"While the press and pundits focus on Google’s effort to compete with Twitter and Facebook with its own social network, there’s a far bigger story here. Google is slowly reinventing the core of its business by refining the quality of what people turn to it most for — search results — by favoring explicit and implicit signals of authority. These shifts in search signals, over time, may revolutionize how marketers think about their visibility in a world of infinite content choices."