Opinion: Satya Nadella Declares Second Search War On Google

Not too long ago, marketers and search engine optimisers used to avidly watch out for something called the Google Dance. As the World Wide Web expands constantly with new websites, and pages are added and some deleted, Google's famed search algorithm constantly adjusts its ranking. It crawls through these pages, gauges their relevance, sniffs out frauds, and modifies how sites appear on its page. This is what is called the Google Dance. I thought of it recently when Satya Nadella, the CEO of Microsoft, revised the definition of Google Dance, saying in an interview, "I hope with our innovation they (Google) will definitely want to come out and show that they can dance. I want people to know that we made them dance."