If you hear an SEO firm promise you permanent search engine rankings, you’d better run. Fast. And not look back. It’s impossible to achieve permanent search engine rankings.
Why is that?
First, because search engines don’t promise anyone a ranking. They certainly don’t promise good rankings. You must earn them.
Secondly, no one else can guarantee you a top spot in the search engines. SEOs can give their best effort to get your site ranked, but they can’t guarantee you a position because they don’t control the search engines.
Thirdly, ALL search engine rankings are temporary. The truth is, search engine rankings change constantly. You could be No. 1 this morning and drop to No. 9 this afternoon for the same search query. You might be No. 1 for a particular search query right now in Minnesota and be on page 2 for the same search query right now in California.
Not only can you rank differently in different places at the same time, or in the same place at different times, but you could also rank differently for different searchers at the same time – even if those searchers are in the same city.
Search engine optimization is no longer about achieving the highest rankings possible for the keywords you are targeting. It’s about maximizing your traffic from the search engines, and that requires more than throwing keywords at algorithms.