If you work as an SEO expert or work within a company where it is your responsibility to look after the search engine optimisation for your business then you need to make sure that you keep on top of the new advances that have come out. Google and the other search engines are constantly moving the goals and you may find a site that used to perform really well suddenly drops in the rankings. This often happens when there is a major change to the algorithm that they use to decide where to rank the sites. Although Google will advise when these changes are taking place, they will not always tell you exactly what they are going to do or what impact it will have on your site. Make sure that you are signed up to receive notifications of the most recent updates to Googles algorithm and read through them to access what changes you may need to do to ensure that your site complies as best as possible. This will reduce the risk of loss of rankings and could actually help improve your existing one. Although the large algorithm changes don’t happen all too often there are constantly new small changes being released.