Martech Zone Interviews

Search Engine Optimization is Not a Project

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Search engine optimization (SEO) is not just about keyword research, publishing content, and monitoring your search traffic. Many businesses believe that by identifying high-volume keywords and creating content around them, they’ll naturally rank higher and get more traffic.

SEO is much more dynamic and complex. It’s more about delivering an excellent user experience (UX), ensuring your website loads fast, is easy to navigate, and provides valuable information to visitors.

Additionally, conversion rate optimization (CRO) plays a pivotal role in SEO, as you need to understand which search traffic is converting into actual sales or leads. Driving traffic is not enough; you need to ensure it’s the right traffic that impacts your bottom line.

From time to time, companies ask for project-based SEO work. However, SEO is not a one-time project. It’s an ongoing process because you’re constantly aiming at a moving target. Everything in search continues to evolve:

  • Search algorithms change frequently: Search engines, especially Google, regularly update their algorithms to stay ahead of spammers and low-quality content producers. Your site can lose rankings if you’re not adapting to these changes. Even though the shift may not be drastic, adjustments based on the most impactful ranking factors can improve your site’s visibility.
  • Competitors continuously adjust their tactics: While your website may rank well today, competitors are also optimizing their sites. As they adopt new strategies, they may outrank you if you’re not actively refining your SEO.
  • Business strategies, products, and services evolve: As your company introduces new offerings or pivots its strategy, your SEO efforts must adapt. Ensuring that your site reflects your business’s current landscape is essential to staying relevant and competitive in search results.
  • Keyword usage evolves: Search behavior changes over time. For example, terms like platform, solution, application, and software have fluctuating search volumes in the tech space despite being closely related. To remain competitive, your keyword strategy must reflect these shifts in user language.
  • Search volumes fluctuate: User search behavior can vary by time, day of the week, and season. Adjusting your content to match these fluctuations can boost your search performance.
  • Technology advancements impact SEO: Platforms and technologies used to build websites change; what worked years ago might not work today. Many sites built on outdated content management systems (CMS) suffer in search because they lack modern optimizations. If your CMS isn’t SEO-friendly, you risk losing valuable traffic.
  • Industry relevancy shifts: The authority of different sites in your industry changes over time. A site that was once the top resource may decline, making room for others to gain prominence. You can maintain or improve your rankings by consistently promoting your website on relevant and authoritative sites.

    • Investing in an ongoing SEO strategy with a reputable provider delivers consistent returns. A proactive approach ensures that your site evolves with the digital landscape. Utilizing Google Search Console can also be a valuable investment of time if your business handles SEO internally.

    In our experience, clients continually refining their SEO efforts see the most significant returns. Their cost per lead drops, and they can effectively leverage search for customer acquisition. SEO requires continuous adjustment and monitoring. Beware of any agency offering SEO as a one-time project.

    Key Takeaways
    • SEO is an ongoing process: It’s not a one-time project. Search engine optimization requires continuous adjustments as search algorithms, competitors, and trends evolve.
    • User experience matters: SEO isn’t just about keywords; it’s about ensuring a fast, intuitive, and valuable user experience that drives conversions, not just traffic.
    • Regular algorithm updates require agility: As search engines like Google make frequent updates, your site needs to adapt to avoid drops in rankings and maintain visibility.
    • Monitor competitor activity: Your competition is constantly refining its SEO strategies. Staying aware of their efforts and adjusting accordingly is essential to maintaining a competitive edge.
    • Keyword strategies must evolve: As user search behavior changes over time, regularly updating your keyword strategy ensures you stay aligned with current trends and search volumes.
    • Invest in the right platform technology: Outdated CMS platforms or poorly optimized technology can significantly hinder your SEO performance. Regularly audit and update your systems to ensure they support your search goals.
    • Industry relevance can shift: The sites that link to you or refer traffic today may not hold the same authority tomorrow. Stay active in building relationships with high-authority, relevant websites.
    • Periodic audits are worthwhile: If you have an internal team handling SEO, periodic external audits can help identify and correct issues before they become problems. These audits can provide valuable insights and keep your team focused on the right strategies.
    • Consider long-term SEO contracts: It’s best to commit to a long-term contract if you’re outsourcing SEO. Effective SEO requires constant analysis, monitoring, and fine-tuning to drive sustainable results and maximize ROI.
    • Integrate your SEO strategy: Combining your SEO with other channels maximizes reach and impact. For example, using PPC and PR campaigns to promote high-quality content can drive backlinks and enhance your website’s authority, improving SEO rankings. This multi-channel approach amplifies visibility and strengthens overall brand performance.

      • By understanding and applying these principles, businesses can maintain a robust SEO strategy that adapts to changes, improves performance, and delivers ongoing value.

      ©2024 DK New Media, LLC, All rights reserved | Disclosure

      Originally Published on Martech Zone: Search Engine Optimization is Not a Project

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      Martech Zone InterviewsBy Douglas Karr
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