The very purpose of SEO goals are high ranking in search engine result pages (SERPs). Web sites are always competing with each other and more active competitors occupy the top positions instead of passive sites. Therefore, one needs to constantly develop its website and increase its relevancy.
“A holy place is never empty”
Here it must be understood that by themselves, someone always occupies the first positions in search results on commercial topics. Therefore, if not you, then your competitors receive quality visitors or potential buyers. Hence, once having occupied high positions in the search for targeted queries, the site will be constantly subjected to harsh punishment from the not so successful, but working competitors.
Maintaining high positions is usually easier than promoting a site from the bottom to the top. It is even more offensive when, having conquered them, the web resources stop developing. The owner makes a mistake, deciding to save on SEO – and thus deceiving himself. We at SKARTEC believe that our goal is to be positioned in the first position for all customer-related queries in all major search engines. Naturally, the goal is utopian and unattainable in reality, but the pursuit of this maximally high bar gives long-term growth and maintenance of the site in the search that gives an incentive to never stop and not relax.
SEO is a powerful but inert tool
And this has its pros and cons. SEO is fairly compared (or correlated) with search engine marketing or PPC (pay for click advertising), for example, Google AdWords. Both digital marketing tools are related to search, forming together SEM (Search Engine Marketing). Moreover, the cost of SEO and SEM are interdependent, they balance each other. The client always chooses what to invest in, and, as a rule, chooses cheaper and more effective methods, increasing competitiveness and increasing the entry price. Moreover, the surest strategy is not to choose between these two tools, but to use them together, complementing and enhancing the effect of advertising in the search.
If you compare SEO with the PPC, then by paying for clicks in Google Ads, you can get visitors to the site on any given day. While promoting a web resource using SEO we are always waiting for the reaction of search engines to changes and also website optimization. SEO works are always time-consuming: as the website content is being built up, the website being promoted is becoming more and more popular among other network sites, and, as a reflection of these events, search engines are redefining its chances for high positions.
At the same time, modern high-quality SEO is always improving the quality of a site: working with conversion, analytics, optimizing behavioural scenarios and, as a result, increasing the conversion of a website from all its visitors from all possible channels, including search engine marketing.
And when a company receives targeted traffic and sales as a result of well-conducted, for example, 6-12 months of Search Engine Optimization, it will continue to receive traffic, even after stopping SEO – and, possibly, for a rather long time. After all, the SEO effect is as inert as the growth of the site’s position: search engines with a delay will notice the absence of targeted SEO changes and will respond to it with a delay. But the right decision would be to update the targeted queries, expand the semantics and continue with Search Engine Optimization, allowing the “pot to cook further.”
Benefits of Continuous SEO Work
In addition to supporting and increasing the position of the site for targeted search queries, there are other important advantages arising from the features of the search engines.
Search engines are constantly improving their mechanisms, trying to improve the quality of search and user experience from interacting with them. These mechanisms – algorithms – are a set of criteria and rules on the basis of which search engines decide who will be higher and who is lower. Professional SEO companies are always in the track of such changes, and constantly promoted sites are brought into line with changing algorithms and hence do not lose their relevance.
On the other hand, the interests of the audience are also not constant, which means that the semantics will also change. Therefore, both the site and its SEO optimization must change in order to reach the audience.
It’s always good when the site contains a lot of useful, necessary, relevant content to the interests of the user (that is, containing key topics). Therefore, constant work on the creation of quality content will increase the efficiency and usefulness of the resource, thus expanding its semantics. At the same time, it is important that the SEO specialist must take part in the work on the content so as to include keywords in the right places and proportions. This will help such websites get into the SERP and develop quality traffic.
Also, the importance of a website on the network increases with the number of links to it. Search engines take this important ranking factor into account, and the more high-quality natural links that lead to a site, the higher its position. We can definitely say that the better natural links point to the pages of the target site from significant and high-quality resources, the better for it. Therefore, the targeted work of SEO specialists is to build link mass making sense to carry it out constantly.
Use SEO as a tool to attract an audience on the site wisely and do not stop there. A site, like a business, cannot stand still – it is either developing or fading. Be closer to your audience, study their interests and work on to ensure that your web resource is focused on it, attracts and converts it.
Remember – everything is achieved by constancy and this is right about SEO!