SEO is a one-time fix?

Dave Pasternack of (an PPC firm) has stirred up a controversy in the SEO community by claiming that SEO is not rocket science, and that SEO is simply a one-time fix (see here and here). The message is that companies do not need to hire an external SEO firm in an ongoing basis. Of course, the SEO community, many of whom who make their living by engaged with clients in an ongoing basis, does not like this message, and many have been very vocal about it. For example, Aaron Wall of is starting a contest at Threadwatch.

Let’s look at the key arguments Dave presented:

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