Google is resting on their laurels. I'm convinced their actual algorithm hasn't changed much in the last few years, despite announcements claiming otherwise. T

Google is resting on their laurels. I'm convinced their actual algorithm hasn't changed much in the last few years, despite announcements claiming otherwise. They changed the handling of search queries (searches are interpreted much less literally than a few years ago). They changed the way that pages are indexed, and changed the intervals to be smarter (faster for news sites, slower for sites that don't change). They now even "render" the pages partially to account for CSS and JS. They have smart stemming and synonym algorithms when building the indexes. But the actual algorithm - "PageRank" and the parts surrounding it - hasn't changed much I think, except for some parameter tuning. Instead, they probably have a pile of semi-automatic "filters" to deal with spam and blackhat SEO. Engineers write a filter in code, test it against a test index, and then it goes into the new index version. I believe they are going more and more into manual intervention, and that they can now directly penalize/push sites without going down to the indexing level. I can't prove it right now, but I'm pretty sure that the first SERP for popular search terms is actually manually curated, with the really organic links coming later. (I'm still trying to figure out a test methodology to analyse it :-).)