Performing SEO for your business

SEO stands for search engine optimisation and is the process of optimising your website’s pages, to improve their natural (or organic) rankings on search engines such as Google. It’s a set of practices that form a fundamental part of your digital marketing strategy, but the question we are most asked, ‘is when you can you stop doing SEO?’

The answer to this, is that you shouldn’t stop if you want to continue to perform well. SEO is a consistent practice that has two primary functions:

  1. To improve rankings in the search engine results pages (SERPs)
  2. To maintain good rankings in the SERPs

Let’s look at the first one.

Let’s say you employ the services of a digital marketing agency, to look after, among other things, your SEO. A good agency will benchmark your rankings before carrying out any work and will look at the effort required to meet your objectives and design an SEO strategy around this.

Month-by-month they will execute activity within the strategy to boost your rankings higher up the SERPs, to get ahead of your competitors. A listing within the first half of at page 1 is obviously the desired position.

Achieving good rankings for your pages takes time but increases your traffic, and subject to your website’s conversion rate optimisation, also increases conversions.

But getting to those spots is half the battle. You’ve got to stay there and if you drop the ball by slowing down your activity, you are likely to slip back down again.

Let’s now look at the second point.

Your rankings are based on the techniques you employ, but also how much effort you put in against that of your competitors. If one of your lead competitors is executing a strong SEO strategy with lots of regular activity and you stop your business’s SEO activity, naturally your competitor will outrank you.

SEO requires a consistent effort, to stay ahead of the game. The level of effort required can be determined by looking at the change in rankings month-to-month and what activity took place to assist that. You can then craft an ongoing strategy, incorporating the right level of action.

Getting SEO right

The conditions that determine SEO performance are somewhere changeable and are often ambiguous. For example, you won’t have full visibility over the level of effort your competitors are putting in. It’s also hard to directly attribute improved performance to a particular activity – especially as SEO efforts aren’t always immediate. But measuring your results on Google Analytics against your activity and conducting regular competitor analyses will help you to spot trends and patterns so you can tailor your ongoing strategy accordingly.

So, in answer to the question, you should never stop doing SEO, if you want to perform well in this area.

Do you need some advice on SEO strategy for your Kent-based business? Whitefish Marketing is an established digital marketing agency, with a wealth of experience in SEO and conversion rate optimisation. Call the team on 01303 720 288.

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