You’ve probably heard the term Search Engine Optimization (SEO) and may understand the basic premise: making your site and the content you publish easily discoverable and relevant to customers who are using search engines like Google and Bing.
So why, you may wonder, isn’t SEO a one-time effort? Why can’t we just set these things up on our site and forget about it? If my site ranks well in search today, I’m all set…right?
If we think of your site as a garden, then ongoing maintenance is the equivalent of tending it: eliminating weeds and making room for the flowers to blossom and vegetables to thrive. SEO optimization and strategy is an ongoing requirement because of the dynamic nature of the digital space and the significant boost that site traffic can provide for your business.
Google, Bing, and other search engines update their algorithms — the formulas and weighting they use to rank search results — constantly. In 2022, for example, Google introduced what they called their “helpful content update.” This change penalized entire sites (not just individual pages!) that included content clearly designed specifically to attract search traffic without offering real value to satisfy the “search intent” of a customer. As algorithms change, so must your SEO strategies and content.
The cleanliness of your site matters
Search engines look at technical aspects of your site when determining how high your site should rank in search. This includes, among many...
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