Search engine marketing is changing on a regular basis. It seems that every month Google is publishing news on a new algorithm update, Panda, Hummingbird, Penguin, and, mostly recently, Pirate. Sometimes it seems they implement updates just to go through the fun task of creating a name for them. The constant barrage of new updates leaves many digital marketing professionals frustrated since it seems the target is constantly moving. However, the truth is that Google implements these changes and others to ensure the search engine is providing the most relevant search results.