People sometimes ask us if they can just do search engine optimization as a one-time exercise, get to the first page of Google results, and leave it at that.
It’s a tempting idea, especially for goal-oriented Aviation types, to set a goal, meet it, and move on with other things. But once you’ve invested the time, effort and money in a good search engine position, you’ll want to continue to invest a smaller amount each month to maintain your position.
When you earn your pilot’s license, you are safe and legal to fly in that type of airplane for a finite amount of time. As months and years pass, you’ll have to keep current on regulations affecting aviation, policies at your local airport, medical certificates, and legal requirements for your license. It’s a good idea to fly with an instructor if it’s been awhile since you’ve flown. Those hard-won skills tend to get rusty if not used regularly.
When you’ve lost weight or spent a lot of time and energy getting physically fit, you can quickly “get rusty” or slide back into old patterns of behavior. If you continue to eat in healthy ways and exercise, it’s much easier to maintain your new physique than it was to obtain it in the first place, so maintenance is key.
With search engine optimization, there is a similar tendency to “get rusty” if you don’t keep up with regular SEO (search engine optimization) maintenance.
Reasons for this:
- Search engines change their algorithms. Google, Bing, Yahoo, and others are striving to be the most-used search engine. To do that, they want to give users the best-quality results when they do searches. The technology that decides how websites are ranked is based on complex calculations of traffic, inbound links, use of keywords, and how recently the site has been updated, among other things. The recipe for this cocktail changes frequently as technology evolves.
- Industry terminology changes. Some similar terms like “aircraft maintenance” vs. “MRO”; or “airline” vs. “air carrier” fall into and out of usage based on popular news stories, industry convention names, and so on. It’s good to look at actual search results quarterly to be sure we’re optimizing for the most popular terms.
- Your business changes. Three months ago, everyone was looking for a particular product or service, now they’re looking for something else. Consumers want different things depending on seasonal fluctuations, evolution, or regulation changes. It’s important to be ranked for what they’re looking for today.
- Your competitors change. Your competitors are working on their search engine optimization and may be improving faster than you are. It’s important to keep track of what they’re doing. Monthly status and competitive analysis reports keep you on top of changes in the marketplace.
So, what do you do?
Both our Full Service and Do It Yourself Search Engine Optimization packages are designed to keep your hard-won search engine position, month after month, in a cost-effective way.
For Full Service Consulting, you receive a report each month that outlines your position, your improvement from last month, and where your competition stands.
Monthly updates from the Do It Yourself Program include a new video on CD and a new workbook each month with a new SEO technique.
The Do It Yourself program sends you a new module with a video on CD and workbook each month so that you’re continuously improving your position. You’ll also learn how to run competitive analyses and monthly status reports.
Either way, you can stay on top of all the important data and protect your position and your investment.
