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By Philip Guarino , Elementi Consulting The fast-evolving world of digital marketing has undergone profound changes over the past year. 2012 will offer us some even more interesting developments. Search Engine Optimization (SEO) : Content will trump craftiness Google ’s recent (and arguably overdue) change to its search algorithm, or how it ranks sites, was the game-changer of 2011. Google’s older algorithm gave less weight to how frequently a company was being discussed on social platforms like Twitter and more to relevance.