In the beginning days of the Internet, it was rather like the Wild Wild West with a lawless environment being the watchword of the day. Sites slugged it out for good positioning on the Search Engines, and the search engines were just happy to have millions of pages to index without regard to the quality thereof. Territory was grabbed, not earned.
Fast forward to today. There are hardly any search terms for which there isn’t significant competition from a variety of competitors. Positions are earned through brand identity, quality content, good site structure and more such as social interaction and links. This Wild Wild West has turned into a sophisticated battlefield with rules of engagement and etiquette that certainly rival any that were found in Victorian times.
Competition is stiff. Volume of competitors seems infinite. What is a company to do in order to get the visitors to their site that they need in order to grow and thrive?
There are lots of answers to this problem. There is no one-size-fits-all solution as each particular niche of the internet has its own factors based on the level of competition and how much traffic there is. One can only imagine how long the string of integers and characters is in the algorithms that the search engines use to rank sites. It must stretch around the world several times. And there is no end to the adjustments that the SEs will provide over the next few years, each trying to deliver the best results based on a myriad of factors that are reduced to a series of bits and bytes.
It is easy for sites to get behind. Sure, they might have been page one super stars at one time but more competition and more pages certainly lead to attrition in rankings. It is hard to imagine that things will get easier. To stay on top is to keep a business consistently fed with new inquiries and leads. To fall from grace is sudden death, the way of the typewriter and the daily newspaper.