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by Samantha Noble on 23rd August 2010
Google has changed its ranking algorithm in order to display more results from the same website when there is strong interest in content from a particular domain.
Samarth Keshava, software engineer at Google, explained that this should give internet users more relevant results in a quicker period of time.
Users of SEO services were advised that the last few results in the search rankings will be from other websites to offer choice to those entering queries.
"We expect the improvement will help users find deeper results from a single site, while still providing diversity on the results page," the official stated.
It was added the Google is constantly reassessing its ranking and user interface, making "hundreds of changes each year".
Earlier this month, Search Engine Watch columnist Simon Heseltine stated that companies running SEO campaigns need to be prepared to try out new strategies due to search engine algorithms being altered on a regular basis.