How Often Do You Optimize?
Once a new site is launched then the SEO campaign comes into play for the first time. The most basic and obvious step is working on on-page optimization. However once this work is over what is to be done next? How often should on optimize? This is an important question for every SEO organization.
In today’s age of continuous change the basic understanding of this question should be that SEO is not a phase but a lifelong process. It is kind of a filter for looking at the site through search engines.
It is not such a task which once done, can be left aside. Making the website understandable to search engines takes a lot of time. This is the reason many SEO firms provide the SEO packages which provide an option of a long term agreement which is generally beneficial.
Redesigning or relaunching a website means starting from square one for SEO process. No matter how much work is put up in the task till that point but after redesigning the content needs to be re-reviewed, pages are to be reconsidered and URLs might be redirected.
Everything that is done as part of optimization is not to be thrown away. But redesigning the optimization is like keeping what is useful and throwing away the undesired work. The biggest challenge is making a relaunch which doesn’t cost the fortune in the rankings.
When new content is added
If new content is added to the site then one might take care of all the pages getting right titles and attributes to help them rank in the search engine. The new content can affect the old pages of content as well.
This is the reason that while adding new content on the site one should make sure of revamping the old content as well. It is better if one can link the older content with some of the new content. The idea should be to update the entire structure of the content of the website rather than just adding new optimized content on the site.
New factors coming into play
There are new updates coming in every short period of time. Because of this the rankings are gained and lost. The backlinks are created and decayed everyday. Thus when new factors come into play it would mean reconsidering the optimization techniques as well.
When it’s been a while
Even if the site is not redesigned or if new content is not added to it, but if the optimization of pages is not done for some period of time then it is better to start giving it a thought. In the optimization one needs to start with on-page optimization of highest priority web pages and move on from there.
But as soon as one reached the end of the list it is probably the time to start from the top once again because the situation of that page might have changed because of the course of action you took in the last round or any previous ones.
Hence the optimization process is never really finished. Asking questions which are mentioned below can guide one to decide further on this:
- How is the performance of the page?
- What are the reactions of the users to the changes?
- Has there been any change in the CTR of the particular page?
Optimization of the webpages in a site is not a one time task. New updates are coming up everyday, the new content which is added affects the older content and many more factors are the reasons, why continuous optimization of the site is required.