An excerpt from the SEO Handbook:
Forward by Danica Cheslofska
My role as a web designer and developer continues to evolve over time. In the beginning for me (1997), it was only about how the site looked on a desktop web browser because there were no smartphones at that time. As a marketing professional, I spent a lot of time learning about how to improve the user experience and focused more attention on User Interface (UI) /User Experience (UX) design. With the introduction of smartphones, the mobile experience and responsive web design was suddenly super important. As the web progressed and search engines became such an important part of how people find information every day, optimizing a website to be found by search engines became a priority.
You can have the most beautiful website in the world, but does that matter if no one can find it?
Just as my role as a web developer continues to evolve, it is important to understand that SEO will continue to evolve. As Google (and Bing, etc.) make updates to improve the user experience, you will need to make updates to keep your search engine presence fresh.
Your SEO is only as good as your competitor’s is not.
SEO is not a static thing that you can fix once and leave it. You will need to continually Google your competition as well as terms that you are trying to optimize for to see where you stand. Look for ways to improve against your competition and make these changes.
Every page is important to the overall SEO relevance of a website.
It’s important to keep in mind that each page can only be optimized for a certain number of keywords and phrases, so the more unique and specific pages and blog
posts you have, the more opportunities there are to optimize these pages for very specific and unique keywords.
Improved SEO can take time.
You can not control when Google will re-crawl your site or which pages it chooses to add to the index. Only indexed pages are shown in Google’s search results. If a page on your site is new, it may take some time for Google to include that page in the search results (index). If an existing page is updated, it may take some time for the search results (index) to reflect these changes. Do not get frustrated if you do not see the immediate impact of your SEO efforts.
In this handbook, I will walk you through the areas I find most important to improve and continually maintain your search engine presence. If you follow the guidelines in this handbook and stay consistent in your efforts, you will see improvement in your Google (and other search engine) ranking.