SEO Now and Forever
This right here is what everyone in every organization needs to hear. SEO upgrades are a lot of little steps over a long period of time, with continual investment. As with a lot of marketing, attribution is hard.
For example, a customer Google’s your business, does some research and writes down the phone number to call later. A month passes and they finally call. When the sale is closed, there will be zero attribution to marketing and all credit going to the Sales Team.
This goes the other way as well. Don’t trust anyone that says they will “get you to page one on Google” without a continual, long term strategy. Just keyword stuffing your website is not a viable solution.