Consistency Is The Answer For Every Website: SEO Never Ends

You’ve probably all heard of this really old dude named Aesop. He wrote all of these short stories about intelligent talking animals called ‘fables’. The stories, not the animals. Point being, he wrote one called The Tortoise And The Hare, and we’ve all heard a dozen variations of it in our lives. The amphibian plods along endlessly, the mammal runs, stops, falls asleep, gets passed, and loses.

The mammal is an idiot — but the sad truth is that 90% of the websites in the world are more like the hare than they are like the turtle, and they’re losing. Why is the bunny rabbit dumb? Because he sleeps. Not because he runs fast — no one apparently ever told Aesop that fast but steady pretty much kicks turtle ass every day of the week — but because he stopped running.

You can’t stop doing SEO — for the exact same reason that a smart racer doesn’t stop to take a nap. Every day that you don’t do SEO, someone who is doing just slightly less SEO than you were doing catches up, and they will pass you, and you will lose. There are a lot of turtles out there, especially at the bottom of the entrepreneurial pyramid: solopreneurs doing their own SEO by hand, but doing it well. If you pay for a few months of organic SEO and then go dormant assuming you’ve built up a good lead and no one is ever going to knock you off of the top spot for “Compleat Essentials”, you’ll come back a few months later to find that all of your traffic is being diverted to — and paying out for — someone else’s product.

Your website’s SEO isn’t some sort of requirement that has to be met once and then can be safely ignored. Like the hare’s lead over the tortoise, if it’s not getting bigger, it’s getting smaller. Parity is a very rare thing in the world of SEO.

More importantly, the more competitive the keyword, the faster the competition is running to get to the top. You might be acing your long-tail keywords with the level of SEO that you’re at now, but the same race that makes you the hare on the long-tail keywords is putting you in tortoise position for the high-competition keywords that make the big boys the big bucks.