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By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites using more than 200 different signals.<ref name="nyt0607">{{cite news|publisher=New York Times|accessdate=2007-06-06|url=http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html|title=Google Keeps Tweaking Its Search Engine|date=June 3, 2007 | first=Saul | last=Hansell}}</ref> The leading search engines, [[Google]], [[Bing]], and [[Yahoo]], do not disclose the algorithms they use to rank pages. SEO service providers, such as Rand Fishkin, [[Barry Schwartz (technologist)|Barry Schwartz]], Aaron Wall and [[Jill Whalen]], have studied different approaches to search engine optimization, and have published their opinions in online [[Internet forum|forums]] and [[blog]]s.<ref>{{cite web|author=Danny Sullivan|url=http://blog.searchenginewatch.com/blog/050929-072711|title=Rundown On Search Ranking Factors|publisher=[[Search Engine Watch]]|date=September 29, 2005|accessdate=2007-05-08|authorlink=Danny Sullivan (technologist)}}</ref><ref>{{cite web|url=http://www.seomoz.org/article/search-ranking-factors|title=Search Engine Ranking Factors V2|publisher=SEOmoz.org|date=April 2, 2007|accessdate=2007-05-14}}</ref> SEO practitioners may also study patents held by various search engines to gain insight into the algorithms.<ref>{{cite web|author=Christine Churchill|url=http://searchenginewatch.com/showPage.html?page=3564261|title=Understanding Search Engine Patents|publisher=[[Search Engine Watch]]|date=November 23, 2005|accessdate=2007-05-08}}</ref>
In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.<ref>{{cite web |url=http://searchenginewatch.com/3563036 |title=Google Personalized Search Leaves Google Labs - Search Engine Watch (SEW) |publisher=searchenginewatch.com |accessdate=2009-09-05 }}</ref> In 2008, [[Bruce Clay]] said that "ranking is dead" because of [[personalized search]]. It would become meaningless to discuss how a website ranked, because its rank would potentially be different for each user and each search.<ref>{{cite web |url=http://www.webpronews.com/topnews/2008/11/17/seo-about-to-get-turned-on-its-ear |title=Will Personal Search Turn SEO On Its Ear? | WebProNews |publisher=www.webpronews.com |accessdate=2009-09-05 }}</ref>
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