The Importance of SEO Upkeep

While we constantly try to grab ahold of something stable within the technological world, we know all too well that the exponential increase in its development is making such tasks impossible. For example, a simple application that has recently been released may very well be re-released within a year or two, changing the manner of user interface and expanding upon the initial release functions. While the expansion and improvement of our technology is wonderful in many manners of life, it can also be difficult to keep up with the changes which can cause a shift in our productivity or advertisement capabilities. 


Search Engine Optimization would be a prime example of the ever changing. While SEO is a powerful tool for helping to specially market and advertise yourself and business, it is something that needs constant monitoring and upkeep. SEO will never be finished, so long as each part involved in the optimization has room for growth and change and there is any semblance of human interaction. 


For these very reasons, you need someone to keep a constant eye on SEO management so that you and your business don’t fall behind! 

When it comes to optimizing the search engine, there are a plethora of areas that will need constant attention and management. 


Broken Links

What once worked, may no longer hold any power. When developing content that involves links to specific forms of information or anything else really, you are adding in a potential task later on. Links in your webpages help the verification of the page when scanned through by SEO applications, which in turn result in the higher ranking on search engines. Needless to say, they are pretty vital. The issue is, things happen and links can become obsolete, and cause a bit of plummeting for a specific page or entire website, the range will obviously vary by case, but the action remains the same in that you need to have some kind of annual check on your websites and pages links to ensure they are still valid. 

Not only do most companies do this to ensure the validity of their online presence, but they take this opportunity to improve and reflect. While something may have been worthy in the past, they may no longer serve your needs or represent your goals any longer, and hence must be cut out and replaced with something more relevant. Ensuring the relevance and standards of your content within your business is essential for growth. 

Lastly, the part that is probably considered the hardest, is reworking past pages, articles, or content to become something that represents the current company more effectively. Have you learned more about your businesses purpose and goal? Have you improved your functionalities within the business? These changes won’t naturally be represented in past content, so updating past content to become more relevant will result in a better overall image of your company. There should not be traces of yesterday’s business today, only today’s news about tomorrow’s potential. 


Page Speed

User experience is everything when it comes to keeping potential clients and moving up in the business. Knowing this, you need to ensure any interaction with your brand and business will involve seamless, clean, and quick. Our world is likened to that of a road runner, fast, so we can’t take the time for a website to load in all the pictures after the wire framing of the website and so on. 

Test your page’s speed under high stress and identify the parts that slow it down. WordPress Plugins, JavaScript, font files, and anything else that will take performance away from the end-users experience need to be considered and modified accordingly. 

This website speed reduction generally occurs over-time which means your adding things slowly and little by little but eventually those little’s create a large and your website is now struggling to load a single sentence. 

The general rule is that if your website is under 1,000 pages then it is a good idea to test each pages speed.

However if your website is over 1,000, then test the top 30 percent of the pages that drive your traffic. To follow up that 30 percent check, test any pages not included in the dataset that are vital to your business, and lastly identify the bottom 10 percent in terms of organic traffic, mark them if they are moderately important and test them. 

The easy part about all of this is that you can use Google Analytics to collect the initial data for each of the pages rather than manually checking each. The goal is to load under three seconds, if your page does that, you’re in good shape, however if it takes longer than three seconds it would be a good idea to use tools like or GTmetrics to help identify the problem. 


Too Many Plugins

As was lightly mentioned above, WordPress plugins can have adverse effects on your websites performance. The reason this happens is because generally the plugins can have CSS and JavaScripts included with the plugins, and more than that there could be JavaScript libraries.

Plugins need to be updated regularly to properly function, which is due to changes in WordPress, PHP and JavaScript, HTML standards, and Browsers. However other reasons may be due to the plugins not having updates available to better improve the capabilities of their plugins, be it because the authors don’t have the current ability to, or many other possibilities. Changes in one location can result in changes to another location of the website and thus slow down the performance. When updating these plugins you need to check where else they may be causing changes, otherwise your website will have severe reactions quick. The most unfortunate part about this is that each page will need to be tested manually to ensure nothing changes unexpectedly. 


SEO performance is essential for today’s marketing capabilities. To ensure your business holds a strong image, your website has to hold strong functionality. 


Give us a call today at Omnisence today and let us be our ever vigilant SEO management that ensures your website stays in tip-top shape!

Phone: 952-693-0100