Website Owners and Webmasters are anxiously waiting for a search engine update. Those who rank well want to see their sites stable and
get even better. Those who didn't do well expect a major boost. Those whose sites get de-indexed anticipate a major comeback. Of course, not everyone will be happy about the results of search engine updates. After all, search engine traffic is a game - someone loses and someone gains. Then, the webmasters start preparing for next update.

All major search engines claim that they strive to present search results to users with the highest quality. But the business of search engine is business. What they won't tell us is that there're many business reasons for every major search engine updates. Search engine traffic is hot commodity - it's free and has higher conversion rate since the searchers are very close to make their buying decisions. The downside of the search traffic for webmasters is that they don't have control at all. Your sites may be ranked #1 today, but nowhere next day.

Search engine companies will, no doubt, use the search engine traffic to maximize the values for their stakeholders. Google's Feb. 2 update
(allegra update or Superbowl update) once again shocked the webmaster community like last Florida update. The noticeable change
in Superbowl update is that well-established sites rank well even for specific keywords that aren't even highly relevant to their pages. You may think the move is to fight spams and improve the quality of SERPs. That's only part of the story. The results of the update is that the websites of well-established corporations (with never ending press releases) will get a major traffic boost from Google. Google does this by algorithm changes.

If we think search engine traffic from Google is really an incentive to try it free before you buy. This time, Google decides to lure the major corporations to test the benefits of search traffic. Major corporations will likely increase their spending in online advertising and those news agencies may even drop their law sues against Google if they see the traffic from Google justifies that their sites benefit from including in Google index database. Is this the real driving force behind last update? Only Google knows. If you own Google, however, you will do the exactly the same.