We can go on for days talking about digital marketing. And SEO is one of the most common digital marketing strategies that generate the highest traffic to your website. SEO is all about ranking your website high on search result pages for keywords or search terms related to your products or services.
SEO is not a set-and-forget digital marketing process. If you want to stay relevant to your potential customers on search engines, then you need consistently work on SEO. This is because you need to respond to the rapid changes in the search engine space where search engines like Google make thousands of updates to their algorithms.
You will start losing organic search traffic and fail to sustain your rankings if you choose to stop SEO. I understand that you’re concerned about your cash flow and want to make more money from your business. But you need to understand that SEO is all about exponential growth. Put in consistent effort and enjoy the return of your investment in the long run.
Did you know that people do some type of research online using search engines before making a large purchase?
68% of online experiences begin with a search engine. It’s like two-third of the entire online space is dominated by search engines.
Do you want to miss out on this?
I have to agree that email marketing has the highest ROI compared to any other digital marketing strategy. But to be successful with email marketing you need to build an email list and constantly educate and nurture your subscribers and convert them to paying customers.
When people land on your website from search engines, they are more likely looking for the solutions you offer to their problems.
On the other hand, you need to continuously maintain and improve your SEO campaigns because your competitors are actively working on their SEO as well. Even if you’re in a unique industry, you will have competitors looking to increase their market share.
So, let’s dive deep into the reasons why SEO is a continuous process…
Search Engines Continuously Updating Algorithms
We are not talking about Google (though it has a 93% market share of search engines). Major search engines like Bing, Baidu, and Yandex are also constantly updating their algorithm to provide the best search results for their users.
With the huge number of websites competing for the top spots for highly searched keywords, businesses are looking to improve their SEO strategies to create an advantage over their competitors.
With the increase in “black hat” SEO practices, search engines had to make continuous changes to their search algorithms. They want to get rid of deceptive and unethical SEO practitioners.
And that’s why Google made major updates like Panda, Penguin, Hummingbird, Rank Brain, BERT, and Core Updates. These updates have helped Google to rank the sites that are high in quality and relevant to users’ search queries.
If you’re not making changes along with Google’s algorithm updates, your site may get affected in terms of search rankings and organic search traffic. Avoid getting hit by major updates as it will take more time to recover and establish your search presence.
Because of this, it is essential to run your SEO campaign continuously and make changes to your strategies based on the algorithm changes. This will keep your site relevant to search engines.
Maintain Authority and Credibility
Maintaining or increasing your search traffic share can improve your business growth and revenue. I’ve conducted a study on one of our test sites and found that the search traffic reduced by 30% within 6 months once the SEO efforts were discontinued.
Do you know what is the main reason for the reduced search traffic when you choose to stop SEO efforts?
Your web pages will start to fluctuate in terms of search ranking. A huge fluctuation will result in low authority and credibility. This leads your web pages to end up in the SEO graveyard (listed on the 2nd page and beyond).
You seriously don’t want this to happen to your website right?
Discover new keywords or search terms related to your business
Prabhakar Raghavan from Google’s search engineering team has explained that 15% of daily search queries are ones that have never been searched before. And there’s no historical data for them.
As Internet Live Stats indicated that 3.5 billion queries are searched every day, which means almost 525 million search queries are brand new.
Do you want to miss out on the huge number of opportunities waiting to be revealed?
Once you stop your SEO efforts, you’ll be pushed down to the bottom and you need to start over everything from scratch.
When you consistently work on your site’s SEO strategies, your site will appear for new search queries relevant to your products and services. As long your web pages satisfy the search intent of your visitors, you’ll be able to continuously dominate your niche and acquire more paying customers.
Beat Your SEO Competitors
You need to clearly understand that you’re not the only one looking to rank higher on search engines. Even your competitors are working hard to dominate the SERPs.
When you stop your SEO campaign, your competitors will be happy to put in more effort to snag your search rankings. You don’t want your potential customers purchasing products and services from competitors.
No matter how much you argue that you’re dominating your industry and you don’t have to worry about competition, trust me someone will just pop up from nowhere to take you down.
That’s why you need to have solid continuous SEO strategies to stay competitive in your industry. You need to stay ahead of your competitors even if they are not competing with you in SEO.
Don’t be careless and always be ready to double down on your SEO efforts.
The Business Environment is Continuously Evolving
Businesses evolve over time. The rapid growth in technology is changing the way businesses are operating. The world was hit by the Covid-19 pandemic. The businesses that heavily relied on retail stores had to shut down and made huge losses.
A lot of businesses shifted online to survive. It has become more important than ever for businesses to be online and continuously serve their valuable customers. Because of this, SEO has become one of the most important digital marketing strategies for businesses to reach the right audience.
Only continuous SEO efforts can make the right changes depending on the current situation to amplify organic search traffic. The data gathered through continuous SEO implementation will help you re-optimize your site to stay strong and relevant on search engines.
If you’re continuously putting in the right work for SEO, you don’t have to worry about the changes in the business environment. Just stay focused on generating organic search traffic that your business deserves.
Just mark my words.
SEO will still be relevant to digital marketing in the next 50 years. As long people are actively searching for solutions to their problems, search engines will exist. But the way search queries are being made and the results produced by search engines may go through drastic changes with artificial intelligence.
SEO is not difficult.
You just need to understand the fundamentals and prioritize the right tasks that will continuously generate revenue for your business.
Are you working on your site’s SEO efforts consistently?
I would love to hear from you on the benefits and opportunities you’ve gained for being consistent with SEO!