Keeping Your SEO Fresh
The work of an SEO is never over. Not only does a site require continual development in order to stay competitive, but the techniques and best practices update with equally frequent regularity.
It isn’t something that you need to be nervous of, but awareness is certainly a benefit. Search engine optimisation isn’t a linear story. Whilst there is a beginning, the middle and end are elusive. This is why it is so important to keep your SEO fresh.
By fresh, I mean you can’t get stuck in a groove. Yes, you might have been doing some great SEO work that has always gotten you results in the past, but that doesn’t necessarily mean that you’ll have the same good fortune going forwards.
Search engines and their algorithms are changing, which in turn influences how we optimise them. Most adjustments are only very slight and won’t make a jot of difference to how you perform SEO. However occasionally these small alterations build up and create something more substantial. This is where keeping an eye on industry commentary can be a real benefit.
So whilst you keep your skills nice and fresh, you shouldn’t overlook the freshness of your content.
Okay, so you’ve written all of your pages, but are they really as good as they could be? Perhaps they’ve been up for years and have never had a real spruce up. The search engines love fresh content; whilst you don’t want to be removing some excellent, keyword optimised content for no reason, if there is room for improvement, don’t be scared about making it.
New content doesn’t have to come in the form of changes to the static site copy. You can get brand new sections implemented across the site, which means extra pages and news rankings. The easiest way to do this is by including a blog.
Great for building confidence and links, a blog is also the perfect way to freshen up a site and make sure that the search engine crawlers keep coming back to index your pages.
If you don’t have the time to invest in creating and maintaining a decent blog, why not write some buyer’s guides. Again, these are great resources for your visitors, providing insightful and emotive content about some of your major lines. However it is also a way to bolster content, gain a ranking and improve SEO.
So keeping your SEO fresh is far from difficult. However, it does require a near continuous level of interest. The more time and effort you can dedicate to your SEO knowledge and the site you manage, the more you’ll get out of it.
Assuming that your work is done or that you know all that there is to know about SEO is a dangerous thing. As an industry and a process, SEO is still very much in its infancy. Even the leading experts will acknowledge that they are learning every day. You should certainly be no different.
