Whether you need ongoing SEO services is an ongoing debate by professionals – find out more.
In an ideal world, you could build an SEO-friendly website with a Search Engine-friendly content management system, insert your keyword naturally and organically into the copy, pay for quality link building without needing ongoing SEO services. Unfortunately the commercial reality is that optimisation of a website requires maintenance but the question is do you bring this in-house or pay for an SEO consultant to maintain your website?
Ongoing Changes By Search Engines
Ongoing SEO services may be required by companies who want to edge ahead of their competition simply due to the constant changes made by Search Engines such as Google who is always trying to bring out new and innovative products to improve the integrity of search. In 2011 alone, Google has released the Google Panda, Google Fresh and Google Caffeine algorithm update in late 2010.
Search Patterns Change
Search patterns may change over time and people may be using different terms to find your products via Search Engines. It is best to monitor the keywords people are using to find products and services such as yours by looking at Google Analytics, social media trends, competitor research, keyword ranking tools and so on. It is important to stay abreast of what matters in terms of search habits and find new keyword opportunities.
Not Enough Resources
Some companies can’t justify the expense of ongoing SEO services but at the same time do not have the necessary resources to look after optimising their website in-house. Research shows that SEO is seen by some as the most important small business marketing channel. It should be viewed as part of your profit, not part of your costs. It may be false economy to take SEO back in-house if you do not have the time or staff to maintain websites.
Failure To Implement Recommendations By SEO Experts
One of the reasons why rankings can slip after hiring an SEO company is that some marketing teams fail to implement the recommended changes. This may be simply due to time restraints or some clients may believe the changes are not really necessary thus undermining the efforts of consultants. The best optimisation recommendations in the world can be given, but if they aren’t implemented properly, then they’re pointless.
No Focus On Fresh Content
The recent algorithm updates by Google shows the increasing weight in search algorithms for fresh, original and recent material. This has always been important but more so now than ever. Content needs to include relevant keywords so that it meets the objects of your overall SEO strategy. This is made easier with ongoing SEO services and making website optimisation a long term priority.
No Focus On Link Building
Link building is a very important component of SEO – all things being equal, when two web sites have similar structure and content, the site with the best links from quality websites will be served up first. Working with an SEO consultancy can help you create a quality link building profile but as per best SEO practice, this needs to be maintained. There are always new link building opportunities to be found for your website.
Lack Of Understanding Of Google Analytics
It’s important to tie in SEO with marketing goals but you may not have got a good handle on Google Analytics and how it can improve your online revenue. From looking at traffic referrals to finding new keyword opportunities to setting goals and funnels for your site, SEO consultants have the know-how and experience to be able to monitor reports and help companies to make smarter decisions about what’s working and what’s not.
There is no finish line with SEO so while you are resting on your rankings, your competitors might be paying for ongoing optimisation and finding new and more relevant keywords, better link building opportunities and other ways to tweak their campaigns by expert consultants. If you would like to find out how our ongoing SEO services can increase your odds of long term success, contact the experts at seoWorks.