(Continued)

However, usually, rankings can and will fluctuate greatly for many, if not the majority of sites on the Web today. Also, realize that many new sites are launched everyday.

It is estimated that approximately 6,000,000 to 8,000,000 “new” Web pages are uploaded to the Internet everyday of the week! That’s over 210,000,000 new Web pages on an average month. Google says it has over 3 billion pages in its index today. I believe those numbers to be conservative in fact. I think it could be even more than that.

On the other hand, there are sites that ‘leave’. Some people just let them go, for reasons that most likely have nothing to do with search engines. So, these are all good reasons why rankings would fluctuate wildly.

Any of these factors can and will make your rankings go up or down quite a bit. Contrary to what many people still believe, search results are not static, in fact, they never have been.

Here’s something that may surprise you: if you observe that your rankings aren’t changing in any of their positions, it's often because that search engine didn’t update its database for a while.

Also, consider this: since the search engines should never be your sole form of advertising or marketing, these fluctuations should not make or break your business either.

You might want to consider Pay-per-Click (PPC) or Pay for Placement (PFP) as an auxiliary form of advertising, which will work in parallel with your generic “free” listings. Hope that helps.

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