After a successful SEO (Search Engine Optimization) campaign, which has put your web site in a top position for one or more valuable keywords, it remains important to defend these keyword rankings from being lost to other sites. This is especially relevant for desirable keywords which numerous well-optimized sites compete for. Read on for several tips about how to defend your SEO position.

1. Keep track of changing search engine algorithms and policies. It will become harder to defend your site’s position in results if some of the SEO techniques used to promote it become outdated, or if new techniques are not being utilized.

2. Use care when making any changes to your site, taking into account how they might possibly harm its SEO position. Consider adding new pages to hold more information, rather than placing the information on existing pages. Remember to make sure the keyword density isn’t affected by changes.

3. Occasionally check any inbound links to your site on other major web sites, to make sure they still exist. If one is missing, try to gain a link on another equivalently popular site before the next PageRank update from Google. This will defend your level of inbound links from falling behind.

4. Register or purchase similar/related domain names, especially keyword-containing domains which are favorable for SEO purposes. This will help defend your position by preventing other sites from using these domains, and you can also utilize them to benefit your own promotional efforts.

5. Try to match any legitimate SEO oriented marketing techniques competing sites start to engage in, such as social bookmarking promotion. In some cases this may be expensive; a competitor might pay to get listed in the Yahoo Directory, thus gaining a significant advantage in their SEO position.

6. If your site links to any web sites competing for the same keyword position, consider using the “nofollow” attribute in these links. This will prevent such sites from gaining an increased search ranking because of your links to them.

It is imperative to remain vigilant against the potential loss of a favorable ranking for a particular keyword, rather than entirely ignoring such efforts after gaining a good position. If eventually you can no longer defend the SEO position for a particular keyword, try to optimize for a different keyword which is relatively popular but has less competition to defend against.

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