How to Nurture SEO

Updated January 2025
 

You wouldn’t plant a garden and expect it to flourish on its own, right? A thriving garden needs regular watering, the occasional pruning and a watchful eye for any weeds creeping in. SEO is no different; it requires thoughtful nurturing and ongoing care in order to grow. Search engines are constantly evolving, users’ behaviors keep shifting and new industry trends are always sprouting up. So, get ready to roll up your sleeves and dig deep—your SEO needs a little love if you want your efforts to bloom into real, lasting results. 

Why SEO needs to be continuously tended to 

SEO isn’t a one-and-done task. It's a living, breathing part of your marketing strategy that requires ongoing attention. Here are some key reasons why your SEO strategy can’t afford to sit still: 
 

1. Search engine algorithm changes 

It’s no secret Google loves to keep us on our toes. With search engines frequently updating their algorithms, keeping your SEO strategy fresh is essential. These updates are designed to enhance user experience, but they can also cause your rankings to wobble. 

Consider the impact of Google’s Helpful Content Update. This update rewarded content that is genuinely valuable and relevant to users rather than optimized solely for search engines. It pushed many brands that relied heavily on keyword stuffing into the back row, while those who produced high-quality, user-centric content saw their visibility skyrocket.

Google Search’s Core Updates, which occur several times a year, significantly alter how content is ranked. They remind us SEO is a dynamic process that calls for regular attention. Updates have made it clear factors like crafting valuable content, improving load speeds and optimizing for mobile are ways to earn Google’s favor and secure top search rankings. 

2. Evolving user behaviors 

By keeping a close eye on shifting search patterns, brands can better align their content and keywords with what users are actually looking for. With the rise of voice search and high mobile usage, more people are turning to their devices for quick answers, often asking questions in a more conversational manner. This means that brands need to tweak their content strategies to match this trend, focusing on natural language and conversational tones.  

When users search for something on their phones, they often want (and expect) immediate results. For example, someone might go from typing “best coffee shop” to saying “best coffee shop near me” as they look for a quick caffeine fix. This subtle change in language addresses a more specific need and highlights the value of incorporating localized keywords. 

3. Competition 

SEO is a competitive game, with brands constantly vying for the same coveted keywords. Every time a competitor drops a new piece of content or revamps their website, it can have a ripple effect on your search rankings. If a competitor launches a sleek new site or publishes engaging, high-value content that diverts traffic, your own visibility might take a hit.  

This is where competitive analysis becomes your best friend. By regularly assessing what your rivals are doing, you can identify gaps in your own strategy and make necessary adjustments. 

What fuels ongoing SEO 

Staying on top of all the moving parts is crucial to maintaining a strong SEO presence. Here are some elements that keep your site running smoothly and your rankings steady: 

1. Continuous keyword research 

Keyword research isn’t a one-time thing. What’s relevant today probably won’t hold the same weight in a year, or even in a few months. As search behaviors and user intent evolve, so should your keywords. To stay current and at the top of search pages, SEO teams should continually monitor their high-performing keywords while also looking out for new trends to jump on. Tools like Ahrefs and SEMrush are essential here, helping you spot new opportunities before your competitors do. 

Oh, and be wary of keyword cannibalization. If several pages on your site are targeting the same keyword, this can confuse search engines and hurt your rankings. Make sure your content is unique and aligned with individual search terms so each page gets a chance to rank.

2. Content optimization and freshness 

Don’t let your content sit for too long and become stale. Search engines love content that’s fresh and relevant, so if your pages are gathering dust, you might notice a drop in performance. Over time, even your best-performing content can start to show signs of decay. When your pages become outdated, search engines may see them as less valuable, and users might start looking elsewhere for the latest information. 

To keep your rankings strong, it’s important to update your content regularly. This could mean revising outdated facts, adding fresh perspectives or optimizing for keywords that are trending. A little refresh can go a long way in ensuring your content continues to drive traffic.  

3. Link building 

Rather than focusing solely on the quantity of backlinks, aim for links valuable to your target audience and content. A backlink from a reputable site within your industry is worth much more than a dozen from low-quality sources. To build those crucial links, look for opportunities to collaborate with industry partners. Guest blogging, offering expert insights or simply networking within your niche can cultivate the backlinks that matter most. 

Be sure to take advantage of internal links as well. While external backlinks bolster your site’s authority, internal links help users navigate your content and give search engines a clearer picture of your site’s structure, ultimately boosting its searchability.

4. Technical SEO maintenance 

Don’t let your site fall apart behind the scenes. Technical SEO is the foundation of your website, but over time, little hiccups like broken links, outdated plugins or cluttered navigation can sneak up on you and mess with your rankings. These issues might seem like no big deal at first, but they can snowball, leading to slower page speeds and worse user experiences. 

To keep your site performing at its best, we recommend scheduling regular technical SEO audits, whether that’s quarterly or even monthly, depending on how often you update your site. This will help you catch and nip those small problems in the bud before they drag your rankings down. 

SEO maintenance is a must for midsize brands  

For midsize brands, refining and updating your SEO isn’t just about rankings. It’s a way to build lasting trust with your audience. The more regularly you show up in search results, the more your customers see you as a reliable and credible brand. This consistency strengthens your relationship with your audience, growing trust each time you show up and deliver value. 

And let’s not forget that SEO is an investment that appreciates over time. Every tweak, every optimization, every keyword refresh piles onto what you’ve already built, leading to more organic traffic and greater visibility. The more you nurture it, the more it pays off, driving sustainable development for your brand well into the future. 

Don’t wait to start building your SEO foundation! Get in touch with our t::team and let’s work together to create an ongoing SEO strategy that grows with you.