DW Tips

Why You Should Review Your Search Engine Optimisation Strategy

Feb 12, 2015 by Paul

Be seen.jpgOne of the biggest mistakes businesses make concerning search engine optimisation (SEO) is thinking that what they did in 2013 will suffice for 2014, 2015, and 2016. There are a couple of reasons this is completely wrong. 

First of all, there are not many areas of your business that you can ignore for years and still remain successful. Your competitors will eventually catch up and even pass you. SEO is no different.

And there's a good reason for that. Google releases new updates to its algorithm several times throughout the year and so to maintain or increase your website's ranking, you need to be constantly reviewing your SEO strategy.

For this reason, your 2013 SEO strategy does not apply to 2015. A recent Search Engine Journal article explains what will happen if you don't change your strategy:

"The SEO you do today can be solid and effective. It should even continue to provide value as time passes. But eventually, if you’re not actively maintaining and improving your optimisation efforts, you will find yourself losing the momentum that carried you to your current level of success. When you lose that momentum, you may still be going forward, but others begin to catch up."

In the worst case scenario, your outdated SEO efforts may even result in a penalty from Google, albeit unwittingly. Deliberately manipulating your keywords in a way which is unnatural just to try and increase your website's ranking (known as keyword stuffing) was accepted practice a few years ago, but now is likely to result in your website being penalised by Google. 

So, remember that SEO is still highly effective in terms of driving traffic to your website. But also note that SEO isn't static and best practices have changed greatly over the years. If you haven't reviewed your SEO strategy in a few months, then you're due for a check up. 

To talk more about search engine optimisation, our seo services, web design, or anything else, please contact us