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May 2012

I guess the answer to that is technically yes. It changes the way Google looks. But will it change the way Google works? Yes, absolutely. And it's not the only change that will occur that will trend in the direction of Google becoming a "knowledge engine." These changes to the Google interface took place way back on May 16th, and then took a few days to roll out to everyone. I know it took me a long time to finally notice them in the search results. The first thing that struck me was this: when Penguin was rolled out last month, much of the

2 rollouts of Panda and 1 rollout of Penguin created an atmosphere of anxiety and tension among many in the interactive marketing world last month, with many of those sentiments carrying over into May. A multitude of people saw their sites drop in rankings, not knowing whether it was a Panda hit, a Penguin hit, or both. Now, as site owners, SEOs and business owners work to correct their mistakes and recover their rankings, other search changes during April come to light. On Friday of last week, Google revealed that more than 50 changes occurred in search during the month of April (including the

Tuesday, April 24th, a day that by all accounts seemed normal until, for some site owners, a pretty noticeable drop in rankings changed things. Was it another, rougher iteration of Panda? An extension of that pesky “no ads above the fold” algorithm change? Was it the famed and feared over-optimization penalty that has been looming over our heads since Matt Cutts mentioned it a few months back?     It turns out that it was an entirely new search algorithm aimed at catching webspam, interestingly called “Penguin” (black and white like a Panda, but not nearly as large or imposing…) – this is the change Matt