Internet Marketing 101: Why is SEO Always an On-going Process?

December 28, 2017

Internet Marketing 101

InternetMarketing101When Callidus Marketing puts together an Internet marketing strategy for a new client, one of the first things we say is that this is always an adaptable, ever-changing strategy that adjusts to market trends and Internet trends. Search Engine Optimization (SEO) is a key component of an Internet marketing campaign. A company’s SEO strategy one year may not necessarily look at all the same as the following year due to changes in the business market and/or changes on how the Internet views sites and their content.

Continuous Improvement: Change is Good.

Let’s think globally for a second. Think about technology over the decades. Technology advances so rapidly; businesses have to constantly evolve their technology strategy just to keep-up! Think about how the dawn of the personal computer age changed the world. Do you think IBM’s technology and business strategy changed during the 1970’s and 1980’s? The Internet changes just as fast or faster. The Internet strategy of 2010 is outdated and most likely going to do more harm than good, because of how search engines and users see the Internet. To keep-up, we are constantly improving and updating content to keep relevant on the Internet. In fact, one of the core principles the search engines abide by is “Continuous Improvement.” It’s simple: adapt or die. It’s important to never develop a strategy set in stone and make sure your strategy can adapt for the future.

Competition Changes, too.

When the World Wide Web first started taking off, there was a lot less competition on the Internet. Were you on the Web in 1995 when the WWW became “a thing?” Many businesses weren’t there yet. Now, if you have no visibility and no presence on the Internet you’re considered a dinosaur. As Internet technology improved, so did the competition for users’ attention. Now, when developing an Internet marketing strategy, businesses must account for what their competition is doing on the Internet or might do on the Internet. There are new websites popping-up every day, so your list of competitors is constantly growing, too! Make sure to keep an eye on what the competition is doing!

The Rules of Search are Game-changers, too.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO)

Back in the early 2000’s, SEO was pretty easy. All websites had to do to improve their rankings was “stuff” a bunch of keywords on a page as many times as possible to see their rankings improve. The search engines have adapted to those strategies with sophisticated search algorithms designed to deliver the search results users are looking for. As a result, the content of sites has to be developed with TWO audiences in mind: search engines and regular site visitors. This is one of Callidus Marketing’s core development principles. Developing unique, fresh, and content designed for two audiences better position a site positioned to adapt to any algorithm change, which are frequent. As long as keep up-to-date with the latest algorithm, or rule, changes from the search engines, they will be successful long-term.

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