[Intro to SEO: Part 5] How to Perform Ongoing Search Engine Optimisation

SEO, Website Tips

So you’ve followed all the necessary steps to set up your perfectly searchable website, but now what? Can I just leave it and let Google work its magic, I hear you ask? Sadly, no. Ongoing SEO is a thing, and it’ll help you climb higher and stay at the top of a search once you’re there. Search engines constantly update their algorithms and competitors are always trying to improve their SEO, so you need to continually optimise your website and stay up to date with best practices. In other words, it’s Google’s world and we’re just living in it.

Here’s 5 ways you can keep up with your SEO optimisation:

CREATE CONTENT AROUND KEYWORDS

Whatever your industry is, there is opportunity to create meaningful, authentic content that includes your keywords. Remember that list of keywords you created back in Part 2 of this Intro to SEO blog series? Review the list and consider what blog posts you could write around those phrases or topics that will provide value to your audience. Include keywords in the title and body copy and kickass meta description that authentically mentions your heavy-hitter keywords. Focus on creating high-quality, informative content that naturally includes your chosen keywords in a way that provides value to your audience. No keyword stuffing here – not the vibe. People won’t read it and Google will know.

*TIP* Remember to monitor your keyword performance regularly and adjust your content strategy to stay on top of your SEO game.

MEASURE AND TRACK PERFORMANCE

The best way to stay ahead of your competitors in the search engine rankings is to consistently track and analyse your SEO performance. I know it sounds like yet another thing to add to your to do list, but this one is worth it. Start by setting clear goals and KPIs to measure your success. You might want to keep track of your organic traffic, keyword rankings, conversion rates, backlinks, impressions, clicks, and click through rates (CTRs). You can then head over to SEMRush, Google Search Console or Google Analytics to monitor your performance over time. Monitor changes in your keyword rankings, including both increases and decreases, to understand how your content is performing for different search terms. Finally, keep an eye on your backlink profile and identify opportunities to improve the quality and relevance of your inbound links. (Guest blog, anyone?)

KEEP UPDATING KEYWORDS

Nothing is forever, and that (unfortunately) applies to your expertly curated list of keywords that I know you painstakingly poured hours of time into. Set a reminder every few months to go through and make sure your list is still as relevant as possible. You might be sleeping on a new keyword or phrase – don’t.

*TIP* Haven’t worked out which keywords you need? Read this post to learn how to search for the best keywords for your business.

MAKE THE MOST OF GOOGLE ANALYTICS

Google analytics is like looking through a little window into the soul of your site. Well, it’s actually just a window into who’s visiting your site, but it’s pretty much the same thing, right?

My favourite ways to use google analytics are:

see how much traffic you are receiving from organic search
track keyword rankings by connecting your Google Search Console account to your Google Analytics account and check the “Queries” report to see which search terms are driving traffic to your website
use the “Behavior” section to analyse which pages on your website are receiving the most traffic
the “Conversion” section tracks how many visitors are completing desired actions on your website
create custom reports to track specific metrics related to your SEO goals, such as bounce rates, time on page, and page load times

GOOGLE REVIEWS

Think of Google reviews like a friend’s recommendation – for better or for worse, people really trust google reviews, so it’s a good idea to push and get some good ones. Aside from simply asking your clients to leave a review, you should respond quickly and professionally to all your reviews, whether positive or negative, to show your commitment. Use keywords related to your business and location in your review responses and ensure that your business information is consistent across your platforms.

You did it!

You’re now across the basics of getting started DIY-ing your SEO. You might want to bookmark these posts and come back to them every now and then as a refresher or to add another layer to your SEO strategy. Good luck, and don’t forget to reach out with any questions or to let me know how you went! And for when you need to revisit, here are all the blogs in this Intro to SEO series: