The SERP has been dying a long and painful death. Every so often, a new Google enhancement causes SERP to be less relevant – instant search, local results, etc. In other words, DYNAMIC results based on the searcher’s demographics or behavior. Cool. And by focusing more on creating content that is rich in relevant clouds of words and phrases, we’re not simply trying to be perceived as being more relevant, we’re focusing on BEING more relevant. It takes the entire discussion outside of the black hat/white hat.
Ric Dragon in a guest blog post on SEOmoz.