The Evolution of Search Results and What It Means for Search Marketers

I thought this was a good post by SEOmoz Chief Executive Rand Fishkin about the future of search.

clipped from www.seomoz.org Sure, if you've been playing the spam/arbitrage/mainpulation game, even in the lightest gray hat sense, you could be in for an ugly surprise. But, if you've been building a business intelligently and focusing on not just your raw search rankings, but customer fulfillment, branding, participation and word-of-mouth marketing, these changes are going to be a net positive. Why? Because more data means the engines know more about you and about your visitors - they can see which sites attract lots of repeat visits, which ones have loyal customers, which ones are suceeding in not just satisfying, but delighting their audience. Those are the sites we should all be building and they're also the sites the engines want to reward.