I talk with clients all the time about ways to optimize their websites for increasing their positions in search engines. At Tribute Media, I hope it's obvious, we provide search engine optimization (SEO) services for our clients so that they can better be found on the web. But, we also do a lot of consulting (for a fee) and teaching (for free) on the subject.
Often, I get the question, "Well, can I just have you optimize my website now and then, in a year, optimize it again?"
The short answer is, "No."
That question supposes that SEO is a one-time event. It isn't. SEO is something that requires constant attention. Because your website visitors don't want to see the same content over and over again, search engines don't want to see the same content over and over again. They want to see that you are current and relevant.
In my post titled, "Ten Ways To Increase Your Website's Performance," the second item on the list is evolving content. This evolving content provides the search engines with new pages of new content to index on your website. This provides your website visitors options to search for.
The reality is, you never know how people will find you. You never know what search terms they use.
One simple example... I started blogging in 2007. One of my first blog posts (before I founded Tribute Media) was a bagging on people that use generic "Dear Valued Customer" letters. While I since have taken down that blog, my blog spent the next four years at the top of the search engine for the search term "Dear Valued Customer." I don't know why people would search that term but I would receive an average of 3 hits a day for that search term.
In my example here, I didn't end up getting any new business out of my post because the term wasn't relevant to what I was selling. But, the fact is, you never know what term will stick and suddenly become effective for your marketing efforts
SEO is a constantly moving target. It's a race that you are in with your competitors and you have an opportunity to get out in front and take the internet by storm. Don't just set it and forget it or you'll be missing out on more opportunities than you'll ever know. (How about that for too many metaphors in one paragraph?) As you are sitting and waiting for your potential clients to come and find you, your competitors are working to provide search engines with more, varied content to index and feed the hungry masses.
Corey Smith is the founder of Tribute Media and serves as the Digital Marketing Strategist. He is also the author of "Do It Right: A CEO's Guide to Web Strategy" and "Tweet It Right: A CEO's Guide to Twitter."