Just like everything on the web, SEO is changing. What used to be reserved for developers and programmers is now the job of a great content writer and a content management system.
What’s the difference between one time SEO and ongoing SEO?
SEO done one time is usually done at the launch of a website. Using keyword research, you can find out which keywords you’d like to rank for and make sure each page of your site is optimized appropriately.
Depending on your market at the keywords you want to be found for, it can be effective to let a site simmer for a few months after these initial SEO efforts. However, in most cases, you’ll need to hit the ground running and start with some ongoing SEO.
In the past, ongoing SEO has been more technical. It also used to be what we now consider spammy. Your webmaster would keep up with Google algorithm updates, and build links. The more links you had pointing to your website, the better your site would rank. SEOs would list their sites on directories and link lists wherever they could find them. Some would even build complex networks of websites, all linking to each other to try to outsmart Google.
Create Great Content
Now, the way to practice ongoing SEO is through creating great content. It’s done by knowing your customers, knowing their problems, and offering up solutions on your site. The more great content you have, the more potential search terms you can be found for.
The more focused your content is, the better chance you have of ranking. Nowadays, a common human behavior is to ask Google anything and everything. So, if you get to know your audience, and understand their problems, you have a starting point to figure out what they’re searching for.
The Technical Side
There is still a technical side to ongoing SEO. You want to make sure you are using all the best SEO practices when you publish your content. You start with the key phrase you want to be found for, and place it in the URL, title, content and alt tags. Then, you want to monitor its performance. By taking a look at your traffic you can decide if you need to update a post.
Other forms of ongoing SEO involve taking an audit of your site. We use a tool called Raven here at Schall. Their site auditor tool crawls our sites once a month and comes back with all the things we can do to improve their performance. Moz also has a great blog post with instructions to perform your own site audit.