‘Links from older, authoritative, sites have become essential for good rankings in the Google search engine results’.

Google recently updated its search engine result listings algorithm, meaning that while some web pages climbed up the ladder, others dropped into oblivion. Google, of course, keeps its algorithm secret, but search engine marketing experts nevertheless do their best to learn from their own experience. Google may still make adjustments to the new algorithm based on feedback and analysis of the quality of the new search engine results. The following are the, changes that may give you a clue as to what you should and should not do in order to gain higher rankings:

1. Google has improved their spam filter, and is now better at catching sites that use hidden text (also by using CSS files), take part in mini-nets and similar link schemes.

2. The longer a site has been indexed, the better the overall ranking.

3. Authority rules even more than before, meaning that sites of well known household brands rank higher, mainly because of a larger number of incoming links.

4. Incoming links remains one of the most important factors for Google rankings. However, since more and more webmasters are using unsavory techniques to generate incoming links, Google is punishing any link structures that taste of pure manipulation.

This applies for instance to link-building schemes, interlinking between closed networks of sites, too many links from scraping sites (i.e. automatically built web pages with content taken from web directories or stolen from other sites) etc. The winners are pages with links from well-known and trusted web sites. Moreover, these web sites should preferably be of relevance to the content of your own site. Obviously it takes time to get such links, meaning that patience has become the most important virtue in search engine marketing. It can take more than a year before you can hope to increase the number of authoritative links.

Google Base, which some people got an early glimpse at last month, is now live. So what's in it, and what's it all mean? Google Base allows people to list anything they want. Want to create an entry for a recipe item? An event listing? A job posting? A book review? You name it; you can pretty much post it. By default, some existing item types are suggested: Course Schedules, Events & Activities, Jobs, News & Articles, People Profiles, Products, Reference Articles, Reviews, Services, Vehicles and Wanted Ads.

Select any existing item type and you're sent to a form to fill out with some fields already set that you may want to use. For instance, the Product form has areas to enter a price, quantity, brand, condition and payment options. Did the form miss something? You can easily add new fields. If none of the existing item types work for you? Then you've got an option to create your own custom item type.

The disadvantage of Google Base is for job search Google Base gives you one single box that's it. Perhaps entering something like advertising jobs in New York City will ultimately work to get you a listing of all jobs appropriate to that  more.

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