The last two years have brought countless changes to the way that Google does business, which has made internet marketing much different. Panda and Penguin, which were changes to the algorithm used by Google to determine search engine rankings, caused problems for many websites, as they had to restructure their SEO strategies.
Today, however, Google focuses greatly on local advertising by evaluating your location and search history to give you the most relevant results. Therefore, it is important that those using search engine optimization develop a strategy that focuses on certain locations if they want to reach consumers.
On March 16, 2011, Google announced on their official Google Research blog, that they plan to spend three years researching Internet advertising. The research will be released to the public upon completion for use in business and personal internet advertising, and Google expects the findings "will contribute to the evolving discipline of market algorithms."
Google does not state, however, how this will be used within the Google search engine itself. It is assumed that the findings will be used to adjust Google's algorithm to better deliver legitimate websites and/or optimized advertising to the huge network of Google users, but some bloggers, like Stephen Chapman at ZDnet seo blog, believe Google plans to "to deepen their already-deep pockets."