Should your business ever take a break from SEO?

For so many reasons, it can be tempting to stop doing SEO for a period of time – maybe it’s a budget, maybe you’ve had a bad experience with your SEO provider, or maybe you don’t see the results you thought you’d see. .

When that happens, do you need to take a break from SEO? And if you do, what are the consequences?

The answer: SEO is a marathon, not a sprint

SEO is like running a marathon. If you stop because you get tired easily, your competitors will pass you by. The longer you take a break, the more competitive you are – and it can be difficult to catch up.

Of course, no one is forcing you to do SEO. But you need to think about what you are facing before you decide to stop spending time and money on it.

What you face is an average of 12 changes to Google Search each day, millions of keyword competitors, and website support that, if not done, will result in a poor quality site, making it even harder. for ranking.

That’s why the secret to SEO success is endurance. SEO can only stop if Google stops changing things and all your competition disappears.

Three reasons not to stop doing SEO

Here are three things to keep in mind before taking a break from SEO:

1. There are an average of 12 changes in demand per day

It’s no secret that Google always updates its search engine. In 2020 alone, Google conducted more than 600,000 experiments, which “led to more than 4,500 improvements to Search.” That’s an average of 12 changes a day, people.

Some changes are insignificant, others are large. Some have been announced, many are flying under the radar. (You can see how many Google updates are talking about SEO, here.)

In any case, tracking and understanding how these changes affect the website is not a major competence of most companies. So, you need SEO expertise.

That’s why SEO specialists spend countless hours testing and analyzing changes in Google so that their clients or employers can benefit from this knowledge.

If you quit SEO suddenly, your website probably won’t stay afloat in the storm of Google for very long.

2. You have millions of competitors – yes, millions!

Try searching on Google and see how many results are displayed. Literally every application can have millions or billions of results. These are your competitors online.

Of these millions of results, your content must somehow appear on the first page. And if you want even more clicks, your content should be among the top few results on the page.

We analyzed data from three recent surveys on the position of search results and clickthrough rate, and overall, position one always gets the most clicks:

Clickthrough rate analysis from three studies by Ignite Visibility, Sistrix and Backlinko

Add to that the fact that you need to be an expert on the various search verticals (such as Google Images, for example) and all the search features that appear on the first page – not just the 10 blue links – to compete effectively.

Every day you pause your SEO is a day when your competition can spend money and resources to move forward.

Given that it can take five to seven months to start seeing the results you want from SEO, this is a time you can’t afford to waste. (In addition, some keywords take even longer to rank; it took us two years to help a customer rank â„– 1 for ‘games’).

Maintaining your website is a full-time job

While it’s true that quality websites can build value over time in the form of links and traffic, you can’t set it up and forget about SEO.

You need to regularly maintain both the technology that drives your website and the content on it. And how often depends on what type of website you have and what type of content it has.

For example, if you have content that Google calls “your money or your life,” you’ll need to review and refresh it regularly.

Also keep in mind that every site will need technical fixes for SEO on a regular basis to ensure that it works with maximum performance for search engines and end users. Think about: servers, content delivery networks, content management systems, page crawling issues, and more.

Keep in mind that Google said in its Search Quality Score Guidelines that “unsupported / abandoned ‘old’ websites or unsupported and inaccurate / misleading content are the cause of low page quality ratings.”

Because Google keeps websites up to date and offers a good experience, if you stop SEO, you risk affecting your ranking ability.

Last thoughts

When businesses want to take a break from SEO, it’s often because they don’t see the results they want. And this is usually due to other factors such as budget constraints, hiring the wrong SEO specialists or even inconsistent expectations.

However, if you are planning 5% to 10% of your revenue and working with the right SEO provider, you should be able to get the results you want. And those results usually end up with more revenue for the business.

When SEO leads to revenue, stopping SEO is rarely an issue that any business considers. If you treat SEO as the main marketing activity for the life of your business, you will often win the marathon. If you give up, you lose.


New in Search Engine Land

About the author

Since January 1996, Bruce Clay Inc. (BCI) helps websites rank in search engines. BCI has become a leading search marketing company providing SEO services and consulting, pay-per-click (PPC) advertising management, content development and social media marketing services. BCI also provides SEO tools, including SEOToolSet® and the Bruce Clay SEO plugin for WordPress. He runs SEOtraining.com, a comprehensive online SEO training and membership site that includes Bruce Clay’s renowned SEO training course. More than 5,000 visitors have learned SEO from Bruce Clay classes around the world, and now members have access to it from around the world.

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