During the 19th century, Wendell Phillips, a prominent anti-slavery campaigner, said: “Eternal vigilance is the price of liberty.” Search engine optimisation may not be about freedom, but ‘eternal vigilance’ is central to the activities of many reputable SEO firms. This is because it is essential for an SEO firm to pay close attention to changes in the world of social media and the latest alterations in search engine activity.
If an SEO firm neglected to scan the horizon it would provide its clients with poor advice and badly planned search engine optimisation activities. It would fail to notice things like the opportunities provided by the rise of Twitter. It would fail to detect nuances like fluctuations in the number of Twitterers and in the volume of tweets. These important details may well be relevant to an aspect of a search engine optimisation strategy. For example, it may be beneficial for a specific firm to use Twitter as part of its attempt to boost its online profile. This can only be decided upon if an SEO professional is up to speed with the latest Twitter news. Knowing a bit of gossip about a celebrity Twitterer isn’t good enough.
If a search engine like Google, currently the most popular in the world, started to haemorrhage market share, an SEO professional would have to be among the first to know. Likewise, if Google provides a new service or feature it is essential for an SEO researcher to be up-to-date. Similarly, if Google is changing its algorithms for its rankings it is vital to be aware of the changes. Moreover, if a search engine makes a deal with another media organisation this may have a bearing on the future of search and therefore is worthy of investigation.
At SEO Consult we have the resources and the researchers to maintain eternal vigilance on behalf of our clients.
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