SEO, short for search engine optimization, refers to optimizing your website so it appears in the search results of search queries related to your business or nonprofit.
A common misconception about SEO is it’s often seen as a one-time service. However, like most things, SEO needs continuous work and maintenance in order for it to deliver the best results.
Here’s why SEO is an ongoing service instead of a one-time service.
The biggest argument for why SEO needs to be an ongoing service is search engines change their algorithm hundreds of times a year. Moz, an SEO software company, believes Google changes its search algorithm 500-600 a times a year! If that’s not much of an argument for why SEO is an ongoing service, we don’t know what is?
Technology evolves at a rapid rate, and since Google wants to present its users with the best user experience possible, if there are technical errors with your site (like broken plugins or links) it can negatively impact your SEO.
Our agency uses Google Search Console to uncover any technical errors with a site, such as 300, 400, and 500 pages, which are errors. Another thing we use Search Console for is checking to see if a site is getting indexed. If Google is not crawling your site, you’re not going to have good SEO.
Content is the backbone of SEO. Every time you write a new blog post, you are giving yourself a new page, which presents you with new keyword opportunities. People use Google to find the answers to their problems, and most times, blog posts are what appear in the search results. If you write unique blog posts regularly that have 300-500 words, internal and external links to relevant content, and well-placed keywords, you will see a boost in your SEO.
Google loves fresh content. Content that was published more recently ranks higher than content that is older. The reason for this is fresh content tends to be more accurate. To prevent your older pieces of content from dying off, we advise updating them. Do your research to include current and accurate information. Also, be mindful of the links in your posts. Are they outdated too?
Other things you should update are your meta titles, meta descriptions, and heading tags. You should update these three things on a six- to twelve-month basis depending on the results in your Google Analytics and Search Console.
Although the landscape of SEO is always changing, having high-quality links link back to you has always been one of the major pillars of SEO. Link building is the process of acquiring high-quality websites to backlink to your site. Moz has described link building as “a vote of confidence about a page.” The theory is that when someone links to another website, the person is saying the website is a good resource.
You can build links by asking other websites in your industry to link back to you, or you can submit your site to relevant directories.
Contact Sperling Interactive at (978) 304-1730 to learn about our monthly SEO package and what else you can do to improve your site’s optimization.