The Only Constant Is Change
If you’ve noticed thus far, there’s a recurring theme in SEO. Change. Rapid, never-ceasing change. There are changes made to make it harder to game search. Changes made to make search results better. Changes made because people want different things. Changes because search patterns and behavior and devices change. Changes, all the time. Google runs many thousands of ranking tests each year, and implements many hundreds of actual permanent changes.
As an SEO, or someone who oversees SEO, you need to get really comfortable with this. SEO is not one and done. You don’t optimize your site once and then you’re good. You don’t hire an agency until your rankings improve and then quit because you think you can take it from there.
SEO is a long game, and you need expert eyeballs on it over time that can monitor for important changes, new rules, new technologies, new competitors, and new opportunities. The moment you stop working on SEO, you start backsliding. Like walking up a down escalator, if you stand still, you’re moving backwards.
Luckily there are tools out there than can help you monitor for algorithm changes. MozCast is a great one.
SEMrush Sensor is another, and in some ways a much better one as it monitors by category.
There are dozens of other great tools that SEOs use to stay on top of things, and we’ll dive deep into those in Module 4. But for now, it’s sufficient to say that SEO is changing, will continue to change, and you need to be aware of and prepared for that. You need to measure and monitor. You can never rest on your laurels in the SEO world.
So now we’ve covered our intro to SEO. You understand what it is, why it exists, and in broad strokes how it works. Maybe you’re thinking “awesome, this is exactly what I need”…or maybe you’re thinking “well, my business doesn’t do much on the web, so why does this matter?”
And in both cases you may be right. SEO isn’t for every business. It’s important for many, but not all, and understanding how SEO fits with your business is critical when determining how to allocate marketing and dev resources. So, on to Part 2 to learn Why SEO is Important!