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PR practitioners should read this article in its entirety. It discusses search engines and what they are. The author makes the point that they are no longer indices of the internet but much more, which makes them complex to operate and to understand. Anyone engaged in Search Engine Optimization will recognize caveats the writer raises. Why should we care? Because for most organizations and individuals today, information about them comes through Google rankings or a similar result from other search engines, such as Bing or Firefox. What the world knows about you is directly dependent on them. Hence, it is best to understand how they work and what they can and cannot do. The author explains the transformations underway and the future of the software. It is worth the time to read.