6 Reasons Why SEO is a Never-Ending Story

Oftentimes when I’m meeting with prospective new clients and presenting our on-going Search Engine Optimization (SEO) management services, they will give me a confused look.

“I understand our site needs a lot of work to show up higher and more frequently on Google,” they’ll tell me. “But how long will it take to optimize our site? And why do we need to keep paying you for SEO once the site is optimized?”

As a business owner, I see this as a perfectly understandable question.

The act of “optimizing” something would seem to imply there is a point-in-time by which that something reaches its best, most favorable, most advantageous ideal, the perfect level of performance.

And when something is optimized, why would I continue spending money on it—especially during times of economic unrest and uncertainty when it feels like every dime spent needs to provide a return on investment?

The problem is whoever came up with the term Search Engine Optimization did a real disservice to those of us trying to help businesses market their products and services more efficiently online. A website or overall online presence can be managed, it can be improved, and it can definitely outperform the competition.

Millions of people search Google every day and most queries are searched for the first time. This means you have to keep up with people’s changing needs and implement updates to your site that address those needs.

But no matter how much you focus on it, your site will never be PERFECT. Here’s why:

  1. Google won’t let you – As awesome as Google is for us as consumers to get us the information we’re looking for from credible sources in an amazingly short amount of time, it’s a giant pain in the butt for business owners and advertisers because they are constantly updating their algorithms to prevent companies from “gaming the system” to attract clicks. Google works hard to protect the experience for their users. It’s how they became GOOGLE.
  2. Trust the process – Another cliche? “It’s a marathon, not a sprint” to improve your presence online. The aforementioned algorithms are smart and can’t be manipulated without prescribed activities which must be completed properly (and often multiple times thanks to frequent updates) in order to show up at the top of rankings.
  3. Au Naturel – SEO impacts your business’s organic (not paid) position for important keywords on Google. Content creation and backlink building are two of the most important ways for the algorithm to see you often and, therefore, earn the credibility to earn higher ranks. No tricks. No shortcuts. No preservatives. Just pure practices implemented and refined consistently over time.
  4. Take a number – Domain authority plays an important role in your search engine position. And nothing gives your site more authority than time. Even if your website is technically better than the competition, it will take time to surpass them as their content and backlinks have already been crawled and verified by algorithms multiple times. It takes considerable effort to overcome a head start.
  5. Results-Oriented – Ted Turner said, “You should set your goals beyond your reach so you always have something to live for.” Your goal for SEO shouldn’t be to just show up for highly searched keywords, but to inspire people to do business with you. By analyzing consumer search activity and habits on an ongoing basis, we learn about new markets, new geographies, and new targets that present fresh opportunities for growth and goal achievement. SEO isn’t just a necessary evil. It’s a window to the world that’s constantly evolving, which is why it should be consistently monitored.
  6. We are not alone – Every business is trying to do something to improve its online performance. This includes your rivals. In order for your business to be consistently relevant and top-of-mind, you must keep an eye on shifting trends in your industry, with your target audience, and among the competition, all so you can adjust accordingly.

The world changes fast. And Google’s algorithms change even faster. SEO requires constant learning and implementation. This is why it’s the ultimate never-ending story and must-have line item in your annual marketing budget.