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by Oliver Ewbank on 20th September 2010
Google chief executive officer Eric Schmidt has defended his company's decision to keep secret details of how its ranking algorithm works.
He told reporters the 200 or so different factors that go into assessing where a web page should stand on a Google search engine results page is always being updated, reports Search Engine Land.
Mr Schmidt told users of SEO services: "We're always changing and if we started saying here's how the black box works then all of a sudden huge incumbencies would come out about this change and that change."
He added that Google did not want the "pressure" of having to deal with such a situation.
Last month, Search Engine Watch columnist Adam Audette said companies should carefully define their SEO aims before selecting an expert partner to work with on an online marketing campaign.
He said they should consider what they are looking for from the service, whether it is link building improvements or additional e-commerce conversions.