It's easy to think of search engine optimization (SEO) as a one-time project — you do it, and you're done (many spas think of their websites this way, too, but that's a whole another subject). Alas, it just isn't so. Search engines are always changing, always trying to refine their results.

Google, which used to be famous for a few really big changes each year, is now rolling out refinements on a more constant, rolling basis. Last week, they made an algorithm change that bumped Spa Emergency from position #10 for "spa gift certificates" into the 20s. It's life with SEO, and you just adjust to the change and keep working hard. Newer websites will tend to feel the effects of changes more significantly. It's the ongoing SEO efforts that turn your website into an old hand for the search engines. We focus on the areas that bring real long-term benefit:

• Great content: It's easy to say, but hard to do. The more useful, relevant content for the audience that you care about, the better you'll do with search engines.
• Trusted links: Other websites linking to you, which are themselves relevant to your audience, gives you great traffic and sends all the right signals to Google.

SEO isn't difficult. But it is real work. And the intricacies are very detailed, and always changing.

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