Use anchor text to imply that the page you are linking to is about the keyword or phrase you use as your anchor. By using various headline tags , you not only make your web page easier to digest from a reader’s standpoint, but you will also give the search engines definitive clues as to what is important on the page. Come up with a title that resonates with the user and is easy to understand, and make sure your meta description provides an honest summary of that page. Remember, Google and other search engines are very likely to penalize you for not following the rules.
The second time you would need to update your title tags and meta descriptions is if you have just updated your keyword strategy. These elements should strongly reflect your keyword strategy, so if you have changed any of these keywords, then it is also time to revisit to ensure they align properly. Now links must be obtained by creating audit seo original, thought-provoking content that is then shared through social profiles. When creating content for your website on your blog or on specific webpages, you may want to reference other pages on your website. You can reference these other pages by inserting a link to another webpage within a specific webpage’s content.
And with 24/7 access to your account dashboard, you can track all the latest developments. is the work that goes into your website to help you rank higher when customers search for your business online. According to Adweek.com, 81% of all purchases begin with an online search. That means the higher your site ranks in relevant searches, the more likely customers will choose your business over a lower-ranking competitor.
Normally, search engines can’t see what your image is because they only will be able to see the image file’s name. You can help search engines know what an image is by including alt tags or alt text. This is a tag that appears when you hover your mouse’s cursor over an image. This enables Google and other search engines to have context about the image you’re showing.
A survey by GoodFirms on the SEO strategies, techniques and trends indicate that usually, the price for SEO services range between $500-$1000 . This price is charged for the optimization of 10 keywords for 30 days. With Google’s changing algorithms, it is a likely possibility that a specific activity is considered to be poor. This may result in a drastic decline in rankings as well as organic traffic.
It may be difficult to identify the exact algorithm harming the website. There are two major ways the SEO experts can detect obstacles. One of the ways is when a business notices a sudden drop in the organic search traffic. The other is receiving a message within the Google Search Console.
While targeting keywords, you must be thorough and cover multiple different types of keywords or string of keywords to grab a spot on search result website seo tools pages. You may manually discover different search terms by searching for a specific topic on Google.com and scroll to the bottom of the results.
You will find several other long-tail or short-tail search results related to the original keyword that you should take into consideration. Apart from the top digital marketing companies, there are several SEO companies that offer a wide range of services to boost the rankings on the SERPs. Run a complete on-page health audit against dozens of SEO flaws.
Keywords help the crawlers in identifying the topic you are offering. But it is vital to avoid keyword stuffing in the articles. Although Google has not specified the exact keyword density, experts believe that the ideal percentage of overall keywords is somewhere between 2% to 4%. If there is excessive use of keywords in an article or web-page, the chances of Google penalizing the website is exceptionally high. The Google AdWords Keyword Planner is an efficient SEO tool that shows the volume and traffic approximations for the shortlisted keywords. This will help you eliminate low-volume keywords and narrow down your list.
The age of your URL is a factor in your site’s search ranking, so be patient. After choosing the right SEO keywords but before writing a ton of content, you have some choices to make. Mobile-friendly Website Development – This could have been included under foundational elements, but in my opinion is important enough to list as a separate success factor. In early 2015, Google officially started penalizing non-mobile sites in their ranking algorithm, pushing web browsers towards sites that are easier to navigate and engage with.
Unfortunately, I’ve reviewed many a website that looks nice, but was designed without any consideration of driving traffic seo evaluation and leads. Basic and advanced methods of search engine optimization techniques to improve website visibility.
Every major search engine such as Google, Bing, and Yahoo provides a listing of websites that are deemed to best answer a search user’s query. Within those search results you will find paid listings, but the bulk of the results are made up of what are called organic listings. The organic results are the free listings that the search engines have found, through their analysis, to be the most relevant to the user’s query. SEO is the marketing process to increase visibility within the organic search results, for the specific purpose of obtaining more traffic for a website. If you’re curious as to how well your site is performing on search engines, you can use a free website SEO tool like Website Grader.
It is generally accepted, as evidenced by the sheer number of their users, that Google delivers more relevant results because of their highly sophisticated algorithms that they are constantly improving. In an effort to maintain their competitive advantage, it is believed that Google makes updates to their algorithm each year. The search engines use automated robots, also known as web crawlers or spiders, to scan and catalog web pages, PDFs, image files, etc. for possible inclusion in their massive indexes. From there, each web page and file is evaluated by programs called algorithms that determine if a file offers enough unique value to be included into the index.
