Truth 5. SEO is an ongoing project, not set-it-and-forget-it
The site is optimized! Can you go home now? Not on your life. For better or for worse, search engine optimization has a beginning, but it doesn’t have an end. Search doesn’t sleep, so neither can search optimization.
SEO begins with determining what keywords and phrases will help your site be found via search engines and optimizing accordingly (more on keywords later in this section). SEO is about site design and management, the technology platforms upon which the site is built, the content and the copy on the pages, and the architecture and hierarchy of that information. It’s about making the site easily “crawlable” by search engine spiders. It’s about having strong links, ...
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