Search Engine Optimization is a continual process, it is not a once and done initiative. As intuitive as that seems for those of us in the industry, for those who are not I wanted to put a post together to explain why that statement is indeed correct.

1. Search Engines change their ranking algorithms. Sure everyone knows that, but the engines haven’t really made any drastic changes for a while. Have they? Well, Answers.com put out a press release last week to inform it’s investors that a change in the Google Algorithm had dropped their traffic by 28%. It’s not just Google either, Ask.com is promoting their new, as yet un-launched, algorithm – Edison. Once that rolls out, you can expect a change in rankings on Ask. Typically, the search engines give little or no notice on changes to the algorithm, so you’ll generally not be able to plan for it.

   

2. Search Engines change their display format. Google now has Universal Search, that incorporates images, videos, news results, blog results, patent applications, and much more in their regular search results. Ask has also released their new Ask3D that also incorporates more than just regular text listings in the search results. As a result, search optimization now, more than ever, includes more than just the textual content of your website.
3. Your competition is doing their own optimization work. Every day, more and more companies are discovering the benefits of optimizing their web sites. Their goal is to be the top listing, which just so happens to be your goal. Only one of you can be there at any point in time. So if you happen to be first, you’re going to need to keep working to ensure that you maintain that ranking, as your competition is going to be working hard to knock you down and take that position (and if they have 2 listings in the top 10, you’ll actually get knocked down to 3rd, as that 2nd listing will get promoted to an indented 2nd listing regardless of the actual position in the top 10).

   

4. Reputation Management. Your competition may not be the only people out to get you. You may have former employees, customers, pressure groups, etc that have had bad experiences with your organization, that want to let the world know about them. In order to ensure that your message is the prevailing one, not theirs, you need to ensure that you continue to optimize your site for your keywords. (you can read more on Reputation Management here).
5. Changes to your site. Your site isn’t static, you’re most likely going to be adding news items, new products, new promotions, removing old products, etc. As you make those changes you want to ensure that you’re making them in the best possible way to benefit your site and your rankings.

   

When you consider all of these items together, you can see why Optimization is a continual process for your organization.

Filed under: Reputation Management, SEO on Monday, August 13th, 2007 by Simon Heseltine | 1 Comment
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