The one thing you can expect from search engines is that they are
always changing. What worked well last year, or even last month, may not be the
case today. If your company is not taking a proactive approach with online
marketing and SEO, you can bet your competition is. The following tips will
help you get back in the game.
Integrate Your Online and Offline
Efforts
Gone are the days of separated marketing departments. In order to
be truly successful online and offline, your SEO, paid search, social media,
content marketing, etc, all need to work together in order to create a total
brand experience. Your online presence influences your sales, and your sales
have an impact on your online reputation.
You Do Not Own Your Rankings
Ultimately, what Google thinks, goes. Therefore, while you may
achieve a high-ranking status, it is not yours to own. It is essential that you
continuously work to give Google a reason to respect your business, and be
careful not to fall into the rut of only focusing on new traffic. Do not assume
that your current rankings will remain forever. Rankings change all the time
and losing your search engine rank could put a huge dent in your traffic. Make
sure that you are constantly working to maintain and improve your position.
Consult an SEO Expert before
Making Site Changes
When making any type of changes to your website, be sure to
include an SEO strategy. Even minor changes can quickly kill your traffic. With
reduced traffic, you will see decreased sales. Your SEO expert will make sure
all necessary redirects are put in place, page URLs are defined, meta
descriptions and title tags are appropriate, and duplicate content is avoided.
As long as these migrations are properly completed, you will avoid any
penalties and decrease in traffic.
Effective Plans Take Time
One of the biggest things to remember is that SEO is not simply a
piece of the pie, rather it is the entire buffet. A good SEO strategy should
not only be making one-time changes to your website. Rankings cannot be easily
manipulated or “fixed” and an effective strategy requires long-term, continuous
efforts.
Everything regarding your brand is connected, and when a change is
made online or offline, the effects are felt everywhere. It needs constant
attention and ongoing work. New forms of technology are constantly being
created, therefore the way people are searching is constantly changing. Make
sure that your business is staying ahead of the game.