SEO Maintenance

The popular myth has it that merely performing seo on your pages then submitting them to the search engines and directories isn't enough - you have to perform regular monthly maintenance to keep up with those pesky algorithm changes that the engines are always making to make sure you keep your pages on top.
That's not the case. If I were you, I'd walk away from anyone who says you should do that. I'd run away from anyone who wanted to charge you for the privilege.
Below are some examples of the nonsense I've seen advised on this subject. Only the wording has been changed to protect the guilty.

Check on your pages regularly and ensure they got listed.

Hey - if they got listed, they're going to stay listed. Assuming that there's only your seo or your/their trusted people working on them they won't get unlisted unless something goes wrong at the server level. Unless, from the SEO's point of view, as well as being the seo and the webmaster you're also the hosting company this isn't your problem. Monitoring the server's up time is something the company webmaster should be doing. Of course, especially since these services are usually free, there's no harm in everyone else doing it too. But if the server goes down and the site drops out because it wasn't there to be spidered, then it's as well that everyone can clearly establish why this happened from their own records. Just in case the hosting company don't fess up quite the way they should. If a site does get dropped for this reason, it should get included again the next time the spider passes by.

Monitor your listing every week or two to make sure your pages are displaying correctly.

This is covered above. There's no reason your pages should be altering in appearance.

Watch for trouble, and resubmit your site to the engines/directories if it occurs/if you make lots of changes to the site/if it's a Thursday and the wind's from the East.

Resubmit it? Resubmit it where? To whom? For why? You never submit to the engines in the first place, you only ever submit to a directory and you only do it once. Once it's in, it's in. That's it. I stress this because over and over I keep seeing this resubmission thing repeated like a mantra. Every on the planet is apparently rushed off its feet, Monday to Friday, resubmitting sites. No-one needs to do that.

The sites will slip down the rankings unless they're constantly tended and tweaked.

No they won't. Why should they?

What your seo should do every month though, at least for the few months after working on the site, is monitor your rankings. Once position seems to have stabilised then I personally go back to check every few months or so. There are companies that obsess and there are also SEOs who obsess over this but I see no point in getting hysterical when a site goes up or down a place or ten in the rankings for a day or a week. The ranking results, along with the rest of the entire internet, are in a constant state of flux and such idiosyncratic behaviour is a natural consequence of the environment. It's to be expected.
Something else I'll do, particularly if the client has their own people working on the site, is to check links and validation. If I leave a site that validates across the board with every link working properly, and five months later the client comes back to me complaining about poor customer response and I find (belatedly) that all the new material added is badly coded and messes up the site navigation, then I want to be in a position to advise the client of potential problems before they occur.
This last is on the assumption that you're adding content on a regular basis. This is something you should be factoring into your business model from the day you consider having a presence on the web. If you don't, and your opposition do, they *will* overtake you. Eventually.
Adding inbound links and keeping track of them? Maybe, if I'm doing a link campaign. I feel myself think that this is most-times something a client should do in-house on the basis that they know best which specialist directories they belong in.
Monitoring logs and stats can be done on a monthly basis but I wouldn't regard this as maintenance, more as monitoring. It can always be done retrospectively if needed.
So, there you have it. If you want to spend more money on your web site, then spend it on adding relevant keyword-rich content, not on SEO maintenance.

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