SEO, Why It’s Not a One Time Thing
Rebecca McIntyre
Head of Operations
6 Jul 21

Search Engine Optimisation (SEO) processes can help your website rank highly in search engine results. Unfortunately, it is not a one-and-done process that will lead to ongoing ranking success. When your website is built with SEO in mind, you may indeed see a boost in your rankings – at first. But, without an ongoing SEO strategy and process in place to respond to marketplace changes, you won’t be able to sustain those initial high rankings.

If you want your business to survive the online digital world, you need to maintain a continuous and regularly maintained SEO campaign and these are the factors to take into consideration.

  1. Your competitors perform continuous SEO too
  2. Search engines continuously change algorithms
  3. Continuous SEO maintains your page rankings
  4. The Online World is continuously evolving
  5. Changes in search user behaviour

Your competitors perform continuous SEO too

In the digital world, it’s wise to assume that your competitors are using their own SEO Tools and services to enhance their own search engine optimisation process. Millions of websites compete for placement within the first few pages of a search engine query. More importantly, it’s likely that a dozen business in your local market is targeting the same visitors and promoting similar services within the same geographical area.

Search engines continuously change algorithms

Search engines like Bing and Google are constantly evolving and constantly updating how they evaluate and rank websites for their search results.

Due to an increased number of websites wanting to be competitive by using SEO strategies, search engines are continuously changing and improving their search algorithms. Updates like Google’s Panda, Penguin and Google Mobile update have affected most websites across the digital world.  

When these updates are launched, they launch quickly and may affect your already established search ranking. Because of this, it is imperative that you have a continuous SEO campaign that focuses on constantly updating your strategies based on the updated changes. This will keep your websites as search engine friendly as possible.

Continuous SEO maintains your page rankings

Your website’s ability to achieve a high ranking within search engine results depends largely on your SEO strategy. Studies conducted around SEO ranking of businesses who discontinued their ongoing SEO campaigns or did not continue SEO after their website was built, found page rankings drop by as much as 30%. On the other hand, businesses that implemented and continued with their SEO campaigns were rewarded with an 18% increase in their top page rankings.

The digital world is continuously evolving

The digital marketing and online world is continuously evolving. New technologies are churning out new gadgets, products, programs, and services, all of which prompt online users to search for them using new sets of keywords, or variations of existing ones. The set of keywords you targeted at launch may have produced good SEO results then but may not have the same kind of impact now, given the constant changes.

Because of this, SEO should be a constant and continuous process of research, re-evaluation, and re-optimization, particularly with regard to the keywords you are targeting in your campaigns. This research will ultimately yield insight as to which keywords and phrases are relevant, and which are not. With that information, you can re-optimize your site for the ongoing results you are aiming for.

Changes in search user behaviour

Just like the products, websites, and content found online, search engine users are also evolving and adjusting their search behaviour. A particular keyword or keyword phrase that has been popular in the past may not have the same effect today. You may lose out to competitors who are now targeting a new set of keywords while you continue to stick with your less-effective keyword set. Staying current requires re-validating the efficacy of your keywords through the latest keyword research. That’s why SEO is a constantly changing and evolving entity – which should be matched by your SEO strategy.

An SEO strategy that is constantly being reviewed and evolving to meet the ever-changing demands of the digital world really is critical for any business. If you are confused as to what you need to do regarding SEO or have any questions are your current SEO strategy or need one, please reach out to BoomNow to have a discussion on what is best for your business.