Businesses should use 2018 to break the bad habit of viewing aspects of an SEO marketing strategy as a one-time exercise. Too often, some companies optimize a website page and never adjust it.
Though 61% of marketers in a 2017 HubSpot study say increasing organic visibility is their highest inbound marketing priority, they don’t always follow through.
You can tell they don’t fully embrace an SEO strategy any time:
SEO page titles lack a keyword focus.
SEO page titles merely mimic the content headers.
Page URLs are a mile long.
Nothing is ever modified (take a quick look with the Wayback Machine, a popular archive of more than 300 billion web pages).
Now is a good time to take a closer look at SEO marketing data because search is getting worse for all types of B2B and B2C businesses.
Your keyword phrase that continues to rank No. 1 organically is no longer the top result seen by searchers because of design changes to Google’s search engine results pages (SERPs). That lack of visibility jeopardizes the effects of your organic traffic – leading to fewer clicks, leads, sales, page views, and conversions.