SEO is not a set-it-and-forget-it practice. To maintain and improve your search engine rankings over time, you need to regularly revisit and update your SEO strategies. But with so many moving parts to SEO, it can be tricky to know exactly how often certain elements should be refreshed.
In this comprehensive guide, we'll explore optimal timeframes for reviewing core SEO components, including:
- Keyword research
- On-page optimization
- Content creation
- Technical site audits
- Link building
- Local SEO
- Social media
Follow these best practices to keep your website's SEO strategies current in our ever-changing digital landscape.
Keyword Research
Keywords are the foundation of SEO. The terms and phrases you target through optimization directly impact how and where your content ranks.
Since keyword popularity and difficulty fluctuate over time, ongoing research is crucial. Aim to fully reevaluate your target keywords every 3-6 months.
Set calendar reminders to revisit keyword performance frequently. Analyze search volume trends to identify rising or declining opportunities.
Tools like Google Keyword Planner, SEMrush, and Ahrefs can track historical and current monthly search volumes. Monitor this metric closely for your core terms.
Significant changes in search volume for your keywords signals that it’s time to refine your targets. Expand into related high-potential keywords or pause declining ones.
You’ll also want to check keyword difficulty periodically. As competition increases or decreases for a term, you may need to adjust your strategy accordingly.
Keyword optimization should tie closely to your business goals and content plans. Routine checks ensure you’re targeting the right terms to meet objectives.
On-Page Optimization
On-page SEO comprises all optimizations made directly on your website, such as title tags, meta descriptions, content, and technical site enhancements.
Ideally, review your on-page elements at least every 1-2 months. With regular website updates, it’s easy for pages to become misaligned with target terms or SEO best practices.
Title Tags & Meta Descriptions
These on-page components are incredibly influential in click-through-rate from search engine results pages.
Title tags and meta descriptions should be refreshed when you update your keyword targets. Check that each page is properly optimized for its core term or topic.
Recommended by LinkedIn
Adhere to recommended character limits - under 60 characters for titles and 150-160 for meta descriptions. keywords should appear early in both.
Beyond keywords, ensure title tags and meta descriptions accurately convey what the page is about. Compelling copy entices clicks.
Content
High-quality content is a major ranking factor. But even evergreen, authoritative content can become stale over time.
Review top-performing pages regularly to determine if content needs refreshed. Check that information remains accurate, formatting is up-to-date, and page speed is optimized.
Consider updating or expanding thin content lacking depth or multimedia elements like images, video, tables and infographics.
For timely topics, ensure content stays relevant. Add new data, insights and perspectives to demonstrate your commitment to creating value.
Site Architecture
Page layout, internal linking structure, URL names and site navigation should be logical and user-friendly.
Re-evaluate information architecture every 6-12 months. As your site grows, previous structures may need improved cohesion.
Ensure keywords are present in URL paths. Create clear page hierarchies through contextual internal link themes.
Technical Elements
Technical website audits should be conducted every 1-3 months.
Crawl errors, broken links, page speed, structured data, accessibility and mobile optimization all impact SEO. Use tools like Google Search Console to stay on top of diagnostics.
Schedule regular technical SEO checks. Prioritize fixes that directly hinder crawlers, user experience or page indexing.
Ongoing technical SEO vigilance prevents major ranking drops from site errors Google flags.
Content Creation
Regular content creation and publication is vital for SEO success.
Aim to publish new blog posts or web pages at least 1-2 times per month. For businesses with more resources, weekly is ideal.
New content allows you to target fresh keywords in creative on-page optimizations and earn links from promotional efforts.
Look at search trends and seasonality to identify timely topics and opportunities to fill content gaps.
Implement an editorial calendar to ideate, develop and promote a consistent cadence of valuable new content.
Link Building
Earning high-quality backlinks remains a top SEO priority. Links indicate authority and influence search perceptions.
Efforts to build links should be ongoing. Outreach, pitches and relationship-building require consistency over an extended timeframe.
Set measurable monthly or quarterly link building goals tailored to your resources and industry. Track new links in a spreadsheet or SEO platform.
Continuously expand your outreach list. Monitor new sites popping up in your space as potential link prospects.
Vary anchor text used for links to avoid over-optimizing any single keyword. Build a diverse, natural link profile.
Local SEO
For businesses operating locally, optimizing your online presence across review sites, directories and maps is crucial.
Conduct a full audit of listings each quarter. Claim and verify profiles on any new platforms.
Ensure all NAP (name, address and phone number) details are consistent everywhere. Fix discrepancies immediately to avoid duplicate listings.
Add fresh photos, updates and responses to reviews monthly to keep listings lively. Engage customers through profiles.
Social Media
An active, strategic presence on relevant social media platforms can complement your organic search visibility.
Audit social metrics at least monthly. Look at follower growth, engagement, clicks, and referral traffic. Tweak strategies if needed.
Share new content and backlinks gained to expand reach. Use compelling custom imagery with links to boost engagement.
Research popular hashtags and influencers in your niche for new connection opportunities.
Staying Consistent With SEO
Maintaining strong SEO requires diligence and consistency. But you don't need to tackle every single element every month.
Prioritize high-impact activities like optimizing new content, refreshing technical SEO, monitoring rankings and fixing critical issues.
For other elements like link building and local listings, designate specific blocks on your calendar to regularly improve those areas.
Use SEO tools like Moz, Ahrefs and SEMrush to streamline tracking and make activities more efficient.
Proactive, ongoing SEO efforts ensure your website keeps pace with competitors. Consistency compounds results over the long-term.
Schedule time at least weekly to check SEO projects and tasks. Avoid sporadic efforts or long gaps of inactivity.
With regular attention, your SEO strategies will evolve naturally alongside your business growth.
Key Takeaways
- Keyword research should be revisited every 3-6 months to identify new opportunities.
- On-page optimizations like title tags and content should be checked every 1-2 months.
- Technical SEO audits on site speed, crawlability, etc should happen every 1-3 months.
- Create new content consistently, ideally 1-2 times per month minimum.
- Building links takes ongoing outreach. Set monthly or quarterly goals.
- Review local listings quarterly. Keep profiles updated and engaging.
- Monitor social media monthly and tweak strategies as needed.
- Prioritize high-impact SEO tasks weekly while maintaining long-term consistency.
Keeping your SEO strategies current through regular research, content updates, technical checks, and promotion will ensure your website remains visible and authoritative in search results.
Staying on top of your SEO game takes work, but pays off tremendously through more qualified organic traffic, leads, and customers over time.
