Online Marketing 101: Why SEO Maintenance is Important

Why Is SEO Maintenance Important?


Many people think that once they get their website created and perfectly tuned up for search engine optimization (SEO) that they are good to go.


While the majority of the work is done, the truth is that experiencing the positive impact of SEO is not something you acquire once, but rather requires you to keep up with it over time


Otherwise, you might find yourself slipping in the rankings. Here are some of the top reasons you need to ensure you have a weekly/monthly SEO maintenance plan.


1) Changing Search Engine Algorithms


For a variety of reasons, search engines frequently update their algorithms. When they do, this can drastically change what shows up in keyword search results.


One example is the Google Panda update from 2011 which shuffled the deck. There was also the  Google Hawk update, which stopped filtering out businesses in close proximity.


We all know that if you are not in the top three or four results for a keyword, then you are basically invisible! Thus, you must monitor your position and 


2) Search Engines Often Change their SERP


The SERP is the search engine results page. On the SERP, you have to compete with things like videos, images, news, and other items that may rate highly for particular keywords.


Without maintenance, a video or news article that recently went viral  may displace your website and push you down your rankings. Competing for a top slot is a continuous process. That's why SEO maintenance is imperative, especially for most important keywords


3) The Competition is Fierce


No matter how unique your idea is, you will have competitors in a similar industry who will try to outrank you. SEO is an extremely competitive arena. 


It is only natural that your competitors will want to rank highly themselves. You must pay attention to your competitors and monitor their strategies. If they have a significant quantity of quality content and have solid backlinks, your page will be left in the dust.


4) You Need to See What’s Working and What Isn’t


These days, it’s easier than ever to know what content is working on your site and what doesn’t. Most platforms, like Squarespace, have built-in analytics software. Plus, you have Google Analytics among many other tools.


With these analytics, you can see what content is popular, what content is ignored as well as important factors such as your conversion rate. Paying attention to these things will help you focus more on what works to better calibrate your online platform.  


TLDR: Optimization Takes Time, Effort, and Continuous Improvement


Doing proper SEO maintenance takes time, effort, and a dash of expertise. You really need to put in the work if you want your site to rank highly.


For this reason, it can be helpful to hire a digital marketing agency so you can get back to focusing on the core of your business, while they focus on expanding your business. 


But, if you'd rather take on the challenge yourself, our team has thrown together the following guide to help you get started today:


SEO Maintenance Plan - Get Started Now!


Why don't one-time SEO packages work? Because good SEO is ongoing SEO. Your SEO campaign is a process that takes time, measurement and adjustment.


Search engines, like Google and Bing, employ a dynamic process that uses data collected from users, websites, and self-modifying algorithms (which are increasingly run by artificial intelligence).


With all these evolving factors, the idea that you can get lasting exposure from a one-off service defies the definition of SEO. Always keep the long-term value of the optimization process in mind when evaluating pricing.


What does work? Here's an overview of an ongoing maintenance plan or package. Many agencies will use a plan like this to create daily and monthly SEO checklists. Here's an outline you can use to start your own checklist as well as a few tools we recommend:


1. Evaluation of technical factors

  • Which issues may prevent users and search engines from accessing or finding your site useful?
  • Identify and fix major technical errors such as blocked pages, broken links, and redirect chains
    Recommended SEO Tool: Screaming Frog (Free! - BTW: Get used to weird names, they're par for the course in this field!)


2. Evaluation of site content

  • What site content is attracting users and are those users becoming the customers you need?
  • What site content is struggling to bring in valuable traffic? Do you need to revamp your a blog post or trash it completely?
  • Are your title tags and meta tags attracting clicks? Google Search Console is your friend! 
    Recommended Analytics Tool: Google Analytics (Free!)


3. Evaluation of offsite factors

  • What story does your backlink profile paint about your website? Are you associated with trustworthy websites or is your link building efforts looking shady?
    Recommended Link Analysis Tool: Ahrefs Site Explorer (Some data available for free)


If you plan on taking on these tasks alone we commend you! Remember that there are a lot of great online courses for learning the basics. If you put the time in and focus on producing a quality product, you might just see your site rankings begin to climb!


Want a team of SEO experts to help with your workload? Our SEO company can help!


Talk with an SEO Expert

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