It isn’t a big factor, but enough that if all other factors are equal, the site that is secured will win out. Then, in 2010, Matt Cutts stated that those 200+ search ranking factors each had up to 50 variations. That would bring the actual number to over 1,000 unique signals. Even though there are so many signals, they don’t each carry an equal amount of weight. Well, back on May 10, 2006, Google’s Matt Cutts declared that there are over 200 search ranking signals that Google considers. This is the true secret to the success of the search engines. The better they answer a user’s queries, the more likely it is that the user will use them in the future.
Google cares about these metrics because they need to keep their search users happy with the results being displayed. Page speed is the length of time it takes for a web page to load. With Google’s mobile-first index, page speed is going to play a greater role as a ranking factor. To strongly encourage webmasters to secure their websites, Google has integrated SSL as a search ranking factor. Websites that do have SSL certificates will be favored slightly above those that do not.
Generally, the search engine giant doesn’t like duplicate content. Content marketing is all about creating high-quality, engaging content that drives people to link to you and share your content on social media. Forget that Google and other search engines exist when you’re writing. Link building remains a fundamental part of smart search engine optimization strategy.
If you focus on these techniques alone, you’ll definitely drive more organic traffic to your blog and improve your search rankingswithout risking a Google penalty. SEO is the practice of optimizing websites to make them reach a high position in Google’s – or another search engine’s – search results. At Yoast, we believe that holistic SEO is the best way to rank your website because you focus on making every aspect of your site awesome. Don’t use any black-hat SEO tricks, because eventually, this will have negative consequences for your rankings.
Just like Google’s spiders, YouTube’s algorithm works by collecting and using information about your video. The filename, the title, the description of your uploaded content — all these elements affect rankings in YouTube’s search results. Don’t forget that it is possible to target multiple types of search queries in one post.
Disavowing too many links can be more harmful than disavowing too few. In fact, Google’s now pretty good at recognizing bad links and choosing to ignore them.
I link out to tons of high-quality sites and sources, including my direct competition. As businesses become more aware of the opportunities to generate targeted leads and increase revenue through search engine optimization, there is a huge demand for speed.
It will point out all of the listen to this podcast errors you need to fix in order to increase your rankings. Content Marketing – our team creates epic content that will get shared, get links, and attract traffic. Well, several case studies have proven the impact of social shares, likes, tweets, and pins on search engine rankings. It’s true that Google hasn’t added social signals into their ranking algorithm factors, but I’ve personally seen that social signals do impact search engine rankings.
We built ClickFlow, a suite of SEO tools designed to increase your organic rankings and scale qualified traffic for your website. Site speed no longer just impacts your conversion rate, but it also affects how high your site can rank in search engines. If you want to rank well you have to perform a thorough website analysis and not just look at common SEO factors. If you want more search traffic, all you have to do is follow the website analysis report.
They then modify their approaches to stay ahead of the curve. It’s often advisable for websites to hire an SEO specialist rather than use a generalist to handle such efforts, particularly as a site grows more complex and its popularity increases. Use of keywords or widely used phrases related to a site’s purpose. When a user types a phrase into a search engine, the search engine combs through the sites that contain that phrase. There’s no secret sauce here either, good content is just content people want to read. Sure, there are some content marketing essentials to keep in mind like budgeting, tools, and promotion, but you can’t get away from having content people want to read. And considering that search engines drive 93% of all website traffic, that’s a lot of potential visits to your site.
SEO is an acronym that stands for search engine optimization, which is the process of optimizing your website to get organic, or un-paid, traffic from the search engine results page. One of the biggest questions that we get from our clients here at LYFE Marketing is – what is SEO and how does it work?
The goal of this type of search engine optimization is to produce the best content possible on a site that’s easy to read and navigate while also following the search engine’s rules for optimization. Before we dive into some of the factors of on and off-page SEO, let’s talk about content. Content is effective in both attracting the search engines and helping your organization make connections with site visitors.
For businesses that are just starting to build their website or going through a website redesign, search engine optimization or SEO can feel a bit intimidating. Google still considers the usage and inclusion of the targeted keyword within the content when ranking websites, although the quality of the information matters too. When you enter a search term, Google’s algorithm determines which of the countless websites out there will be most relevant to you.
