SEO is still widely misunderstood by many people but can make the difference between success and failure of your website or business. The concept of an SEO audit often isn’t new to small businesses, who will have one conducted either during the initial construction of their website or shortly after as they begin to refine their marketing strategy. But SEO isn’t something that can be looked at once and then forgotten about forevermore, it needs to be monitored regularly.
What is SEO?
SEO stands for Search Engine Optimization and in a nutshell, it is the key thing responsible for ensuring that your website ranks in search results on search engines such as Google or Bing.
Why should you continue to monitor your SEO?
For a lot of small businesses, SEO is often classed as a bit of a headache, and as such, they often have someone take a look at it once and then try to forget about it. Sadly, SEO isn’t a one-time thing and here are 3 reasons why.
- Technical issues obstruct crawlers
Without getting too technical, Google uses ‘crawlers’ to index your website, reading its pages and ranking it accordingly. If there are any technical errors such as broken pages on your website, then these can interrupt Google’s crawlers, leaving your website out of the top search results. Broken links are a lot more common than people think but they can be easily fixed when found.
- Search terms change
The language people use and the terms they search for tend to change through the years to reflect changes in popular culture. Whereas you may have set your website up for a specific search term, your customers may now be searching for another, so it is important to regularly reassess what your customers are looking for and to adjust your SEO accordingly.
- You need to ensure all posts are optimized
If you have a blog or are regularly setting up landing pages for campaigns, then it is important that all of the new content that you create is also SEO compliant, otherwise, it can affect your readability score. Google prioritizes websites with easy to read posts, and so it is important that all the content you write is assessed for its readability so that it doesn’t bring down the score of your overall site.
How to monitor your SEO
If you have WordPress, then you already have an easy way to monitor your SEO in the form of Yoast. Yoast is an SEO plug-in that sits on the WordPress CMS and will help you to ensure that your posts are SEO compliant – you can find out more about Yoast and view a Yoast tutorial here. If you don’t have WordPress or simply don’t have the time or inclination to monitor your SEO yourself, then the good news is that there are a number of SEO agencies who will gladly do it for you. Regardless of how you choose to monitor your SEO, the most important thing is that you do it.