For every Web page that goes up in its search rankings, there is one that goes down

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(Continued) The RFS Newsletter, Jan. 24, 2008. Page 15

Answer -- I'm happy for you to know that some pages went up. That's a question we get quite often. There could be many reasons why this has happened. First, remember that for every page that goes up in its rankings, there is one that goes down. On a standard Google (default) results page there's only room for 10 links. This means that only 10 websites of 10 different businesses can share any page, be it the first or another search results page.

That said, if one of your competitor's Web page was recently optimized and one of yours wasn't, guess what happens: his' goes up and yours will go down, it's just as simple as that!

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