What is Search Engine Optimization? It is optimizing your website to best meet the needs of searchers. If Google recognizes your website as an authority in something, it will rank you high on Google. Your website will be the first to show up. Search Engine Optimization is essentially a store itself. You are selling yourself to Google so that Google can rank you higher.

As the demands and needs of customers change, so will Google’s algorithms. This is when continual optimization is so important.

As a general standpoint, however, if you do not continuously optimize your website, it will not do as well. Google wants active users. They want to see that you are still relevant. There are no such things as taking breaks from SEO. You must follow whatever Google wants. Google never stops. It has to meet the demands of millions of customers each and every day.

You must constantly post new content. New content on your page means that the owner behind the website is still alive, and Google will see that it can still rank that. Keywords change constantly. As culture shifts, new products become available, and when new trends hit the market, you must be able to keep up and optimize for this. If your website already ranks high but is missing content for a certain keyword, then it will not be able to keep up. You must keep a finger on the pulse of all the new trends in your niche.

Your website must also grow in popularity. If your traffic and backlinks is not increasing, Google is not going to see this as a good sign. It will see that you are withering away and might rank you lower than a website that is exploding in popularity. You must show that your website is still capable of growing and will still be relevant in the future.

The highest ranking websites on Google often have been there the longest. To sum it up, your website must withstand the test of time to build domain authority. This is one of the central factors Google uses to rank you. By continuously tweaking your website SEO shows Google a tremendously positive sign that you are legitimate and deserve to be ranked high for certain search results. Understanding that it is not a short run but a long term process will help you be more patient which will ultimately be what ensures success.