Is Ongoing Search Engine Optimization Necessary?
Last week I had a meeting with John over at inQuo, a computer support company. He suggested I write an article about why SEO must be ongoing and not a one shot deal.
That is a very good idea because many people think we SEO guys just sprinkle a little magic dust and presto websites are appearing on the front page of Google.
While I could go into detail about specific steps that need to be taken each month, the bigger reason ongoing SEO needs to occur is more conceptual.
Three major reasons you need ongoing SEO services:
1. Google loves fresh content and rewards it with high results. If you don’t have someone to update your content or site on a regular basis, any upfront, on page SEO will eventually lose its value. It may not happen right away, but it will happen.
2. Tracking. Businesses and people for that matter tend to perform better when there’s a number to beat. If you don’t measure performance, you’ll never know how to improve it. Any SEO service should involve monthly reporting. For certain types of PPC, these reports should be weekly.
3. Expertise. While having tracking in place is part of the battle, knowing how to read those numbers is the other part. For this site, I’ve found Friday’s are my slowest day of the week. I’ve tried additional marketing on Twitter and making sure to post new content to help drive traffic on that day, but it still tends to be my slowest day. Other sites I’ve managed have other “slow” days. It’s my experience that tells me whether to be concerned or to recognize that it’s a normal traffic trend.
The same applies to spikes in traffic. If you get one you want to know why, whether that traffic is effective and whether to try and duplicate it. Again, it’s experience that matters.
Some people think SEO is a waste of time and money. Some SEO companies will waste your time and money. I don’t think a properly executed campaign is. I’ve seen amazing results in the past and now from being on top of the search engines both in traffic and income. I know proper SEO works and I know it needs to be ongoing. There is no magic dust. There are no instant results.