The Set It and Forget It Dilemma
Let me start by saying that almost all websites should be thought of as an on-going project; a living entity that will need regular check-ups to make sure it is functioning at its peak.
There is a tendency with many businesses and organizations to build a site and then leave it alone. I cannot think of any situations where that is a good idea. Some smaller, information only, sites may not need updates done very often, but even in those situations, there will be times when updates are required.
The most prevalent item that will need attention on a regular basis, will likely be your SEO or Search Engine Optimization.
What Is SEO?
SEO is a set of techniques and activities that are used to help your web site place well in search engines. The list of steps used to improve SEO are numerous and vary greatly in complexity and technical difficulty.
Some things that can affect your ranking include: site structure, user-friendly design, mobile friendliness, page titles, headings, internal and external links, page load speed, image tags, URL format, and on and on. There are literally hundreds or thousands of ways to help improve your site’s SEO.
If SEO Was Done Right the First Time, Why Do I Need to Change Now?
The problem with SEO, is that even if your SEO efforts achieved top placement yesterday, they may not do so well tomorrow. The major search engines, Google in particular, are always changing the variables on their end. These variables, known as their algorithm, determine where your site will show up in their results.
Google may make as many as 500-600 updates to their algorithm each year. Most of these are minor and will have little or no impact on your website placement. However, there are several updates each year that may have some impact and usually a few changes that can make a big impact on your placement.
So, even if you did an excellent job with your SEO efforts when you built the site, if it has been more than a year since you have done any checks or made any SEO changes, the chances are, you are not performing like before. It is possible that your rank has improved, but more often than not, the trend is usually in the other direction.
What Should You Do?
The first step would be to get an SEO audit done on your website. This audit will tell you where you could make improvements to your site for better SEO performance. With a good SEO audit in hand, you can make an intelligent decision about the need for SEO updates to your website.
If it has been a while since anything has been done to your website, we can provide your company with an audit of your site’s SEO, offer steps for improvement, and provide your SEO updates, if needed.
Contact us today to find out what we can do to improve the SEO on your site.