The last Google PageRank toolbar update during October caused a stir in the search engine optimisation industry, as not many people were sure if it would actually happen. Google removed Page Rank tracking in Webmaster tools toward the end of September/early October 2009, which led to speculation that the update wouldn’t occur. The update did arrive eventually, albeit later than expected, and SEO Consult has noticed that the Google PageRank Toolbar has again been updated during December, 2009.

The toolbar can give a page rank update to those who have installed it on Internet Explorer and Firefox browsers, and offers a snapshot of the moment a browser visits the webpage of the live search engine optimization practises that are happening in the background of the site. It is typically updated roughly four times every year, and this current update suggests that Google is going to keep faith in the toolbar. Most surprising for many in the SEO industry is the timing of the update, as it has occurred so close to the end of the year.

Google have previously commented that the tool isn’t the entire essence of how a search engine ranks your site, and is more a device to help gauge the current SEO behaviour of the website you are visiting. There are always more important things to consider during a website optimisation campaign, such as rates of traffic, ROI and other conversions. However, if utilised correctly, the toolbar can be a good indicator to how a website’s off-page strategy is performing and can help you to re-evaluate your project if the results aren’t looking so good.

It is important not to become mesmerised by the numbers the toolbar is giving you at any given time, though. Yes, it is useful to show the current authority of your site and how it changes over time, but it will not help your rankings in any way. The best way to achieve this is with a correct and well-implemented SEO strategy, with ethical and natural SEO techniques in your campaign. High-quality content is also a must, and regular updates containing strong keywords will soon ensure you climb up the rankings quickly and effectively.

SEO Consult, who are open for trading on New Years Eve, have been one of the first SEO companies to notice the Page Rank update and report on it. Most companies in the field of SEO close for business around this time of year, but SEO Consult always monitor the state of the search engine optimization industry for changes such as these, as and when they become apparent.

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