If you asked yourself, the most accurate answer is: too often.
In the last year, Google has changed its algorithm for ranking sites more than 1000 times. Some of the changes have been so bad that huge sites have seen a huge drop or spike in traffic due to Google placing or demoting them in a position they normally wouldn't. Of course such big changes were immediately corrected by google engineers.
Why does it change so often?
The answer is quite logical, more and more people are trying to cheat the Google algorithm in order to quickly get to the first position and thereby profit. With each successful attempt google changes the algorithm to prevent such things.
In addition to those bad things, of course there are also good changes, such as improving and reading websites. Adding new tags. Improving the "understanding" of the site and the text.
There are also changes in the technology itself, such as forcing SSL, which leads to changes in the algorithm itself and a million (soon to be a billion) things.
How can I be the first even after those changes?
Simply, the rules remained the same no matter how many times Google changed the algorithm. It is very important that you keep up and that you follow and add some things to your site and change them so that you are always the first or always improve.
Currently, the main things without which SEO cannot be imagined are:
- AMP
- Meta tags
- Structured data
Can I do SEO once and make it permanent?
A well-made website with all current standards (meaning website development) can help you for a long time, by long I mean 2-3 years. Provided that you always have fresh material on the site and that you add texts.
Keep in mind that technology changes daily (literally) and that if you don't apply the principles that Google requires (yes, it requires, there is no negotiation, either you accept and apply or it sends you to the other side) your site has a huge chance of being in big trouble.
In addition to that, the SEO was done 100% without a single error, that everything was observed literally perfectly. Know that you have competition that works non-stop and new sites are being opened non-stop, which may also have good SEO but work more regularly or more, so instead of your site, they will take a better position because they are more up-to-date. So it's not all about technique, but in order to be the best, constant work is required.
