Organic SEO Management
It’s important to remember that SEO is not a one-off task but should instead be thought of as an ongoing process of continual review and improvement. It’s also worth bearing in mind that the results of Organic SEO activities are rarely, if ever, instantaneous and it may take weeks or even months before the effects can truly be seen.
Furthermore, the search engines are constantly altering and improving their algorithms, so an SEO tactic that works today may not work tomorrow. Add to all this the fact that there will be any number of other websites competing for top placements in the SERPs for any commercially valuable keyword and you have a highly volatile situation that must be monitored regularly for changes and adapted to in order to retain a competitive edge.
Generally speaking I would recommend monthly reviews and reporting for an ongoing SEO campaign, although if a client’s market proves to be especially volatile the frequency may need to be increased.
These monthly reviews would include:
- Ranking reports, run on Google.com and .co.uk as well a Yahoo! and Bing, for the site’s targeted keywords.
- Analysis of the sites visitor stats, with a particular focus on search engine referrals and the keywords that brought those visitors to the site, as well as investigations of bounce rates, site usage patterns and goal conversion.
- Renewed and refreshed keyword research to identify any seasonal changes in search patterns and recommending changes to site content to target these newly identified keywords accordingly.
- Updated competitive analysis to ensure the site maintains its competitive edge.
