Google may have been making some changes to the way it ranks search results, meaning website owners need to be thinking about diversifying their search engine marketing strategy to see the best returns, one expert has said.

Writing for Search Engine Watch, Josh McCoy noted that Google may be placing more focus on click-through rates for internal pages as well as just the homepage.

This means website marketers that may previously have directed most of their attention to just one part of their site will need to spread their optimisation efforts further across their domains, as search engines hunt for the most relevant pages to answer a user's query, he stated.

Mr McCoy observed: "People become obsessed with ranking their homepage for their top term. This leaves the rest of the site neglected."

He advised developing a content-building strategy that emphasises other elements of the website such as articles, FAQs and internal categories in order to rank higher in search engine results pages (SERPs).

Other changes Google has recently made to its system include an option to extend the number of visible paid-for ads that appear on SERPs from its default three up to a maximum of 11, reports Search Engine Land.

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