Ongoing search optimisation

The ever-changing nature of search environment means that there is no magic bullet in SEO. It is not a one-size fits-all discipline, and it never ends. You have to work hard to find the right blend of targeted keywords for your particular business operating within your particular market at the current point in time. You have to optimise your pages based on those keywords, and deliver compelling, high-impact content. You have to attract incoming links.

Then you have to measure, monitor and refine continuously, tweaking and turning your optimisation efforts based on changing conditions in the marketplace, the search engines and your customers. Take your foot off the gas, and that high ranking you’ve worked so hard to achieve will gradually (and sometimes not so gradually) start to slip away.

Optimisation is a dynamic and iterative process. And if you want sustained results it needs to be ongoing.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

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