Your SEO strategy is at the core of your success in search engines results pages (SERP), industry directories, and social media. Continual algorithm updates can make this part of your marketing seem like it needs the most attention.
This can come at the expense of the other vital parts of your business, such as providing greater value through your products and services.
SEO professionals know that it is their job to monitor and adapt to the frequent changes that impact the results of your campaign. But how much should you, as a business owner, worry about?
Long-Term Best Practices
Despite the changes in SEO, the functions of the fundamental practices remain unchanged. These provide the framework that successful SEO strategies must be built upon no matter what industries they’re in.
These long-term best practices can be set up and monitored easily from the early stages of the business. Establishing strong link profiles and ensuring that tags and meta data are properly implemented are just a small part of this level of SEO.
These and other factors are always in line with the goals of search engines.
So they support your results despite many of the algorithm updates and continue to give search engines what they need to provide the best results for users.
Change Happens
Google and other search engines are constantly fine-tuning how they rank websites. For example, the values placed upon social media and engagement trends have changed over time.
But other elements of your business can impact your SEO strategy, such as the changing needs of your customers.
Also, the nature of algorithm updates has moved to a slower rollout that makes it difficult to determine which ranking factors have been moved front and center and which ones now have lower value.
Having an SEO professional on your team gives you the ability to stay current with these changes as they provide valuable analytics to determine what you actually do need to worry about.
This saves you time and money you might have spent going down SEO rabbit holes.
Quality Control
Google’s primary service hasn’t changed. It provides trustworthy content that’s relevant to the user’s immediate needs—and fast.
Any changes that can improve this service will be tested eventually. Aligning your goals and with this fundamental process is the best approach for long-term success.
Your SEO professional team member can monitor the constant shifts in the algorithms.
They make the adjustments needed to adapt to changes in the search engine’s use of keywords and the updates it makes to platforms Google+ and Google Places.
They can continue to provide the data you need even as Google updates the user information it provides through its analytics platforms.
An SEO strategist is critical in helping you understand and respond to the changes that you should be paying attention to.
These changes can be optimized to your advantage, and you need to be aware of them as soon as possible.
You can’t ignore the changing SEO landscape. You still need to be responsive over time so that you continue on the path to reaching your marketing goals.
But these shouldn’t be your priorities as a leader in your organization. Your SEO strategy must be a part of a comprehensive strategy to optimize other factors related to your business including your brand, sales process, and customer feedback.
This lets you maximize your results and streamlines your growth as you continue to improve your rankings over time.
If you’re still not sure what parts of your SEO strategy need the most attention, let us know in the comments below so we can help you determine where to invest your efforts for the greatest return.
