Just like your home, car or storefront, maintenance via a consistent, ongoing SEO program is critical to the health of your website and your business. Your business has made changes over time (um…remember rotary phones or dial-up?). Your online visibility requires a higher-level maintenance and updating on an even more consistent level.
You can avoid “digital decay” with an authoritative, ongoing SEO plan. Give the search engines a clean path to your content, allowing them to understand the value and serve it up as a relevant, trusted result for search queries!
What does an ongoing search engine optimization program address, and why is it important?
Algorithmic changes. Just like other businesses, Google does maintenance also. In their constant search to guarantee the very best search quality, Google is constantly making changes to how it returns results for search queries. During the months of June and July 2012, for instance, they made 86 changes in the algorithm. Some of these may not make a difference in your placements or visibility, chances are they will. And how will you know?
Meeting those algorithmic requirements can include anything from minor on-page or content edits to a shift in how you approach the optimization of your entire e-commerce platform.
There is more than just Google out there. Even though Google has the largest market share by far, there are other engines that are relevant as well. Optimizing your website for all of them takes some time and effort, but this is an exercise in smart business development!
Your competitors are doing it. Those 86 algorithm changes we just talked about? Your keenest competitors are consistently optimizing their website and blog, and they will earn the advantage in search results as they develop content, tighten meta data, and continue to implement best practices on both the front and back end of their website.
Fresh. Don’t just do it for Google….do it for your customers! Ever seen a store window display that never changes? All the stuff starts getting dusty and looking outdated, turning brown or fading from the sun. Same sort of thing here. Your customers and visitors will get tired of the same old stuff on your site. Really. Avoid “digital decay” with a consistent SEO program avoid “digital decay”…change your site up with fresh, optimized content that is optimized for search. (And Google will love you too!)
N.a.t.u.r.a.l. Consistent, ongoing SEO will help you meet one of the most stringent requirements Google has. From adding new content to optimization of your meta data and earning incoming links that enjoy a high trust rank, Google wants to see steady, natural change and growth. The April 2012 Penguin update was a shot across the bow for websites who were taking part in link schemes or other webspam practices. A consistent SEO program results in ongoing, measured changes in your website.
Analytics are the key. An ongoing SEO program will provide you with the analytical data you need to discover what has worked in the past and what the next best step may be for increasing visibility and your conversion rate. An experienced search marketing professional will share this information with you in a meaningful way.
Rely on a professional SEO review and analysis to discover where your online presence can be improved and your expertise better presented. Ask us about how a customized, ongoing SEO plan can meet your specific needs, industry and budget.