What Happens When You Stop SEO?
January 28, 2019
Search Engine Optimization (SEO) clients often ask why they need to continue ongoing SEO work once they have started ranking well for the targeted keywords.
“I’m already on the first page,” they may say. “Why should I keep paying you for SEO when we have what we wanted?”
They think that their website is now fully optimized, and will continue to rank well no matter what they do moving forward. In reality, it’s simply not true. SEO is not a one-time, “get it done and it’s over” endeavor; it is a continuous process to stay ahead of the competition.
There are many important reasons why you should not stop SEO after achieving the desired rankings, but here are a few to consider.
Competition is Fierce.
The internet allows anyone with a connection to promote their business in search engine results, and that includes Search Engine Optimization. It’s well documented that websites that appear at the top or near the top of the first Search Engine Results Page (SERP) have a much higher click-through rate (CTR) (depending on the business). While the top position has a CTR of about 35%, by position three the CTR falls to about 10%, while the page two results fall to a CTR of 2% or less, depending on position.
When you stop SEO, you stop competing with the dozens, hundreds, or even thousands of other websites trying to rank well for the same keywords. When you reach the top of the rankings and stop Search Engine Optimization, it makes it easy for competitors to take over the top rankings and quickly push your website further and further down the list.
New Content is Better Than Old Content.
Google and other search engines always value fresh, unique, and relevant content. Websites that are updated regularly (such as through ongoing SEO) are shown to dominate the organic rankings. The basic logic is that when you add new content, modify content, or even, say, add a new image, the Googlebot (and other search engine crawlers) will return to your website more frequently in order to index the new or modified content and images. This provides a better opportunity for your website to appear in SERPs. You may have heard the phrase “content is the king” related to SEO, so it’s no wonder that when you stop focusing on quality content, your website ranking will decrease.
Algorithm Updates Mean Frequent Search Engine Changes.
Google is the most used search engine in the world. As such, it’s no surprise there are those who exploit its algorithm with black-hat (i.e., terrible) SEO tactics to achieve high rankings. For this reason, Google regularly updates its algorithm to change the way it crawls and ranks websites. Panda, Penguin, Possum, Pigeon… These aren’t just the names of animals that happen to begin with the letter P. They’re also the names of some of the most recent Google algorithm updates.
It’s vital to keep up with Google algorithm changes, because a certain SEO strategy that once was effective may become ineffective after an update, or even worse, can be penalized by Google.
Google and other search engines roll out new updates to their ranking algorithms every day. While some of these updates are minor and don’t majorly affect the keywords rankings, others – like Penguin – change quite a bit. Without an SEO expert, you cannot continuously stay ahead of these algorithm changes. SEO experts know the marketing strategies related to each Google algorithm update.
Flex Your SEO Muscle.
Finally, think of SEO like regularly hitting the gym. If you skip a few days, maybe you won’t notice an immediate difference in your physique. But avoid the gym for a longer period of time, and you will find that you’re no longer in as good of shape as might have once been. Similarly, SEO requires constant attention and work to maintain your keyword rankings; stop the process, and you’re Wvery likely to see your rankings lose their muscle.
Ongoing Search Engine Optimization is necessary for any business to maintain a successful online presence. When you stop SEO, one thing is certain – eventually, your rankings will plummet.