Customers often have trouble understanding why SEO is a work to be done on the long term and not only at a time T. Indeed, one often hears: "but once optimizations are performed, I can dispense your services...". ». Well the answer is 'No!', and here are 10 reasons.
1 : On-Site Optimizations
Reminiscent of the full operation of a search engine, you should know that when we make a change on its site, it is only valid until the passage of the search engine on your page. Indeed, the index page of your site is not instantaneous. Therefore, there is an incubation phase and the optimization of the results are not immediate.
2 : Consideration of links
The same problem arises for valuable backlinks (links pointing to your site). Between the time you realize it and when the link is taken into account, it may take some time. The engine must indeed be aware of this link.
At the time of implementation of the architecture of Google Caffeine, it was possible to realize an improvement in speed consideration of changes made to a site after indexation. This enhancement allows certain criteria to be analyzed in (almost) real time, but other criteria such as age of the site, changing with time ...
It's not just to acquire links, it is necessary to do so intelligently to maximize its effectiveness.
One of the criteria of SEO is updating its contents. These updates are required and must be integrated into a strategy of web content. Although the creation of the strategy can be achieved quickly, its implementation and its deployment in the enterprise is a process (sometimes very long ...).
With all these elements, you understand that it is essential to track the actions implemented over the long term. This monitoring also allows for adjustments in the SEO strategy.
In 2009, the search engine Google announced 360 changes to its algorithm (Source: video of Matt Cutts). In 2010, In 2010, he announced approximately 600! (Source: Seomoz.org)
A strategy of visibility on the internet is also changing with the times and needs of the site and the client. The starting point of the strategy may be centered on a corporate website and subsequently move to a blog ...
Once the results are obtained, work is unfortunately not finished. Indeed, if you rest on your laurels, according to the competition, your fall will be more or less rapid because if you do not keep your popularity and your work ahead of your competitors, you can be sure they will eventually catch up and even overtake you!
The reputation of a site, even if it is a pure player, is done on the long term. The site must be positioned at the top of the results pages so that the user can grant it legitimacy and trust him. If your site is not a name and a place in the search engines, it will be very difficult to create brand awareness which will guarantee a certain volume of sales.
The same problem arises for valuable backlinks (links pointing to your site). Between the time you realize it and when the link is taken into account, it may take some time. The engine must indeed be aware of this link.
3 : The architecture of search engines
4 : A profile of natural links
Effective backlink campaign is to achieve over several months so that the search engines believe that these links are acquired naturally and do not try to mislead their relevancy algorithm.
5 : updated content
6 : Monitoring and Adjustment
7 : the algorithm
In 2009, the search engine Google announced 360 changes to its algorithm (Source: video of Matt Cutts). In 2010, In 2010, he announced approximately 600! (Source: Seomoz.org)
The algorithm of search engines can be compared to a living organism that evolves over time according to changes in its environment such as:
- the 'historical' social networks (Twitter, Facebook...)
- new social networks (Pinterest, Quora ...)
- media (images, videos, podcasts ...)
- new spam techniques ...
8 : Dealing with new problems
9 : Maintenance of results
The hardest part of the job is not to come in first place but to stay there long term.
10 : Rome was not built in one day
You'll understand ...
SEO is a consider comprehensively not only by the "small end of the telescope. Yes, in some cases, a site audit may seem sufficient... But you can be sure that, if you want results with a high level of requirement, no agency will only a site audit to provide you results meet your expectations.
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