SEO is often sold as a separate project on top of a website. Yet most findability is not marketing: it is build quality. A technically sound site can be found; a broken foundation cannot be repaired with content budget alone.
What should be included in the build
When we rebuilt ipcamerainstallatie.com, a 64% speed improvement and clearer structure were enough to improve visibility, before a single new piece of content was published.
What does require ongoing work
Content growth, new pages, articles and updates, is ongoing work and may be priced separately. The technical foundation belongs in the build. Ask an agency selling SEO as an optional extra what is included by default; the answer is revealing.