When you type a search into Google now, you will notice that it delivers results as you type. The auto-complete feature prioritizes news-worthy events and popular keywords searches. As a result of these changes, search popularity determines Google’s Auto Suggestions, which makes it becomes harder to manipulate SEO rankings. Google believes that these features will help searcher’s better find what they are looking for.
Google Search now processes search queries 2 to 5 seconds faster than before. Search Engine Optimization seems more challenging for the average person and Keyword Optimization and Link Building strategies have less importance now than in the recent past. Google migrated more to personalized searches (where a surfers search history influences search auto recommendations), higher search rankings for fresh content, and better search intelligence for contextualization.