There are countless actions that can be performed as part of an active search engine marketing campaign.  Ideally, there should always be someone working on the success of your website, online presence and social media profiles.  The frequency and dedicate time your company needs usually depends on your industry, number of competitors and the market or geographic location you are looking to compete in.  It is the job of your SEO expert to help establish timeframes, success indicators, and expectations.  All of these factors should be created on a case by case basis.