Your company has a well-structured and optimized website, local listings, and profiles on the top social media platforms. So now you can sit back, run your business, and let the magic of SEO (search engine optimization) take care of making your phone ring and filling your inbox with leads. Right? Not so fast…

It’s Changing Again?

Because the landscape of search is always evolving, one of the most important pieces of digital marketing is keeping up with changes made by Google as well as countless other websites, search engines, and platforms across the Web. In fact, according to Moz, Google changes its search algorithm 500-600 times each year. That’s an average of about 1.5 changes per day. Moreover, Moz’s biannual Search Engine Ranking Factors Experts Survey shows the expected influence of ranking factors in Google’s algorithm.

2015 Ranking Factors

With so many changes, who is keeping up with SEO on your behalf?

Research and the Right Tools

At The Web Guys, we use a healthy mix of research and tools. Daily research on known and trusted industry blogs, including Google’s own Webmaster Central Blog and many others, keep us informed so that we can delve deeper into opportunities to improve online visibility and results for our clients.

Using the right tools to measure the ups and downs is imperative. While there are plenty of tools available, a few are musts in our opinion.

Google Search Console — Formerly named Webmaster Tools, this tool helps ensure that Google can access the content on your website, identifies any HTML or crawl errors, provides search query information, and more. Learn how to add your website to Google Search Console.

Google Analytics This powerful tool tracks so much more than the number of visits to your website. The nearly endless data points include how visitors came to your website, their behavior while on the site, and much more.

Search Engine Ranking Reports – There a many different search engine ranking software options, and some are better than others. While it’s important to be as accurate as possible, the key is to be able to track any major shifts or trends.

Making Informed Decisions

The tools listed above and regular research provide plenty of SEO-related information. But data alone is useless unless properly applied.

That’s where The Web Guys comes in. As digital marketing experts, we constantly research, assess, update, measure, and repeat. We can help you keep up with the ever-changing landscape of SEO. Contact us at (317) 805-4933 for more information, and continue following our “What is Digital Marketing” blog series.

What is Digital Marketing?

Part 1: Building a Solid Foundation
Part 2: Joining the Local Search Community
Part 3: Managing Your Company’s Brand Online
Part 4: Managing Your Company’s Online Reputation
This Week: Keeping Up on SEO
Part 6: Making the Most of PPC Campaigns
Part 7: Wrapping Up Your Digital Marketing Takeaways