SEO is like gardening.
It’s not as easy as just sprinkling some seeds down and calling it a day. All sorts of considerations go into planning—soil preparation, exposure to sunlight, drainage considerations, and so on. And that’s only the first step.
Even once you have a beautiful, blooming garden (or a robust, SEO-driven website), there’s upkeep to consider. Are you watering regularly? Pulling those pesky weeds? Protecting your precious plants from changing weather conditions?
SEO is the same way.
Even once you’ve established a winning SEO strategy, it’s not a task that you can simply set and forget. There’s tending to be done if you want to continue cultivating new business and enjoying a bountiful harvest of new buyers!
Why SEO is an Ongoing Process
Why isn’t SEO a one-and-done task, you ask?
Search Engine Algorithm Updates
Remember that the goal of SEO is to satisfy search engines, and search engines are continually changing.
Google and other search engines regularly update algorithms (for instance, Google Core Updates), affecting rankings. To stay competitive, websites need to adjust their SEO strategies accordingly, so everything's coming up roses!
User Behaviour Changes
Don’t forget—humans are ever-changing, too!
As online habits evolve, so do the ways users search and interact with content. Consider the uptick in mobile searches, for example, which has resulted in the Map Pack taking centre stage for local SEO strategy and small business branding.
A strong SEO strategy accounts for these changing user behaviours, progressing alongside them.
Competitor Activity
Your competitors are always refining their strategies, which means you must continuously optimize your SEO to maintain or improve your rankings.
If your competitor’s garden looks like the Palace of Versailles, you don’t want yours to resemble a highway median by comparison.
Content Freshness
Search engines favour fresh and relevant content (and readers do, too, by the way!).
Regularly updating and optimizing your site helps maintain visibility and relevance in search results.
7 Essential Strategies for Adapting to SEO Changes
Don’t have a green thumb? Here are seven ways you can make sure your SEO strategy is evergreen:
1. Monitor Algorithm Updates
A major search engine algorithm update that you’re not ready for can be akin to a devastating storm, capable of destroying your hard work in one fell swoop.
Like you watch your weather app, pay attention to the latest goings-on in the SEO world.
To stay in the know, subscribe to resources like Google’s Search and SEO blog.
2. Regularly Audit Your Website
Conduct routine SEO audits to check on your website's health and SEO performance. Fix on-page and off-page SEO elements like broken links, slow load times, or outdated content.
If you can’t find the time or it simply isn’t your thing, let us handle it—take advantage of The Brand Brew ®’s Quarterly SEO Check-Ins to ensure your site is always up to snuff.
3. Keep Content Updated
Nobody wants stale content. Your content (and copy) serves two very important functions: informing search engines and intriguing buyers.
Be sure to refresh old posts, optimize for new keywords, and ensure that all content is relevant and high-quality.
Not sure how to give your content the refresh it needs? Propagate SEO success with our copywriting service!
4. Focus on User Experience (UX)
Search engines reward websites with a seamless user experience, so give your site visitors the UX they deserve.
Prioritize mobile-friendliness, intuitive site structure, and website accessibility (among other UX best practices) to stay on top of SEO.
5. Stay Keyword-Aware
Keywords are heavy hitters in the SEO game; keeping them up-to-date is essential.
This involves conducting regular keyword research to identify shifts in search terms and trends and adapting your content accordingly. Don’t forget to lean on Google Search Console as your trusted advisor (and The Brand Brew ®, of course)!
6. Build Quality Links
Link building never stops! As your website and content library grow, ensure your internal linking strategy flourishes alongside them.
As for backlinks, continuously seek opportunities for high-quality links from authoritative sources to boost your domain authority. It strengthens your SEO and increases your chances of landing a spot in the Map Pack!
7. Leverage Structured Data
Farmers don’t just chuck seeds randomly into a field—their process is methodical, strategic, and organized. Your website should be the same!
Implementing schema markup and structured data keeps your website organized and helps search engines better understand your content. This can enhance visibility through rich results, improving your chances of standing out in SERPs.
Tend to Your SEO Garden with Confidence
A garden isn’t built in a day (that’s how the saying goes, right?), and neither is a winning SEO strategy.
Search engine optimization (SEO) is a long-term, evolving process, and businesses that commit to its ongoing nature will see sustained success.
That said, we know that you don’t have all day to sow your SEO seeds and work the fields, as it were. The Brand Brew ®’s SEO Website Audit is designed to scour your website and highlight what’s working and, more importantly, what’s not.
Let us show you which areas of your garden need some attention without disturbing the parts that are in full bloom. Book a call to get started!
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