Annual SEO Check-Ups: Keep Your Website Healthy and Rankings Strong

Search engine optimisation isn’t a “set and forget” process. Google’s algorithms change, competitors adjust their strategies, and your own website evolves over time.

An annual SEO check-up keeps your site performing at its best and ensures you don’t lose ground in rankings — especially in competitive local markets like Cairns.

For example, if you run a Cairns reef tour business, the online landscape changes constantly. New tour operators pop up, travellers search differently depending on the season, and Google tweaks how it shows local results. Without a regular check-up, you could slip from page one without even realising it.

Why Do an Annual SEO Check-Up?

Even if your site was perfectly optimised last year, things can change quickly:

• Algorithm updates – Google releases multiple updates each year that can affect your rankings. A Cairns café might have been ranking top for “best breakfast Cairns” last year, but a change in Google’s local results could shift that.

• Competitor changes – Local electricians, lawyers, or fitness studios may invest in SEO and start outranking you.

• Website updates – New content, plugins, or code changes can slow your site or create broken links.

• Technical issues – Over time, small errors (like missing alt text or sitemap issues) can reduce your visibility.

A check-up helps you spot these issues early before they cost you traffic and customers.

What’s Included in an SEO Check-Up?

A good SEO review doesn’t just look at one part of your website — it examines the whole picture. Here’s what’s typically included when you book a professional check-up.

1. Technical SEO Audit

Before worrying about content or keywords, your site’s technical health needs to be in order.

This step is about finding and fixing anything that could stop search engines or customers from accessing your site smoothly.

• Crawl your site to find errors, broken links, and indexing issues

• Test page speed and mobile performance — important for tourism operators and local service businesses, as visitors often search on phones

• Check structured data so Google better understands your business details, reviews, and events

• Ensure security (HTTPS) and scan for malware

2. On-Page Optimisation Review

Once your technical foundation is solid, it’s time to check the pages themselves.
This stage ensures each page is fully optimised for both search engines and the people visiting your site.

• Review title tags, meta descriptions, and headings for each page

• Check keyword targeting (e.g. “family law Cairns”, “Cairns fishing charters”)

• Ensure images have alt text and are compressed for speed

• Improve internal linking so customers can easily navigate services

3. Content Analysis

Even a technically perfect site won’t rank without the right content.
This part of the check-up looks at what you’ve published, how it’s performing, and what’s missing.

• Identify outdated pages or posts (e.g. seasonal event listings from last year)

• Find opportunities for new content, like answering “People also ask” questions for Cairns-specific searches

• Ensure each page matches user intent — a “plumber Cairns” page should quickly explain services, areas covered, and how to book

4. Backlink & Authority Check

Google still uses backlinks as a sign of trust and authority.
A review of your link profile can uncover harmful links to remove and quality ones to build on.

• Review inbound links from other local businesses, Cairns news sites, and tourism directories

• Identify and remove low-quality or spammy links that could harm rankings

• Look for opportunities to get mentioned in local media or industry blogs

5. Keyword Rankings & Visibility

Finally, you need to measure how visible your business is for the search terms that matter most.
This step tracks your progress and reveals where to focus your SEO efforts next.

• Compare current rankings to last year for key phrases

• Check Google Business Profile visibility for maps and local packs

• Spot new keyword opportunities, like emerging suburbs or niche services

Benefits of a Regular SEO Health Check

• Stay ahead of local competitors by adapting to market changes quickly

• Protect rankings from technical issues or algorithm drops

• Improve user experience with faster, more usable pages

• Spot new opportunities like seasonal campaigns or trending searches

• Maximise ROI from your website and online marketing

When’s the Best Time for a Check-Up?

The ideal time for an SEO check-up is once a year. An annual review gives you a clear benchmark to measure progress and ensures any issues are caught before they start affecting traffic or leads.

For Cairns businesses, a quick yearly check can make a big difference. For example:

• A local dive shop might discover a competitor has overtaken them for “Cairns reef diving tours” and take steps to reclaim that spot before peak tourist season.

• A family law firm could see that key service pages have dropped in rankings and update content before a surge in enquiries early in the year.

• A café or restaurant could spot outdated menu or event pages that might be deterring visitors.

By making SEO reviews part of your annual business routine, you keep your site healthy and competitive all year round.

A Small Time Investment, Big Results

Most annual SEO reviews take just 2–4 hours to complete. In that time, you get:

• A full site crawl and technical check

• A review of your rankings and visibility

• Key recommendations for quick wins and long-term improvements

Compared to the potential lost revenue from dropping out of search results, this is a small but highly valuable investment. One focused review each year can keep your site on track without disrupting your day-to-day operations.

Ongoing Keyword Monitoring Available

For businesses that want more frequent insights, I offer weekly keyword ranking monitoring for a small monthly fee.

This service tracks your most important search terms — whether that’s “Plumbers Cairns”, “best café Cairns” or “Cairns fishing charters” — and alerts you to any changes in position.

With regular updates, you can:

• Respond quickly to ranking drops before they affect enquiries

• Track the impact of marketing campaigns

• Identify new keyword opportunities as they emerge

It’s a simple, cost-effective way to stay informed between annual reviews and make proactive improvements throughout the year.

Final Thoughts

Your website is a living, evolving asset. Just like a reef tour boat needs a regular service to stay safe and reliable, your SEO needs routine maintenance to perform at its best.

An annual check-up gives you a clear picture of your site’s health, keeps you aligned with current search best practices, and helps you stay visible when it matters most.

If it’s been more than a year since your last SEO review, now’s the time to book one and keep your business ahead in Cairns’ competitive online space.