Many of our clients don’t fully realize how important SEO is, or how big a part it plays in the whole scheme of things. They view SEO as a minor part in a much larger machine when, in fact, it is the whole machine.
And like most machines, it takes a lot to maintain it and each part must work in unison with all the others for maximum efficiency. If just one part isn’t working correctly it can have a detrimental effect on the whole machine.
SEO’s parts are things like social media, inbound links, site structure, and quality content, among others. If you remove one of those parts, or refuse to fix it when it no longer works, your SEO suffers and its effectiveness is called into question.
Clients must maintain an active role in helping to ensure all of the parts of SEO are in place and functioning properly. For example, social media is a big part of SEO now and it’s vital to keep current with Facebook posts, YouTube videos, Google+ pages, and online reviews. If a client doesn’t devote enough time to this part, SEO is bound to suffer.
Another important part is the website content itself. We build each site with optimization in mind, setting the foundation for effective SEO. But sometimes a client will want changes made that can undermine the effectiveness of our SEO. Even changes as simple as tweaks to the navigation, or additional paragraphs of text, can have dramatic consequences if not done properly.
Search engine rankings tend to fluctuate, sometimes daily, but if all parts of SEO are working as they should, these fluctuations can be minimized. All it takes is a good maintenance program to keep the SEO machine running smoothly.
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