Search Engine Optimization is NOT a One-Time Thing

I know what you’re thinking – search engine optimization (SEO) is just another thing to add to my list – who has the time to do this? Most people do not realize they should be following up on their online marketing strategy. They assume SEO is a onetime deal once it’s set in place. However, an ongoing approach to revising your search engine optimization is a key component to your online marketing strategy. Try comparing optimization with Maslow’s hierarchy of needs and achieving Self-Actualization. This is the final level of development that can be achieved when all basic needs are fulfilled and the “actualization” of the full personal potential occurs. Likewise for optimization, this is a moment where every page, text, image & call-to-action perfectly align with the wants and needs of your target demographic.

ongoing optimization

Sorry to burst your bubble

You will not get proven SEO results in a day. It is a long-term process that requires constant monitoring and various efforts to achieve the desired results of increased search engine presence and improved quality of website traffic.

In this blog I will discuss a couple of reasons why it is important to monitor your optimization on an ongoing basis.

Changes in keyword demand

Interest in keywords changes over time. For example, in 2006 the keyword “inbound marketing” was pretty much unknown by the vast majority of marketers and the public. Now, inbound marketing is a more widely used term.

keyword rank

The popularity growth for “inbound marketing” teaches us an important lesson on regularly updating our keywords. A term that was unknown just a year ago may be used by searchers today. Likewise, a search term that was used a year or two ago may not be what your audience is searching for anymore. Remember, if you’re not regularly finding new keywords you may miss out on the up-and-coming keyword/phrase in your field.

Depending on your marketing strategy, you may need to conduct research on a monthly, quarterly, or semi-annual basis. When you do research your keywords, begin by entering your existing dictionary of keywords into Google’s Keyword Tool to see if there have been any major changes in the search demand for your words.

Modifications in user preference

Users’ expectations of search term results will always change. Looking again at the inbound marketing example – In 2006, as the idea of inbound marketing was in its introduction stage. At this point, it would be rather unnecessary for businesses start writing complex inbound marketing strategies in their content without providing basic information on what inbound marketing is all about.inbound marketing

However nowadays, most people who enter “inbound marketing” do not need such a need a grand summary. Instead, users are now likely looking for specific examples, infographics, tip sheets, webinars, and even recognizedagencies that can help.

Try looking at the first page of search results to see what most often appears. Is it infographics, image-heavy content, videos? Doing this will provide you with valuable information that resonates with most users.

Optimization is an integral part of any successful online marketing strategy. Just like Maslow’s hierarchy of needs, it is a long (lifetime) process, but you will not have any regrets by doing it properly.

What has your business done in terms of ongoing optimization? Write your comments below!