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Webmasters may have noticed recent fluctuation in their rankings on Google and other search engines that use Google's search technology, such as Yahoo and AOL. The recent changes are being referred to as Update Austin in the SEO (Search Engine Optimisation) community. It's a little early to see whether these changes will "stick" or whether Google is just experimenting. In any case, the update isn't as dramatic as its predecessor, Update Florida. One thing is for sure: being an SEO is becoming more difficult by the month. This is good news for those who are committed to professional web marketing. From now on, it will take time, talent and dedication for newcomers to build up skills in search-based marketing -- just as it does in offline marketing.