A HISTORY OF SEARCH A look back on the history of search from internet giant, Google: From Penguin, Panda and Hummingbird, we travel back to see how organic search has evolved over the past two decades Google toolbar ‘00 Google algorithm updates ‘02 • Co-owned domains • Backlink analysis • Regular indexing and updates • AI and spam • Keyword stuffing ‘03 NOFOLLOW links and poor quality spam content ‘04 • Google Maps • Paid links • Duplicate content • Poor redirects ‘05 Universal search display (images/ videos) ‘07 • Google ‘suggests’ • Duplicate content • Faster crawling • Real-time updates ‘09 • Thin content • Search speed • Multiple visibility • Instant updates • Negative reviews • Social updates ‘10 • Google+ • Black hat SEO penalties • Google Panda 1+2 • Spam against guidelines • Fresh content • Search queries • Site link expansion ‘11 • Google ad space • Local searches • Video quality • Penguin updates • AI data and local ‘12 • Hummingbird • SERPS • Spam sites • Recovery updates • Fresh quality content ‘13 • Data refresh • Payday loans • Authorship • Localisation • HTPPS ‘14 • Mobilegeddon • Rankbrain • Desktop and mobile queries • AdWords change ‘15 • AMP project • Local rankings • Penguin 4.0 • Mobile-first ‘16 fiftyfiveandfive fiftyfiveandfive.com