You’ve established your initial web presence and have an SEO strategy in place. There’s some steady traffic, and you’re even picking up some leads. Your job’s done, right? Not quite.

Even if you’ve hit your key milestones and you’re where you want to be in the SERPs, that doesn’t mean there isn’t still room for improvement and that you don’t need to adapt. Especially when the competitive landscape is ever-changing.

In this piece, I detail why SEO is a continuous process. It’s not something that you can afford to ignore once you start seeing results.

Let’s get started with the first reason.

There’s more than one type of SEO, and an effective SEO strategy covers each type. In digital marketing, we divide SEO into four separate categories:

If you’re thinking about giving up on your SEO strategy, you can guarantee your competitors aren’t.

Effective SEO takes time. You might see an initial boost in your SERPs when you begin putting your plan into action. However, for the most part, you’re in it for the long haul, and you won’t see results instantly.

Additionally, to ensure their SEO strategy is as effective as possible, you can bet your rivals are tweaking and implementing new processes as the search engines update and evolve, leading me nicely to the next section.

As seen with the helpful content update that has started rolling out in August of 2022.

Panda emphasized quality content, while Penguin penalized sites using shady backlinking techniques and keyword stuffing. Inevitably, however, many legitimate website owners got caught up in this, causing them to lose out in the SERPs.

Then, another update, Hummingbird, considered searchers’ intent, while the Pigeon update impacted local SEO.

While not all these ever-evolving algorithms significantly impact SERPs, staying up-to-date on the latest Google algorithm news is essential so you can adjust your SEO strategy accordingly.

You know that awesome fresh content you keep creating? Well, it’s not enough on its own.

If you want your articles to attract organic results and reach your ideal customers, then you need to optimize each piece.

You can further optimize your content with:

Let’s move on to search intent.

Searchers’ intent can change over time, significantly impacting how your website ranks on in the SERPs.

Now, imagine you’re a hotel owner.

It’s summer, your business is booming because people are looking for somewhere to stay near the beach during their vacations. So naturally, they search for something like a ‘beach hotel (location).’ In all likelihood, they’re looking for a place to stay close to the beach in their chosen hotel.

However, come wintertime, your business slows down because people aren’t looking for beach getaways. An effective SEO strategy considers these seasonal changes in search intent and adapts its plan accordingly. For example, you might change your keywords to ‘seasonal short breaks’ (location) or similar.

You shouldn’t just think about SEO in isolation.

Ideally, you want to use SEO alongside PPC advertising. Here’s why:

You can find countless articles online declaring ‘SEO is dead.’ Some of these articles go back to 2012 and beyond, and they’re all saying the same thing. However, I can tell you something with confidence: They’re wrong!

Then there are the marketers who still swear by SEO. Let’s take the IT sector as an example.

How are companies in this sector building their visibility? As a forward-thinking industry, the IT sector is having to prepare for rapid change, and to help achieve this, they’re consistent investors in SEO.

Further, 89.3 percent said they’d conducted an SEO audit in the last year, and perhaps the most telling result of all, 78 percent use SEO for leads.

Whatever sector you’re in, SEO can work for you, getting you fresh leads and improving conversions, and taking your business to the next level.

If you’ve ever wondered whether SEO is a continuous process or a once-off project, this article should leave you with no doubt that you need to keep working on it if you want your SEO to be effective.

New trends and developments, changing search intent, and evolving algorithms are some of the main reasons to consider when developing an effective SEO strategy.

What’s the best way to implement and update an effective SEO strategy? Share your tips below.