• Promotion World , Thursday, April 3, 2008 1:31 PM

So you snagged a top spot on Google for a particular keyword--only to slip down a few days later and see some random upstart in your place. Think something's gone wrong with your links, your content or your robots.txt file? Could be. But it could just be the Google Everflux--or the constant refreshing of the giant's index.

"Lately I have been noticing a lot of jumping in the top listings. Links out of nowhere are appearing, links being dropped and my own links moving up and down much too quickly for my comfort," says Titus Hoskins. "Even six months ago the Google main index seemed to be a whole lot more stable than it is now."

Matt Cutts acknowledged the Google Everflux idea himself in an early 2007 blog post, saying that the refresh that typically happened once every few weeks was now likely happening on a daily basis. To keep up with the changes, Hoskins says that you need to keep building quality links and content daily--with a special nod to social bookmarking sites.

"No matter what warp-speed Google finally decides upon, valuable content is still the key to getting top rankings in any search engine," Hoskins says. "Adding fresh, valuable relevant content to your sites each day will keep them in the picture."

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