The more critical you become about your site the better your results are going to be. Always try to imagine what the users will do when they are on your site. Search results are always moving and that is because Google and other search engines try to keep there results fresh and try to react to users. That means that its not that hard to get up high on search engines but it is very hard to stay up there. The key question is did the user get what they wanted. You must focus on the user and validate that the type of information they want to find when they search online is what they will find when they click into your site.