SEO is not a one off activity but rather a marketing channel that should be monitored and optimised over time. This infographic outlines some compelling facts as to why you need to think of SEO as an essential ongoing part of your marketing plan.
1. SEO is Always Changing
Google changes it’s algorithm 500-600 times a year. If you don’t have anyone looking after it and keeping up with or anticipating the changes, your site will be left in the dark.
2. Rankings Don’t Happen Overnight
According to Google’s own video entitled ‘How to hire an SEO’ you’ll need to around 4 months to a year to see potential benefits from SEO implementations. This will depend on your industry, competitiveness and other factors.
3. Your Competitors are Doing SEO
Most competitive industries have full time SEO agencies or in-house staff optimising their web presence. In fact, in 2016, companies spent more than $65 billion on SEO. You’ll need to keep doing SEO to stay competitive in your market.
4. SEO Compounds
Like a good investment, the returns on SEO will compound over time.
Traffic will slowly build, then new keywords and opportunities will be discovered and the whole thing snow balls. If you keep up a good SEO campaign, you’ll find that with the familiarity and constant testing and tweaking by your (good) SEO firm, will enable many more wins to occur than short term changes.
SEO’s will learn your industry and your competitors and this cumulative knowledge will help your business in the long run.
“Whatever results you’re getting at 6 months should be considerably less than what you’re getting at 12 months.” – Forbes
5. SEO is a Marketing Channel
If you stop marketing, you lose customers. Google traffic is still the number one source for many businesses – if most of your business or a good chunk of it comes from Google organic search, you need a qualified SEO to look after it, maintain it and continually optimise this channel.
6. Google Loves Fresh Content
There are many examples of how Google looks favourably at ‘freshness’ and updated content. Studies show that updating your content and blogging regularly can help boost your rankings and traffic.
7. Stopping Prematurely is a Waste of Money
If you stop after 3 months because of poor results then your expectations were wrong at the outset.
The reality is, it probably takes a good 3 months for your SEO to fix past mistakes, do proper research and technical SEO and develop an ongoing plan.
8. Stopping and Starting Can Raise Alarm Bells to Google
Link velocity is the rate at which links are pointed at your site. If your SEO is helping you build links and then you stop, this will ring alarm bells for Google and tell them that either your site is losing credibility.
Moz Google Algorithm Changes
Media Post – $65 billion Spent on SEO
Go Blogging Tips – Link Velocity
Romu Gaboriau – The Compound Effect of SEO
Search Engine Land – SEO is a Marketing Channel
Moz – Fresh Content May Affect Rankings