When your website’s conversion rate is low, it is a cause of concern for your online presence. You have moderate to low traffic and your website is not anywhere on the search engine. It’s an established fact that if you are not on the first two pages of the search results, you may as well not be in the results. You need to explore the reason(s) as to why you are not among the top results. You may think that you are checking all the boxes to increase the conversion rate of your website but you may be missing one important fact; constant change.
The world of technology and thus the Internet is constantly changing. It may be that you have not taken the constant change in consideration and have still been using redundant SEO practices. There is no progress without change and stagnancy stunts progress. This applies to the online world as much as the real world. After all, it’s human at both ends. The last few years have seen a great shift in the way SEO has been involved in a website/business’s search engine ranking.
If you are still using the old SEO practices, it is time to familiarize yourself with the changing landscape and get on board with the idea that SEO is an ongoing journey. SEO practices you adopt today may get redundant a year or two down the line. Whether you have been in the business for long or whether you are just starting, you need to keep yourself up-to-date. Keep reading if you wish to know why SEO is an ongoing journey.
- Website Age
If you have just launched your website and followed the standard SEO protocol and every box is checked and you still do not see your website in the top results, then what can be the reason? Your search engine ranking greatly depends upon the age of your website. The older your website is, the higher the domain authority. Domain authority is a ranking score that determines your search engine ranking. Even though this score is determined by taking into consideration multiple other factors, site age is one of them. It means that you do not achieve your goal of high search engine ranking right away. It takes time and consistent effort over a long period of time for organic growth. Your search engine ranking improves only organically. You cannot pay your way to the top.
- Algorithm Changes
In order to check the site's health and to maintain high-quality search standards, Google periodically rolls out algorithm updates. Google is the biggest search engine on the Internet and it has important algorithms that help maintain the quality of the search results. These algorithms are updated twice or thrice a year based on Google’s guidelines.
Market research and audience usage trends are some of the factors taken into consideration in the updated algorithms. As a result, these algorithms weed out bad quality content or content that is not according to the Google guidelines. Websites that are guilty of this are penalized by Google and in most cases, they do not even show up on the search results. You cannot just develop a website according to set SEO standards and then expect it to show up on the search. You need to constantly update your content according to changes and guidelines so that you do not fall out of the Google search.
- Marketing Strategy Change
As the marketing strategy changes, so does the SEO strategy, especially if you’re focusing to drive traffic from a particular area or city. For example, if your business is based in Australia, you may hire the services of an Australian SEO agency to prepare the best digital marketing strategy for your brand that drives local traffic to your brand. Digital marketers recommend understanding how digital marketing works in order to stay on the top. Digital marketing is not the same as it was when SEO was initially developed. The rise in social media usage has altered the dynamics altogether. Even the current trends show that digital marketing practices that are working today will not be as productive tomorrow. SEO is reliant on marketing strategy as well; so make sure that you are on-board with the latest strategy.
- Technology Shift
Technology shift has contributed massively to the way websites are ranked. Google now takes into consideration whether your website is mobile-friendly or not. Recent years have seen a shift in the usage of preferred devices to search the Internet. Mobile search is the predominant search medium. In addition, your site is also ranked on the basis of its loading speed. If it takes longer than two seconds to load, Google demotes its search engine ranking. Your SEO practices have to take into consideration the technology shift. If you are not working in this area, your ranking is not going to improve.
- Sifting Through Backlinks
SEO will be incomplete without sifting through the backlinks. You have to remove the unhealthy or spammy links that link to your website. It certainly is not a one-time procedure. You have to constantly stay on top of it to be able to keep a healthy SEO profile. If your site has too many unhealthy links when the Google crawler checks your website, your site will be penalized. It can greatly damage your search engine rankings and shows that you cannot just work on SEO one day and forget about it. This is a constant work.
The competition today is intense everywhere. Your SEO strategy needs to be altered in light of the competition as well. You can’t know what your competitors are up to. They might be planning to roll out new products with the help of a hefty and aggressive marketing campaign. Since you have no information about their plans, you can’t make a strategy to stay ahead of them. Your competitors are always on the move with new strategies to win over the hearts of potential buyers. Your SEO ranking may drop as a result of your competitors’ aggressive SEO strategy. This is why you have to stay abreast of the market trends consistently to brush up your SEO game.
- The Rise in Artificial Intelligence
Your SEO ranking is now greatly reliant on artificial intelligence as well. This will open a whole new world for the content strategists. AI is an ongoing process as well as a future phenomenon. You need to learn to integrate it into your SEO strategy.
- New Queries Every Day
An SEO strategy greatly depends upon what the people are looking for. You cannot optimize your website in five-year-old queries. Just as the content on the web is continuously increasing, so is the variety of queries. Your SEO strategy changes with every new query. You have to continuously update your website content in accordance with the new queries. Without following this strategy, you will not be able to maintain a good search engine ranking.
- The Shift in Internet Usage
Internet is being used for multiple purposes. Reading, entertainment, teaching, buying, selling, communication; everything is now being done through the Internet. This shift in Internet usage along with the change in audience is what an ever-evolving SEO strategy is about.
- SEO Best Practices
There is no room for stagnancy in SEO best practices. When you say you are following SEO best practices, it means that you are aware of the constantly changing dynamics. You take every factor into consideration that is essential in improving your search engine ranking. In short, the best SEO practice is the realization that no one SEO strategy is permanent. You have to continuously evolve in order to strive to the top.