Throughout this blog post, I will talk about the different elements of on-page and off-page SEO and how often each of these should be revisited in order to avoid the effects of an algorithm change. Some of these elements include keyword strategy, content creation, local citations, organic SEO, and social interaction. As your business evolves, so will your online presence.
Over time, keyword phrases being searched for can change, with new words entering the vocabulary and older ones getting dropped. It doesn't matter if you are ranking well, if no one is searching for a keyword you're ranking for, you're not going to have any website visitors! When doing the initial keyword strategy, keep track of the average monthly searches. By keeping track of these initial values, you can go back at a later date and check to make sure the keyword is still relevant and being searched by the change in average search volume.
According to Jonny Ross Consultancy and other industry experts, it's recommended you revisit your keyword strategy on a quarterly basis and at least 3 - 6 months before any campaign or promotions. From an SEO point of view, it's important to start looking at search terms early in the game to make sure you gain maximum impact.
Title tags define the title of a page or a document. They are used in search engine results to display a preview title for a given page. They are also one of the key factors of On Page SEO , so it's very important to ensure that they include your target keywords. Meta descriptions are HTML attributes that provide concise explanations of the contents of a webpage. They are also used in search engine results to display a preview of a page.
While they don't impact search ranking directly, they play a role in providing an explanation of your webpage to a prospective visitor. You'll want to adjust your target keywords in these elements as your rankings fluctuate. As mentioned before, it's best to keep an eye on how your webpages are ranking for your target keywords and adjusting title tags and meta data on pages accordingly to include or exclude these keywords.
Keep in mind that sometimes with certain Google algorithm updates or other modifications within Google come specific changes to the way Google would like you to create your title tags and meta descriptions. On their own help docs, Google provides you great tips on how to create the perfect title tags and description.
For now, it's best to keep title tags under 65 characters and have it include one target keyword for the page. Meta descriptions are similar-- one target keyword, but keep the length under characters.
Generally, there are two instances where you would want to revisit your title tags and meta descriptions. These blogs will usually announce an update right when it happens. The second time you would need to update your title tags and meta descriptions is if you have just updated your keyword strategy.
These elements should strongly reflect your keyword strategy, so if you have changed any of these keywords, then it is also time to revisit to ensure they align properly. The big question here is how do I know it is time to refresh your content?
The answer: measure the clicks to the particular page. There are a couple ways to measure the effectiveness of content in a blog post or site page, but I believe the most effective is by tracking visits to a page. HubSpot allows you to understand where the visits are coming from and how often.
If particular content is getting a lot of visits, it probably means the content probably well-received and does not need refreshing. However, if you see the number of visits decreasing overtime, it's probably time for that content to get a new look. So what can you do to refresh the content? Consider updating the title tag or meta data or even promoting the piece via social media again to get more visits or backlinks.
You can also link to it in future content pieces or send out an email to your content subscribers to give it another go.
When it comes to measuring visits, this should be an ongoing, weekly process. The general tip is updating your content approximately once a week.
Here you can read about why blogging on a daily basis might harm your SEO rather than do it good. It includes your social media promotion, inbound link marketing for organic traffic building, etc.
Each of those should also be revised from time to time in order for your website to rank higher. Social media is your business card inviting new visitors to your website. The social media strategy includes the platforms you use for promotion, the profiles, the content you share, the comments and discussions, etc. Recently, there is even an argument being made that social media is the new SEO.
More and more people rely on social media searches first and foremost, so those have recently been included in the algorithm. Besides, all the social media shares your posts get are backlinks. Moreover, some claim that social media is the best way to build up a link but the most important shares and comments are from the multipliers and influencers of the industry. Keeping track of the feedback your new content receives on social media is how you figure out the topics and forms your visitors prefer which leads to business-specific adjustments to your social profiles.
Inbound links are the links to your website from other websites. You often get these through guest posting, gaining partners, setting up an affiliate program, etc. Broken or spammy links should be removed ASAP.
Again, you should monitor your inbound links constantly. Check out this article about setting up redirects on your WP website. The service takes care of analyzing your website content, pointing out your specific SEO mistakes, suggesting reports with practical tips for SEO improvement.
What else does one need? How often do you typically revise these aspects of your SEO strategy and how is that working out? Tell us in the comments! Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. Things were so much simpler in the past. There are over And people giving you one are full of crap.
People like to think there is some external thing that determines what you should be doing. Even funnier is that they think it changes all the time. Like what worked in was different in … and changed in , etc. Google likes fresh, updated, authoritative content that effectively answers the things people are searching for. Fresh content is obviously better than old, stale content. Also, when Google sees more frequent updates, it will begin to index your site more often.
With some news-oriented sites, you can sometimes see it indexed by Google literally within minutes of being published. This happens because Google knows that that topic is more time-driven and that that site updates very often.
That said, this does NOT mean that there is a universal rule here that higher content frequency leads to more Google love. So, you would do far better slowing that hamster wheel down substantially and posting things that actually matter.
Most blog owners make the mistake of publishing a blog post and then… forgetting about it. It sits there fresh for awhile. Then, it goes down the list and disappears into the archives never to be touched again. I call this The Redwood Strategy. And it sends a message to Google that you actually do maintain your content. Even when it comes to your online activities, you have other things to do besides just blog.
Important things. Constantly churning out new blog posts is very poor leverage. Instead, your leverage is built by:. But, they all do FAR more to grow your business and give you massive staying power than writing that next blog post. Trust me, I have seen my share of businesses that are doing quite well for themselves… yet their blog sucks and they barely ever post to it. Unless you have help , prepare to experience some burnout.
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