Folks, don't get your boxers or panties in jumbles about these suspect google updates and their Bullshit tweaks, in about 3-5 years search engines will be history, technology will be birthing us into a new era, 'Answer Engines' (siri,iris, etc.) People will now have an intuitive voice that can answer questions instead of manually searching for information they can ask the A.I. for questions and get answers. I know some of you iPhone owners will say that SIRI sucks but if you understood the focus that has been placed on the future models of intuition on these virtual agents, you will definitely think other-wise. Instead of people having to type or "think" about the information they want to search for, they will press a button and ask a question, which then the VA will give them the best answer based of it's extensive library of researched data, and your habits. The Sword fighting for the "Top" spots will die a slow death, with 4th and fifth generation smartphones,tablets etc being created and just the sheer number of the population that has one and access to the internet, the whole landscape of the internet will change and how people use it to retrieve information. Some of you will disagree and believe that search is here to stay, sure it's here to stay, but there will be advanced and more efficient ways to retrieve information from the internet without using search engines, even if a search engine is the "engine" of your software, you will not be sifting through results manually, organized by some algorythm forced on you by the search engine. Google's search parade and ranking algo's will come to an end, you can bet on that.