Over the last two years those folks at Google have been keeping bloggers busy with algorithm changes that effectively tear up the rulebook. I should qualify that by saying there was no 'rule book' as such. Google tends to be cryptic with the information it releases. The rule, as they were accepted, were those developed by webmasters and writers themselves. Bloggers had a good idea of how manipulate searches a few years ago which went along the lines of - stuff copy with key words, link like ...