Search engine optimization (SEO) requires a lot of hard work and, in many cases, money. But these efforts help you reap the full benefits of the strategy.
This article outlines the top five reasons consistent SEO should be your mantra. Then later, find out how often you should do it.
Top Reasons to Be More Consistent with SEO
SEO can be a game changer for any business, but many companies consider it a one-time effort. They design and implement a website, write blog posts, add keywords, and wait for results. This approach does not work.
Marina Turea of Digital Authority Partners believes that SEO is an ongoing process you should give attention to regularly. Here are the biggest reasons why:
1. Consumer Behavior Changes
Customers today differ from those in previous decades. Back in the 1970s to 1990s, people browsed mailed catalogs, went to brick-and-mortar stores, and purchased items.
In 2020, the e-commerce market size reached almost 4 million. By the end of this year, industry sales could grow by over 15% or a trillion dollars.
Consumer data also reveals behavioral changes that could impact future shopping. For instance, more are using “near me” searches to find the closest store. Those who perform mobile searches are also more likely to visit a shop within the day.
Other vital facts about consumers include:
- More adults are using voice search to buy.
- The largest demographic today is the millennials.
- The Alpha is the first true digital-native generation.
- Baby boomers have the most wealth.
The purpose of SEO isn’t just to rank first on the search results. More than anything, it ensures you’re visible to your target market. If you don’t adjust your SEO according to their preferences and tendencies, you could lose a lot of potential customers and revenue.
2. Online Marketing Goals Are Not Stagnant
The secret to business growth is innovation. However, you cannot achieve it if your online marketing goals don’t shift to fit the times. Your objectives should match your company’s current situation and where you want it to be in the future.
These changes, however, also mean that your SEO key performance indicators (KPIs) will not always be the same.
When you started your company, your primary focus might have been increasing brand awareness. Your metrics were web traffic and organic reach. But as you gain traction, you now want to generate leads or improve customer loyalty. Your KPIs now may be cost per acquisition or customer lifetime value.
To achieve your desired outcomes, you must adjust your SEO strategies. You want to produce numbers, but you want them to accurately depict and contribute to your business’s success.
3. Google’s Algorithm Is Constantly Evolving
Google is the biggest search engine in the world, handling about 3.5 billion daily searches. You should optimize your site according to its standards if you want to rank for relevant keywords and get in front of your target market.
But Google’s guidelines are not static. The search engine’s algorithm changes about 500 to 600 times a year. While most are minor, some could have a significant impact on your SEO campaign:
- You might experience a huge drop in web traffic and search ranking.
- Google might introduce new rules that can affect your overall SEO strategy. In 2017, the search engine rolled out Fred, downgrading sites with thin content and excessive ads. It hurt many affiliate websites in the process.
- Some tactics you’re using might no longer work or could get you penalized.
You can’t stop Google from making updates, but you can be proactive by doing consistent SEO. It trains you to always be on the lookout for algorithm changes and adapt fast before they create irreparable damage to the website.
4. Newer and More Effective Strategies Are Available
When you’re not doing regular SEO, it’s easy to miss out on the latest trends. You could be using outdated methods that are no longer as effective. Here are a few examples:
- Meta tags are not as essential as they used to be.
- Keyword stuffing can get you penalized.
- Link buying could also result in a Google penalty.
- You no longer need to submit your website to search engines.
Newer SEO tactics can deliver excellent results. A 2019 study of 150,000 businesses revealed Yelp appeared in the top five search results for 90% of local queries. These keywords included the city and business name.
Further, companies with at least four stars on Google My Business (GMB) outranked those with three or fewer stars. Meanwhile, websites that mentioned the Better Business Bureau (BBB) ranked better than those that didn’t by almost 20%.
5. Competitors Do Not Rest
The race to first place in the search results will probably remind you of the story of the tortoise and the hare, and you know who won.
Even if your website is already on top, it doesn’t mean you can relax and not continue with SEO. Your competitors will continue to strive for that number one spot. They might be using more effective SEO strategies or better tools.
When you stop being active about SEO, someone else will quickly take your place. After all, the goal is to stay relevant and visible to potential customers actively searching for your product or service.
How Often Should You Update Your SEO?
Consistent SEO is your ticket to staying relevant and driving unpaid, organic traffic to your website. But how frequently should you do it? The answer is, it depends.
- Publish new content two or four times a week.
- Perform link-building strategies every day.
- Audit your website two to four times a year.
- Monitor your SEO campaign’s success every six months.
Keep in mind, though, that other factors can impact frequency. You don’t want to wait a few more weeks before you make changes after a major core algorithm update. There’s no reason to stick to an ineffective strategy because you don’t have all the data.
You can follow the industry practice, but it is not a hard-and-fast rule. Set a timetable that works for you. Make necessary changes to always comply with search engine standards and keep your audience engaged.
Consistent SEO is non-negotiable if you want to stay visible online and keep driving traffic to your website. It requires time and effort, but the payoff is worth it.
Ideally, you should publish new content, build links, and audit your website regularly. The frequency can vary depending on the specific needs of your website, but it’s vital that you be proactive about your SEO.
If consistency is a problem, outsourcing your SEO efforts is a viable option. It guarantees that an experienced team works on your website 24/7. Experts stay updated and apply the latest trends and strategies to ensure the success of your SEO campaign.