Inbound Marketing Blogfor Manufacturers and Healthcare Companies
What is Ongoing SEO and Why is it So Important?
SEO (search engine optimization) optimizes your website to rank well in the major search engines such as Google, Bing and Yahoo! SEO is imperative to online success because of the following statistics (courtesy of Search Engine Journal):
- 70-80% of users ignore the paid ads, focusing on the organic results.
- 75% of users never scroll past the first page of search results.
- SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
SEO is not a one-time endeavor that your business can check off a list and never have to worry about again. Instead, it demands continuous attention to reach its maximum potential and to remain an effective tool for your business. This is where ongoing SEO comes into play.
Ongoing SEO analyzes the results of the services initially provided to make sure they are working. Many firms use tools like Google Analytics, MySEOTool, Moz tools, and more to review their activities and then use them to provide continuous SEO improvement. For example, here at p80, we provide ongoing reporting, recommendations, and modifications to ensure that our client company’s traffic and visibility see continuous improvement.
You may be thinking to yourself, “Hmm… My business already paid for SEO services when we created/upgraded our website. We’re already optimized so we don’t need ongoing SEO services.”
This is where you are wrong. Here is why:
Someone needs to monitor the results of those SEO services your paid for:
Yes, you have been optimized, but how well are those tactics that you have already invested in working? You may have some of your original SEO work performing poorly when you should be spending time on another tactic. Some of your web pages just may not be performing well SEO-wise and need to be modified. Ongoing SEO services can compare strategies and determine which one performs better. Through ongoing SEO you can make the adjustments necessary to ensure that your links stay on the first page of search results.
You competition’s SEO tactics have changed since you implemented your tactics:
If your competition is working on its SEO, you better be too! Your competition could start outranking your business on search result pages, costing your sales. If your competition starts ranking for keywords that you used to rank for then changes need to be made. This is where ongoing SEO comes in to keep you ahead of your competition.
Search Engine algorithms are always changing:
Most savvy Google users know that the company is always trying to improve its services and grow its market share (which is currently at an astonishing 67.3%) These changes include the algorithms for ranking websites. According to Moz, Google changes its search algorithm approximately 500-600 times each year. Most of these changes are insignificant, but some are major changes that affect search results. Accordingly, any successful results of SEO work done in the past can be negatively affected, making ongoing SEO even more important for your business. We stay up to date on all of those changes so you don't have to.
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How to Audit your Online Marketing
If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.