Keeping up to date with Search Engine Optimization (SEO) criteria is no simple task – especially if it’s not what you do for a living. Lots of businesses produce marketing materials in house, as just one task amongst many, and having arrived at a formula that works they stick with it. Unfortunately this approach can lead to a slide in your online ranking, because the Google criteria is constantly shifting.
So why do Google’s rules change so often? The online marketing model for major brands such as Amazon or eBay is continual improvement of their services.