Google is undoubtedly the rider of the SEO (search engine optimisation) cart. It tightly holds all the horses (SEO companies) of SEO campaign and controls them so that they work as per its wishes. If the horses fail to perform to Google’s wishes then it punishes them in the form of penalties and black listings.

Any SEO company has to be very sure about the techniques it uses to impress Google. All the techniques of search engine optimisation are not considered evenly by Google. It places more importance on some of the techniques while completely neglects some other. Google can change its’ algorithm anytime thereby making it difficult to predict what will be next. It might happen that Google starts considering reciprocal links which are currently not considered. Anything can happen anytime.

A recent research on the Google algorithm reveals that it has started giving more importance to sites with Blog. This is believable as Google is resistible to good content and highly values sites which are constantly updated with new content. Blog is an excellent way to add new content to a site, get backlinks and inter links.

The homepage should be clear and nicely designed. It should not have many links to different pages and confuse the visitor. If the visitor with eyes and brain gets confused with your homepage then think about Google. The homepage should contain good content. It is considered highly by Google. This will also help in placing more anchor links throughout the site.

Any type of feed is considered valuable. You can have RSS feed, News Feed or regularly updating feed onto your site. This helps you have different consistently changing content. And so is valued by Google.

These are a few factors Google has recently started considering for ranking a site. To keep yourself upgraded of any such change it is important to study the results displayed by Google for search results.