We are often asked the question “Why should I renew my SEO program?” and while the answer should be fairly obvious it turns out that is not always the case.
There are a number of reasons why a client should continue their search engine optimization efforts from year to year. To run through a few reasons quickly there are findings to implement from the previous year, content on a site is continuously changing, consumer search patterns are different from year-to-year, online competition is always in flux, search engine algorithms are constantly being updated, our research findings are continually updated, and new product offerings become available throughout the year. The sites that let down are the sites that get outranked. The sites that let down are the sites that rely on PPC and bookmarks. The sites that let down are the sites that get the majority of their traffic from brand-based queries. What kind of site do you want to be?
The Internet is not a static marketplace. As mentioned above, there are new websites, updates to existing sites, changes and evolution of search behavior, changes in search engine algorithms, etc. that will impact a site’s SEO efforts. This having been said, it becomes clear that even the most fundamental aspects of all SEO programs should be revisited every year. The page targets, keyword research, site analysis, competitive analysis, content updates, link building and linking strategy, search engine submissions, directory submissions, etc. must be revisited to ensure that a site maintains and/or continues building an authoritative presence within the search index for any specific category.
What Changes:
- Site content
- Consumer search patterns
- Online competition
- Search engine algorithms
- Research findings
- Product offerings
What We Revisit and Rework:
- Recommended pages
- Keyword research
- Site analysis
- Competitive analysis
- Content updates
- Link building
- Link strategy
- Search engine submissions
- Directory submissions
Search engines constantly evolve, searchers are always changing, competition never ends and it is up to us to help our clients navigate through this landscape to obtain the most value possible. We won’t let down and neither should our clients.
