Beyond One-and-Done: Why One-Time SEO Optimization Falls Short in the World of Smart Tech

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The Big Smoke explains why a one-time SEO effort doesn’t cut it anymore. In the era of smart tech, continuous optimization is essential for online visibility and business growth.


When the Internet went mainstream, having a business website was simple. 

You simply paid a website designer or company to design your site, bought yourself a domain name and address, and it was pretty much a one-off investment – you’d have an online presence for a few years, until it was time to update. 

Now – not so much. 

Today there’s more competition online than on the streets, and our high-powered Internet-connected smart-tech devices rule our worlds. 

You need to be in front or on top of: 

  • Search engine algorithm updates
  • The competitive landscape
  • Changing user behaviors
  • Content freshness and relativity

We shop, work, study, connect on social media, and job hunt all from our smartphones or the comfort of our lounges, and we rely on search engines to navigate the bulk of those activities. 

From a business perspective, this means that optimizing our websites for search is critical, and our search engine optimization (SEO) strategy needs to be current and robust to attract new business, and rank on search engines.

One-off SEO isn’t enough, it needs to be a continuous process. 

One-time SEO 

Whether you are building your own site on one of the many available platforms to make it happen (WordPress, Wix, Squarespace, Weebly, Shopify, GoDaddy, Joomla!, to name a few) or having an agency do it for you, these are the factors you need to be aware of that will make your site SEO-friendly from the get-go.

  1. Domain name: the address of your website should be simple and concise, and effectively represent your business name. Think description, unique and memorable with no numbers or symbols, and less than 15 characters. 
  2. Site structure: the structure of your site is how it’s organized and your pages link – critical for user experience, and how Google finds and indexes your site. The architecture of the new site can boost your SEO from day one.
  3. Mobile-friendliness: around 60% of web traffic comes from mobile phones and around 90% of mobile users search from their device. That’s a whole lot of opportunity to be missed if your site falls short. 
  4. Competitor watch: analyze their SEO strategies, strengths, and weaknesses. It can help you understand the competition, your niche, get content ideas, and benchmark your own performance.
     
  5. Google Search Console: it’s free to sign up and set up, and enables you to monitor, maintain and troubleshoot your website. 
  6. Keyword research: set up a keyword research tool such as Semrush, Moz, Ahrefs, or Google Keyword Planner to understand what your target audience is looking for, tailor your content, and attract more traffic to your site. 
  7. SEO optimized content: if you’re starting from scratch, put your best foot forward.
    • Understand and nail the motivations behind search queries or search intent (informational, commercial, navigational or transactional).
    • Optimize your on-page SEO elements including content that makes your keywords work and matches search intent, and brief yet descriptive title tags, meta descriptions and image alt text.
  8. Get it out there: this is not a case of “build it and they will come”. Start with promoting it to your connections, join online groups and communities, share your content via socials, and try some email marketing.  

Quick Boosts

If you want to hit the ground running there are some short-term temporary actions you can take to achieve almost immediate increased visibility: 

  • Directory submissions: you’ll need to research suitable directories for your site, find the appropriate category, and submit your site or page/blog URL. 
  • Link exchanges: partner up with other websites (legitimately) to exchange links and boost your authority and ranking. 
  • Paid ads: campaigns like Google Ads will increase your visibility in Search Engine Results Pages (SERPs) for specific keywords. 

Ongoing SEO aka Your SEO Strategy

We could have added another point in the above list about regularly auditing your site’s performance – see what’s working or not, and fix issues. But that’s just part of your continuous improvement journey. 

With a little bit of training and time, you can manage some of this stuff yourself, but for some of the more technical tweaking, advice from, or implementation by the pros can give you the edge. 

Tuning Your Website

Ignore these aspects at your peril: 

  1. Update and add to your content: add new pages and blog posts with keywords in titles, headings, meta descriptions, image alt text and content, and update your old stuff too. 
  2. Update your site architecture: ensure your internal linking structure is clear for better ranking and user experience, and update your navigation as your site expands. 
  3. Keep an eye on your page speed: site speed matters, optimize your images, code and host to reduce load times. Pay special attention to your mobile speed load.
  4. Technical SEO: This may need an SEO guru, because you need to check for indexing issues, 404 errors, check security (HTTPS), and site crawlability. Your structured data, sitemaps, and robots.txt files need to be current. 
  5. User Experience/Conversion Rate Optimization (UX/CRO): test changes to your calls to action (CTAs), layouts, and forms etc.

Building Your Web Presence or Off-Site Ongoing SEO

  • Link building: this is mentioned above as a quick boost, but should be part of your strategy through guest posts, contributor articles, case studies, interviews and partnerships, etc. 
  • Digital PR: Pitch your brand, products, content, or experts to journalists and publishers for press and backlinks – or call in the experts.
  • Social media marketing: Make yourself a social media calendar, and stick to it. If that’s too time consuming, engage scheduling software. Sharing your content on socials will drive engagement and brand awareness to boost your SEO. 
  • Local SEO: Don’t underestimate the power of your locals and free advertising. Get listed on Google My Business, Apple Maps and Bing Places to encourage reviews and citations. And keep it updated – you can add videos and media to make it pop. 
  • Reviews and mentions: Don’t ignore the power of your brand mentions and reviews either. Collect positive reviews, and use them to gather testimonials if that works. Always respond to the negative ones professionally.  

Final Word

Your ongoing SEO strategy requires regular effort and commitment to review and adjust your strategy based on analytics. It should be focused on enhancing both your on-site and off-site SEO elements over time (i.e. continuously), and building your brand and reputation online. 

Your website should always be a work in progress, developing and growing with the business, while keeping your customers coming back for more, and attracting new ones to stay ahead of the competition.  

If you’re looking for a partner to pimp your website, and boost your SEO to increase your visibility, talk to our team at The Big Smoke. That’s what we live for.

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