, you can now work to make changes to your site in order toimprove your and boost your rankings on the search engine results page. It’s important to note that though black hat SEO tactics might help you rank quickly, it is inevitable that the search engines will eventually figure out what you are doing and penalize your site.
It then lists the relevant sites taking into consideration their relevance and popularity -among other ranking factors – and shows them to you on what the industry calls a search engine results page. SEO PowerSuite holds enough tools for an SEO campaign of any caliber. It’s got everything from SEO analysis tool to keyword research tools to backlinks checkers to content editors to PPC ads optimization and much more.
SEO meaning can be emphasized even further through your visual and written content. However, we do have a pretty good understanding of some of the factors that impact search engine results page rankings. These factors include both on-page and off-page factors, which we will discuss below.
Frankly, there is no affiliate tool available elsewhere that’s not already a part of SEO PowerSuite. With its intuitive UI and a wealth of pro-level features, it’s a perfect SEO tool for newbies and experts alike. With Siteimprove SEO you can easily keep tabs on your backlink profile, build authority with links from relevant and trusted sources, and discover undesirable links that may impact your rankings. Digital marketing is the use of the internet, mobile devices, social media, search engines, display advertising, and other channels to reach consumers. Individuals who focus on maximizing the organic traffic to a website study the ever-changing trends and algorithms used by search engines.
Are your competitors ranking for keywords that you’re not considering? The better your keywords are, the more traffic you’ll be able to receive from Google.
While both of these tools make it easier to perform SEO tasks, they still require the customer to make the changes themselves. You’ll work with our team of SEO experts who will develop a strategy and roadmap for your site. This will include necessary on-site and off-site SEO optimizations that will help your website rank higher on search engines.
For a comprehensive list of what’s included, check out the ‘Dig into the details’ section above. Adding your website to directories creates links that point back to your site, which gives search engines an additional reason to trust your site. This optional but highly recommended process allows our content marketing experts to add the recommended keywords to your site’s meta title, meta description and at least one image alt tag.
This helps search engines connect your website with the keyword, making your page more relevant. Any changes made will be sent to you beforehand for approval. These SEO techniques fall within the guidelines of search engines, and will not cause any penalties. Make sure that you understand that these techniques do require some content marketing efforts. As search engine bots scan your web page, they look for clues to understand what your web page is about. Keywords that are treated differently than most others on the page show search engines that they are more important than other keywords on the page. This is why the use of headline tags within your page is so important.Washington University In St Louis
City-data.com does not guarantee the accuracy or timeliness of any information on this site. Percentage of population with a bachelor’s degree or higher above state average. According to the data from the years the average number of fire incidents per year is 3350. The highest number of fire incidents – 5,397 took place in 2004, and the least in 2005.
Seemingly all shopping needs can be met there including antiques, specialty food, clothing, jewelry, and home decor. The perfect place for a picnic and a unique art seeing experience. There are 105 acres with 60 pieces of large-scale outdoor sculptures. The park apple advertising strategy was originally a gift from Matilda Laumeier who gave the first 72 acres to St. Louis County in memory of her husband, Henry Laumeier. Then in 1976, local artist Ernest Trova gifted 40 artworks, with an estimated market value of approximately one million dollars.
Every city needs an arcade bar and luckily St. Louis has a few. There’s a full bar with over 60 beers on tap, plus more than 60 classic arcade games, Nintendo 64 console gaming, life size Jenga and more to keep you busy. When you’re tired of gaming try one of their pizzas that are sold by the slice. Missouri’s second-largest city, St. Louis, is known for its beer, baseball, and lately, The Blues hockey team after its 2019 Stanley Cup win. But the city has more to offer than just a few late night sports games and some brews. It’s filled with art, music, and close-knit communities that gather in each unique neighborhood. Select your school and find the perfect place nearby or on-campus.
You can pet and feed some of the animals, but expect to be jumped on by the baby goats when you enter with a bottle of milk. This is less of a museum and more of a giant playground for all ages, or a city within a city. It is housed in a 10-story, 600,000 square-foot warehouse that was formerly the International Shoe Company. The eclectic museum is constructed from the same stuff that St. Louis is made of. Concrete, iron, bricks, tile, stone, gears, beams, wheels, bridges, buses, planes, doors, fire trucks, and even more. The history attached to it and the shops offered get it a mention. The 200-year-old Historic Main Street is filled with over 125 unique shops.
