In 2008 Google introduced SearchWiki, which let signed-in users move search results up or down, remove them and add comments. Some people asked whether this was the end of SEO.
It was not. Changes made by a user only affected that user’s own results, so the main rankings stayed the same for everybody else. Google later withdrew the feature.
The lesson still applies. Search features come and go, and personalisation keeps growing, but the basics of a useful, well built and well linked site hold up through all of it.
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