Developing an SEO strategy over time is a crucial way to ensure that your site is able to compete in search and achieve its goals in the long term. The tactics that earned you success two years ago might not work in the present, and the needs of your site will evolve as the business grows and changes.

Kerstin Reichert joined the RankUp podcast to talk about her own experiences with setting the SEO strategy for Tide, a business bank account provider which has rapidly gone from being considered a startup to its current state as an international business with hundreds of employees. Kerstin's role at Tide has given her an ideal perspective on how to adapt a strategy to stay competitive over time.

As always, you can listen to the interview right here on this page or on any podcast player of your choice. Or, if you want to see a few key points, keep reading for highlights of the interview. You can also follow all of us on the podcast on Twitter, at @Frau_Reichert, @EddJTW and @BenJGarry, or find Kerstin on LinkedIn.

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