1. Once rankings are achieved on a given keyword, the budget for that keyword can be significantly decreased.

2. To maintain rankings on a given keyword requires very little maintenance in terms of time and monetary outlay.

3. SEO work done on a single keyword/page will help increase rankings across the entire site.

4. Once rankings are achieved, website traffic is ongoing 24 hours a day, 352 days a year thus sales continue at an established rate.

5. Cost of marketing and promotion of a product or service falls markedly after the initial SEO campaign has achieved rankings.

Once ranking has been achieved this in-vestment in time and money is much reduced and for many keywords and pages will actually be non existent.