Businesses may need to make changes to the way they approach their search engine optimisation (SEO) following Google's decision to alter its search ranking algorithms, it has been suggested.

Speaking to Business Insider, search engine optimisation experts Andrew Cross and Daniel Laloggia explained firms will need to assess what is different since Google rolled out its so-called panda update.

"Identifying what part of the change affected your site can help you identify the best way to recover," the pair were quoted as saying.

They explained the panda update, which Google says improves search quality as it filters out spam websites and content farms, "didn't seem to impact any business type or industry more than any other".

Social media specialist John McPhee added implementing a blog is one way reputable sites that have been negatively affected by Google's changes can improve their search ranking, as it ensures the site is constantly updated with new content.

Sharon Flaherty, writing for Econsultancy, recently noted firms should concentrate on putting together high-quality content when writing with the objective of achieving a high SEO ranking.

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