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There’s nothing static about Internet marketing, but the one constant we can all count on is the persistent ef- fort by search engines to improve search quality and user experience. Such continuous improvements, in- cluding the Google Search, plus Your World implementation in late 2011, have significantly affected how search engines interact with content ranging from discovery, indexation, sorting in search results, to what external sig- nals are considered to determine au- thority.
It’s essential for results-oriented marketers to monitor both the front- and back-end landscapes of search to be proactive about what it will take to achieve and maintain a competitive advantage. Continuous efforts toward progressive search strategy for mar- keters are important, because we can- not rely on Google to send us “Weather Reports” every time an up- date is made. In 2007, Google and other search engines like Ask.com made some of the most significant changes ever, af- fecting search results by including more sources such as Images, Maps, Books, Video, and News for certain queries. In an effort to capitalize on the opportunity for improved search visibility for the array of media types included in search results, concepts like Digital Asset Optimization came about.
Fast-forward to 2011 and you’ll find that search results have evolved from 10 blue links to situationally depen- dent mixed-media results that vary ac- cording to your geographic location, web history, social influences, and so- cial ratings like Google+. At any given time there are from 50 to 200 dif- ferent versions of Google’s core algorithm in the wild, so the notion of optimizing for a consistently pre- dictable direct cause and effect is long gone. The potential influence of social media sites such as Twitter and Face- book with Google, Bing, and Yahoo! as link sources has changed what it means to build links for SEO and how we view whether PageRank is still important. Social signals are rich sources of infor- mation for search engines, and old ways of link acquisition simply don’t have the same effect in the same ways.

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