One of the things that you will keep hearing, over and over, is the suggestion that you need to ‘keep up’ with your SEO on a regular basis. Is this actually true, or just something that is more like ‘icing on the cake’? Nice to have? Sure. But not a critical component. Well, guess again! The clue, here, is that if everyone is making it a point to drive home the idea of on-going SEO, then it must be pretty important. Sort of like having SEO in the first place. Actually, that analogy is not all that far from the reality. The problem with a lot of website/company owners is the false perception that SEO is a one-time thing. It’s not, my friend, and if you believe this, then you can fall prey to those scammers who offer an immediate, magical one-time solution to your SEO concerns. Afterwards, they will promptly disappear, right around the time that your SEO ranking spontaneously combusts. You see, if you’re being ranked by Google’s algorithms, they’re keeping track of things, such as how many folks are visiting your website(s). In addition, your rank will also be based on how many of those visitors will remain on your site, long enough to read your new info and possibly leave a comment of their own. How long do you think someone is going to be interested in reading the same, musty entries that were posted last week – which were the same ones as the week before? That will pretty much render your site irrelevant in the eyes of a search engine.
So, how do you address this dilemma? First of all, you need to have someone (or a number of people) on board who can generate engaging new copy for you on a consistent basis. And where does all this new copy go? It goes here:
- A blog section that is attached to your website. Preferably one that sparks comments and replies to the items that are posted.
- A place to post updates on new technology advancements and software updates, or items that address things within your industry.
- Information that pertains to improvements to your own offerings, service, or promotions.
- Prediction about future industry directions.
Since you will be relying on a knowledge base that encompasses multiple areas of your industry, you will usually have to engage the services of more than one post expert. In addition, you will also need to monitor the items that are posted on a day-to-day (preferably more frequent) basis. There are also other alternative venues that you will need to check out. By that, I mean press releases that announce new additions or changes in your service or a related issue. But one of the strongest SEO tools in your armory will directly relate to how well you can network with other sites that review and explain the product or service(s) that you’re offering. Becoming a guest poster and inviting experts to post on your site will seriously increase the relevance of your own website. In the long run, it’s a “one hand washes the other” concept.
When you add up all of these initiatives, you can see how a correct SEO campaign will require a considerable amount of work to effectively keep it going. But isn’t that what you would expect? How can someone say that they deserve to rank high on a search engine if, indeed, no one is searching for them? All of this falls into the category of ‘common sense’, which is what the majority of SEO strategy is all about!