Once you’ve analyzed the competitive environment online and conducted keyword research and selected the most relevant keywords that generate traffic, the first phase of an SEO campaign is on site optimization. The on site optimization process involves implementing these selected keywords into the body content, meta tags, and customized URL for each page of content. This helps tell the search engines what your website is about, so that it can be ranked accordingly. The on site optimization process can take anywhere from a few days to a few months to complete, depending on the size of the website. Once it has been completed, the SEO campaign is really just starting to get underway.
An SEO campaign is never ending. It’s not like a traditional marketing campaign to promote a new product or service that has a definitive beginning and end. Optimizing the website is really just the start of something much greater. Getting noticed by the search engines takes much more of an effort than incorporating keywords into the website content. In order to get your site ranked, it needs to convey to the search engines that it is trusted. This trust is conveyed by link building, which is the ongoing part of an SEO campaign. The goal of link building is to attain inbound links from relevant, quality sources. It’s a lot of work and takes time. While it’s true that link building becomes the ongoing focus of your SEO campaign, that doesn’t mean that you can just ignore your actual website. Link building will certainly keep you consumed, but you need to take the time to re-evaluate your on site SEO from time to time.
The ultimate goal of a business website is for it to generate conversions. When revisiting your on site SEO, take a look at your website analytics to find out which pages are performing well and which aren’t. What keywords are generating visitors to the page? If there seems to be a disconnect between the keywords that are generating visitors and the keywords that you were targeting, you may need to change your content in order to attract the right target audience members. Traffic is important, but if that traffic isn’t converting it means that you are generating the wrong kind of traffic.
The businesses that survive today are the ones that continually adapt to the needs of consumers. This means that your business offerings and business model will probably change more than once over time which means that your website content should be changing along with it. Anytime that website pages are edited or new website pages or added, you need to revisit keyword research and spend more time on on site optimization. Incorporating new keywords into the mix will help to deliver more targeted traffic to your site.
Another reason to create new content and to re-visit on site SEO is to build trust. The search engines favor websites that are frequently updated. If website content is outdated, it might no longer meet the needs of your target audience, and won’t be ranked as prominently. Fresh content that is optimized will attract the search engines and target audience members.
The rules of SEO are continually evolving and the search engine algorithms are always being tweaked. It’s important to have a website that stays up to date and follows SEO best practice at all times in order to build and maintain a positive search engine presence.