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What Do You Do When you Have Done Everything that You Can with SEO?
Sunday, May 11, 2008
Would you believe that there are some business owners who are just now realizing the value of SEO? Yeah I know it amazes me too. However if you are one of those businesses or sites that recognized the value of SEO in the beginning than you are probably well on your way to online success. So then the question becomes what do you do when you have done everything that your can with SEO?

Think You Know Everything Think Again...

OK so you've optimized your title tags and on-page copy. You've interlinked your site pages. You've built up links to your web pages, then what? Where do you go with your SEO strategy once you have addressed all of the fundamentals? Well the answer is it depends. It depends on your site, it depends on your site goals, it depends on your business model. Just because you have optimized your meta tags, obtained some links to your pages and have developed content for your users, does not mean that the job is over.

An effective SEO strategy is on-going. You cannot rest on your past accomplishments in the online world. Try it and see what happens. You're bound to drop in rankings and may have a tough time getting them back. Competition in the real world is fierce, in the online world it is even worse. Competitor sites, blogs, forums and even social networks are popping up all over the place. While you may have done well with your SEO strategy in the past, you need to continuously refine it to enjoy success in the future. So if you feel like you have accomplished everything that you can with your SEO strategy, chances are you haven't.

Five Factors for Long Term SEO Success
  1. Keyword Refinement - So long as search is based on keyword queries (which will be forever) you need to revisit your keyword baskets on a continual basis. Depending on how many keywords you need to focus on, you'll want to review your keywords every four to five months. Keyword research should be on-going.

  2. Improve Quality of Links - Everyone thinks that you need to have thousands of links to do well in the search engines. Well the fact of the matter is, you just need to have a decent amount of quality links that help improve the relevancy of your website. Quality is more important than quantity. Improving the quality of your link inventory also needs to be on-going so long as search engines such as Google use a linking component in their algorithms.

  3. Content Development - If you look at your site today, do you honestly think that you have the perfect site consisting of the perfect content that your audience is looking for? You would be naive if you answered yes. Fresh, informative content is what your site visitors are looking for. The competitive landscape of your industry changes, as a result your audience will be looking for product updates, pricing updates, recent industry statistics, and timely news to help them make a decision about purchasing your product or service. As part of an effective SEO strategy, you should be continuously be working on content for to satisfy the needs of your audience.

  4. Plan for Change - Technology evolves at a staggering rate. What's hot today, will become dated in a hurry, sometimes even in months. As a result, you'll want to plan for change. Whether it will be for your next site redesign or simply for the launch of a blog or micro-site, part of your SEO strategy should be planning for change.

  5. Determine/Allocate Budget for SEO - Many business plug the majority of their online budget into Sponsored campaigns. Remember that SEO can be a much more cost effective way of generating visibility and traffic to your site. Be sure to allocate budget for SEO and not just for paid advertising. Budget may be required to hire an additional person or team to manage your organic campaigns. SEO budget can also be used to hire an outside firm to help drive your SEO strategy and implement tactics needed for success.
Many suggest that search engine optimization is going the way of the Dodo, that SEO will soon be extinct. No that's not true SEO will simply evolve as will online marketing efforts. Maybe we won't call it SEO, but "search optimization" will always be there so long as advertisers work to understand their audience and their intent. Think you're finished with SEO? Think again.

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posted by Jody @ Sunday, May 11, 2008  
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Name: Jody
Home: Kelowna, BC, Canada
About Me: SEO guy by day, family man 24/7.
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