News flash! Humans are taking over the Internet! Their weapons are user-generated content and an overlay of human enhancements on top of existing content. An increasing use of social search, combined with the explosion of user-generated content, is changing the Internet's balance of power yet again.

Search engines have always relied on humans to improve result relevancy. Yahoo started off as a directory. It still employs people to review PPC ad creative before allowing it to go live (after the Panama launch, and in some cases now, there's not a 100 percent editorial review, rather more of a spot check). Google continues to rely on the user-generated DMOZ open directory project, even though most of the online advertising and SEM industry feel DMOZ is in a state of disarray and needs an overhaul. This is old news.

The resurgence of humans taking over the Internet, and search along with it, is occurring in several areas, particularly social search, social networking, and blogs. Social search is primarily considered an organic SEO (define) phenomenon. Tagging and recommendations become a big relevance factor. However, two major problems arise. The first is that spamming is possible. The second is the self-fulfilling prophecy wherein top results are voted on and recommended more, thus locking them in. Blogs operate in a similar way, with links and comments combining with trackbacks to create a voting system that takes advantage of the search engine's link-centric relevancy algorithms.

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