SEO: Don’t Set It and Forget It

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Ah, SEO. The ever changing chameleon of digital marketing.

Setting up your SEO (search engine optimization) strategy can take time, energy, and money, if you outsource your work to a specialist. Once it’s set up in place, you breathe a sigh of relief. Your traffic starts to pick up, customers are finding you, and you might think you’re done with SEO for good.

But, I’m here to tell you it’s not a “set it and forget it” deal. Your SEO needs continued TLC!

Within the online world, things change quickly. Competition can change on a daily basis, and if you never revisit or adjust your SEO strategy you could find yourself becoming lost in the crowd with overused or newly irrelevant keywords.

Effective SEO is an ongoing process that takes consistent work. With the constant emergence of new trends and developments, it’s essential you keep on top of your SEO and don’t leave it to gather dust!

Here’s why you need to keep revisiting and tweaking your SEO strategy:

1. Effective SEO is multifaceted 

There are various types of SEO and an SEO strategy worth its salt will cover them all. There are four main categories:

On-page SEO: this optimizes a website’s content and structure, including things like titles and header tags, meta descriptions, and images – all of which affect how a website ranks.

Off-page SEO: covers building backlinks to your site from other websites. If your website is full of high-quality backlinks, it’ll rank higher and increase the authority of your site!

Technical SEO: optimizes your website for search engine readability, allowing it to rank higher and receive more traffic. This works for the non-content areas of your website, like it’s mobile friendliness and speed. Technical SEO is one of the most effective ways to improve your rankings, and get your site in front of more people!

Local SEO: ensures your site will appear near the top of searches for relevant searches in your area. Local SEO can be improved in various ways, such as filling out your Google business profile, which will help it show up in places like Google maps.

2. Your competition is on the ball

While you may not feel like updating your SEO regularly, you can guarantee your competition IS. Don’t fall behind!

Your SEO strategy needs regular testing to see where you are falling short and what improvements could be made. This takes time and dedication, and even when you’re not seeing immediate results you’ve gotta keep it up. Think of SEO like a marriage, not a quick fling. 

Search engines evolve at alarming rates and without much warning, so it’s important to keep tweaking and staying ahead of the competition.

3. Algorithms are constantly changing

Have you heard the phrase: “the only thing you can count on is change”?

Yup. It’s a tough one to swallow, but once you can accept the online world will continue to shift and change, you can get to work. 

While we don’t experience earth-shattering changes on a daily basis, it’s the little tweaks and adaptations which, if you don’t have your finger on the pulse of digital marketing and all things SEO, can catch you off guard and hurt your search-ability. 

4. New content needs love, too

Remember your “set it and forget it” hopes and dreams? That’s all good and dandy, but what happens when new content comes along? 

Will you leave it outside all SEO-less and lonely? Of course not!

Your shiny, awesome new content deserves the fancy pants SEO strategy of its dreams!

If reaching your ideal audience and having organic reach and results is still important to you (and oh boy, it should be), then you need to optimize each and every new piece of content you add to your site. 

While we all love our social media, and it can work wonders for driving traffic to your site, Google actually drives EIGHT TIMES more traffic than alllll of the socials combined. Crazy, right? So staying on top of that SEO strategy for all new content is paramount to a successful and highly visible sight!

While it may seem like SEO could work as a stand-alone project, you can see why tweaking and staying on your toes can make a huge difference to the success of your online marketing.

Staying in the know with the latest trends and search engine algorithms, while revisiting your SEO strategy is the best way to keep your site fresh, current, and as easy as possible for your customers and target audience to find you.  


Does your SEO strategy need some lovin’? We can help! Get in touch today to see how Emily Chow Marketing can give your business and brand the refresh it deserves. 


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