St. Louis-area historical earthquake activity is near Missouri state average. St. Louis-area historical tornado activity is slightly above Missouri state average. Ambassador Valet Parking Company has been counted on for over 50 years serving the valet needs of country clubs, hospitals, hotels, office and special events. St. Louis Parking Company’s customized approach to each individual client is proven with over 83 years experience serving the parking management needs of the St. Louis Metropolitan area. This historic farm and petting zoo was built by and named after Ulysses S. Grant. It consists of 281 acres with goats, horses, camels, bison, parakeets, snakes, kangaroos, and more exotic animals who roam in the outdoors.
To ensure the quality of results, the search engines had to focus on quality to account for this potential spam. Off-Page SEO (also known as Off-Site SEO) refers to optimization strategies that are enacted outside of your website that may influence the rankings within the search engine results pages. latent semantic indexing to process synonyms and the relationship between words, so just focus on writing naturally. If you use the same keywords over and over, it won’t sound natural, and you risk over-optimizing with the search engines.
From there, you create the supportive content based off long-tail research performed on the topics. The pillar content should link to the supportive content, and the supportive content should link back to the pillar. This will help formulate a semantic relationship that search engines love. As your content, products, or services are discussed more frequently via social media, people will begin to seek you out on the search engines by typing in your brand name. If you offer a product or service, those search queries may contain your brand name plus the name of a product or service, like “ blue shoes,” for example. Another factor that the search engines consider is the location of where the link is placed.
This plays a role with how much weight or “link juice” will be passed to your own web page from the linking website. Footer and sidebar links are not given as much weight as they once were because of the abuse related to websites selling links in the past. The number of links isn’t the only thing that the search engines look at from a quality perspective. They will also take into consideration how relevant the linking website/content is to your own site.
There are technical problems that can prevent search robots from crawling your website, but most websites don’t experience these issues. One issue is that some websites use JavaScript and Flash, which can sometimes hide links from the search engines. When a robot is crawling a website, they crawl by visiting the links found within a web page.
User intent is playing a greater role in how search engines rank web pages. For example, if a user is searching for “ companies,” is the user looking for articles on how to start an SEO company, or are they looking for a listing of SEO companies that provide the service? Even though there is a small chance that the user may be looking to start an SEO business, Google understands that the vast majority will be expecting to see a listing of companies. Sites with dynamic content often rank higher than those with static content. That’s why blogs and directories do so well on search engines.
If you are selling shoes, for example, a link from a fashion blog will carry more weight than a link from Joe’s Pizza Shack. It may seem crazy to even try to get a link from a pizza place for a shoe website, but in the early days, search engines focused more on the quantity of links. As webmasters caught on, some would try to acquire every link they could find to influence search results.
If they don’t see the link, they won’t crawl it, meaning they won’t know to consider the page for indexing. Another common crawling issue is the accidental inclusion of a “noindex” tag on a web page or the blocking of entire folders of a website from being crawled through the robots.txt file.St Louis News And Events
The change in length of daylight between today and tomorrow is also listed when available. The time period when the sun is between 12 and 18 degrees below the horizon at either sunrise or sunset. The sun does not contribute to the illumination of the sky before this time in the morning, or after this time in the evening. In the beginning of morning astronomical twilight and at the end of astronomical twilight in the evening, sky illumination is very faint, and might be undetectable. The time period when the sun is between 6 and 12 degrees below the horizon at either sunrise or sunset. The horizon is well defined and the outline of objects might be visible without artificial light. Ordinary outdoor activities are not possible at this time without extra illumination.
Prepare for your next step and explore our community resources. We must call out, name, and discuss the anti-democratic, racist, and alienating misinformation that threatens to divide our community. Join our community—recognized world-wide as an accessible and accredited institution. Webster University is a private, non-profit institution with a century of time-test results. Today, we serve 12,000+ students both in the U.S. and worldwide.
If you continue to have problems, call USA-RAIL for assistance. Travel + Leisure is a trademark of Meredith Corporation Travel & Leisure Group, registered in the United States and other countries. Travel + Leisure may receive compensation for some links to products and services on this website. Earn benefits like Free SlotPlay®, discounts for dining and accomodations, comps, entry into promotions, exclusive invitations to special events, and much more. Your support allows the SLSO to enrich lives through the power of music in schools and communities throughout the region.
