When a new website is created, the first goal is to squeeze it into a place among all the other similar websites in the search engine indexes. The next goal is to attain the highest position possible within the ranks of similar websites. In each case the mere presence of a new website causes others to lose their position as they drop to make room. At least some, if not all the displaced sites will strive to make up lost ground. Therefore, SEO becomes an ongoing requirement. As soon as the effort is diminished, competitive forces will cause an unattended website to lose its standing in the search results. The key to success is to find ways to increase the frequency of search engine robot visits.
Hypothetically speaking, if a search engine visits a website and finds no changes in content from the previous visit, it will return in 30 days. If it finds content changes, it will return in 15 days. If it finds changes after 15 days, it will return in 7 days, and so on and so on. The frequency of robot visits might be greater or less than described, but the concept is essentially the same.
The ongoing SEO effort includes the following:
- Test website performance to confirm all files are loading properly
- Revision of seen and unseen content (meta tags, alt tags, H1 tags, etc.)
- Monitoring of competition – Are potential visitors being hijacked?
- Statistical analysis of website traffic data – recommend/make changes where appropriate
- Dramatic changes in the # of visitors
- Bounce Rate
- Time on site
- Pages per visit
- % of visitors to registration page
- % of reg. page visitors that convert (submit registration)
- Direct vs. search engine vs. referral traffic
- Solicit voluntary (non-paid) links from other websites
- Post blog entries with website links
- Compare performance between similar client websites.
- Identify and respond to inconsistencies.
- Observe and adjust to changes in the Google search algorithm.
- Follow SEO blogs and act on new techniques.