Your website is not a rotisserie chicken.
You can’t just throw it in the SEO Pro 3000 and then set it and forget it.
“But I did all my SEO. Now I just sit back and watch the traffic roll in, right?”
The web is a dynamic place and things are constantly in flux. Keeping on top of your site performance should be high on your priority list.
Here are some things that need to be reviewed on an on-going basis:
Did you target the right keywords? Where are they ranking? Which pages are ranking? What can be done to improve rankings and volume?
What keywords are converting? What searches are bringing in the most visits? What content is most popular? Check out page two performers and plan to improve them.
Effects of Google changes
Search engines are ever-changing, and what worked then doesn’t always work now. Cross-reference any drops in traffic with Google’s algorithm updates to determine if your site was affected.
Technical site changes
Did someone in the IT department change the navigation, block your site with the robots.txt file, move domains, etc.? Sometimes a change that someone else deems small and insignificant can have a big impact on SEO. Make sure you’re in the loop on all site changes, and know what effect it’ll have on SEO.
So what can you do to monitor your SEO strategy over time?
- Regularly review analytics and set up analytics alerts. If your traffic flatlines but nobody is around to hear it, does it still make a sound?
- Review Google Webmaster Tools and Bing Webmaster Tools. Look for error messages, health issues, signs of malware, etc.
- Run a scan of the site to look for 404 pages, etc. Use Screaming Frog and SEOmoz to crawl your site and look for errors.
- Do some site:www.yourdomain.com searches to make sure your site is indexed and showing up in search engines properly.
- Is your XML sitemap fresh? If you’re adding great content to your site, you want to make sure your XML sitemap is dynamically updating to include new pages.
- Review interlinking strategy. After reviewing keywords and what pages are ranking, you may have some tweaks to make. Update your internal linking strategy accordingly.
- Review meta data. Think of your page titles and descriptions as ad copy in the way it displays in SERPS. Can it be tweaked to increase your CTR? Monitor Analytics to get answers to your experiments.
- Check duplicate content. Use copyscape to see if your content has been duplicated on other sites.
Here at seOverflow, we’re incorporating all of this and much more into on-going SEO services for our clients. What do you monitor on your site or your clients’ sites on an on-going basis?