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Lesson Eight: Maintenance

Identity Web Design search engine optimisation maintenanceNow that your site is optimized, your link campaign is under way and you are diving into social media, it’s time to talk about maintenance.

SEO is an ever changing industry. Optimization is not a “set it and forget it” kind of thing. You have to monitor rankings and tweak your site if the results you were hoping for don’t happen. Even if you get the results you were after, you need to stay on top of industry news and make any necessary changes to your site. If you don’t stay current with what the engines are looking for, you risk losing your rankings.

There is always going to be some fluctuation in rankings – the SERPs (search engine results pages) are not static. But you want to minimize the chances of major rankings changes.

Aside from staying current on trends and changes in optimization you also need to stay current on keywords and definitely monitor web stats.

Let’s talk about keywords for a minute.

Did you know that 25% of searches each month are brand new, never before seen search words and phrases? That is shocking. You would think with the number of search queries running through Google, they have seen it all.

So, how do you handle keyword research and make sure you are staying current?

First and foremost you want to make sure you have outlined your strategy. Without a plan in place you are likely to forget to do it, and it’ll just rattle around in the back of your brain..

So, before that happens, let’s define your plan right now.

You’ve already done your initial keyword research steps as outlined in Lesson One – which outlined steps 1 – 4. Here is where most people are missing out and need to plan further action.

5. Once a month you should do keyword research and see what new words and phrases come up and add those new words and phrases to your campaign. If you find once a month is too often, do it every other month. Just make sure you have a plan to check back regularly so you can take advantage of new search phrases and tap into more traffic. You could put a monthly reminder in your Outlook or use an online reminder service. Find a system that will work for you!

If you are adding content to your site like you should be, then adding these new keyword phrases should be easy to work into the new content you are writing.

You should also schedule at least a monthly review of your web stats (if not more often). Check out how much traffic you are actually getting from the engines. Find out what phrases people are actually finding your site with. Don’t forget the engines will start picking up your site for “bonus keywords” – which are different combinations and variations of your core keywords that you optimized for. If you identify some of these “bonus keywords” it’ll give you insight into exactly how people are searching and what they are looking for. You may find it’s worth adding content for these new phrases so you can try to get even more exposure for them.

You also want to look at how long people are staying on your site, how many pages they are looking at before they leave, and what pages they leave most often.

Although checking web stats is not directly related to optimization, it is vital to the success and growth of your site – which is ultimately why you are optimizing your site, right?

Identity install web analytics in all websites as standard to give you the information you need to manage a successful SEO campaign. Call 0845 388 5863 to find out how you can benefit.

Lesson Seven: Blogging
Lesson Nine: SEO Conclusion / Site Builders

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