We frequently hear from people who tell us "my website used to come up on page one of Google but I don't see it anymore." There are a lot of reasons why a website that was page one of Google six months ago or a year ago, isn't page one any longer. First, Google changes their algorithms constantly. Their job is to make money, they make money selling ads. If it was easy to get your business to page one for free, no one would buy ads. So they're really not interested in making it simple for you to get to page one. Also, they want to protect their users and to Google that means getting the users the most accurate, valuable, relevant information. If your site has great content but nothing has changed in 5 years, you're probably not going to hold your spot for long.
Then of course there's the competition. I try to explain search engine optimization (or SEO) with a football analogy. Since I'm only about 8 miles from MetLife Stadium, I'll use the Jets as my example. Now suppose the Jets are going to open the season against the Patriots and they come out and win the game 28 - 3, holding Tom Brady to less than 100 yards passing. Well, that's great for them for game one but if they play the Patriots again in week 14 of the season and come out and try to do exactly what they did in game one, they will probably lose 28 - 3, or worse. You see, the Patriots and every other team in the league that is going to play the Jets during the season studies the game tapes, they look for tendencies, they look for strengths to be wary of and the look for weaknesses to exploit. SEO is the same principle. If you're a cosmetic dentist and you're on page one for "Cosmetic Dentist in Montclair, NJ" this week, all those cosmetic dentists on pages 2-10 are trying to figure out what you are doing to rank higher than they are and they'll be doing all they can to imitate your strategy and make themselves look better to Google.
Unfortunately, SEO is NOT something that you can do once and forget about. You need to check your ratings frequently. Ideally, you want to add valuable content to your site at least once per month and you want to be ready to tweak your site if you notice it dropping in rank.
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I'm George Louvis