Despite recent changes to Google's search algorithm that favors updated, quality content over keyword-laden pages, SEO will continue to remain integral in the fabric of search, Search Engine Watch reports.
For instance, companies that utilize an SEO campaign can instantly determine the language that its audience uses to search for its products. Using analytics software, businesses can find out which keywords garner the most attention, and mold their future marketing efforts around those terms.
When it comes to actually creating an SEO strategy, however, many firms are still stuck, the news source notes in a separate article. A recent study from MarketingSherpa and Slingshot SEO found that developing a proper plan of action is a top challenge but consistently remains a bottom objective for many companies. Researchers suggest that businesses take an approach that involves planning in advance for possible mishaps rather than simply handling issues as they come.
It's important to maintain momentum in an SEO campaign, because it's constantly evolving. Having an SEO expert contracted or on staff can help managers focus on larger matters within the company while remaining near the top of Google's first page of results.