The Search Engine Optimization (SEO) process is an ongoing continuing process that we perform every day for our clients. It is possible to become very successful with top natural/organic SEO rankings, as most (68% to 90%) searchers skip the paid ads. This large range is highly keyword dependent, e.g. if someone is searching for "buy refrigerator" vs. "what is George Washington's birthday". People searching to buy a new refrigerator have a higher probability of clicking on a paid Google Ad, then someone searching for George Washington's birthday.
The other major benefit of natural or organic #1 rankings is you do not have to pay per click. Google Adwords can run as high as $182+ per click for highly competitive keyword phrases.
We recommend for our clients to use both Google paid Adwords and natural SEO methodologies to increase web site traffic and improve the quality of traffic you receive.
It is very important to stay with SEO methodologies long term in order to achieve the desired results. If you stop this process your web traffic and rankings will drop, and it may be difficult to recover previous top rankings.
You can not turn natural SEO on and off like you can for Google Adwords.
Also website owners that jump around from SEO Company to SEO Company are in danger of being penalized by Google.
Google is very complex and secret so no one can claim to be 100% accurate as to why Google makes the decisions it does. However we do know that Google has many different types of penalties some of which are manual and some of which are automated via advanced software algorithms.
The quality of your backlinks and the longer your backlinks are aged, make up major factors in the Google software ranking algorithms. Please remember if you lose important authoritative backlinks, then you must start the aging process over from the starting line. Besides losing PageRank, this also brings suspicion from Google, and you do not want that to happen. Google detects all these changes looking for unnatural suspicious activities.
Advanced Technical SEO Information Below:
I have been doing some new testing on Google. The changes made to a web page are indexed and applied to Google search results days in advance of what Google shows when you use the "show Google cache command". So the freshest indexed data is first applied to Google search results, then days later Google updates what they show as cached. This makes sense as it is more important to Google to use the freshly indexed data then to report and update the data Google has stored about a web page. For example the newest article I have written in this blog is showing up in the Google search results five days ago. However when I look at the Google cache for this blog, it still does not show that Google even knows about the newest article.
This is also sometimes true if you are logged into Google or logged out of Google.
The freshest newest Google index is first put in a database that is only seen if you are logged out of Google, then later Google pushes this database (index) so people who are logged into Google see it.