One of the major goals of every online business is to rank well in online search results, search engine giants such as Google and Bing may,
at times, seem to be hell bent on making it harder for businesses to rank with their continuous algorithm updates – more than 600 a year.
You have to understand this is not a bad thing, it's a good thing. Just like any business owner, their goal is to provide a satisfying experience to nurture brand loyalty.
They know that if the search results they provide leave the user unsatisfied, that user will search elsewhere.