How often should you change your SEO strategy?

So in our industry this has become the million dollar question: How often should you adapt and change your company’s SEO strategy? Coming from someone who spends roughly 12-14 hours per day reviewing and analysing SEO campaigns, I’d say you should review your strategy constantly. Often the smallest changes can make the biggest differences. You’d be surprised how many clients we’ve seen who have used an SEO company which we’re stuck using a pre-penguin strategy, which is more likely to lead to your site being penalised, than it is too long term results.

As search engines evolve and Google becomes more and more adept at throwing out the spammers in our industry, the only real decision is to play by Google’s rules. There used to be a day when anybody could stuff some keywords into a site and then automate spun content for backlinks, but gladly this isn’t the case any longer.

If you don’t play by Google’s rules then you’re risking the livelihood of your business.
Google is now updating its algorithm constantly, so if you don’t change and adapt your strategy on a daily basis, then you’ll eventually fall short and possibly find a penalty slapped on your site. The only way for guaranteed results is to follow Google’s rules. For instance, if you’re going to create a backlink, then sure as hell make sure it comes from a high quality and relevant website.

Something which will never change is the old saying: ‘content is king’. Yes it’s true – most likely something you’ve heard a thousand times. But it’s guaranteed to give results in the long term, without any risk of penalty. Sure it’s very time consuming and to create high quality content can be a massive investment. But be rest assured that if you follow this route, you’ll be guaranteed to get long term results.
So whatever strategy you’re using, make sure you review your techniques as often as possible. If Google are making changes daily then there’s only one way to keep up!