I bet you’re not surprised hearing this from someone who works in an agency but I would be saying the exact same thing to my marketing and finance directors if I were working client side.
SEO should not be seen as one-time practice, the technical changes, content amendments and historical links built in May cannot still be expected to be relevant in December. All too often I see clients comment that they have done SEO now and that they can make internal savings on the SEO investment.
This couldn’t be further from the truth, SEO/Digital Marketing is a marathon, not a sprint. If you think that once you are on page one for your desired set of keywords that SEO is complete, then you are wrong!
You need to then think about maintaining that ranking, and that involves constant review of both keyword rankings, relevant content and authority being sent through to the site. Remember that once you are on page one, you have effectively knocked off a competitor who will then almost certainly retaliate with their own SEO strategy.
Google, our ever eternal god, will keep tweaking and amending its main core algorithm and as such your SEO strategy should be flexible to fit into any updates which may either cause a negative downturn towards your keywords and/or as we have previously seen in March 2018 Google rewarding previously underperforming sites – which again can have a negative impact on your site.
If you don’t have an SEO strategy then this could be disastrous for any business, and if you have stopped SEO then any recovery time will be lengthened.
So why the ongoing SEO investment?
Reliance on Search Engines is still increasing, with the search engines wanting to provide the best and most accurate response for its users/searches. Alexa.com unsurprisingly reports that Google.co.uk is the most visited site on the Internet in the UK.
Not only does it take time to get right, appear natural, but it also needs to be strategically calculated in line with business objectives.
There are the obvious first steps to take ensuring that all of the correct technical fundamentals are in place, now this can be perceived as a quick turnaround and complete but continual checks are important as to ensure nothing has changed, blocked or dropped off – a sitemap for example.
But this is just the start, continually updating content, ensuring your site has the right intent for its users and building good natural links through strong campaigns does take time to build up.
This combined will lead to ongoing organic growth.
Is the long term SEO investment worth it?
Some of the articles which I have read stating “SEO is Dead” are clearly not doing SEO correctly because by having the correct strategies and forward thinking in place will only result in improved organic rankings. Being in strong positions in Google (and Bing to a lesser extent) is important to any business. To make sure that your site/pages stays relevant whether it’s enhancing keywords, amending on page content, creating resource knowledge sections or building more links, the more SEO is implemented, the more likely it is that your site will see success.
That is why having a marketing plan that has SEO at the forefront is crucial for any businesses and the practice of SEO is more relevant than ever.
I was recently shocked when looking through an A-Level Business Studies syllabus that there was very little mentions of Digital marketing, yes the practice is continually changing and being updated but the fundamentals will still be the same.
It is important to gasp an understanding of the basics and then keep on top of the ongoing algorithmic changes, obviously a team of SEO experts #agencyplug can keep on top of these.
But SEO should be seen as part of the norm in any businesses marketing strategy!