To address the issue of links to malicious web pages making their way to the top of Google’s search results, the search engine giant is currently working on making a few modifications to its search ranking algorithm.

Cybercriminals have become increasingly effective in manipulating search rankings through black hat SEO,identifying popular search queries and pulling newly targeted web pages to the top of the lists. Users are going to start losing their trust on Google’s ability to provide quality search results for queries if this manipulation continues so naturally, the search engine had to do something about it. An inside source told WebProNews that ranking changes are coming up to address this type of spamming.

Security company PandaLabs recently came out with a report that identified more than a million links that targeted malicious web pages which actually ranked for search queries related to vehicle parts. This proves how difficult it must be for Google to provide its users with timely and fresh search results at the same time keep the spammers at bay. Twitter is great for a lot of people because it offers real-time information and its setup isn’t conducive to spam – at least not yet. The social media site still has some degree of control over the accounts created in it.

On the other hand, Google is still unable to control content that is going around the Web and its algorithm has been proven to work effectively at filtering malicious results and spammy web pages. The problem is that originally the Web tends to be more static. These days, the live Web is in itself a challenge because fresh data comes up by the second.

In line with the more interactive and dynamic nature of the web these days, SEO professionals are currently talking about how link velocity seems to influence search engine ranks. Google, naturally, chose not to comment when asked about this new supposed rank driver.

Link velocity refers to the speed at which inbound links are created for a particular web page. It helps explain how black hat SEO practitioners have been able to manipulate the search results. These individuals just created a lot of link spam through comment and discussion areas in many social media sites. The fact that fresh information and popular content is prioritized only worked to help them in this pursuit. They just needed to follow Google News and Google Trends to find out which key phrases they should target.