Maintain a Consistent Presence with Search Engine Optimisation

If you are looking to venture into the world of search engine optimisation, or just trying to get your own business website a little more exposure in the results pages, you will need to understand that rankings (and the traffic that they generate) are not set in stone. You might feel good seeing your website rank well for your chosen keywords and phrases, but don’t get complacent and assume that they are there for good.
Google doesn’t penalise websites unless they uncover underhand practices that have been carried out in an attempt to deceive them. This deception usually comes in the form of hiding keywords and spammy content or artificially inflating back-links. If you don’t try and give search engines the run around then you will not get penalised. 
If you have not tried to hoodwink Google, but have suddenly seen your website disappear from the results pages then it is probably because they have just rolled out a major algorithm change. These changes and updates are an ongoing process and coupled with the constant introduction of new websites; will see some rankings fluctuate without rhyme nor reason. After a short while, you will soon realise that this is part and parcel of search engine optimisation. 
For this reason, it is imperative to optimise your website for many different keywords and phrases. This ensures that your website will still have a presence in the search engine result pages when some phrases unexpectedly disappear. It cannot be stressed enough times, just how important this strategy is to your search engine optimisation campaign. Never base your SEO efforts around just one or two specific keywords or phrases. Yes, it is very satisfying to rank well for your most coveted words, but if they are that important to your overall online strategy, then you may wish to set up a PPC campaign that will be trigger tailored adverts for those specific words.
It is also important to know that Google rewards websites that give visitors a satisfying user experience. Content is king as far as Google is concerned, and websites that contain well written, informative copy, that not only engages users, but also enables them to discover exactly what they are searching for with the minimum of fuss; will always come out on top. SEO requires you to delicately balance your keyword optimisation strategies with good, quality content that delivers on its promises. If you have covered all these bases you will soon witness a steady improvement in rankings and traffic, even if certain keywords or phrases take a roller coaster ride up and down Google’s rankings every now and again.