As more people try to game Google to get their sites higher up on results pages, Google begins to become less useful, Phil Wainewright argues:
"The more popular Google becomes, the more important it is for website owners to gain a high ranking. This is a numbers game that Google can't win. Google's ranking algorithms are a centralized system. It's inevitable that, sooner or later, it will succumb to a tipping point at which the number of autonomous independent agents trying to outwit it will always triumph, simply due to the sheer weight of their random numbers."
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