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Every year, Google drastically changes the way its search engine works. There are regular changes throughout the year, as well as numerous small tweaks. All of this served to make old search engine optimization tactics obsolete. Going forward we will see further adjustments in search algorithms, but you can start improving your website based on last year’s changes. We already know a great deal about search tactics coming down the pike.More and more websites are seeing their rankings in Google drop with each algorithm tweak. Unless your site is properly updated, you will find it very difficult to maintain a good position in the search results.Several years ago, simply driving large amounts of traffic to your website was enough to make money and get you ranked high in the search results. Today, the focus for webmasters is highly relevant traffic. While this may mean fewer visitors, it tends to results in more sales as visitors reach your site because they are looking for precisely what you offer.To this end, the changes that Google makes are beneficial. If you optimize for the specific products and services that you offer, you can help your site become one of the most relevant for those searching for that type of product. Your ranking will increase as search engines strive to keep their users happy. Everyone wins.Those business owners with websites that are already focused on high-quality content will find that there is relatively little they need to do to their sites. While you can always improve on link building and social media, having a strong base site is the first step to successful search engine optimization.In addition to ensuring that your business appears high in the list of search results, SEO helps you stay ahead of rival sites. Every day, more websites and blogs are created, giving you more competitors. Proper optimization is essential for beating out the competition.