The use of search engine optimisation (SEO) is vital in creating compelling content to attract people to your website and raise awareness of your presence and what you offer.
Keywords are a central part of that, as it is the means by which people launch a search. While SEO experts can help you add a range of other elements to boost your ranking, from embedded video and good images to technical SEO features like mobile friendliness and fast page upload, keywords will always be a central aspect of your strategy.
The task of finding the kind of keywords that will match what your target audience is likely to search for is not an exact science. There is no guidebook out there, but there are many search tools that can show whether particular terms appear commonly in search, as well as which ones your direct competitors are using successfully.
By using this information, you can build up a stock of keywords to use in your content effectively. But that is not where the story ends.
The fact is that SEO does not stand still. The priorities and tastes consumers have will change. In the world of pharmaceuticals, seasonal factors will play a role, such as flu remedies being more sought after in winter and hayfever medication in summer.
All this means that the kind of search terms people use will change over time. Some of these may be permanent changes and others fluctuate on a seasonal basis, but in either case you need to be ready to adjust.
That means you need to carry on with keyword research, dropping keywords that are no longer commonly searched for and adopting those that are. For evergreen content, you may want to edit out old keywords and replace them with newer, more popular ones.
This way, having risen up the search engine rankings, you can avoid relinquishing the progress you have made.