The more and more I dig into what's going on, the more certain articles come to light that sort of paint a picture..and a good one, of sorts at that. This kind of post may be lost amongst some of the kiddies here, but if you're into understanding why the search indicies are behaving the way they are, take a look at THIS article - http://arstechnica.com/information-...oogles-knowledge-graph-and-microsofts-satori/ And make sure you read through a lot of the hyperlinked documents embedded in the article. Backlinks will always be part of the equation, but they are NOT the equation anymore as much as some of us have relied on them. I say it paints a good picture because SEO isn't dead, it's just evolving. This new index that Google is throwing out there is different by design. Penguin penalized the hell out of random sites and sites that showed over optimization enthusiasm. This new knowledgebase (look up Freebase) format of delivering search results is truly built on graphical relationships. I need to do more reading on entities and shortest distance graphing, but one thing is for sure, in order to properly play into Google's new Web 3.0, we'll need to understand the contextual onsite offerings of our websites and how THAT can be referenced or added to the entity relationship listing of whatever niche we're playing in. It seems if there's an established ontology, Google already has the top players in that family tree known and listed as authority sites. In large part THAT is why you see some of the big boys dominating those spots. If you have a site that dominatd a sub-sub niche and ranked in the top 5 for a long time, and you DIDN'T get whacked with with the penalty flag during penguin, i wonder if your site is now at the top of the ontology relationship tree. Just some things to think about.