Changing User Intents Google's search quality rater document highlights how the intent of searches can change over time for a specific keyword. A generic search for [iPhone] is likely to be related to the most recent model. A search for [President Bush] likely was related to the 41st president until his son was elected & then it was most likely to be related to 43. Faster Ranking Shifts About 17 years ago when Google was young they did monthly updates where most of any ranking signal shift that would happen would get folded into the rankings. The web today is much faster in terms of the rate of change, amount of news consumption, increasing political polarization, social media channels that amplify outrage and how quickly any cultural snippet can be taken out of context. Yesterday President Trump had some interesting stuff to say about bleach. In spite of there being an anime series by the same name, news coverage of the presser has driven great interest in the topic.…