Individuals engaging in search engine optimisation practices may be interested in the news that Google is to make an effort to improve the quality of its results.

Speaking to CNET, the firm's Matt Cutts stated that the group would look to eliminate low-quality content and spam from the content it delivered to users.

"We have seen a slight uptick of spam in recent months and while we've already made progress, we have new efforts underway to continue to improve our search quality," he stated.

Mr Cutts said the company would seek to find an algorithmic solution to the practice of 'content farms' – poor quality sites that are designed solely to push up their search ranking and drive traffic.

The expert added that the firm is constantly evaluating and updating its formulae for determining rankings and stated that "Google really cares about our search quality".

Recent figures from comScore revealed that the site improved its share of search engine traffic by 0.4 percentage points in December, to control 66.6 per cent of the explicit search market.

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