Waarom is SEO een continu proces?

Search Engine Optimization / Door
Waarom SEO continu proces is?

Waarom zoekmachineoptimalisatie een voortdurend proces is? De beste restultaten bij zoekmachineoptimalisatie worden behaald op het moment dat tijd, uren en kunde worden gecombineerd in een project. Daarbij is het van groot belang je voortgang te monitoren, zodat je weet dat je op de goede weg bent en blijft. Dat zijn allemaal zaken die je zelf kunt regelen.
Maar er zijn ook externe factoren die bepalen of je hoog in de zoekmachines eindigt. De tijd van set and forget in SEO is voorbij.

Het korte antwoord op deze vraag is: “Omdat de wereld verandert.” Hieronder geef ik je de vijf belangrijkste redenen…

Meer uit je SEO-optimalisatie halen?

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Tims SEO-tips

Reden 1: Omdat Google's algoritme verandert

Oké er zijn meer zoekmachines. Maar SEO-optimalisatie wordt toch vooral voor Google gedaan. Regelmatig update Google zijn algoritme en publiceert dat in een 168 pagina’s dik online document: de zogenaamde Search Quality Evaluation Guidelines. Zo zijn er in de afgelopen jaren  diverse update geweest (zoals E-A-T, Penguin en Panda) die het internet soms compleet op zijn kop hebben gezet. Alleen door je aan de richtlijnen van Google te houden konden websites die van ranking veranderde weer voor een deel hun positie terug claimen.

Reden 2: Omdat je concurrenten ook aan SEO doen

Stilstaan is achteruitgaan. Bedrijven die op belangrijke zoekwoorden bovenaan staan weten hoe belangrijk deze posities voor hen zijn voor het verkrijgen van new business. Uit onderzoek blijkt dat van de 70% van de nieuwe bedrijven die faalt er geen enkele een top 3 positie in Google heeft gehaald. Deze posities zijn belangrijk voor het totaal aantal organisch zoekverkeer. En deze worden door je concurrent beschermd met SEO. Maar dat niet alleen. Ook zullen andere bedrijven continu proberen zoekposities te winnen ten koste van die van jou. Als jij niets doet en je concurrent wel dan betekent dat achteruitgang en verlies van zoekverkeer.

Reden 3: Omdat zoekgedrag verandert

Omdat websites, producten en diensten veranderen passen ook gebruikers hun zoekgedrag aan. Een bepaalde zoekterm die populair was in het verleden kan vandaag minder effectief zijn. Daardoor verschuiven zoekvolumes. Je kunt het dus verliezen van concurrenten die wel hun zoektermen aanpassen aan recente inzichten. Die bijvoorbeeld periodiek zoekwoorden onderzoek te doen. Tenminste als jij nog vasthoudt aan je oude keywords.

Reden 4: Omdat je content up-to-date moet houden

Goede content voorziet in de informatiebehoefte van gebruikers. En daarmee is alles gezegd. Als je met zoekmachineoptimalisatie aan de slag gaat is er één key focus punt en dat is de juiste content. En dat hoeft helemaal niet per sé nieuwe content te zijn. Verouderde content kan vaak hergebruikt worden. Ook zogenaamde ’thin content’ (blogposts en pagina’s met weinig content) kan door middel van mijn Bundelstrategie ineens een ‘killer-page’ worden. In goed Nederlands.
Daarnaast moet je natuurlijk ook blijven investeren in de killer content van de toekomst. 

Reden 5: Omdat autoriteit verkrijgen tijd kost

Een van de belangrijkste aspecten voor het succes van SEO is het verkrijgen van autoriteit. Zowel in zoekmachines als voor gebruikers. Het eerste doe je met linkbuilding en het tweede met goede content waarmee je gebruikers opleidt.
Met backlinks die je verzamelt van goede sites stijgt je Domain Authority en Trustflow. Dat zijn de indicatoren waar het bij de zoekmachines om draait.
Door goede content te schrijven gericht op de uitdagingen van je doelgroep help je ze oplossingen te vinden en stijgt je autoriteit bij hen. Daarbij gaat het voor-wat-hoort-wat principe op. In ruil voor de content kan je iets terug vragen. Bijvoorbeeld een abonnement op je Pro-tips nieuwsbrief. 
Beide onderdelen van het verkrijgen van autoriteit vereisen continu aandacht. Maar het kan heel verslavend werken als je de gewenste resultaten eenmaal behaalt.

Content optimaliseren?

Pak het op de juiste manier aan.
Download waardevolle Gratis SEO Campagne Template.

Tims SEO-tips

Over de auteur

Ik ben een allround marketeer met jarenlange ervaring op het gebied van marketing, leadgeneratie en sales. Door (op het juiste moment) in te inspelen op pijnpunten en ambities van de eindklant, ben ik in staat om waarde te bieden waar de eindklant op dat moment verwacht. Dat alles met brede kennis, interesses, creativiteit en senioriteit. Ik zet online marketing campagnes en funnels op die daadwerkelijk converteren. Met dank aan mijn jarenlange ervaring op het gebied van leadgeneratie, help ik opdrachtgevers, ideeën op een goede manier om te zetten in afspraken en klanten. En dat merk je direct in de salescijfers.

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