Search Engine Optimization (SEO) can be a difficult process to understand. There are a lot of moving parts that go into optimizing a business’s web presence on search engines and a lot of that work is complicated and technical. It can also be difficult because SEO is deemed a “long-term solution”, which leads many business and website owners to believe they only need it for a specific amount of time and then they can enjoy the results forever.
That is especially true once your SEO efforts begin to show significant results. There is no ranking higher than number 1 and seeing your business at the top of the organic search rankings for multiple keyword searches for a few months straight can make you believe you will always be there. This leads a lot of business owners to stop doing SEO.
Continuing to do SEO is the only way to ensure your business will stay at the top of the rankings. SEO does not guarantee more traffic to the site every month; instead, the goal is to dominate the market for the searches that are being done. While SEO can’t create searchers, it can put your business in front of as many of them as possible.
Below are a few reasons it is important to continue to do SEO even when you think you don’t need it any longer.
Increased Search Visibility
A lot is made about specific keyword search rankings when talking about SEO. In reality, the specific keywords are not the end goal. The majority of searches on a monthly basis are unique and a good SEO strategy is designed to increase rankings for the myriad of different search phrases and variations. This is even more important now, as more people are conducting mobile and voice searches.
So, while you may know the 10, 15 or even 20 searches you are ranking highly for, chances are, there are dozens more that you don’t know about. It may seem like there is nothing more you can do with SEO because your site is already ranking for all the keywords you are focusing on. This is when SEO is actually the most effective. When a site is established for those core searches, the optimizations begin to have an impact of those additional variations, which is when you can begin to truly dominate the market.
Regular Site Updates
The Content is King idea has been well established. Blogs have a profound effect on search rankings and for most business owners, you can become accustomed to seeing that content on the site every month, which can devalue its value in some ways.
This content is an integral aspect of SEO, particularly in maintaining rankings. As search engines crawl the web, one area they are looking at is how often the site is updated. Posting regular content on the site takes care of this aspect, as Google and other search engines look for the most relevant information to display. When you stop doing SEO, you may not notice any changes immediately, but as search engines look for relevant results, a site that hasn’t been updated in a while will begin to fall in rankings, missing out on possible traffic to the site.
Changes in The Google Algorithm
When a site is optimized, it is really only optimized for the most recent Google updates. It is no secret that Google is constantly changing the way it determines search rankings in an effort to give users the most relevant and trustworthy results. So, while your site may have been completely optimized at one time, Google may change the factors it is looking at, which can make all the work you did obsolete.
Again, this is not a change you will see immediately. As long as you weren’t relying on black hat tactics to produce rankings, you won’t see your site fall off the face of the earth if you stop doing SEO. With every Google update, however, you will start to see your rankings slip. The only way to truly maintain search rankings is to make sure you are constantly updating your site and business listings with the latest algorithm updates in mind.
The content that keeps your site up to date is also a huge benefit for social media. Blog content is highly shareable, especially on Facebook and Twitter. Getting this content out onto your social media platforms can grow your following and direct more users back to your site. This engagement can keep you top of mind for your followers and customers. When the blog content stops, you can also see a dramatic downturn in your social media engagement.
SEO is a multi-platform digital marketing solution that can follow your business around the web. From citations on web directories to keeping the site up to date to social media, SEO plays a part in all aspects of a digital marketing strategy.
There can be a “plateau” effect for SEO that can lead site owners to believe they no longer need SEO once they are consistently ranking at the top of the search engines and see quality traffic being driven to the site on a monthly basis. This is precisely the time when you should at the very least continue SEO, but also look to expand on your efforts.
The web is a fluid environment that is constantly changing and SEO is reliant on being up to date with all of those changes. Continuing on with a strong SEO campaign is the best way to make sure your site stays ahead of the trends. The best way to fall behind those trends is to stop doing SEO once you see positive results.