We often speak about there being two halves to search engine optimisation – "on-page optimization" and "off-page optimization". But an on-going search campaign also has two main phases – "core build" and "on-going".
In the "core build" phase, our main function is the ensure that the site is raised to a certain standard in terms of its on-page optimization as well as map out the plan for the off-page optimization activities. It is in this phase where we make a site more search engine friendly and remove as many impediments as possible that may be preventing the site from gaining the rankings it deserves.
The "core build" phase is more straight forward in many respects. Experienced SEO’s can look at a site and know what needs to be improved in order for it to be given a better chance of ranking well.
It is in the "on-going" phase that experience really does count. For many, this phase is simply about link building and other "off page" initiatives. Perhaps some companies also "monitor" their client’s sites using automated tools. For us, this is the phase that will make or break an SEO campaign.
Once the initial optimization has "bedded in" and started to find its place in the rankings, additional
gains from "on page" changes need to be made carefully and gradually. Perhaps the page title of a page could be restructured to achieve a better ranking for the targeted keyword? Maybe we need to rethink the internal linking structure? Whatever it is, you make that one change and wait to see the impact. Any negative changes will need to be reversed.
This level of "tuning" requires that your SEO is really on the ball and is aware of what tweaks can have the biggest impact – but just as importantly, is not too impatient to change too many things at once.
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