Numerous online companies use the services of consultant SEO agencies or freelancers to do an audit on their developing website, with the intention of implementing the advice to improve their site and speed up the launch date. Usually, the consulting company passes on their recommendations to the site`s manager, but because of doubt or hesitation on the part of some stakeholders, the audit often doesn`t get put to good use. The result is a waste of time and resources by both parties. It would make a lot more sense to first ensure that all stakeholders are sold on the importance of web site optimisation, rather than allowing neglect to interrupt the implementation of SEO practices.

The future is an unpredictable element of everyday life, attempting to predict it is nearly impossible. The same goes for trying to predict the future of an industry such as SEO. There are, however, ways in which to gauge the direction in which it is headed by observing where it started, its current position, and the expectations it has for the near future. SEO is still a relatively new industry (considering that it has been in the public eye for less than 10 years), and it`s more than likely that there are still some undiscovered areas of search engine marketing that exist.

SEO has gone through a few hiccups in its time (for example, the unsettling ‘Florida` update) and as Searchandgo.com states, “SEO is unlikely ever to be an exact science since the techniques used to promote web pages are constantly evolving as the search engines refine their algorithms to deliver more accurate results whilst combating spam”. So, in a way SEO can be defined as a constantly evolving industry that will continue to offer new solutions in the years to come.