We always say here at Suntrup Kia South that the only thing better than inspecting and experiencing that new car smell on a new Kia Soul, Sorento, Optima, Sportage or Sedona is to test it out on the road. Our highly knowledgeable and supremely friendly staff will help you work through all aspects of any model that is of interest to you, so you will feel completely, 100% informed when it comes times to make a decision. He kept me updated and made recommendations for repairs that needed to keep my car in good shape. I was notified by Cindy through text messages all the updates.
The time period when the sun is no more than 6 degrees below the horizon at either sunrise or sunset. The horizon should be clearly defined and the brightest stars should be visible under good atmospheric conditions (i.e. no moonlight, or other article lights). One still should be able to carry on ordinary outdoor activities. Founded in 1915, Webster University is committed to ensuring high-quality learning experiences that transform students for global citizenship and individual excellence.
I also gained mentors and coaches who are willing to drop whatever is going on in their lives and give me time when I need it. We engage citizens to deliberate on critical regional community issues in a trusted, nonpartisan space. At FOCUS St. Louis, we believe that everyone possesses the power to be a leader and that even the most difficult issues are solvable. Through our experience-based leadership programs and civic issues education, we help people better understand our region and build their capacity for change.
For example, since you want to increase dwell time, it’s important to reduce bounce rate. We’re willing to bet that those numbers have changed, and there’s now more mobile traffic and less desktop.
The default option is to have the download link sent via email, but you can add a Download Now button with some easy customizations. Our advanced marketing software gives you multiple ways to convert your visitors into leads and paying customers. These steps will help you attract traffic to your site, but to turn them into leads, you’ll need to do a bit more. First, figure out who you’ll be optimizing content for by creating buyer personas. These include your target customers’ age, gender, income, and education level; their key sources of information; and their main challenges and pain points. Well, cold calling doesn’t work anymore and people tend to block or ignore ads.
Here’s How to Improve Your Business’s Content MarketingOptimize your content’s reach with these four key suggestions. The Complete Guide to SEO for Course CreatorsDevelop your evergreen marketing machine to keep selling your online course on autopilot. OptinMonster’s exit-intent® technology is a great lead generation tool which grabs visitors’ attention with an offer or content just before they leave your site. Add it to this text in place of “SLUG” to create a shortcode you can embed in your content. We’ll use Obfuscation, which completely hides the gated content.
You know in the next six months we had people like Zillow and Yelp and Etsy and eBay as clients of Maze. , Google is working on technology that will render non-AMP content instantly.
The SEO Book Keyword Suggestion Tool aggregates search data and provides volumes, related terms, and more. Bing includes a keyword research tool in Bing Webmaster Tools. Not only will you avoid annoying visitors; you could also increase conversions by 185% like Salt Strong did, while still increasing organic traffic. For mobile SEO, some of the same issues apply as on the desktop.
Some SEOs are under the impression that their website rank might be affected by the file extension on the URL. Based on your budget, timeline, and specifications Clutch can connect you directly with companies that match your project needs.
In the campaign builder, go toInline Settingsand turn onLock Content Below Campaign by clicking the toggle. With gated content, your visitors will have to enter their four p’s of marketing email addresses to get access to your most valuable content. This works incredibly well when you use it on your most popular blog posts that are long and in-depth.
While its interface isn’t geared for beginners, it’s a solid choice for experienced digital marketers. KWFinder.com doesn’t match our Editors’ Choice winners for feature breadth. But what it does, it does very well and at a fairly good price. That’s why it’s become a go-to keyword research tool for many SEO professionals.
It’s got the most complete tool set we reviewed as part of this roundup and its metrics have become an industry standard even among marketers that use other tools. Get useful information about the quality and quantity of backlinks pointing to your website, ordered by their importance.
You can gain that advantage by having experts offer useful insights in articles and listing their credentials in short bios. It’s easy to confuse BERT with RankBrain, the update in 2015 as the core part of Google’s algorithm. RankBrain leverages machine learning to generate search results, drawing from a broad set of variables . Last year, Google rolled out BERT, a natural-language-processing algorithm update technically known as Bidirectional Encoder Representations from Transformers. So far, BERT focuses on searcher intent for one of every 10 English searches in the United States.
Save your backlinks lists, export them in different formats and track your backlinks status over time. The dashboard offers instant access to reports, monitors, and analysis tools. With local SEO, you can reach prospective customers and clients by targeting users that are searching in your local area. Google tailors the search results to your geographic location, so, if optimized correctly, your website can dominate the local search results for your niche.
