Google revamps search algorithm again

Google has launched a new search algorithm in a bid to tackle websites that draw internet users in through search engines, but then make it difficult for them to find the content they are looking for.

The search engine giant received high levels of feedback from users that they expect to see the content as soon as they click through to a business's website, while having to scroll through lots of ads ruins the experience.

Engineer at Google Matt Cutts explained some of the new search no-nos, such as masking searched-for content underneath a raft of adverts and not putting the copy above the fold - that is, the part of a page that can be seen without having to scroll.

He hinted that company websites that take this approach may find their search rankings start to slip, however he understood that it is quite a common approach to place adverts above the fold.

"This algorithmic change does not affect sites [that] place ads above the fold to a normal degree, but affects sites that go much further to load the top of the page with ads to an excessive degree or that make it hard to find the actual original content on the page," Mr Cutts added.

Businesses that are concerned their content is not displayed to maximise effect for Google could decide to revamp their website's layout in order to stay on the right side of the algorithm.

More than 500 Google search changes are scheduled to be launched this year, but this does not mean companies should instantly respond to each one. Rather, the basics of search still need to be kept in mind:

• Regularly-updated, interesting and audience-relevant content is required on a site.
• This copy should be appropriately optimised with keywords, but not to the extent that Google classes it as spam.
• Growing social media presence in search, particularly Google+, means having profiles on such platforms is increasingly essential.

In September, we discussed on a NewsReach blog post the Google News changes, which included features to showcase trending news stories and the option to personalise the results.

It is this personalisation of Google's search offerings that online marketers particularly need to keep an eye on, especially with Google+ posts set to show up in results.