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Internet giant Google has once again announced a number of new update additions to its search strategy, including a real-time update features which include updates from social networks Twitter and Facebook (SMO).

But the updates could affect the methods businesses use search engine marketing (SEM) to push their sites to the top of serps.

Andreas Pouros, chief operating officer at search engine marketing (SEM) group Greenlight, said in a statement

the new "web history" feature introduced by Google will make it harder for people to get on the first page of serps.

The history tracks what searches a user makes and when, and then tailors future searches to use information gathered during those tracking sessions on what sites users visit.

By tracking this information, Google can change future search results pages to boost a user's preferred websites to the top of the page, rather than the bottom. Thomas says this personalisation is affecting how search engine marketing (SEM) companies will work with their clients.

"This adds a further dimension to how Google ranks sites and pages, which had historically focussed largely on analysing on-page relevancy and third party links pointing into a website," Pouros said.

"For example, in the case of the enterprise, new entrants online will find it more difficult to break into Google page one results if the sites a user has visited before have been given a preferential boost."

Chris Thomas, chief executive of SEO firm Reseo, says Google's new features will have an impact on how businesses approach their search engine marketing (SEM) strategies.

"There is all this personalisation coming into search, and not only that but in real-time search the results you have decay over time. The bright lights really shine on just the newest results. It is going to open up interesting issues on how Google deals with spam. I am sure they have thought of that, but one way of getting through the search results would be automating something."

The update will be made available shortly on iPhones and handsets using the Android operating system, and is an attempt to catch up on the latest trends in search marketing pioneered by social network Twitter (SMO).

At a news event in the US, Google vice president of engineering Vic Gundotra announced a variety of new features for both mobiles and desktop-based searches, including customised search based on location.

Gundotra said the location-based technology would be "a 1st class component of all the products" Google produces. Searches can now be customised by location, incorporation product searches used through mobile technology to obtain information from local shops.

For example, a user searching for a camera in their local area would be able to combine the product and location functions to find a product in a store closest to them.

One feature which surprised analysts is the introduction of "Google Goggles", which is essentially a picture-based search method. The Goggles use logos and character identification to identify whatever product or landmark is being targeted.

Tech bloggers have suggested the new feature, which is now in a testing period, could be expanded to include barcode identification.

However, the biggest reveal of the day was the real-time search function. Gundotra said the company would index over one billion documents per day, including tweets, blog posts, and pages from social network giants MySpace and Facebook.

The development comes after Twitter has gained notoriety for using a similar type of search, which enables users to view the most recent tweets, along with the ability to view how many new search results have been indexed since the original search was made.

"Now, immediately after conducting a search, you can see live updates from people on popular sites like Twitter and Friend Feed, as well as headlines from news and blog posts published just seconds before," the company said on its blog.

After a user searches for a topic, they click on the "Latest Results" tag on the options menu to filter their results. Additionally, users can elect to only see updates from blogs and social networks such as Twitter and FriendFeed.

Taking note from Twitter, Google has also published a "hot topics" feature to Google Trends which displays the most common topics people are publishing on the internet.

"Ideally you'd want to be creating content constantly and updating your website," Thomas says. "But then again, it just creates a huge amount of work for you, and I think that's where social media comes in to the topic, how you do it and how you sell."

"There's always going to be a place for standard search results, and there's a place for real-time results where things are current and trending."

By: Patrick Stafford

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