Here’s an article that helps explain what it takes to do well in organic search now and into the future since changes like universal search, Google’s Caffeine and Panda updates, and the increasing personalization of search results including:
- The continuing evolution of personalization.
- Progression towards Entity matching and away from the older model of matching keyword queries to text on a page.
- Content must be high quality and be shared socially.
- The importance of building a brand and generating a following.