Methods and systems of continuously optimizing data in WiFi positioning systems. A location-based services system for WiFi-enabled devices calculates the position of WiFi-enabled devices. A WiFi-enabled device communicates with WiFi access points within range of the WiFi-enabled device so that observed WiFi access points identify themselves. A reference database is accessed to obtain information specifying a recorded location for each observed WiFi access point. The recorded location information for each of the observed WiFi access points is used in conjunction with predefined rules to determine whether an observed WiFi access point should be included or excluded from a set of WiFi access points. The recorded location information of only the WiFi access points included in the set are used and the recorded location information of the excluded WiFi access points are excluded when calculating the geographical position of the WiFi-enabled device.