If the initial object of search engine optimization is to attract website traffic, the long-term objectives are to retain and convert that traffic and new traffic into repeating business. As all analytic webmasters know, the bulk of site traffic tends to come from search engine referrals. Retaining strong search rankings is essential to sustaining strong traffic, increasing sales and thus expanding your business.
Even after a website has established itself with its visitors and has a strong conversion record, search engines will continue to provide the vast majority of all new site traffic. If the SEO has done his or her work properly, blogs, social media and paid-search ads should also be driving new and repeat visitors.
Under normal circumstances, sustaining strong search engine rankings, while hard work, is fairly straight forward. That doesn’t mean it is easy by any extent but search marketing maintenance is not necessarily rocket science either. There is a never ending series of regular, methodical tasks to plan and work through. Depending on the size and scope of the website one is working on, a number of decisions should be made in order to prioritize work to most effectively use one’s time.Generally, when we do the “final” touches on the initial phases of a client campaign, we wait a short period of seven to ten days before worrying too much about where pages or documents in the site are ranking. During that time, there are a number of tasks we perform to help boost the site’s performance, many of which have already been covered in the previous articles and radio segments that make up this series.
