Mediarun Search Marketing News

Google changes face of website optimisation

September 02nd 2010

Search Engine Optimisation News

Search giant Google appears to be rolling out updates to its search technology hand over fist. The company has relentlessly churned out new technologies of late - a number of which have had a significant impact on website optimisation strategies. Not only that, but Google has a few cards up its sleeve as it looks to the future - including better integrated real-time listings and the continued expansion of its social media team.

Both of these future developments will change the way SEO agencies formulate their search engine marketing strategies. It is clear that the importance of social media in the search marketing sector is only going to increase; and rumours have even started flying around the web that Google wants to create an open-platform social media dashboard which will make searching these extremely popular sites that much easier. In fact, in terms of search engine marketing, it looks like Facebook, Twitter and Google-based marketing campaigns will become synonymous for many SEO companies.

But it's the less headline-worthy changes that Google is making on a daily basis that have really grabbed our attention. While the smaller changes don't get the same number of column inches, they can have just the same far-reaching effects on search engine optimisation.

Take, for example, Google's local search capabilities.

According to Roger Janik, president and founder of ServerSideDesign.com, anyone with a Google Account has been able to personalise their search criteria to include local listings for a while.

Writing for Promotion World, he said that this has made locally-focused website optimisation for small and medium-sized enterprises extremely important. The fact that, with local listings, small firms can make headway in an extremely competitive marketplace if they adopt an effective website optimisation strategy, means the gap between small and large companies has narrowed somewhat. However, because a Google Account is needed for this local listings function, the number of people seeing them crop up on their search engine results pages is limited - although it's still a pretty huge number.

However, Janik believes that Google is rolling out this feature as standard in the US, something that will completely change the face of search engine optimisation. As this development makes its way over the pond, effective, locally-focused search engine marketing strategies will turn from being a sound investment into a necessity.

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