When it comes to websites, many terms get thrown around. One that always seems to pop up over and over again is SEO, or search engine optimization. And one might wonder, “is SEO a one-time thing?”
The answer is no.
Say it again for the people in the back… SEO is an ongoing process. It is NOT a one and done process.
Business owners, especially from small businesses, are often unsure of SEO best practice. If you fall in this camp, you’re in the right place.
At Reborn, we have your back. We do the legwork so you can focus on what you do best.
Back to Basics
What is search engine optimization? SEO is the process of ensuring the quality along with the quantity of traffic to your website. The goal of SEO is unpaid traffic and doesn’t rely on ads or paid traffic.
Think of SEO as a cookie. Separately, all of the ingredients might not make sense. Who wants to eat straight butter? If your website operates like the ingredients for the cookie, it isn’t quite put together, and it’s likely you forget some things.
However, SEO gives you a fully baked cookie. Crispy on the outside, chewy on the inside, and completely irresistible. Ongoing SEO maintenance ensures you have all of the ingredients in the right order and proportion to ensure high ranking.
So what does SEO attract? Potential customers. On the internet, there is paid and unpaid traffic. Potential customers are typically from unpaid traffic. And unpaid traffic comes from web searches, whether they be image, video, academic, news, or an industry-specific search.
And because traffic is always changing, your website needs to change with it. People’s interests along with what is trending is constantly evolving, is your site prepared for these shifts?
The internet is a confusing place full of many confusing things, and we don’t just mean the content. The average person doesn’t’ understand how the internet works. The misconception that SEO is a one-time thing likely comes from a lack of education.
Is SEO a one time thing? Why not?
SEO is giant. People spend years learning the ins and outs of search engine optimization. Digital marketing is an everchanging and constantly growing field. From checking the code and Schema to backlinks and keyword research, there’s a lot to keep up with.
Even if you do the most thorough keyword research possible which results in incredibly well-written content, it won’t be good enough. Even if you have all the right backlinks to ensure your page is high on the ranking algorithms, you’ll need to do more.
Ongoing maintenance is required. SEO audits are necessary to ensure your website continues to perform well. And this process isn’t always easy. It can be time-consuming, especially if you aren’t familiar with everything.
What Do You Need to Focus On?
There are several things that should stay on your radar, long after you hit publish.
Audience and Industry
The industry you’re in and the audience it comprises are the first and most important thing to consider. Your competitors are in the industry, and they are fighting tooth and nail to succeed. Understanding who your audience is will determine your next steps.
It’s important to remember that your audience might change. And if it does, your strategy needs to change with it.
If nothing else, the MOST important thing to focus on is keyword research. If you’re unfamiliar, keyword research is simply the process of figuring out what words people are actually searching for so you can tailor your content to match it.
But keyword research is a constant battle. The landscape is always changing. For one thing, new terms and phrases come up. People’s interests change, and what’s available might be different.
But keyword research specifically focuses on what your customers are searching for. Someone in New York City looking for a barber might be typing in something incredibly different than a person in Tuscon, AZ. So your keywords need to match your area, because search results vary by area.
Reasons to Continually Focus on SEO
We know the answer to, is SEO a one-time thing? But if you need more reasons why you should keep up with SEO, we have a few for you.
Beat Out Competition
If your website isn’t ranking high, then it’s likely many potential customers will never hear about you. You name needs to be towards the top when a customer types a keyword into the search bar.
For example, let’s say you own a bakery. When a customer types, best place to find pie near me, and you sell pie, you want your business to pop up first.
But your competitors that also sell pie want the same thing. Chances are, this new customer will try one of the first two or three locations on the list. And if you aren’t keeping up with SEO and your site drops in ranking, you can kiss that sale goodbye.
The Rules Change
The internet is a little like a black market in a back alley. While there is some oversight in some places, overall it’s a free for all. Google is forced to address unscrupulous practices by changing their ranking algorithms. Search engines are constantly working to seek out the developers who don’t play fair.
And while this practice is meant to protect everyone, it means more work for you. When changes are made, it can affect your search ranking, sometimes pushing you farther down the list so you don’t pop up.
You must stay on top of SEO strategies. Updating all of the necessary things ensures your site continues to rank well.
The Marketplace is Changing
The world is a trendy place. It seems things are always coming in and out of fashion. From clothes to cars to phrases and everything in between, it’s hard to keep up with what is popular.
It follows that keywords that are successful today might not be so in a month or a year. Constantly evaluating your SEO strategies is required.
New Content is Essential
Every site is constantly on the lookout for that perfect article. The content that will drive customers to your site. But getting one or two ranking pages isn’t enough.
The highest-ranking sites are regularly updating content across the board. When you consistently have new and relevant content, your site will be given priority in the ranking process.
So, to get search engines to notice your site, you need to update your content. This means both adjusting current content and adding new stuff, as well. Whether you post new articles or blogs, or rely on other types of media, like images or videos, you need to be updating your site daily or weekly.
SEO is Ongoing
If you’re still wondering, “is SEO a one-time thing?”, we are more than happy to work with you. We know you’re good at your job, and we’re good at ours.
At Reborn, we have done the research. We understand the ever-changing nature of the game. Let us focus on SEO so you can focus on what your best at–the thing you started your business for!
We do it all. Everything from a starting point seo plan to an SEO audit and everything in between. You can trust Reborn.