Google in 2015 performed a major overhaul of its search engine algorithm nearly every quarter. Add to that more than 30 minor updates and you have a few dozen times when the algorithms determining
content rankings on the largest search engine changed materially. What's more, every update added new considerations to the formula, from the security of a site to the speed of mobile loading.
So one could argue that any given upgrade by marketers to factor in the latest search platform changes is only good for three months at most. Then it is back to the well. The problem is that most
marketers only think about annual or biannual SEO upgrades.
It's time to replace this mindset, because it does not match the quickening beat of search. Think daily hygiene, not annual checkup.
And think smart but routinized tasks, not high-tech diagnostics such as eating vegetables and not getting EKGs.
Keeping pace means continually reviewing all the factors that affect site
performance. It means having someone regularly checking your site's keyword rankings and top organic search landing pages to make sure you don't find any recurring performance cliffs or declines. It
means scouting out quick wins on the second, third and fourth pages of rankings, which could translate into additional content expansion opportunities or updates to your own on-page text or even a
promotional campaign.
Most of all, it means keeping a hawk's eye on the site's content. Naturally, it's not enough to write a lot of content for a blog; it has to be edited for search
visibility. That means choosing the topics, and embedding the terms, that can make the entries pop on queries. While all the keyword coding becomes tedious, there is no substitute for it.
Equally important, however, someone must make sure there is depth to what is posted and nothing is duplicated. All the algorithms exist to show searchers high-quality sites. Original substance and
unique data sets matter. Google's algorithms, for example, actively monitor the authoritativeness and appropriateness of content. In other words, posts need to deliver the purpose of a site to a
defined audience. Inconsistency gets flagged, as do short posts riddled with on-page ads. If you allow this kind of low-quality content on many of your site pages, the entire site will suffer in
authority and rankings.
Someone should be crafting a way to reach your users via social platforms. Having a thoughtful and consistent posting frequency is key. Do not overload your fans with
five to six posts per day. Also consider running some paid social campaigns to hyper-target your audience, especially on Facebook, while getting your brand in front of users who haven't heard of you
before.
If I had to convene an event on best practices, my keynoters would be The New York Times, Trulia, and Homes.com. They all appear to prioritize the technical implementation of
SEO, and they get it right on a regular basis. Most importantly all dedicate internal development resources for SEO and do so on an ongoing basis so they can adjust their approach on a regular basis
to stay on top of all the search engine updates affecting their individual businesses.
Great SEO comes from people, not processes. It’s more technical toolkit than marketing strategy.
Somebody has to practice it inside your company to some degree to increase implementation and adoption. This isn’t something that can be outsourced entirely, and it's the biggest mistake that
clients make. Companies need onsite developers working with agencies, because monthly maintenance can involve literally dozens of configuration and tactical adjustments.