Thanks to a variety of developments, 2009 and 2010 were exciting years for search engine optimisers. One of the most striking innovations consisted in Google making personalised search available to all its users, not just registered members. It was a move which significantly reduced the relevance of ranking reports, since different users were now all working with different search results, which depended on their individual behaviour and preferences. Google also introduced „Instant Search“, which had a long-term impact on organic search results. Thanks to these „streaming resuls“, users no longer had to type in a complete search phrase, but were given new suggestions straight after entering the very first letter. Both Google and Bing have admitted in public that the positioning of websites in their SERPs will (at least to a certain degree) be influenced by realtime events, such as tweets.