Why Brands Should Invest in Continuous SEO

Prasad Pillai

Prasad Pillai, Head – SEO, BC Web Wise

The internet is evolving through constant change like any other ecosystem. To succeed, businesses have to deploy well thought and proven strategies to retain or improve their standing vis-a-vis the competition. Day in and day out.

SEO is their primary tactic to deal with this change and stay ahead of competitors. After all, an easily searchable business gets higher traffic. So whether you are a well-known brand or a highly aggressive startup, continuous and focused SEO is an essential part of your marketing mix to tap the online consumer.

However, businesses often implement SEO in a mission critical way. One time scrutiny, painful microscopic adjustments to the website, investment in PPC or other forms of advertising are short term measures that are expensive and do nothing for a website’s search rank in the long run. And it takes just one update from Google to force another round of erratic changes to the website.

The problem with short term SEO it is that when a business stops investment in it, competitors can easily hijack the traffic it had acquired.  The true value of SEO is that it delivers an ongoing RoI over the long term.  It actually helps to get your website in the top search results, where most clicks go, and keep it there – a massive return on your modest investment into SEO.

At BC Web Wise, we work with a number of well known brands on their SEO strategy. Whether you are a digital marketer or an online business, these are some insights on future-focused SEO that can help you build an authoritative online presence.

Continuous SEO is a competitive tactic

SEO basically gets visitors to your site by improving your search rankings for certain keywords. This traffic comes at the expense of sites that were previously ranking for those keywords. So what happens when you stop investing in SEO? Well, your competitors can and will paint the internet in their own colours!

Strong social media presence

Maintaining an active social media presence is valuable for an SEO campaign because social media activity sends ranking signals to Google. But your SEO and social media strategies should go hand in hand. Creating business pages on Facebook, Twitter, and LinkedIn, and daily follower engagement are some of the basic steps. Tailored content such as infographics or relevant guest blogs can act like magnets for researchers who will link to and reference your website in return.

Put your money where the mobile is

Google penalizes the search ranks of websites that are not optimized for mobile. Creating a smartphone app is one way to tailor the mobile experience for your visitors, but not necessarily the best way to drive mobile traffic to your site in the long term. Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.

Quality Link Building

A network of relevant inbound & outbound links builds up your website’s authority. High quality link building activity starts with your content strategy.  It can drive a lot of organic traffic to your site, helping build brand awareness and credibility. Tight and strategic interlinking of pages within the site also leads to search engines favoring your site, while improving navigability.

Regular Page optimization

People should be able to easily find the information they are looking for on your website. To keep its website relevant, a business has to regularly optimize the basics such as site design, navigation, structure, and interlinking. After all, users tend to return to websites that are easier to use and informative.

Blog and benefit forever

Another great way to share fresh content is by maintaining a blog. Some businesses are too serious by nature to manage a generally interesting blog. But that’s not the end of the road. A blog in a Q&A format that answers FAQs for visitors or customers can work even better for your website than keyword optimizing.  Google analyzes search queries semantically, so when your customers search for answers to those questions, your site will be more likely to come up.

What works for Google, works for your customers

By following these strategies consistently you won’t ever have to worry about Penguin or Panda penalties or losing traffic with new Google updates, since you won’t be engaging in any questionable practices. A consistent SEO strategy improves search rankings because it puts customers first. And if your customers are happy, Google is happy.

Demand Transparency from SEO agency

All said and done, many businesses have no idea what their SEO agencies are doing to get them rankings. They don’t keep track because they think that SEO is complicated. But hopefully you realize now that the difference between good and bad SEO is as clear as black and white.

As a marketer you need to concentrate your efforts on the bigger picture, and demand to know if your agency is adhering to these SEO best practices.

If you are looking for a complete SEO solutions partner or an SEO audit of your website, please contact us here, or you can write to me directly with any questions at prasad.pillai@bcwebwise.com.