique content effectively, referencing this post about Twitter traffic by Bill "Hold Me Closer Tiny" Tancer.