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The ways of search engines are changing. Search engines are going to be micro-targeting search results and ads based on individual surfers. This does two main things (as well as many other smaller things to improve surfing experience for search engines, end-users, advertising companies, etc...basically everyone) it makes it harder to spam SE results on a large scale now to gain massive amounts of traffic since each individual users experience and SE results are different, based on their surfing history and recommendations given to Google; and secondly enhances the end-users experience. If you think about it this kills SEO.
The only drawback to this right now is that not everyone can be tracked by Google and other SE's because everyone doesn't log in to their accounts to be tracked and get specialized search results and a user experience, but things are being created to do this like a universal Open ID (one login) for all Internet applications, and gateway devices like the Google phone, Google computer, etc... Of course there's the issue of privacy concerns with companies having your personal data and surfing experiences which is the main roadblock for getting this type of technology pushed.
The bigger picture is alot more complicated and I'm too lazy to actually type thoughtfully on it, but you get the idea.
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