Should your “optimized” site from 2011 still rank in Google

Building rock-solid SEO that stands the test of time.

2011 was was two years ago and in the digital world that is an eternity, in two years time the technology inside your phone, computer, TV, website and just about every other electronic device will be eclipsed by newer, faster, smarter, “better” hardware, software and systems. We are always in a constant state of upgrades, updates, versions and anything “new” is rapidly out dated. In this state of exponential digital growth it seems like complete nonsense that anything two years old in the tech spectrum would still be relevant in our ultramodern-iPhone 5 slinging world of the future.

When we dig further into the digital world and look at Google a lot has happened to search since 2011. With major algorithm changes like the Panda and Penguin updates the search industry definitely falls under one of those constant updates, upgrades and “what’s next” facets of technology. With all of this in mind, and Google constantly tweaking it’s algorithm, could a site that was created and optimized in 2011 still rank strongly in Google today?

In early 2011 we wanted to get one of our client’s site ranking better in Google so we went through our standard SEO process and did some thorough keyword research, content creation and on-site optimization. The optimized site was launched in March of 2011 and we haven’t looked back or touched the site from a SEO standpoint in 2 years. Yes, that’s incredibly risky but all that “old” tech is still working for us and year over year the site’s traffic from Google continues to grow.

In general, when talking SEO I always recommend maintenance, re-alignments and updates however with our particular client we didn’t have budget to do so after site launch so we simply had to ride the wave of the initial site optimization and develop a site that could hopefully stand the test of time.

With all of this on the table, here’s how we made a rock solid site that was meant to stand the test of time and remain on Google’s good side.

Solid SEO Tactics

And the Results?

Organic Traffic from Google Traffic Increase %
(compared to previous year)
Traffic Increase %
(since optimized site launch)
(non-optimized site)
Mar 1, 2010 – Feb 28, 2011
3,743 N/A N/A
Year One (optimized site launch)
Mar 1, 2011 – Feb 28, 2012
21,928 485% 485%
Year Two
Mar 1, 2012 – Feb 28, 2013
49,425 125.40% 1,220.46%
Year Three Projection
Mar 1, 2013 – Feb 28, 2014
54,367 10% 1,465%

So when it comes time to talk ROI of SEO and bang for the buck these are some solid results to share. Not every site will have this type of success and I’m not suggesting that SEO is a “set it and forget it” tactic but with the right strategy and planning building a solid SEO site can stand the test of time.

Photo Credit: Janet Ramsden

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