When you decide to hire an SEO company such as Web Solutions of America, the goal is to become ranked for the key terms that you believe will lead to the highest conversions. So you sit with your SEO team and discuss what can be done to your website to get you to that goal. After a few months, you are ranking for many of the terms and your phone is ringing off the hook. Your SEO team has done their job, so you don’t need them anymore, right? Wrong. If you fire your SEO company after your website appears in the top 5 search results, in a couple months you’ll probably end up going back.
On-Site and Off-Site SEO
SEO is not a “set it and forget it” practice. Google’s algorithm changes all the time, and keeping up with it is truly a full time job. SEO also is not just about what is on your actual website. That is part of it, and this is called On-Site SEO. The title tags, image tags, headers, content, URLs, etc. all need to be optimized and relevant to the search terms you want to rank for. This is of course the easiest to control, and the easiest to continue to tweak should something not work. Off-Site SEO is a whole other ball game, and it takes time. One of the most crucial off-site SEO tactics is link building, and this is also a full time job.
Some companies may promise to build links and get you to the top of Google in just a couple weeks. These companies are using shady tactics and your time at the top of Google will be short lived. Building quality links back to your site takes time. Sites must be researched, and the administrators of the site contacted. A guest blog may be written on your behalf, which provides the link back to your site from another site that is relevant to what you do. Even just the task of finding a reputable and relevant website that will agree to provide a link back to you can take a long time, then there is the back and forth with the site administrator. How many backlinks will they allow? Do they want one in return? What are their rules on topics for guest blogging? Even once all this is determined and a guest blog submitted, the administrator may decide it’s too similar to a post they already have or would be a conflict of interest to link to your site. So then it’s on to the next one.
Google Panda and SEO
Google’s Panda updates have taken a toll on many websites that were previously doing well in the rankings. They have started to penalize duplicate content much more harshly, and the rules for determining a site to be relevant and not a spam site are much stricter. This has meant a complete overhaul in SEO strategy for many websites. Those who already employed an SEO company didn’t drop too far before this was caught, and a fix could be determined. If you get rid of your SEO company after ranking and then Google’s algorithm changes, it could mean your business is hurting before you even notice. It could then be another few months to get you back to where you were.
If you do not have the time to deal with all of this, then continue to employ your SEO company. If, and when, your rankings start to fall, wouldn’t you rather call someone and say “My rankings are falling, fix it!” then get back to your job, instead of having your day derailed by trying to figure it out yourself? Our Orlando SEO clients can rest easy knowing we stay on top of Google’s updates and their rankings every day.