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Set It & Forget It Does Not Work With SEO: Don’t Stop Optimizing!

Set It And Forget It SEOThe world of search engine optimization is never stagnant.  Web sites need constant attention and updating in order to perform well in search engines while maintaining the attention your audience.  Think of a car that drives and keeps driving.  At some point, you will need to re-fuel by adding gas in order for it to keep going.  Of course, re-fueling is an ongoing process that we are all very familiar with (especially with the price of gas!).  The same can be said for your website.  If you approach things with a “set it and forget it” mentality, you’re setting yourself up for failure.

Optimizing doesn’t mean to keep changing your keywords and technical structure often (unless they need serious improvement), it simply means that optimization is an ongoing process.  If you add products to your Ecommerce site for example, make sure they go through a strict optimization process before or when they are added (i.e. coptimized titles, meta descriptions, seo-friendly URLs, and new content).

Changing keywords as well as the technical structure of a web site is generally frowned upon as search engines tend to rank websites that have an established history and consistency much higher than others that don’t.  Again, this certainly doesn’t mean you should ever take the “set it and forget it” approach.

The bottom line, however, is that you shouldn’t change any of the targeted keywords or your site’s structure (web design, etc.) if it’s not really necessary to do so.

You should always focus on adding to your website, not taking away.

Search engines are increasingly looking for and ranking websites that are “well-rounded” and relevant with high visibility throughout multiple channels.  There are a number of ways your site can achieve this.

You can create additional pages of content in your site describing a product or certain product or products in detail.  Within your site, you can also host a blog and make it interactive with links to other similar blogs.  Think about writing articles and press releases about your website and its products and submitting them to other websites as well.  Social media outlets like Facebook, Twitter, and Pinterest allow users to “like” and “follow” your website while creating backlinks to it and boosting relevance.

Simply put, generating original content is very important and should be part of your ongoing business.  Adding information to products, writing articles, blog posts, and using social media are all great ways to not only create links but to increase your site’s relevancy.  Creating fresh and new content can generate a bit of a buzz around the web and it never hurts to create a little awareness about your site or something new or exciting about it.

If you continue to optimize, you will continue to improve your search engine results and generate more traffic.

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