Why Search Engine Optimization Is Ongoing

search engine optimizationOkay, you have a killer website (hopefully), and your webmaster or SEO specialist has done a good job on your SEO (hopefully).

Why can’t you just leave it at that… why do you need ongoing search engine optimization? What’s the point?

First, keep in mind that Google is constantly on the lookout for websites and web pages that provide relevant information for their users – the people typing in or vocalizing their search terms, phrases or sentences on Google.

In other words, Google looks for websites with relevant, useful, quality content.

As part of that, Google and other search engines also want to see that the content is fairly fresh and updated. Static sites and pages that just sit up online without changing are a no-no in most cases. They appear inactive to the search engines; so they gradually drift downward in the search engine rankings.

If for no other reason than that, you need someone to be tweaking content periodically — adding to it, keeping it fresh and updated for both your website visitors and the search engines. Someone who knows what they are doing.

And that means someone who has taken the time to really understand what your website should be conveying to its visitors and the search engines, and who also understands what the rules of the road are with respect to the search engines. And there are definitely some “rules.”

Many of those rules concern what you should NOT do if you want to rank well on the engines. Not just what you should do.

Keep in mind, that your website – depending on its subject matter, or what industry or activity it concerns – is competing with numerous other online sites. In some case, hundreds or even thousands of other sites, again depending on what products or services you are offering, and to what target markets.

To stand out from the crowd – even on a local basis — you definitely need someone working on your site who knows what your customers are looking for, and how to best present that information in a way that will also satisfy the requirements of the search engines.

search engine optimizationYou also need someone who understands the social media like Linkedin, Facebook, Twitter, Pinterest, etc., etc. They play a big part in today’s SEO work. And not just for warm and fuzzy fluff stuff either, but for businesses. Many website owners just don’t want to come to grips with all that. They just don’t understand what it really takes to rank high on the search engines today.

Remember, if you don’t rank on page 1 of the search engine results pages (SERPS), the bulk of the people looking online for what you have to offer simply won’t find you. The vast majority of searchers never look past the first page of listings.

Well, if no one can find you, there’s not much point in having a website, other than referring people to it on a personal basis or through your offline advertising and marketing materials. And that is a valid reason for having a website.

But wouldn’t it be much better if people you aren’t reaching by any other methods or media could easily find you on the net? Of course it would.

A KEY reason for having someone who really understands SEO working on your site is that Google’s algorithm is in a constant state of flux. They are continually tweaking it in their never-ending quest to provide their users (the searchers) with the most relevant information possible.

So you frequently have to adjust things on your website to keep up with those algorithm tweaks and changes – otherwise you drift down the rankings. In some case, you can PLUNGE down the rankings after an algorithm change or update.

Believe me, it happened to many websites after some of Google’s Panda and Penguin updates and the recent advent of Google’s Hummingbird algorithm. So if you are wondering why you aren’t getting the number of reaches or leads from your website that you expected, consider all the above.

But also keep this in mind: SEO is a marathon, not a sprint. You are not going to rise from page 10 on the search engines to page 1 in a week or a month.

Also, because it is a marathon, you have to keep at it even when you arrive on page one. In order to stay on page one.

Written by Bob Nelson

Creative Commons Attribution: Permission is granted to repost this article in its entirety with credit to RESULTS PROFESSIONAL MARKETING and a clickable link back to this page.

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