Falls behind other Editors’ Choice picks SpyFu and Moz Pro in keyword research and crawling. AWR Cloud offers a solid all-around tool set aimed at small to midsized business digital marketers, especially those new to the game. While it doesn’t have all the depth of our Editors’ Choices, it’s a good solution for the price. Can track backlinks and offers ongoing site monitoring and unlimited search results. SpyFu is one of the best known names in the growth hacking marketing game due to a deep feature set, excellent reporting, and solid support for digital marketing and advertising. While it might be a bit complex for novices, it remains an excellent pick for Editors’ Choice. Moz Pro sets the standard for SEO tools in more ways than one.
It seems like every day some new “strategy” or technology comes out claiming to the next best thing for business owners. It then becomes hard to determine what actually works for growing your business and what’s just snake oil. These results indicate you should ensure that your site is secure, develop long-form content, and strive to provide answers that are included in featured snippets. Google may increasingly give an edge to website content that seems trustworthy.
Platforms like AWR Cloud continue to give you great position monitoring in an affordable tool, but this aspect of the market is becoming more of a high-end feature. For SMBs, a combination of self-service tools that can best address their needs is a smarter overall investment. Large enterprise organizations with flush SEO and digital marketing budgets may want to consider enterprise SEO platforms such as Brightedge, Conductor, and Linkdex.
SEO Inc is an industry-leading SEO / PPC and website optimization company based in San Diego, California. SEO Inc provides expert mobile optimization with responsive web design, ad targeting, and improved organic, local, national, and international visibility. Our team will keep you and your business updated on the newest, most effective SEO services and strategies to dominate your market. PCMag, PCMag.com and PC Magazine are among the federally registered trademarks of Ziff Davis, LLC and may not be used by third parties without explicit permission.
LinkResearchTools makes backlink tracking its core mission and provides a wide swath of backlink seo check analysis tools. LinkResearchTools and Majestic provide the best backlink crawling of this bunch.
The display of third-party trademarks and trade names on this site does not necessarily indicate any affiliation or the endorsement of PCMag. If you click an affiliate link and buy a product or service, we may be paid a fee by that merchant. Mike Levin is the Senior SEO Director at Ziff Davis, PCMag’s parent company. His career goes back 25 years to the halls of Commodore Computers, as an original Amiga fanboy to be beamed up by the mothership just as it imploded. Today when he’s not optimizing the ZD properties, he’s helping others hone their old’skool Linux or bleeding-edge Python/SEO skills through his Levinux and Pipulate Github projects. SEO platforms are leaning into this shift by emphasizing mobile-specific analytics.
algorithm, developed by co-founders Larry Page and Sergey Brin. Google still uses PageRank internally but has gradually stopped supporting the increasingly irrelevant metric, which it now rarely updates. PA is the custom metric each SEO vendor now calculates independently to gauge and rate the link structure and authoritative strength of an individual page on any given domain.
What desktop and mobile show you for the same search results is now different. Mobile results will often pull key information into mobile-optimized “rich cards,” while on desktop you’ll see snippets. SEMrush splits its desktop and mobile indexes, actually providing thumbnails of each page of search results depending on the device, and other vendors including Moz are beginning to do the same.
Aside from these two backlink powerhouses, many of the other tools we tested, such as Ahrefs, Moz Pro, Searchmetrics, SEMrush, and SpyFu, also include solid backlink tracking capabilities. meaning plural, is important because there’s no one magical way to plop your website atop every single search results page, at least not organically, though there are best practices to do so. If you want to buy a paid search ad spot, then Google AdWords will happily take your money. This will certainly put your website at the top of Google’s search results but always with an indicator that yours is a paid position. Audit and recovery tools provide unique Google penalty or website re-launch value. Ahrefs is a professional-grade SEO tool with powerful features across everything from keyword management to competitive analysis.
In essence, Google is changing what it considers its crown jewels. As the company builds ML into its entire product stack, its core search product has begun to behave a lot differently. This is heating up the cat-and-mouse game of and sending the industry chasing after Google once again. Over the past year or two, we’ve also seen Google begin to fundamentally alter how its search algorithm works. Google, as with many of the tech giants, has begun to bill itself as an artificial intelligence and machine learning company rather than as a search company.