How Stopping SEO Hurts Your Digital Marketing

Consistency is one of the primary keys to success in business, and the same is true for your SEO efforts. Obtaining high placement within the search engine results pages takes a lot of work done over a considerable period. All too often, business owners will pour a significant amount of effort and money into rebranding, designing a new website, and beginning SEO campaigns only to stop shortly after that.

It is a common misconception that search engine optimization is something that you can “set and forget,” and that abruptly starting and stopping campaigns will have no negative impact upon one’s overall digital marketing. However, even neglecting the smallest SEO details can be a huge detriment to your online presence.
Consistency is one of the primary keys to success in business, and the same is true for your SEO efforts. Obtaining high placement within the search engine results pages takes a lot of work done over a considerable period. All too often, business owners will pour a significant amount of effort and money into rebranding, designing a new website, and beginning SEO campaigns only to stop shortly after that.

It is a common misconception that search engine optimization is something that you can “set and forget,” and that abruptly starting and stopping campaigns will have no negative impact upon one’s overall digital marketing. However, even neglecting the smallest SEO details can be a huge detriment to your online presence.

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John E. Lincoln listed several of the consequences of ending an SEO campaign in a recent article on SearchEngineLand.com that we thought were beneficial to share with District Maven clients, vendors, and readers. We featured what we found most valuable from Lincoln’s article post below, along with our essential points included.
John E. Lincoln listed several of the consequences of ending an SEO campaign in a recent article on SearchEngineLand.com that we thought were beneficial to share with District Maven clients, vendors, and readers. We featured what we found most valuable from Lincoln’s article post below, along with our essential points included.

If You Stop Creating New Website Content

When you stop adding fresh, unique content to your website, the following things will happen:

  • You stop adding to your overall website architecture, which will limit deeply search engine robots can index your pages.
  • Without new content, both human visitors and search engine indexing robots have little reason to return to your website. Over time, this will result in a smaller number of branded searches -- a critical quality indicator to Google.
  • No new pages that can be linked to will be created, ultimately resulting in fewer links earned on other websites and throughout the search engines.
  • You stop targeting new keyword phrases, often using less variety in what little content is being posted to your website. This will not only lower your keyword rankings but also reduces new incoming traffic as well.
Bottom Line: Regularly adding new, valuable content to your website is a way to show both human visitors and search engines that your business or brand is both active and well-versed in your given industry or market. When no content is posted for a considerable amount of time, the likelihood of being ignored by potential customers and in the results pages increases significantly.
When you stop adding fresh, unique content to your website, the following things will happen:

  • You stop adding to your overall website architecture, which will limit deeply search engine robots can index your pages.
  • Without new content, both human visitors and search engine indexing robots have little reason to return to your website. Over time, this will result in a smaller number of branded searches -- a critical quality indicator to Google.
  • No new pages that can be linked to will be created, ultimately resulting in fewer links earned on other websites and throughout the search engines.
  • You stop targeting new keyword phrases, often using less variety in what little content is being posted to your website. This will not only lower your keyword rankings but also reduces new incoming traffic as well.
Bottom Line: Regularly adding new, valuable content to your website is a way to show both human visitors and search engines that your business or brand is both active and well-versed in your given industry or market. When no content is posted for a considerable amount of time, the likelihood of being ignored by potential customers and in the results pages increases significantly.

If You Stop Publishing Content Correctly, With SEO In Mind

Just because you add something to your website doesn’t necessarily mean that it is SEO-friendly. Adding a new landing page or blog entry will provide little benefit to your business unless it includes certain aspects that make it “optimized” -- or, in other words, features that allow the search engines to read or understand your content. (Something humans and Google do differently!)

When content is published that overlooks essential optimization components, the following will almost certainly happen:

  • You run the risk of targeting keyword phrases that are outdated, out-of-season, or no longer applicable to your business. This will ultimately reduce both the number of impressions your website receives in the results pages, but also your overall relevance and value score as well.
  • You can accidentally forget to include essential SEO features for media content, such as alt tags on images, for example.
  • You run the risk of search engines crawling new content only to be unable to comprehend it. If search engine robots are unable to understand what you are trying to express, they will never give you credit for it.
  • Bottom Line: Why go through the hassle of creating new content if the search engines aren’t even going to be able to read it? Never forget that two entities must be able to comprehend and digest information on your website, and both are equally deserving of regular TLC.
Just because you add something to your website doesn’t necessarily mean that it is SEO-friendly. Adding a new landing page or blog entry will provide little benefit to your business unless it includes certain aspects that make it “optimized” -- or, in other words, features that allow the search engines to read or understand your content. (Something humans and Google do differently!)

