By Cindy Craig

Recurring algorithm improvements over the past few years carefully mirror what Google is all about. The leading search engine giant's philosophy is often encapsulated by this phrase: revolutionise what works and throw away what doesn't. This simple, stern approach to business is perhaps one of the great reasons behind the company's growth and expansion throughout the years.

Do these relentless alterations and innovations influence everyone from the online world? Of course! But the massive overhaul usually impacts the huge of population of optimisers and marketers who struggle to keep up with Google's sudden gush of changes.

Google releases, yet again, a novel set of features after Google Panda's launch in 2011. What does this act insinuate? Google doesn't plan to put a halt to its innovation spree! This means web optimisers and Internet marketers need to be on guard, watchful and aware of the latest Web trends time after time. After all, dealing with Google's fluctuating standards only implies keeping up with all the recent updates. It also means raising the bar, and continuously looking for ways to utilise the ideal practices. The trick is to probe into current SEO trends and incorporate these elements when you create an effective marketing strategy that suffices basic SEO requirements.

Here are vital SEO topics that can help you understand Google's algorithm changes this 2012.

Re-targeting Your Clients

Google's Display Network comes up with another ad innovation in the form of Google Re-targeting. With Google Re-targeting, the limits of online promotion are defied and client profiles are recognised. Instead of them finding you, you find them. Instead of just buying ads to draw the attention of your target market, you can follow your potential customers or previous clients and show certain ads to your target audience, wherever, whenever you wish. The outcome? Better sales!

Social Plus Search

What happens when social merges with search? Well, Google already knows. Although previously rumoured to spike up interest for its own social networking site Google+, Google has added value to the significance of social media by introducing the Search, Plus Your World feature. Google Search Plus Your World is predicted to paint the public viewing context with personal results.

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