Search engine optimisation buffs will know the power of social bookmarking site Digg with sites making the front page with legions of votes regularly appearing higher on Google. The search engine’s fascination with its vote system is now reportedly paying off to the tune of $200 million – the amount insiders are claiming Google has put up as part of its negotiations to buy the search engine. Read More

The rumour mill began circulating about a possible Google Digg takeover earlier this year but cooled off after vigorous denials from both parties. However, new reports suggest that the behemoth search engine has reignited talks and could be just weeks away from acquiring the social news site.

Along with other bookmarking sites like reddit and del.icio.us, Digg is known to search engine optimisers as a powerful tool in the fight for improved search engine rankings. Their voting systems encourage users to give stories a thumbs up or thumbs down with this popularity ranking considered a perfect compliement to link popularity.

Although Google are said to be close to a deal, the bookmarking site was also previously in negotiations with Microsoft. Google and Microsoft have already locked horns this year as they both vied to partner up with Yahoo. Digg currently has a three year ad deal with Microsoft which would come to an end should the Google buy out go through.