When content is published that overlooks essential optimization components, the following will almost certainly happen:

  • You run the risk of targeting keyword phrases that are outdated, out-of-season, or no longer applicable to your business. This will ultimately reduce both the number of impressions your website receives in the results pages, but also your overall relevance and value score as well.
  • You can accidentally forget to include essential SEO features for media content, such as alt tags on images, for example.
  • You run the risk of search engines crawling new content only to be unable to comprehend it. If search engine robots are unable to understand what you are trying to express, they will never give you credit for it.
  • Bottom Line: Why go through the hassle of creating new content if the search engines aren’t even going to be able to read it? Never forget that two entities must be able to comprehend and digest information on your website, and both are equally deserving of regular TLC.

If You Don’t Regularly Monitor Your Website For Technical Issues

It may seem strange if to those without any web experience, but sometimes things break for no real reason from a technical perspective. Just like Lincoln, we’ve rarely ever seen a website that didn’t have a few SEO issues. Some of these problems can only be seen on the backend of a site, whereas the others will become visually apparent.

Without regular monitoring of the technical aspects of your website, the following could happen:

  • Your website could be blocked with robot.txt.
  • You could accidentally publish duplicate content.
  • You mistakenly push your staging (or development) site into production, and it goes live on your primary URL.
  • Without keeping your content management system, its theme, and plugins updated, you run the risk that these separate features will no longer work in harmony with one another. When this happens, it is common that elements of your website will shut down, such as functionality aspects (like contact forms) or visual features (such as imagery or video).
Bottom Line: Although these details may seem mundane and small individually, they quickly add up over time. Additionally, as Google is continually releasing updates and new developments pertaining to mobile usability, page speed, etc., your website’s technical SEO will matter more than ever.
It may seem strange if to those without any web experience, but sometimes things break for no real reason from a technical perspective. Just like Lincoln, we’ve rarely ever seen a website that didn’t have a few SEO issues. Some of these problems can only be seen on the backend of a site, whereas the others will become visually apparent.

Without regular monitoring of the technical aspects of your website, the following could happen:

  • Your website could be blocked with robot.txt.
  • You could accidentally publish duplicate content.
  • You mistakenly push your staging (or development) site into production, and it goes live on your primary URL.
  • Without keeping your content management system, its theme, and plugins updated, you run the risk that these separate features will no longer work in harmony with one another. When this happens, it is common that elements of your website will shut down, such as functionality aspects (like contact forms) or visual features (such as imagery or video).
Bottom Line: Although these details may seem mundane and small individually, they quickly add up over time. Additionally, as Google is continually releasing updates and new developments pertaining to mobile usability, page speed, etc., your website’s technical SEO will matter more than ever.

If You Never Give Your Existing Content A Second Look

Lincoln estimates in his article that refreshing a page typically increases its organic traffic 10%-30%, sometimes more. This is because despite not being a completely new piece of content, Google will see that you added something new and will want to apply value to it. This is a rich opportunity that most webmasters and marketers ignore.

Giving your website content a makeover doesn’t have to be difficult or time-consuming. Some easy examples Lincoln noted in his article include:

  • Rearranging a page template.
  • Replacing old images and video with new ones.
  • Building upon the current text on a page or blog entry, making it longer and filled with more information that visitors would find helpful.
  • Updating facts, dates and/or figures that are either no longer correct or timely.
  • Adding on-page links to other content, whether it is on your own website or a third-party site.
  • Adding Schema to your code and/or Rich Text Snippets for better search engine indexing.
Bottom Line: In addition to missing out on a prime opportunity to create new value from old content, failing to revisit existing pages and posts on your site will make it likelier that incorrect or irrelevant information will be present on your website. Not only will this diminish your level of professionalism and expertise to a human visitor, it does little to feed the search engines as well.
Lincoln estimates in his article that refreshing a page typically increases its organic traffic 10%-30%, sometimes more. This is because despite not being a completely new piece of content, Google will see that you added something new and will want to apply value to it. This is a precious opportunity that most webmasters and marketers ignore.

Giving your website content, a makeover doesn’t have to be complicated or time-consuming. Some easy examples Lincoln noted in his article include:

  • Rearranging a page template.
  • Replacing old images and video with new ones.
  • Building upon the current text on a page or blog entry, making it longer and filled with more information that visitors would find helpful.
  • Updating facts, dates, and/or figures that are either no longer correct or timely.
  • Adding on-page links to other content, whether it is on your own website or a third-party site.
  • Adding Schema to your code and/or Rich Text Snippets for better search engine indexing.
Bottom Line: In addition to missing out on a prime opportunity to create new value from old content, failing to revisit existing pages and posts on your site will make it likelier that incorrect or irrelevant information will be present on your website. Not only will this diminish your level of professionalism and expertise to a human visitor, but it also does little to feed the search engines as well.



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For over a decade, District Maven has worked with businesses across the country to establish a formidable and profitable brand online. This is a responsibility that we take very seriously. Regardless of the industry or client, trust, respect and integrity are at the heart of every relationship we maintain -- and we wouldn't have it any other way.

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