You can call it living in a post-fact world, or you can call it alternative facts. Whatever you happen to be calling it, you might as well let me tell you this upfront. There is no such thing as set it and forget it marketing. Digital marketing is composed of a number of different factors, it’s about your website, about your SEO, about your content, and about how you talk to your clients. Marketing is no more entirely about stuffing keywords into your page than Disney World’s Main Street is affiliated with the real-life Main Street. If you set it, forget it, and leave your marketing alone, you’re not using it, and you’re going to lose it.
How SEO Happens
Your search engine rankings do not happen by magic. What a search engine does is crawl the web using an algorithm, and builds an index of the pages that it’s visited. In order for your page to even show up, the algorithm has to be able to find your site, index it, and rank it in order of relevancy. These algorithms are continuously updated with new “instructions” on what to look for in terms of content. So, as you can see a search engine is all about looking for content, indexing the documents, and serving the results to people looking for this information – to the tune of over 40,000 search queries every second.
Why You Can’t Set It and Forget It
There are some general guidelines that you can use to make sure that your site is findable, but they are complicated and change frequently. What worked for SEO when the page was created can change radically from the update to update. This is to make the search results more accurate, and to screen out “Black Hats” who might set up pages to lure in searchers, then infect their computers with malware and viruses. Using “set it and forget it” can lead to a webmaster having an encounter with the Mighty Google Banhammer.
What can the Mighty Google Banhammer do?
Well, for a start, it can make your site disappear from the search results. Your site will still be on your server and available at your URL, but it will have effectively disappeared from Google. Your page ranking can disappear in a heartbeat if Google suspects any impropriety or misbehavior on your part.
Hire a Pro
One of the best things that you can do for your business is to hire a digital marketing professional as soon as you can. This is all about smart money and making your budget work for you. 4 Step Studio understands that not every small business needs a full time in-house marketing department, but every business does need help with building and maintaining a web presence across multiple platforms. Advertising, social media, search engine optimization, down to the nitty-gritty pixel hurting of building a website – our company does all this and more, and we can do it for you.