Using keywords is just the start. SEO isn’t only about listing your industry and location on your home page. It’s needs to be updated and maintained across the internet too—that means your website’s metadata, Google, Bing, other search engines, social media channels, directory listings, and more.    To make things trickier, search engines are always changing how they rank sites, and if your competitors are constantly updating their content, they’re going to climb in local search results, and you won’t. Ongoing SEO keeps you in the race, ensuring your site adapts, stays relevant, and continues ranking well.    It’s kind of like gardening: planting is the first step, but regular care keeps it thriving.