Search is a funny game; whenever you’ve figured out all the rules, they change them on you….or, at least, Google likes to change the rules just to keep everything interesting.

The latest switch-a-roo happened this week when Google unveiled a new algorithmic improvement that impacts nearly 12% of its search results. In the scheme of things, this is major change that will no doubt disappoint many people who no longer rank among the top results.

Given the power and importance of search, it is fascinating to see how Google can be so nonchalant in not only upgrading its algorithm but how it impacts the digital presence of so many companies.

In my consulting business, search rankings are not surprisingly something that’s important to every client. At some point, they get around to “SEO” and what can be done to make sure they at least rank on the first page. I’m not an SEO practitioner but I suggest the best way to approach search is to focus on organic SEO rather than looking to somehow game the system.

This means a few things, including the value of having a corporate blog given how Google loves the kind of fresh content that blogs generate. As well, blogs can be a valuable tool to attract inbound links, which is at the core of how Google’s PageRank algorithm works.

As someone who believes that content is king, I believe strong content is among the powerful SEO tools because it has the potential to attract attention and, as important, continues to work for you on a long-term basis.

Another important consideration for SEO is making sure your Web site is properly meta-tagged. It means having the most appropriate and relevant keywords embedded into the “guts” of your Web site so that when search engine spider it, they extract words that best reflect the products or services you offer.

There are lots of organic search tools and tricks that can and should be embraced as a way to make sure that your Web site is as search-friendly as possible. These are things you can control so it makes sense to be as pro-active as possible.

For people looking to do more, there thousands of SEO experts happy to come to your rescue for price. But before doing that, make sure you organic SEO efforts have been maximized.