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Google’s Hummingbird - no big deal, for now

Google has announced news of what has been a silent shift to a new search algorithm, Hummingbird, the the biggest overhaul to its search engine since “Caffeine” in 2009, affecting 90% of searches. However, whilst Hummingbird will have clear implications for SEO, it is its Panda and Penguin updates – not Hummingbird, that will be the major cause of ranking fluctuations for the foreseeable future.

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Exactly what will it take for brands to embrace the new reality of search?

It has been a few months since Interflora’s recovery from the landmark Google penalty caused almost certainly by a large number of paid advertorials and potentially by a number of other link building techniques. Following Interflora's recent run in with Google, SEO Director, Adam Bunn, questions the "state of link building".

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