Many of my clients will put together a three month or six month plan of action. We make a list of items to add or expand on their site. We prioritize the list. Then my programmers work on the list on a steady basis. The client has a set amount to budget for the site. The site has regular, consistent growth and activity which keeps it fresh for visitors. The regular activity also attracts search engines.
Speaking of search engines, do you need to worry about your ranking with Google, Yahoo or the thousands of other search engines? Maybe. If the purpose of your web site is to make standard information such as order forms, technical data or industry tools available to existing clients, then search engines aren’t important to you. If the purpose of your web site is to draw new clients and introduce your product to people who have never heard of you, then search engine optimization is important on your site. If new clients or online sales are important, you need to budget for search engine optimization just like you would any other piece of your marketing plan. (Please search this blog for “search engine optimization” for specific articles.)