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It seems Google has entered a stage where the data is starting to really pay off. They seem to be using it not only to help consumers but also tweak their own business decisions. That's some powerful stuff.

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No, Google is merely squeezing organic results off their SERPs and replacing them with ads. That's not helping consumers as they prefer organic results. They have to continuously stuff more ads into the model to keep the growth machine running, making tweaks here and there. Google is probably only a few years away from adding "paid inclusion" into the results like Yahoo used to have, where you could literally pay to have your result listed at the top of the page where it wouldn't look like an advertisement.

"Google said that paid-for clicks increased by a quarter during the July-to-September period, from a year earlier, the highest rate of growth in the past year."

How Google is Killing Organic Search

https://news.ycombinator.com/item?id=5971560

Forrester: Consumers Prefer Organic Search, Not Search Ads, For Discovery

http://searchengineland.com/forrester-consumers-prefer-organ...

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