Since the dawn of time (at least Search Engine time, anyway) Google has been reliant on a websites 'back links' and content to determine where it should rank in the search results pages. The more websites linking into a site, the better the site was presumed to be and the higher the repetition of keywords, the more relevant it must be.

These two staples of the SEO (Search Engine Optimisation) world have been challenged recently. Content and links are still hugely important, but Google has grown up a bit and is becoming ever more sophisticated and intelligent in the way it analysis data.

Udi Manber (Google's Vice President who heads search quality) points out in a recent interview with the Popular Mechanics magazine website; 'Last year we made over 450 improvements to the algorithm'. That is a lot of tweaking and a serious commitment to search quality when you consider the amount of research and development involved in each change to Googles algorithum.

Udi goes on to talk about social networking sites such as MySpace and FaceBook commenting that 'Signals from people are the best signals.' This short sentence potentially represents a paradigm shift in the way we [web developers] think about SEO.

The usual tactic of soaking up back links from thousands of sites and repeating keywords as frequently as possible is no longer enough. All these 'improvements to the algorithm' and focus from Google on users actions require greater concentration on the usability and quality of your website.

Google now tracks users previous searches via Cookies, the Google Tool Bar, its advertising network and its popular website analytical software. This vast array of information can be aggregated to help Google not only understand the modern searcher but also what users do on (and therefore think of) your website.

Designing and developing websites that offer true value to users has never been more important. It's no longer good enough to attract users a get what you want out of them as Google is now looking to measure what you give to users.

RealworksMedia.com utilises the specialist expertise and attention to detail that’s required to ensure your website keeps performing across the board.

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