SEO Requires Constant Improvement

It used to be possible to run a search engine optimization (SEO) campaign and then leave it alone but this is no longer the case, an expert has stated.

Matt Hopkins, managing director of search engine marketing firm Vertical Leap, made his comments through his company’s blog, advocating what he calls the Kaizen approach.

“Kaizen is a Japanese term that effectively means continuous, incremental improvement,” he explained, adding that this philosophy is a “large part” of Vertical Leap’s management of SEO campaigns.

Mr Hopkins agreed that a lot of work is necessary at the beginning of an SEO strategy but that a Kaizen-inspired attention to detail and “pig-headed determination” is what creates a successful approach.

SEO company Phoenix Realm also describes optimization as a continuous process and suggests that a methodical persistence will give a marketer long-lasting results.

Furthermore, it advises that organic optimization will protect a website from falling in search engine rankings if the algorithms change, whereas so-called black hat techniques risk detection and a fall in rankings.