Two notions are essential when talking about SEO strategy; the first is that an SEO strategy, no matter how remarkable, always involves some risk. It’s not an exact science. The second is that it is a long-term job. SEO work is a marathon, not a sprint.It is also necessary to be aware that the decreases in performance in SEO are frequent during an SEO strategy even if, most of the time, there is nothing to worry about. Let’s see together where these fluctuations come from:
Google Algorithmic Changes
It is common knowledge that Google often changes the way it operates when it comes to SEO. It is estimated that the parameters used to establish the ranking of Google searches are modified more or less heavily between 600 and 800 times a year. Among all these changes, some of them may have a negative impact on the performance of your site for a short time. Being aware of the latest SEO trends requires a lot of diligence and research time, calling on an SEO expertise service is a ready-made solution to effectively lessen the impact of these variations.
Season trends
Depending on your professional field, seasonal peaks and dips can be observed and anticipated. The majority of business sectors having their periods of high demand and declining profitability, it is then possible to integrate these key factors into an SEO strategy. Thus, within the framework of a personalized strategy and individual follow-up, support and adaptation of the SEO strategy will be applied in high season (= travel agency at the approach of the summer holidays, sports store mountain during the first snowfalls, coastal restaurant when the fine weather arrives, etc.)
Offline campaigns
If a sudden and inexplicable drop in performance is recorded, it is possibly because the disturbance is coming from elsewhere; if an entrepreneur decides to pay on the sidelines of his site for an advertising spot on the radio, on television or on public displays (newspaper, billboards, posters), an increase in traffic will naturally be detected, followed by an inevitable decrease when these promotional actions have ended.
Google testing
When a website first becomes trending, it is tested by Google. The search engine ‘searches’ the site for any fallacious or punishable practices and ensures This natural drop in performance is also a good indicator of the effectiveness of an SEO strategy.
Sudden competition and buzz
Certain fashion effects or other events can suddenly saturate a market. A drop in performance is inherent in this type of occurrence. Public infatuation with a new practice, method, or regional or international product can have a negative effect on search rankings. We can mention telephone brands, all impacted when an Apple product is released, or certain sellers during world events such as the Winter Olympics or UEFA (= sports supplies, merchandising, etc.)
“Momentum” and conclusion
We speak of “Momentum” when a site has both the attention of Google and visitors. It is a period of high evolutionary potential that it is essential to exploit. Calling on an SEO expert service is the best way not to miss such an opportunity, because missing the boat would be so damaging that you would then have to start from scratch. An SEO strategy aims to create a “Momentum”, and it is once this has been achieved and correctly used that a business can take off.
