As an area of business, search engine optimisation is still in its infancy – and is evolving almost daily.

With Google the main focus for SEO strategy, it’s really important to keep up with changes it makes to how it ranks pages.

A handful of updates have been released in recent weeks – most notably the Panda 2.0 patch, which has altered the way its spiders read content on the page.

Facebook ‘likes’ were thought to have an effect on page ranking, but it’s now apparent Google isn’t taking ‘likes’ into consideration.

However, Google’s own +1 rankings for web pages will count towards your search rank.

The position of links on the page is another important factor – editorial links are now given most weight, rather than a series of links at the start or end of an article.

Think length – Google has got wise to pages stuffed with random text, designed to trick its spiders. If a subject isn’t worth a sprawling, lengthy overview, keep your online copy short and simple and direct.

Keep it fresh – many search results now show the date they were posted. Whilst older pages may be useful for research or historians, more common users will be looking for the latest, most up-to-date information. Make sure you are keeping a steady stream of fresh, related content to your site, on top of your existing, aging content, to increase your click-through rate.

News brought to you by ClickThrough – a provider of SEO Services & Pay Per Click strategies.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.