When it comes to Google Search, it becomes increasingly obvious that it’s evolving faster than ever. Advertisers are now being forced into evolving with it; those who make a living from either natural search or paid search (or both). You’re probably in for a rude awakening if, in the last year or so, you haven’t done anything NEW with your search marketing. Essentially, what’s taking off and leaving lazy, conventional advertisers in the dust is Google Caffeine 2010 and the new AdWords updates.

Google’s new method of ranking websites is nicknamed Caffeine and has been in beta since last summer and has been tested on at least one of their datacenters on IP: 209.85.225.103 since then. With it, come some new changes in how Google prioritizes websites. This week, Google is said to be officially rolling out the new changes on a permanent level. At this time, one PPC management company will be conducting thousands of keyword tests to update itself on what strategies it will take to leverage these changes.

The company’s research thus far has shown where they might be focusing Caffeine ranking changes. Caffeine is said to give emphasis to longer tail keywords and those more specific on websites. Also, it will add more weight to news and social media results like Twitter and Facebook. Domain age will play a slightly higher roll in ranking and domain name pertaining matching keywords will take a differrent roll as well.

Instead of waiting behind the curve, a PPC advertising company will play ball and will take these changes seriously. Overall, it’s nothing to be scared, just an opportunity to outshine competitors who will wait or are just ill-informed.

Google AdWords has not gone unbridled either. As Google’s money maker, AdWords pays close attention on where search is going so they can stay on top of it. It is no surprise that much of their search development for sponsored ads surrounds that of the mobile search; image search using mobile applications such as Google Goggles and Merchant Center, which allows advertisers to use their product feeds to display product images in the sponsored links. Until recently, only few advertisers were invited to participate in this program; but more and more links to products images will be seen every day.

The above PPC management company has posted a blog piece just recently talking about how Google AdWords had forced hyper competition on the first page of Google, showing inside AdWords accounts that advertisers who aren’t bidding enough aren’t serving ads. Despite their published criteria above par, they have also made it increasingly hard for some to gain higher quality scores.

Quality Score has traditionally been based on criteria advertisers could control easilty. Currently, it takes longer and to get around some of the unpublished criteria Google uses. Through the company’s own betas and confirmed reliable sources, Google is now relying on industry averages in conjunction with more traditional determinates.

For now, this PPC advertising company has found ways to tackle these obstacles but it still doesn’t change Google from widening the barrier to entry for new advertisers. It would hurt more especially if you were being shut out of an industry you’ve been successfully in for 5 years already.

Whether you are actually being kicked off that boat or if the boat is simply just leaving you behind, it’s time to jump on it. These types of PPC search advertising updates present not just awareness, but an opportunity to join top advertisers before everyone else does; before everyone is on top again. New players are welcome to play too.

Search Engine Optimization or (SEO) doesn't rank entire pages but elements of them. Each page is a team working together to produce an overall effect. While each page can produce high rankings and spread to each other is one of the best strategies another is to use a landing page strategy. In this case you can use various techniques to bring traffic to one particular page, usually the home page, and from there direct that pages high ranking to your website’s other pages. When a page points to another page is does not diminish its page ranking. It may not be able to give as high a boost if it points to too many pages but this can be compensated for by a good navigation structure. For the landing page to have its best effect use whatever techniques you can to drive traffic it. Seeking out sites that will provide links to your landing page is a strong strategy. If you can drive enough quality traffic to your landing page, and I stress quality, you can maximize that pages ranking. A landing page with a high enough page ranking can nearly endow the rest of your website with increasing rankings.

This is where a strong navigation structure is vital. You want the landing pages strong ranking to filter around your website and enhance your pages as much as possible. By keeping the in sight navigation links to a minimum you will ensure maximum ranking increases throughout your site. By using a combination of affiliates, links from other sites, possibly pay-per-click and awesome SEO skills you can drive your landing page’s rank sky high. Get your site up with good content first and then put forth all of your efforts into the landing page. The landing page will be your ambassador and it will seek out visitors and persuade them to come to your site.

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