We recently vaulted from page 4 or so onto page 1 thanks to Google's latest update. Why? Lord only knows. Google has been adjusting their algorithm to better evaluate conversational verbiage, so maybe they no longer read the "and" in our name, URL, and backlinks. Maybe that's why, but really, who knows.
So, after being at the bottom of page 1 for a single day we got three leads. Since then we've dropped three places to the top of page 2. No leads have come in since that happened, so obviously we'd like to move back up.
We've pretty much neglected our SEO for 18 months, so I'm hoping there is some low hanging fruit in terms of improvements we can make. We've done some stuff, which I'll write about elsewhere. But now we're going to take a little break. Here's why.
If Google finds a bunch of links to your site all of a sudden, they know they're there for SEO. Google would rather see you get a bunch of links as they would naturally occur as you conduct other business activities.
It's almost a case of you're damned if you do and you're damned if you don't.