Search engine optimisation (SEO) is a unique online marketing strategy. It is different from most other digital advertising strategies in that it is not just a one-time effort. You cannot just run the campaign for a short period and forget about it. If you want to generate the desired results, you will have to continue to implement SEO strategies. There are many reasons why SEO is an ongoing process.
1. Regular Search Algorithm Updates
All search engines update their search algorithms regularly to provide a better user experience. This includes both major and minor updates related to how webpages are ranked. For example, Panda, Penguin, Hummingbird, Pigeon, Possum, and Fred are some of the major Google updates in recent times. Since all search engines continue releasing such updates on a regular basis, it is important to optimise your website regularly. Failure to do so can mean that your webpages can lose their rankings.
Google itself releases hundreds of algorithm updates every year. it is not just to improve user experience, but also to study the latest trends in user behaviour. Another reason is to stay ahead of those who are always trying to manipulate the strategies to boost rankings. Thus, algorithms are updated to fight off spammy efforts and reward those who deliver excellent user experience.
2. Maintain Competitive Edge
Considering the above-mentioned point, if you don’t keep up-to-date with the latest search engine algorithms, your website is going to lose its rankings in your SERPs. This will allow your competition to rank higher than your pages. Ongoing SEO campaigns allow you to maintain your competitive edge.
SEO is not a one-time campaign. It is a long term process where early beginners and continuous participants are rewarded with higher search rankings and web traffic, and enhanced brand image.
3. Keyword Research, Analysis, & Identification
Running SEO campaigns on a continual basis also helps in identifying new and better performing keywords. Keyword research and analysis is an important part of search engine optimisation. Continual keyword analysis allows you to learn about the new key phrases that are being used by your target audience for searching your products or services. It will also provide you insights into the new trends or changes in keyword searches.
The keywords which were effective a few months ago may not be very effective today. This is important not just from the perfective of your existing and new online content, it is also important for your other marketing strategies including SEM.
4. Keeping Up with Ever-changing Market
The market needs keep changing and evolving with time. So does the language. For example, keywords which are not important to your business today, can become highly relevant in the near future. For example, the word ‘tablet’ didn’t have anything to do with technology a few years ago. Today, there are different types, sizes, and brands of tablets and they represent an important segment in the industry.
SEO is an ongoing process because of the uncertainty associated with how future development. SEO allows you to keep your content up-to-date because it involves continuous research and analysis. And this includes maintaining the content on your webpages.
So you cannot consider SEO to be a one-time campaign. Search engines are always evolving at different levels. You will have to keep running your SEO campaigns to keep up with the changes, gain competitive edge, and generate continuous flow of search traffic.
If you need help to manage your SEO campaign then we can either help write you new blog articles or full Search engine optimization though Grant and our partner agency SEO Advantage.