Let's Talk About Google's Elephant in the Room

It's no secret that marketers and search optimization pros can be a bit obsessed with Google's zoo of algorithm updates. We've weathered the Penguins and Pandas that thankfully stopped old hacks from working these past couple of years; but what about what the next algo Zebra or Walrus, or maybe that bigger Elephant in the room affecting search traffic – personalization? This one's even bigger and less cuddly than the two that came before. The thing we should really be aware of, however, is the fact that Google's latest animal doesn't have a name because personalization is invisible. Still, I'm going to call it Elephant because that just feels right to me.