SEO Strategy

When it comes to search engine optimization, many webmasters often overlook the need to adapt their strategies. Unfortunately, since SEO continues to evolve, failing to adjust your digital marketing tactics when adjustments are needed will hurt your website’s search engine rankings. For example, Google regularly makes changes to its search engine algorithm. Oftentimes, webmasters see less traffic after Google makes algorithm updates. That’s why learning to adapt your digital marketing strategy is a critical component of good SEO.

1. Audience Interests Can Change

You can have a well-established blog or website with a large, loyal audience. However, there are times when your audience’s interests and online browsing habits change. For example, major current events often create a flurry of interest in a new topic. Unfortunately, if that new topic is different from what your content focuses on, you will likely see a drop in traffic. Therefore, you should analyze your website’s traffic – specifically, the keywords that your visitors use to find your site in search engines – by using Google Webmaster Tools. That way if you notice a drop in traffic you can create SEO-friendly content that focuses on what your target audience wants to read.

2. Google Likes Fresh Content

Google’s goal is to send its users to websites and blogs that offer high-quality, engaging, SEO-friendly content that is valuable to them. The key to creating valuable content is keeping it fresh (updated regularly). When content doesn’t get updated, it often becomes obsolete and less valuable to readers. Therefore, if you want your content valuable to your audience and SEO-friendly to Google, it should be updated on a regular basis.

3. Google Algorithm Changes

When Google makes changes to its search engine algorithm, webmasters will notice a change in their traffic. Unfortunately, the change is often a drop in traffic. For example, around 2010, Google began cracking down on affiliate sites that were using low-quality content to promote products and services for advertisers. The search engine giant made a number of algorithm changes that dramatically reduced traffic to many affiliate sites. Those webmasters who failed to make changes – like improving the quality of their content – saw their online affiliate income disappear. Therefore, when Google makes changes to its search engine algorithm, you will have to adapt to those changes to maintain good SEO.

4. Competitors Will Take Advantage of Your Failure to Act 

Finally, if you fail to adapt your SEO strategy, you will lose out to competitors who adapt their strategies. Search engine rankings can change on a daily, or even hourly, basis. Unfortunately that means if you have a high organic search ranking one day, a competitor could come along and take that top spot from you. If you struggle with implementing SEO best practices, consider hiring a digital marketing professional to help you.

In short, you must always be willing to adapt your SEO strategy by keeping your audience in mind. If your audience’s online browsing habits change, you will have to change the type of content you publish to meet their needs. Speaking of content, you need to keep your website’s content fresh and updated on a regular basis so it can remain Google-friendly. When Google makes updates to its algorithm, you will likely need to update your digital marketing strategy to maintain good SEO. Lastly, if you fail to adapt your SEO strategy, your search engine rankings will drop while your competitor’s rankings will rise.