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(Continued)     The RFS Newsletter, Dec. 17, 2005. Page 8

That is a $ 64,000 question and I get it often! Regretably, top rankings across any of the major search engines can change overnight. Just look at what happened to thousands of websites when Google danced in November of 2003 and then again in January of 2004! Just because a site gains top rankings in various search properties today doesn't mean the site manager can count on those same rankings next month, or even next week for that matter.

Rankings rise and fall constantly, depending on a whole range of external events which nobody can claim control over. On a regular, consistent basis, most of the major search engines adjust their algorithm, add new websites to their index or otherwise change the way in which they display search results. As such, your professional SEO services firm must respond to, and address each change to ensure your site's continued visibility. An exceptional SE marketing campaign must respond to all these changes, as well as changes within your specific industry.

There is a lot more to SEO than what most people think. Although it isn't 'rocket science' there are still many things that can go wrong. Also, there are factors that are totally beyond your control, such as search engine algorithms which change constantly. Most major search engines today modify and 'tweak' their algos almost every week or month, making it almost impossible to always be on top.

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