It's a big bad world out there on the Web. Armed with handful of keywords and you're competing with businesses from across the globe. Search engine optimisation can give you a leg up the search rankings, but there is no guarantee that you'll stay there. Each update to the search algorithm brings changes that might just see your site plummet down the rankings. But you needn't panic just yet. If its search engine blindness you suffer from then fear not, because there is a cure.

Manage risk prudently
When Google performs a major change to its algorithm there is a major upheaval in the search rankings. What does that mean for your website, in terms of achieving and sustaining a commercially viable ranking result? Even though Google accounts for the largest share of the search market, there are other search engines out there, each with the same potential to generate revenue. Increasing exposure to multiple search engines reduces the risk of being too entrenched and dependent on Google. It is recommended to mitigate the risk with a managed, comprehensive SEO campaign spanning and exploiting as many search engine opportunities as possible.

Powerful link building
While much of Google's algorithm remains a closely guarded secret, the Page Rank aspect is well documented. Page Rank uses inbound links to gauge the importance of a website. It is therefore advisable to never discard links to relevant websites. Build a comprehensive set of incoming links and ensure that they grow as steadily as possible. You can limit the fallout of algorithm change by focusing on the linking feature that never has been modified.

Rounded campaign
Google is the world's largest media company worth $100bn (£56bn) and its main interest lies in delivering quality content to searchers. Aligning your business goals with theirs can ensure that even if your content remains unnoticed, the search friendly optimisation made will have you rank consistently. Avoid potentially harmful services like link farms and remember that if it doesn't feel right, it probably isn't. Black hat SEO will have you in more trouble than it is actually worth.

The search engine optimisation strategy chosen must be part of a long term online marketing plan. Building an online presence translates to services that start with an SEO company and move into other marketing avenues like social media and affiliate marketing. These will counter effects of having a narrow or blinded view of search engines.