It happens sometimes in business that a product or service that used to be a separate revenue stream gets downgraded into some kind of value-added product or service for the business. It is a sad thing to lose a formerly good revenue earner, but the reality is that certain situations call for some sacrifices. Such is the future of SEO in web design and development. Where before, SEO was offered as a separate service by web design companies, the competition in the sector is so intense that SEO will just be something thrown in to sweeten the deal for future contracts. It is interesting to trace the rise and fall of SEO in web design. SEO only came about when search engines became more efficient, resulting in hundreds of thousands of search result pages. As stiff as the competition was in cyberspace, companies with web sites put a premium on their placing in web searches. So came the studies and the metrics, and with time, personnel and resources poured into monitoring these searches. Web design companies saw a new line that generated revenues. For a diversified business, entering a market such as Toronto would be easy for it is a huge market for products and services. It would be a simple matter of campaigning in cyberspace to just link the company’s pages with one another and none of the company’s units would lose out on the business. However, for a Toronto web design company to be significant to clients, it must forego SEO as a separate revenue stream and consider it as an added service. This will be done to ensure that any web site developed by the company captures a share of the market. Any Toronto web design company must go back to basics on its service. The original value of the service is for clients to capture new customers through their web sites. For web sites to be competitive in cyberspace, there has to be an SEO component to it, so that sites become available to searches and be of continued relevance to clients. Whatever revenue might be lost as a result of downgrading SEO into an added service, a Toronto web design company can leverage web site maintenance as a replacement revenue earner.