Firms who fail to regularly refresh and update their SEO strategy run the risk of being overlooked and neglected by online users and search engines.
SEO (search engine optimisation) is a powerful means of optimising a firm’s search ranking and gaining organic website traffic. However, due to changes and updates in search engine algorithms, the way firms achieve optimal results from their SEO strategy are also constantly changing and updating.
Failing to change or update SEO strategies means firms can easily fall behind on website upkeep, and consequently, their website traffic will suffer. Decreases in website traffic ultimately means fewer visitors, fewer leads, and ultimately less potential clients.
Here are three things to think about to ensure your firm’s SEO strategy doesn’t fall behind:
Review your firm’s key landing pages for grammar, tone and firm opportunities. These pages should be kept fresh, since they contain content that demonstrates a firm’s key competencies and addresses the needs and trends of client behaviour (which have likely changed since the last time there was a website update). Firms should also ensure that the keyword strategy for these pages aligns with the type of online visitors they want to attract to the pages. If your firm has shifted focus from selling one kind of service to another, you need to review your keyword research and realign your SEO strategy based on those new goals. Any service shifts or changes should be reflected in a firm’s online content and keyword strategies.
Incorporating a long-tail keyword strategy is often overlooked by firms because of the work involved to capture that kind of traffic. If it is not something your firm focuses on regularly, now is the time to reevaluate. Engage in some long-tail keyword research with colleagues or enquire about outside online marketing help. Often the biggest hurdle to coming up with a strong long-tail keyword strategy is coming up with fresh ideas. Brainstorming with someone who is familiar with your firm or SEO can help reduce the amount of time spent coming up with a strategy.
Talk to your colleagues about industry trends and actively seek client feedback. Speaking to these people can help identify firm strengths, weaknesses and opportunities a firm can pursue in the future in regards to how their website could be restructured to feature more popular concepts and services. It can also reveal the ways that a firm’s website should be restructured, such as using a new navigation, adding new service categories or renaming areas of your site.