SEO Basics: Why Does Your Site Need Onsite SEO and Regular Maintenance?
Emma Author + Marketing Specialist
Everybody wants their site to rank first, but with so many new sites popping up every day, it’s becoming increasingly difficult to achieve this goal. The internet is like a vast ocean, you need to keep your navigation up to speed or you risk getting your ship lost at sea. Add in the pirates and buccaneers that want to plunder your ship and you get the idea. Regular maintenance is essential to keeping your ship afloat, updating your maps (SEO) even more so. Otherwise, people won’t be able to find this landing page of yours you keep talking about. Still not convinced? Take a closer look.
What exactly is onsite SEO?
Onsite SEO is practice of optimizing whole web pages to generate more relevant traffic and rank higher in search engines such as Google. This means both the HTML source code and page content need to be optimized in order to be on the top of the list. Either you or someone else needs to take care of this feature if you wish to have a stronger online presence.
The main thing is, Google hates repetitive, irrelevant content and often penalizes pages that keep doing the same old. What it simply can’t resist is new, relevant, quality content that users find more interesting. Throughout the years, Google has become more and more sophisticated, to the point of becoming so intelligent that you need to employ a full-time ‘babysitter’ to watch over your website. Because it really is like taking care of a baby.
Your website needs constant ‘baths’ to keep it clean from various viruses and infections as well as regular diaper changes to update its protection from filthy hackers. Neglecting these simple needs will probably cause Google to go social services on you and take your website away from you and put it in a new home, the last page of Google search.
Tags, links and descriptions
Another reason why you need to keep updating your onsite SEO is because various tags, links, descriptions, keywords and content require some special attention. Meta tags are what gives search engines information about your page. Using them properly is important if you want to have a high rank. Title tags for one should be kept short and descriptive, as Google has a 70-character limit. Next, meta descriptions are another thing that needs some closer inspection.
Mainly, a good description is needed to attract the proper audience and if the content of the site changes, this also needs to be updated to be in sync with the audience in question. However, the thing Google simply adores, are links. Regularly improving your internal and outbound links, and removing old toxic links, will ensure that your website has a better position on Google. Just don’t put links in every sentence, as it will do more harm than good for your rankings.
Had enough? Well there’s plenty more where that came from, this of course was just the gist of it, a ‘bootcamp’ if you will. Devoting a lot more time and research is needed to fully comprehend SEO. If you are to avoid some of the sharp rocks that lurk below the surface, this Hong Kong SEO company argues it ends up being cheaper when you outsource it than do it yourself.
To strengthen that point, you need to know that Google updates how its search algorithm works all the time, and what was the right way of doing something yesterday, won’t be so today. SEO is like trying to step into the same river twice, by the time you get in the second time, the water has already flown downstream. The same thing happens with SEO, by the time you learn the ropes of the trade and get the hang of it, new rules and updates come along.
It goes on like that indefinitely, as Google is always trying to perfect their algorithms further, and as it’s becoming more intelligent, it’s harder to keep track of what actually works and what doesn’t, without the right training and expertise in the field.
Doing regular maintenance to protect your website from cyber-attacks is a no-brainer. Nobody wants to expose their website, as well as their business for that matter, to such attacks. Without regular maintenance, your websites defenses will be outdated and easy prey for cyber criminals. Hackers are always looking for new ways to exploit a website, without the latest software installed, all they need is a small breach and they’ll get inside and cause havoc.
Consequently, when such an attack does occur, you’ll wish you hadn’t built your house not with sticks and straws, but with bricks instead. Moreover, you’d want to do scheduled maintenance simply because of the fact that you need to do regular backups, just in case a pesky hacker does get through. You don’t want info to be leaking, but having no info at all and a crashed site is far worse.
In conclusion, if you think that your site is the only one out there, think again. There are plenty more fish in the sea, and if you don’t want your site to be on Google’s endangered species list (the last page of Google search), consider doing regular onsite SEO and general maintenance from now on.
Orana Creative Contributor
Emma Miller is a Sydney based writer with a degree in marketing. Interested in digital marketing, social media, start-ups and latest trends. She's a contributor Orana Creative and BizzMark Blog.