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You’re a savvy business owner, and you understand the Web represents an amazing opportunity to get more leads and sales and grow your business. You’ve been investing in SEO services for a year (maybe even two or three years!) and you’re extremely happy with the amount of #1 rankings you have, and consequently, the increased traffic, leads, and sales your website has generated for your company.
You might be tempted to pull the plug on your SEO company. Although your return has more than paid for your SEO investment over the years, you’re already ranking for nearly all of the keywords associated with your products and services in your service area. Why keep paying for SEO?
Don’t pull that plug just yet! Here’s why:
SEO Is No Longer a Rankings Game
…And it really never should have been.
Back in 2011, Ben Landers wrote a post about why rankings are the least important SEO metric. Everything he said back then still stands today, but I’d argue that since he wrote the post, several key industry updates have even further diminished the importance of SEO rankings:
1. Google moves to secure search by default, eliminating nearly all organic keyword data insights – Without keyword data and with the increase in personalization of search, it’s hard (though not impossible) to track rankings accurately.
2. Google updates its local search algorithm – In February 2012, Google rolled out an update nicknamed “Venice,” which worked to localize organic search results more aggressively than ever before—further personalizing search results depending on location.
3. Keyword density is no longer an important ranking factor in favor of latent semantic indexing – In the past, having a high keyword density was crucial for ranking in search results. Google now recommends you focus on using a wide variety of keyword variations rather than “keyword stuffing”—which can actually get you penalized these days.
At the end of the day, you need to keep in mind that rankings change not only from user to user, but also from day to day. Just because you’re ranking today on your computer doesn’t mean you’ll rank tomorrow on your customer’s.
The best ways to determine your SEO success yesterday, tomorrow, and forever? Leads and sales from organic traffic, as well as your return on investment.
Website Content “Freshness” Matters
Google gives every webpage a “freshness” score based on what day that page was created. Obviously, this freshness score decays over time. Updating a webpage can reset its freshness score, and creating new content on a consistent basis also makes sure your entire domain never goes stale.
While Google still favors older pages for certain queries, having your SEO company update your website and its content can help you outrank your competitors, who might not update their site as frequently.
Constantly Optimize for Conversions
Let’s assume you rank fantastically across the board for your products and services in all of your service areas and that those rankings are bringing in a healthy amount of qualified visitors to your site. What do those visitors do once they get to your site?
If your SEO company has done a poor job of optimizing your content and basic layout for conversions, your rankings aren’t doing you much good, are they?
And even if your visit-to-lead conversion rate is pretty good, there are infinite small tweaks and tests you can run to squeeze more leads out of your well-performing, high-traffic landing pages.
So if you’re already ranking well, have your SEO company focus on improving your site’s conversion rate. Read our blog post on how to set up a CRO test on your website for more information.
A Content Marketer’s Work Is Never Done
SEO and content marketing are often used synonymously, though they really aren’t the same thing. I suppose you could consider content marketing an SEO tactic, because creating tons of valuable content on your website is one of the most effective ways (if not THE most effective way) to get ranked in the search results.
No matter what industry you are in—HVAC, plumbing, remodeling, B2B software, or landscaping—or what customers you serve, those customers have problems and they are looking for answers for those problems—quickly. So I’m sure you can imagine where they go for their answers.
Here is where your opportunity lies. Think of one question that your prospective clients frequently ask you. Now think about your website. Do you have content on your website that answers that question?
Won’t you run out of questions? I’ll let you know. I’ve written well over 100 blog posts for our site and I’ve yet to run out of fuel.
SEO Changes All the Time
Google updates its algorithm (what it uses to rank the search engine results page) more than 500 times a year. What’s helping you rank today might not matter tomorrow. As a business owner, you probably don’t have time to keep yourself at the front of all the online marketing developments that occur every single day. As long as you’ve found yourself an SEO company that will help you navigate the ever-changing digital marketing world, I’d recommend you hang on to them.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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