The truth is, you don't really know what is happening with Google until it actually happens. There may be warnings and rumors leading up to a major change, but no one really knows exactly what is going to happen until it is in the process of happening. In fact, many big changes like the recent Panda Update unravel over time, so no one really knows the full scope until months later.
This means someone working with an SEO company must be on their toes at all times. They must follow changing trends, consort with other professionals in the field, and follow blogs written by the biggest minds in the industry. The SEO professional who doesn't keep up with the times and make changes as appropriate quickly stops being a professional. They get out of date really quick, and are no longer effective for clients.
Working with an SEO Agency
If you have worked with an Local SEO Agency Essex in the past, you may know that they are constantly changing their techniques a little here, nipping something in the bud a bit there, or experimenting with new strategies behind the scenes. This type of active growth and exploration is what makes an SEO company effective. It is what makes clients line up, waiting to benefit from the research and innovation of those talented SEO professionals.