Why Continuous SEO Matters

Have you ever wondered whether you need to pay for ongoing SEO? Maybe you’re thinking, “I’ve already optimized my website for SEO. Why do I need more SEO work?” While it is crucial to establish a strong foundation for your site initially, relying on a “set it and forget it” approach doesn’t typically lead to a successful organic campaign. Why? Read on to find out.

1. Search Engine Algorithms Change

It’s estimated that Google makes thousands of algorithm changes each year, constantly fine-tuning how their search engine system decides which results to display. While most updates are minor tweaks, some (around 10-12 a year) might have significant implications for how you should optimize your website and business listings.

What Google “wanted to see” in a website just five years ago has already shifted in a number of ways. A successful SEO approach stays informed about the changing digital landscape and adjusts its strategies accordingly.

2. Your Competition Isn’t Standing Still

New websites are created and new businesses formed on a daily basis. Chances are you’ll face new competitors pretty regularly. You may have held a top spot in search results for a while, but there’s no guarantee you’ll stay there as new competitors enter the scene and invest more time and effort into their marketing.

If your competitors’ newer websites are more user-friendly and they’re regularly publishing helpful blogs, chances are they’re going to start outranking you if you’re not investing in ongoing SEO. 

3. You Need to Stay Relevant

Having relevant and helpful content is a significant ranking factor with Google. If you don’t keep your website up-to-date, both users and Google might see your site as less relevant. Your content should be factually accurate and relevant to your target audience. Depending on the topic, Google might even favor “fresh” content, i.e., content that’s been published or updated recently.

4. Don’t Forget About Missed Opportunity Cost

While counting the cost of falling behind is important, don’t forget about the cost of lost opportunity. With ongoing and proactive SEO, you stand to gain much more than if you only pay for a single round of site optimizations. 

An SEO professional can regularly report on your competitors’ activity, create blog strategies for building brand awareness, coach you on optimizing business listings, and help you keep your website technically sound as standards rapidly change. With these efforts and more, you can expect a much greater payoff than if you settle for “set it and forget it.”

For more information on why you should consider ongoing SEO, check out this excellent resource by Ahrefs: “Ahrefs: Continuous SEO” 

Conclusion

In conclusion, investing in ongoing SEO helps ensure you don’t fall behind when Google changes its algorithm or when competitors step up their game. You’ll still want to build your website with sound SEO practices; and there’s nothing wrong with one-off SEO projects from time to time. But don’t underestimate the power of an ongoing, dynamic strategy designed to give you sustainable and scalable growth.