The "End of SEO as we Know it"? Google Makes Two Ranking Changes Per Day

Steve Rubel:

Satisfied with your Google ranking? It just may change before the day is out. Marissa Mayer on Google's race against spammers...

"We have two, three, five changes every week that are visible to the end-user in the user interface. We don't [publicize] the ranking changes. We are making changes to our ranking algorithm at the rate of two per day. Interestingly, some of our competitors haven't made any changes to their ranking function for quite some time. Search needs to evolve: the user interface, the ranking function. It's a process of making lots of small changes all the time and to constantly make things better."

Now factor in personalization and that people are using more words per query and you get the sense that SEO as we know it really could one day be extinct.