But in today's world, while links still matter a lot, there are many other factors at play. Google has a vested interest in keeping the algorithms they use vague and unclear, because these are a primary means of combating spam. As an industry, we need to change the way we think about Google. Yet we seem desperate to make the algorithms simple. "Oh, it's that factor that really drives things," we want to say, but that world is gone forever. This is not a PageRank situation, where we will receive a single patent or a document that explains everything, know that this is the fundamental basis of Google's algorithm, and then just know what to do.
The second largest company by market capitalization on planet Earth has spent nearly two decades improving its ranking algorithm to ensure high-quality search results - and maintaining the integrity of the algorithm requires, in part, that it is too complex jewelry retouching service for spammers to play easily. This means that there will no longer be one or two dominant ranking factors. That's why I continue to encourage marketers to understand Google's goals and learn how to thrive in an environment where the search giant is moving ever closer to those goals. We are also approaching a highly volatile market situation, with the rise of voice search,
new devices like the Amazon Echo and Google Home coming to market, and the impending rise of personal assistants. This is a disruptive market event, and Google's position as the number one player in search as we know it may be secure, but search as we know it may not be. such an important activity. People will switch to using voice commands and a centralized personal assistant, and traditional search will be a minor feature in this world. This means that Google needs its results to be of the highest quality possible.