Why SEO is a continuous process and has a crucial role in eCommerce Success
Estimated reading time: 5 minutes
Search Engine Optimization (SEO) is a fundamental process to ensure your eCommerce site rises to the top of the search engine rankings, resulting in a steady influx of highly qualified, purchase-ready consumers.
However, SEO isn’t a “one-and-done” approach.
Indeed, your eCommerce platform may receive initial SEO optimization at its launch, but without consistent attention to SEO, your site will likely fall behind in the competitive landscape.
Simply put, SEO is an ongoing journey. Here are five key reasons why your SEO strategy must be perpetually refined.
1. The algorithms are constantly changing
First and foremost, search engines are continually updating and refining their complex search algorithms.
They do this because hundreds of millions of websites are all battling for the top spots in the results. Because of this, many of these websites engage in “black hat” SEO practices (like keyword stuffing) to outrank competitors without actually providing value. Thus, the search engines must refine their algorithms regularly to render these “unethical” SEO tactics useless.
Moreover, search engines continuously strive to deliver more relevant results to users, often leading to unpredictable fluctuations in rankings. One day, a plethora of products on your eCommerce site may be topping the search results for multiple keywords, generating significant revenue. The next day, a subtle tweak in Google’s algorithm could drastically reduce your traffic, instantly cutting off that revenue source.
Keeping up with and adapting to these changes is, therefore, an integral part of your ongoing SEO strategy.
2. Consumer Search Behavior Is Dynamic
Search behavior is never static; customers change how they search for products or services over time. The keywords or phrases that are relevant today might be outdated tomorrow.
Without regular keyword research, you risk falling behind when your current keyword strategy becomes obsolete. Plus, you miss out on the opportunity to uncover and target new, low-competition, long-tail keywords that potential customers use.
Therefore, regular keyword research is an indispensable part of your SEO strategy.
3. Frequent SEO efforts keep your rankings high
It’s simple: Frequently updating your SEO keeps your rankings high. SEO campaigns often take a long time to show results, and changes in several variables (such as user behavior) can affect your campaign’s effectiveness.
Thus, you can’t set and forget SEO campaigns. You must always refine your strategy and make changes as needed.
For eCommerce sites leveraging content marketing, the key to retaining customer engagement and achieving higher rankings is through regular content updates that are keyword-optimized and valuable to readers.
4. Your business changes
Your business isn’t static. You may release or discontinue a product line, expand into new markets, and so on.
Most of these changes necessitate adjustments to your SEO strategy. For example, if you release a new product, you’ll need to research the audience and the best keywords to target.
It’s a similar story if you expand into a new market. You’ll have to learn about a whole new audience and their search habits and see what kind of keywords they use to look for the products you sell.
If you discontinue a product, you may have to remove internal links and mentions of it to stop sending traffic to a nonexistent product page.
These are just a few examples. Any time your business changes, consider the SEO effects.
5. Competitors are after your ranking spots
You’re not the only one trying to reach #1—your competitors are, too. If you ever let up on SEO efforts, your competitors will be more than happy to step in and snag your search rankings. That includes both your current competition and new entrants that want to take you down.
Whether or not you believe your most direct competition is paying attention to SEO, you should hammer down on your SEO process anyway. At best, you’ll be far ahead of competitors who aren’t trying to rank high in the search engines. At worst, you’ll still remain on top of a competitive market.
Strong SEO requires continuous attention
The SEO process is never-ending—if you hope to stay competitive, that is.
But just because you have to update your SEO continuously doesn’t mean it should be a tough task. The less time you spend on SEO (without compromising on your campaigns’ quality), the more time you have to grow your business through other means.
Verbolia makes it easy to grab those coveted top spots and gain more traffic. All you have to do is import the keywords you need to rank for into Verbolia, and the platform will build SEO-optimized pages on autopilot. Verbolia will even adjust your internal linking to keep crawlers happy.
Then, you can analyze various metrics for each page and watch your traffic grow. From there, you can make any tweaks with ease.