Search engine optimization (SEO) has been a buzzword in the digital marketing world for a long time. It is not a fad and has held its ground as an ongoing phenomenon. Many small and medium-sized enterprises rely on good SEO practices to boost organic traffic to their website. SEO makes search engines understand what your website is about and then makes search results better for all human users. So, SEO is not about search engines, it is about making your content relevant to what real people are searching for.
For instance, when you put in a keyword search into Google, you have a clear intent and want certain answers. So, searching for reliable cable internet plans in your area should ideally give you hits for major ISPs like Spectrum internet deals. This is because these companies’ websites have a good SEO score and Google ranks them higher than others.
Take SEO Seriously!
To rank on Google once is just the first step of search engine optimization. You have to continually edit and re-edit your web pages to conform with the latest Google updates. SEO can give you a great boost to your sales and to continue enjoying the same, you should be more aware of the ever-changing market.
So, while white-hat SEO can improve your website rank in the Google Index, black-hat SEO can do the exact opposite. You can’t fool search engines and, more importantly, you cannot fool your readers. It is always important to remember that the traffic SEO generates is non-paid (organic). And if the webpage doesn’t add any value, then search engines will most likely penalize you.
Why Can’t You Keep Doing What You’re Doing?
The rules of the game of SEO are that the rules are always changing. Google updates, market changes, user behavioral changes, and competition for ranking make it impossible to continue with the same set of practices from a decade ago. If you want to rank high, you need to keep your content and SEO practices relevant and fresh. Here are some of the top reasons why SEO is a continual and ongoing process and you can never truly be done with it.
#1: Search Engines are Constantly Updating
The algorithms and ranking criteria for major search engines like Google, Bing, etc., are always changing. They are not static entities and their approach towards how they judge and rank content has to be updated now and then. Regular updates in the algorithm mean that you also need to regularly update your content. The previously accepted practices that helped you rank, could also be the reason why Google penalizes your website.
Moreover, these updates regularly filter old and outdated content. If you haven’t posted anything on your website in a while, Google can delist it from its index. Fresh content that follows the SEO best practices is necessary to maintain your rank.
#2: There Is Competition
Most users don’t go past the first page of the Google search results. So, if you want to make a difference to your website’s organic traffic, you should ideally be on that first page. But there are thousands of other websites trying to do the same thing. If you aren’t constantly updating your website content and adding more value, your competition might win the battle. If your competition is constantly changing and updating their SEO practices, then you need to do the same. That is the only way you can always be one up on your direct competitors.
#3: Changing User Behavior
User behavior is a major factor to consider when making an SEO policy for your company. Because they are your main target audience. Whatever the users are searching for will eventually become your focus keyword. The search volumes on different keywords can change with time and you need to update your SEO practices accordingly. Search volumes can change because of changing lifestyle trends, celebrity influence, changes in the marketplace, new products, and so much more.
#4: Products are Changing
The online marketplace is always evolving and the terminology is changing with it. Newer products have different names and you need to incorporate those in your content to make it relevant. For example, tablets can now mean two completely different things (oral medication or electronic devices). Moreover, they come in all shapes and sizes with different operating systems. So, users need to be specific in their search if they want to get the relevant results. Therefore, with the ever-changing market and products, your business website’s content also needs to evolve.
An effective SEO campaign can take a lot of work but it is completely worth it in the end. The changing trends of the online marketplace demand a more coherent and relevant SEO campaign.