4 Reasons Why Search Engine Optimization is an Ongoing Process

High-speed internet is an ongoing service which requires recurring payments – you get that. You even understand why your business has to pay to replenish office supplies on an ongoing basis.

But there’s one thing you can’t come to terms with.. Why is search engine optimization an ongoing process?!

In a time where it seems everyone’s trying to squeeze recurring payments out of customers, for some services, it really does makes sense. Here are 4 reasons why search engine optimization is in fact an ongoing process.

1. Search engine algorithm changes.

Did you know that Google is estimated to make from 500-600 changes to their search engine algorithm.. Per year?

This algorithm is what determines which website pages rank for different queries and in what order. While many of these changes go unnoticed by webmasters, some are a bit more dramatic.

For example, in 2015 Google announced that they would increase the importance of mobile friendliness in the algorithm:

[su_quote]Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.[/su_quote]

In January of 2017 Google cracked down on “intrusive interstitials” with a penalty to combat aggressive website pop-ups.

Without ongoing search engine optimization, websites risk being punished by new search engine penalties and falling behind on algorithm changes.

2. New competition.

It doesn’t matter what industry you’re in – there’s constantly new competition popping up across the web. One day you may be ranking quite well for a keyword, and the following a competitor has surpassed you with a highly trafficked piece of content.

If a new competitor has emerged or a larger company has decided to target your keyword, your business faces a decision: attempt to squash them or move on to a new keyword.

The sooner you find out, the better, as it’d be regrettable to waste your resources on a lost cause.

3. The shifting market.

Are you going to wait to learn about new market shifts through the grapevine? You can listen to trend speculations all you want, what real people are searching on the internet shows where your industry is heading.

For example, imagine you run a financial investing company. If you’re receiving reports that a keyword like ‘financial advisor app’ is being used far more in search queries than ‘financial advisor’, it may be time to look up an experienced mobile app developer.

4. Topical authority.

It’s no longer effective to use the same keyword in a few blog posts. Search engines favor websites that cover multiple topics in-depth.

This means that in order for your website to rank in search engines, you should approach keyword optimization like this:

1. Conduct keyword research.

a. Find broad keywords you want to rank for (i.e. financial planning, retirement planning).

b. Narrow in on more specific keywords within the broad keyword categories (i.e. where to find a financial investor, retirement investment account).

2. Create multiple blog posts to target each specific keyword.

3. Promote blog posts on social media.

4. Measure results.


Effective search engine optimization always involves ongoing efforts. Unfortunately, a yearly keyword audit just don’t cut it anymore. With the right approach and patience, you’ll find that the rewards will be great for your business: both online and off.

For more info on web design and marketing, check out the following articles.

Salena is dedicated to creating quality content unique to each client. Besides writing, she assists the team in executing inbound marketing campaigns, social media updates, and search engine performance monitoring. To occupy her free time, Salena enjoys reading, cooking and drinking coffee.

View all posts by Salena Poussard

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