News & Insights


Why SEO is an Ongoing Process

pwd staff OLIVER WOOD
Oliver Wood

|11th August 2016

SEO would be a one-time task in an ideal world.

An organisation builds your site and optimises the content for your target keywords. Then with a bit of promotion your site starts to rank at the top of the search results. If only this were possible you would be getting an excellent return on your investment.

But unfortunately this is not the case.

Even if your site ranks for some of the most competitive keywords in the industry, there is no guarantee that it will stay there for numerous reasons. Search engines are constantly changing and competitors are doing everything they can to overtake your site in the search results. So your business needs to adapt accordingly or risk getting swept away.

Here we look at why SEO needs to be an ongoing process for your business.

Search Engines Are Always Changing

How many times a year do you think Google changes its ranking algorithm?

10 times?

50 times?

100 times?

Not even close.

Google is known to change its algorithm 500 to 600 times a year with the occasional major update that significantly affects the search results. Why does Google update its algorithm so many times? Because people are constantly trying to manipulate the rankings in their favour. So updates are released to combat spam and reward sites that focus on user experience.

Updates are also released to consider the latest trends in user behaviour.

As smartphone usage exploded over the last decade, Google had to release an update that makes mobile-friendliness a ranking factor. So if your site is not optimised for mobile devices it will not rank as high in the mobile search results.

This is why SEO requires an ongoing investment. It keeps your business ahead of the curve by adhering to the latest best practices.

Competitors Are Evolving

The competitive landscape is also constantly shifting.

Competing sites that were previously nowhere to be found could now be outranking your site. Simply because they devoted more resources to their SEO campaign. And this exact scenario can easily happen to you if you decide to put a stop to all marketing efforts.

Social media is a prime example. Many businesses initially overlooked networks such as Facebook and Twitter, and merely saw them as fads that would eventually fade out. But now those platforms drive a great deal of online traffic. Businesses that implemented social media early on had a major competitive advantage as a result.

You can bet that your competitors are using other tactics to gain an advantage in the search results. And falling behind means losing potential sales.

Implications For Business Owners

So what does this all mean?

An ongoing SEO campaign is a must for business owners. Search engines are constantly changing so you need to adjust your strategy accordingly to adhere to the latest best practices. Competitors are also doing everything they can do to gain an edge in the search results. As with any form of marketing, you need to look at the bigger picture and invest for the long haul.

SEO consists of the following aspects:

  • Content optimisation
  • Competition analysis
  • Link building
  • Market research
  • Reporting and review

While some tasks can be done at one time, others such as link building need to be done on a regular basis to maintain search engine rankings. With so many different factors at play, rankings are not guaranteed. Your site could be in the top positions one day and nowhere to be found the next. This is why SEO requires a long term approach to be successful.