Sometimes I hear people talk about Search Engine Optimization as if it is a goal that can be achieved. I can see their point of view, because once you hit number one on Google you seem to be all set for success. However, I think that this view is very short-sighted. Winning a battle doesn't win a war, and you have to be willing to commit long-term in order to win the SEO war.
After all, becoming number one on Google is a lot like occupying a small piece of enemy territory. Sure, you have taken the spot, and you can celebrate a bit in light of your accomplishment, but you can never forget that it is a spot that the enemy (your competitors) will want to re-take. If you spend to much time congratulating yourself and forget to keep watch and stay alert, you can fully expect the enemy to come back and surprise you, reclaiming that territory.
SEO doesn't end until you have accomplished your objective, and if you object is to not just achieve a number one ranking, but also to maintain that number one ranking, you should expect to continue battling for as long as your business it operational. Work hard, continue fighting, and treat each day as number one like a victory on the battlefield. Congratulations may be in order, but a new battle looms just over the horizon.
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