Maintaining Your Ranking

After you've achieved a good, search engine ranking, you don't get to snooze. First, another company is going to fight for that position. Second, things are forever changing. Inbound links come and go, and search engines tweak their algorithms or buy another company's technology. You need to be vigilant to maintain your ranking.

You must update content on your site to remain appealing to search engines, as I discuss in Chapter 6.