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SEO is for life, not just for…

Aqil Rouf
Aqil Rouf
Digital Content Specialist
26 November 2012

You know how the cliché goes.

A common challenge that SEO’s often face is educating their client(s) to help them understand that optimising their website for improved search engine rankings is a long-term investment. While most businesses appreciate the value that SEO offers, others take it for granted. In short, SEO is competitive very competitive and unless you continue optimising those high-ranking, traffic-driving keywords, you can say buh-bye to a large chunk of your revenue.

Keeping up with Google

The digital landscape is always in flux; Google are constantly tinkering with their algorithm and if you happen to follow their blog, then it’s likely that “X% of queries noticeably affected” is a sentence that you’re (all too!) familiar with. As result of this volatility, both SEO’s and businesses have no choice but to stay on their toes – either that, or risk losing revenue.

Keeping up with Competition

As mentioned, SEO is very competitive. Take the fashion industry as an example: there are hundreds of fashion retailers competing for the same market segment, and therefore the same keywords. For instance, there are 74,000 local monthly searches for the term “party dresses” – that’s a lot of potential customers! So, of course, it’s in a retailer’s best interest to rank as highly as possible for that keyword – providing they sell party dresses, of course.

The moral of this story is: taking your foot off the SEO pedal will consequently leave you vulnerable to being lapped by your competitors.

Keeping up with Yourself

A company’s link profile, i.e. the quality of inbound links pointing to their website, is something that Google takes into deep consideration when determining search engine rankings. This notion is grounded upon the idea that a website which has a high number of high-quality inbound links (compared to its competitor) is deemed more trustworthy/reputable – think of it as being voted up.

But what happens if your company’s website is a victim of “negative SEO”, whereby a competitor disrupts your link profile by having a bunch of low-quality, spammy links point to your domain? In such circumstances, it’s your responsibility to clear up the mess, so to speak.

Not keeping track of your inbound links will leave your company’s website susceptible to Google penalties; the consequence of which is a slump in traffic, and therefore revenue.

To conclude…

Taking the above-mentioned into account, there is no denying that SEO is a long-term investment. With the proliferation of the digital age, eCommerce is beginning to play a significant role in more companies’ business models. If this is already the case with your company, then it’s likely that you’re aware of your high-ranking, traffic-driving, revenue-generating keywords.

With that said, the question is: can you afford to lose your foothold on these keywords?

If not, then do not take your foot off that SEO pedal.

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