SEO Is Not Set And Forget

Writing by Nick Stamoulis on Tuesday, August 5, 2008 Comments (2)

There is one facet of search engine optimization that many web site owners, and in particular, bloggers, ignore. The general feeling is that once they have created a page of content (or a post) and optimized it for the search engines, they can leave it and move on to the next page.

SEO is a not a set and forget business. One of the most important components of any business model and that includes search engine optimization, is a process of review.

You may have pages that are months or even years old that at the time were optimized to gain high search engine results. If those pages are still appearing near the top of the search results then there is no need to play with them too much. You can however use them.

This older content has value simply by its existence. By mapping out what content you have, you can put together a reasonable linking program that links related articles. There is no harm at all in linking an older page to a fresher page, particularly if the fresher page has more up-to-date information. In fact, you are doing your readers (and yourself) a big favor. Arriving at a page with outdated data will see them disappear pretty quickly – point them to fresher data and they may follow.

Internal link building has always been a standard component in any well crafted SEO program. However I generally see most webmasters only using internal links in fresh content linking back to old content. The reverse process that is linking the older content to new can often improve overall rankings.

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2 Comments

Comment by steve

Made Thursday, 27 of August , 2009 at 11:35 am

This is one of the hardest factors of SEO consulting to explain to clients. They are always asking, “so when will we be done?”
This question always confuses me, because SEO wok is never really done. It’s an ongoing process. Clients need to understand this for sure.

Comment by Nick Stamoulis

Made Thursday, 27 of August , 2009 at 1:36 pm

HI Steve – Yes, I agree with you 100%, SEO is a moving target and is never really done…every so often I work with a client that understands this…thanks for reading!