<P> Fritz finalized the "Everflux" implementation, meaning Google's index would receive some degree of updating every day . Daily crawling added another layer of relevancy, (based upon date and time), to content ranking . The creation of a supplemental index was designed to house content Google felt didn't quite fit in its main index (due either to a low PageRank or shady linking practices). Storing some sites in a separate index that was to be searched only when no good match was found in the primary index, Google hoped would seamlessly filter out duplicate and untrustworthy content . Questions about the efficacy of a multi-index system (particularly on improving recall) arose, and it remains unclear as to whether Google has retained this system . </P> <P> Google's "Florida" update looked to be the proverbial "nail in the coffin" for SEO abusers . With Florida, context and relevancy were determined not just by the appearance of keywords, but of synonyms and supporting vocabulary throughout the page . This sought to eliminate keyword and inbound anchor text dumping . Features that had long been experimented on, like phrase proximity and keyword stemming, became official and users were now being penalized for overly using commercial / popular keywords . With Florida coming down hard on SEO, many webmasters with commercial presences on the web took a drastic hit . The real estate community in particular, was hit hard by Florida's changes to Google rankings . In its attempt at wide spread reform, the quality of results took a hit and many site owners felt they took undeserved drops . </P> <P> To create seamless personalization of search (beyond manual filtering) Google began tapping into users browsing histories to deliver more relevant, personal results . Promising to grow with the users browsing history, Personalized Search added a new dimension to search by incorporating past user behavior . The implementation of personalized search was a blow to those relying on SEO techniques, as user browsing history was an element outside of their control . </P> <P> By allowing webmasters to create and submit XML files dictating URLs to be crawled as well as procedural information regarding how the page should be crawled, Google expanded the scope of its index . Providing an additional method of organically increasing site exposure, Google hoped, would decrease the need for shady SEO practices . </P>

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