In today’s world, having a website isn’t enough. You need people to find it. That’s where SEO, or Search Engine Optimization, comes in. But SEO isn’t something you do once and forget about. It’s a process that keeps going. This is called ongoing SEO.
If you’re asking, “What is ongoing SEO?” this blog post is for you. We’ll explain it in simple terms, show you why it matters, and walk you through what it involves. By the end, you’ll know how ongoing SEO can help your website stay successful. Plus, we’ll keep it beginner-friendly and practical.
Let’s get started!
What Is Ongoing SEO?
So, what is ongoing SEO? It’s the continuous work of keeping your website optimized over time. Unlike a one-time setup—where you might fix a few things and call it done—ongoing SEO means you’re always improving and updating your site.
Think of it like taking care of a garden. You don’t just plant seeds and walk away. You water the plants, pull weeds, and add fertilizer to keep everything growing. With a website, you need to keep tending to it because search engines, competitors, and user habits change all the time.
Ongoing SEO is about staying on top of those changes to keep your site ranking well and bringing in visitors.
Why Does Ongoing SEO Matter?
You might wonder, “Can’t I just do SEO once and be finished?” The answer is no. Here’s why ongoing SEO is so important:
-
Search Engines Update Their Rules Often
Google tweaks how it ranks websites hundreds of times a year. These updates can change what makes a site rank well. If you don’t keep up, your site might slip down the list. -
Competitors Don’t Stop
Other websites in your field are likely working on their SEO too. If they keep improving and you don’t, they’ll pass you in the rankings. -
People Search Differently Over Time
What people look for and how they search changes. Ongoing SEO helps you adjust to new trends and habits. -
Websites Can Break
Things like slow loading times or broken links can pop up. Ongoing SEO catches and fixes these problems before they hurt your rankings. -
New Content Keeps You Relevant
Search engines love sites that add fresh content. If your site stays the same for too long, it can lose ground.
In short, ongoing SEO keeps your website visible and strong, no matter what changes come along.
What Does Ongoing SEO Include?
Ongoing SEO isn’t just one task—it’s a mix of different activities you do regularly. Here are the main parts:
1. Updating Content
Content is a big piece of ongoing SEO. You need to keep it fresh and useful. This means:
-
Writing new blog posts or pages
Adding new content shows search engines your site is active. For example, if you sell handmade jewelry, you could write about new designs or jewelry trends. -
Refreshing old content
Go back to older pages and update them. Maybe a blog post from two years ago has outdated tips—fix it up with current info. -
Mixing up content types
Don’t just stick to text. Add videos, images, or even a FAQ page to give visitors more value.
Why it helps: New and updated content keeps people coming back and tells search engines your site is worth showing.
2. Finding New Keywords
Keywords are the words people type into search engines. Ongoing SEO means always looking for new ones to use. Here’s how:
-
Use keyword tools
Tools like Google Keyword Planner show you what people are searching for and how hard it is to rank for those words. -
Look for longer phrases
Short keywords like “shoes” are tough to rank for. Longer ones like “best running shoes under $50” are easier and more specific. -
Understand what people want
Are they searching to buy something or just to learn? Match your content to their goals.
Why it helps: Using the right keywords brings the right people to your site.
Also, Learn How to Use Google Keyword Planner: A Complete Guide.
3. Building Links
Links from other websites to yours (called backlinks) are a big deal in SEO. Ongoing SEO includes getting more of them. Try these ideas:
-
Write for other sites
Offer to write a guest post for a blog in your niche and include a link back to your site. -
Make content people want to share
Create something useful, like a guide or a fun infographic, that others will link to naturally. -
Fix broken links
Find broken links on other sites and suggest your page as a replacement.
Why it helps: Good backlinks tell search engines your site is trustworthy, which boosts your rankings.
