The web is built on content. As long as the search engines keep demanding new content to rank sites, the market will exist. As search engines evolve, the demand for quality in technique will increase. Correct spelling, grammar, and eventually a very refined sense of context will be necessary to succeed. The search engine's battle against spam will force higher coherence levels and may eventually require sourcing. This development will happen at a speed which matches the programmers ability to identify factors that indicate fresh and original content.