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SEO > Articles > New York 2004 >

How can we protect ourselves from losing our position due to the regular changes in algorithm being implemented by Google?

In February 2004, Google changed its algorithm no less than nine times . In this constantly fluctuating climate, it is harder than ever to guarantee the top spot for any given search term. If a web site is effectively optimised without being flagged up for being "over-optimised", it should be possible to maintain a reasonable position in the top 10 for most of the different algorithms. Very few sites can constantly say at the top of the search results for any significant time. Those that can have been usually been around for long time , have substantial volumes of content , and have been well linked to from a wide range of quality web sites. One such example is cheapflights.co.uk (for the search term "cheap flights"). Most of the other hotly contested search terms, such as mortgages and credit cards, are much more volatile.