Google’s head of search spam, Matt Cutts, posted a video yesterday explaining why some old sites may not keep their high rankings in Google search results forever.

Matt Cutts explained that many old sites, going back to 15 years old,  still have their original design templates and have not done much to their sites to improve things over the years. They have never redesigned the site, never updated the user interfaces, never added new features for their users, etc. Matt Cutts advice: “Don’t coast on your laurels”. If you want to stay competitive, Matt said you need to take a “fresh” look at your site and keep upgrading, tweaking, improving the site and the user experience.

New sites that have a better user experience, may surpass you, as they should. There you have it, just because you have an old domain doesn’t mean you will always keep the rankings you have today. You can be replaced tomorrow.

Here is the video: