It's easy to see why this is still a very frequently asked question. Business owners often wonder if SEO is a one-time task or if ongoing investment, such as an SEO retainer, is necessary to achieve and maintain rankings.
The answer is yes, an SEO retainer is essential if you want to rank your site effectively and keep it visible over time, and here is why.
Why Is SEO Not a One-Time Task?
When we take on a new project, there is always a large amount of foundational work to be done. We need to optimise the site entirely – from technical fixes to improving the content across all of your pages, products, services, and articles. We need to identify which keywords each page should target, ensure the content quality is high, and address technical elements that affect your site’s performance.
However, this initial setup is just the beginning. Once the foundational work is completed, SEO shifts into an ongoing maintenance phase, which is where an SEO retainer becomes crucial.
What Does an SEO Retainer Cover?
An SEO retainer includes all the ongoing activities that keep your website competitive. This is especially important because of how Google works. Imagine Google’s index (archive) like a massive library containing copies of all the world’s websites.
When your site is crawled, Google saves a copy in its index. The next time it crawls your site, it compares the current version to the last one. If nothing has changed, it assumes there’s nothing new and moves on to the next site. If updates are found, it crawls your site more thoroughly, and recent updates can give you an edge in rankings.
For example, if two websites have similar backlinks, domain authority, and technical setups, the site that’s been updated more recently is often favoured by Google. This is why regularly creating high-quality, original content is one of the most important activities included in an SEO retainer. It not only helps you rank for new keywords but also signals to Google that your site is actively maintained and relevant.
How Has SEO Evolved in 2025?
While the fundamentals of SEO remain the same, there have been notable changes in the past few years that make SEO retainers even more critical:
- Google’s Advanced AI Models: Google is now smarter at understanding the meaning behind searches and your content. It’s not just about using keywords anymore – your content needs to be high-quality, helpful, and relevant to what people are looking for.
- Search Generative Experience (SGE): In 2024, Google launched SGE, which shows AI-generated summaries or answers at the top of search results. This changes how websites attract visitors, so SEO strategies need to adapt to stay visible.
- Core Algorithm Updates: Google regularly updates how it ranks websites. Recent updates (like the March 2024 update) reward well-written, high-quality content and punish spammy or low-value pages. Quality matters more than ever.
- E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness): Google prioritises trustworthy websites. You need to prove you’re an expert, provide reliable information, and make your site look professional and credible to earn Google’s trust.
- Technical SEO: Your site needs to load quickly, work well on mobile devices, and be secure (using HTTPS). Google favours websites that give users a smooth, safe experience, so regular technical checks are essential.
How Long Does SEO Take to Work?
As before, SEO is not a quick fix. You can expect to see meaningful results within 6-12 months, but this depends on factors such as competition, your industry, and the specific goals you’re targeting. An SEO retainer ensures that consistent work is being done to build momentum and adapt to changes, allowing you to achieve and maintain long-term success.
Why an SEO Retainer Is a Smart Investment
SEO is not a "set it and forget it" task. A well-structured SEO retainer ensures your site is continuously improved and competitive in a fast-evolving online landscape. It’s an investment that pays off by keeping your site visible, driving traffic, and helping you stay ahead of competitors.
If you'd like to discuss how an SEO retainer can help your business be found online, feel free to get in touch. We'd be happy to provide a free consultation and explore how we can help you achieve your goals. Find out more about Working with Us and our Monthly SEO Plans.