Good SEO must be built over time, and here's why.
Search Engine Optimisation (also known as SEO) is the process by which your website appears in search results above your competitors. The importance for ranking well in search engines like Google is capturing new business ahead of your visitors, and being visible on the first page of results for your specified keywords. SEO is a process which can take many months to see full results – so we thought we would explain why.
Google has to build up trust, with new domain names especially. Google needs to clarify that it is not a spammy site and that it belongs to a real business offering genuine products or services.
Google will ‘crawl’ a website periodically to make sure it has the most recent version in its database. How often this process occurs depends on the site, but can be anywhere from every few days to once every few months. Each times your site is crawled Google makes note of changes that have been made, and adds them to its index.
Your key competitors may be savvy in the online space, or have someone undertaking search engine optimisation on their behalf. They can then be countering your efforts, and may already be well ahead of you when you’re starting out. If you’re chasing someone that has already started the race, it can take a while to catch up to them.
Google is keen on showcasing unique content online, with no duplicates (nothing that has been copied and pasted). This valuable unique content takes time to produce, and for Google to recognize as unique and worth featuring.
The more links from other respected websites to yours, and vice versa, the better your ranking in Google will be. These links take time to build, as it may involve requesting that suppliers or business partners link through to your site. Links between various content within your site is also a key ranking factor.
As with other technologies, search engines are always changing. They are always adapting and becoming smarter, in order to provide their users with the best results. In fact, Google makes over 500 changes to its search engine algorithm every year. Therefore, your SEO strategy will need to be looked at and reviewed regularly as well. Changes will likely need to be made based on changes to the online world that are outside of your control. SEO is much like fitness, in that if you stop exercising you become less and less fit as time goes on.
There is no cheating the system with Search Engine Optimisation, it is a worthwhile and useful strategy for long term results. However, should you require immediate results you may want to consider running an online advertising campaign at the same time.