Methods and systems of continuously optimizing data in WiFi positioning systems. A location-based services system uses WiFi-enabled devices to monitor WiFi access points in a target area to indicate whether a WiFi access point is newly-observed. 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 in the target area. Observed WiFi access points for which the reference database has no information specifying a corresponding recorded location are identified. The recorded location information for each of the observed WiFi access points is used to calculate the position of the WiFi-enabled device. The reference database is informed of the WiFi access points (for which there was no information in the database) and is provided the calculated position in conjunction therewith.