Google’s Dominance Challenges SEOs to Rethink Metrics, Data Sources

Trend #2: Google’s Dominance Challenges SEOs to Rethink Metrics, Data Sources. Google continues to innovate at unprecedented speed, and rapid changes to its search engine results page (SERP)
algorithms have created challenges for search marketers and agencies alike. An overwhelming majority of search marketers – 87% – say Google’s algorithm changes over the past year to 18 months are “significant” or “highly significant,” according  to SEMPO (see Table 6).