A long time ago we created an infographic about how search works, through the outlook during a content creator, applying their content & following it over the indexing & ranking process.As users have moved to mobile phones, the limited screen size in the devices have pushed search engines like google to squeeze out & displace publishers using own self-hosted information in an effort to offset the poor usability available from tiny devices, while ensuring the search habit doesn't decline.
The philosophy of modern search has thus moved from beginning with information and connecting it to an audience, to starting with an individual and customizing the result page for them.
The biggest three challenges for all of us still is going to be mobile, mobile, mobile Google's Amit Singhal
http://aps-technology.net/search-engine-optimization-definition/
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