As we have become more and more reliant on Google in todays online environment people and businesses alike have become extremely complacent.
In days not to far gone by and I am only talking say four to five years ago people used to just place one or two adverts in their yellow pages directories and that was really all they had to do to generate phone inquiries and therefore revenue.
The the Google phenomena came along and businesses after they had their new web design sydney built all they did was employ the services of a search engine optimisation company to try to get their url on the first page of google or as close to page one of google as they could.
The danger with this is that one day you can be on page one of google and have this extraordinary ranking and the next day you may actually slip one or two pages. Here you have invested all this time and moneyinto establishing a sensational google ranking and overnight you slip for no reason what so ever. This is extremely dangerous for people in business who are in fact looking to have some stability with their online marketing and advertising.
Although you might be on page one for your keyword, for example web design you can not sit back and jsut expevt this postion to last for ever. Not nly do you have to continue to work on your search engine optimisation but you must make plans for Google to change its algorithm and you to loose your position.
A good way to look to protect your self is to perhaps employ some of the traditional forms of marketing you used pre google and this can mean going back to print advertising; magazine ads, newspaper ads etc etc