Which is easier to capture?
Something that stands still.
Or something that keeps moving around?
Doesn’t take a rocket surgeon to answer this one correctly.
And no, it’s not a tricky “it depends” type thing either.
I still see SEO providers offering set packages that are structured around set lists of deliverables, like X number of keywords targeted, X number of links built, X number of articles written and so on.
I find this problematic.
It gives the impression that SEO is something static and that it takes set amounts of things to get results.
Nothing could be further from the truth.
It completely disregards the fact that there’s no one size fits all approach with SEO, even if the fundamental principles are the same.
I’ve fixed homepage title tags and that alone has brought in results.
I’ve optimised entire sites with no links built and that’s brought in results.
I’ve written just 1 blog post per month and that’s brought in results.
But that’s also not enough for some sites where you have to do so much more.
And there’s the rub: you can’t just do the same damn things each month expecting everything else around you to remain the same.
There’s seasonal changes, economical factors and even what your competitors do – all of this is dynamic, organic and atomic. There’s an element of predictability but it could all change at any time.
So why stand still and be an easy target?
You need to keep moving, keep changing it up, doing the basics but also doing differnt things to adapt to changes around you.
You can’t tell me that your business is the same today as it was 3 months ago or 6 months ago or even a year ago? (put Covid aside for a moment).
That’s why you have to adapt your SEO strategy to change. SEO is organic and so is your business and website.
And besides, who ever won by simply staying the same and in the same spot?
Coca Cola is one of the most recognised brands in the world. The logo has remained unchanged for ages. But they don’t sit on their laurels. They mix it up with different flavours to keep things fresh.
So if Coke recognises that they need to stay ahead of the game, why don’t you?