4. Fixing Technical Stuff
Technical SEO is about making sure your website works well for search engines. You need to check:
-
Site speed
A slow site frustrates visitors and can lower your rank. Use tools like Google PageSpeed Insights to test it. -
Mobile-friendliness
Lots of people browse on phones, so your site needs to look good and work on small screens. -
Broken links
Links that don’t work hurt your site. Find and fix them regularly. -
Structured data
This is code that helps search engines understand your content better. It can even get you special features in search results, like star ratings.
Why it helps: A smooth-running site keeps visitors happy and search engines impressed.
5. Improving User Experience
User experience (UX) is how easy and pleasant your site is to use. It’s a big part of ongoing SEO. Focus on:
-
Simple navigation
Make it easy for people to find what they need with clear menus and buttons. -
Readable design
Use big enough text and colors that don’t strain the eyes. -
Fast load times
People leave if a page takes too long to open. Keep it quick. -
Accessibility
Ensure your site works for everyone, including people using screen readers.
Why it helps: A site people enjoy using keeps them around longer, which search engines notice.
6. Tracking Performance
You need to know how your site is doing. That’s where monitoring comes in. Use tools like:
-
Google Analytics
This shows you how many visitors you get, where they come from, and what they do on your site. -
Google Search Console
See how your site appears in search results and spot any problems.
Check these tools often to see what’s working and what needs a tweak.
Why it helps: Tracking lets you make smart choices based on real data.
Common Questions and Mistakes About Ongoing SEO
People often get confused about ongoing SEO. Let’s clear up some common questions and mistakes:
- Mistake 1: Thinking SEO Is a One-Time Job
Some believe you can set up SEO and never touch it again. But with search engines and competitors always changing, you have to keep at it. - Mistake 2: Believing It’s Only About Keywords
Keywords matter, but ongoing SEO includes content, technical fixes, links, and more. It’s a team effort.
- Question 1: How Do I Keep Up With Changes?
Google’s rules shift often. It’s tough to stay current. Follow SEO news (try sites like Search Engine Journal) or get help from an expert. - Question 2: How Do I Fit SEO Into Everything Else?
SEO is just one part of running a website or business. Pair it with your other efforts—like social media or email campaigns—so it all works together.
Real-Life Example: Ongoing SEO in Action
Let’s look at an example. Say you run a small pet store with a website. At first, you set it up with some keywords like “pet supplies” and write a few pages about your products. You rank okay for a while.
But then, Google updates its rules. A competitor starts blogging about pet care tips and gets ahead of you. Customers start searching “affordable pet supplies near me” instead of just “pet supplies.” Your site’s loading speed slows down, and people leave.
With ongoing SEO, you:
-
Write new blog posts about pet care to keep content fresh
-
Research and use the new keyword “affordable pet supplies near me”
-
Reach out to pet blogs for backlinks
-
Speed up your site by compressing images
-
Check Google Analytics to see your traffic grow
Over time, your rankings climb back up, and more customers find you. That’s ongoing SEO at work.
How to Start Ongoing SEO
Ready to try ongoing SEO? Here’s a simple plan:
-
Check Your Site
Look for slow pages, broken links, or old content that needs a refresh. -
Set Clear Goals
Decide what you want—like more visitors or higher rankings for certain keywords. -
Plan Your Content
Make a schedule for new posts or updates. Even one a month is a start. -
Track Results
Use Google Analytics and Search Console to see how you’re doing. -
Get Help If Needed
If it feels overwhelming, talk to an SEO pro for advice.
Wrapping Up
Ongoing SEO is the secret to keeping your website strong and visible. It’s about updating content, finding new keywords, building links, fixing technical issues, making your site user-friendly, and checking your progress. By doing these things regularly, you stay ahead of changes and competitors.
SEO isn’t a one-and-done deal—it’s a process that pays off over time. Whether you’re running a blog, a store, or a personal site, ongoing SEO can help you reach more people.
Want to get started? Try some of these steps today. Or, if you need a hand, reach out to an SEO expert. Your website’s success is worth it!
