Google has launched a new service that can help website owners improve their search engine optimisation (SEO). Known as Google Web Elements, the feature lets webmasters increase their AdSense revenue by incorporating other Google products onto their pages.

The new option may be of use to internet consultants who are looking for a way to boost the SEO of a site. These include the search engine's news service - which can be configured to incorporate news on specific topics into a website - as well as the company's custom search and calendar features.

Using custom search, the internet company said in a blog post, enables websites to "continue to earn revenues from searching", while at the same time giving those browsing the portal for information a more intuitive user experience. Alternatively, the conversation element can be included to enable visitors to add comments to content and post links, while it is also possible to embed YouTube news from companies such as the Associated Press, Bloomberg and the New York Times.

Last week, ClickZ suggested that Google is due to launch its new advertising exchange service - which allows networks and publishers to trade in unsold online advertising space - by the end of the month.