A common misconception about search engine optimization (SEO) is that businesses can do an optimization overhaul on their website, check off everything on our SEO checklist and then forget about it. While that’s always a good start, the problem is that SEO is not a one-and-done marketing tactic. As we’ve mentioned many times in the past, SEO is constantly changing and evolving. That SEO makeover you gave your website needs regular monitoring and analysis to determine how to improve and steadily increase rankings on the search engine results pages (SERPs). We’ve put together five reasons your SEO strategy should be planned for the long haul.
- Search engine algorithms are always changing
Google updates its algorithm between 500 and 600 times a year. That means it’s often changing multiple times a day. There are usually larger, more publicized updates a few times a year that will affect SEO strategies more significantly, but these daily updates can also subtly affect rankings and give SEOs clues as to where Google’s larger updates are headed. It is for this reason that ongoing monitoring and adjusting of an optimization strategy and content plan is necessary to determine what is and isn’t working to improve website rankings. This means updates to the website itself, as well as meta data and on-page content.
- Fresh content is crucial to a successful SEO strategy
Marketing Relevance recently discussed why it’s important for businesses to have a blog and the elements of a good company blog. Fresh content is one of the most important factors in a good SEO strategy. Google has gotten increasingly better at reading and understanding the meaning behind content and discerning meaning from the context of a web page. This means that all website content should be written with SEO strategy in mind.
In addition to writing optimized content for a website, there should also be new content posted to the website as often as possible. We recommend at a minimum adding content weekly, or every other week, if not daily. Google ranks recent, valuable content more highly than older content because it does not want to show searchers outdated or incorrect information. In addition to improving the chances that Google will rank a website higher in the SERPs, regularly updated content also increases the likelihood that visitors will stay on the page longer and visit other pages on the website. If they don’t immediately find what they are looking for, they will click the back button to return to search results, which records a bounce. A lower bounce rate and higher average time on site tells Google that searchers are finding the answers they were looking for on that page and will be more likely to rank it higher in search results.
- Your competitor has a long term SEO Strategy
SEO isn’t a secret. There’s a very good chance your competitors are developing their own SEO strategies and following the trends and Google algorithm updates. If they aren’t, you have a very good opportunity to establish your business on the first page of search results, ideally in the top five spots, before they catch on. However, most competitors are likely already implementing SEO and will be updating and adjusting their strategies to keep their rankings high. If your business isn’t doing the same, your rankings will quickly fall below your competitors.
- Technology changes just as fast as Google’s algorithms
You may have heard the term “Mobilegeddon” over the last year or so, which refers to a Google algorithm update that changed the way Google ranks websites on mobile devices, making mobile friendly websites and content even more important. New devices and software updates are launched frequently from multiple technology companies making it crucial that your website and content is user friendly and visually appealing across every device. Websites that aren’t mobile friendly may no longer rank in mobile search.
- Everything you do online affects your SEO
Part of the reason many people believe you can optimize your website once and be done is because they don’t understand how far it actually reaches. SEO isn’t just keywords and title tags anymore. Webmasters should be optimizing all the content on their website, right down to the HTML. This includes images (use alt tags), videos (optimize your titles and descriptions), all written content, <h> tags, navigation, social media, directory listings and citations, backlinks and so much more. In order to keep up with the many aspects of a sound SEO strategy, you need to be continuously updating and adjusting as you see what is working and what isn’t.
Developing a successful SEO strategy for your business can seem like a daunting and time-consuming task. Fortunately, the Marketing Relevance team can help. For more information on how we can assist you with your content marketing and SEO strategy and implementation, contact us. Call at 847-259-7312 or visit our website.