SEO: Search Engine Optimization Bible

I

t’s done. You’ve spent weeks or months optimizing your web site, integrat-

ing yourself into social networks as an expert, testing the right keywords,

and digging for all the right links. Now you’re number one for your key-

words and the traffic that comes to your site surpasses anything that you’ve

had in the past. It’s time to sit back and put your feet up on the desk. A nice

nap, a long lunch. Now that you’re not working on SEO all the time, you’re

free to do some of the more interesting things that are allowed (or not) during

working hours.

Stop. That’s a nice dream, but it’s not the way SEO works. So you’ve achieved a

top rank? So what. Tomorrow you could be buried three pages deep in search

engine results or worse, because a search engine changed its algorithm and

you weren’t on top of it. Or maybe you just got knocked down below the fold

of the first page because other web sites added some features that made them

more popular than yours. Below the fold is not terrible, but it’s also not above

the fold, right there where a user can see your listing without having to scroll.

And it’s not the top position that you held yesterday.

It’s Not Over

In order to maintain that great rank that you’ve finally reached, you have to

stay on top of your SEO efforts. You’ve read it more than once in this book

already — SEO is a never-ending process. Once you’re where you want to be,

there’s a lot of work that must be done to keep you there. Even taking a short

time away from your efforts could lead to a drop in your position.

A good practice is to include an outline in your original SEO plan for the

actions you need to take and the amount of time you’ll need for them. On

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IN THIS CHAPTER

It’s Not Over ......................................................................................................................

Using Content Management Systems ................................................................................

systems

SEO Problems and Solutions ............................................................................................

SEO Beyond the Launch

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