SEO or Search Engine Optimization requires you to continuously put some work into your site even after the site has been optimized once for search engines. SEO is not like plug and play where you can just optimize your site once and leave it forever expecting it will keep growing in the search results. Big names in the SEO industry like Brent Franson say that bloggers and webmasters have a tendency to think that once a site has been search engine optimized, there nothing left over to do. They assume that the search engine optimization techniques which they used like adding web content, backlink building, keyword research etc. would be yielding the same results and benefits even after two or three years, let alone months.
But this is a completely false assumption according to me. The actual power of SEO relies upon its constant use. The consistent and repeated use of SEO is essential to bring a website to the top of the search results. You can get a website to rise a few places in a day’s work. But if you want to see the consistent rise in search engine traffic and rankings, it could take months of SEO and hard work. Even after achieving top rankings, you cannot just neglect and stop optimizing. To keep those rankings, you need to sustain the SEO on your website on a regular basis.
While there are plenty of reasons for this, one of the main reasons is that major search engines care about the freshness of the content that is put up. They want to direct people to sites that have brand-new material and are on the forefront of an industry. On top of that, search engines want to find active sites because that shows other people are going to those sites and using them, and the most active sites often provide the best Intenet-based communities for people to join. Because that is the goal, you can see why sites that have fresh content updated on a regular basis are going to rank higher than sites with old information and old pages that may not have been updated in months or even years.
The effect of SEO is also cumulative, and you have to keep in mind that other people are constantly working at it every day. If you want to keep up or stay ahead of them, you have to keep working in the same manner.
For example, let’s say that you put up 100 posts on your blog or website as part of your SEO campaign. You will notice a rise in your search engine rankings and traffic as your website will start to rise in the search results. But let’s say that you stop adding content after that for an year so just assuming that your rankings and traffic would be preserved. In that case, a blogger adding even 10 posts per month would get past you in the year and would replace you in the search results. This is of course assuming that his posts are atleast of the same quality as yours. In fact, anyone producing fresh and high quality content would get past you easily in the search results and you will lose everything you worked for. Hence, to get the best and long term benefits, your SEO campaign should be consistently monitored and improved.