The most recent of the Google algorithm updates has gone live and is now affecting your sites search visibility and overall page rank. It has been coined the "Fresh" update by some while others are calling it the "Caffeine 2.0" update. Regardless of what you call it, once again the update introduces certain things you need to do to maintain and continuously improve your website's search results and page rank.

The days when no self-respecting SEO would contemplate using a pay-per-click (PPC) campaign are now firmly past. PPC is just another tool in a website’s arsenal helping it develop and get traffic when it needs it the most and nothing else will work fast.

Visibility on the web is the lifeblood of every website. Without some means of being seen or getting found by those most likely to look for your products or services, the best website design in the world is useless.

SEO takes many forms and can cost a lot of money however. Far too many times we have seen SEO for a struggling business develop into a race where it has to deliver (and save the business) before the budget allocated for it runs out. This kind of SEO work is a little like placing the tracks in front of a speeding train heading towards a canyon and we usually advice against it.

The last time Google carried out a comprehensive upgrade of its search algorithm it was 2007, the subprime mortgage crisis had still to occur and the global credit crunch had yet to happen.