Google is, like any ranking system, subject to Goodhart's law[1]. "When a measure becomes a target, it ceases to be a good measure." What has been Google's sav

Google is, like any ranking system, subject to Goodhart's law[1]. "When a measure becomes a target, it ceases to be a good measure." What has been Google's saving grace has been their skill at updating their target, attempting to turn the chaos and effort from SEO towards improvement in content. They have made an impossible problem into a mostly-solvable control systems[2] problem. [1] https://en.wikipedia.org/wiki/Goodhart%27s_law https://en.wikipedia.org/wiki/Goodhart%27s_law [2] https://en.wikipedia.org/wiki/Control_system https://en.wikipedia.org/wiki/Control_system