Search Engine Optimisation is a complex concept to understand and effectively manage unless you have specialist digital marketing and content optimisation training, as well as the ability to keep up to date with the frequent, and unexpected changes that Google rolls out. These changes are designed to further improve their algorithm’s ability to return highly relevant and quality content to its searchers, however these changes more often than not can have a wild effect on a small businesses Google rankings. There are over 150 factors that are known to affect google rankings, however some of these factors are more important than others and should be prioritised.