Google is one of the variables that makes keyword ranking so difficult. Google has a complicated set of algorithms that are regularly updated. Minor adjustments occur on a weekly, if not daily, basis, and large modifications—the type that can truly shake up the SEO world—occur many times per year.
In addition, a continuous SEO plan must stay up with the most recent algorithm adjustments. This includes both monitoring performance following an update and making modifications as appropriate in response to the updates. Several big algorithm adjustments have occurred in the last decade, and continuing fundamental updates frequently influence individual sectors or even SEO strategies.
Finally, ranking on Google is difficult. There are several elements that influence how Google determines what appears in the SERPs. There appear to be an infinite number of sites fighting for the same keywords. Many firms invest heavily in both paid advertising and SEO initiatives. Does this imply that small businesses will never be able to fight for the top of the search results page? No, but it makes things more difficult.
However, we've seen over and again that the SERPs are frequently an equal playing field, with a mix of large brands and small firms appearing on the first page of any given query.
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