SEO may generate a return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals.
Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.
"Getting results high for search terms depends on a lot of factors... and is difficult.
"Especially in the face of changing algorithms." Just last month, leading search marketing specialist and technology firm, Greenlight, pointed out in its 2011 top 10 predictions for natural and paid search, that among other things, search engines would take an even more aggressive stance towards duplicate and low value content this year. It is going on almost a week since Google’s Matt Cutts announced an algorithm update that does just that. Already, sites have reported significant shifts in their rankings.
“This move will be welcome news to many Google users, says Adam Bunn, Director of search engine optimization (SEO) at Greenlight. “But as ever, when Google makes a relatively big change to its algorithm, there have been reports of "collateral damage" where the change has affected sites whose owners feel Google has mistakenly identified their site as having duplicate or low value content.”
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