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Hasn't this always been the case?
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Not always, google switches between a few different rhythms which brings up different results and their doing it constantly.
Google spiders a page and indexes it by using the Title of the page along with a description (a goggle description) that it gets from the content on the page. An example would be something like this;
Title of page Fish Finders
half way down page is some content that says: We here at Fish Finders carry a large assortment of Fish Finder equipment.
What Google will do in this case is use the page title and that part of the page (that sentence) as it's description, if lets say the key word that was searched for was Fish Finders, because the words Fish Finder showed up once in the Title and twice in that sentence.
If the key word is also in the url...well that's an extra kick depending on what rhythm google is using, you want to try to get it up with and with-out the key word in the url.
Like Bush say's... It's hard work
