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Why SEO isn’t a “set and forget” strategy

Launching your website is a huge milestone (and deserves to be celebrated ✨). But one of the biggest myths I see all the time is the idea that once your site is live, the traffic will magically appear.

Here’s the truth: SEO (Search Engine Optimisation) isn’t a one-time thing. It’s an ongoing process that needs regular updates, fresh content, and a mix of marketing strategies to keep your website visible and working for your business.


SEO for women in business Australia

SEO is always changing

Google is constantly refining how it ranks and shows websites. In fact, Google makes thousands of updates each year, with several core updates that can shift rankings overnight.


That means a site performing really well today could take a dip tomorrow if you’re not keeping things fresh and adaptable.


Why you need more than just SEO

Even if your website is beautifully optimised, a set SEO strategy alone isn’t enough to bring consistent leads or sales. Here’s why:

  • Traffic doesn’t equal clients: Once people land on your site, you need a plan to convert them.

  • Not everyone uses Google to find you: Your dream clients are also scrolling Instagram, pinning on Pinterest, or checking their emails.

  • Advertising gets you noticed faster: Paid ads on Google or social media can bring targeted traffic while your SEO builds momentum.

  • Marketing builds trust: When you show up in multiple places, your brand becomes familiar and familiarity builds confidence.


Why ongoing SEO still matters

Here’s why SEO can’t be a “tick it off once” kind of job:

  • Fresh content gets noticed: Google loves relevant updates and helpful information.

  • Your competitors are working on theirs: If you pause, you’ll quickly fall behind.

  • Search behaviour evolves: Think about how voice search has changed the way people ask questions.

  • Google’s rules shift: Algorithm updates mean strategies that worked yesterday might not cut it today.


What works best: A combined approach

Think of SEO as the foundation of your online home, strong, steady, and reliable. But for real growth, you need to layer on other strategies:

  • Content marketing: Blog posts, resources, or FAQs that add value and strengthen SEO.

  • Social media: Share your voice, your offers, and your expertise where your audience is hanging out.

  • Email marketing: Keep connections warm and nurture your leads.

  • Paid ads: Get visible in front of new people straight away.

  • Regular updates: Keep your website fresh so visitors (and Google) know your business is active.


The bottom line

SEO is a long game, it grows with time, consistency, and care. But on its own, it won’t deliver the steady flow of clients or sales you’re dreaming of.


The businesses that thrive online are the ones who keep showing up, adapting, and promoting their website across different platforms.


✨ Pro tip: If you’ve seen a dip in traffic, it doesn’t always mean you’ve done something “wrong.” It might be a Google update — which is why having regular check-ins and support makes such a difference.


Ready to keep your website working hard for you?

If you’re ready to stop guessing and start feeling confident that your website is performing at its best, I’ve got two simple ways to support you:

  • Yearly SEO Health Check → keep your website visible and aligned with Google’s latest updates

  • Yearly Website Refresh → update your content, design, and functionality so your site feels fresh, modern, and ready to convert


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