Search Engine Optimization, if done correctly, will help your website rank in the number one position on Google. We often get asked if SEO is a short-term marketing tactic, or does it need to be continuous to be successful? SEO is absolutely a continuous process that is constantly changing. To help explain why, we need to separate the theory of SEO from the tactics that SEO professionals use.
While technology is always changing and evolving, the fundamentals of SEO relatively stay the same. Basic principles include:
- Ensuring your site is crawlable among search engines
- Having a simple site structure that allows search engines to easily crawl your site
- Ensuring you are using search-informed content (keywords) on your pages – creating content that people are actually looking for
- Your authority and if other websites deem your content trustworthy enough to link back to it (backlinks)
So while the theory stays constant, the tactics SEOs use to execute these basic principles is constantly evolving. This is where it is so important to keep up to date on the latest technology and advances.
Here are the top 3 reasons why SEO should be part of your long-term marketing plan.
Search engine algorithms are constantly updating
Google and other search engines all use algorithms to determine how a webpage ranks within the search results. In order to keep up with demand, they are continually investing in improving the search experience. Having an SEO that is on top of the latest trends and tactics is important to keep up with these changes.
Don’t get lost in the competition
Competitors are continuously working to improve on their SEO, and you don’t want to be left behind. If you are trying to be seen and rank well in search, it is imperative you continue SEO efforts to stay successful. If you don’t, then competing businesses will step up and you will be left the dust.
User behavior and content are always changing
Trends come and go, and people’s online behaviors will always evolve and change with the times. In order to be seen on Google, having search-informed content (creating content to answer a user’s need or question) will get them to go to your website. If you do not keep up with what people are searching for, then you no longer have something people want.
At the end of the day, the theory behind SEO is actually quite simple –it is the implementation that can be more complex and time-consuming. Knowing the theory behind SEO can help you determine which tools, technology or tactics you need to have a sustainable and successful SEO campaign.
Was this helpful? Subscribe to our blog to get more stuff like this delivered straight to your inbox!