For all we know SEO is a constant process that requires consistent monitoring as well as upgrading of one’s marketing and branding strategy. It does not merely end with writing the content with the essential keywords along with natural links, backlinks and tags. In fact, it extends way beyond that. It also includes regular scanning of the web in order to check any comments, articles or blogs by the competitors or any independent entity. It is the effectiveness of an SEO campaign, that can help prevent any sort of negative publicity have an adverse impact on your branding strategy. It will also ensure that the traffic is not diverted towards such harmful content.