SEO involves constructing, analysing and tweaking a website to get a high placement in search engine results. In the ideal world, you buy your website and get it optimised to get it on the first page of search engines and stay there! In the real world, it can be a bit more (or a lot more) difficult.
- Your competitors may update their website and after their SEO process knock you off the first page
- Google and others change their logic and rules (they do it regularly) which results in you dropping down the ratings
- Updates unwittingly result in a lower rating
Maintaining a high position requires ongoing attention, SEO is a specialist area of website design, practitioners analyse the website keeping in mind of the latest search engine requirements and then make adjustments as needed.