Your Web Optimization Clinic: How Often You Should Optimize Your Website & More

web optimization
We know web optimization is important, and not just because Google says so—albeit that does hold a lot of sway. Optimizing your website not only lands your pages in Google’s good graces: It also helps your site visitors, which can pay off in more site traffic, conversions, and business. But how often should you optimize your site? The answer is less of a set time and more of a general rule to follow. 

Web Optimization Is Ongoing

We’ve said it before—and we’ll say it again: SEO is an ongoing practice. That means it can’t be set in place and then shelved. Much like an at-home garden, it needs regular care and maintenance. Your pages will need regular monitoring, tweaking, and adjustments as Google rolls out new updates and relevant industry terms gain more (or less) traction with searchers. 
With how fast pace the online space is, trends can change on a dime. Today’s optimization is tomorrow’s obsolete, which is why routine attention is so vital to your SEO. As mentioned, Google continually ships out new algorithm updates—and they’re not always forthcoming with what these updates fully entail or involve. We do know that they harp on what’s known as E-A-T (expertise, authority, and trustworthiness)—a particularly heavy-hitting ranking trifecta for pages. This being said, following best practices, accompanied by routine optimization, is your best bet to climbing the ranks of SERPs. 

What Aspects of SEO Do I Need to Focus On Regularly?

SEO is heavily involved with research which, as you can imagine, takes time to do. However, regular research provides the necessary groundwork to build effective web optimization strategies upon. Routine on-page SEO you’ll need to do includes staying up-to-date on relevant keywords for your industry, refreshing old site content, implementing new content, updating page meta data, and revising links as needed.
Relevant keywords can change in click, rank, and ease-of-ranking potential. Actively tracking these trends has the potential for you to capitalize on increased page traffic, click-through rate, and SERP ranking. In that same vein, refreshing site content with updated keywords, links, and even company news can foster similar results. Staying on top of page meta data clues Google, and other search engines, into what the page is and does for users; healthy links show search engines that you are actively practicing good site UX and doing what’s best by your site visitors. Adding in new content does a service to both users and search engines: It offers users relevant means to achieve their end goals and provides search engines with more information to crawl to learn about what you provide. 

What’s the Bottom Line Here?

All this probably suggests something akin to this: SEO isn’t something to ignore, but how can I go about accomplishing everything I need to? How often do I need to update? How much time do I need to earmark for it? Fear not, this doesn’t fall on deaf ears. 
We know, for business owners, time is precious. Owners don’t have a lot of it—and the time they do have is already spent elsewhere. We can’t give you a set frequency per se, but we do recommend it happening on a recurring basis—preferably weekly. In terms of time, it can vary; it can depend on your starting point, the industry you’re in, and more. But devoting time to it is essential. If you’d like to talk with us about your SEO needs, we’re all ears. Contact our in-house SEO professionals for a no-obligation discussion on how we can help upkeep your web pages to be fully optimized. 

About Lance

For nearly a decade, Lance has worked with Uptick in search engine optimization in some capacity, initially building our SEO department from the ground up. His expertise in the world of optimization makes him the ideal person to keep Uptick on the cutting edge of the ever-evolving SEO sphere. A graduate of Samford University, Lance is a member of Samford University’s Entrepreneurship, Management, and Marketing Advisory Board, creating the university’s first digital marketing course. He has spoken at the Birmingham chapter of the American Marketing Association, co-hosted ‘Grow With Google’ small business events, and presented to the Birmingham and Huntsville chapters of the Public Relations Council of Alabama. Currently, he spearheads Uptick’s SEO sales, business development, and overall strategies.

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