To improve your website's SEO performance, you should consider updating your SEO plan in the following situations:

• When you add new products or services to your website, as this targets new audiences and requires keyword research and content optimization for those new offerings.
• If there is a significant drop in organic traffic, poor keyword rankings, or low engagement/conversions on your site.
• When your content becomes outdated or ineffective, requiring content audits and refreshes to meet current user needs and search trends.
• When your business goals or target audience change, so your SEO plan aligns with new objectives.
• If competitors are consistently outranking you, indicating a need to analyze and adjust your strategy.
• When new opportunities or industry trends arise that could be leveraged to improve SEO.
• Following major search engine algorithm updates that may impact rankings.
• Regularly every 3 to 6 months as a best practice to stay competitive and adapt to evolving SEO landscapes.

Updating your SEO plan is an ongoing process that involves monitoring performance, conducting audits, revising keyword strategies, improving technical and on-page SEO, and building backlinks to maintain and boost your search engine rankings and traffic over time.

In summary, the key triggers for updating your SEO plan are changes in your business scope, performance drops, evolving competitive landscape, and the emergence of new SEO opportunities or algorithm updates. Additionally, scheduling routine reviews every few months is recommended for sustained SEO success.