The importance of ongoing website optimisation

As an enterprise organisation, it is crucial that your website is visible online for all people to see.

The more your website traffic increases, the better the chance that your brand is seen by a greater number of people.

Ongoing website search engine optimisation is therefore essential.

However, it takes a lot more than simply monitoring monthly traffic levels and SEO reports.

We’re often informing clients that a successful ongoing SEO strategy isn’t something that can be automated.

It takes an extensive amount of ongoing research, tweaking and implementation to see any significant results.

This blog post will look to identify some initial areas for you to keep on top of in your ongoing SEO strategy.

Update your keywords regularly.

We’re all aware of the importance of keyword research.

What many aren’t aware of though is that it isn’t just a one off activity.

Many organisations conduct keyword research as part of a greater website build and then focus all future efforts on these initial findings.

But people change and so does the language they use.

Your marketing team or agency should be scheduling time frequently to understand what is working and what is not (we would recommend at least every quarter as a good benchmark).

We like to use Ahrefs to support our keyword research.

It is a really useful tool in helping to identify keywords and phrases based on specific topics within a particular industry or product/service niche, informing us on how competitive a term is.

Monitoring the competition is important too!

Understanding what they’re trying to rank for will help you to identify suitable opportunities in relation to your own domain authority.

Create content, focused content.

Google receives over 3 billion searches every day!

25% of these people click on the first search result they see.

What is it these people are clicking on?

Website content.

Whilst your website content should be topical and appeal to your target audience, many enterprise organisations are missing a huge opportunity.

The opportunity? Creating content that is optimised for search engines.

In order to engage and stand out, your website content must be visually appealing.

This can be achieved through imagery, video or graphic design.

But you must remember to keep in mind your target keywords and phrases so that your content is be visible in the SERPs.

Fast page speeds are vital.

This is pretty obvious right?

Fast page speeds will avoid frustrating the user.

Slow page speeds can increase bounce rates and reduce dwell time.

But site speed has become even more important to ranking than what you might think.

Page speed is now a direct ranking factor.

Recent research by Google has shown that the recommended average user perception of acceptable page speeds is around two seconds.

We therefore expect all mso websites to achieve a two second page load speed or less.

Optimise your links.

Every website with a focus on visibility can benefit from link optimisation.

As an enterprise organisation, you should have an ongoing process whereby your marketing team or agency regularly reviews the quality of your existing links.

This is completed to ensure maximum value is being achieved from them.

Search engines value the quality of your links.

So it makes sense to focus on high authority websites instead of low quality links that have no relevance to what you’re talking about.

Be sure to make those links look pretty too.

Long messy URL structures can be difficult to understand and drive a reduction in link trust.

Lasting thoughts.

Search engines are regularly making changes to their algorithms.

This makes ongoing optimisation essential if you want your website to remain visible.

The changes are not made to make our lives difficult – they’re made to improve the user’s experience.

If your website has been created to achieve that same aim, then you stand a perfect chance of being found.