Dealing with SEO updates and website changes
One last problem you may encounter after you’ve initially set up your SEO strategies is the updates and changes that your site will go through. Often, people feel that once the SEO is in place, then it’s always in place, and they don’t have to think about it again. But believing this can lead to a very unpleasant surprise.
When your site changes, especially if there are content updates or changes to the site structure, links can be broken, tags may be changed, and any number of other small details may be overlooked. When this happens, the result can be a reduced ranking for your site. Site crawlers look at every- thing, from your tags to your links, and based on what they see, your ranking could fluctuate from day to day. If what the crawler sees indications that your site has changed in a negative way, the site’s ranking will be negatively affected.
Many things affect the way your site ranks in a search engine. You’ve seen an overview of a lot of them in this chapter, and you’ll see them all again in more depth in future chapters. Realize that SEO is not a simple undertaking. It is a complex, time-consuming strategy for improving your business. And without attention to all of the details, you could just be wasting your time. So plan to invest the time needed to ensure that your search engine optimization efforts aren’t wasted.
